Lizzury Rodriguez
November 22th, 2008
RCS-362-01
Blog # 11
883875655

* SUPER BOWL ADVERTISING *

The Super Bowl is often the most watched television program of the year in the U.S. Without any doubt, one of the things that make the Super Bowl very famous worldwide is the high-profile advertisements that are aired during its television broadcast. The Super Bowl is a very highly rated program, and that is why prices for advertising space can cost millions of dollars, and prices are increasing each year. In 2007 the cost of 30 seconds of advertising time was $ 2.6 million, but a new record has been settled with a cost of $ 2.7 million for a 30 second spot during Super Bowl XLII in 2008, due to the extremely large audience, more than 97 million viewers. The high price tags of the commercials all but promises that they will be spectacular and innovative in most cases. The commercials are often highly anticipated, generating much buzz even before the game is played.

One of the ads that really caught my attention was the one launched by Pepsi, where Justin Timberlake performed. The commercial starts with Justin seated in what seems to be a restaurant, and he is talking with some friends. Suddenly, Justin is pushed by some strange force and he ends up in the street. While the force drags him over and over again, you can see a girl’s mouth that is taking a sip of Pepsi. The commercial plays on the idea of Timberlake’s “magnetic attraction” and follows Justin as an invisible force drags him through city streets, subjects him to crotch-crunching agony, and drops him at the feet of a Pepsi-sipping girl. As they are watching each other, it appears a voice that says: “Every sip takes you closer to Justin Timberlake MP3s, HT TVs and millions of songs from Amazon MP3 and more” The commercial ends when you can see some Pepsi cans and the voice says: “sign up at pepsistuff.com.” The ad was directed by Craig Gillespie (director of the feature film Lars and the Real Girl) and was created by BBDO NY.

What I liked about this commercial is Pepsi’s idea of creating a link with its audience through the use of artists and celebrities in its commercials. Now Justin is following the footsteps of Britney Spears, Kanye West, Mariah Carey, Mary J. Blige, and P. Diddy, who have all performed for Pepsi in the past. I think that this strategy is really good because people love celebrities, and people enjoy knowing and talking about them, even when they do not have a really good public image. I think Pepsi is trying to reach consumers, mainly women who feel attracted by such a handsome guy as Justin is. Pepsi is trying to convince these girls that by drinking Pepsi, they can win some prizes like Justin Timberlake MP3s. I think that the message in this ad is that being close to your favorite artist (in this case Justin) is as simple as drinking Pepsi. As we can see, the brand is willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed product.

Once Pepsi makes its commercials, it is also important that they find the best way to reach a huge amount of consumers. It has been demonstrated that people react with a relatively unenthusiastic response to advertisements placed on the programs contained in the alternative media buy. Comparatively, advertisements placed on the Super Bowl are, like the program itself, a special event. Consumers look forward to new, dramatic advertisements and often talk about the ads well after the Super Bowl is completed. People enjoy watching TV commercials on the Super Bowl, that is why brands such as Pepsi need to take advantage of this fact, and show its product throughout this way.

PR for Lindsay Lohan

Lizzury Rodriguez
November 17th, 2008
RCS-362-01
Blog # 10
883875655

Public Relations campaign:
Lindsay Lohan

When you think of Lindsay Lohan, the first thing that comes to your mind about her is the stereotype of a celebrity who has a bad influence on its audience. Lindsay has a lot to talk about for her bad behavior and alcohol abuse. She went from being a model of films for teenagers, to a girl who is constantly involved in paparazzi scandals. That is why her public image is badly damaged and she needs to change the way people think of her. She needs to make it known to the public, specially her fans that she is trying to have a behavior reform.

The first thing that she needs to do to change her bad image is what she has already done; the star appeared to curb her partying lifestyle. Anything that's changed in her life is because of her. But she needs to prove that she has matured and that she really wants to have a different lifestyle. All people admire celebrities who are involved in supporting some good charitable organizations, she can do so. She can donate some money to stop-drinking organizations.

Another thing she could do is to attend meetings where she can share her experience with other people that are having problems with drinking habits. In this way people will see her as a person who is ceasing to be a celebrity, taking a more human side that she shares with others.

Lindsay has to stay in contact with her fans to prove that she really cares about them, and about the support they have given to her. She could organize a contest in which her fans around the United States can win an invitation to a party given for her in her house, where she sings for them. She could advertise the party with a slogan such as “Taking care of you,” or something that has the meaning that she is actually changing her lifestyle.

She really needs to stay away from partying for a long time if she wants to improve her public image, because that is the only way people will trust her, if they see that she is changing her behavior. Lindsay needs to think about her career and stop saying and doing things that make no sense, such as calling Barack Obama America's first colored president.

The celebrity needs to be more serious even in the way she dresses. Her change in her public image can start by wearing different kinds of clothes. It is not a good idea to go partying without underwear, and being exposed to paparazzi that want to make pictures of her that creates controversy. Also she needs to stop being surrounded by people that are not helping her in changing the way public think of her.

Lizzury Rodriguez
November 8th, 2008
RCS-362-01
Blog # 9
883875655

FREE TOPIC

As we saw in class, ethics in advertising is a really important issue. Frequently we can see how elements such as fear, sex, humor, etc. are used inappropriately by brands, in order to attract people’s attention and at the same time to increase its sales.

For example, ads motivating alcohol consumption are among the ones that cause more controversy. That is why I found interesting to know a little bit more about how other countries face alcohol advertising and the kind of policies they are following. Here is some information about alcohol advertising policies in other countries:

Armenia and Albania - There are no restrictions on alcohol advertising, Health warnings are shown on ads and on containers.

China - China has little policy on alcohol, including no minimum age of purchase. The State Industry and Commerce Bureau issued an official document on regarding “The Regulations of Alcohol Advertising on Media”, implemented from 1 January 1996, but there is still much alcohol advertising that infringes the regulations. Advertisements may not associate drinking with social success, daring, toughness, bravado, stimulation and relaxing, and suggest that alcohol can enhance health and sexual performance (herb alcohol beverages).

Croatia - Complete restriction of spirits and wine advertising on television (including cable), radio, print, billboards, cinema, point of sale and product placement in television shows and films. Spirits and wine advertising on satellite, internet and rented videos is partial restricted. Branded sponsorship events are completely restricted for spirits and wine, and partial restricted for non-alcohol products associated with the brand. Beer advertising is not restricted.

Estonia - There is partial restriction of alcohol advertising on television and radio. Alcohol may not be advertised in the cinema and spirits may not be advertised on billboards or rented videos. Also, product placement is partially restricted.

Finland - Before 1977 alcohol advertising was regulated by Alko, the state alcohol monopoly. From 1977 all alcohol advertising was banned by law except in trade magazines. The 1994 Alcohol Act legalized advertising of alcohol up to 22% abv. Ads may not be aimed at minors, depict alcohol consumption linked to driving a vehicle, or describe heavy drinking in positive terms. Ads must not suggest that alcohol increases performance, socially or sexually success, has medical or therapeutic properties, refreshes, or helps settle conflicts.

There is partial restriction of spirits and wine advertising on billboards and at point of sale. Beer advertising is partially restricted in all media except cinema and point of sale. Events branded by beers or wine are partially restricted and spirits sponsorships are not permitted.

India - The government controlled channel, Doordarshan, does not broadcast such advertisements. From September 2000, the Cable Television Network (Regulation) Amendment Bill prohibited alcohol and tobacco advertisements. The ads continue to be seen via satellite channels.

Italy - The 2001 Alcohol Act introduced a ban on television and radio advertising of alcohol between 4 pm and 9 pm. It prohibits alcohol advertisements addressed to young people in all media, as well as during or 15 minutes before or after television programmes for minors. Ads may not show minors drinking alcohol and may not link drinking to therapeutic properties not acknowledged by the Ministry of Health. The Act requires a self-regulation code to be provided jointly by broadcasting companies, advertisement agencies and producers on the content of alcohol advertisements.

Japan - Japan has no state regulation or industry codes on alcohol advertising. Ads for beer and spirits are shown on television. From 6 pm, 10 percent of ads on Tokyo’s five stations promote alcohol.

Lithuania - Spirits advertising is partially restricted on television (including cable and satellite), radio and print, and completely restricted on billboards. Branded events are partially restricted.

Malaysia - Direct alcohol advertising is not allowed in the broadcast media or on billboards, except in the state of Sabah in East Malaysia. Alcohol advertising is permitted in cinemas, on video cassettes and the print media. Sponsorship activities are allowed.

Netherlands - There is no legislation restricting alcohol advertising. Other than the Television Without Frontiers Directive, the system is self-regulatory – so far.

Russian Federation - There is partial restriction of spirits and wine advertising on television (including cable and satellite) and radio. All alcohol advertising is completely restricted in print media and partial restricted on billboards. Wine and spirits branded events are completely restricted. Cinema advertising and product placement for beer or wine and beer branded events come under a voluntary agreement.

Spain - A 1990 law prohibited television advertising for alcoholic beverages over 20% abv. The TWF was implemented in 1994. Regional governments are also able to impose their own legislation. Self-regulatory codes covering advertisement content are also in operation.

In April 2005 advertising groups signed an agreement with the Anti-Drugs Agency of Madrid aimed at protecting minors from alcohol over-consumption. Alcohol advertising will not feature people under 23. Outdoor alcohol advertising will be restricted to billboards smaller than 10 x 12.5 meters, and not within 125 meters of a school. The TV channel Telemadrid agreed to broadcast alcohol ads only after 8.30 pm.

Sweden - New legislation was passed and implemented in January 2005 which clarified the purpose and application of Swedish alcohol policy. Alcohol ads are not permitted on radio or television, including satellite. Alcoholic beverages more than 15% abv may not be advertising in any periodicals or other journals, except point of sale materials.

Turkey - Alcohol advertising is prohibited on television and radio, but there are no restrictions on print or billboard advertising, or on sponsorship of sports events or youth events.

Vietnam - Alcohol advertising is prohibited by law. Alcohol producers and importers use direct methods to promote their products, especially to young people, such as sending promotion staffs to discotheques, bars and restaurants, and distributing give-away items.


Without any doubt, as the volume and sophistication of alcohol advertising has increased, so too has public concern in many countries. However, the national policies listed above have often been highly contested. Debates about concerns involving advertising continues and even more if it influences children and young people. We can notice that a number of countries now have legislation or voluntary codes on advertising targeting children. Most legislation and codes on alcohol advertising include a rule against ads that target those under the drinking age, and many require actors in ads to be above a certain age. Nevertheless, alcohol advertising and promotion is rapidly expanding throughout the world and is increasingly sophisticated and carefully targeted, including to youth. Brands are doing whatever is needed to attract, influence, and recruit new generations of potential drinkers despite industry codes of self regulation that are widely ignored and often not enforced.

Bibliography:

NZ Drug Foundation. (May 2006). Alcohol advertising. Retrieved Friday November 7th, 08, from https://www.drugfoundation.org.nz/files/File/alcohol%20advertising%20in%20other%20countries,%20May%202006.%E2%80%A6.pdf.

Lizzury Rodriguez
November 4th, 2008
RCS-362-01
Blog # 8
883875655

ANALYZING ADS

I really like this ad because I think that the message the brand wants to communicate to consumers is very clear. Absolut wants to show you that no matter what the occasion is, its brand is always with you. You can always have so much fun in your parties with this vodka. In this ad, Absolut is appealing to Christmas time and at the end of the ad it says “Absoult Joy…” This makes me think that in this important time of the year, when everybody is happy and is waiting for celebrations, Absolut can be with you and make you have an incredibly happy moment. It is implying that it is a necessity to have a great time. I especially liked the idea that the Absolut bottle is decorated as a Christmas tree, because it attracts people’s attention. It also makes you remember the brand so that when it is Christmas, you will want to buy it. With all this, Absolut is enhancing motivation, because the brand is already positioned in consumer’s minds, but with these sort of ads the brand is increasing its relevance in its target market lives.

This is an ad which I definitely don’t like. The campaign was created for the lifestyle magazine Deutsch, and the thing that really surprised me is that it was created by women. Although the ad really attracts people’s attention, which is the main objective of using the sex element, I don’t like the way it is used. I think that it vulgarizes women’s image, and is disgusting that a dog is having sex with the woman, or at least it seems that she could be excited by the animal. I think that campaign is achieving its goal, because it creates controversy and rejection, and the magazine is in people’s minds. The role performed by sexual content in this ad is evoking emotional responses, because the campaign can have a negative impact in some sectors, but others could believe that the ads are okay. At the end, people are speaking about the magazine and that is the important thing, that people say something. Although the animal chosen, the German shepherd dog is a symbol of German culture, and I don’t know anything about the content of the German magazines. I think that the ad is not appropriate for the product. Of course it does not mean that it does not signify something in Germany and have a great success, but in my point of view the ad is disgusting.

This is another ad which I don’t like. I think that is vital that smokers realize how important is to quit smoking, but the ad is too crude. The fear element is not used appropriately in a health problem such as this, where millions of people around the world are suffering from cancer and other types of illnesses because of tobacco. The ad is attempting to motivate consumers to process information and to take action by appealing to their fears, but I don’t think that by seeing it, people could feel motivated to stop smoking. The man in this ad is trying to simulate that he is smoking and the image shows how his lungs are burning with the cigarette smoke. He also is very skinny and his skin has no color, it does not look like the color skin of a healthy person. The ad definitely has a novel stimuli, because it uses unusual images and appeals more to the hedonic part of a human being. However I think that in a problem like this, very intense appeals to fear are needed to impress smokers, because the facts that the ad is presenting are already known by tobacco consumers, and they continue smoking.

I liked this ad because it is very simple and I think that it has a lot of meaning. The thing that really caught my attention about it was that the coke is wrapped in cardboard, which is normally used when you buy a coffee and you want to protect your hands because the coffee can be really hot. I think that the brand is trying to say to consumers that you can have a coke at any time in your day, even when you have not had breakfast, the coke is going to fill you with energy. This ad is motivating consumers to buy the coke instead of a coffee. You can buy a coke anywhere, while if you want a coffee you need to stop by Starbucks or another café. This ad is showing unusual images and that is what makes it interesting. It did not need any words, it only says “ Good Morning”, a sentence that is appealing to people hedonic needs, such as appetite and the necessity of feeling active or full of energy in the morning. These elements motivate consumers to think of coke as good option when they are going to work, to school, or anywhere. The brand is also increasing its relevance among its consumers, and is reducing processing time, because the image speaks for itself. Moreover, the colors in the ad are appropriate, because they are the colors that characterize the brand.