Ad-itude

And He Returns

2011-05-21T07:29:00.001-07:00

Good Afternoon all.

It has been a long while since I have written on here, with work and life in general getting in the way I haven't really been able to write too much.

Now that I have been working in the world of Media and Advertising for nearing 18 months I will hopefully have a more insightful view on what is happening in this wonderful industry.

I want to post once a week, however what I write and how often will be dictated on the news out there, so I am sure some weeks will be busier than others.

Anyway, I am leaving for now and look out for some posts in the near future.

Cheers, Scottie

TV Advertising is Childs Play

2009-11-15T04:25:00.001-08:00

Now all of the exitement of last week's Graduation has been swept away in the weekend storms, I had better get my gear together to continue hunting those hiding Job.

I do fear that I have been looking in the wrong direction. I have been looking for jobs in the Digital forest (A natural destination for this climate), at the media sales market (jobs here are the first to suffer but first to pick up when it gets warmer) and also sports marketing in North America (a separate breed of job all together). Where I need to be hunting is in the dreamy world of TV advertising - Either get chummy with those that own the space, or those agencies who farm the TV land for profit.

There are many that say the land of TV has been over cultivated, and less people are buying into the products and entertainment that it has to offer - People would rather go to the Internet Market, because it's cheaper for both producer and buyer, and it can be bought/consumed any time of the day.

However, the days are getting shorter, the nights are longer and the time spent on the sofa all cosy are becoming somewhat more frequent - Oh and it's that festive period of Christmas. I know that Christmas is a fantastic commercial period for most companies, and for all the media land who are there to promote what these companies have to offer, however I do fear that one has fallen into the trap in assuming TV has had it's day, no matter how good and relevant it still is - therefore ignoring it. Digital is all very exciting and there is a lot of focus there whether its graduates looking for jobs, or advertisers looking for cheaper, and more creative ways to attract audiences.

I think it is easy to do because it is comparatively Old Hat, but TV has to be the biggest commercial driver in the Christmas period- and this is why:

My neighbour's daughter is 10 years old, and whilst in the car talking about TV she said; "I don't watch that much TV really, but I have started to watch a lot more so I know what I want for Christmas".

huh? YES, I know, I couldn't believe it either - she watches more TV so she knows what she wants to buy. For both those who have studied and/or worked in advertising and marketing, to those who have not, this seems a bit too passive and 1970's to not take this statement with a pinch of salt. However I do believe there is a bigger picture behind it. The internet can be a dangerous place for adults and children a like - both what you can find on it, and those who use it. A probable reason for my neighbour not allowing her child to use the Ultimate Argos Catalogue that is 'The net'. Because of this limited access to the internet, TV and WOM is the main way for children to discover and discuss new toys.

The playground is their forum, it's just a shame that it isn't that accessible.

On that note I would like to wrap up this Christmas based blog and conclude that TV is still the point of call for kids who want toys - whether at Christmas or any other time of the year. It always has been and for the next couple of years, will be in the future. TV is as much NOW as digital is and I think we seem to forget that because digital and online are exciting and still growing and TV has become standard and even boring, no matter how good a job it does.

So an end to this ost, I will still endure the job search within digital, media sales and Ad agency as well as TV/traditional, because as we all know, the Future is Bright, the Future is Integrated. Good luck to you all in all your job searching endevours wherever you may be looking.

Cheers, Scott

King of Shave(ing adverts)

2009-10-21T03:58:00.000-07:00

Limited now to only one hour a day of internet by MUM (aka, La Loser), I couldn't wait to get down to the library to write this piece, I'm that excited!

Shaving adverts have become highly predictable, unoriginal and ultimately boring. Gilette ship in their adverts from the continent and/or USA, with Wilkinson Sword additionally taking the L'oreal/cosmetic approach to the male grooming market. Advertisers seem to have fallen into the 'easy' trap of repeating the same as last campaign, or saving cash with importing: see below, crap. (I tried to find the lasted one where Tiger and Roger come out of the tv - but no luck)

As we ALL know, advertising is a fantastic opportunity to really make an impression on viewers about who we (advertiser) are and what we can do. We also know that advertising has different functions for different companies, and with this in mind, one effects the other.

As overall market leader in shaving products Gillette's main strategy is to prod and remind consumers that they are still number one - 'Don't forget we are your favourite'

Wilkinson Sword is Gillettes main rival and so their adverts seems to be a little better but still retain the old boring conventions.

This is where the King of Shaves come in. A seemingly new product in a highly well established market - they have a lot to tell, and a massive challenge ahead of them. It may seem like a risky challenge at face value but looking under the skin (or beard) you can see that is a nice move, and this is represented in their adverts.

The Big 2 are complacent at the top and this is something that is shown in their advertising - bland, safe and boring. They are happy reminding their audiences that they are the best - there really isn't that much to worry about. This complacency is a perfect opportunity to catch them off guard and to allow King of Shaves to make a decent impact in a very secure market.

Their position in the market is well represented by their advertising. For me it's fucking awesome. A completely fresh style which really makes an impact in the minds of the watchers. I know when I first saw it I was amazed in seeing somethging that wasn't the same drivel. But this is what they HAVE to do because otherwise they would not stand out from the Big 2.

Everything I am trying to say - Their position in the market, being new, their advertising is all summed up in their copy at the end of the advert "Bend the rules".

Yes, I know thet they are trying to attract a different type of shaver, a slightly younger audience who aren't necessarily metrosexuals - but the fact is that this is a breath of fresh air.

Everything else has delivered perfectly all they need to do is to deliver a good product which for me isn't at the focus of the brand - it's the new image of shaving.

I actually have one of these razors. I got a free one in my travel edition of FHM when going up to Middlesborough in Summer. . . and it's crap. It dodn't really do too much shaving - maybe because it was a freebee, but should do a decent job still. It didn't nip or cut me so thats a plus, and it may have taken longer to get a closer shave because my neck scarf was as long as it could possibly be without getting beaten up - I may even try it out again later today so don't let my personal account put you off.

Right im running out of time in the Library but I think this is a great ad and poisition for King, let me know your thoughts!

Cheers, Scottie

Vague look into the Future

2009-10-13T01:09:00.001-07:00

With this post I want to take a quick peek into the future of advertising; the weird and wonderful new vehicles being finally put into practise and other advancements on what we already have.

1. The Video Advert in print media.

This is something I was supposed to write about a couple of months ago when it was new and fresh, but I can FINALLY put it into writing, what this has to offer to the future of advertising. The ads featured in LA based subscriber September 18th edition of Entertainment Weekly. You can see it here:

:

A question that I would like to see answered in the next year or so is if this is just a PR stunt to get air time rather than a genuine tool for advertising products. I don't know if it will become a legitimate medium in the future, but for now it is purely based on novelty. I am sure it cost a lot to implement so until it becomes very cheap it will not be used en mass but kept as a niche medium.

2. 3D Advertising

I have a friend, George who currently works at Can Communicate in Richmond, who are a leading company in 3D film. They have recently filmed the Queen in 3D as well as sporting events and anything else one may desire. This has made those brain cells of mine curious about the potentials for 3D Ads. This is something that has of course been done already. Dreamworks' Monters vs Aliens and PepsiCo featured in 3D during the last Superbowl. This was a Big Deal. 125 Million sets of the InTru 3D glasses were made and distributed. That is the only thing that is holding 3D advertising back; the coordination of glasses and making viewers WANT to watch these ads in 3D.

I think there is real potential in this market, however as it is, it just isn't practical enough for the viewers to watch it in their own homes on a regular basis. This is a very good thing though. 3D films are breaking through in regularity and are wowed at, however there is the possibility with over use. A POSSIBILITY. The best and most practical way to get audiences to view your 3D ad would be to;

1. Show it at 3D films or other 3D events that audiences are going to be watching

or

2. Make the advert something desirable to watch. With this I mean something either purely 'fucking amazing' or branded content - such as the BMW short films with Clive Owen. I personally see the future of 3D advertising as something of novelty and exclusivity - has to be kept desirable by excitement.

I may be completely wrong and 3D will become normal TV - 3D will be easily accessible and the basic requirement. This is just my idea of what will happen, I am sure you will have one or two of your own that will shoot me out of the water, but effect do you think technology outside of advertising will have on Adland, if any?

Cheers, Scott

Car Ads [review] spark discussion

2009-09-27T04:36:00.000-07:00

I had this article passed onto me by a friend and colleague Phil Freddy Weinbergerson Pickering. As both our titles suggest (yes I did copy him), Cars Ads have sparked discussion, however I think William Jeanes' article is the one that is making the discussion boards.

If you can't be bothered to read the article I will sumarise it for you: William Jeanes suggests car advertising should be literal- detailing suspension or roof strength etc.

This is the opening excerpt (my italics):

Do we have yet another advertising scandal on our hands? A full-page four-color ad touting the tiny Smart car’s safety features appeared in the September 10 issue of USA Today. By way of illustrating the minuscule microcar’s muscularity, the ad included a photograph of a size Medium elephant standing on the roof of a Smart fortwo . . . There was a tiny problem with the elephant photo, however. If you thought the Smart’s body was strong, maybe you’d better have a look at its springs. The suspension is stiff enough to withstand the weight of an elephant without a bit of travel.

The Advert in question is this one:

Basically, this advert doesn't truely represent the effect of having an elephant standing on the roof, regarding the suspension and roof strength. The author is persuaded in thinking this is an issue and confusing for smart car buyers - but it's not.

I know there are crap adverts out there; some are misleading, boring, old fashioned and just cringeworthingly bad, you know the ones, that make you slap your forehead and flip the channel before you mum or partner asks if you were involved in 'that one'. The issue isn't conflicting ideas of a crap creative in a business sense because there are a number of shit ads out there. The issue is the creative essentials and expansion of reality that Jeanes feels does not see fit in a car ad.

Cars are high involvement goods and consumers need to know they are making the right decision, there needs to be an added extra value with a purchase. I as a consumer need to know that the car I am buying fits my lifestyle, represents me as a person in the correct way, and emotionally does what I want (that's what we are told anyway). That is why car adverts, and most others tend to communicate an ideology, a corporate image, an experience, a lifestyle and everything else that makes up a BRAND.

I am not naive enough to think that Jeanes doesn't understand this, because he is of course a consumer of goods and products, and isn't stupid. But he has got caught up in his 'AOL Editor' position though. He is receiving the advert not as a consumer but as a car buff, something he has failed to step away from in light of reviewing this ad. He is of course interested in the specifics and realities of the car (it is his job of course), and not the ideology and imagery that comes along in a consumer world.

But why is he reviewing the bloody advert, something that IS based on something he isn't interested in? It is like a camera engineer writing an article damning The Blair Witch Project to hell because of the step back in camera technology used in a major film (this is an example, so please don't flag me up on this!). Most people don't care or understand, or care TO understand all the technicalities of a car and that is why creative adverts appeal to the majority of people because it goes beyond what we already know; it goes forward and backwards and is safe, that's. As I said earlier, it tells me how it's going to fit my lifestyle and what it say about me. And as a result it makes a good viewing, unlike these two adverts - Ad 1, Ad 2 (although highly enjoyable adverts, but for all the wrong reasons, like laughing at the clichéd 'father wedding dance' anecdote. And yes, I know the 2nd is a spoof).

In light of the above, his article makes him seem like a moron or as a friend said, "a cretin" for advertising ignorance, a view shared by many other readers of his article, and I am sure the advertising nerds reading this. It may be a mistake because his POV is so, just for the sake of writing a critical text. A lot of the comments left are highly critical of what he has written mostly along the lines of "DUH, what do you expect from an advert - not realistic!". However he could be pulling one over, as the whole article could be a farce in order to drum up some user generated content on his page and just to hook people in. I don't know, but whatever it is, has got me thinking and writing on this sunny Sunday.

I would like to speculate - whatever the motivation of his article - and wonder what Mr Jeanes thought when he saw Fallon's creation for Skoda in "Cake".

"WAAAAIIIT a minute, I cannot buy a Skoda, what happens if it rains? or in summer time it will attract loads of bees, and ill be replacing the fanbelt every trip. I am NOT going into a candy shop to patch up my car . . . and neither should you. And if I crash, Ill get gum in my eye brows"

I am being silly, I know, but one can't help but wander.

Cheers, Scott

Political Face-off

2009-09-10T06:42:00.001-07:00

The Broadcaster Sky is trying to gain signatures to push the leaders of the main three political parties to participate in an American-esque debating face-off. The Head of Sky News John Ryley, has written letters to Prime Minister Gordon Brown, Tory leader David Cameron and Nick Clegg, Leader of the Lib Dems putting forward the live televised debate can help restore the lost of faith in politics. It is a proposed move to re-engage voters around the time of the General Election.

This will be the first time a political debate between British leaders is broadcast live on TV giving voters the opportunity to have their questions heard and answered by the top brass. So far Cameron and Clegg have agreed with enthusiasm with the latter stating he would “relish the opportunity” to go against his opponents.

I do feel that Sky have looked at our cousins across the waters and seen the enthusiasm, the hype and interest of everyone that is brought by the election period, and thought it would be a great idea to import the same techniques to get British audiences ‘re-engaged’.
However it is obvious that Sky is consciously naive of the effect it will have on ‘actual engagement’ for the purpose of commercial gain.

I shall explain to you by what I mean by ‘actual engagement’. The hype and excitement that surrounds American elections is caused by media and Spin Doctors. There is extensive advertising, PR in the form of television debates, the use of Youtube, Twitter and Facebook and rallies. Voters become highly familiar with the politicians, their lives and the slogans they promote. As a result there is massive turn-out and everything looks like a success. The country is officially more democratic, there is a voting and political culture and it gives people something to look forward to more than a leap year. These are all positive and desirable attributes for any nation to have however this has been slightly ill-defined as political engagement. Yes, voters are more engaged, but it’s not in the politics; it’s in the celebrity politicians, the gossip and emotional connections voters have with politicians. Looking at this you can see what I mean of ‘actual engagement’; engagement in policies or the political process. Voters are no more informed of policies than they are about how often Gordon Brown changes his pants. (It wouldn’t surprise me if they did know the latter).

So this is why I say Sky’s proposal is ‘consciously naive’, because it’s highly predictable that this TV face-off will end up like PMQ’s – Childish point scoring. The ‘dumbing down’ of politics is nothing new to British Politics, with many people viewing Cameron’s attempts to PR his way into government, however the introduction of the TV debate will take it to new lengths. If this is the case, people voting like it’s a popularity contest, and then surely having more ill-informed voter’s results in a less democratic system as votes are, well, empty?

I agree there is already a lot less policy based politics now in Britain than there was, and there is a struggle to get younger voters interested, however making politics about the biggest smile and the best youtube account isn’t the way get people’s political taste buds buzzing. This is what the Sky Debate is really, but also makes some money for Sky as well.

Of course criticism should be ½ the argument, solution is the 2nd half. I am yet to think of anything that could be done to make the actual politics and policies more interesting off the top of my head; however I shall come back with some ideas for a post soon.
Do you think it’s a good idea for Sky to have this debate or is it just a waste of time?

Cheers, Scott

Going Logo

2009-09-08T08:50:00.000-07:00

Hello All. I thought it was about time that I had a logo for this blog. Something that is catchy, visually pleasing and says something about this blog and the subject. I need something more than a man breastfeeding a child.

I am therefore opening this up for all of you to help me out. Please leave a written description below and a picture if you want, and I will pick out the best and put it to a vote. The winner will be most graciously be credited with the idea and also, when I start my own Agency, you will be employed (Terms and conditions being thought up as I type this)!

I have an idea already:

To have a middle finger showing that has some copy on it saying "Advertising space" or"Space for sale" etc.

Fanta's Secret Teenage Connection

2009-09-06T07:45:00.000-07:00

This video shows how Ogilvy have taken something that originally used against kids into something useful for them.

I think that this has been a great exploration of new technology to better target the teenage group. Seeing as I am not a teenager and unable to hear these sounds I don't know how different it may sound from a 'normal' sound however I feel that it ca get slightly annoying and cause some problems in the classroom. If Fanta have the exclusive use of this technology for commercial purposes i.e. Patent, and becomes something of a 'fad' then this could prove to become a highly successful move by Fanta.

Although adults won't realise what they are missing out on, or have any knowledge of when messages are being sent around, I think the principle idea of having hidden messages only audible to teenagers is slight worrying, especially if it the technology to create messages is made publicly available. However in the context of this individual case for Fanta, it creates a community or a welcomed barrier between teenagers and adults, an 'in' group. This technology sparks some innate tribal instinct which will then lead to it becoming a fad.

However I can't stop thinking that it is too much too soon. What do you all think about this?

Is it awesome, or is it going too far? Do you think it will catch on or prove to be a flop?

Let me know by commenting below.

Cheers, Scottie

Favourite Online Campaign

2009-09-02T11:17:00.000-07:00

Right, The following is an extract of an email I sent to a Digital Agency in London. I was asked by them the following question: In no more that 200 words, please describe your favourite digital marketing campaign and why you think it is effective.

Hopefully it was good enough to take my career further. Only time shall tell. This was my Answer

Comparethemeerkat.com

This campaign is at the forefront of my mind, which is a good sign, and so this is my favourite online campaign at present.

Comparethemeerkat.com follows the trend of website imitation, with there being many offshoots from Youtube.com and now with Twatter.com, the mock Twitter site. These offshoot or mock sites have proven to be hugely popular, making the creators a lot of money in tern. The only difference being that in Compares was constructed and funded by them, not an unwanted 3rd party. This in principal creates a great rapport with users, which is supported by the fun content; Highly involving, there are petitions to get ‘simples’ into the OED, links to facebook groups etc. The content is created with the online sharing culture in mind, to increase views. From support of more traditional media, it is obvious users are supposed to visit Meerkat first, enabling users to familiarise themselves with the brand, the genuine site layout. As this is done in a commercially subtle way without any ‘hard-sell’, it is just a little nudge in the direction.

That is why this has become such an effective site, because web users are actively wanting to interact with the brand, which ultimately puts comparethemarket.com in the forefront of their minds. It also makes something such as Market Comparison less boring and more approachable. This very different approach based on relationship building rather than function differentiating is something that makes me favour this site and campaign, and also compliment Comparethemarket.com’s bank balance.

Cheers, Scott

Follow-up on Frachising sports

2009-08-31T04:06:00.000-07:00

I feel I may have been somewhat either a little naive or ignorant by suggesting that there is a lack of collective passion for franchised sports teams. I think this may be born out of my personal lack of genuine affiliation and connection with my own NHL teams across the pond.

I have never been to Phoenix, I don't know anyone who lives or works there, and none of my family come from or been there either. My affections are based upon the first jersey I had bought for me whilst playing for my local team in Basingstoke.

My comparison between hockey and English football also assumes that they two sports are on par with each other based on popularity. Football in England, Britain and most of Europe (maybe even the World?) is the national sport, or certainly officially the biggest. Having American friends I have come to believe that hockey is generally seen as the 4th sport of America (after Baseball, American Football and Basketball). With this in mind, it may make the use of 'markets' to describe potential fans in the article that sparked my original post (Which should be re-names Issues of franchising sports teams rather than Problems with franchising sports teams), seem a little more sensible. Football is undoubtedly the biggest sport and really doesn't have to fight for fans. Near enough every town has a team that plays in a national league and so there is ever really a problem with having a fan base. Of course there are going to be fights for football fans (not literally) in a shared area (for example, the South coast of England, where I grew up there is a large mix of Southampton and Portsmouth supporters - so geographically, I am in the middle). So for this geographic middle ground, there is competition for support. There is no competition for fans from other sports such as Rugby or Cricket.

With this in mind, hockey has a lot more to compete with that other teams, but 3 more sports that are bigger (I appreciate Canada is a different story).

Aside from my assumptions I think I could have re-worded my concluding concerns in a slightly better way than I did. The issue of new franchised sports teams instills on its fans is the fact that it's new. I think it is hard to embed a deep sense of loyalty to a complete new team that has no history or cultural sinificance within the city. So when something goes wrong, such as Phoenix' losing streak, home attendence starts to deplete. This may not be a problem for well established big teams who have more than enough fans to fill the stadium even in a dry patch. So with new teams, support increases with wins which is great for a winning team, but retention is a problem with a losing team. It is THIS that challenges marketers and the heads of hockey to ensure there is a lot of support in times of need.

The issue of "Shared Markets"

I think the nature of support for teams are generally different in UK football than the NHL. Take Southampton ad Portsmouth for example. Both teams have always existed for over 100 years - like nearly every other team and on a national scale may rise and all in fame. Southampton once in the Premiership in 2003 is now in League 1, and Portsmouth have risen to the Premiership within the last 10 years. However once you support Southampton, you will always support Southampton - the length of support you give may of course change depending on the success but as a rule, you are not going to start supporting Portsmouth. Having grown up with this sort of sporting culture, I do find it hard to understand how quickly a new team can gain a big fan base and worry near competition. I know our systems don't facilitate such a scenario, but if a brand new team was developed in the same area, for example, Alton, by someone with a lot of money, it would be difficult to find support because everyone in the area will have already established their support for other teams over the years. The only people who would, were those that were indifferentabout the sport in the first place and therefore didn't follow a team, or kids. Coming from Alton I am not going to stop supporting Southampton.

It is this situation I have only recently (the last few years since really starting to follow the sport with a passion) really come across . Maybe the news report got it wrong, but reading that Toronto were worried about a potential move of Phoenix to nearby Hamilton, OT, I couldn't understand why. Surely if everyone in the area were Leaf fans, why would they change out of pure convenience of maybe a 30 minute drive? Why would people stop going?

As a result of understanding why fans have a affiliation and how to gain loyal fans, maybe out of common sense, maybe by looking at established teams and how franchises of recent times in the NHL have become successful straight from a move - which is to get them young. If you get them young, you keep them. This is what marketers have been doing with the newer teams. They don't have the benefit of a 100-year history that Montreal has. A lotof the newer teams I have noticed, and the rest of the NHL if I am honest as well, are focusing on those grassroots. Summer camps for kids, that are free, community involvement from players, and truly trying to immerse the team and the players into the culture of the area.

So what are the 'Yotes doing to create a core of loyal fans?:

I saw this video that really showed the newer teams, especially those in the South really trying to get in with the community. I know winning is something that everyone wants to see their team do, however loyal fan base takes time to build and should be earned, especially in light of instant franchised teams. I like to see this happen. It happens in my town of Alton as well, with Pompey in the Community - although Portsmouth are my Southampton's rival team, they are doing something right in being visible in the community, and as a recruiting young fans.

And more Specifically?
8 Coyote Charity affiliations,
Youth Hockey Development

Click on the links to see to see the extent of community work and involvement is. You can decide if you think it is sufficient. This video is an example of what is going on down in Sunny Phoenix this summer with the Local community.

OK, so the 'Yotes are obviously working hard to engage with the local fans and communit which is perfect. This ground work shall prove successful in the future I am sure as has happened with New Jersey Devils for one. However I think the fruits of Coyote's labour will be too late for this current situation. Either that or something extra will be needed. As you can se with the video and the website, and I know from the last few seasons there have been numerous hospital visits etc, that a lot of community work is being done. I give all my wishes to the Coyotes team in this tough time and look forward to seeing them on the ice again for many a year to come.

If YOU have any comments on how the Coyotes could ecourage the local fans to get involved in the team and to side by their side please let me know.

Cheers, Scott

The Problem with Franchising Sports Teams

2009-08-20T07:11:00.000-07:00

THE NHL - PROBLEMS WITH FRANCHISED SPORTS

Background

In 1972 The Winnipeg Jets were formed to play in the league controlled by the World Hockey Association (WHA), moving to the National Hockey League (NHL) in 1979. However in 1996 the Winnipeg Jets moved out of Canada and down to Phoenix and the Phoenix Coyotes were born.

The reason for moving (Wikipedia):

As the NHL expanded in the United States, operating costs and salaries grew rapidly; this development hit the league's Canadian teams particularly hard. As Winnipeg was the league's fourth-smallest market (eventually becoming the third-smallest market after the Quebec Nordiques moved to Denver in 1995), the Jets were unable to retain their best players. Various schemes were devised to save the team through a tremendous grassroots effort and government funds, but in the end the efforts were not enough.

As a result the team folded, was bought and moved to the desert of Phoenix. This is a usual occurence in the NHL.

1980 - Atlanta Flames become Calgary Flames

1982 - Colorado Rockies (Previously Kansas City Scouts) become New Jersey Devils

1993 - Minnesota North Stars become the Dallas Stars

1995 - Quebec Nordiques become the Colorado Avalanche

1997 - Hartford Whalers become the Carolina Hurricanes

There are a lot of teams that have been born out of nothing. There are new teams such as the Columbus Blue Jackets, Nashville Predators, and Minnesota Wild all that are 10 years old or less. I think one of the most famous NHL teams to non-americans is the Anaheim Ducks (Fomerly the Mighty Ducks of Anaheim). This team was a creation of Walt Disney Pictures that developed into a genuine NHL team. This, I think, says it all.

This gives you some background to the franchising of Ice Hockey teams (obviously focusing on Ice Hockey) so I can talk about the Phoenix Coyotes in some sort of context for you.

The reason I want to talk about my 'beloved' 'Yotes is that they are in the same situation as the Jets were in 1993. On May 5th the current owners have filed for bankruptcy and putting the 'Yotes up for sale. The NHL Commissioner Gary Bettman is dedicated to keeping the team local to Phoenix. Originally only open to offers to keep the team in Arizona, Bettman has been forced to open it up to re-location. Relocation of my team and a resulting re-naming leaves me stranded.

What the hell do I do? This doesn't happen in the UK with football (apart from Wimbledon/MK Dons) I have never been in this situation before. I saw this report that really made me think. If you read it, I wonder if you spot the same thing as I did.

It says that relocation to Hamilton, OT (One of the proposed moving sites), worries Toronto Maple Leafs as they will be competing for markets. WHAT? Markets? Followers of sports teams should not be described as markets, they are fans, certainly not in public in a newspaper. This made me think about franchising sports, the set up of the NHL and all the problems that come with it.

Situation

Lack of loyalty - Because of the way the league is set it, people with a lot of money, ultimately can create a franchise to be included in the NHL. Yes, CREATED. Because this can happen there is a lack of grass root support. As it is a winter sport, it is a native sport of Canada and the most northern parts of the USA (Hence the Original 6 - Detroit, Toronto, New York Rangers, Chicago, Montreal and Boston), franchising and start-ups is the best way to expand the sport across the country. It has worked successfully, with teams like The Ducks winning the Stanley cup in 06/07 season but Coyotes is a current example of the problems that this lack of grass-roots genuine support.

So when a team is in trouble, as it is, not too many people are going to be that bothered. For example, when Rover went bust, car users will just go somewhere else when they want to purchase a new car. It shouldn't be like that for a sports team.

The league set up - Unlike the in UK, the NHL (and all other American sports?) use a drafting system, where players get to play in the top flight by being picked in the summer drafts. The team that comes bottom in the NHL gets 1st pick, and the league winner gets last pick, in lame mans terms. This is a great way to bring in young talent and sustain the quality of play for the future. In the UK, we buy foreign players. However, this is only great for the individual players. There is no relegation and promotion set up, where the successful are rewarded and the crap aren't. This limits teams and great sporting institutions to stay in the same leagues with the same teams for what seems like an eternity. I can understand the problems in the football leagues here, where teams can spiral out of control. Teams like Leeds who went from Europe to League 1 in a matter of a few years, and more recently Southampton who went from the FA cup final in 2003 to League 1, having scraped existence by an hour or so (and also started with -10 points). However these are rare occasions and as it stands, these teams do exist. However with the fickle 'market' as the report put it, teams can pick up and move, and leave Phoenix with nothing.

The league and whole drafting system is run like a business plan. It is run like an education system. You go here and then go up a level to here and finally, if you make the grade, you will graduate to the NHL. These is no graduation from team to team in UK football, you graduate from academies, for sure, and lower teams are used by the bigger teams to allow their kids to earn experience, however, these other teams have the opportunity to take advantage and take the next step up. I think this leads to a lot of respect in UK football, and the whole football format, because teams who are in the top flight deserve to be there because they have earned it. OK, a team like Burley may be shit, but they have earned their opportunity - and once there even greater fan support. Unlike Phoenix who admittedly didn't earn their place in the NHL, it was delivered, and as a result, there is a sense of snobbery in hockey to not being a proper team. Like a kid getting great grades because daddy pays more schooling fees. A Crap example I know.

As a result of all of these, huge stadiums are quiet (even in the Stanley Cup Finals, the crowd was quiet unless there was a goal, check or fight), when a team is in trouble there isn't as much genuine support, even in non-troubled times its a constant effort, fans seems like empty supporters, there because there is nothing better.

AFC Bournemouth is a small club but by gum, fans are blood fans, fans for live, PASSION. Toronto Maple Leafs should not be worried about a new top league team invading their space; they wouldn't be if the fan base was like it is at small teams. But it isn't their fault, the way it's marketed, the league set up and the way teams are treated like products by management.

Best way to put it, big franchised teams are like toys, when they break, you can buy another one. Non-franchised teams are like puppies, there till you die.

Solution

I don't really know if there is a solution. The NHL compliments itself with young talent, a lot of teams and it makes a quick buck but crap support. Grassroots football (or any other sport for that matter) has genuine quality support and reward granted when due, with a less efficient home-grown player arrangement.

I don't think the solution is by conversion to different league systems. They are onto something good with those home-grown guys, but I think it is essential for the players in the back bench and the press to stop talking and seeing teams as a product - a sense of grass roots needs to be instilled in to the local community. But for new teams I think this will take time, for the generation who grew up with a hockey team in Phoenix to get old. Patience is needed. The most successful teams in the NHL are from the Original 6. There are of course teams that have a strong and genuine following, Montreal for example, the only French Canadian team in the League, which surely lends a sense of belonging to that team, but for the others, they have built up this following because it's 100 years old this December (4th). For a team to become successful and have the same status as these teams, it needs to get established and take its time.

Businessmen are impatient. Stop treating it like a business and fans will become loyal and not treat it with the lack of affection as a toy. Something the World 20/20 cricket franchise will learn soon I am sure.

Cheers, Scott

Swedish Twins . . . mmm

2009-08-18T07:34:00.000-07:00

This is an advert raising awareness for the the National Hockey League. It was shown only in the USA and Canada as these counrties are where the NHL is played. The main way that the ad agency wants the audience to remeber the advert is by using humour. It plays on the way that grown men act together in a group away from the family and the perceptions of 'Swedish twins'. I think this is a good advert because unlike some funny adverts, the brand or the message can be forgotten. Because of the nature of what is being advertised and how representatives of the 'product' (The NHL) are the initiator of the comedy it is hard to forget what is being advertised. The initial hook is the mentino of "Swedish Twins". There are two thoughts that can occur from this, either that the ad will have some stereotypical swedish twins (so the viewer hopes to see some sexy ladies) or that there will be a funny twist. Of course there is a funny twist, with the Swedish twins being the current most famous brothers in Ice Hockey, Daniel and Hendrik Sedin.

More than this twist they are in their hockey gear, also strengthening the link between the advert and the brand. Although the dancing of the sweish duo leaves a lot to be desired I feel it targets the audience well, especially as the TA are included in the ad, in a social situation they expect to be seen in (drinking with friends that is!).

The advert I think is to try to make the audience feel more involved within the league and the sport. They have done this well in a number of ways. Firstly by the Tag line, "My NHL". Another way is by using Hockey Stars and letting them interact with the supposed TA. This makes the players who can sometimes seem like they are so far away in stardom (as in many sports) closer to the fans and more approachable. This advert is one within a series that all went out at the same time. I have not had this confirmed but I think each ad was shown in the area of the team represented in the ad only. If not it certainly represents the area of the team in the advert. I know this because the other adverts featuring players Such as Jonathon Cheechoo for San Jose sees him riding a surf board. Overall, I feel this ad represents and appeals to the TA effectively and does the job of making sure the humour doesnt over ride the conveying of the message and remembering the Brand.

Cheers, Scott

To View the original post that includes the video, click here

Katona is dropped

2009-08-18T04:08:00.001-07:00

Kerry Katona has bee dropped by Iceland FINALLY, after News of the World published hotos of her snorting Cocain in her bathroom.

Iceland who previously had stood by her when going through some highly public, personal problems, saying she was a normal mum going through the problems of fame, and sticking by the side of someone who is mentally ill.

This however, is something different that cannot be supported. She had a close shave on GMTV last year when she was slurring her words. She was only ket on as the brand ambassedor because they had already shot the Christmas campaign - too expensive to re-film.

I am supprised however it took this long to get rid of her. I can understand that the problems she endured were because of her illess and normal to anyone, a part of the charm that probably that made her a great person to front the Iceland brand. However I still do wonder what effect it had on the Iceland brand. Even as a student I would much rather go to Lidl than Iceland not only because the food was better quality, but I just didn't want to be seen dead inside the iceland. I know I am not the target market, however others should not be so obviously unwilling to enter the shop. Hey, La Sensa isn't targeted at me, however I was not nearly as nervous to enter with my housemate as I was going into Iceland.

This I put down to Kerry Katona. I can understand she may be a great role model for people in the same situation as her, however Iceland's TA isn't full of washed-up celebs, but young mums, who I am sure don't really aspire to be like her. She is a state.

Enough of slating Katona, this is not a Red Top, so who will be the next person to represent Iceland alongside Coleen Nolan? Katie Price maybe?

Get it right Iceland.

Cheers, Scott

Anti-social Networking

2009-08-17T07:09:00.000-07:00

I was going to write a blog about social networks based on this, that I saw in The Guardian today, however it turned out to be a long line drivvel. I still want to share this though (see 1) and the websites I have discovered as a result. So I am not going to attempt to derive any meaning of significance from the existence of a of these websites - just to let you know they are out there, and quite funny!

1. Having read todays Guardian, I came across this from Benrik

2. Bugroff - the networking site to get some peace and quiet!

3. Snubster offers an 'enemy-designating application' for Facebook which allows users to first put offending persons 'On Notice' (with the chance of redeeming themselves as a friend) or to immediately list them as 'Dead To Me'

4. http://www.ifuckinghateyou.com/ "Your enemies enemy is my friend" - Everytime I look at this I have to chuckle.

Some are real some are not, however all are comedic in just taking the piss out of Social networking. Anti-social networking is something new to me, however they all seem out-live my online life.

I do wonder if there is going to be the Twatter beta launch - Maybe a great PR opportunity for David Cameron on the online version of HappySlapping

Cheers, Scott

ASA ban Skinny Water Ad

2009-08-11T08:40:00.000-07:00

Well, that would be nice wouldn't it? It hasn't however I would like to see it done. And this is the story behind why.

Story Behind Why

Whilst watching a documentary on Charles Manson last night I came across the advert for Skinny Water that took me back and made me wonder how this was allowed to be aired. See it here

This seems like something to come straight out of Hollywood that dupes people into thinking normal water is so unhealthy. Damn, what have I been doing all my life, drinking tap water.

The product is of course flavoured but it takes a while to introduce the fact it isn't normal water. As for added natural ingredients, well, it looks like something to reel in the already gullible consumers of bottled water.

It wasn't this that really got me going (although those who know me know of my dislike of bottled water), it is the name of the brand, Skinny Water. It does not present itself as the Skinny Latte does - A Latte, but without fatty milk or whatever (I'm not a coffee connoisseur, I like it black, strong and no sugar), but there is NOTHING to take away from water. I think that is how it was pitched, and used in it's defence for the word 'skinny' however it really doesn't come across in that way.

The tag at the end of the advert says "What are you Waiting for? Get The Skinny"

That is what it reads however listening to it just says "Get Skinny", which I think is a terrible misrepresentation of what the product does (its water for Pete's sake) and it seems to promote and add pressure to those who may want to lose weight. There is nothing different about this product than drinking 3 bottles of tap water a day to stop that feeling of hunger - Water fills space in the tummy.

This is supported by a forum threat I saw about the product and what is mroe worrying is that 13 year old girls are writing in asking for advise if they should buy this product so they can become skinny. Check it out here

I really don't think this advert or product should be on TV, certainly in the format it is now. It is just atrociousy and wrongly suggestive of what you should look like and the ways of going about it.

If you fancy complaining, you can do it at the ASA website here

Am I over reacting?

Am I just in my thinking?

Let me know

Cheers, Scott

(P.S. If anyway one has any ideas why I am being prevented from embedding videos from outube, let me know, would make it easier for you all)

Optical Illusions in Advertising

2009-08-09T14:27:00.000-07:00

Having seen the ford KA advert, and browsing on the internet I my attention was brought to subliminal advertising, something that is always interesting - to see if I am fooled. Subliminal Advertising however is supposedly long-gone. This was highlighted in 2007, marking the 50th anniversary of the original experiments by the subliminal grandaddy James Vicary

However there are still some clever and sexy advertising out there that really plays tricks on the mind. Not so much subliminal in the illegal sense of !BUY ME!, but more clever hidden messages when worked out makes you think "oooo, clever"

Here are some of my favourites adverts demonstrating clever optics

1. The new Ford KA

2. Landrover

3. Club Med - How many Faces?

4. Schick Quatro

5. Clubbing

6. FedEx

These are just a few of some brilliant adverts that rely upon illusions to get their message across. If you wish to see more see here @ Moillusions

Cheers, Scott

Sexting about!

2009-08-07T02:33:00.000-07:00

There have been some reports in the papers and online this week about the phenomenon of sexting. If you don't know the term I am sure most are aware of the behaviour attached to it; The texting of explicit photos to someone.

The concept of sharing intimate photos has been around since it was possible to record a photo on a piece of paper and I suppose sexting is a natural progression from the posting or sharing of photos to remind people of what they are missing. It is not however this act of sexual deviance that is leading some people to be concerned it is the dangerous new tools that are being used to share such photos.

Images of such nature should be going to someone you trust such as a partner or spouse however if it gets into the wrong hands then it can be highly damaging to the owner of the image. If you lose your phone with nude images of our girlfriend, the finder of that phone is likely to see them and can send them to anyone, post it on the internet - anywhere - where as with a lost photograph it is likely to just be passed around the pub. Either way this is likely to cause embarressment and could have severe consequences at work or in the family.

The concern does not come with the saving face of adults, but the lives of children and teenagers. Most young people around 14 years and up have their own phone with a camera on it, and the privacy to use it for more than holiday snaps.

Teenagers are always going to be experimental and interested in sex, this is nothing new, but the technology that is so accessible to these young people allows them to experience it in a completely new way. It makes the experience easier and can be stored and kept for later. There are huge implications to the way these teenagers are using this technology, as the same with adults, can cause massive problems in the playground. You can read the full report here at Guardian.com and I would just like to comment on if it is a big problem or adults just complaining again.

As the report suggests, and for anyone with some dignity, intimate images you wish to send should be to someone you trust dearly. However, when that trust lays in the hands of a horny 15 year old boy with an ego to feed and mates wanting to see the boobs of Sarah from science class, that image is unlikely to stay in the pocket of the receiver.

"oh this is just playground fun" - No it can be more damaging. Rumours or anecdotes of what Sarah did can be debated and over come, photo images cannot, and have been used to bully kids at school in a way that teachers and the government has ever seen before. It is more than embarressing to find your pictures on the college network - people have killed themselves over such occurrences. With respects to the receiver being a 15 year old boy, I only have an ounce of sympathy. If you don't trust this person 110% or are just worried about it getting passed on, then stand up and say no. I know the pressure can be on, but that outcome is likely to be better than if you do send it.

Aside from the personal damage it can cause, there are also now a lot of legal implications for the forwarder and viewers: Voyeurism, watching sexual act of a child, conducting sexual act with a child etc. If leaked online there are copious problems as a result - Just dangerous.

I know this has been written as the boys wrongfully sharing but isn't one way, boys shouldn't feel pressured to get out their Johnson on the basis of false promises leading to a gaggle of giggling girls.

So what can be done?

As suggested above the consequences are immense as has proven in the past - public humiliation, bullying, police involvement, having to move schools an even suicide - but Sexting cannot be banned or prevented by intervention. Looking into text messages for naughty pictures is against some privacy act I am sure, and the only way to prevent many people getting into the same situation as many have before is through education. The technology will stay, and even be enhanced. Teenagers are going to be exploratory, horny and egotistical. It is unlikely that people are going to suddenly become more trustworthy and respectful for the naked form and privacy of the sender, so educating individuals highlighting the possible outcomes of their actions is essential. Making them think twice about it. Those whom already have committed their bits to the airwaves will probably learnt by experience and unlikely to do it again (that is, if they don't enjoy the attention).

So what do you think?

Do these kids need protection or do they deserve it?

Do you have any exaples from your school or friends caught out?

Cheers, Scott

Modern communications and Society

2009-08-02T15:09:00.000-07:00

Right. I didn't get the job at Ogilvy Healthworld, but that's OK. It means I can write more blogs, and keep those 10 people who read my blog entertained for another 3 and a half minutes. Thanks for those who asked via facebook, MSN and MMS Text.

Ahh, Facebook - and modern communication. It is one of the biggest things to have ever graced the lives of so many, to affect enterprise for the best, to make so many stars out of the normal people out there. Modern communication (so, the internet, mobile communications etc) and everything that comes with it (social networking, ebay, blogging, retail) has been the biggest revolution to effect so many, since the industrial age. So many have benefitted it is unbelieveable. However, there are those that still that use it as a scapegoat for societies pitfalls.

I read today on the BBC website that Archbishop Vincent Nichols has blasted "Myspace and Facebook led young people to seek 'transient' relationships, with quantity becoming more important than quality".

The main argument coming from Nichols is that relationships are not as 'rounded' as they used to be because we are no longer asked to read body language, or tone of voice because electronic written communications don't really allow for this, leading to non-rounded communities. He does not deny that there are communities online, however he is left sceptical in believing that these communities are based on boasting about ones self to as many people as possible. This can result in teenagers or anyone for that matter, feeling isolated and desolate when these non-real relationships - and even suicide.

I can understand the concerns. There are people who have 700 'friends' of facebook and 7000 followers on twitter. Surely they can't talk to all them? They are making up for something aren't they?

I don't think so. I have around 460 friends on facebook, and God knows how many on Myspace (only 29 followers on twitter however, most insist in selling me something). I agree with the Archbishop that most of them are not genuine friendships, but acquaintances. These acquaintances are real however, and would exist with or without facebook - it is merely a list. My best friend does not have facebook, myspace, twitter or is on any networking site of any sort. The only way for me to chat to him is to call him up, or drop him an e-mail.

I have a realistic idea of who my real friends are, and who aren't. I know which people are adding me for my body, and those who add me because I listen to metal, and those who add me because I am friends with them in real life. So, I talk to them accordingly, about my body, Metal and real stuff. I don't think the Archbishop realises that people are not stupid and are aware of who these people are online and the relationships they hold with them. Of course, there are some deluded people out there who are genuinely obsessed and create false friendships with Devon and Randy - the Porn and Rock star duet, but this is something that is wrong with some individuals who use social networking to create friendships that cannot be found in real life, not the networks themself.

Most people in life can make genuine friendships, those who can't, use social networking. It's easier and more acceptable to be creepy online.

But this is nothing new; The blaming of something new, of something that isn't covered by the bible, or something that goes against it. Rock and Roll encourages promiscuity; Heavy Metal encourages the worshiping of Satan, Cliff Richard and Wham! promote homosexuality. However, the results are always the same. Promiscuous women, Satanists, Gays and those unable to build real life relationships already exist, they just tend to levitate towards these specific social tools to express themselves. It appeals to them. Just makes what they do or who they are more acceptable (homosexuality and Satanism).

In the evening I played a prank on a friend which turned out to prove a kind of a point in the end, or this blog in argument against the Archbishop.

Prank victim: One certain colleague from my course, lets call him, Steven

Prank: Peter Andre was on BBC Radio 1's programme this evening, promoting himself and the new single. 'Going in Alone' [something like that], and someone text in as 'Steven' "I love you Peter, and I love the new single. Are you ready to re-marry? Love Steven from Kent". Everyone heard it and wrote on his wall about his new love for Peter Andre.

Here is the Catch: It's bollocks.

Although Mr Andre was promoting his new single on radio one, no one text in pretending to be Steven. I wasn't quick enough for that. I managed to contact as many people as possible who may be friends of 'Steven' via facebook chat, and asked them to say they heard Radio One announce his text live on air, and react to it; and they did. So, Steven now thinks someone text in pretending to be him, about fancying Peter Andre, and now he wants to find out who did it. But it is all made up.

What resulted from the prank?

Collectively there are 60 different posts over all (and counting) that I know of (not including IM, PM etc). This accumulated in about an hour so I was rather pleased with the mini buzz that was created around this little white lie.

So what does this tell me?
Firstly, it says I need a job. I have spent all evening trying to orchestrate this joke. Yes, that is what it originally was, a joke, to fill the time. After the joke was finished and I started to write a blog on what the Archbishop had said, I realised this prank born out of idleness seems to prove a point on communities.

Well, it tells me that there is a big sense of community online, especially with Facebook. Something like this would not have been pulled off without modern communication technology, because what Facebook has allowed me to do is to bring together many people to pull a prank on that common friend that is Steven. Everyone apart from Steven himself was in on this little 'experiment'. Because of this, it tells me that there are real communities online, they do exist.

"But surely if you were a real friend of this Steven you wouldn't have pulled such a public joke on him?" I hear you say.
No, there is a reason why the best man at your wedding is your best man, but he still shows the guests the photo of you with your trousers down doing a poo in the sink ages 15.

The internet and the viraility of some material and the nature of human beings wanting to share things is something that is now becoming an essential part of the marketing plan. Using online allows consumers to share videos or information about a product with their peers and friends, and ths is encouraged by being a part of something. As tonight has shown, people want to be a part of something and will quite happily spend time to make sure that they and their friends belong to it. It will become an offline social talking point as well. I have already talked to my family about this, and I am sure by tomorrow it willbe talked about by those involved with friends face-to-face. This is what s valuble to marketers, but also that provides some evidence that communities and relationships online are not as false as Archbishop Nicolas is making out.

As I said before in this post, I feel that the claims of the Archbishop are slightly over exaggerated and something of an attack to something new that deems to threaten religion, or the Bible. However it is something that he can exploit to really 'spread the word', instead of knocking on peoples doors. Of course there are social problems and issues, but it doesn't create them, it just highlights they are there in the first place. I think it important to realise that, and that there are many advantages out there.

So This is what I ask from you:

What do YOU use social networking sites for?
Why are the friends on facebook called your friends?
Why did you participate in this experiment?
Do you think Archbishop Nicolas is correct or is he wrong?

Oh, And DONT TELL 'STEVEN' IT WAS ME!

[Steven has now found out and isn't too pleased. I'd like to reiterate the prank was never intended to be used as an example for this blog - just happened to prove a point]

Cheers, Scott

Tranmere Rovers

2009-07-30T05:50:00.000-07:00

Tranmere Rovers are up for sale on Ebay!

If you are willing to fork out something around the region of $50 Million you could be their proud owner with a loyal fan base with a 16,587 seater stadium. An American Company has put it up without the permission or notification of the club, and the tTranmere boss seems to be more than slightly irritated. He can tell you what he thinks here.

So far there have been 12 bids so It will be interesting to see how much it will go for.

A lift of things that have also been sold on Ebay:

Iceland

Saatchi internship by Sam Ishmal (The link tell his story in his own words)

Please add some other high profile ebay sales below.

Cheers, Scott

Cameron Twatish aftermath

2009-07-30T05:44:00.001-07:00

A Slightly shorter post here. The aftermath of Cameron saying TWAT to the Guardian is unveiled here.

He had said "fear too many twits might make for a twat" refering to the status based site Twitter.

This links back to my post about the Governmenet writing a paper on Twitter usage and shows that Cameron may not be a fan. No one complained however, either showing no one listens to the station or everyone loves him. hmm.

Cheers

Political communication needs an aesthetic and emotional quality in order to engage its audience

2009-07-29T03:17:00.000-07:00

Political communication needs an aesthetic and emotional quality in order to engage its audience: discuss this statement using appropriate theories and concepts and link your arguments to appropriate communicative media

“Sometimes leadership isn’t about moving to the left, or moving to the right, it’s about moving the electorate” – Drew Westen

Emotion and aesthetics play an important role in winning elections both here in the UK and in the United states. There are many examples of when emotion and the selling of the self results are advantageous to the user however it is not a black and white process. There are different types of emotion that do engage and some aesthetic techniques can only get the audience interested because politics is left out so much there is nothing to engage in. I will discuss these issues in more detail by including both theory and examples to provide a detailed account of the role emotion and aesthetics has in engaging audiences in politics, using Television as the medium of communication.

There has been a lot of change in political advertising and the way in which politics connects with its audience. In Political Electoral Broadcasts (PEB’s) in the UK and there has been a greater emphasis of the significance of the party leader and the use of attacking tactics towards other parties (Scullion & Dermody, 2005). This new trend encapsulates both an increased usage of emotion and aesthetics in trying to gain an upper hand.

Firstly, a look at attacking and negative campaigns; These forms of advertising and broadcasts focus on attacking the issues and image of the opponent and be so effective as to win the election (Perloff & Kinsey 1992, cited in Scullion and Dermody, 2005). Negative campaigning commands attention in the media and therefore gets a lot of interest from the public. There is a sense of urgency in these types of adverts and leads to a sense of immediate importance creating more memorable adverts than neutral and positive ones (Carlstone 1980; Wyer, 1974; Brains & Wattenberg, 1996 cited in Scullion & Dermody, 2005). This means that the more emotive negative campaigning is more understandable making information more accessible to those who may not have been interested before and as research by Fiske (1980) suggests, it creates higher attention levels. This is linked with the usage of metaphors. Metaphors can be used to induce fear and feelings of negativity towards a certain group, but it social group of political group. For example relating immigration to disease activates fear (O’Brian, 2003) and induces a reaction from the audience, encouraging a turnout at the polls, one example of emotion creating a more engaged and involved audience. There is a demanding amount of information that builds up from all parties, including their policies and views but an audience cannot always pay attention to it all. So what metaphors do is to offer “a short-cut device to address this need” (Charteris-Black, 2006, p11) For the last eighty years there have been concerns that the electorate make irrational appeals and find themselves at the voting booths not really knowing what they are voting for (Westen 2008), but these metaphors communicate the political arguments, communicating ideology by political myth, heightening emotional impact and establishing the ethical integrity of the speaker (Mio 1997). This outward anger can have other positive effects as well (Conger and Kanungo, 1994) because it creates a feeling of inclusiveness and cohesion between members and supporters motivating to compete with outsiders (Bass, 1990). If it is appropriate use of emotion, and the leaders who can demonstrate further knowledge of their emotions, are better performers (Goleman, 1998) giving trust and confidence in them, can be used as an emotion guide on an issue.

Although the above argument provides three arguments for the positive effect emotions have on increasing engagement, there is research that suggests that attacking adverts negatively affect the turn-out of elections and therefore this form of emotional appeals can be seen as disengaging rather than engaging (Ansolabehere & Iyengar, 1999 cited in Scullion & Dermody 2005). This leaves the question open to other forms of emotion such as hopes and dreams. This was successfully done by Democrat candidate Bill Clinton in the 1992 American Elections. In his Television advert there were many references to the American dream and Hope:

I was born in a little town called Hope, Arkansas, three months after my father died. I remember that old two-story house where I lived with my Grandparents. They had very limited incomes. It was in 1963 that I went to Washington and met President Kennedy at the Boy’s National Program. And I remember just, uh, thinking what an incredible country this was, the somebody like me, you know, who had no money or anything, would be given the opportunity to meet the President. That’s when I decided I could really do public service because I cared so much about people. I worked my way through law school with part time jobs – anything I could find. After I graduated, I didn’t really care about making a lot of money. I just wanted to go home and see if I could make a difference. We’ve worked hard in education and health care the class-room, to create jobs and we’ve made real progress. Now it’s exhilarating to me to think that as president I could help to change all our people’s lives for the better, and bring hope back to the American Dream

(Taken from Western, 2008 – Video available from Youtube.com)

This speech also introduces aesthetics in politics to the essay. As well as including the well-established theme of hope and the American dream he weaved into the advert that he was not anyone different but someone who grew up with hardships on a Main Street in a town, without a father. This lack of elitism and perceived pure humbleness made him only the second Democrat to be re-elected as President eighty years due to this approach (Western, 2008). Republican strategists have recognised since the days of Richard Nixon that this is the road to victory, paved in emotional intentions (Western, 2008 p13).

This is what Senator Robert Dole did throughout his political career. He was perceived by voters as “a man of character and stature who had been badly wounded on behalf of his county . . . a common G.I. Joe” (Friedenberg, 1997, p163). Voters were faced with a choice between Dole and Forbes, who was a man born into extreme wealth and had rarely faced such adversity as Dole. Dole won.

Perception on TV was a particularly important to candidates in the past just as it is now. Dwight Eisenhower was one the first to appear on TV and proved to show how important image was on television. Actor Robert Montgomery trained Eisenhower on how to appear on TV and he came across a lot better Adlai Stevenson did and ultimately won (McNair, 2003). And since then it has not just been present but has been an important part of political communications. Richard Joslyn observed that between 1960 and 1984 only 15% of politics spots (on American TV) included specifics about policies however 57% addressed personal and professional qualities of the candidate. Included in this, are the inclusion of family members in the adverts (Franzen cited in Friedenberg 1997, p 159).

According to Derek Draper, former New Labour ‘apparatchik-turned-psychotherapist’ said that “someone like Gordon Brown has to sell himself on his personality” by taking on the old American tactics. There is a reason why Draper feels that this is an important feature for a politician to show, and that is because “we can never get to know all the policies but we can get to know the politician as a character” (Draper Cited in Backett 2008). This follows up on Charteris-Black’s idea that there needs to be an easier but balanced alternative to pure policies for an audience to make their voting decisions and personal characteristics are a more engaging way to do this.

This is a common trend for most politicians; David Cameron is a family man who rides his bicycle to work, Barack Obama is a family man who cares for the people and is ‘one of them’. It is the latter character who has really brought forward the celebritistion of politics to the general public. Since the Second World War there has been a new class shift where there has been a blend of all class levels and what has emerged is that Celebrities are the new Aristocracy. People look up to celebrities, they listen to them and idolise them. It is desirable to be a celebrity. It is a great way to connect with audiences as well. A celebrity can be made out of anyone, and by looking at the front cover of News week, the Oklahoma bomber Timothy McVeigh has been made to look like a celebrity by changing the lighting, and looking at his pose. By using these devices an audience can recognise that person as ‘one of their own’ and enable them to empathise with him (Evans 2005). Lembit Opik agrees that there is access to public interests and therefore greater chance of engagement by becoming a celebrity, after his big highly publicised relationship with Gabriela Irimia, one of the Cheeky Girls (Beckett 2008).

However this poses a question that argues that is helps disengage audiences. Opik confirmed that it was a problem when trying to discuss issues such as fox hunting and Ireland because the media was more interested in the ‘soap opera‘ of his relationship. Politicians find it hard to pass the gossip and trivia that audiences are engaging and interested in, leaving the politics on the sideline. As well as this, the image and message that ‘the celebrity’ conveys is not a positive one. Celebrity culture today is all about self-improvement and self-development rather than being famous because of hierarchal privilege (Evans 2005). There is no long any effort in becoming a celebrity, as it represents no real achievement as success can be achieved without any real work (Marshall, 1997 cited in Evans 2005 p16). And according to Boorstin (1992) celebrities today suffer from a narcissistic self-obsession. Firstly, a lot of politicians are privileged by birth; look at David Cameron or George W. Bush for example, the former being an Eton boy and the latter in a wealthy oil family. Secondly, audiences need to know that these celebrity politicians actually work, and finally politics is about representing the people, being a self-centred politician does not lend itself kindly to a positive image of being a representative. Ankersmit (2002) also suggests that this self tailored image creates an aesthetic barrier between the represented and the representation, causing alienation.

Something else that is evident is that the reverse is happening, with celebrities becoming political. This is not a new occurrence, with Ronald Regan’s life prior the West Wing was based in acting. Contemporary examples are George Cloony’s involvement in the Darfur crisis and Jamie Oliver’s School dinners, and it shows that politics “is not a game played out by managers [. . . but] when thinking of politics and leadership, people need something to believe in” (Lilleker 2006, p26) and need some form of physical representation. If these ‘self improved’ celebrities born from ground routes manage to encapsulate what Lilleker suggests then it is not a wrong road for politics to go to engage audiences.

The idea of the politician as a celebrity fits under the umbrella of George Ritzer’s McDonaldization theory. Focussed on politics, McDonaldization makes communication more focussed the receiver and in a more efficient way. There is greater control by the sender however the standards and techniques are predictable and quantity takes over in importance of quality (Lilleker, 2006). It is just an easier and more efficient method of completing tasks (McDonaldization.com). This more personal and direct approach to political communications links in well with use of positive emotion and humbling aesthetic roots of politicians in feeling a more personal connection with the messenger. This as well as a candidates’ face, tone of voice and gestures (Western, 2008) does lead to a more interested an engaged because the audience feels more emotionally attached and they identify with them because of these qualities. This identification leads to trust and authenticity. And this in-turn leads to an increased engagement by the audience.

“The political brain is an emotional brain” (Western) and this cannot be changed so it should be appealed to. Politics affects us all, and the people close to us; our children, parents, grandparents and friends. Everybody, even the already politically involved, keeps these emotions and people in mind, and audiences are not calculators, objectively searching for policies, facts and figures to make reasoned decisions. And it is no surprise to see that the two Democrats to win re-election in the last eighty years were highly emotive and used a lot of the techniques discussed in this paper.

We live in a media oriented world and politics has to appeal to that. “The politicians must come up with the images and narratives to feed the celebrity-driven media. Or else, the media will fill the space with negative human interest stories about politicians. You have to fill the vacuum” (Beckett, 2008, p1). There is more reason now than ever to use emotion and aesthetics in contest for election (especially in British politics) as they are the only differentiators in politics seeing as there seems to be a merge of policies between parties (Banks, 2008) This is because all the parities sit in a similar place on the political spectrum, they all have similar ideas, similar policies and similar takes on current affairs and it is boring and uninteresting for audiences. Using these tactics gets the audiences engaged which then opens up the window to the opportunity of looking in detail the party differences.

In conclusion, emotion and aesthetics do engage audiences and are essential in winning elections; Now more so than ever. We use emotions as the north star directing us where to go and this as well as the media world lived in has to be appealed to. Politicians have to be careful though that their emotion and actions are seen as genuine otherwise it can lead audiences to question their authenticity, but also to retain substance in what they are communicating as not to get mixed up in a gossip parade in papers or TV. This is when it is disengaging because the substance is not politics and followers are alienated. However the correct form of emotion and self styling has to be used otherwise it can disengage audiences. It is a political tool that has to be used correctly, but whether it is used or isn’t, there is no denying that it is a tool that does win elections, whether it does engage or not.

Gordon Brown stated that “My children aren't props - they're people." It will be interesting to see the results of this obvious anti-aesthetics stand - or could be a diversion around the introduction of his family?

Is the Government on Twitter just too much?

2009-07-29T02:50:00.000-07:00

There have been reports on the BBC website today that the Government is pushing Civil Servants to use Twitter to keep the public up-to-date with what is going on in Government. A 20 page document was published encouraging tweets on “issues of relevance and up-coming events”.

The government and individual MP’s are already active on Twitter to communicate with readers however the government is asking to make 2-10 tweets a day, NOT including replies and not times of crisis when more are expected.

Is this what we want from a government? It isn’t a question of space being invaded by politics – because of course you don’t have to follow ad you can block them, however is it a waste of time? Politics is having a tough time at the moment really deciding the best ways to communicate to the ‘electorate’ and/or public, with so many channels to go. David Cameron gets flack from the media for his PR Webcameron approach, Gordon Brown for acting like your granddad when he first saw a mobile phone, red-top newspapers for ‘dumbing down’ politics for the uninterested readers. What is one supposed to do? Businesses and celebrities have an easy choice as it is all about self promotion, but when the topic is something serious such as government we all seem to become a lot more reserved about the idea of using of new technologies.

I don’t think decisions have bee helped with the high profile use of Twitter by citizen journalists during the Iraq and Iran troubles to tell the world what is happening, and über cool Barack Obama exploiting new media helping him into office (you can read more on this at a previous post here). Will Politics in the UK successfully follow?

As it is those who are realistically in the race for PM in 2010 are like chalk and cheese – new media PR man (Cameron), and old schooler accountant (Brown). It will be interesting to see how this pans out for the politicians – that can answer that question.

What do you all think about this? Is the government wasting it’s time or is it a valid form of communication. One of the comments on the BBC Website is as follows:
“I'm sorry but the government should get on with it's job, not twittering, facebooking or myspacing. Really, anyone who uses these things must have no life”

What do I think? I think we should let the voters do the talking. As it is there is not that much difference politically between Labour and Conservative, the only difference is the leader.

Cheers, Scott

(If you are interested, I have written two essays on a similar topic. I have a post in another blog that maps out the future of politics in 2058 with the use of media as the central topic (pure fiction) and an essay on the use of emotion in political communication, which dances around the idea of different media channels able to employ different political comms strategies [access it here], which directly relates to this blog post.)

KFC takes the Wrap

2009-07-21T04:44:00.000-07:00

As I mentioned in an earlier blog post I really disliked the KFC 'Hand Prepared Food' ad. I have been informed by Campaign that the BBH advert has been banned by the ASA after 20 complaints from the public. The complaints were based around the fact the chicken isn't devilvered everyday, but 3 times weekly - Misleasing.

I am happy to see it off air

Cheers, Scott

Heavy Metal

2009-07-21T02:30:00.000-07:00

Alexander Milas and Rob Halford (Judas Priest)

Last Monday (13/07/09) was a big day for us. It was results day for Advertising and Marketing Communications, and I was on the train to London - Heading towards the offices of Ogilvy. A day full of nerves. I got to the offices in Paddington a bit early, so I circled the block once, then twice. Butterflies multiplying. Right. 12:40, I think I can go in now. I go to reception and give my name and I am asked to sit down. Perched awkwardly on the sofa I pick up the latest copy of Campaign, seeing as none fo the other students want to make eye-contact with anyone else, let alone talk to me. The atmosphere could have been cut with a cheese wire.

I open up centrefold to find a man with long hair and a beard wearing a black shirt facing me. I grin a little grin and start to read. The person in the picture is Alexander Milas, Editor of Future Publishing's Metal Hammer. After 2 paragraphs I am encapsulated in the article which on this years winner of the PPA Best Consumer Editor of 2009, whom is also a Metalhead. As I am reading I am disturbed by someone chuckling. I try to ignore it but curiosity gets the best of me so I look up to see who it is, and I am faced with 3 pairs of eyes. Shit, It's me who is the laughing man. I purse my lips and nod an apologetic nod and carry on reading.

As a result my nerves were calmed, and those butterflies has been culled. Milas' words remained in my head "Many fans are now chief executives and lead sophisticated lifestyles". YES, I AM A CE, and I am BLOODY SOPHISTICATED. The slender worry of not fitting the image that is set by the Children of the Adworld was demolished, allowing me to stepfoot in to that interview room not conscious of them thinking my hair will need the big chop but to concentrate what is inside that head, not what is on top of it.

It isn't what you look like, it what is what you can do that is important. It doesn't matter that Milas is editor of a Metal Magazine, rather than Horse and Hound, or working at Ogilvy, but it's that the stereotypes are no longer exclusive.

And I can see this happening now. I have long hair, and spent a lot of my time in a leather jacket and camo shorts - and go to a lot of gigs and festivals. I think I have the longest hair on the course - out 70 people - 2/3 of which were women. I am capable of a 2:1 dissertation and a 2:2 degree in Advertising and Markeitng communications. It is people like Milas that are no longer grotty teenagers, but successful businessmen and media people, that lead the way in breaking down the wall of conformity, and show that cutting your doesn't make you better at your job and as long as one is sensible with the behaviour, and is professional in conduct - you are a highly suitable candidate for the job.

With all this said, I am waiting to hear back from Ogilvy if I am wanted by them to return for the assessment day. I also wonder if Lowe Advertising will love my locks in the picture I sent them required on the application form.

I shall keep you updated on the advances on my job hunt and my hair - if such thing occurs.

Other successful men who have had long hair: Richard Branson, Bruce Dickinson, Trevor Beattie, Peter Stringfellow, Pirates (PLEASE add some others)

Cheers Scott.

Life componants

2009-07-21T00:49:00.000-07:00

I have just been exploring the realms of The Guardian online and found a blog written by Ben Stephenson (BBC Drama Comissioning Controller) as a response to some criticisms from top Producer Tony Garnett.

There are two main points that I would like to talk about this blog; one is about blogging in general and me exploring this wonderful world of public debate opnline from top dogs, and two, a comment made by Stephenson which made me laugh at first because of the sense of stupid and warped view of the media, which when though about, proves to be an important point.

So first off, blogs in general. As someone who is new to the bloggersphere, both reading and writing, I am on a steep learning curve when it comes to finding a subject to write about, writing it well and making sure I get people to read it. We learnt about blogs as a marketing tool etc whilst at Uni, in the IMS module, however it is highly advantageous to put that into practise and see it for real, which I have done.

These blogs that provoked this post were online discussions by two heavyweights in Drama within the UK and beyond. Their discussions would traditionally have taken place in different newspapers but are now accessible to everyone and anyone who cares to read. It is a public debate that allows the readers to make their own opinions on the topic and judge both sides of an argument - and you don't have to search for last weeks paper to remind you of the original argument. The Bloggersphere and the internet are invaluble tools for individuals, businesses and anyone wanting to find something, or has something to be found, which leads me to my other point - what is important in life?

In the opening paragraph to this blog I mentioned how I read a comment that made me chuckle with the seemingly stupidity of such words, especially coming from someone whom should know better. those words were "and with passion comes debate, discussion, tension, disagreement. If we don't all think differently, have different ideas of what works and what doesn't, wouldn't our lives, and more importantly our TV screens, be less interesting?"

Excuse me? More importantly our TV screens. Is he suggesting our TV screens are more important than our lives? HA - WHAT AN IDIOT.

However, after some careful consideration over a Bacon Sandwich and a cup of coffee I have come to realise the argument behind his point. It's not because the blog is about drama on TV - but it's the way we live our lives through a screen - Laptops, desktops, iPhones, Blackberry, PS3, Nintendo DS, iPods - more so than ever. It is a steady realisation that everything we do is done via the internet and a computer and there is a huge reliance on it. So, a Screen may not be as important as life itself, but sure as hell it's important in letting us do what we want to do. If it was to all fuck up, we would be fine - we would survive - but look, I am writing my views and complaining by writing a blog online.

It is I that was an idiot (until I realised)

Cheers, Scott

Racist Advertising Olympics

2009-07-12T06:35:00.000-07:00

Well well, there is certainly a wealth of racist advertising out there. Some are deliberately funny, some are not. Racism has been around for as long as different races have come together - it has always been there. I am not condoning it because of the longevity of it's existance, I am just making a point. This racism was and,s till is found in everyday life, in the words we say, the TV we watch and the adverts we see. Some have been banned, and some haven't. Here I look at a slice of racist advertising from across the world. Each post I make will be from a country or region and makes it easier to compare.

Some of these adverts are a jo to watch because some are so obviously so ignorant, however they all carry a message reminding us of our pasts and the underlying racial disciminations now - Bollocks - a word that echo's both cyber and real world about 'racist' advertising and the media, ousting some as just bad Political Correctness. You decide.

Anyway, I would really love it if you could add links here to other adverts that are now racist and classed as inappropriate and let me know if you think some aren't, and if some are that are yet to be banned

So, here is a taster:

From the UK - kick racism out of football

From Korea - KFC

From Australia - Australian Beer

From the US of A - South Oak Dodge cars

From the US of A - Confederate Family

From the US of A - American Cars

From the US of A - Watermelons

From the UK - Trident

ACT Responsible

2009-07-11T03:55:00.000-07:00

I came across the below advert in The Guardian the other day, which I thought was very interesting as it was highly provocative. The advertiser, Fondation Nicolas Hulot, the French foundation for the environment compares the ‘one-off’ tragedy of 9/11 to the everyday tragedies in nature.

After seeing this ad in the paper I followed it up by looking on the Guardian Environment Gallery on their website and I found a wealth of charity and other non-profit organisation advertisements. I was amazed at the variety shown – some were funny (mainly sexual health) some were very chilling, some were highly clever. Most made me say “wow” and I thought I would share this with you. The adverts are compiled by ACT Responsibly, and I would urge you to visit as there is a whole library of ‘Responsible Advertising ’.

I think some of them really make one think; especially the ones that make the hairs on the back of your neck stand up.

Here are some of my Favourites:

"Don't be a pig" For Vinbudin

"Child Pornography" For ECPAT - End Child Prostitution And Trafficking

"Cut" For Women's Aid

Am I being stupid?

2009-07-10T08:41:00.000-07:00

I may be thick but I really don't get the new Fosters adverts.

I understand the concept, "get a bit of Australian in you" however it is the visuals of the advert I really don't understand.

With the first one, Katos grad dad crashed in Japan, and Kato is now lost in the Australian Jungle. . . OK. fine. I get that (after studying the video on youtube just now). But, he finds an old radio transmitter, and looks like he is going to get killed by some aborigines - this is where we find that Kato is 25% australian. So stays in the jungle to party . . .

Does this mean that Australians are racist and will kill you if you're not Australian (and are British people OK as most Aussies are decendents of the British?)? why didn't he go and party in Melbourne, or Sydney, or Caberra?

The 75% American one makes even less sense.

Although they may work, I feel I have been left with way too many Questions which is not great for a advert at all. Well, not something that is trying to be funny. They have a great repertoire of funny adverts but it just doesn't work this time. Highly disapointing.

Like I said, it may be me being Thick, so if I am, I am sorry, but Fosters isn't an elitest beer, and need to make it easy for thick people like me.

Scott

Brave Political Advertising

2009-07-10T03:38:00.000-07:00

South African Advertising agency TBWA/Hunt/Lascaris/Johannesburg has produced a campaign to boost the sale of the Zimbabwean newspaper by using Zimbabwean notes as the paper to print on.

The newspaper, noteably anti-Mugabe, is using this campaign to heighten the awareess of the stance they hold, by promoting how Mugabe has destroed the local economy.The campaign has been prompted by low sales as there is a 55% 'luxury tax' burdening the paper that is edited in the UK. This tax means that most locals cannot afford the paper and there is a dire need for subsidisation.

The adverts come with the strap lines "Thanks to Mugabe this money is wallpaper", "Z$250,000,000 cannot buy the paper to print this poster on", "It's cheaper to print this on money than on paper", and "Fight the regime that has crippled a country".

As a result, Cannes Lion Gold Interational Advertising awards rewarded the campaign with top honours in the Outdoor category.

I think this is an amazing and highly brave move by the paper, especially seeing that the Paper Editor and founder, Wilf Mbanga, has been forced to leave having been branded an "enemy of the people". I think that is something to be commended. It also shows that pure genius comes from some desperate situations. I think itis also a great thing for advertising to see something outside the Continent, and North America to produce something that is as meaningful, well executed and just bloody clever, as the ones we see here.

I would like to put it up with the 1979 Saatchi & Saatchi advert for the Tories - "Labour isn't Working" - which is infamous for aiding their win. However the effect this Zimbabwean campaign is yet to be seen so only time will tell if they can share the same pedistal. I also wonder if David Cameron will have seen this and looking to hire TBWA London for the 2010 elections or someone from the South Africa Office to replace the controvertial figure that is Andy Coulson.

All in all, Well done TBWA, and everyone involved with this campaign. I am looking forward to seeing what will happen with this newspaper. I shall update you all on any interesting developments as a result of these ads.

I would like to thank Phil Pickering for the heads up on this campaign. Atleast I know someone who is aware that I write this blog.

Cheers, Scott

Happy Birthday MSN Messenger

2009-07-09T03:07:00.000-07:00

Well, This is just a quick post to celebrate the 10th Birthday of MSN Messenger. It is one of the true survivors of the internet. Many things have boomed and fallen, and not many internet fads have stuck around like this one.

It was released July 22nd 1999 in Seattle and has stuck around by developing with the times.

Good work, Scott

An important day overcast

2009-07-08T01:34:00.000-07:00

Yesterday was 7th July, the Memorial Day for the late Michael Jackson; Special events on Myspace, CNN, and all the news papers in the UK. It is of course an important day to mourn the King of Pop, who offered the world a wealth of music, great shows and touched many people’s lives. There were highs and there were lows but his supporters just brushed those mishaps away, and blamed it on Media savagery. This time however the media seems to be Michael Jackson’s friend, with everything covering his farewell.

This big media circus is full of journalists shaking on the coffee OD either to genuinely cover his burial, or just the hope to see something really weird that supports the Brits view of the creepy white-black man-child.

This big even seems to have over shadowed the other even that usually takes place on 7th July, or 7/7. There are some retarded clams now thinking “Oh, shit, yeah, London Bombings thing. . .that today?” Yes, yes it was. This of course has nothing to do with the MJ Camp, just bad timing, and I don’t really care about the lack of non-British coverage of this day to remember – just like I wouldn’t expect for there to be a huge thing about the Madrid bombings here. However the British press has really let us down on this one. 52 innocent people were killed on British soil 4 years ago yesterday. This was a huge event in recent British history that really should not have been overcast by the burial or a pop singer. It is the media’s job to keep reminding us about these past events, and if they concentrate on relatively insignificant things such as Jackson’s memorial, then it deems those 52 lives less important that his one.

We live in a mediated world; we rely on TV and print news for information. I know we are not passive audiences and the Internet facilitates the active information consumers, however it is the job of the media to direct that active attention towards such events that are really important. It is a shame that on days like yesterday that can be used to install pride in Britain; there are those that still smell the Green Stuff when other events are on. I just hope that the same thing doesn’t happen if Elton John is buried on Remembrance Day.

This is just one example of how shit like the dath of MJ shadows the important. Just after his death, Iraian police/troops stormed the British Embassey arresting the staff tehre, which is of course Brisitsh soil. Effectively Iran invaded Britain but this was pushed aside like a child hit by the cow-catchers of Michael Jackson train.

A late note on the topic, I have tried to avoid joining the band wagon and boycott anything on Michael Jackson, but I just feel like a big fat moan was due.

Scott

Standing Ovation

2009-07-07T02:05:00.000-07:00

Irish economy airline Ryanair is looking into creating a standing area to be offered to passengers at a lower price than seating.

This new money making and saving idea has come about in Ryanair's bid for new Boeing's to add to their fleet. The idea has been inspired by Chinese airline Spring, who can allow 50% more passengers on and cut the costs by 20%.

It has obviously worked before, however will it be seen as an attractive offer for passengers in Europe?

I did a very unscientific facebook survey to gauge a general reactiont to Ryanairs plans. I got a mixed reaction of Yes, No and Maybe, however the view was swaying towards Yes. I suppose this does not come to much supprise especially with the current economic climate and people's will to save money, that more people said they wold happily stand.

It is only a service that a company like Ryanair can offer however, as it is expected from them - following the toilet charge which was not opened with as wide arms.

The main concerns with the standing ticket that was communicated to me was the safety. How does it work for take-off and landing? It could be problematic when there is turbulance and standing for a long time in such warm conditions could have some health effects on passengers as well.

Well as for take-off and landing the standing passengers will be 'strapped in'

Has Michael O'leary really thought this through? The idea in principle seems like a good one, however as picked up by some of those I questioned, safety is a huge issue that hasn't been addressed by any of the reports in the news.

It will be interesting to see the developments from this and if the Irish Aviation Authority will pass such requests. I shall keep you updated on these developments

Scott

NZ Airline bare all

2009-07-03T09:13:00.000-07:00

I found an article yesterday's Daily Mail (it was all the shop had left), about Air New Zealand's way of gaining attention to safty precausions during the flight. The video that is shown on-board shows cabin crew naked with all the rude bits carefully covered up by life jackets and arm rests. The rest of the body is painted in form of the uniform. The video titled 'The Bare Esentials of Safety' has the aim to heighten the interest in the usual drab safety videos, to get the message across easier.

This video is also accompanied by a TV advert that shows real staff again, in painted uniforms helping their customers both in the airport, cabin and the bagage department. The ad is under the heading "Nothing to Hide" trying to challenge the assumption of hidden costs inbudget airlines - the price you get is final.

The self confessed 'brave' move is a bold campaign that seems to have been welcomed with open arms by all parties. The staff included in the film were pleased to be involved, the Chief Exective is happy with the execution and passengers/critics seem to enjoy the reinstated sauciness of the airline business.

You can see all the videos HERE on their website.

I think it will prove to be a success, but only time will tell. Next time I am in NZ, Air New Zealand will be first choice.

Scott

Borders Dating

2009-07-02T02:59:00.000-07:00

I have just received an e-mail from Borders suggesting I sign up to their new online dating service. It seems like a bold move by the publicly owned American company. What does a book company have to do with making successful couples?

But after some thought it seems to make sense - Kind of. Borders is the 2nd biggest specialist book retail chain in the UK (based on sales - Mintel) and therefore customers of this store all have something in common, a love for books. And it is no surprise that someone has made a networking site out of books, seeing as there are music sites (Myspace, last.FM) and for videogamers (Playfire), it is a natureal move. However to go straight to a dating site seems a little limiting.

Of course, being a book fan I was instantly interested, however dating sites not being my thing I decided I didn't want to join.

I think the decision to go for a Dating site rather than pure social networking is to do with revenue. You can charge for a dating service, not for a social networking site. And the subject of speciality I think can serve well as a central talking point - as there is arguably more to talk about. Readers can be emotionally involved in books more so than videogames so when you find someone who loves the same books as you, it can be a highly connective experience.

I have explored the idea of having both - dating and social networking site, however, if money was to made from it, the dating site would have to have some if not a lot of added extra features that allowed users to date easier than pure social networking site

So for those looking for love it is a perfect way to connect book readers, however it is limited to those willing to pay a £1 and looking for love. . .

I shall now search for a social networking site based around books!

Scott

Oh2 NO!

2009-06-26T07:27:00.000-07:00

I didn't mean to be crude with my initial thoughts when the news of Michael Jackson's death hit my ears, but the problems O2 are going to face with his death are going to be very testing for the company.

I know it is too early to suggest the issue but O2 executives need to think of something fast - with the bad press that the 50 date tour was going to be postponed, I can count on it that the board of directors are, well, shitting themselves. Because of course, this was no ordinary tour. 50 dates with the King of Pop. That is a lot of ticket re-payments

The O2 hasn't really said much on the issue yet, biding their time by sending the condolences to the Jackson family. But they have said they will have a plan in due course.

The main problem is paying back, or issuing vouchers to those ticket holders who purchased their tickets straight from O2, Ticketmaster and other reputable sellers. This will cost them Millions of pounds.

Then there is the other problem, which is not really O2's problem, with those who have bought tickets on ebay for £1000. Will Ebay have to deal with complaints? will O2? or do they just say "Tough". I predict the latter to happen.

But what does this mean for the Corporate responsibility of Ebay? At Bournemouth University, there are serious consequences for those who sell on their Summer Ball tickets. Should the same principles be applied to all tickets? These problems we see with the Michael Jackson case will not exist, but will it cause more problems than those that it solves - people who can no longer go to the gig, rather than selling on principle of making money? these people will lose out. And surely, it is like any other product on ebay, the t-shirt could be fake and the CD could be scratched. Isn't it?

No. Gig tickets and tickets to any kind of event are perishable. They are only worth something before a certain date. As with food, it is only suitable before a certain date and if something is wrong with it, you can take it back to the producer. There are rules in place that allow this. However I think it is the responsibility of companies like Ebay to prevent the re-selling of tickets online because there is no safety net al all for the buyers!

Scott

Stella Artois 4

2009-06-26T06:45:00.000-07:00

This advert was developed by Mother and released earlier on this month. However I have only just come to notice that the lines are a mix of English and French. The Belgian beer talks to the audience in French and to really create the European feel to finally slug the old wife beater image into the gutters.

Great.

However, when this slightly smug Belgian (I would be, exchanging my chicken van for a classic car, with that even more smug old Belgian) when ordering his beer, asks "Stella Artois Four SVP" . . .

STOP.

This is, I suppose, not really Mother's fault for such . . . Inaccuracies. Having been to Belgium, they don't say "four", but "quatre". Obviously marketed by Stella with the English touch to appeal to those English drinkers whom drink copious amounts. This is understandable, however, it seems to take the tinge of authenticity away. It's like buying "authentic" Iceland branded Italian Pizza.

Well, not quite, it is just highly annoying.

Best Campaign of the last 12 months . . .

2009-06-25T03:13:00.000-07:00

I had been asked about my favourite advertising campaign of the last 12 months whilst applying for a Grad scheme at a top London Advertising agency. This really got me thinking about what it actually was. Planning on saying the obvious choice for many, Cadburys, I had to change my mind as that campaign started way back in 2007. How time passes you by when you’re having fun.

So I concluded that it was the T-mobile Life’s for Sharing campaign that did it for me. I am not alone in my thoughts as S&S win Gold at Cannes in the Direct Lions Category for 'Dance'.

But why do I think it is so great? Well everything is executed perfectly.

Firstly the flash-mobs and events - I first saw the Dance advert in the offices of Saatchi and Saatchi earlier on this year where I met one of the key thinkers, Richard Huntington (visit his blog HERE). My initial thoughts were mixed. I wasn't really sure what to make of it, but having mulled it over, and with the release of the second stunt, I became a fan.

The events and flash-mobs create an initial 'buzz' around the people in attendance. It makes the public, stop stare and engage with whatever is happening. You can see in 'dance' that the some of the public are joining in with the dancers (you can tell by not knowing what they are doing and the slight embarrassment on their faces) and in 'Sing Along', 13,500 people have 2,00 microphones singing along to the tunes blasting out in Trafalgar Square. It is a great example of what the tag line preaches - Life's for sharing.

The public involved, are sharing the experience by being there and calling friends as the event is happening. The material gained from these events are then not only used on TV but passed around online. It is pure genius - embodying the brand perfectly.

Those who were there are happy to be involved, and want to see themselves at these events. Consumers actively want to be involved with the T-mobile brand. I know, when I heard that T-mobile was holding a Sing-Along event in Bournemouth, i got excited and immediately looked youtube for it. Trying to pick out anyone I knew.

I don't think that the posters really transfer the meaning as well as the TV adverts and online campaign, however the are essentials in it, and act as a support for what most people have already seen.

I would like to say well done Saatchi & Saatchi and T-Mobile

Image courtesy of Cannes Lions

Cheers, Scott

KFC takes advice from Hugh Fearnley-Whittingstall . . . Part 1

2009-05-18T04:39:00.000-07:00

. . . Not really, but it certainly looks like they have.

I first saw the advert that tried to show KFC as a clean, fresh and ‘proper’ restaurant establishment – KFC goes River Cottage. The advert shows a young budding ‘chef’ preparing the batter and chicken for each freshly made burger and bucket; How delightful. The cook is wearing chef whites and is really looking like the kitchen of any non-fast-food restaurant, “preparing fresh chicken, by hand”. You are unaware of who the advertiser is until the end and I was intrigued when watching this for the first time to see who the advertiser was and was did not expect to see what I did, KFC; However I am not surprised.

With friendly foods being on the top of producers’ lists, is it not surprising that KFC want to quash all, or at least some preconceptions of the bad quality meat found in fast food restaurants. This has always been the case as you can see here.

My initial reaction was “oh no, how the devil can they expect us to believe this?!”

With a little more thought I asked myself a few questions I would like to answer within this blog.

1.11. Are they just lying or are perceptions of fast food chains engraved into our brains so much we cannot possibly rub them out?

2. 2. Is it courageous or stupid for KFC to attempt this strategy when most people don’t believe it?

3. 3. What are the repercussions of the actions in light of question 2?

Firstly, are they lying? Well if they were I am sure the advert would have been pulled by the ASA by now for misleading content. I am sure they do use fresh chicken but is it fresh from the freezer or fresh from the farms? I don’t know. But what does fresh really mean? It does not seem to suggest a reputable source which is, and has been for a while, for food consumers a key topic, just suggesting that the food isn’t about to turn which is always nice to know.

Well, I think the second question all depends on how many believe and how many that doesn’t. As you can see if you follow the link to Youtube, the comments made about the advert are not very encouraging. These people of course may be anti-KFC and not the indecisive consumer, which is a likely thought as all of these comments were actively written. Here on the other hand are some comments ‘from the street’ which has a more positive outlook on the campaign.

There seems to be more of a balance in this video but the overall response seems to be a negative one. From this there is a feeling of discontent with KFC, even more so when views find the advert laughable because it is a “load of lies”. So no matter how true the claims may be, they won’t be believed! This suggests that the connotations that fast food restaurants hold, even when challenged, are deeply imprinted within our culture. I think it takes more than one advert to change this, and therefore is a half hearted attempt to change the opinions of audiences.

This also brings me the point of a mixed campaign. There seems to be a lack of cohesion or synergy with the single ‘hand prepared food’ advert and ‘STUDENT SNACKERS’ and family meals. KFC and BBH seem to be trying to do too many things at once. I am just confused at their overall plan.

I shall try to get their opinions on this as soon as possible and post it in another blog in the next week so WATCH THIS SPACE.

Obama's Need for Speed

2009-05-14T08:59:00.000-07:00

I think there are some deserved belated congratulations to President Barack Obama and commiserations to John McCain who was not elected to take over from George W. Bush in January. There were obviously many elements in the election of Obama, however his campaign completely outshone that of McCain. This was due to the amount of money Obama managed to raise from the public giving him a huge advertising budget which thus means more TV, magazine and internet time, space and impressions. He was able to spread his words of wisdom to the masses better than a candidate to advertise in video games. Obama adverts were placed Burnout Paradise as well as a number of others on the Xbox 360 localised in ten swing states (San Diego 6) .

In-Game advertising (IGA) is as the title suggest, advertising within video games. As an industry it is no longer in its infancy, however it is still a small force within advertising, always developing and growing. Kolodny (2006) cites PricewaterCoopers data that predicts the 2010 videogame market will be worth $6.5 Billion and this is a result of males turning to play video games more than the watching TV (Cuneo 2004).

There are 3 different ways that a brand can be immersed into a video game; Static in-game advertising (SIGA), Dynamic in-game advertising (DIGA) and product placement (IGA WW 2008)

SIGA is when the advert is encoded into the game and cannot change. For example Tournament sponsorship (online and offline), brand content (care, liveries, brand-themed levels etc.), In-pack and on-pack branding and sponsorship, re-branded content / Advergames (brand-specific / cut-down / rebranded games). These will be with the game from the day it’s bought to the day it is thrown away.

Product placement is similar to that as in Films however there is a difference “mainly because they are interactive and allow for sensory immersion“ (Vorderer 2000 cited in Nelson, Keum and Yaros 2004) are therefore more vivid, interactive, and adept at stimulating creativity and perception than films (Steuer 1992).

DIGA is like banner adverts in the way that they are managed. They are administered via the internet and are sold as impressions. The billboards in the game can change each time a player goes past it. Gamers can only see DIGA when connected to the internet on Xbox Live, PS3 and PC. They are monitored in a similar fashion as online banner ads, by impressions and can be used to target people geographically and demographically.

Barack Obama’s campaigners used DIGA to advertise to the 10 swing states prior to the election and this is why:

There are many advantages of these different types of advertising that Obama’s campaigning team would have seeked out and used to justify this move towards interactive media. The adverts within the games are received by the audience a lot better than traditional vehicles of advertising, such as TV and radio. This is because the ads are integrated within the game and are ‘less intrusive’ (Nielson Report 2008). The adverts are placed within the context of the game and thus don’t distract the gamer but still allows the gamer to see the ad and register it. They are seen as an advantage because they also help increase the realism of the game, overall giving the advertiser a little more credibility and have more positive view towards it. IGA is also used because target audiences are very easy to target and therefore it is a fantastic way to target the specific demographics. Although Popular perceptions of video-gamers are predominantly male teenagers obsessively playing alone (Poole 2001) the average age of a gamer is 33 years old (Entertainment Software Association), IGA can sieve through the gaming demographics to target specifically who they want to.

The time and size of the advert on screen can be measured in dynamic advertising so there is no wastage from the advertisers’ perspective and also because the ads are integrated into the game they cannot be skipped like in a magazine where the first few pages can be skipped to get straight to the content or on TV when you can make a cup of tea in the break (Bartlett 2007).

For these very reasons adds some reasons to why Obama would have certified advertising in video games. Even though most other medium are able to target geographically, Obama is also able to target the people he wants knowing it’s going to be hard for the audience to skip or avoid them. Also it means he is in the world of those who may not effectively be targetable elsewhere.

What does this mean for the way politics and political campaigning is now conducted? This follows the current trends seen in politics with the introduction of new technologies such as the Internet. This specific targeting of key groups, as seen in Obama’s campaign is called narrowcasting. Other forms of narrowcasting has been seen in the recent past with Tony Blair writing columns in The Sun and Valdimir Putin advertising in between soaps to reach the female vote (Lilleker 2006). IGA is a more sophisticated form of narrowcasting. This has been developed from constituency and state level of targeted communication. This seems to have been an inevitable move for Obama and future politicians. It is a natural for politics to levitate towards these new medium because living in a media-centred democracy as we do, it is important for politicians to be aware of media audiences and in the way the media operates in to reaching them.

Fig 1.2 This is an example of a DIGA for the Barack Obama Campaign (Source: Chris James, MASSIVE, 2008)

This could prove to be an important move in the way that political communication is conducted though. In Norris’ political dealignment theory the pre-modern era is when political communication is based on communicating on a level that is local such as public meetings, rather than the mass media. Post-dealignment era was when political messages were only sent to the masses with great use of TV and national press. This shift to narrowcasting techniques which also include direct mail, emailing, e-newsletter, SMS text messaging) in the current era is named by Norris as the post modern campaigning. These techniques have been used a lot within American politics, more so than in the UK has lead to new era narrowcasting as Americanisation. Americanisation of politics has lead to a more market oriented strategy for politicians and thus making the communications and marketing of politics more professional.

The professionalising of political communication means that there is a lot of importance on the media vehicle suggesting that the emphasis is on the style rather than the substance. This can be related to Obama’s move to Videogames by looking at the content of the adverts seen in the games that were advertised in. This is based on Marshall McLuhan’s (1964) the medium is the message theory suggesting that “For the ‘message’ of any medium or technology is the change of scale or pace or pattern that introduces into human affairs” (McLuhan 1971, p16). One can argue that the main reason for the use of IGA is that it is a new, exciting form of advertising and is used only to make Obama appear up to date and impressively modern (especially for a politician). This new form of advertising is high in credibility, especially for the users that will receive the message. This is the most important quality a political advertisement can have (Lilleker 2006).

Aside from the importance IGA has in being for the world of politics, more so is the impact of having politics in the realms of the video-gamer and Video-gaming. There are huge implications for the involvement of politics not just online but in video games, a source of active and engrossing entertainment. Putting the technological developments aside, I feel that it is this involvement of politics that bridges the real gap between the ‘real world’ and the virtual world. There are behavioural patterns that can be used to describe a bridge or ‘merger’ of worlds. One main example is the motivation to indulge in such worlds: escapism. Without going into too much detail, gamers escape from over-stress or boredom (Cooper cited in Evans 2001) and escapism is a good way to prevent a burn-out. It is an escape from work, family, and the daily grind of routine. Especially with videogames, these tools of escapism, videogames and virtual worlds are becoming a part of the routine that occupied the time of the gamer. The gamer may work in a bank, spend all of his time on the computer, maybe read a book or listen to his iPod whilst commuting to and from work. When he gets home he may watch some TV and play a videogame or two. These methods of escapism have become the routine that he tries to escape from (Pearlin 1959). Mix this with the new content that is politics and photo-like gaming, the two worlds that used to co-exist, synchronically, now seem to exist in a unified state. This, I felt has important implications for the future of the Virtual world, and for the potential involvement politics has in them. It validates the medium as a more valid vehicle to advertise within but also potentially creates a market place for discussion which in turn may be more welcoming to someone who may be traditionally non-political.

Is it important if Obama used IGA or is it just another location for political communication as John Corner (2003) argues? If this is the case I could have used this time writing this blog to do my dissertation. However I feel that there is some importance in this new development. It shows that politics is embracing new technologies which better help target specific demographics in different geographical using a more effective and relevant medium than currently being used. It certainly helped reinforce Obama’s cool, down to earth and ‘for the people’ persona, hence he is now President Elect. It may raise arguments for the quality of politics which was touched upon above with the slight discussion of Americanisation and the professionalization of political communications, however this is the future for politics and whether good or bad, it’s here. So now that someone has set the standard for a new medium to Narrowcast, I wonder if this vehicle for advertising will be used again in the future and if we can expect to see it in British politics? Will we see a Gaming Brown as well as a Web Cameron?

Personally I cannot see politicians actively going into games however, as I suggested before it is an important space to occupy as a topic. I can potentially see a political videogame which may or may not be serious.

If I ruled the World. . .

2009-05-14T08:26:00.000-07:00

I have been using Last.FM for the last few months now and I am a huge fan. Somewhat similar to the second best thing to come out of Sweden, Spotify, Last.fm is an online community that focuses on exploring music genres and bands. It is based on recommendation tools that are used by a lot of online retailers to push listeners and consumers down the Chris Anderson’s Long Tail. This recommendation is in the form of ‘radio stations’ and a normal bar suggesting what else I should listen to based on what I have already heard. If I was to type in Iron Maiden and listen to the Iron Maiden Radio I will be able to listen to music by bands such as Iron Maiden and similar ones as suggested by other users. My track history is automatically saved and you can highlight the tracks “I love”. What more, it is 100% free. There is a premium service which I have not seen necessary to explore. Perfect.

As with a lot of internet networking sites, the main source of income is via advertising. Facebook and Myspace both do it which has led many to believe to be the cause of their death. Especially with facebook, they have changed their layout and format to facilitate more advertising and to make more money at the expense of its users. But hell, what is a business supposed to do? With this in mind I started to think about Last.fm and their new page takeovers and pre-roll clips on the radio. They have issued all pages and radio stations with Vodafone sponsorship. I was OK with the page take-over however I was highly confused that there was no frequency capping on the pre-role ads. I was confused because it was the same video each time I changed radio. Calculating the amount of times I changed station a day, I had seen the same advert 49 times in a week. This is not good news for both Last.fm and Vodafone. I was getting highly irritated and just pissed off with this same advert.

With this, I e-mailed the website and was put into contact with Chris Wistow, Senior Account Manager, European Sales. I explained my problem as both a consumer and as an advertising student and I got an interesting reply.

When asked about the lack of frequency capping, Chris replied with “These types of campaigns are generally freq capped to ensure you're not seeing the same ad time and time again, however we have in place an exclusive setup with Voda for a short timeframe during our official launch window”. The reason for capping is to “ensure we don’t annoy our users”, which is true, as was evident with me. Another problem I had was the exclusivity to Vodafone, and lack of variation there are soon to be “10-15 clips and we'll do our best to work with brands that resonate with our audience”. I asked if I would be expecting to see Bonio and My Little Pony adverts on my page soon – He said that he will see what he can do. AWESOME!

With this page take-over also, the layout and set up of the page had changed. The radio player had become more advanced and I was happy to see this as it made it more interesting. Chris said that the redesign of the radio player was designed to help integrate adverts a lot better. It is this change that has led sites such as these to their demise. However I would like to argue that it is a slightly different change. Unlike Facebook, where there are no advantages to the user for the change of layout, the new radio player plays a loop of photos added by users. There is an actual advantage for the change as it enables the user to discover a little bit more about the bands than before; which is the main point of the site!

Since my conversation with Chris Wistow the frequency capping has been implemented again and I am no longer getting pissed off with listening to the same people telling me what they would do if they ruled the world.

If I had a chance to rule the world . . . I would let everyone listen to Metal . . . ALL the time. Perfect

Scottie

N/B – Since I first posted this blog Chris Wistow has provided the screen shot for the Vodafone campaign that can be seen above. Cheers !

Introduction

2009-05-09T12:57:00.000-07:00

Hi all.

I am a student graduating from Bournemouth University after spending 3 years reading Advertising and Marketing Communications and this blog is to complement my thoughts on what is going on in the industry. This covers interesting stuff about online activities, specific ad campaigns or just anything going on.

I want to take a bit of a journalistic approach to this by talking to people in advertising agencies or the companies involved. This may not always be possible but I shall try. My first one here will be on Last.FM, the online Music phenomenon.

WATCH THIS SPACE!