Subvertising

Subvertising is defined as the practice of making paradise of corporate and political advertisements, it is portmanteau of the word subvert and advertising. The purpose of subvertising is to make a change by presenting recognizable images, that can make viewers realize the message behind what it is trying to portray.

I believe subvertising is an intelligent way to attract people’s attention, our eyes does not appeal to the things that are dull and lifeless. Therefore, the concept of subvertising truly investigated the consumer psychology. ‘I think environmental and social movements have been getting a lot smarter about how we campaign against corporate abuse and we can use a company’s PR channels and branding against itself in creative ways,’ (McAuliffe.2011) Subvertising did not gain approval from everyone but it result in visual pollution instead. In 2007, the city in Brazil, Sao Paulo banned outdoors advertising to combat the prolific ‘Visual pollution’ in the world fourth-largest metropolis. (Ottery 2011)

From my own point of view, i agree subvertising exist when there is a need of change. We all know Mc Donald’s sells unhealthy food, food with high fat, sugar, sodium and low fibre and vitamins, It is unfortunate that all unhealthy food is most delicious. Subvertisments of Mc Donald’s is common because it appears on billboards that we might have seen.

Subvertising often appears on billboards because it is the most effective way to communicate with people’s unconscious mind. Billboards should be used as a medium for public expression, protest and social communication rather than for private commercialism. They state that their work is not ‘illegal’ but instead ‘un-voicible’ within a dominant ideology of consumerism and corporate power. (Bell, Goodwin 2012). Since subverts can be used by anyone and does not have to be politically radical, it should be encouraged and allow people to have their right to public what they believe in.

References: 

Behance.net. (2016). Behance. [online] Available at: https://www.behance.net/gallery/11565115/McDonalds-Subvertising [Accessed 12 Mar. 2016].

The Ecologist. (2016). Subvertising: billboard ads for the public interest. [online] Available at: http://www.theecologist.org/campaigning/culture_change/881357/subvertising_billboard_ads_for_the_public_interest.html [Accessed 12 Mar. 2016].

Women in advertising

Women is considered to be the most powerful consumers, female make 85% of all purchasing decisions, their impact on the economy is growing every year. Women are multiple markets in one because women serve as primary caregivers for children and the elderly in virtually every society in the world, women buy on behalf of the people who live in their households, as well as for extended family (such as older parents and in-laws) and friends. (Brennan, 2016)

In this lesson, we discussed about the way how women is presented in advertising. We have discussed the following advert by Parada- Candy Florale. The question is: what is wrong with this advert?

prada-canyd

 

There is always an ethical debate about women being a tool for advertising. This advert  included a naked women lying on a soft pink sofa with a flower in her hand to portray the message, it totally expressed the message in details since it is called “Candy Florale”. However, this modern society has taken the advantage of women as a sexual object too far, this method of advertising is widespread and could be found in most product types.

The way that women are portrayed now a days is creating negative impacts and affecting a lot of females. We see female model with “perfect” body shape on TV, magazines, posters in the public, women being the one of the main target in marketing can suffer from serious psychological issues from the constant persuasion from advertising. For instance, excessive thinness is one of the main concern in the result of this impact. Most of the women in the adverts are mostly underweight, this unhealthy body images is reflected on the female in this current society, that lead them to have lower self esteem.

Advertising is a powerful tool to promote a product, although it is effective to use women in advertising, people should raise awareness and should not neglect the negative impacts that has been made.

References: 

the Guardian. (2016). Five facts that show how the advertising industry fails women. [online] Available at: http://www.theguardian.com/women-in-leadership/2016/feb/03/how-advertising-industry-fails-women [Accessed 11 Mar. 2016].

Forbes.com. (2016). Forbes Welcome. [online] Available at: http://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumers/#731f750f2897 [Accessed 11  Mar. 2016].

Termpaperwarehouse.com. (2016). Is It Ethical to Use Woman as a Marketing Instrument? – Essay – Posh1366. [online] Available at: http://www.termpaperwarehouse.com/essay-on/Is-It-Ethical-To-Use-Woman/239642 [Accessed 11 Mar. 2016].

Smallbusiness.chron.com. (2016). The Negative Effects of Women’s Advertisements. [online] Available at: http://smallbusiness.chron.com/negative-effects-womens-advertisements-19326.html [Accessed 11 Mar. 2016].

Subliminal message in advertising

Subliminal advertising is placing hidden images in commercials content to communicate with viewers unconsciously mind, It is a sneaky advertising technique that hope to attract more consumers to improve brands business.

Toblerone is a recognizable brand, but there is a sweet message hidden in the logo. If you look closely, you will see a bear standing on two legs, hinting the chocolate’s town of origin.

19

Another example of subliminal advertising is this Pepsi vs. Coca- Cola halloween advert, the message is that it is funny to suggest that getting a Coke when you suggested Pepsi is scary. Sometime, advertisers use other brands for comparison to make their brand popular.

coke-vs-pepsi

These example shows how subliminal advertising communicate with the views, but the question is does it actually work to benefit the market? Social psychologist Johan Karremans, Jasper Claus, and Wolfgang Stroebe (2006) did a research on subliminal advertising and suggested that subliminal advertising was only effective with products that people know of and somewhat liked, and they believe that it would not work with very popular brands, such as Coca-Cola because people are already familiar with this iconic brand. In addition, the research also shows that advertising a specific drink brand with subliminal flashes was only effective if the audience actually wanted a drink.

These research have explained that there must be something which stimulate the mind of the consumers in order for a subliminal advertising to work. It is considered as a advertising tool, but it is lacking the support from scientists and psychological studies, and it result to an uncertain conclusion. However, people remain fascinated to discover the hidden subliminal message behind the adverts.  People’s curiosity are powerful, they are able to put their imagination into something creative. Like most subliminal adverts are happy accidents, perhaps people’s creativity is the answer for subliminal adverting.

 

References: 

BBC News. (2016). Does subliminal advertising actually work? – BBC News. [online] Available at: http://www.bbc.co.uk/news/magazine-30878843 [Accessed 15 Mar. 2016].

Schweigert, A. (2016). 8 Ads With Subliminal Messages You’ve Probably Missed. [online] Blog.hubspot.com. Available at: http://blog.hubspot.com/marketing/ads-with-subliminal-messages [Accessed 15 Mar. 2016].

WhatCulture.com. (2016). 20 Sneakiest Hidden Messages In Advertising. [online] Available at: http://whatculture.com/offbeat/20-sneakiest-hidden-messages-advertising.php [Accessed 15 Mar. 2016].

Cbsnews.com. (2016). The 10 Best Subliminal Ads Ever Made. [online] Available at: http://www.cbsnews.com/news/the-10-best-subliminal-ads-ever-made/ [Accessed 15 Mar. 2016].

Museum of Brands and Packaging

The Museum of Brands and Packaging have shown the evolution of packaging in different decade, we can find iconic brand packaging in all the displays, from cosmetics in the 1890s, cigarettes in 1900s to 2000s, it brings us back to the generation when technology was still in an early age.

The first section in this museum was a display of technology devices, we recognize some of these devices because it may existed in our grandparent’s generation. Technology evolves to suit our lifestyles but the design is timeless, because history of packaging design reflect on modern society, every aspects of design elements are related. which is why modern designers often use the style of vintage for their designs.

IMG_2154

The packaging of Ovaltine has evolved throughout the decades, from tin can to plastic container, it shows industrial revolution of packaging, the change in manufacturing process and materials throughout time. The early age of packaging used glass, metals, paper. Whereas now a days, factories rely heavily on plastics. The following timeline of Ovaltine shows the changes of packaging design through different decade.

1904 – Swiss chemist, Dr. Wander, invents Ovaltine while investigating the nutritional qualities of barley malt.

1909 – Ovaltine begins its great success story in the UK.

1913 – The first iconic Ovaltine press ad appears.

1919-20 Ovaltine begins to be exported to Australia, India, South Africa and other parts of the British Empire.

1932 – Athletes at the Olympic Games are served Ovaltine as a healthy boost.

1935 – The Ovaltineys make their first broadcast.

1953 – Explorer and hero Sir Edmund Hilary uses Ovaltine when climbing Mount Everest.

1974 – The famous Ovaltine ‘lady’ is reintroduced on new packaging.

1997 – Ovaltine Chocolate is launched to the world.

2013 – Ovaltine is now enjoyed in over 54 countries worldwide. It’s the perfect comforting and tasty drink for the busy lives will live today.

IMG_2155

Not only the packaging material evolves overtime, the name of the brand does too. Like Marathon became Snickers, Opal Fruits became Starburst and Ulay to Olay. Changing the name of a brand is a challenge, but the brand still kept its brand identity such as using the same color theme for packaging, as well as similar types face for the brand.

 

The 1990s section was memorable. The 90s cartoons Pokemon, Sesame Street, and hand held gaming devices like Game Boy Nintendo. The colourful and innovative design packaging in this section represented the evolution of technology,  and the experience I have had in my childhood life.

This Museum have shown packaging history precisely, that the meaning of packaging is never constant it evolves generation by generation. The collection of all these iconic brands represented the meaning of branding, packaging and advertising in the historical aspects.

 

Ovaltine.co.uk. (2016). Ovaltine – History & Advertising. [online] Available at: http://www.ovaltine.co.uk/about/history-advertising/ [Accessed  9 Mar. 2016].

What is branding?

The concept of branding is profound, it is also very broad that we can imply the definition into different areas such as business, psychology, art and designs. There is no accurate answer for branding, its meaning are different for everyone depend on the areas they are more intrigued or fascinated in. To cover the areas in branding, i have broken down the meaning into two different areas, the visual aspect of branding and the relations with psychology.

A brand symbol as “Anything that leaves a mental picture of the brand’s identity (Leo Burnett, 1961). From my own point of view, the mental picture of a brand identity involves  the visual aspect of branding, it support the purpose of the brand and benefit the branding strategy. In order for a brand to be successful, a visual brand identity is crucial. Visual identity includes, a catchy brand name, a consistence visual style that allows costumers to recognize the brand, brand logo and the use of typography. These are the primary visual elements in branding that creates visual persuasion, it convince us to purchase certain products.

The visual aspect of branding are connected with psychology in a sense that the visual elements influences the way we think, and the way we feel about the brand. It was scientifically proven that color affect our emotions. For instance, we could see popular digital platforms like Snapchat, Facebook took advantage of the colour psychology, they have used specific color to represent their brand. Snapchat is yellow because it is a color of optimism clarity and warmth, and Facebook is blue because it is the color of trust and loyalty. On the other hand, typography played an important role because each typefaces tells a story, it can influence decision making, evoke memories and affect other senses. Typefaces can communicate with our subconscious, they leave our conscious brain to read what the words are actually saying” (Sarah Hyndman, 2014). From a design perspective, the importance of these elements are essential because it reflect on the brand itself, it brings attention to the product and appeal to the consumers.

Our eyes are naturally attracted to the things that are beautiful and vibrant, this is why branding companies expect a high standard of visual design, it helps the brand to achieve brand popularity in order to widespread the image of the brand in this competitive market.

Acrwebsite.org. (2016). Brand Equity Building For New Brands Via Appropriate Advertising Symbol  Selection by John R. Rossiter and Lawrence Ang. [online] Available at: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11617 [Accessed 12 Mar. 2016].

 

Layout 1 (Page 9 - 10)

Hyndman, S. (n.d.). The type taster.