When you first see this ad, you may wonder whether it is an ad for Disneyland or an ad for Nikon. Well, it's an ad for both companies. These companies are using a technique discussed in "The Merchants of Cool" called cross promotion. By using this, both companies can reach audiences that may not normally be attracted to their product in hopes that more people will buy their product. It's a very strategic move from a marketing persepctive.
When people see this ad, they hopefully are reminded of some of their best memories from "The Happiest Place on Earth," and what better way to save these memories than with a Nikon D3200. On the ad, it is even stated that Nikon is "The Official Disneyland Camera." Now, people believe that the only way they can properly capture their "magical moments" is by buying and bringing a Nikon camera to Disneyland. Nikon is usually known for its picture quality, so it would make sense for Disney to advertise with it.
Many people associate positive connotations with the word Disney. They're brought back with memories of childhood and overall happiness. When these people see the boy holding on to Mickey's hand, they're reminded of a time when they may have done that. What Disney hopes is that if these people have kids, they'll take there kids to Disneyland so their kids can experience a great time like the parents once did before. Therefore, the target market for this ad is families who want their kids to have a great time. It doesn't matter how old each person is. What matters is that they have an amazing, memorable experience at Disneyland.
The boy also brings up the need to nurture. When we see how happy the boy is, we also want to experience that same kind of happiness. We ten believe that Disneyland does a good job at making children happy because we see him holding Mickey's hand and Cinderella's Castle is in the background.
Since people associate good connotations with Disneyland, it causes these people to associate good connotations to Nikon, using a technique called transfer/association. Nikon wants us to believe that we can practically take any photo, even if it's not in Disneyland, and the picture will still have that same Disneyland feeling to it.
Overall, I believe this ad was effective in selling its message and product to their audience. Families would easily be attracted to this as because it shows a happy family in a great ccamera shot. Personally, I would not buy a camera just because its associated with Disneyland, but then again, I'm still a teen myself.
Is it me or does anyone else find this comic very sad? Poor Lana and the rest of the African elephant population! Not only is the issue discussed saddening, but also the expressions of the animals are saddening.
I was reading the comics section of the newspaper a few weeks ago, and I came across this comic a couple of weeks ago. It immediately stood out to me because I found it interesting that the issue of elephant poaching was discussed in the cute Mutts comics. Usually, Mutts comics don't discuss any issues and instead, show scenes of daily life in a cute and loving way that warm your heart. It's just out of the ordinary to find an issue as serious as elephant poaching discussed in this comic.
This comic strip is trying to bring awareness to a problem that may have been overshadowed by all the other problems in the world. Thirty-five thousand African elephants were slaughtered in 2012 for ivory! The proof given is not vague at all and instead, is right in your face. You can't ignore it. It saddens me that people still do this even though it's illegal and harms the elephant population. These people are heartless and don't care if the elephants suffer for their selfish actions. If this continues to happen, the elephant population will become extinct, and then there won't even be any elephants to take ivory from. Those poachers won't have a job anymore. Patrick McDonnell wants us to become aware us this issue and maybe help to prevent this from continuing.
Discussing this serious issue in such a cute, heartwarming comic works in the issue's favor. You see the animal's faces, especially the elephant's, and instantly feel for the elephant since it's the elephant who is being affected. You can also see how quickly and dramatically the animals' expressions change from a normal, curious look to a sad and depressing look. It's such a powerful and memorable moment because we can see how an elephant feels about this issue. I feel that if this issue was discussed in a comic that isn't known for it's cute character, such as Zits, the effect wouldn't be as powerful since we wouldn't associate the right kind of feelings with it. Sure, we'd feel bad about the issue, but we might forget about it after a while.
The elephant can't forget what's happened to thirty five thousand of her species, and now that fact is continuing to sadden me too. This comic did a good job at raising public awareness for this saddening problem.
It's that time of year again where many of us are overcome with joy and happiness. It's holiday season! We can't wait to relive some of our favorite feelings and moments of this season.
The ad shows what looks like to be a little girl dragging a Christmas tree across the snow. Below the three, is the product Glade is trying to advertise, their new winter collection candles, which is made to look like a pot for the tree. Next to the candle the words "Inspired by the best feelings of the season" are printed, and on the tree itself, the word "Anticipation" is printed.
We see the word anticipation and the tree, and instantly, we can't wait for Christmas to come again since many of us have good memories about Christmas. Then, we see the candle which is supposed to reproduce the same, great smell of a real Christmas tree. Glade wants to us believe that even if we don't have a real Christmas tree in our houses, we can still get that authentic, unique smell if we buy a Glade candle, we can also be transported back to some of our greatest memories. This is the transfer/association advertising technique at use, and the value of the product is increased because of this.
The technique of plain folks also may have been used in this ad. It's a normal sense that some family may actually go through to get a Christmas tree. It's easy to see how some families may relate to this picture, especially if it snows where they live. The girl is dressed in normal clothes, and she is pulling the the tree by herself with no special help.
Although I use it too in this blog, what exactly are the best feelings of the season? Is it the feeling of happiness or the feeling of being with family? It's a bit vague since many people can have different interpretations of what that means, but I guess that's what Glade wants. By doing that, Glade can reach a greater amount of people because it's not limited to one feeling. People may get offended that their feeling isn't considered one of the best feelings of the season and won't buy the product.
The target market for this product would be a family who enjoys the feelings of the holidays. There would be at least one kid in the family since a little girl is pulling the tree. They value the value of family since you're supposed to spend the holidays with family and also because the company, SC Johnson, says that it's a family company.
Overall, I thought this ad was effective because the picture is relateable and brings out many pleasant emotions in people. I'll admit that I started to smile and feel the happiness start to form inside me when I saw this ad. I love Christmas and love the smell of Christmas trees. I could already start to imagine the smell of trees and the memories of Christmas, and I wanted it to be Christmas. It's a great idea to capitalize on such a great holiday, and I'm sure Glade will make a lot of money from this product.
Some of us may be familiar with a French company called Longcahmp, which specializes in high quality handbags. I don't normally see ads for Longchamp, maybe it's just me, but this ad stood out to me since it's a bit different. It combines many needs and techniques that make it stand out.
The technique used in this is gestalt. When you look at this ad, the first thing to see is a gigantic woman carrying a purse. That is very strange considering that many other advertisements for purses usually showcase a nicely dressed woman at a fancy party carrying the bag. The setting of this ad and her clothes are pretty normal, but what's a bit out of the ordinary is her size. The proportions are out of order since you wouldn't expect a woman to be much bigger than a car. By doing that, however, people viewing this ad will be immediately drawn to look at the bag and the woman, which is what they want. The bag is red, which also draws attention, because red is a bright, eye-catching color, especially in contrast to her black and white outfit.
The need to dominate is also used in this ad. Since the woman is so big and the cars practically look like midgets compared to her, we get the feeling that she could literary crush anything that's in her way, especially with her gigantic heels. She is ready to dominate the streets with her Longchamp bag. Longchamp is trying to make us believe that buying one of their bags will allows us to feel powerful in our daily lives. In reality, Longchamp bags are no different from other bags and are only made to serve one purpose: to hold all of our possessions in a fashionable way.
The target market for this product is women. Women do tend to buy and have a lot of bags and purses, so it would make sense for Longchamp to cater to them. The woman they're probably catering to is in her 20s-40s. She is independent, self-confident and determined to achieve success in the big, bustling city she lives in. She isn't afraid of being the center of attention and is fearless, not afraid to face the world head on.
Overall, I thought this ad was effective in selling its product and accomplishing its mission. Many women will see this, since it was in a Marie Claire magazine, and want to be just like that girl in the ad because she looks strong and confident.
