Media Log 7

This commercial is part of a chain of advertisements by DIRECTV featuring Rob Lowe. In the commercial, the well-known, masculine Rob Lowe is depicted enjoying and showing off the benefits of DIRECTV services. Another "painfully awkward" Rob Lowe is shown complaining about the limitations of basic cable services.

Although this ad uses the "testimonial" technique, the technique of transfer/association is more applicable because the awkward and undesirable version of Rob Lowe is meant to be representative of cable and imply its undesirability. The ad is trying to get people to associate cable with being awkward and inferior, and it is similarly trying to get people to associate DIRECTV with the regular Rob Lowe's masculinity and confidence. This intended image of confidence might be the reason for the company's use of capital letters in its name.

DIRECTV also uses the need for affiliation to market its services. People see the ad and think that cable will make them part of a "painfully awkward" group, while DIRECTV will make them part of the more desirable and respected group of people.

The target audience is most likely men aged 30 to 50. These men are old enough to be very familiar with Rob Lowe, and are at an age where they probably have a family and can afford television services. Additionally, men are generally more concerned about being respected than women.

This commercial's humor also makes it memorable to everyone, which aids it in further establishing DIRECTV's image. All of these components combine to make what I think is a very effective commercial.

Media Log 6

This is an ad for Apple's iPad 2 that demonstrates many characteristics commonly seen in print advertisements. The first thing I noticed about it was its use of the colors black and white, which give it a clean, simple, practical feel. This is common for many Apple advertisements.

This appeals to the need for aesthetic sensations. However, rather than making us feel creative, it makes us feel organized and in control. The previously mentioned color scheme is one element that contributes to this feeling. Another is the thin design of both the product and the ad overall. The text has a stylish and simple feel to it, and so does the iPad. It makes us feel relaxed because it's a very simple portrayal. The actual content of the text is important too. It uses weasel words like "Thinner," "Lighter," and "Faster," which sounds great but don't actually give anything to compare the product to. It also lists features like "FaceTime," "Smart Camera," and the product's 10-hour battery and $499 price. So in addition to the weasel words technique, it also uses the technique of facts and figures.

The overall vibe this ad gives off is one of cleanliness, simplicity, and organization. Its target audience is probably focused on young adults and middle-aged adults who value not only practicality and functionality, but also style. It makes people feel in control and powerful because it gives the impression of being a powerful work tool that maximizes productivity. Its use of Apple's trademark "Helvetica" font helps class it up a bit and keep it looking neat. Apple's ad campaigns have been known to be successful. This is partly due to advertisements like these because they show what people want to see. They've definitely worked on me too since I've owned more than one Apple product.

Media Log 5

Motorola recently released a television commercial about the new Moto X smart phone. It showed a man at his computer in his room customizing his phone online and compares him to the man on the other side of the wall that is actually crafting the phone.

The advertisement appeals to the human need to dominate. It shows that with this phone, the consumer can be in control and, in essence, build the phone himself. The phrase "master the possibilities" definitely comes to mind because the consumer is making the most of the possibilities to benefit himself.

It also uses the advertising technique of avante garde to suggest that getting this product will put users ahead of the curve. It also appeals the consumer's desire to stand out because there are different ways to customize the phone and an option for a personal engraving, both of which allow the consumer to set himself or herself apart from everyone else and express himself or herself.

I like that Motorola lets you customize your phone so that you can express yourself, and I feel that this aspect of the advertisement will be very effective. People love to set themselves apart from the crowd and to be in control and feel powerful. Overall, this ad will be successful because of these methods of appeal.

Media Log 4

Velveeta, in an advertisement for its mac and cheese, showed a 2-minute video of a man opening jars for a line of people coming into his house. He casually chats with the people as they come in, letting us know he has a good reputation and is well-respected. Then, at the end of the video, the man reaches down to his table and continues eating his bowl of Velveeta macaroni and cheese.

The aim of the commercial, which is titled "Eat Like That Guy That Opens Jars for Everyone in the Neighborhood," is to make people think that they will become popular and well-liked/respected if they eat Velveeta mac and cheese. Naturally, the company is appealing to the consumer's need for affiliation. The video implies that buying the product will make you the kind of person that helps out the community and gains friends.

The most relevant advertising technique to this ad is the technique of simple solutions. Without any tangible evidence, Velveeta basically tells you that its macaroni and cheese will make you a popular and dependable person. It implies that its a seamless and easy transition that happens instantaneously, and that any existing obstacle in the way of becoming a popular person will disappear as soon as you start buying Velveeta mac and cheese.

This is a pretty funny ad, and the actual product in the video (which is subtly displayed in the bottom right corner throughout) looks appealing. However, this doesn't really make me want to eat Velveeta. It makes me laugh and admire a funny advertising campaign, but it also just makes me realize that Velveeta is trying to convince people on a subconscious level that its product has an overwhelming and immediate effect on a person's social status.

Media Log 3

In an advertisement for its popular F-150, Ford detailed the new features of the 2015 model.

The odd thing is that the ad is over three minutes long, but only mentions a few new features. This is because most of the video has to do with the style and attractiveness of the product, not the actual facts.

Throughout the advertisement, words describing the car's toughness and strength are shown in bold. Ford spends most of the video trying to continue to establish their signature "toughness." This is another example of how wording can be used in advertising because Ford is trying to give off a certain image and feeling with the phrases they use. They want people to think of strength and toughness when thinking of Ford.

The company is also using target specific advertising tactics because the product is meant mainly to appeal to men. They use the male's natural affinity for toughness and strength to appeal to a large male audience. Traits like these are often seen as masculine or manly, which is why they are so commonly used in advertising.

Media Log 2

In a recent ad for the Galaxy Note 4, Samsung told off Apple by showing that its own Galaxy Note's large screen preceded the iPhone 6 Plus's. It showed bad reviews of the original Galaxy Note and its large screen and compared them to the positive reception it received recently, especially in comparison with the iPhone 6 Plus.

What Samsung is trying to do with this ad is:

a) Establish that it had the idea first

and

b) Unite Samsung users by giving them the common enemy that is Apple

Similar to the "lovemarks" seen in "The Persuaders", Samsung is trying to make its name synonymous with originality, so that it will be the first thing people think of when they think of Samsung. They also try to draw people in by harnessing the most primal urge for conflict; they pit their products against Apple's and make their advertising campaign into a war. This is a common practice among advertisers because it uses the primal urge to unite people over one product against another product.

Media Log 1

Sony's ad, "Sony -- Script to Screen," features the use of relatability and prevalence to appeal to the common viewer. In the commercial, an average man is shown writing a screenplay. The commercial then describes the process of the creation of the film, showing how every step along the way involves Sony services or products. Firstly, it establishes relatability by taking a simple concept like writing a screenplay and showing an average, relatable man doing it. Secondly, it subtly makes us think that Sony is the best technology company by showing us that its products constantly surround us and enable us to act on our aspirations, much like they allow the man to make his movie. Additionally, its use of romantic lighting and uplifting music induces a sense of inspiration to the viewer, establishing an emotional connection with Sony. It makes the viewer feel like Sony is there for them and will help them in achieving their ambitious goals.

Personally, this ad has an inspiring effect on me, mainly because I'm interested in a career in screenwriting. I already enjoy the quality of Sony products, but this ad makes me more likely to purchase them in the future and makes me feel emotionally motivated to do so. I think it will have a similar effect on most viewers because of its mainstream relatability and emotional appeal.

These are just a few of the many methods companies use to successfully market their products. Although this ad was effective on me (and probably many others), it does not necessarily guarantee that Sony is a quality company or that it can really make someone's dream become a reality. It is important to consider that Sony just wants people to but its products, and nothing more, before spending money on a Sony item or appliance.