Archive for Believing in Yourself
Go World
Posted by: | Comments
Many of you may remember this Visa commercial that aired in the United States during the 2008 Summer Olympics in Beijing. It was a part of a campaign to support the 2008 Olympics through television, radio, print, and more. From May through the end of the Olympic games in 2008 Visa was given exclusivity in their category for advertising and sponsorship of the Olympics on NBC.
What is striking about this ad is that it not only appeals to Americans to unite in support of the United States athlete representatives, but it also reminds people that everyone on the planet comes together to celebrate these events and there is more reason to celebrate our similarities than our differences. It uses this point of view to show how diverse the world and American culture is. The television spots show a variety of American athletes as well as memorable athletes from years past from different countries.
Several Americans watched the Summer Olympics at some point in 2008, so Visa had the ability and opportunity to reach a wide variety of Olympic consumers who would find the ads relevant and moving. Visa uses several different tactics to appeal to consumers through these ads. They use the appeal of aesthetics and pleasant pictures throughout the commercial by portraying significant moments in a sepia hue. They also use emotional appeals through these memorable events in Olympic history. In television spots other than this one, Visa invokes nostalgia and memory retrieval through images of past Olympians.
This kind of support and sponsorship of world athletes during arguably the most significant athletic moments of their lives, shows consumers that Visa cares for America and the world. It builds Visa’s credibility, brand image, and company reputation through these messages, placing the brand in a favorable light in consumers’ eyes. These uplifting emotional messages serve to benefit not only the Visa brand and its marketers, but also consumers and athletes in the process.
Southwest Airlines “Grab Your Bag. It’s On”
Posted by: | CommentsI don’t know about you, but I’m sick of hearing every, single news reporter and politician (including our President) bemoan the state of the U.S. economy. They ring their hands and pat us on the head as they suggest the ONLY solution is for the government to jump in and save us. Yeah… whatever. Last I checked, we’re Americans–we have a long and distinguished heritage of saving ourselves.
What happened to leaders who inspire… who understand that we are the most resourceful and productive society in human history?? Where are their words of inspiration?
Guess Southwest Airlines, like me, got tired as waiting…
Thank you, Southwest Airlines, for reminding us who we are.
Mastercard’s “Priceless”: Do Virtues Translate?
Posted by: | CommentsWe have featured several commercials from Mastercard’s “Priceless” campaign on AdVirtues. In fact, the campaign was featured on the Getting It Right page as an example of a consistently virtuous, heart-warming, and inspiring campaign. However, one of my favorite “Priceless” spots has not yet been mentioned and taking another look at the ad brought up some interesting questions for me, namely can virtues, or more specifically virtuous advertising, translate across cultures?
Take a look at Mastercard’s “My Favorite Things,” and below I will consider some of the implications in the relationship between international or multicultural and virtuous advertising.
In my opinion, virtuous advertising could present itself as either one of the most problematic forms of advertising, in terms of translation into international or ethnic markets, or as one of the greatest opportunities for advertisers to gain a true understanding and connect with those markets.
Foundation for a Better Life: Bethany Hamilton
Posted by: | Comments
This is a really neat billboard ad from the Foundation for a Better Life. It shows surfer Bethany Hamilton “rising above” an obstacle to continue pursuing her passion for surfing. Not only is this ad inspiring, but it also symbolizes the values of hope, dedication, courage, and ambition.
Dove Evolution
Posted by: | CommentsAnother “oldie but goodie” commercial, but one that fits perfectly in a site called AdVirtues.
The first of its kind, this ad demonstrates how the beauty industry deceives its consumers. Girls being raised with such unrealistic perceptions of beauty can develop very negative self-images. It was high time someone SHOWED the truth!
Celebrate Life Even in the Worst Times
Posted by: | CommentsI saw this commercial earlier today, and it sure made me want to go register for this. For those of you who do not know, this breast cancer walk lasts for 3 days and 60 miles, and the volunteer walkers raise money and awareness to try to find the cure for breast cancer. At the walk, everyone is there for the same purpose: they believe in a world without breast cancer. I love the idea that so many people volunteer in many cities nationwide to help with this valid and wonderful cause, and I also think the advertisement preaches a valuable message: do something that matters. Women that have either personally suffered or no someone that has truly understand that the virtues of life become much more apparent in your life when in a time of need. If you look closely in the advertisement, women are holding up signs saying “optimism”, “love”, and “hope”. I think that the most remarkable line in this ad is saying that this walk is a “celebration of life”, what a positive and encouraging way to look at this dreadful disease. Let’s all join this cause!
Pepsi inspires
Posted by: | CommentsIn keeping with the theme of my earlier post about the shift in advertising messages I want to address Pepsi’s new campaign for every generation refreshes the world.
I have been discussing in my advertising classes how we are seeing a change in advertising campaigns. Due to the economic recession advertisers are having to reach people in a different way. I have definitely seen more positive and uplifting advertising then I remember seeing in years past. I think companies are trying to keep things light and positive and that is exactly what Pepsi has done with their recent campaign.
I think this commercial has such a positive message behind it and it makes me smile every time I see it and proud of my generation because every generation is unique and “refreshes the world”
I think with all of the negative things going on it is nice to see an ad that can be inspiring and make people happy. Way to go Pepsi! (I always liked Pepsi better than coke anyway 
)
High (Virtuous) Performers
Posted by: | CommentsI know this isn’t an incredibly new ad, but I just remembered this campaign from my Survey of Advertising class sophomore year. I believe it is still going on, but we studied Tiger Woods as a “celebrity endorser” of Accenture. I remember when that was on the test I asked my dad about the partnership since he works there. I always thought it was excessive that Tiger Woods a spokesperson for Buick, Nike, and Accenture that I knew of at the time. My dad explained to me that Tiger doesn’t actually get paid to be a spokesperson for Accenture but rather in exchange for his appearances and ads, the company consults and manages one of his non-profit agencies, Tiger Woods Learning Center, for him. I believe this is a great example of using advertising for good and really exemplifies a selfless act by a celebrity. And on top of that I think that the ads with Tiger are very inspiring as well.
“Dream in Color” with Target
Posted by: | Comments
Target has come out with a new campaign for Black History Month: “Dream in Color“.* The television ads showcase the personal hardships and accomplishments of now famous and successful African American women. The goal of the campaign is to inspire others to work hard and never give up on pursuing their dreams (similar to the stories about Tyler Perry and Michael Jordan seen in earlier posts on this site). The four amazing women featured in the TV ads include Holly Robinson Peete, Bethann Hardison, Thelma Golden, and India.Arie. These women speak to the issues of Legacy, Beauty, Education, and Community in several short video interviews posted on the site.
In addition to the ads showcasing these four women, Target has partnered with the Smithsonian Institution and Scholastic to provide free Black History Month lesson plans to teachers.
Throughout this campaign Target seeks to celebrate, educate, and inspire others, specifically within the context of diversity. An extension of the “Dream in Color” campaign (which is intended to run for an entire year), also found on the website, includes video interviews with other successful artists, designers, and community leaders including John Legend, Emilio Estefan, and Sami Hayek.
All of the videos in this campaign emphasize ambition, believing in yourself, common ground, determination, encouragement, hard work, hope, inspiration, living your dreams, overcoming, perseverance, strength, etc, etc, etc… through the personal stories of these individuals. Basically, they hit on a lot of the virtues we promote on this site. I think the overarching theme here, and one we so desperately need to hear in these difficult times, is to take personal responsibility and LIVE YOUR DREAMS, a.k.a. “Dream in Color”.
*Unfortunately, I am not able to post the videos directly onto the blog because of Target’s restrictions. However, all videos are available through the link above.
