The Big Idea

what will set our campaign different from the rest is that we have one main priority and that is that your and your family are comfortable, safe and walk away with a new added family member in which they can depend on for years. We want to give them a new addition to the family that's not just a car but something that they look forward to when driving and not have to worry. The Culture Code is the unconscious meaning we apply to any given thing—a car, a type of food, a relationship, even a country—via the culture in which we are raised…. The combination of the experience and its accompanying emotion create something known widely (and coined as such by Konrad Lorenz) as an imprint. Once an imprint occurs, it strongly conditions our thought processes and shapes our future actions. Each imprint helps make us more of who we are. The combination of these imprints defines us.(CH 5; PG 68) What we will be doing to attract the millennial families is we would by hosting booths in tourist attractions where families as a whole would visit. We would also join with Disney. In this agreement we would also join the Make A Wish foundations to show that in fact we really do care about your children and family. For Disney we would have a booth outside of Disneyland and DisneyWorld to promote our product as a family must have. For the Make A Wish foundation we would donate every year depending on how our fiscal year ends. Keep them and Disney with us as long as possible.  The totality of environmental factors affecting our nature is called nurture; so, from this perspective, the context in which we live makes us who we are. How we are nurtured plays a significant role in how we make choices and in our behavior. The context of your family, culture, community, values, friends, aspirations, basic drives, cognitive abilities, defenses, habits, all factor into why you would respond to advertising, donate to a specific charity, purchase one detergent over another, and so on.(CH 5; PG 69) Ours donations would strictly be to Make A Wish foundation and our campaigns would be binded with Disney. Our commercials will star Disney princesses and well known characters and Disney familes using our product to promote that we are in fact the number one family friendly vehicle. Imagine the world without this product, service, commodity, or group type. Then imagine the world without this specific brand or group. For example, imagine there were no ketchup. Now imagine the world without Heinz ketchup. Once you imagine this scenario, it might be easier to understand what people like or love about the brand or group.(CH 5; PG 71) A world without the Toyota Highlander wouldn't be a safe world to drive in that's for sure. Its 5 star safety rating gives the family that assurance that everything is going to be ok even in the case of an accident. Words. Legendary graphic design and adman George Lois advises using words to generate concepts. Lois believes that visual artists can think equally well in words as in visuals. Try making word lists, word associations, word maps, word mergers, or any method that will work for you.(CH 5; PG 76) Merge. Combine two related or unrelated objects or visuals together to form a unique whole.(CH 5; PG 76) To add onto the big idea, Toyota and Disney in the same commercial and advertised on channels like the Disney channel and ABC Family will guarantee attract more family oriented customers just for the fact that it will include the beloved and adored characters from the widely known movies and attractions. 

Competitive analyses

Our campaign will be bigger and better than the competition because we will be conducting interviews on American families across the United States and asking them what they think about our product. Get their points of view and come up with what we need to work and improve on. Frames offer meaning in context, and they help us understand our world and quickly assess what is going on in it. We can use a frame to examine a brand or group, looking for insights on which to base an advertising idea. (PG 34; CH 3) In this case we would frame a situation, put yourself in the customers shoes and ask yourself, why this car? Well the Toyota Highlander has a 5 star NHTSA safety ratings. That basically means that this is one of the safest cars on the road. Something a family of 4 would  love to depend on. Changing a frame allows you to explore possibilities, to imagine what a brand or organization could be beyond its current personality or how it is commonly perceived. Here you set aside preconceived notions and explore alternatives. (PG 34; CH 3) Again, putting ourselves in the customers shoes and in this case the customer is the mom of 4, who not only works but does the basic house work. The super mom. She doesn't have time to be going to the mechanic and having the car checked out for some noise she heard while driving. The Toyota Highlander won't have any malfunctions or recalls like its competitors. It is the best friend she can rely on. Attribute listing is a method for analyzing and separating data through observing and identifying various qualities that might have otherwise been overlooked; basically, it is a diagrammed list of attributes. It works deconstructively, breaking down information into smaller parts that are then examined individually. (PG 38; CH 3) The 2016 Toyota Highlander has a 4 star frontal crash rating, 5 star side crash rating and a 4 star rolleover rating. What these ratings are simply stating is that in the events of a crash, the damage or injuries caused to the driver and passengers would be minimal, also something to think about while you're taking your family on the road. The frontal airbags alone have saved more than 25,782 lives between 1997 and 2008. One of the premises of spontaneous art is that it allows access to your subconscious and liberates you from inhibitions—you create images without concerns regarding conventions, aesthetics, composition, intention, content, and you are not governed by the constraints of a design assignment. (PG 40; CH 3) Also against leading competitors it has installed a rearview video system that allows you to view the back of the car while going in reverse. It also has a forward collision warning in case you might be getting too close to the vehicle or object in front of you, and lastly it has a lane departure warning in which if you drive off road it will let you know. We will treat the family as a whole. They are our main concern at Toyota and our responsibility. Our facilities will not be intimidating like others, we will include a comfortable environment for you and your family. One thing to notice as well, when you head over to the dealership with your family the kids always end up getting very impatient and bored. At Toyota we will solve this problem by having a room where the kids will be watched and they will be allowed to play. We also would have a small arcade room for those young adults.

2016 Toyota Highlander : A Best Friend You Can Rely On

A best friend you can rely on. Really. The highlander will never fail you, whether you need to pick up the kids and their friends from a party or school you will be the cool mom doing it. The sleek and elegant design of the highlander not only looks fancy IT IS FANCY. The many amenities serve a purpose for those driving the vehicle and those in the passenger seats. You can control the music from the back or the front seats, also there is a blu-ray entertainment system in the back seats for your passengers viewing pleasure. Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment. In a midsize or large agency, the account manager and client provide information to you. Most smart creatives do some digging themselves. The Internet, of course, has made information more accessible than ever. Develop an understanding of how best to conduct research, specifically where to look for and gather information. (PG 15; CH 2) The super hero mother needs to have everything she can rely on just a few steps away and in a nice clean space and that is what the Toyota Highlander offers. A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution. The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand. (PG 15; CH 2) In this case it would be the family. The mom in the family who needs this vehicle by her side. It is something she can always depend on no matter the situation she is in. Also for the kids, when you do take those long roadtrips to the lake or camping you definitely need something that will assist you and make things easier for you in the long run. It is a family friendly car and it has something anyone in the family can enjoy. A thoughtful, clear brief can foster focused, critical thinking and lead to creative concept formulation. I have heard creative directors say that they have rewritten briefs so they provide clearer guidance for ideation. (PG 17; CH 2) Whats clear about the Toyota Highlander is that it is a product you can rely on no matter who you are or where you are. Implementation, in this final phase, solutions are deployed and put into effect. After a design assignment has ended, some clients and designers find debriefing useful. This involves reviewing the solution and its consequences. It is exceptionally useful to debrief, that is, to examine your finished assignment to figure out what went wrong and what went right. (PG 22; CH 2)

Week 7 EOC: Final Project Pitch

With fast times upon us, we all need something we can truly depend on. Imagine yourself after a long days work, then having a million and one things to do such as picking up the kids and friends from school, soccer practice, going to the grocery store, plus running a few errands on your own can get super exhausting. You don't really want to do all that looking like the boring mom do you? We have the car just for you. The 2016 Toyota Highlander not only is sleek and elegant in its design but also has a million and one features that will make everyone on the block envious. The capacity of the car alone can hold eight people. The trunk space opens up to add 3 extra seats if you're ever in a bind about fitting more people into your car, you will never have to worry. Not only do you have enough room for the entire neighborhood, the seats themselves are so comfortable by the end of the day you'll want to take a nap in the backseat. The safety features included will also make sure that you and your family is safe at all times even when the driver might not be. Kind of like a best friend looking out for you. It has sensors in the front and back of the car that can detect if the driving may be serving or going off road. It also makes sure that if you get too close to another car it will break before the unthinkable happens. So even if you are texting (which you should never do behind the wheel anyway) and do go off road even for a little this little guy will make sure you are safe at all times. Who wouldn't want a best friend like the 2016 Toyota Highlander?

EOC Week 5 : Superbowl Ad

Who? - This ad involves a group of cute dogs and an angry grocery store manager trying to get the dogs to stay away.

What? - This is a Doritos ad campaign showcasing that the group of dogs want to somehow get into the store and get a bag of Doritos chips.

Where? - This ad takes place outside and then later the inside of the grocery store

When? - This ad is taking place in the daytime

Why? - Doritos uses a cute and comical way to get the audience to purchase Doritos. They choose 3 adorable dogs that have certain personalities to get what they want much like a human would do.

How?- Doritos shows that the dogs are all trying to figure out some kind of way to get into the store without the manager seeing one of them but they all fail. Then the 3 dogs get an idea by seeing a man with a hat and sunglasses walk in and they eventually get into the store with the 3 dogs stacked on top of one another wearing a giant coat and the smaller white dog is wearing sunglasses and a hat and it shows them buying bags and bags of Doritos. They later walk out of the store with the store manager greeting them at the end and saying "have a good day sir".

EOC Week 4 : Role of Women in Contemporary Advertisements

In this Gucci ad the woman is laid out very provocatively across the males lap, with the males hand placed on her butt as if he was going to "spank" her showing that he is the more dominant one. This shows on and on again throughout history that sex sells and that the man is in charge. It has always been true to a certain extent but Gucci has been known to do this over and over again with their campaigns. The woman is also shown wearing a very tight dress which could almost be the same color as her skin tone. While the man seems more relaxed and wearing a suit.

This advertisement for Tom Ford MEN'S fragrance was probably one of the most talked about ads of the 21st century. Shot be the controversial photographer Terry Richardson in 2007 this ad was definitely a conversation starter. In one of the pictures it shows a women lying down with the perfume bottle placed in between her legs and her index finger on the top of the bottle. The other ad shows the bottle pushed in between her breasts with her mouth wide open. This shows how provocative the advertising industry can get with a men's perfume. To many peoples surprise this ad in particular was not banned, it did however show up in issues of GQ and Wallpaper. In Tom Fords defense, “the highly stylised creative treatment gave the ad an artistic quality, not a salacious one.”

http://www.dazeddigital.com/fashion/article/24720/1/fashion-v-censorship-a-history-of-banned-ads-miu-miu-tom-ford


Now to one of my favorite most talked about companies in the industry, American Apparel. Now let me shed some light on whats going on in this picture. Plain and simple the girl is laying down on the floor with a man standing in front of her, grabbing her ankles and has her legs spread wide open. Now from the picture it looks like the girl may or may not be wearing a skirt or shorts of some kind. Whatever the garment, it's clear that the sexual undertone is stated in this advertisement. Now in June of 2014, founder of American Apparel, Dov Charney was under investigation of alleged misconduct. Over the years Charney has also been in a few lawsuits regarding sexual harassment and violence aimed at employees, charges in which were denied by American Apparel. American Apparels ads are very similar to those pictures taken by the controversial photographer I spoke earlier about, Terry Richardson, who has also been in a few lawsuits regarding sexual harassment. Where we draw the line between "tasteful advertisement" and basically porn is up the public. Now some of American Apparels ads were so over the top they were even banned overseas. Below are a couple more ads from American Apparel showing women as just sexual figures.


Apart from the obvious eyebrow raising content in the ad, there was some internet chatter that the male subject of the photo was Dov Charney, himself.


The ASA (Advertising Standards Authority) also banned this ad in the UK because it was deemed "exploitative" for sexualizing young women.

http://time.com/2901435/charney-american-apparel-ads/

EOC Week 3 : Ethics in Tobaccoo

    1. Determine the scenario: What happens in this frame?

It appears that in this picture there is a very seductive looking women wearing fishnets and the tobacco comapnies tried to make her look as sexy as possible because to them sex sells and the fact that she is smoking one of the camel cigarettes makes her and the cigarette more desirable

    2. What is the setting? What are the conditions?

The setting looks like she is casually laying on her bed or on some blankets while watching tv.

    3. Who are the people or groups?

The people and/or groups they are targeting is most definitely the younger generation. It targets young women to thinking if they bought these cigarettes they can be as desirable and sexy as the women on the ad and if men were to smoke these cigarettes it would give them a chance to attain women like this.

    4. What is their point of view around this specific experience?

Their point of view is simple. If a person smokes these cigarettes they can become more desirable. Smoking a cigarette is sexy.


    5. What are their goals?

Their goals are intended for you to purchase these and feel good and confident about yourself.

    6. What are their assumptions? What are their perceptions?

Their assumptions and perceptions are that in which every women wants to feel sexy and attractive for some purpose. And that every man wants a women that smokes.

    7. Are there conflicts? Is there cooperation?

The conflicts are that not every women wants to feel sexy and not every man wants a women that smokes.

    8. What are the outcomes?

The possible outcome is that women and men do buy Camels for the intention of feeling some sort of acceptance and admiration for smoking these. This ad makes a person want to feel elegant and sexy while smoking Camels.