Analysis of an Obama Ad

The ad I will be analyzing is in support of Obama for the 2012 election. It is titled "The Choice."
It is clear that Romney is Obama's opponent because Obama states that Romney's plan is what "got us in this mess in the first place."

During this time in America, there were significant issues being addressed by both parties (both with promises, of course). The economy was in a terrible state (unemployment, new job creation, stock market performance), Iran had threatened the U.S. (the voters were concerned about whether President Obama would attack or appear to be a coward), congressional deliberations, and -of course- MONEY!

Barack Obama discusses two of the main issues stated above: Jobs and money. Overall, this ad appears to be positive. The background music has a very uplifting and calming feel to it. It also helps that he doesn't spend the entire advertisement time bashing his opponent.

As you can see in the video, everything in the background is out of focus. This brings the viewers' eyes directly to Obama. The lighting in the room is bright but not overwhelming. While watching this ad, I found that the colors and brightness made me feel very calm and accepting about whatever was to be said. The fact that Obama is not directly in the middle of the camera's view is easy on the eyes. It allows viewers' to see past him but still be drawn to Barack Obama.

This ad is obviously targeted towards voters (18 years and up) but there seems to be a special focus on members of the middle class. I came upon this conclusion because rather than discussing all three classes, Obama merely mentions the first class, doesn't mention the lower class at all, and then states that he wants to STRENGTHEN the middle class. I feel as though the middle class members were the votes that Obama was worried about during this time.



The bright lighting, camera shot, and background music all worked very smoothly together to create a calming and uplifting atmosphere. There is a subtle slogan for this ad: choice. In the beginning, Obama states that we "have a choice to make." At the end of the ad he ties it all together by saying "Sometimes politics can seem really small but the choice you face - it couldn't be bigger." As a whole, this ad is a breath of fresh air in comparison to many ads that have been aired.

Women in advertisement - Capture/Controlled COMM 406

Women In Advertisement

   Take a look at the image above from Dolce & Gabbana. At first, this image looks like another typical ad: sexual, provocative. After all, sex sells. However, it's not hard to notice something: this isn't an intimate moment between a man and woman. Look to the left and right. There are three men in this image and one woman. Take a moment to notice her body position. She's being pinned down, her head turned away, and her eyes are staring into the distance. To me, that is not a happy expression. 

   Now you may observe the men in this ad. Two are standing with their bodies positioned towards the camera. The third is shirtless and pinned the woman to the floor. They all appear powerful. The fact that she is pinned to the floor rather than a bed is one of the biggest signs that there is nothing consensual about this sexual behavior.  

  Unfortunately, ads like these -presenting women as controlled, abused, killed, and raped- are printed everyday. Of course, the company who prints these ads aren't promoting abuse but are using the visual representation of it to present power. It's a sick world we live in.

Super Bowl Commercials: Signifiers and Signifieds

   For this blog, I'd like to give you a deeper perspective of this SodaStream ad featuring Scarlett Johansson.

           

   By identifying the signs and analyzing what they mean, the overall idea you have of an ad is likely to change. You may never look at ads the same! In this post, I will name twenty signs within the Super Bowl Commercial that's received well over 11 million likes on YouTube alone.

   Let's start with the obvious:
Sign 1
Signifier: Scarlett Johansson
Signified: Success, Beauty, Wealth, Fame

Sign 2
Signifier: White Theme -did you notice the overuse of white?
Signified: Innocence, Purity, Goodness, Virginity, and Perfection

Sign 3
Signifier: Robe
Signified: Promiscuity, Wealth, Luxury, Relaxation

Sign 4
Signifier: White & Silver Drinking Straw
Signified: Playfulness, Seductiveness, Flirtatious

Sign 5
Signifier: Silver walls
Signified: Wealth, Prestige, Glamour, Modern, Hi-Tech

Sign 6
Signifier: Orange (soda)
Signified: Warmth, Optimism, Rejuvination

Sign 7
Signifier: "Saving The World"
Signified: Soda Stream is.. Revolutionary, Advantageous

Sign 8
Signifier: Bubbles in background
Signified: Renewal, Reinforcement of SodaStream bubbles, Cleanliness

Sign 9
Signifier: "It's better for you and for all of us."
Signified: Health, Transferrence (If Scarlett Johanssen drinks it and looks good, I will, too!)

Sign 10
Signifier: White to Black room change
Signified: Innocence to Naughtiness, Purity to Dirtiness, Good to Bad

Sign 11
Signifier: Jazzy Music
Signified: Elegance, Sophistication, Seduction

Sign 12
Signifier: Male Narrator
Signified: Sexual, Dominance (He gives her approval "Yea, Scarlett. You're changing the world."), Masculinity 

Sign 13
Signifier: Clear & Black Drinking Straw
Signified: The change of color represents a change in idea: Innocence to Naughtiness (This is a repetitive theme) The color change completely changes the flirtatious idea of the straw. It is now a symbol of sexuality (Male Genitalia.)


Sign 14
Signifier: Black Dress
Signified: Sophistication, Elegance, Darkness, Sex Appeal

Sign 15
Signifier: Facial Expressions (Head movements, eyes closed, lips puckered)
Signified: Submission, Vulnerability, Promiscuity, Desire

Sign 16
Signifier: Blue backdrop
Signified: Power, Mysteriousness, Seriousness

Sign 17
Signfier: The Light Focus
Signified: Light only being focused on Scarlett is obvious... it is emphasizing her! It is a symbol that focuses on her beauty and sex appeal.

Sign 18
Signifier: Larger Bubble Decor
Signified: This takes the first idea further. More cleanliness, more renewal, etc.. just in a different 'lighting.'


Sign 19
Signifier: White, Round Table (Used to display SodaStream)
Signified: Wholeness, Innocence, Purity, Unity, Equality

Sign 20
Signifier: Black Platform (Used to display Scarlett Johansson)
Signified: Darkness, Unity, Display (Scarlett becomes the focal point rather than SodaStream)

After reading this, go ahead and rewatch that ad!

AOL - Email's Hermit of a Great Grandfather

How many of you use Gmail? Chances are, a lot you do. Some of you probably still use Hotmail (like me) or Yahoo, too. But do you remember AOL? That image of a blue man in mid-run on my screen was torture as a child. Who would continue to use AOL? Well, apparently there are still a lot of folks that continue to use AOL--primarily WV residents.

These users are primarily considered elderly and middle-lower class. In this way, AOL is almost easier for them to use because it means they don't have to replace their computers. However, many companies are willing to buy people new computers to ensure that they can and/or will use their system (Gmail).

In my opinion, this is a little strange to hear. Not only did I think AOL was pretty much extinct, I also thought that more people would be using Yahoo. Check out this article and decide for yourself.

Sketchers -- A Frith Analysis

As people living in modern America, we are punched in the face by ads every day; each one struggling to out-shine one another. However, have you ever actually stopped to analyze the meaning behind it? An easy way to do so is to create a Frith Analysis. There are three levels in which to analyze an advertisement: the surface meaning, the advertiser's intended meaning and the cultural meaning.

As an example, I will be evaluating a humorous ad from Skechers. This ad was created for one of their newest lines: GOrun2.

The surface meaning of this ad is simple. The ad at first appears to be another documentary on predator versus prey. There is a gazelle grazing without realizing he about to become a cheetah's meal. Suddenly, the animal is running for its life ...but never fear! Thanks to Skechers, a man was able to save the gazelle.

The advertiser's intended meaning is also very straight forward: Skechers make you faster than a cheetah; the fastest cat in the animal kingdom! It would also seem that the advertiser is saying "If you buy sketchers, you can do incredible things....like save an innocent creatures. Does that not pull on your heart strings??

Last but not least: the cultural meaning. When you watch this ad, how do you feel? Don't you want to warn the gazelle of the danger? When the cheetah begins the high speed chase, do you not watch in horror? If you do in fact feel these emotions, the chances are a lot of other people do, too. The advertiser truly uses this factor to their advantage. The man in the ad becomes a hero and therefore glorifies Skechers.

It is really as simple as that. Next time you are brainlessly watching TV ads, waiting for your favorite show to come back on, help the time go by faster--use frith analysis.

Hi, My Name Is..

Insert ridiculous name here.
Just kidding. My name is Melanie. Number 77 on a list of most popular names. That's what happens when your parents love old movies like Gone With The Wind. Then again, I like old movies, too.

I'm a junior Mass Comm major and music minor at Shepherd University, home of the rams.
I have hobbies. I'm not sure how people live without them or if you would call it living at all.
These hobbies include, but are not limited to: Song writing, playing guitar, ukulele, piano, snowboarding, and story writing.

People say I'm a hard worker. I would say I just really enjoy having a job, going to work, and meeting new people; though its really temporary; single-serving friends.

My interests include all the hobbies stated above as well as (my guilty pleasure): I'm a gleek. I also love anime and Miyazaki films (creative genius).

Someday, I'd like to find myself doing P.R. work for some music label company or industry. I would really like to be behind the scenes recording the music...or maybe even writing it.

My favorite television show currently is a tie between Glee and American Horror Story.
My favorite book is also a tie between The Fault In Our Stars or Looking For Alaska- both by John Greene.
I'm not really good with selecting favorite anythings when the question arises but I'll say my favorite movie is Fight Club. I guess there's just something about schizophrenic angst that I find enjoyable. Along with all the clever lines (one stated above).

             Nice to meet you.
              Sincerely,
                     Me.

COMM 406 - "The Persuaders" and What Persuaded Me

The interest is in the name...

  The Persuaders is a 90 minute documentary in which

Douglas Rushkoff analyzes how the changes in marketing strategies are shaping culture and politics in the U.S. As you watch this program, you are given a look "behind the curtain of advertising." The viewer is given a short history lesson and witnesses the development of advertising throughout the years. Then, the strategies behind selling products comes to light. Suddenly, the world for a consumer is no longer what it is cracked up to be!

   After brainstorming my thoughts on this documentary, I simply asked myself: "What did I find the most interesting about this film? What aspect of advertising really captured my attention?" It may be safe to say that what caught my attention is more than likely what sparked surprise and maybe even anger in other viewers: The advertiser's view of consumers.

   The ways in which we consumers are viewed seems to be just as utterly disgusting as it is true. Why is it true? Their strategies work. Their products are bought! As you watch the documentary, you will see how the actions of these advertisers spark reactions in their directed audience. I don't know about you but seeing this game of cat and mouse really made me feel tricked. The big bow on top of this idea was this statement made at 4:34: "Consumers are like roaches. You spray them and spray them, and after a while it doesn't work anymore."                              

   

    The ever-changing trends in what gains the attention of consumers is causing advertiser's marketing practices to reach extremes. As our needs and ideas evolve, so do the ways in which marketers try present new products and prove that they are what we need. However, you, as the consumer, should always remember what this film has proved: we are not people; we are sales.