"Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product."
TOP 10 SLOGANS OF THE CENTURY
1.Diamonds are forever (DeBeers)
2.Just do it (Nike)
3.The pause that refreshes (Coca-Cola)
4.Tastes great, less filling (Miller Lite)
5.We try harder (Avis)
6.Good to the last drop (Maxwell House)
7.Breakfast of champions (Wheaties)
8.Does she ... or doesn't she? (Clairol)
9.When it rains it pours (Morton Salt)
10.Where's the beef? (Wendy's)
Sources:
http://en.wikipedia.org/wiki/Advertising_slogan
http://adage.com/century/slogans.html
A jingle is a memorable slogan, set to an engaging melody, mainly broadcast on radio and sometimes on television commercials.
TOP 10 JINGLES OF THE CENTURY
1.You deserve a break today (McDonalds)
2.Be all that you can be (U.S. Army)
3.Pepsi Cola Hits the Spot (Pepsi Cola)
4.M'm, M'm good (Campbell's)
5.See the USA in your Chevrolet (GM)
6.I wish I was an Oscar Meyer Wiener (Oscar Meyer)
7.Double your pleasure, double your fun (Wrigley's Doublemint Gum)
8.Winston tastes good like a cigarette should (Winston)
9.It's the Real Thing (Coca Cola)
10.A little dab'll do ya (Brylcreem)
Sources:
http://en.wikipedia.org/wiki/Jingle
http://adage.com/century/jingles.html
Wednesday, 12 March 2008
What's emotions in advertising?
Example: Advertising in emotions
Fear, Laugh, angry...there are lot of feelings on advertising and those advertising is links to brand persobality as well.
Fear, Laugh, angry...there are lot of feelings on advertising and those advertising is links to brand persobality as well.
Tuesday, 11 March 2008
Brand personality
"Brand personality is one of the core dimension of brand equity. Brand personality refers to the emotional side of a brand image." "Brand personalities are created in different ways and with different tools. However, the creation always involves active communications on the side of the firm: the personality has to be disseminated to be alive. Advertising is heavily used in this process of personality creation."
"Down-to-earth, family oriented, genuine, old-fashioned (Sincerity). This might describe brands like Hallmark, Kodak, and even Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family."
"Spirited, young, up-to-date, outgoing (Excitement). In the softdrink category, Pepsi fits this mold more than Coke. Especially on a weekend evening, it might be enjoyable to have a friend who has these personality characteristics."
"Accomplished, influential, competent (Competence). Perhaps Hewlett-Packard and the Wall Street Journal might fit this profile.
Think of a relationship with a person whom you respect for their accomplishments, such as a teacher, minister or business leader; perhaps that is what a relationship between a business computer and its customer should be like."
"Pretentious, wealthy, condescending (Sophistication). For some, this would be BMW, Mercedes, or Lexus (with gold trim) as opposed to the Mazda Miata or the VW Golf. The relationship could be similar to one with a powerful boss or a rich relative."
Athletic and outdoorsy (Ruggedness). Nike (versus LA Gear), Marlboro (versus Virginia Slims), and Wells Fargo (versus Bank of America) are examples. When planning an outing, a friend with outdoorsy interests would be welcome.
Source:
http://arno.unimaas.nl/show.cgi?fid=478
"Down-to-earth, family oriented, genuine, old-fashioned (Sincerity). This might describe brands like Hallmark, Kodak, and even Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family."
"Spirited, young, up-to-date, outgoing (Excitement). In the softdrink category, Pepsi fits this mold more than Coke. Especially on a weekend evening, it might be enjoyable to have a friend who has these personality characteristics."
"Accomplished, influential, competent (Competence). Perhaps Hewlett-Packard and the Wall Street Journal might fit this profile.
Think of a relationship with a person whom you respect for their accomplishments, such as a teacher, minister or business leader; perhaps that is what a relationship between a business computer and its customer should be like."
"Pretentious, wealthy, condescending (Sophistication). For some, this would be BMW, Mercedes, or Lexus (with gold trim) as opposed to the Mazda Miata or the VW Golf. The relationship could be similar to one with a powerful boss or a rich relative."
Athletic and outdoorsy (Ruggedness). Nike (versus LA Gear), Marlboro (versus Virginia Slims), and Wells Fargo (versus Bank of America) are examples. When planning an outing, a friend with outdoorsy interests would be welcome.
Source:
http://arno.unimaas.nl/show.cgi?fid=478
Monday, 10 March 2008
Tutorial
Tutorial with Damian Chapman
How am I doing?
I read books and online journals to understand an area of psychology. The area was included emotional advertising, rational advertising, brand personality and human emotions. I also analyzed a relationship between brand psychology and human emotions. I created a brand map to see how psychology is linked to consumer behaviours and human happiness. This learning process helped me to think about how brand influence to consumer’s mind through psychology. I was still thinking about setting up my project theme.
Why am I doing this?
To understand a branding area of psychology, which is linked to consumer behaviors.
To gain branding knowledge for making a successful advertising campaign.
What am I going to do?
I am going to narrow down my idea and start thinking about my project.
I also need to think about who is going to be a target audience for my project.
How am I doing?
I read books and online journals to understand an area of psychology. The area was included emotional advertising, rational advertising, brand personality and human emotions. I also analyzed a relationship between brand psychology and human emotions. I created a brand map to see how psychology is linked to consumer behaviours and human happiness. This learning process helped me to think about how brand influence to consumer’s mind through psychology. I was still thinking about setting up my project theme.
Why am I doing this?
To understand a branding area of psychology, which is linked to consumer behaviors.
To gain branding knowledge for making a successful advertising campaign.
What am I going to do?
I am going to narrow down my idea and start thinking about my project.
I also need to think about who is going to be a target audience for my project.
Friday, 7 March 2008
Visual perceptions---exploreations
I would like to look at some visual perceptions (Basically art and graphic design) to explore more ideas.
http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm
http://www.mcescher.com/
http://tokyoadc.hotcore.jp/event/works_detail?&key1=73&key2=8
http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm
http://www.mcescher.com/
http://tokyoadc.hotcore.jp/event/works_detail?&key1=73&key2=8
Wednesday, 5 March 2008
Book list
Bloomer, Carolyn M. (1990). Principles of Visual Perception. London: The Herbert Press.
Evans, Martin, Jamal, Ahmad and Faxall, Gordon. Consumer Behaviour. West Sussex: John Wiley&Sons.
Gobe, Marc. (2001). Emotional Branding. Oxford: Windsor Books.
Himpe, Tom. (2006). Long Live Advertising. London:Thames&Hudson.
Moser, Mike. (2003). United We Brand. Boston: Harvard Business School Press.
Norman, Donald A. (2004). Emotinal Design. New York: Basic Books.
Temporal, Paul. (2000). Branding in Asia. 1st ed. New York: John Wiley&Sons.
Ries, Al and Ries, Laura. (1999). The 22 Immutable Laws of Branding. London: HarperCollinsPublishers.
Roll, Martin. (2006). Asian Brand Strategy. 1st ed. Hampshire: Palgrave Macmillan.
Saunders, Dave. (1996). Shock in Advertising. 1st ed. London: B.T. Batsford.
Shaughnessy, John. O' and Shaughnessy, Nicholas Jackson. (2004). Persuasion in Advertising. 1st ed. London: Routledge.
Evans, Martin, Jamal, Ahmad and Faxall, Gordon. Consumer Behaviour. West Sussex: John Wiley&Sons.
Gobe, Marc. (2001). Emotional Branding. Oxford: Windsor Books.
Himpe, Tom. (2006). Long Live Advertising. London:Thames&Hudson.
Moser, Mike. (2003). United We Brand. Boston: Harvard Business School Press.
Norman, Donald A. (2004). Emotinal Design. New York: Basic Books.
Temporal, Paul. (2000). Branding in Asia. 1st ed. New York: John Wiley&Sons.
Ries, Al and Ries, Laura. (1999). The 22 Immutable Laws of Branding. London: HarperCollinsPublishers.
Roll, Martin. (2006). Asian Brand Strategy. 1st ed. Hampshire: Palgrave Macmillan.
Saunders, Dave. (1996). Shock in Advertising. 1st ed. London: B.T. Batsford.
Shaughnessy, John. O' and Shaughnessy, Nicholas Jackson. (2004). Persuasion in Advertising. 1st ed. London: Routledge.
Sunday, 2 March 2008
Useful websites
A&F’s Advertising Image
http://www-tech.mit.edu/V119/N12/col12veena.12c.html
Abercrombie & Fitch Fall 2007 Advertisement
http://video.aol.com/video-detail/abercrombie-and-fitch-fall-2007-advertisement/2365413400
Advertising is too emotional
http://www.brandweek.com/bw/magazine/article_display.jsp?vnu_content_id=1001808092
Brand Personality:Levi's
http://www.brandingasia.com/columns/temporal3.htm
Breakthrough: Scientists Find Emotions Influence Design:
http://209.131.116.212/content.cfm/breakthrough--scientists-find-emotions-influence-design
Business failure
http://www.thetimes100.co.uk/theory/theory.php?tID=320
Controversial advertising
http://pzrservices.typepad.com/advertisingisgoodforyou/controversial_advertising/index.html
Controversial products helped by packaging
http://findarticles.com/p/articles/mi_m0BDW/is_n4_v39/ai_20182750
Creativityworks 2003 by D&AD (Levis)
http://www.dandad.org/inspiration/creativityworks/pdf/levis.pdf
Design&Emotion Society
http://www.designandemotion.org/
Dexigner (Eat me package)
http://www.dexigner.com/graphic/news-g3961.html
Emotion in advertising
http://jinglebrokers.com/emotion.html
Emotion theory in advertising
http://www.ciadvertising.org/student_account/spring_02/adv382j/jen/index.htm
Global Packaging
http://www.brandchannel.com/features_effect.asp?pf_id=297
ICOGRADA: Wally Olins and Shigeo Fukuda
http://www.designtaxi.com/features.jsp?id=100188
International Market News (Uniqlo prices fall as demand re-ignites)
http://www.tdctrade.com/imn/04042905/brand013.htm
Levi's Adverts
http://www.adsneeze.com/clothing-footwear/levis-copper-jeans-ads
http://www.usatoday.com/money/advertising/adtrack/2007-01-07-levis_x.htm
http://en.ce.cn/entertainment/fashion/trend/200702/01/t20070201_10283675_5.shtml
Levi's Eco
http://www.brandchannel.com/features_profile.asp?pr_id=319
Levi's Promotional campaign case study
http://www.thinkbox.tv/server/show/ConCaseStudy.21
Database of slogans. Jeans advertising slogans
http://www.textart.ru/database/slogan/jeans-advertising-slogans.html
Mintel (Levi's info and fashion adverts)
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=230397/display/id=13469#atom0
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=230397/display/id=13469/display/id=311761/display/id=12021&anchor=12021/display/id=220121/display/id=296874/display/id=159647&anchor=atom1#atom4
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=220284/display/id=306936
Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication
http://www.orwig.net/articles/rational_emotl/rational_emotl.html
The Advertising Century (Campaigns 100, Slogan etc)
http://adage.com/century/campaigns.html
The Ad of the World (Levis)
http://adsoftheworld.com/media/print/levis_eco_jeans_white
The Ads of the World
http://adsoftheworld.com/node?page=1
The Advertising Century (Campaigns 100, Slogan etc)
http://adage.com/century/campaigns.html
The Ad of the World
http://adsoftheworld.com/media/print/levis_eco_jeans_white
The Advertising Archives
http://www.advertisingarchives.co.uk/
The Psychology of Advertising
http://etext.virginia.edu/etcbin/toccer-new2?id=ScoPsyc.sgm&images=images/modeng&data=/texts/english/modeng/parsed&tag=public&part=1&division=div1
Trick Art (Giuseppe Arcimboldo, Escher)
http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm
http://www.mcescher.com/
Uniqlo Brand
http://www.brandchannel.com/features_profile.asp?pr_id=324
Non-Recognition of Print Advertising: Emotion Arousal and Gender Effects
http://www.informaworld.com/smpp/content~content=a770796572~db=all~jumptype=rss
Others:
Advertising Vs Graphic Design
http://www.designtaxi.com/features.jsp?id=105
Branding with Chinese Characteristics
http://www.brandchannel.com/features_effect.asp?pf_id=246
Cool package design
http://www.superficialgallery.com/Emails/Amazing-Pictures/cool-packaging.htm
Dexigner (Nike)
http://www.dexigner.com/design_news/hush-and-nike-make-a-splash.html
Eco Branding
http://eco.goo.ne.jp/business/csr/review/communi_jul01.html
Ecogeek (Google)
http://www.ecogeek.org/content/view/566/
Funny Advers
http://meaculpaband.blogspot.com/2008/02/funny-advertising.html
Lava's website
http://www.lava.nl/
IKEA
http://www.brandchannel.com/features_effect.asp?pf_id=256
It's all packaging
http://www.peachpit.com/articles/article.aspx?p=676593&seqNum=6
Japanese Eco Brand
http://www.nikkeibp.com/html/main/company_070810180121_3_1.html
Japanese unique package design
http://www.pingmag.jp/2007/02/09/snackcharacters/
http://allabout.co.jp/gourmet/junkfood/closeup/CU20060116A/
http://www.mylifenote.net/002/post_3281.html
Muji
http://brandcameo.org/features_profile.asp?pr_id=14
Nokia
http://www.brandchannel.com/features_effect.asp?pf_id=274
http://www.brandingasia.com/cases/nokia.htm
Packaging your Brand's personality
http://www.brandchannel.com/features_effect.asp?pf_id=283
Powerful package design
http://www.mylifenote.net/002/post_3281.html
Public Advertising Organization (eco advert)
http://www.ad-c.or.jp/campaign/self_all/02/index.html
The New York Times (THE MEDIA BUSINESS: ADVERTISING; P.& G. Ecology Drive: Beyond Packaging)
http://query.nytimes.com/gst/fullpage.html?res=9D0CE4DE1530F935A25754C0A967958260
Traffic Advertising with products
http://blog.livedoor.jp/chura_tei/archives/cat_10002246.html
http://hako.org/blog/archives/2006/03/post-129.php
Youtube (SHARP Ecology Campaign CM)
http://www.youtube.com/watch?v=Z2n95TBF7y8
http://www-tech.mit.edu/V119/N12/col12veena.12c.html
Abercrombie & Fitch Fall 2007 Advertisement
http://video.aol.com/video-detail/abercrombie-and-fitch-fall-2007-advertisement/2365413400
Advertising is too emotional
http://www.brandweek.com/bw/magazine/article_display.jsp?vnu_content_id=1001808092
Brand Personality:Levi's
http://www.brandingasia.com/columns/temporal3.htm
Breakthrough: Scientists Find Emotions Influence Design:
http://209.131.116.212/content.cfm/breakthrough--scientists-find-emotions-influence-design
Business failure
http://www.thetimes100.co.uk/theory/theory.php?tID=320
Controversial advertising
http://pzrservices.typepad.com/advertisingisgoodforyou/controversial_advertising/index.html
Controversial products helped by packaging
http://findarticles.com/p/articles/mi_m0BDW/is_n4_v39/ai_20182750
Creativityworks 2003 by D&AD (Levis)
http://www.dandad.org/inspiration/creativityworks/pdf/levis.pdf
Design&Emotion Society
http://www.designandemotion.org/
Dexigner (Eat me package)
http://www.dexigner.com/graphic/news-g3961.html
Emotion in advertising
http://jinglebrokers.com/emotion.html
Emotion theory in advertising
http://www.ciadvertising.org/student_account/spring_02/adv382j/jen/index.htm
Global Packaging
http://www.brandchannel.com/features_effect.asp?pf_id=297
ICOGRADA: Wally Olins and Shigeo Fukuda
http://www.designtaxi.com/features.jsp?id=100188
International Market News (Uniqlo prices fall as demand re-ignites)
http://www.tdctrade.com/imn/04042905/brand013.htm
Levi's Adverts
http://www.adsneeze.com/clothing-footwear/levis-copper-jeans-ads
http://www.usatoday.com/money/advertising/adtrack/2007-01-07-levis_x.htm
http://en.ce.cn/entertainment/fashion/trend/200702/01/t20070201_10283675_5.shtml
Levi's Eco
http://www.brandchannel.com/features_profile.asp?pr_id=319
Levi's Promotional campaign case study
http://www.thinkbox.tv/server/show/ConCaseStudy.21
Database of slogans. Jeans advertising slogans
http://www.textart.ru/database/slogan/jeans-advertising-slogans.html
Mintel (Levi's info and fashion adverts)
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=230397/display/id=13469#atom0
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=230397/display/id=13469/display/id=311761/display/id=12021&anchor=12021/display/id=220121/display/id=296874/display/id=159647&anchor=atom1#atom4
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=220284/display/id=306936
Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication
http://www.orwig.net/articles/rational_emotl/rational_emotl.html
The Advertising Century (Campaigns 100, Slogan etc)
http://adage.com/century/campaigns.html
The Ad of the World (Levis)
http://adsoftheworld.com/media/print/levis_eco_jeans_white
The Ads of the World
http://adsoftheworld.com/node?page=1
The Advertising Century (Campaigns 100, Slogan etc)
http://adage.com/century/campaigns.html
The Ad of the World
http://adsoftheworld.com/media/print/levis_eco_jeans_white
The Advertising Archives
http://www.advertisingarchives.co.uk/
The Psychology of Advertising
http://etext.virginia.edu/etcbin/toccer-new2?id=ScoPsyc.sgm&images=images/modeng&data=/texts/english/modeng/parsed&tag=public&part=1&division=div1
Trick Art (Giuseppe Arcimboldo, Escher)
http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm
http://www.mcescher.com/
Uniqlo Brand
http://www.brandchannel.com/features_profile.asp?pr_id=324
Non-Recognition of Print Advertising: Emotion Arousal and Gender Effects
http://www.informaworld.com/smpp/content~content=a770796572~db=all~jumptype=rss
Others:
Advertising Vs Graphic Design
http://www.designtaxi.com/features.jsp?id=105
Branding with Chinese Characteristics
http://www.brandchannel.com/features_effect.asp?pf_id=246
Cool package design
http://www.superficialgallery.com/Emails/Amazing-Pictures/cool-packaging.htm
Dexigner (Nike)
http://www.dexigner.com/design_news/hush-and-nike-make-a-splash.html
Eco Branding
http://eco.goo.ne.jp/business/csr/review/communi_jul01.html
Ecogeek (Google)
http://www.ecogeek.org/content/view/566/
Funny Advers
http://meaculpaband.blogspot.com/2008/02/funny-advertising.html
Lava's website
http://www.lava.nl/
IKEA
http://www.brandchannel.com/features_effect.asp?pf_id=256
It's all packaging
http://www.peachpit.com/articles/article.aspx?p=676593&seqNum=6
Japanese Eco Brand
http://www.nikkeibp.com/html/main/company_070810180121_3_1.html
Japanese unique package design
http://www.pingmag.jp/2007/02/09/snackcharacters/
http://allabout.co.jp/gourmet/junkfood/closeup/CU20060116A/
http://www.mylifenote.net/002/post_3281.html
Muji
http://brandcameo.org/features_profile.asp?pr_id=14
Nokia
http://www.brandchannel.com/features_effect.asp?pf_id=274
http://www.brandingasia.com/cases/nokia.htm
Packaging your Brand's personality
http://www.brandchannel.com/features_effect.asp?pf_id=283
Powerful package design
http://www.mylifenote.net/002/post_3281.html
Public Advertising Organization (eco advert)
http://www.ad-c.or.jp/campaign/self_all/02/index.html
The New York Times (THE MEDIA BUSINESS: ADVERTISING; P.& G. Ecology Drive: Beyond Packaging)
http://query.nytimes.com/gst/fullpage.html?res=9D0CE4DE1530F935A25754C0A967958260
Traffic Advertising with products
http://blog.livedoor.jp/chura_tei/archives/cat_10002246.html
http://hako.org/blog/archives/2006/03/post-129.php
Youtube (SHARP Ecology Campaign CM)
http://www.youtube.com/watch?v=Z2n95TBF7y8
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