Rigo Martinez

Ms. Cook       

Writing 122

31 October 2013

Chrysler Commercial Ad is a “No Go”

Many will remember the Chrysler commercial of the Super Bowl half-time of 2011. The video starts off with Eminem cruising around in a Chrysler 200, in Detroit. A narrator begins to speak with a loud and intense voice. The narrator asks what they think a city that’s been through tough times know about luxury, or the “finer things in life”. He then says that that city would know it better than most others. He then says that the reasons for this are that the “hottest fires make the hardest metals”, and that hard work, beliefs, and knowledge, are what Detroit and Chrysler are all about. The narrator is comparing the city of Detroit to Chrysler in those aspects.

            This Commercial advertisement features celebrity rapper Eminem (whose real name is Marshal Bruce Mathers III). The commercial also plays the tune of one of Eminem’s most popular songs “Lose Yourself”. Over the last Decade, Eminem has been approached over 100 times in order to license this classic song (Kiley). According to Joel Martin, up until this commercial, he had refused all bidders and turned down millions of dollars in doing so (Martin qtd. In Kiley). Joel Martin controls the Eminem music catalog and has one-third of the writing credit on the song. I believe that this isn’t a good advertisement because it is exaggerated and Chrysler has poor reliability.

            “Many Chrysler vehicles rank at the bottom of our ratings in their categories,” according to consumerreports.org. In terms of recommendation, none of the current Chrysler vehicles were able to meet the requirements (Consumer Reports). In fact, most of the newer models which have been tested were mediocre at best. They were also below average in the many reliability surveys (Consumer Reports). Some small improvements have been seen in Chrysler vehicles that are already existing models, but very little promise in future models is expected (Consumer Reports).

            However, there is the argument that the reliability data is based off of subscribers’ experiences from 1.3 million vehicles (Kiley). Apparently, the consumer publication had no data for 26 2009 and 2010 Chrysler vehicles with which to further add to Chrysler’s reliability score (Kiley). Reliability scores make up half of an automaker’s score, so many can see how this should be deemed important by consumers. This is a recent change, as prior to 2010, driving test scores carried more weight than reliability scores (Consumer Reports).

            Not only is reliability an issue, but this commercial advertisement is quite exaggerated. The commercial shows Eminem driving in a Chrysler 200.  Eminem himself does not drive this car. Instead he sports a Hummer H2, by General Motors, which isn’t even close to a Chrysler (Gibson). Another thing is that Eminem did not even want to be in the commercial in the first place. He only agreed to be in it after being persuaded by Chrysler chief marketing officer Olivier Francois (Kiley). Francois began selling Martin (Eminem’s music catalog controller) on how he wanted to feature Eminem and his song “Lose Yourself” on the Chrysler commercial. He got Eminem and Martin to agree by telling him that he wished to show Eminem’s music, and the city of Detroit, to the Super Bowl audience; The largest tv audience of the year (Kiley). Eminem and Martin, whom both originate from Detroit, were convinced that it would be a good idea. Francois let the rapper and Martin drive a fresh-off-the-line Chrysler 200 and Chrysler 300. Eminem and Martin would not have agreed to the commercial If it weren’t for the love of their city and a chance to show their music to a large Super Bowl audience.

            In conclusion, Many people have tried to feature Eminem in their advertisements, but failed. Eminem has turned down millions of dollars and hundreds of commercials; he would only agree on special terms. But, Francois of Chrysler took a different approach to this; by convincing Eminem that this was a chance to show off his Detroit to the millions of viewers. Eminem being in  Francois’ commercial makes it very appealing to many. Playing “Lose Yourself” also adds to the commercial. In my opinion this is not a good advertisement because of the exaggeration the narrator uses to describe Chrysler. Eminem does not even drive a Chrysler in the first place; it is all for show. Also, Chrysler has poor reliability. This commercial only seems fit for entertainment purposes, at best.

Kiley, David. “The Inside Story: Chrysler’s Risky Eminem super Bowl Commercial.” AOL Autos.     AOL Autos, 8 Feb. 2013. Web. 10 Novemeber 2013.

“What’s Good, What’s bad, What’s Next.” Consumer Reports. Consumer Reports, 13 Jan. 2011.

            Web. 10 November 2013.

Gibson, Joseph. “Eminem’s Car.” Celebrity Networth. Celebrity Network, 4 Jun. 2011. Web. 10

            November 2013.

Ashley Fells Advertisement Essay

 

 

Walking After Midnight: Teenage Love and the Internet Age

         It’s 1997 and an adorable young couple is returning from a date. He’s dropping her off at home and a light is on in the house, clearly anticipating her arrival. The couple forgoes a kiss, since Dad is totally spying on them from inside. They are simply giddy: this is the kind of love that can only exist when you’re sixteen. She runs into the house and up the stairs, saying goodnight to her dad on the way to her bedroom, catching him watching out for her. Dad’s light goes off and a small light turns on in her window: she has turned on her computer. Patsy Cline’s “Walking After Midnight” begins to play in the background as she logs on to AT&T World Net Service. An instant message is sent to the boyfriend saying, “I miss you sooooooooo much.” He gets home and instantly runs to his computer. There’s a message from her! You can feel the excitement and anticipation in the air. “When can I see you again?” he asks. She is brushing her teeth and RUNS to the computer when she hears the ding announcing an incoming message. She takes a Poloroid picture of herself, scans it, and it arrives on his computer. He searches for pictures of angels and finds one, then cuts and pastes the picture of her face onto the angel body. She receives the photo-shopped picture of herself while painting her toenails, as teenage girls are wont to do, and completely looses herself into a fit of giggles

        This commercial for AT&T Worldnet Internet Service is designed to pull at the heartstrings of the collective youth of 1997. It was effective without being too deceptive, and mostly just painted a picture of what was possible with this budding technology.

        1997 was a year on the precipice of the internet completely dominating every aspect of people’s lives. Instant messaging through “buddy lists” had only been released to the public that year through AOL and many other internet providers were rushing to keep up with AOL’s surge in popularity. Text messaging as a whole had only been available since 1997 (Cooper and Tyson) and teenagers having personal cell phones was very rare. The internet was opening avenues of freedom that hadn’t been explored yet, and the youngsters of this age were the first generation to grow up around this astounding technology. This ad appealed to younger people and their desires to connect with each other, avoid their parent’s watchful eyes, and embrace the internet age.

        This ad in particular has always resonated with me. I remember, at age 13, seeing this commercial on prime time television. The first thing I noticed was that the adorable, earnest girl in the ad was Larisa Oleynik, the star of a popular pre-teen show on Nickelodeon, “The Secret World of Alex Mac”. I was just on the edge of childhood, about to embark upon high school and, hopefully, dating. This commercial excited me. I so badly wanted to be this girl, going out on dates and having a cute boyfriend. I wanted him to send me sweet little notes and put my face on the body of an angel. It appealed to me greatly, as I’m sure it appealed to all the other teenagers. We, as teenagers, had the ability to sway our parents. We had the ability to talk them into doing things and to get us the internet we wanted. This ad was to teenagers what Toys ‘r’ Us ads were to children at Christmas time. We knew what we wanted, and it wasn’t Legos. We wanted freedom, love, and the internet.

        The use of Patsy Cline’s “Walking After Midnight” was very charming and inspired thoughts of hand-holding and being with your lover in the middle of the night, which is exactly what these teenagers were able to do with the help of the internet. Despite the fact that they both had to be in at curfew, they were able to hang out all night. The ability to do the walking with a  keyboard and a mouse brought an amazing amount of freedom and allowed this date to go on way past midnight. The use of this song provides structure and continuity to the scene: It is because of the lyrics that you know it is late. It also lends a memorability aspect to the commercial, as it is a song that is very easy to get stuck in one’s head. I, for one, honestly think of this commercial whenever I hear the song out of context. The use of “Walking After Midnight” was clearly effective, as seventeen years have passed and I am still reminded of it.

        However, this commercial definitely encouraged the stereotypes of what is attractive in the United States. Larisa Olyenik was lovely, thin and blonde; I know many a man who had a crush on her as a teen in the nineties. She was exactly what every guy wanted in a girlfriend, and she came from a white, upper middle class family to boot. He wasn’t too bad on the eyes, either. The boyfriend in the commercial was, again, upper middle class and white. He had a cool car and a cool leather jacket. It is obvious that these kids were popular in their high school and they absolutely don’t represent a large demographic of American teenagers. They do, however, represent what is most desired: looks, money, and love.

        The beginnings of the internet age were fairly innocent for many teenagers is the mid-nineties. It

was exciting and new, and provided a kind of freedom that had never existed before. This AT&T

commercial really drove home the possibilities and made many people yearn for what was being

offered here. This commercial showed the capabilities of a new technology that was soon to take over

the world.

Walking After Midnight Commercial

Essay #3 ~Carly Keone

Carly Keone

Nancy Cook

Writing 122

20 November 2013

Is Sugar Killing Us?

Everybody loves tasty treats like cupcakes, cookies, and chocolate, but who would ever guess that sugar could be toxic? According to the advertisement, “Sugar is Killing Us”, it is. Although sugar is universally accepted as being delicious, its effects can be dangerous and even deadly. The way that the ad conveys this idea is by using simplistic cartoon animation accompanied by mellow music and a narrator that talks like a teenager. By doing so, the ad becomes easy and fun to watch and appeals to younger audiences as well as adults. At the same time, the viewers are learning a lot of information about the negative effects that sugar has on the body. Using this method, the advertisement does a great job of persuading viewers that sugar is slowly killing Americans and that a change in diet is drastically needed to overcome this addictive and potentially toxic substance.

The way that the ad animates their figures has a strong effect on the audience’s reaction towards that object. Everything is simply drawn and easy to take in. By not using a lot of detail in the background, all of the attention is focused on the actions of the animated figures. They first portray sugar as an adorable cube with bright colors accompanied by happy music, and a little girl who is happily grabbing onto a giant treat. This establishes a relation to the audience, who probably also finds pleasure in sweets, and obtains their attention. Shortly after, the background shifts into darker colors with suspenseful music and has that same cute sugar drawing transformed into a sickly, evil figure barfing ooze. By having this sudden and drastic change in animation, it creates sympathy for the main character whom the audience relates to as well as a mood of disgust and distrust toward sugar.

The use of animation not only leaves a strong and lasting impression, but it can also make the concepts easier to understand. It provides a visual representation of the statistics concerning sugar’s effects on health which helps many people, especially children, learn the facts better. Having the more complicated words pop out in written form while they’re being described assists the viewer in understanding the ideas more. It has cartoons of the brain, leptin proteins, pancreas, and insulin, which helps to see the negative result sweets have on the body by showing how sugar interacts with them all. The ad also clarifies and simplifies the science behind the claims by referring to all the information as having been proven by “scientists”.  By simplifying everything in this manner, it allows the viewers to easily understand the basics while not overloading them with unnecessary information. This way they are encouraged to learn more about the issue in depth if they so desire. By doing more research, one can discover that sugar has been found to increase the risk for metabolic syndrome, heart and liver disease, diabetes, and insulin resistance which may actually be a cause of cancer. “Cancer researchers now consider that the problem with insulin resistance is that it leads us to secrete more insulin, and insulin (as well as a related hormone known as insulin-like growth factor) actually promotes tumor growth” (Taubes). Although the research is technically non-conclusive, this is only due to the fact that not enough research has been made in this area to really support or deny the overwhelming amount of evidence which suggests that sugar can indeed be a toxin.

This ad is targeted toward every American who eats sugar. It’s meant to be a warning to everyone about consuming fructose, despite gender, race, or social class since everyone can be affected equally. It challenges cultural belief that sugar is not harmful and encourages Americans to change their eating habits. Outsiders viewing this ad would see how much we’ve come to depend on sugar as a nation and how high levels of fructose is found in 80% of all foods currently available in the US (Broggi). As a result, more than one-third of adults in the US are obese (Ogden). In addition to these warnings, the ad also provides a solution by pointing out that food companies only produce what consumers buy; if we only buy healthy foods, then companies would be forced to produce foods with less added sugars. In this way, it strongly encourages the change of diet to healthy, wholesome foods and the possibility of achieving self-fulfillment by doing so. At the very end of the ad is a promotion to visit their Facebook page, which is another method to stay connected to the younger generations. By appealing to a wide demographic, the ad increases the chances of its message affecting many people.

The “Sugar is Killing Us” advertisement succeeds in persuading the viewer through its use of animation to create a lasting impression, simplifying difficult concepts, and pointing out that the issue affects a wide variety of people. These methods in conjunction with a manageable call to action help make it a very convincing ad. It has even convinced this writer to cut back on the sugar and seek a more healthy lifestyle. No doubt its message will reach many more people and affect them in a similar way.

Works Cited

Broggi, Ariel. “Sugar is Killing Us.” Youtube, 19 Sept. 2012. Web. 14 Nov. 2013.

Ogden CL, Carroll MD, Kit BK, Flegal KM. Prevalence of obesity in the United States,

2009–2010. NCHS data brief, no 82. Hyattsville, MD: National Center for Health Statistics. 2012.

 

Taubes, Gary. "Is Sugar Toxic?" The New York Times 17 Apr. 2011:

MM47+.Nytimes.com. The New York Times, 13 Apr. 2011. Web. 12 Nov. 2013.

Eric McMillan Essay #3

Eric McMillan

Ms. Cook

Writing 122

19 November 2013

Vader and Volkswagen Mix

            As an avid football fan, I have watched many football games, one of which, the Super Bowl, is famous for its halftime commercials. One of the commercials that has always stood out to me is the commercial for the 2012 Volkswagen Passat. I have never driven a Volkswagen, nor known anyone to have owned one, but I thought it was a funny, and somewhat informing commercial. It is a great example of a commercial with unstated assumptions and many other important traits because not one word is said throughout the commercial and makes the viewer interpret the importance of the commercial itself.

            A miniature Darth Vader parades down the hallway, searching for his next victim as his long, black cape trailing behind him as he marches. First, the family bicycle machine. He tries to use the “force” on the machine, but with no luck. Next, mini-Vader finds the old family dog. Vader sneaks in for a surprise attack, keys the “force”, but once again has no luck. Vader furiously heads throughout the house trying to test his powers on the washing machine, a baby doll, the dog once again, his lunchtime sandwich, until he finally spots his most important target, his father’s new 2012 Volkswagen Passat. Vader approaches the car and lets loose the “force” as his father, who he sees Vader outside, starts the car from inside the house. Stumbling back, Vader looks around in disbelief. This is a great commercial that catches the public’s attention with its sense of humor and introduces a great feature at a reasonable price.

            After watching this advertisement, I analyzed what I thought would made sense about it. To me, it seemed as if Volkswagen was trying to incorporate that the “force” can be in anyone, although it isn’t real, it is easy to feel confident and powerful when under the controls of the 2012 Passat. Furthermore, Volkswagen was trying to advertise that the Passat was a good deal by making the starting price “around $20,000”. Last, it was advertising the uniqueness of the car by showing off the new feature of a remote ignition that can come in handy.

            In this commercial, there is not narration at all. The only sound you hear is the theme music of Darth Vader and the beep of the car starting up as the father keys the remote. This means that there are plenty of unstated assumptions that can be made because the commercial is trying to make you think about why Volkswagen had this commercial air and how it would benefit them. One could be that the 2012 Passat is a very high-tech car due to its remote ignition. Another could be that the Passat is also a family vehicle since a smaller family owns it. Last, it can make you feel powerful and confident because it has new features that will surely impress.

            This commercial was intended to aim for three kinds of viewers. The first are those who are Star wars fans and understand the reference that is being used for the “force”. The cute factor of a mini-Darth Vader is sure to melt the hearts of millions who understand the little boys desire to use the “force”. It is the dream of a Star Wars fan to be able to use the “force” at home, which the boy could not achieve without the help of  2012 Passat. The second audience was for those who were watching the Super Bowl. What better way to advertise new products than during the Super Bowl? From my perspective, for the millions of football fans who keep their eyes on the TV screens for the big ball game, this is a big moment for big brand name advertisers to shine with new advertising concepts, which has become a kind of spectator sport in its own way. Especially with a big franchise as Star Wars, what better way to grab the attentions of the views by using something from pop-culture in a creative way?  The third audience was aimed towards potential car buyer and fans of Volkswagen. In order to grab the attention of potential car buyers, Volkswagen not only needs to show their new car models, but also show a price tag that they can catch future Volkswagen owners and a brief preview of what the new model has to offer .

            A big positive for the 2012 Passat is that this vehicle was the first Volkswagen vehicle that was assembled in America since 1988. This also helps the potential sales and trust factor in the vehicle because it was made on our “home soil”. This Passat is also different than any other Passat in the world because only Americans can get these Passat’s because in Europe, they are designed slightly different. According to US News, “Automotive journalists think the redesigned 2012 Volkswagen Passat is a good choice, as evidenced by being named the 2012 Motor Trend Car of the Year.”, the website also gave the 2012 Passat an 8.4 out of a possible ten. This just proves the 2012 Volkswagen Passat is a very reliable and trustworthy vehicle.

            The 2012 Volkswagen Passat’s commercial “The Force”, is a great example of how the car is designed to meet needs in today’s America. The family feel of the car hits one of the most popular car types in America, which is the mid-sized sedan. Also, the “high-techness” of the car’s remote ignition is a sure show stopper. Adding on, the confidence of owning such a nice looking car, inside and out, at such a reasonable price will surely boost your confidence levels. Last, being able to say that you own a car that was built on American soil is something that many Americans pride themselves on and because Volkswagen made a plant to manufacture their vehicles here in the United States, will surely increase the sales of the 2012 Passat.

           

Works Cited

Smith, Sam. "2012 Volkswagen Passat." Car and Driver. N.p., May 2011. Web. 16 Nov. 2013.

"2012 Volkswagen Passat." Reviews, Pictures and Prices. US News, 10 Oct. 2013. Web. 16 Nov. 2013.

Follow the Frog

Wade Padgett
Nancy Cook
Writing 122
13 November 2013
http://www.youtube.com/watch?v=3iIkOi3srLo

Follow the Frog
“You are a good person” These are the first word you hear and see when you stumble upon the hilarious ad recently put out by Rainforest Alliance. True gems of social advocacy are few and far between, constantly choked out by the endless streams of car, fashion and fast food commercials. One of the few commercials that manages to stand out from the norm is the Rain Forest Alliance’s “Follow the Frog.” The web film succeeds in using the online medium to raise awareness and advocacy because it asks so little of its viewers and allows for the realistic change in an individual’s routine to help the rainforest.
In the web film we follow the life of one middle-class suburban male that lives a normal life, but focuses on the environmentally conscious decisions he makes. These decisions are referred to in the first person to bring emphasis on the viewer with the repeated use of the word “you.” Actions include conserving water when showering, recycling, liking nice clothes, giving to charity, spending time with family, driving a Prius but riding a bike when possible, and more. All of these things set an ethos to this individual’s character, everybody can likely relate to some part of this in their daily life. The music for this first 22 seconds of the ad is upbeat and inspiring accompanied by close up shots of the subject matter to emphasize the importance of the action.
Once the film has set the characters and by extension of the first person “you,” the viewer’s ethos it then states that “there is a part of you that tells you, that you’re not so good.” At this point the film frames its objective through the use of ominous music up close intense shots
of devastated forest land, and stating that the rainforest is be cut down at a staggering rate of 32 million acres a year. Now playing on it prior ethos the film tells “you want to do something about it that you must do something about it.”
The true genius of this ad is in its approach to moral values instead of just taking the next step and telling us we need to buy rainforest alliance products it takes us on satirical and “lampoonish” journey by telling us “this is what you are not going to do”. The film follows our environmentally conscious character as he quits his job, leaves his family, moves to the heart of the rainforest, ingratiates himself with the local and leads them in a physical revolt against the cooperate interests that are destroying the rain forest. When his attempts go horribly wrong he wakes up in an El Salvadorian hospital missing two toes and spirals into depression as he has to walk all the way back to the United States. Upon his arrival he finds that he has been replace at both his job and at home.
After setting the precedence of the difficulty of activism the film tells you what you can do “Follow the Frog.” The ad cleverly reinforces what you should do by showing in detail what you should not do. It outlines that taking that extra step to buy rainforest alliance is not so difficult after all. This ad is so successful because it does not ask the viewer to do much and in turn represents further activism in a satirical and inefficient manner making the easy course of action not only more likely but more effective as well.
What does the Rainforest Alliance do for the environments, societies, and economies they represent? The Rainforest Alliance takes an innovative approach to conservation by promoting sustainable practices and linking consumers to producers through the Rainforest Alliance seal. The question becomes in our era of green washing products what does the seal of the frog actually mean? Rainforest Alliance Website states their farms follow environmental standards set
by the Sustainable Agriculture Network (SAN). These standards Watch 10 points of conservation including ecosystem conservation, wildlife protection, working conditions, crop management, and a few more. According to Megan Hurt Associate Editor for Mother Earth News however “Brands are allowed to use the green frog seal on a product if even just 30 percent of the product comes from Rainforest Alliance Certified farms.”(1) This not exactly USDA organic and allows a product to be deceptive in its labeling. There is some benefit as stated by Abby Ray a Rainforest Alliance communications associate, “What matters to the Rainforest Alliance is the impact on the land and workers, so a company buying 30 percent of 100 tons has more of an impact than one buying 100 percent of 10 tons.”(1) Purchasing Rain Forest Alliance products does not mean that the product is one hundred percent certified, but that doesn’t mean it is not making a difference however.
In the end it doesn’t take much for the consumer to make a small difference, and the more consumers we have buying Rainforest Alliance Certified products the bigger the impact. That is what this ad did so well, it wasn’t very informative about the product but it told you what the problem was and that all you had to do was follow the frog. Simple solutions on a world stage have a higher probability of success due to the reduced effort required of the individual. It can be as easy as switching your coffee.






Work Cited
Hirt, Megan. "Nature and Environment." Mother Earth News. Mother Earth News, 29 May 2009. Web. 21 Nov. 2013.
De Freitas, Andre. "SAN Principles." Sustainable Agriculture Network Subsections. Sustainable Agriculture Network, n.d. Web. 21 Nov. 2013.
London, Larwence F., Jr. "SUSTAINABLE AGRICULTURE NETWORK (SAN)." SUSTAINABLE AGRICULTURE NETWORK (SAN). Venaura Farm, 28 Dec. 1996. Web. 21 Nov. 2013.