NEW SEMESTER EXPECTATIONS

I am a junior at Shepherd University majoring in mass communication and media studies with a minor in journalism, and this is my first blog post for my COMM 203 Communications & New Media course. From this class I expect to better develop my blogging and writing skills by discussing the topics, projects I am working on in class as well as completing assignments here on my blog. Over the course of this semester I hope to learn how to extensively use many different types of communication software in our Mac Lab in addition to further understanding of the science of semiotics and using it not only in the field of communications but also within my everyday life.

The Shepherd University Department of Communication is constantly growing and expanding, and as a result communication courses are evolving into something I believe is preparing us for our future jobs and careers. I have now taken several communications courses here and find that they incorporate skills and teachings from all parts of the field of communication. Weather you’re a student looking to go into web or game design, blogging, print media, broadcasting, reporting, film or any kind of editing, the skills you will need to have upon entering your desired career will have been covered in a comm class here at Shepherd.

I personally want to do something within the field of public relations after I graduate and through my required internship through the communications department, I was able to spend this past summer working for and alongside the CEO and founder of Platinum PR, a local PR firm which specializes in strategic marketing and advertising as well as event planning for their clients. Many skills that I am acquiring through my communications courses prepared me for my internship and I am constantly learning more and more about different strategies of marketing through social media sites, blogs, and developing advertising campaigns and pitching ideas to potential clients.

I am looking forward to this semester and this class in particular among my other comm classes to direct me on the right path and fully prepare me for my future career goals. 

Where There's Life...There's Semiotics

In the vintage advertisements for Budweiser beer there are many signs and signifiers which indicate an array of meanings.

In this particular ad the hammer is a sign which signifies masculinity, implying that the man in the ad is a working class American, also signifying what type of demographic this ad is aimed towards.

The glass in the ad is also a sign which signifies elegance even in an average middle class family. Portraying the message that everyone deserves a great beer like Budweiser, and it's a type of luxury. The glass can also be seen as a signifying the woman trying to do something special for her husband because he deserves it for working so hard.

The woman is another sign that signifies the duties and expectations of a wife or a woman's position within the family during this time period. She looks very happy in her servant-like role; happy to be able to give her husband what he wants.

The phrase “where there’s life…there’s Bud” is a sign that signifies that this beer is a treat for everyone; the average hardworking man.

Even the red background color of the ad is a sign. It signifies not only the color of the company’s logo, but also has a sense of patriotism which signifies the average, hard working American's who purchase and enjoy this particular product. 

Finally, the text towards the bottom right corner of the ad which says “THE KING’S CREDENTIALS! The King of Beers prints its ingredients right on the label. Know of any other beer that does?” is a sign too. It signifies that this beer is superior to all others, as well as portraying the man in the ad as the king of his home and family.  

GOTCHA!...well, maybe not

After completing the GOTCHA! tween phone ad campaign and reviewing the ads in class, there are a few things which I realized need to be addressed in order to make my ads more cohesive and effective. I found that the ad which needed the most attention is the one for National Geographic Kids. In the original ad it showed a giraffe and a fish both separated by a yellow stripe of color (reminiscent of the yellow border on National Geographic magazines). As well as the slogan “on land or under water, we’ve gotcha covered.”

I realize now that the slogan is a little misleading in the fact that the phone is not waterproof. The message that, no matter where your child is you’ll be able to get a hold of them, was somewhat lost within the wording of the slogan. So I feel by re-wording it and making it clearer, this can be fixed and the ad will be more successful.

I also realized by critiques from my classmates, that i could also better bring the images of the giraffe and the fish together better and making it more cohesive by using different effects and techniques within Photoshop.

So in the new, edited version of my GOTCHA! mobile ad for National Geographic Kids, I changed the slogan to say, “no matter where you live, we’ve gotcha covered.” By still using the gotcha brand name within the slogan, but making the overall message clearer, I feel that it will be more understandable and appealing to parents of the pre-teens who will be buying the phone. And I also removed the backgrounds from both photos and replaced it with a sky/water color blue, to further make the ad more cohesive.

I'm A Slave 4 U

I'm A Slave 4 U video

Britney Spears’ music video for her song I’m A Slave For You from her third album, Britney, which was released in 2001, is not only provocative but startling coming from such a young teen idol. This song as well as the video was a turning point in Britney Spears’ career, opening herself up to a more adult audience and demographic.

http://search.creativecommons.org/?q=britney+spears+i'm+a+slave+4+U

In the video the singer is essentially dancing in a sauna with a group of scantily clad men and women. Spears’ seems to be the leader of the rest of these individuals; encouraging them all to dance along with her as she travels throughout the rooms of this seemingly abandoned warehouse, while people are lounging around. (And also somehow manages to pull off a costume change sometime in the middle of all this). The atmosphere is hot and sweaty, which is apparent from the dripping wet bodies who are suggestively laying all over each other as well as dancing. 

http://search.creativecommons.org/?q=britney+spears+i'm+a+slave+4+U

Everyone in the video appears to be mesmerized by Spears and her sexual dance moves. The camera frequently zooms in to focus on her flat stomach as well as her breasts. Spears is dancing with a group of people, as different men dance with her and touch her body; perhaps she's a slave for them. However, even though these multiple men surround her, she seems to be the one in control of the situation and is enjoying herself.

hecklerspray.com

Towards the end of the video, Spears appears sitting in a corner with five men all over her, breathing heavily and putting their mouths on her neck, chest, and face. Showing that she's the center of attention, even if she's being used for more than just her talented dance moves. Then, everyone lifts her up as if they are worshiping her, portraying her as being in a position of power over everyone, women and men alike. 

http://search.creativecommons.org/?q=britney+spears+i'm+a+slave+4+U

The video is full of its fair share of sexual references, the song's name in itself is suggestive. But Spears has never been one to avoid any kind of controversy. Even when preforming I'm A Slave 4 U at the 2001 MTV Video Music Awards, she appeared on stage in an even skimpier outfit with exotic animals such as a Burmese python and an white tiger. Which caused animal rights groups such as PETA (people for the ethical treatment of animals) to be outraged and spoke out against the singer. As well as many other organizations whom are dedicated to promoting family values which stated that Spears was no longer a positive influence on young teen girls.

more information on "I'm A Slave 4 U"

Social Media Ad Campaigns

People love to have something to interact with. It makes them feel like they’re part of the brand and that their input and opinions matter as consumers. Just like Old Spice allowed individuals to use social networking sights such as Twitter and Facebook to communicate with the company’s advertisers and the spokesperson. And then they not only used the information they received but actually took the time to answer and get back to the individuals, showing a commitment to their consumers. When companies make an effort to go above and beyond the normal television commercial or an advertisement in a magazine, it shows that they’re not only a growing and successful company, but that then instills confidence within consumers who might then consider purchasing the product.

http://search.creativecommons.org/?q=starbucks

One company that I found had a very successful social media ad campaign, much like the ones discussed in the Forbes article, is Starbucks. They have started using social networking sights to not only get out information about new and upcoming products and specials, but it’s another way for them to get followers and their brand out there and in the minds  of viewers in a positive, forward-thinking way. Starbucks has used Twitter and Facebook to promote free pastry days, ways to score free products on certain occasions, the announcement of new and seasonal drinks, etc. And even though Starbucks is practically like a religion to its loyal consumers already, the fact that they still choose to make advances in their advertising shows just how competitive and successful they are as a brand. They even have their own app for smart phones!

For other successful social media campaigns visit
http://mashable.com/2010/09/14/social-media-campaigns/

Advertising & Imagery

In my new communications class in advertising and imagery, I hope to gain further knowledge of different softwares as well as better develop my media writing skills through blogging assignments. I am excited for this course because I have always been drawn towards advertising as well as public relations and writing, which i find very interesting. I am a Communications Major with a Journalism Minor, and I believe this class brings both of those interests together well. Now by no means do I consider myself to be tech savvy whatsoever. But through taking this course I plan on strengthening my technology skills which will better prepare me for not only future classes, but aslo for obtaining a career and being more qualified. 

COVER GIRL

As I flip through this month’s new issue of Cosmopolitan magazine, it’s not hard to notice the amount of advertisements for beauty products; everything from makeup, perfumes, soaps, shampoos, hair styling products, lotions…they can seem endless! However, after taking a closer look I counted not one, two, or even three, but FOUR different ads for COVERGIRL cosmetics. That’s more than any other company in the magazine. (And one was even a three page fold out ad featuring their newest spokes person, “cover girl” Taylor Swift.)

At first this seemed a bit odd to me, however, there must be a reason for it, and one that apparently is working too. So what is their strategy? Are they trying to overwhelm readers so that out of all of the other products advertised COVERGIRL sticks out and remains in our memories after putting the magazine down? Perhaps. But maybe it’s because they’re trying to appeal to all different types of consumers.

http://search.creativecommons.org/?q=covergirl+cosmetics

Their newest ad campaign is for their “Nature Luxe Collection” whom Taylor Swift is the face of. This obviously works as the going green movement advances and now apparently is even taking over the cosmetics industry. And COVERGIRL clearly knows what they’re doing by making Taylor Swift the spokes person. She’s young, free spirited, at the height of her career and more popular than ever…and did I mention gorgeous? She has that “natural” flawless skin that we all are supposed to want, so who better to back this new product?

http://search.creativecommons.org/?q=covergirl+cosmetics

The other three ads within the magazine are all two page advertisements featuring Drew Barrymore, a slightly older, more edgy actress who has been a “cover girl” for quite some time now. She’s the face of COVERGIRL’s bold eye shadows and funky colored eyeliners, mascaras, and now their new line of lip colors. Barrymore is an excellent choice for these products because it’s convincing. She really seems as though these are the kinds of cosmetics that she would wear in her own life, it doesn’t seem fake.

I’ve even bought them!

http://www.covergirl.com/