The Big Idea

The big idea for this Dodge Charger campaign is photography. I believe that a picture is worth a thousand words. I think less is more and that a more simple approach will be effective. My plan is to get a picture of the nicest looking Charger that you can find."Any good art director should be able to write copy, and any good copywriter should be able to think visually." (Advertising by Design: Generating and Designing Creative Ideas Across Media, 12)

"Even now, most designers start working by thinking with a pencil in hand, creating thumbnail sketches to visualize ideas and to compose. Some start with visual collages." (Advertising by Design: Generating and Designing Creative Ideas Across Media, 21) I will use my this picture to get people thinking about the Charger and how great it really is. Across the top of the picture will be the slogan. Everybody will interpret the slogan in their own ways. The goal is to get them wanting to stay fully charged with this car.

"The purpose of this stage is to flesh out a few of your best ideas—to explore each design concept and how it can best be expressed through the creation, selection, and manipulation of type and visuals in a composition."  (Advertising by Design: Generating and Designing Creative Ideas Across Media, 22) I really believe that the less is more approach will work the best. A picture can really speak to you. Commercials are not the only way to advertise effectively. This car in a very nice lighting and setting can have the power to get people to go out and buy.

Competitive Analysis

The two main competitors for the Dodge Charger are the Chevrolet SS and the Chrysler 300. Both of these cars look very similar to the Dodge Charger. They all have very similar features as well. All of these cars are meant for one thing. The one thing is to go fast. These three cars are mostly considered sports cars. They are constantly competing to be the fastest and nicest car while remaining safe. "Al Reis and Jack Trout wrote that a company must create a “position” in the prospect's mind, a position that takes into account both the brand's (or group's) strengths and weaknesses as well as those of its competitors." (Advertising by Design: Generating and Designing Creative Ideas Across Media, 50)

The Chrysler 300 is a good car to compare to the Charger because they are similar but still have very unique features. A few features to the Chrysler are the heated seats, daytime LED lights, and the key-less entry. Chrysler's are great cars but their technology is still not better than the Charger's technology.  "Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors." (Advertising by Design: Generating and Designing Creative Ideas Across Media, 50)

The Chevrolet SS is also a very good car. However, Dodge chargers are much more popular and known. Just like the Chrysler, the Chevrolet has very good features but they are all just ways to make the care more appealing. In reality, the Charger has features that are much more important than just looks. The charger will keep you safe, get you where you need to go, and look great while doing it. "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity." (Advertising by Design: Generating and Designing Creative Ideas Across Media, 49)

Slogan:"Stay fully charged, with a new Dodge Charger."

"Stay fully charged, with a new Dodge  Charger." Coming up with a slogan for the Dodge Charger campaign was not an easy task. The idea for this slogan has more meaning than just chargers going fast. It is a metaphor. Just like you have to charge your cell phone to keep it going or charge your body by getting some rest to keep yourself going. Chargers help get you where you need to go by always being fully charged and ready to go. “The cars we drive say a lot about us.” (Advertising by Design: Generating and Designing Creative Ideas Across Media, 72)

Staying fully charged in every aspect of life is a great quality to have. The Dodge Charger is the perfect way to stay charged in your everyday commutes. Most people spend many hours in their cars. It is important to have a car that is as efficient as possible. Cars are meant to get you where you need to be smoothly. The Dodge charger is the perfect car to keep you charged throughout your driving. “People spend so much time in their cars, and it's a legal way to have fun by speeding a little bit or testing yourself a little bit, and you get to invest in your car. For some people, it becomes their baby.” (Advertising by Design: Generating and Designing Creative Ideas Across Media. 74)

The goal is for everybody to see the true meaning of the slogan. It is about much more than just a car. It is about your everyday life and how efficient you make it. I think the Dodge charger is the perfect way to keep your daily commutes easier. "Everything in life is somewhere else, and you get there in a car." (Advertising by Design: Generating and Designing Creative Ideas Across Media, 72)

The Pitch Week 7 EOC

The Dodge Charger is an American automobile marketed by the Dodge division of Chrysler and manufactured in Canada. The charger was first used as a show car in 1964. Some of the many great features to this car are its performance, safety, fuel efficiency, interior, and advanced technology. Although this car may seem like it is meant to just go fast, it is still has the technology to keep you safe as well. This car is not just for a single man, a woman or even a family could get good use out of this car. “It's a never ending battle of making your cars better and also trying to be better yourself.” -Dale Earnhardt

I think the Dodge Charger is a great car to market because there are so many good things about them. Many police forces are switching to Chargers for their police cars because they are fast and safe. They are definitely worth the investment because these cars are known to last for a long time. I think the Charger campaign really needs to be revamped. “People spend so much time in their cars, and it's a legal way to have fun by speeding a little bit or testing yourself a little bit, and you get to invest in your car. For some people, it becomes their baby.” -Jordana Brewster

My slogan for the Dodge Charger campaign is “Stay fully charged with a new Dodge Charger.” The Dodge Charger can get you where ever you need to go as fast as possible. I think the one thing people really need to realize about the charger is that it can be a family car. “Everything in life is somewhere else, and you get there in a car.” -E. B. White

Superbowl Commercial- Week 5 EOC

"Lost Dog" Budweiser commercial, 2015.
https://www.youtube.com/watch?feature=player_detailpage&v=xAsjRRMMg_Q


WHO: A tough man that loves his dog and horses.


WHAT: His dog gets lost while he is taking care of the horses.


WHERE: He lives on a ranch with horses.


WHEN: The dog gets lost in the afternoon.


WHY: The dog climbs into the back of a truck and the truck drives away.


HOW: The dog finds his way home and is saved by the horses.

Tobacco Advertisement- Week 3 EOC

This tobacco advertisement is advertising for Viceroys cigarettes. These cigarettes are said to filter the smoke that you inhale. In this frame a dentist is recommending these cigarettes over all of the other ones. The setting is probably in a dentist office. The marketers had the person be a dentist because people can trust dentists. “In the 1940s, cigarettes would be shown in classy situations, endorsed by celebrities - real A-list Hollywood stars in America - the ads would make claims about tobacco quality or manufacturing science and, bizarrely, some brands had what almost amounted to health claims.” -Peter York

            The dentist in this advertisement is pretty much claiming that cigarettes are not bad for your teeth. His point of view is that they are perfectly okay. The goals are to show that if a dentist will smoke them, then they must be okay. This ad is making people assume that smoking does not cause any bad affects to your mouth or teeth. “The true face of smoking is disease, death and horror - not the glamour and sophistication the pushers in the tobacco industry try to portray.”  -David Byrne

            This tobacco advertisement is very unethical for giving people the wrong perception about cigarettes. Viceroy is a cooperation that is giving people the wrong idea about smoking. The outcome is people smoking with the idea that it does no harm to them. Soon enough people will start to realize that it is bad for their teeth, gums, and especially lungs. The outcome is not good for the company because everyone knows that they are liars now. “Tobacco is the only industry that produces products to make huge profits and at the same time damage the health and kill their consumers.” -Margaret Chan

 

Questionable Ethics EOC-Week 2

My first example of questionable ethics in advertising is this Reebok fitness advertisement. The ad is telling guys that it is better to cheat on your girlfriend and than to cheat on your work out. I think this ad is very wrong because it is making it seem like cheating is no big deal. It also makes it seem like working out should be the most important thing to a guy. “What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public.” -Vilhjalmur Stefansson

My second example of questionable ethics is this Burger King advertisement. The ad shows a burger going in a woman’s mouth. The caption on the ad says that the burger will “blow” your mind. I think this picture is very inappropriate.  It is showing that it is okay to sexualize burgers and women. It is pretty obvious what the ad is talking about because no woman eats burgers like that. “I think that, too many times, business has been seen as acting in its narrow self-interest rather than, essentially, contributing more broadly to society. I think a lot of that is unintentional; I don't think that many managers are deliberately trying to be unethical or are not trying to be sensitive to social needs.” -Michael Porter

My last example of mean advertising is this billboard. This billboard is wrong in so many ways. It is implying that if you eat meat, you are unhealthy and fat. I think the worse part about this billboard is that it is calling fat people whales. People should not make others feel bad about their selves just for an advertisement. Not every person that eats meat is fat and not every person that is a vegetarian is skinny. “Standing with the poor means walking away from unethical leaders, even when their companies are 'succeeding.'” -Jacqueline Novogratz