Blog Project #1 - Advertising

                A woman is beaten every nine seconds in the United States, according to an article in “The Huffington Post.” Three women are murdered each day in the U.S. by their male partner. There are ten million children each year who are forced to watch and are unprotected from violence taking place in their own home. One in four women and one in seven men will be victims of domestic violence over the course of their lifespan. Link here: http://www.huffingtonpost.com/2014/10/23/domestic-violence-statistics_n_5959776.html. 

My heart aches for those who don’t feel like they can speak out and be rescued. An advertisement being aired for the Super Bowl makes the reality of such atrocities pierce the viewer’s soul. 

                The phone is ringing in the opening of the ad, and the scene is of household decorations – a painting, a candle, and two vases. Then a voice can be heard, answering the phone by stating he was a 9-1-1 operator, and asking what was the emergency.  A woman replies with her address, as the scene switches to her living room furniture in disarray. The rug is rumpled, and there are books which appear to have been thrown to the ground.  She then asks to order a pizza for delivery, and when the operator reminds her she is on an emergency line, she specifies that she would like half pepperoni and half mushroom. He asks if she is alright, or if she is unable to talk, and she replies with a yes. He probes further, asking if there is someone in the room with her, to which she answers yes, as well. The scene continues to switch, showing the bedroom, and a wall that had been punched in. He tells her that there is an officer on the way, and asks her if she can stay on the phone, but she hangs up, and the scene fades out on a picture lying broken on the floor. The text appearing after says “When it’s hard to talk it’s up to us to listen. Help end domestic violence and sexual assault.”

                “Pledge to say nomore.org” is the final slide of this one-minute ad. I first saw it today as I was browsing through the commercials made for the 2015 Super Bowl, initially revealed to the “Wall Street Journal.” It is one in a series of ads of a larger campaign for ending assault and violence which has teamed up with the NFL. The campaign is called “No More” and you can visit the page here: http://site.nomore.org/about/. Advertisements released previously have been of NFL players left speechless, or declaring “no more.” Watch here: http://site.nomore.org/nflplayerspsa/. This time, however, it is based off the true story of a victim, who had no other way of getting help except by disguising her call.

                As far as the persuasive techniques, they didn’t choose to show a celebrity or even the face of a person at all, meaning that the person depicted could essentially be anyone. Even more apparent than the plain-folks approach, however, were the copious amounts of hidden fear injected into every second. Really, that call captured the gravity of tragedies that are happening every day and still no one talks about. They don’t just tell some random made-up story; the fact that it is a true account makes it all the more powerful. There are large numbers of people being affected by these horrifying circumstances, and yet, no one is talking about it, and making it a possibility to help. The ad was created to start a conversation, or many, and I think it will be extremely effective. More people will be watching the Super Bowl than any other show the entire year, and these victims will know that there are people that are available to talk with them.

                I have never seen any advertisement like this one. There have been many commercials harnessing the hidden-fear concept and using that to their advantage, but never like this. Never have I seen something so raw and appalling. There have been ads warning to wear your seatbelt, or commercials like “Daisy Girl” in political campaigns, but this really struck a chord with me. The target audience is for people experiencing domestic violence, so they know that they can get help, but also for those in the community who would be able to support and aid the victims. Again, it’s really trying to start a conversation and spread awareness.

                The strengths of the ad are definitely the emotional connection the viewer feels, and how real it is. Even though the viewers may be disturbed (as they should be) that these events take place all the time, and it is not only to wake the community up, but also to try to make it easier for the victims to speak out. Many people who commit their lives to helping these victims have had very emotional reactions. Here you can see the response of Sylvia Gonzalez of the Committee to Aid Abused Women (CAAW) and others working for the same cause: http://www.ktvn.com/story/27979678/domestic-violence-groups-react-to-new-super-bowl-ad.

                However, no commercial is perfect, and this one is no exception. The greatest of weakness is perhaps partially who the ad is coming from – the NFL. After several cases of domestic violence by the hand of numerous football players, some may think an ad is too little, too late. Others may find it offensive or out of place. Is it enough? Here you can see the questions brought up in a discussion with a domestic violence awareness activist: https://www.youtube.com/watch?v=x-E7Uubrj0M.

                Whichever the case, it will be memorable. The shock factor will stay in people’s minds long after the ad has stopped playing. And the hope is, though it may not be directed at the players specifically, they will know that the ad is proof that the NFL is not taking the issue lightly.

                Many people have gotten behind this campaign already, speaking out. According to the “No More” website, “the NO MORE PSAs are the result of an unprecedented collaboration of celebrities, athletes, corporations, foundations and service providers who have donated their resources to bring these hidden issues into the public eye in a way that has never been done before.” Some doubt that any action will be taken. See here: http://www.forbes.com/sites/leeigel/2015/01/30/nfls-super-bowl-psa-goes-to-show-that-fighting-domestic-violence-requires-every-tool-we-have/. However, the majority of reactions show that their use of social media is extremely effective, and there continues to be growing support and participation. I was immediately moved to find out more about the campaign, and I would recommend others getting behind this cause, as well.

                The statistics I found on the violence taking place in America’s homes were shocking, and were almost beyond belief. I know that the NFL is taking a step in the right direction with this advertisement, and I am amazed at all the responses already of people who want to help. I hadn’t heard of this organization before, as many watching the Super Bowl won’t have, but I am convinced it will stick in people’s minds much longer than any funny infomercial or movie trailer this Sunday.

                Here is the video: https://www.youtube.com/watch?v=5Z_zWIVRIWk.

Blog Post #3

Topic 1:

Typing a few different beauty products into my search bar on Facebook, Revlon’s page popped up. As I scrolled down the profile, I was impressed at how they were using social media to their advantage. Undoubtedly, Revlon is a big name in the health and beauty industry, and 1.3 million people “liked” the particular page I was scanning (that I coincidentally ended up “liking” myself). They appear to keep their posts consistent, but not overwhelming. For the most part, they are showcasing new products, reinforcing their company’s current themes, and providing style information for a night out.

The target audience is mostly women – particularly those who are interested in new makeup and excellent deals. I would say that their campaign is effective as they consistently keep your attention and seem to be interested in the feedback of customers, sharing the customers’ modeling of products, and ideas. They also do a good job of showing the viewer what’s going on within the company at any given time.

Along the same lines, I was reading the advertising chapter of “WWGD?” one concept stood out to me, being especially innovative. Jarvis wrote that a company’s products and customers are their ads. Truly, these are the ones that work. A company must form a relationship with its customers, and only then do they become memorable. Just like that, people will begin to do your job for you – shouting your concepts from the rooftops, because you first humbled yourself and asked the people what those very ideas should be. People are much more inclined to believe their friends and family than a company that may or may not be trying to take all your money.

The concept is that you are directly learning from your buyers. This is a huge idea that people need to grasp if they want to be remembered.

Every extraordinary teacher I have had has asked what best helps the student to succeed or what they enjoy most. I look at the authors that yearn for feedback, every musician who is open to inspiration, the barista who learns my name and makes conversation while preparing my drink – these are the remarkable ones: ones who hold the key to success.

In order to sell yourself or your product it has to be about relationship – your customers are your ads.

Topic 2:

I watched the McDonald’s “Signs” ad, and I think that it was a complete fail. The advertisement was certainly trying to elicit emotion and express that their company was one truly invested in the tragedies going on around us. But I can’t buy it. There was some discussion in class about how harnessing sensitive current events is a little like playing with fire, and I think that this was evidence of how taking advantage of disaster can potentially backfire as you are engulfed in your customer’s fiery accusations. It didn’t come off as being supportive to me, but rather like they were downsizing great suffering in order to promote a burger - and maybe some fries with that. Here’s the link: http://adage.com/article/cmo-strategy/mcdonald-s-launches-step-brand-refresh/296537/.

On a more positive note, I also recently saw a commercial for Budweiser that I thought was especially well-made. It was endearing, and made me want to watch it till the very end. The “Puppy Love” ad was targeting those interested in heartfelt stories instead of the raucous clutter that usually plugs the TV screen. Instead of using beautiful women, or appealing to the viewer’s sense of humor, they set themselves apart. There was emotional branding within the narrative; the story, as I mentioned, was quite touching. The humans portrayed were plain-folk, which made the ad more welcoming. Lastly, the association principle was harnessed – connecting all the warm, fuzzy feelings to their beer. They were banking on the fact that people would be so invested that they’d fill their carts to the brim with beer all in the name of the delightful Labrador pup – and what do you know – people did! Here’s the link: https://www.youtube.com/watch?v=uQB7QRyF4p4.

Blog Post #2

Topic 1:

Between Facebook, Twitter, Instagram and Pinterest, there are numerous people and groups I keep up with. On Facebook, for example, I follow Lecrae because he is a brilliant rap/hip hop artist. On Instagram, I continue to look for posts by @wakeupandmakeup for inspiration on cosmetics. On Pinterest, I can find “Writing Prompts” has innovative posts every day, and can be helpful in introducing new ideas for creating stories. In addition to keeping up with friends, these social media sites are useful for news, how-to’s, and other’s creations. As shocking as it may be, I am not always solely interested in the things I am doing, but also what others are producing.

Initially, as I scrolled down my twitter timeline tonight, nothing caught my eye, until a post from @tinatbh popped up, and I nearly choked on my double chocolate mocha. “IF YOU CAN’T HANDLE ME AT MY FINALS WEEK YOU DON’T DESERVE ME AT MY SYLLABUS WEEK”. Tina is my absolute favorite character from a show that is nothing but pure brilliance: “Bob’s Burgers.” Someone made a twitter for her, and the deadpan, sarcastic tone in her tweets never fail to make me smile. Although it’s nothing vital like the news, alas, she is all too relatable.

As for social media enhancing your ability to be involved in a democracy, I think Clay Shirky is correct in his argument on “How Social Media Can Make History”. This kind of openness and connection is something that gives the community a voice, and could possibly change the way the government works. Media not only allows one to be more informed, but also brings people together in a way that is not oppressive or confining. Clay talked about how the news is available in such variety now, it essentially cannot be contained. The entire community does the reporting and the feedback – that is, if they choose to. There are hundreds of amateur videos being uploaded about events taking place right now – stories that news channels will pick up later. I believe it is empowering: your perspective matters.

Topic 2:

“Enabling customers to collaborate with you-in creating, distributing, marketing, and supporting products–is what creates a premium in today’s market.”

That is the single most compelling idea that has come from WWGD so far. It brings me back to the topic of involvement in democracy; in both instances, it is apparent that this sort of open communication is crucial to success. The customer’s voice must be heard. As time goes by, the priority needs to be wholly focused on what your followers or buyers are saying. The people will have a voice whether you create the platform or not, but by welcoming them to speak, you obtain a front-row seat for information that will undoubtedly aid in your continuous growth.

Jarvis brings up the point that companies spend time and resources collecting data about how successful they are at any given time, but alas! Customers are relentlessly providing feedback free of charge and in many different ways – the companies just haven’t been looking.  

In so many instances, companies try to control the customers and make the people put forth the effort to come to them. Xbox has an invite only Preview Program in which a limited number of gamers can speak their mind pertaining to any new releases, and I know several gamers who participate in this. While providing members with perks like early updates and rewards, if this were the only criticism, it would not be as entirely beneficial as it could be. Xbox would only hear from a select few, and from those with an overall positive bias, as well. These would not be the actions of a company that really desired to understand what their customers need. However, they have also opened public forums in which customers can submit their feedback, and vote on the most important of other’s submissions. This concept eliminates the irritation of an unheard customer, as their comments might otherwise waft away into obscurity.

Lastly, switching topics, one of the statements that Jeff Jarvis responds to is the accusation that there are mistakes on the internet. And anyone with eyes can see that this declaration is true. But the point that Jarvis makes in return is that the net (in addition to making it easy to post information riddled with inaccuracies) also provides a simple way to correct those same mistakes.  

Even in using this blog, if I notice an atrocious misspelling or a well-hidden punctuation error after publishing, I can choose to edit it without further ado and correct my mistakes!

As Jeff Jarvis says, pertaining to the internet: “Look for the good stuff, not the bad stuff”. 

Blog Post #1

Topic 1:

When looking for classes to sign up for this term, I came across this Journalism course and immediately felt a rush of elation. Not only was the information offered in this class concerning media extremely relevant to today’s society - I was also thrilled to discover there would be incorporation of a variation of informal, creative style writing that happens to be my very favorite. It seemed to be that it would not only awaken me to the contemporary age, but also expand my abilities to express myself.

Though I am not a journalism major, it does align with my interests rather well, and I will look into it as a possibility when transferring to a university. In my time spent at LBCC, I have expended much of it soaking in everything that the English department and Writing courses have to offer, and am quite content devoting a term to journalism, as well.

As far as what I am most interested in taking away from the course, there are really two things. Firstly, I want to have a better understanding of how different media outlets work so that I can get as much pertinent and accurate information from them as possible. And second, I want to be able to use them to my advantage – whether I am attempting to expand a community, get the public’s attention, or push products. I believe this class will provide these essential tools for careers anon.

Outside of college, I have many passions. Writing is a great interest of mine: my desk is littered with poetry, and my laptop contains the beginnings of my first novel. When I have spare time, I paint or sketch whatever seizes my attention. Music has always been important to me – I started learning piano when I was around 12, and have just recently commenced a quest to master drums, as well. Cosmetics are an immense passion of mine. I delight in experimenting with lipstick and perfecting my technique of the ever-challenging winged eye-liner.    

The most prominent of my interests, as of now, is running. I became semi-serious about this type of exercise a couple years ago, realizing it was a splendid cardio alternative to martial arts. However, I wasn’t pushing myself at that point, the furthest distance being only about a 5k. More recently, I have begun to increase my distances, as I want to challenge myself, and am near my goal of half-marathon. I not only enjoy the results running has provided me physically, but also can appreciate it as a de-stressor. I will continue to set goals and meet them, and am motivated in seeing all the progress I have made thus far.

Topic 2:

When it comes to gaming, I have to say my experience is limited. I was brought up without access to video games, and when given the opportunity, they did not amuse me. That is not to say I won’t try them if asked, but my attention span for the diversion is close to nonexistent. I don’t keep games on my phone or computer and would prefer to fill my time with other hobbies.

I cannot say that I entirely agree with Ms. McGonigal, though I do not entirely disagree either. She does make valid points about how games equip the player with “urgent optimism”, good “social fabric”, “blissful productivity”, and “epic meaning”. However, I do not feel that games/gaming can solve world problems. In most cases, the spirit that comes with the game stays with the game, and the players do not embrace the positive attitude as an inspiration after they turn their x-box off. When gaming, it’s a toss of a coin between the destruction of a functioning member of society and a player whose time spent online has become truly advantageous.  It comes down to how the gamer understands and employs the diversion. As for the specific benefits, gaming isn’t the only activity that can improve those functions. There are other ways of motivating yourself to learn and problem-solve.

Honestly, watching “Second Skin” made me a little sick to my stomach. The cases were obviously extreme, and I know that many players maintain a sort of “middle ground”, but it was a glimpse inside the gaming mindset that I found disturbing. I have friends who devote sizable chunks of time to video games that in a fashion I find borderline unhealthy. Yes, there are benefits to games. It may give a full life to someone who feels they are without a voice here in the real world. It is a way to express who you want to be. But games are not without fault. Many of the players develop obsessive tendencies over the pastime, and when there is no balance, it will become an addiction.

The key to unlocking the benefits without the harm is in moderation.