short narrative
question: among the commercials you have picked & analyzed the spin,
choose 2 that you think are most effective:
1. define the target audience
2. describe how the spin was treated such that it becomes effective using
models/ideas (eg. color mood board, various contrasts, genre, sound, etc)

1. Honda car commercial - http://www.youtube.com/watch?v=OFTduBCb7Eo


1. target audience: 20-40 years old male
those who wants to buy a car that is flawless and precise
2. they use the pure sound of the equipment (like the nails)
thus, audience will understand better about the quality of the equipment used
and the whole thing is plot in the way that everything links very well together
the way they shoot also allows the audience to follow through
therefore, make this commercial effective

2. Brazilian Toyota car advertisement - http://www.youtube.com/watch?v=039nIHC-_N0


1. target audience: 30-50 years old family man
those who wants to buy a car that is durable and does not break down easily
2. they use - the beginning (to create interest to the audience)
the middle (a turning point - where the guy drove off)
the end (resolution - have you seen a broken down Toyota?)
the music also creates impact (the two different audio and the sound effects used)
and the way they shoot (the angle and the focusing) have also help this commercial becomes effective

advertising concept

question: pick one of your logo design sketch and develop detailed design variations in illustrator
play with the scale, placement, orientation, font, etc
final logo to be uploaded onto your blog site with a write up about your logo design

the logo is designed based on the combination of the word 'Adidas' and the 3-stripe
as
people will think of Adidas, when they heard the 3-stripe
-the brand with the 3 stripes-

i have chosen the 2nd modified version
the 'A' = Adidas - a name that stands for competence in all sectors of sport all over the world
the 3-stripe = performance and the future of the Adidas branding identity
= one of the most recognizable trademarks in the world - Adidas trademark
the logo is simple, clear and easy to recognize

advertising concept
1. Burger King logo
In 1969, Burger King established its famous Burger King “bun halves” logo that lasted till early 1990s. It was created to signify the eatery’s association with hamburgers. The earlier version of Burger King logo featured the name “Burger King” in orange placed in-between two ochre semi-circular buns. By 1994, Burger King modernized its old Burger King logo by giving it a smoother typeface with rounded edge. This graphical tightening of the font replaced the obsolete “bulging” font to suit the advertising needs. Again in 1999, Burger King modified the Burger King logo that is a revised version of the original Burger King logo. The color of the restaurant’s name in the new Burger King logo was changed from ochre to orange. A blue swirl was added in the new Burger King logo which wrapped the burger, giving the Burger King logo a circular appearance. The new Burger King logo also tilts the bun halves and the font on an axis making it contemporary and at the same time relevant.

2. Starbucks logo
The Starbucks logo shows a green band with 2 stars and a crowned Siren in the center of the logo. It is strange but attractive and very well recognized.
The band of Starbucks logo and the stars comes from Il Giornarle logo and the Siren comes from original logo of Starbucks.
Evolution of new redesigned Starbucks logo
Some years back, Micheal Parent, a student of marketing management and a graphic designer, noticed that females felt uncomfortable while holding and being around Starbucks items. This intrigued him to conduct a study.
Micheal surveyed different locations of Starbuck’s outlets and spent time there, sometimes conducting interviews and rest of the time carefully observing the customer behavior pattern. Conclusions that were drawn from his survey were that the Starbucks logo needed an improvement.
He redesigned the Starbucks logo and tested it effectiveness. The new redesigned logo of Starbuck was liked by people especially females which meant that Starbuck’s income could increase many fold with the inflow on female customers.
Micheal Parent sent his newly designed Starbuck’s logo to the president of the Company along with his findings and Starbuck got their new logo with green band, which we see today.

3. Microsoft logo

Founded in 1975, Microsoft Inc. is ‘the worldwide leader in software, services and solutions that help people and businesses realize their full potential’. The company is famous for inventing and offering innovative products such as Windows, Office, Xbox, etc., that truly symbolize advanced technology. Even its logo, is a physical manifestation of the company’s technological pursuits.
Microsoft logo is a perfect example of ‘innovation meets simplicity’. The logo intelligently expresses the company’s mission of providing quality products to the customers with its strong slogan and simple typeface. The Microsoft logo like the company has become synonymous with latest computer technologies, innovative ideas and the comprehensive development of both. The logo consists of a simple typeface with an equally powerful slogan symbolizing potential and passion. Though the Microsoft logo was subjected to major critical transformations over the decades, its principal message has remained largely unaffected. At the beginning, Microsoft adopted the so-called “blibbet” logo that was green with a fanciful lettered O in it. It was later discarded as the company’s trademark in 1994, when Microsoft adopted the more compact version of the current logo with the tagline: “Where do you want to go today?”. In 2002, inspired by the previous design, Microsoft started using the new Microsoft logo in the United States and eventually worldwide. It now features the slogan: “Your potential. Our passion”, which echoes a strong voice of consumer satisfaction and the brand’s fidelity.

4. Yahoo logoFrom the beginning, the company’s mission is ‘to connect people to their passions, their communities, and the world’s knowledge’, but the real success of Yahoo! was largely based on the marketing strategy of the company and the branding of its identity (logo). In the overall success of a business, logos play an important role in the corporate world. They become the identity of a company when the business expands and thus generates the general perception about the company. When Yahoo became a corporation in 1995, they kept the similar idea in their mind before finalizing their logo. For them, the Yahoo logo was a mean to express the company’s mission and idea to the general public. That’s why the chosen word ‘Yahoo’ in the Yahoo logo is an acronym for ‘Yet Another Hierarchical Officious Oracle’. But according to Filo and Yang, they selected the name because they liked the general definition of ‘yahoo’: rude, unsophisticated, and uncouth. For the color scheme of the Yahoo logo, they went for a safer approach with a red colored theme which complimented the yahoo’s definition.
Although still used today to some of its features, theYahoo logo has now been revamped into a purple colored icon with variations that include white logo and Y! Bang logo.

5. Nokia logoThe Nokia logo, like the company, is synonymous with mobile technology, high-tech gadgets and new ways to communicate and explore.
So when it came to designing their logo, Nokia Co. made every effort to make its logo represent the company’s mission. And thus, the infamous ‘Nokia Connecting People’ logo came into being.
What’s in a Slogan?

The Nokia logo consists of a very burly slogan that gives the brand a truly strong position in the telecommunication industry. The slogan cleverly expresses the company’s mission, which is to connect people without barrier and distance. This has made the Nokia logo stand out from the rest.

advertising concept - rebranding adidas
-new identity based on research
-roughs initial logo designs
-underlying philosophy
-rough idea of use - where & how

mind map

logo design

all these logos are designed based on using
-the word adidas, the 3-stripe, the number 3 & the letter 'A'
the logos that are colored in purple are the ones that i think has more meaning
& is more interesting
purple means passion
-logo 2 is designed based on the combination of the 3-stripe & the number 3
-logo 11 is designed by using the 3-stripe to form the letter 'A'
the letter 'A' resembles a runner's leg
-logo 19 is designed by using the 3-stripe to form the letter 'A'
but when you look closely, there is actually 3As in different angles

these logos can be placed on shoes, jackets & etc
but to make it more recognize,
i think that the logo can be placed on mrt, bus stop, in tv commercials & etc

short narrative
question: find commercials on health care and pick out the spins

1. health care commercial - http://www.youtube.com/watch?v=JMt4gevs2M4

spin: no more illness, no need make-up, no more pain
exercise daily to keep you away from all these problems

2. health care and illegal immigration tv ad in california - http://www.youtube.com/results?search_type=search_videos&search_query=health%20care%20advertisements&search_sort=relevance&search_category=0&search=Search&v=&uploaded=&page=2

spin: save the hospitals by donating your money
if the hospitals die, our life will be in danger

3. funny united health care - http://www.youtube.com/watch?v=C7fEJgxmBI8

spin: you don't need to have any reasons to visit united health care

4. commercial 2 - health care - http://www.youtube.com/watch?v=fJZZyPSONHA

spin: america's president will take care of your health
so don't worry

5. fort health care "i dream of the day" #1 - http://www.youtube.com/watch?v=_trJbBinulw

spin: fort health care makes your dream comes true

short narrative
spin - a usually ingenious twist (1): a special point of view, emphasis, or interpretation presented for the purpose of influencing opinion ( put the most favorable spin on the findings )

cause & effect of advertisement
creation of the perceived need - do buy reaction
newspapers spins strategy - instant gratification
- immediate results
- problem to be recitified

advertising concept
logo design: from greek - logotipos - logotype
an arrangement of text

aims of a logo
1. cause immediate recognition
2. inspire trust & admiration
3. imply superiority & make comparison unfavourable
4. express an underlying philosophy

short narrative question: your voice needs to be heard

go through the newspaper for wednesday, thursday, friday, saturday & sunday
analyze them list down the different spins you think you identified

the straits times
wednesday, october 17 2007

spin: to gain your confidence, good looks and crowning glory
visit svenson
-svenson advertisement: it causes readers to think that
losing hair = no confidence
= no good looks
= no crowing glory
only to restore your hair = restores confidence
= restores good looks
= helps you to regain your crowning glory

spin: to get the benefits and stand a chance to win attractive prizes
sign up for the osbc easicredit

-osbc easicredit advertisement: this is not really a spin
but is a way to attract more customers
which is by giving shopping vouchers
and their easy accessibility to anywhere




spin: to get the benefits and stand a chance to win attractive prizes
sign up for the credit card
-hsbc advertisement: they also uses giving gifts and benefits like
'S$2 off caltex snow wash'
to interest readers to sign up with their credit card










spin: to have strong bones, drink anlene

-anlene advertisement: it uses question like
'Think your bones are strong? Think again'
and this will causes the readers to think about it and stays in their mind for a while
and by giving readers some knowledge about the bones
readers will think that
'yea, our bones are not that strong actually'
so
with anlene = you can live a life doing the things you love

spin: mind edge helps your child to have a better future
-mind edge advertisement: it uses comments from the child's father
and by giving you reasons about why must you join it
it allows readers to believe that mind edge do really will helps your child in many ways
as
what is better than having a real life example shown





spin: powereventsasia helps your dream comes true in a shorter period
-powereventsasia advertisement: it uses comparison
like 'Learn in 5 days! What other NLP programs teach in 6 months'
it will cause the readers to compare
'why go for a 6 months course, when i can learn it at other place with only 5 days'







spin: daikin helps you to save more electric
-daikin advertisement: it uses facts like their 4 ticks distinction and the greater annual electrical savings they have got
the most important factor is that they put in the
'trusted brand gold award winner since 2002' logo in to win reader's trust in them
and that do really works well

spin: hairaway is the best for permanent hair removal as they specialize on that
-hairaway advertisement: it uses giving discount to interest readers
but the most important thing that interests me is that
they put in 'we specialize in permanent hair removal. NOTHING ELSE!'
i think it is quite funny and it will leave a impression in the reader's mind after reading it
what is better than having a good quote to leave a good impression




spin: to tell the readers that they are guaranteed
-global edupreneur program: it uses 'money back guarantee' to interest readers
'why not give it a try, if it's not good, i will get my money back'







the straits times
thursday, october 18 2007

spin: to let the readers that their skills are proven
-Haircare 101: it uses 'visible results as seen on TV!'
therefore
readers who had seen the program would have saw the visible results testified by their satisfied customers
thus
readers will trust it more than other similar advertisements
as
what can be better than having yourself seeing the results
they also uses an actor (Terence Cao) to gain reader's trust
as some readers may think that if that famous actor is their spokesperson and also client
= good
= must try

spin: we have experts to help you around
-guardian advertisement: it uses 'pharmacists to assist you to better understand your medication and health supplements'
with experts and consultants,
readers will think that it will be safer and better with them to lead
thus
= gain their trust






spin: to tell the readers that your child can be like them too
-mindchamps advertisement: it uses comment by students themselves
and also a survey that they had done to show that it really works
and that gain the reader's trust in them










the straits times
friday, october 19 2007


spin: we provide the best for our customers
-audio house advertisement: it uses 'lowest price guaranteed or your money back!'
'casetrust, be sure'
and 'listed as top 150 organizations by -the best of singapore in- service excellence 2007'
and by putting that
it allows readers to trust them better than any other







spin: to tell the readers that they have strong business partners supporting them
-geely advertisement: it uses to show their business partners like GE money, ARF and etc
to show that they are trustable
and with the support of these business partners
they will be better
as some readers may not know this brand
but by knowing some of the other business partner's brand
they will like
'oh.. i know this brand. this brand is good.
if they are business partners, this brand should be good as well'


the straits times
saturday, october 20 2007

spin: to tell the readers that by going for a holiday, you can stand a chance to win attractive prizes
-asa holiday advertisement: it uses 'holiday and win'
and 'be the next lucky winner to take off with the new mercedes - benz c180k and other fabulous prizes'
to attract reader's attention






spin: to tell the readers that courts is unique
-courts advertisement: it uses 'multi extended warranty'
and 'with great deals and fantastic services available at courts, there's something truly unique for everyone. so next time you think uniquely singapore, think uniquely courts.'
i think that it is quite unique as they uses uniquely singapore to publish their uniquely courts






spin: to tell the readers that singtel gives you the best technology
-singtel advertisement: i think that their advertisement caught my eyes with their graphics made
it is very nice and interesting
with just a shake, you can get to the previous or the next song
most readers will think that
'wow.. so style and technology. i shall be the first one to get it'






weekend today
sunday, october 21 2007


spin: poh heng provides women secure
-poh heng advertisement: it uses interesting graphics to attract reader's attention
like by making their 'itrustme' jewelery to be over a lady model's waist
and 'nothing is quite as precious as trust'









spin: to tell the readers that they are trustable
-london weight management advertisement: it uses real life examples
and 'we guarantee you 4-16 cm off or more in 1 session'
and it will thus gain reader's trust in them










spin: to tell the readers that new york skin solutions helps you to regain your good looks and skin
-new york skin solutions advertisement: it uses 'face the world beautifully'
having skin problems = no good looks
= no good skin
therefore,
with new york skin solutions = hope
and 'visible results guaranteed in just 1 session'







similarities: i never put in much advertisements because i think that almost all the advertisements are similar
and some advertisements on the above are not much of a spin
but it is a way they use to attract readers
they uses = gain reader's trust
= show real life example
= give knowledge
= give survey
= show that they have experts there
= show that they are good
= comparison
= give comments by others
= actor or actress as spokesperson
= quote
= reasoning
and the most important factor is that
they know the weakness of the readers
which is the kiasu-ness in them
no discount
no offer
no benefits
no gifts
= NO TALK
and that is why they can interest so many readers

i think that to interest readers: 1. the advertisement size is important (the bigger it is, the more the readers will notice it)
2. their design and layout (as for me, i see the picture first than the words)
3. their quote and wordings (how interesting is their content, will it leave a impression in the reader)
4. the color (if the advertisement is in color, it will eventually attract reader's attention in a black and white newspaper)
but most importantly,
i think that if their brand are popular, readers will eventually notice them
as nowadays people go for the brand

next, is there a difference in how the newspaper handle weekdays' papers vs friday-sunday papers
describe how are they different

i think the difference is that: 1. weekends' paper is thicker
2. weekends' paper is 10 cents more expensive
3. weekends' paper has more advertisements
4. weekends' paper advertisements are bigger in size
5. today has advertisements only at the front but not at the back few pages
6. weekends' paper advertisements are more of the same company's advertisement
but they occupy more than a page

short narrative
question: go through different car commercials,
analyze them from the perspective you have just gained through the lesson.
blog your analysis down for 5 different car manufacturers on how they approach branding.
paste the embedded code in your blog.

1. toyota - http://www.youtube.com/watch?v=6j3zvy-KAU0

spin: to tell the audience that this car is one of the rare one that you must get it
analysis: i think that this commercial will works well
WHY?
-as it uses a funny way to express itself
-so as to interest and attract people's attention to see the commercial
THUS,
-they might buy it if they liked it after seeing it
-the female and the male are actually a loving couple
BUT,
-because of the toyota car they tried in all means to get the car first before the other actually gets it
AND THAT RESULTS,
-something like a competition going on between
FEMALE VS MALE
-and that gives the audience the interest to keep watching till the end
of the commercial to find out who is the winner
-i think that the commercial is trying to tell us that
toyota car is something that will make you get crazy over
and something that u must get no matter what factor
-this factor can even be your lovers, family and etc
in one sentence
-i think that they are trying to tell us
'NOTHING CAN STOP YOU FROM GETTING TOYOTA'


2. honda - http://www.youtube.com/watch?v=OFTduBCb7Eo

spin: to tell the audience that the car is flawless and precise
analysis: -they allow the audience to take a closer look
at all the equipments and functions of the car
WHY?
-so the audience can have a clearer picture of the car and their functions
AS A RESULT,
-i think it will works well
-giving the audience a better concept about it
-the commercial looks very technically and skilled with all the stuffs going on
TO SHOW
-that the car is well-planned with all the best functions in it
-and it gives a question mark to the audience in the beginning
wondering what is all about
-that gives the audience the curiosity to look further and figure it out
-i think that the commercial is trying to sell the functions of the car
and trying to tell everyone
in one sentence
'IT JUST WORKS WITH ONE TOUCH'

3. nissan - http://www.youtube.com/watch?v=cOS5BaxCtAk

spin: to tell the audience that having this car, you will overcome all obstacles
analysis: -this commercial is made in a very animated way
whereby everyone sees it will be like
WOW.. STYLE..
AS A RESULT,
-it will work pretty well
-they are trying to show that the car can actually
travel everywhere even in the rocky road or in the water
-no matter where it goes,
it can travels smoothly
-the car will always change its application to your needs
-it also uses showing the function of the car way to show the audience about the car
BUT,
-the difference is that it focus only in one part
-which is more on the smoothness it goes, the wheel part
-i think that the commercial is trying to tell the audience that
the car can actually travel anywhere and everywhere
AND,
it can travel better and smoother than any other
THEREFORE,
in one sentence
-i think that this commercial is trying to tell us that
'NOTHING CAN STOP NISSAN FROM TRAVELING'

4. brazilian toyota - http://www.youtube.com/watch?v=039nIHC-_N0

spin: to tell the audience that that car is durable
analysis: -this is also an interesting commercial which shows

a trap which is made by a guy dressing up as a lady to attract the passerby
-it create interest in the audience at the beginning
when the lady is wearing so hot standing there with a broken car
-then at the middle,
it has a turning point
-whereby when the passerby actually turns and drove pass the lady without helping
-at the end
-the audience will then know that it is actually a trap
OH..
THEREFORE,
-they will then give u the answer to your question
why is it a trap?
-and highlighted the main aim of this commercial
THAT,
toyota is strong
in one sentence
'NOTHING WILL CAUSE TOYOTA TO BREAK DOWN'

5. citroen - http://www.youtube.com/watch?v=P4ckJFNkra8

spin: to tell the audience that the car will increase your standard of living
analysis: -this is a very COOL commercial
-which i think will work well
AS,
-nowadays people follow trends
-what's the hottest and what's the coolest they will buy it
to make them look fashionable and cool
-audience will gain the interest and curiosity wanting to know more about it
-it looks like their target audience is more towards the teenagers
-as teenagers will tend to follow trends faster
-i think that this commercial is trying to show that with technology now
nothing is impossible
SO,
be in the trend and be cool
THEREFORE,
in one sentence
'BE ALIVE WITH TECHNOLOGY'

finally in a single paragraph,
write down what you think of consumerism towards the automobile is like in singapore.
i think that basically singaporeans will look for the brand that they prefer first before looking at their models. the brand is quite important now, as people usually go for the brand instead of the quality. whereas, some people will just buy that particular brand to show off to the others that they are cool. secondly, they will consider the price of it. whether is it worth it, is it pay by installment, does it have discount and etc. the last factors that they will consider are the comfortability, the space, the functions and etc. commercials in television will also attract singaporeans and making them notice of that particular brand or that particular model of car.

short narrative
beginning - create interest & establish conflict
middle - crisis / turning point
end - resolution
-irrational emotions ( NOT JUST RATIONALE )
-two most important emotions: desire & fear

my work for typography class today

typography

-the art of letter arrangement
choosing the right type
-legibility - could it be seen or read?
-appropriateness - could it express the right feeling across?
type is important because it's an unconscious persuader
-it attracts attention, sets the style and tone of a document, colors how readers interpret the words, and defines the feeling of the page or screen

advertising concept
'every theory of ART CONTAINS the seed of it's own destruction'

steven pinker