Thursday, September 23, 2010
Week 11: Final Evaluation
The first time that I saw this class and I signed up for it, I wanted to take it because I thought it would be nice to take something different than just the normal electives classes. The first five weeks here I have learned a lot and the last six weeks I have also learned much from this class. I learned the most from the book I would say. Advertising by Design gave this visual touch with what the advertising world like, but I was just reading it instead. The book always helped me have a better understanding on all of my projects including my final. The blog posts each week were interesting. The one I had the most fun time writing was for Jerry Metellus and my final project. In my personal opinion I think I did an okay job on my final project. I tried as much as I could to understand what I should write in the blog posts. My final I combined research I did from the book and the internet. My overall progress in the class I would have to say was very successful, expect for the week that I was sick. So other than that I didn’t have any problems catching up on my blog posts or doing my final. However, I have always had a hard time catching up on my twitter account. In my opinion though I did it and it got done. In conclusion I really did have a lot of fun in this class. It was great experience and I did learn a lot from this instructor and the book itself. Now onto the discussion about my grade, I think the same thing I did last time. Last time I thought I deserved a B and that is what I think this time as well. So I think that I deserve a B in this class.
Thursday, September 16, 2010
Analysis of Project in the Real World
Real World Advertising
Chef Boyardee was once the most popular kind of recipe in its history, but now Chef Boyardee has become second best to SpaghettiO’s. In real world advertising I suggest to Chef Boyardee to create a new kind of Chef Boyardee. The only thing I can do though is advertised the product and hope that it will work. “Composition: Critical Principles of Design: Design for advertising has a main thrust; combined with words, it stimulates perceptions in order to sell products, services and ideas.”(Advertising by Design by Robin Landa, pg. 125) My personal opinion was to create a billboard. I would think that building a billboard would help get Chef Boyardee out there because I think it could reach to more people. The reason why I think it would reach to more people is because most people are starting to have computers or cell phones with the Internet already built on it. So it would be easy for families who saw the billboard could go to the website. The way I created the billboard was the based on the hope that Chef Boyardee would take their product and make it more healthy and affordable. Plus I built a whole new chef. I built a super chef, because I figured that is what children are into these days and that the design would help build up the sales in Chef Boyardee. “It shouldn’t look like advertising: the product as the main visual, the logo, a formulaic layout utilized by many others, copy that sounds like a sales pitch.”(Advertising by Design by Robin Landa, pg. 143) Also I built another billboard where super chef goes against the old chef. The reason why I created this is because I wanted to give Chef Boyardee the option to the people the choice to choose between the old or the new one. I think that would be the best option because it will get people involved and hopefully the people that already buy Chef Boyardee will tell more people about it. In conclusion, I am not sure whether or the not the advertisement would really work, but I would at least be hopeful for the change.
Chef Boyardee was once the most popular kind of recipe in its history, but now Chef Boyardee has become second best to SpaghettiO’s. In real world advertising I suggest to Chef Boyardee to create a new kind of Chef Boyardee. The only thing I can do though is advertised the product and hope that it will work. “Composition: Critical Principles of Design: Design for advertising has a main thrust; combined with words, it stimulates perceptions in order to sell products, services and ideas.”(Advertising by Design by Robin Landa, pg. 125) My personal opinion was to create a billboard. I would think that building a billboard would help get Chef Boyardee out there because I think it could reach to more people. The reason why I think it would reach to more people is because most people are starting to have computers or cell phones with the Internet already built on it. So it would be easy for families who saw the billboard could go to the website. The way I created the billboard was the based on the hope that Chef Boyardee would take their product and make it more healthy and affordable. Plus I built a whole new chef. I built a super chef, because I figured that is what children are into these days and that the design would help build up the sales in Chef Boyardee. “It shouldn’t look like advertising: the product as the main visual, the logo, a formulaic layout utilized by many others, copy that sounds like a sales pitch.”(Advertising by Design by Robin Landa, pg. 143) Also I built another billboard where super chef goes against the old chef. The reason why I created this is because I wanted to give Chef Boyardee the option to the people the choice to choose between the old or the new one. I think that would be the best option because it will get people involved and hopefully the people that already buy Chef Boyardee will tell more people about it. In conclusion, I am not sure whether or the not the advertisement would really work, but I would at least be hopeful for the change.
Promotion
Promotion
Chef Boyardee is promoted through their website and usually television. Well I was thinking what about a billboard. That would be different for Chef Boyardee to do, but if they want to get out there to families before SpaghettiO’s does; why not put it on a big poster saying hey come buy our product. So my idea for promotion is to put my new idea of Chef Boyardee’s design on to a billboard along with some kind of information and something to say on it. I am hoping what I will get out of it will be for customers to realize the benefits and differentiation between SpaghettiO’s. In conclusion I am hoping that my new advertisement will bring in more families for Chef Boyardee. “Who is the audience? Whoever is on the end of a commercial or public service communication, either a group or an individual, is the audience.” (Advertising by Design by Robin Landa, pg. 35) “Know your audience: What do they think about your brand? Your cause? What do you want them to think?”(Advertising by Design by Robin Landa, pg. 50) “Audience and Appropriateness: Here’s the cardinal rule: know your audience. Know what they’ll tolerate. Know what they won’t tolerate. Know what they find distasteful. Know their limits. Understand what they think is cool and not cool.”(Advertising by Design by Robin Landa, pg. 142) “What falls under the: typical ad appearance; category? Looks like a visual sales pitch, product is obvious, not usually unified, little graphic impact, not memorable, no visual surprise, boring.”(Advertising by Design by Robin Landa, pg. 149) “Verbal/Visual Relationship: If you think of the relationship between the verbal message and the visual message as that of an old-time comedy team, where one is the straight person and one is the funny person, then you can begin to understand this; if you have unusual verbal message then the visual should be straightforward.”(Advertising by Design by Robin Landa, pg. 159) “Designing Print Campaigns: Once you have your strategy formulated and have conceived advertising concepts or ideas then it’s time to design.”(Advertising by Design by Robin Landa, pg. 162)
Chef Boyardee is promoted through their website and usually television. Well I was thinking what about a billboard. That would be different for Chef Boyardee to do, but if they want to get out there to families before SpaghettiO’s does; why not put it on a big poster saying hey come buy our product. So my idea for promotion is to put my new idea of Chef Boyardee’s design on to a billboard along with some kind of information and something to say on it. I am hoping what I will get out of it will be for customers to realize the benefits and differentiation between SpaghettiO’s. In conclusion I am hoping that my new advertisement will bring in more families for Chef Boyardee. “Who is the audience? Whoever is on the end of a commercial or public service communication, either a group or an individual, is the audience.” (Advertising by Design by Robin Landa, pg. 35) “Know your audience: What do they think about your brand? Your cause? What do you want them to think?”(Advertising by Design by Robin Landa, pg. 50) “Audience and Appropriateness: Here’s the cardinal rule: know your audience. Know what they’ll tolerate. Know what they won’t tolerate. Know what they find distasteful. Know their limits. Understand what they think is cool and not cool.”(Advertising by Design by Robin Landa, pg. 142) “What falls under the: typical ad appearance; category? Looks like a visual sales pitch, product is obvious, not usually unified, little graphic impact, not memorable, no visual surprise, boring.”(Advertising by Design by Robin Landa, pg. 149) “Verbal/Visual Relationship: If you think of the relationship between the verbal message and the visual message as that of an old-time comedy team, where one is the straight person and one is the funny person, then you can begin to understand this; if you have unusual verbal message then the visual should be straightforward.”(Advertising by Design by Robin Landa, pg. 159) “Designing Print Campaigns: Once you have your strategy formulated and have conceived advertising concepts or ideas then it’s time to design.”(Advertising by Design by Robin Landa, pg. 162)
The Big Idea
The Big Idea
The big idea about Chef Boyardee is that they sell their products to aim towards kids rather than adults. “Where do big ideas come from? Every advertising creative professional talks and dreams of “the big idea.” The idea is the unique thinking behind an ad or an ad campaign, usually based on an emotional or functional benefit, or on brand spirit or style.”(Advertising by Design by Robin Landa, pg. 67) The big idea for Chef Boyardee is based on these observations. Their visual analogy is using the chef on each one of their products to show some kind of person has cooked this food and it is delicious. “Visual Analogy: is a comparison based on similarities or parallel qualities.”(Advertising by Design by Robin Landa, pg. 67) The chef was made to make the brand known and recognized between kids and their parents. “Visual Metaphor: When you use one thing to identify another, that’s a metaphor.”(Advertising by Design by Robin Landa, pg. 69) Chef Boyardee also has a visual metaphor between overstuffed ravioli and mini ravioli’s. On one you can see big ravioli and on another you see a bunch of tiny ravioli’s and if you open the cans the pasta would look like that too. “Comparison: Comparing foods or beverages based on taste is not a strong premise.”(Advertising by Design by Robin Landa, pg. 79) Chef Boyardee is always in comparison with SpaghettiO’s, people can never usually decided which one is better for you; they just know that Chef Boyardee offers more choices. For example, Chef Boyardee has kits that come in pizza (both cheese and pepperoni) and lasagna. I have never seen SpaghettiO’s produce kits; they usually just come out with new shapes. The facts about Chef Boyardee are that it is all about the fun and the pleasure of eating Chef Boyardee. That is why they are aimed to kids and parents.
Also there are three things I asked myself about Chef Boyardee. It is original? Is the idea relevant? And does it make an emotional connection with the target audience? First question: I think that Chef Boyardee is original based on the fact that it was made by Boiardi and he first had a restaurant and when the demand became to great for his masterpiece, he built a factory and called it Boyardee so people would say his name right. Later on it was sold to ConAgra Foods and has been produced ever since. Second question: I think the idea is relevant. I mean hey what is better than to aim towards families that need food for a cheaper price. The food is delicious and healthy so what could be better? Third question: Chef Boyardee does make that emotional connection with parents and kids because it is a trusted brand and the customers are used the changes of pasta along with Chef Boyardee. In conclusion Chef Boyardee’s big idea is to make their food delicious and cheap for families.
The big idea about Chef Boyardee is that they sell their products to aim towards kids rather than adults. “Where do big ideas come from? Every advertising creative professional talks and dreams of “the big idea.” The idea is the unique thinking behind an ad or an ad campaign, usually based on an emotional or functional benefit, or on brand spirit or style.”(Advertising by Design by Robin Landa, pg. 67) The big idea for Chef Boyardee is based on these observations. Their visual analogy is using the chef on each one of their products to show some kind of person has cooked this food and it is delicious. “Visual Analogy: is a comparison based on similarities or parallel qualities.”(Advertising by Design by Robin Landa, pg. 67) The chef was made to make the brand known and recognized between kids and their parents. “Visual Metaphor: When you use one thing to identify another, that’s a metaphor.”(Advertising by Design by Robin Landa, pg. 69) Chef Boyardee also has a visual metaphor between overstuffed ravioli and mini ravioli’s. On one you can see big ravioli and on another you see a bunch of tiny ravioli’s and if you open the cans the pasta would look like that too. “Comparison: Comparing foods or beverages based on taste is not a strong premise.”(Advertising by Design by Robin Landa, pg. 79) Chef Boyardee is always in comparison with SpaghettiO’s, people can never usually decided which one is better for you; they just know that Chef Boyardee offers more choices. For example, Chef Boyardee has kits that come in pizza (both cheese and pepperoni) and lasagna. I have never seen SpaghettiO’s produce kits; they usually just come out with new shapes. The facts about Chef Boyardee are that it is all about the fun and the pleasure of eating Chef Boyardee. That is why they are aimed to kids and parents.
Also there are three things I asked myself about Chef Boyardee. It is original? Is the idea relevant? And does it make an emotional connection with the target audience? First question: I think that Chef Boyardee is original based on the fact that it was made by Boiardi and he first had a restaurant and when the demand became to great for his masterpiece, he built a factory and called it Boyardee so people would say his name right. Later on it was sold to ConAgra Foods and has been produced ever since. Second question: I think the idea is relevant. I mean hey what is better than to aim towards families that need food for a cheaper price. The food is delicious and healthy so what could be better? Third question: Chef Boyardee does make that emotional connection with parents and kids because it is a trusted brand and the customers are used the changes of pasta along with Chef Boyardee. In conclusion Chef Boyardee’s big idea is to make their food delicious and cheap for families.
Comparative Analysis
SpaghettiO’s
Chef Boyardee is good pasta, but does it stand up to SpaghettiO’s? “Comparison: comparing a product or service to something different from it.”(Advertising by Design by Robin Landa, pg. 79) I think that SpaghettiO’s is the biggest competition for Chef Boyardee. They are three reasons why. One: SpaghettiO’s like Chef Boyardee draws customers in by telling people that their pasta is healthy and good for kids. Two: SpaghettiO’s offer what their pasta has that makes their kids healthy right on their front page, Chef Boyardee doesn’t they have a newsletter that you can sign up for. Three: SpaghettiO’s plan on improving by making their products healthier and affordable for all their customers. Also SpaghettiO’s is facing an challenge right now, because their company Campbell’s had to recall SpaghettiO’s with Meatballs in 14.75-ounce cans; SpaghettiO’s A to Z with Meatballs in 14.75-ounce cans; and SpaghettiO’s Fun Shapes with Meatballs (Cars) in 14.75-ounce cans.
("http://www.campbellsoup.com/spaghettios.asp")
Chef Boyardee will be bigger and better pasta than SpaghettiO’s because I think that Chef Boyardee should also aim for making their products healthier and affordable for their customers. “Association: our tendency to form mental connections between brands and memories is what this category of ads can bank on, encouraging emotional bonds between the consumer and the brand.”(Advertising by Design by Robin Landa, pg. 119) Also I think that maybe Chef Boyardee should expand on offering some new products for adults more than kids. “The relationship of form and content in the campaign should be appropriate and meaningful.”(Advertising by Design by Robin Landa, pg. 168) Chef Boyardee might also want to consider putting their health facts on their website and how much their pasta costs. I think that this would be a great start for Chef Boyardee. In conclusion Chef Boyardee needs a good campaign to beat SpaghettiO’s. “A good print campaign is only as good as the ideas that holds it together. A central thought, carried throughout the campaign, will make people stop and feel something.”(Advertising by Design by Robin Landa, pg. 173)
MLA Format
1. "Campbell's Welcome." http://www.campbellsoup.com/spaghettios.asp. Campbell's, 2005. Web. 14 Sep 2010..
Chef Boyardee is good pasta, but does it stand up to SpaghettiO’s? “Comparison: comparing a product or service to something different from it.”(Advertising by Design by Robin Landa, pg. 79) I think that SpaghettiO’s is the biggest competition for Chef Boyardee. They are three reasons why. One: SpaghettiO’s like Chef Boyardee draws customers in by telling people that their pasta is healthy and good for kids. Two: SpaghettiO’s offer what their pasta has that makes their kids healthy right on their front page, Chef Boyardee doesn’t they have a newsletter that you can sign up for. Three: SpaghettiO’s plan on improving by making their products healthier and affordable for all their customers. Also SpaghettiO’s is facing an challenge right now, because their company Campbell’s had to recall SpaghettiO’s with Meatballs in 14.75-ounce cans; SpaghettiO’s A to Z with Meatballs in 14.75-ounce cans; and SpaghettiO’s Fun Shapes with Meatballs (Cars) in 14.75-ounce cans.
("http://www.campbellsoup.com/spaghettios.asp")
Chef Boyardee will be bigger and better pasta than SpaghettiO’s because I think that Chef Boyardee should also aim for making their products healthier and affordable for their customers. “Association: our tendency to form mental connections between brands and memories is what this category of ads can bank on, encouraging emotional bonds between the consumer and the brand.”(Advertising by Design by Robin Landa, pg. 119) Also I think that maybe Chef Boyardee should expand on offering some new products for adults more than kids. “The relationship of form and content in the campaign should be appropriate and meaningful.”(Advertising by Design by Robin Landa, pg. 168) Chef Boyardee might also want to consider putting their health facts on their website and how much their pasta costs. I think that this would be a great start for Chef Boyardee. In conclusion Chef Boyardee needs a good campaign to beat SpaghettiO’s. “A good print campaign is only as good as the ideas that holds it together. A central thought, carried throughout the campaign, will make people stop and feel something.”(Advertising by Design by Robin Landa, pg. 173)
MLA Format
1. "Campbell's Welcome." http://www.campbellsoup.com/spaghettios.asp. Campbell's, 2005. Web. 14 Sep 2010.
Name of product:Slogan
Chef Boyardee
Chef Boyardee: The new and improved chef is back in business. “Getting Started: Interpret the problem. Advertising involves creative problem solving. If your idea is creative and doesn’t solve the problem, it’s not an effective ad.”(Advertising by Design by Robin Landa, pg.50) I came up with this slogan for Chef Boyardee because I thought it was different. The reason why I think it is unique is because Chef Boyardee has not changed their campaign at all expect for their pictures of new pasta. So I thought this time it would be nice to see a new face. What it means is that I plan to redesign Chef Boyardee to be a younger chef. I think that this will work out because it seems that Chef Boyardee aims their products more towards kids than adults. I don’t know if a new chef would really work in the adult community, but the younger chef would relate more the kid customers. “The Problem is the Solution: taking a negative and making a positive.”(Advertising by Design by Robin Landa, pg. 75) For example, Chef Boyardee should take a chance on a new ad campaign. So I personally think that Chef Boyardee’s new advertisement campaign should be with a new and improved chef and a way to redesign the advertisement on the cans of pasta. “What makes an Ad: An ad in any visual medium is almost always a cooperative relationship between words and images.”(Advertising by Design by Robin Landa, pg. 52) In conclusion I think that it is time for past Chef Boyardee to move aside and make room for the new Chef Boyardee. “Creative Approaches: a creative approach in advertising must be appropriate for the product or service and communicate and enhance the client’s message.”(Advertising by Design by Robin Landa, pg. 174)
Chef Boyardee: The new and improved chef is back in business. “Getting Started: Interpret the problem. Advertising involves creative problem solving. If your idea is creative and doesn’t solve the problem, it’s not an effective ad.”(Advertising by Design by Robin Landa, pg.50) I came up with this slogan for Chef Boyardee because I thought it was different. The reason why I think it is unique is because Chef Boyardee has not changed their campaign at all expect for their pictures of new pasta. So I thought this time it would be nice to see a new face. What it means is that I plan to redesign Chef Boyardee to be a younger chef. I think that this will work out because it seems that Chef Boyardee aims their products more towards kids than adults. I don’t know if a new chef would really work in the adult community, but the younger chef would relate more the kid customers. “The Problem is the Solution: taking a negative and making a positive.”(Advertising by Design by Robin Landa, pg. 75) For example, Chef Boyardee should take a chance on a new ad campaign. So I personally think that Chef Boyardee’s new advertisement campaign should be with a new and improved chef and a way to redesign the advertisement on the cans of pasta. “What makes an Ad: An ad in any visual medium is almost always a cooperative relationship between words and images.”(Advertising by Design by Robin Landa, pg. 52) In conclusion I think that it is time for past Chef Boyardee to move aside and make room for the new Chef Boyardee. “Creative Approaches: a creative approach in advertising must be appropriate for the product or service and communicate and enhance the client’s message.”(Advertising by Design by Robin Landa, pg. 174)
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