Got Milk? Just do it.

 GOT MILK

Once the famous tag-line “Got Milk” was released it caught on like wildfire.  Goodby, Silverstein & Partners, created this superior tag-line.  The history behind this tag-line is quite amazing.  It was brought up in a presentation board meeting discussing what should the heading be for a particular milk ad.  Then one guy Jeff Goodby said, “ why don’t we just put got milk with a question mark.” Everyone thought it was a dumb idea and one person even said it wasn’t correct and should be do you have enough milk.  

The documentary “Art and Copy” pointed out some attention-grabbing information. For example before this ad milk sales were dropping by 4% each year.  They pointed out how hard it is to sell milk to people since it’s not like Nike or other drinks with different flavors or new styles of shoes.

Once “Got Milk” was used as a headline it created a booming trend all across America.  Masses of print and T.V ads were created based on this simply yet geniuses tag-line.  This tag-line had a huge effect on people and shortly after the ad was released other brands were spoofing or ripping of the slogan. People started to attach this slogan to everything.  Some said “Got Game”,” Got Waves” “Got Fish” “Got Beer” and many more.  This tag-line started a new generation of tag-lines and the phrase “Got Milk” is now perpetually burned in our brains.

NIKE

The company that made the ad campaign “Just do it” was Wieden & Kennedy.  The inspiration for it actually came from a guy who was convicted of murder and before he was executed his final words were “Lets do it”. Wieden herd this and decided he really liked that as a tag, but wanted to change the “lets” part, from there the famous tag-line “Just do it” was born.

Nike’s mission is to inspire people to participate in sports. The people at Wieden & Kennedy were not expecting the enormous response that they received from this tag-line.  It really amazes me how a simply slogan for a shoe company can encourage people to work out, divorce there husband or ask a girl out for a high school prom.  Once the campaign was released it immediately effected people and changed the way people viewed Nike. This ad campaign revealed how powerful advertising can be when it’s done well.

Ad Agency

      The name of the agency  that I am researching is called Buzzman. The history information was harder to find than I expected.  Buzzman is a small French agency that thinks differently and has opened a new door to advertisement.  Most of their commercials are interactive just like the commercial I choose.  This is one of the most viral commercials on YouTube right now.  There was a great quote that  I found that is posted on their website, they call it the agency's credo  as Bob Thacker, senior VP-marketing and advertising at Officemax, says: "The secret is respecting the consumer. You are interrupting their life. All advertising is unwanted, so if you're going to crash the party, bring some champagne with you" and I believe that is Buzzman's main mission. This company's vision or mission is also to get viewers to interact with their commercials, which I think is brilliant because it makes one remember the product and have fun with the commercial.  It is something that really has not been done except the Old Spice response videos. The location of the agency is in Paris, France and the funny thing is google provided the address and everything but I doubt you need that information.

Tipp-Ex White Out

      The setting of the ad is placed in today's time and in the woods somewhere in France, I'm guessing. The subjects are a couple guys obviously from Europe who are camping and run into a bear.  The main subjects are the man you see in the shot, the bear and of coarse the product Tipp-Ex white out.  The story  behind this ad is that you can write and rewrite anytime with the Tipp-Ex white out.  Once you enable the interactive part of the ad you really get to understand how the company is advertising the product to the viewer. You are able to write as many things in the area the man whites out, letting you have fun with the commercial and remember what product you are viewing.
      This ad was made in 2010 so it is fairly new.  The relation between me and the ad is that I must interact with the ad to activate it.  This ad is obviously directed towards men and women from the ages 15 to 35.  This ad is not effective if you do not use the internet so obviously this advertisement's demographic is not directed to my mom or grandma.
      I choose this ad because I have never seen anything like it.  When I first found this commercial I could not stop interacting with it.  I checked out more of Buzzman's commercials that they did for Virgin sound system and those were just as addicting.  Yes I was persuaded.  This way of advertising is pure genius.  It attracts a wide range, but specific, demographic and is fun and makes you remember the product.
     

Gender Video

My Tide detergent TV commercial - hoodies and cargo shorts

Gender And Gaze

The first thing I noticed about this movie is the camera work feels and looks like it is through the eyes of a voyeur.  The word gaze is fully defined in this film Rear Window, this movie could have easily been titled “the act of looking” simply because it shows perfect examples of how we can watch someone without there knowledge of knowing we are watching them.  In this movie Lisa, Jeffries and Stella at one point all play the same role as a spectator. 

Jeffery plays a very stereotypical role for a man in the late 1950s.  He talks about how women complain too much and talks to Lisa like she could never understand anything beyond make-up and dresses.  This relationship is a very typical male dominant relationship; this was nothing out of the ordinary for a man and a woman of this time era. The only thing that makes this relationship unique is they both are not married yet, which was unusual for both their gender roles in that time era.

Lisa is obviously much younger than Jeffery.  She plays her classic 1950s woman role very well.  She does the cooking, she always wears make-up and she always stands by her man in what he thinks.  Lisa plays the role of the “male” gaze, which is talked about on page 123.  This male gaze is portrayed using camera angles in the film, one great example is when there is an extreme close up of Lisa when we first meet her in the movie, emphasizing her beauty and making her face almost have a glow effect.  On page 123 and 124 they talk about how the woman’s body is to face the camera and she is to look passive.  At the end of the film there is a scene where Lisa is looking very passive and sexual as she is reading a magazine.  She looks as if she is posing for the camera with her body very visible, the shape of her curves are obvious and of coarse she is wearing make-up and is all dressed up to just read a book. When a normal women from today’s era would read a book relaxed and slouching in her loose t-shirt and a pair of sweats.  A great quote on page 126 is “ In Rear Window, she argues, the character of Lisa has her own interpretation of what has taken place across the way, and the film ultimately validates her view.” This is a perfect description of how the gender roles are displayed in this film.

When speaking of Stella’s comment I fully agree with what she says.  While I was watching this film one question kept popping up in my head.  Who is watching Jeffery?  I am strong believer in the saying “if you can see them then they can see you.”  Our culture in America has become prone to the act of looking or commonly known as “people watching”. We love to watch other people but when it comes to our own lives we would rather look the other way, literally. It is obvious how we really are voyeurs since the American culture loves movies so much.  The description of the gaze in psychoanalysis on page 120 explains it very well.  We love to watch other people argue, love, laugh and any other drama in ones life, but we would rather watch someone else’s misfortunes then deal with our own and we would think it was insane to have someone look into our own lives.  When we watch someone else’s life it is a personal escape from our own lives, we may assume things about these people we watch but our excuse is everyone else does it too.  If we were to take one look in our own windows we would be shocked of the misjudgments and assumptions other people make on our lives.