Week 10 EOC: What channels you going to use to advertise?

Because I am targeting the male demographic, I will be using channels that have to do with manly and primitive things. For example, I will try to get into a Sports Illustrated magazine for a full page advertisement. Obviously sports are seen as a “manly” ordeal, but not every man has a subscription to a sports magazine. Therefore I will also be trying to spread my campaign into other magazine companies such as Aqua Marine and Motor Trend. I will not be trying to get into any hunting magazines because hunters are looking for a big truck to compensate for other problems while the Hellcat shows off and brags about the good things a man has. Other channels I will be using are social media, twitter, Instagram, Facebook, and Pinterest. I will be creating a hashtag “#ItsAGuyThing” and this hashtag can and will be used on people’s post and on our very own Instagram page, Facebook page and our Twitter account. Since Dodge already has a pronounced following we will do a shout out on our Twitter page to one person that will win a “swag pack” that will contain stickers, a tee shirt, magazine, and one lucky person will receive a pair of keys to our 2016 Hellcat. We will also have billboards and commercials. Our commercials will be broadcast on ESPN, FOX, BBC, SPIKE and TNT during sports events, action movies and other various showings. 

Week 9 EOC: NO

Many things in the movie "No" are very similar to the things that are in today's Presidential race. For example, the way that Rene was so serious about his work whether it'd be a commercial for soup or the actual campaign is very similar to the way Ted Cruz acts about his work. As Donald Trump continues to throw shade at Cruz, Cruz just shakes it off and focuses on winning. Another thing that is similar from the movie to the Presidential Race is the reign and terror Chile is will be about the same experience America would have to face if Trump succeeds to win this race and become President. "Make America Great" is a good slogan but is incomparable with Trump. The third thing similar to the movie is the way the Yes campaign fires at the No campaign, however the No campaign does not recognize this. This reminds me of Hilary Clinton's campaigns about her being the best and how every other democrat isn't up to par with her, but Bernie Sanders campaigns focus only on America and the working people. Sanders campaign in this case is the "NO" campaign while Clinton's is the "YES" campaign. The final thing similar is the determination that both campaigns in the movie showed. This reminds me of Hilary and Trump, they are both relentless to speak their mind and they won't let in to what others think of them much like the Yes and No campaigns.

Week 8 EOC: "It's a Guy Thing."

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

It’s a Guy Thing.

Analysis of Project in the Real World

I believe that in the Real World Scenario that this product and my campaign would succeed very well. There is a unique story that is happening in reality. Men are downgrading to guys, and some even downgrading to average Joes. The same thing is happening to the muscle cars, they are becoming hybrids. This ordeal is unnatural and utterly unacceptable. People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story. (55) With the Hellcat rebirthing and rejuvenating the Muscle Car era, guys are starting to get their conscience back and remember what purpose a muscle car serves. Now modernize the thrill of having a horsepower packed beast and combine it with luxurious leather and technology and all of a sudden you have the thirst for power back. For a while the world was without a unique piece of machinery, the world was without hope. Imagine the world without this product, service, commodity, or group type. Then imagine the world without this specific brand or group. For example, imagine there were no ketchup. Now imagine the world without Heinz ketchup. Once you imagine this scenario, it might be easier to understand what people like or love about the brand or group.(71) Now that you can buy, at a reasonable price, a menacing 707 horsepower car that has combined itself with comfort and luxury, I think that this has spawned a new era of men. The Hellcat is now the center or gravity that testosterone pumping muscle cars and power thirsty men revolve around.  

Creative Content

For my creative content I have created a half-page magazine advertisement. It is composed of a red Dodge Challenger Hellcat in the middle of the picture surrounded by a black gradient background. I think this looked good because it was sort of a distinct contrast of colors. I believe that with this contrast that the image could be crossed over to any media and look good. The one sure thing is that critical and creative thinking will be necessary. Ideas, ideas. Ideas matter—no matter what the technology used. We have to generate ideas and content that people will seek out, that pulls people in across media. (48) Around the car I put elements that represent what it is like to be a man. For instance I put an empty box of pizza under the car and empty cans around the car to symbolize the messiness of men. I also put a basket of dirty laundry behind the car, again to symbolize the “messiness” of men. A brand or group embodies something: ethics, humanitarianism, preservation, coolness, fun, family values, respectability, excitement, energy, novelty, inventiveness, cutting-edge research, healthful living, an active lifestyle, etc. (58) To go along with the slogan, “It’s a Guy Thing.” I put women’s underwear and bras hanging off the car. I thought that this gave the feeling of how this car impresses ladies and well I think you know the rest. Near the bottom of the composition there is a football to represent how manly sports are and to follow the stereotypic person that would own this car. I tried to really stress that this is not a women’s car. In the design process, composition gives form to content. The coherence of the composition depends upon how the content is ordered and shaped. An interesting form results from a good idea and a finely honed visualization and composition. (152) Towards the back of the composition is a trash can that is lit on fire. With the trash can I tried to mix the, for a better word, “curiosity” of men with the excitement and danger that goes along with the fire. Everything in the image has a purpose, all the items somehow represents what it is like to be a guy. But under all of the dirtiness and laundry and trash is a clean, mean, menacing car that is the staple of the advertisement. This car is the center piece of the daring “guy universe.”

Promotion

Our specific demographic that we are targeting is the male demographic from ages 25-50. Here at Dodge we think that it won’t be hard to reach this demographic because we have a wide range of advertising. Our advertising ranges from social media such as Instagram, Facebook and twitter. We are using this version for our younger demographic because we know how much social media is apart of their daily lives. We have created the hashtag "#It'sAGuyThing" and this will be used for all things that portrays a man. This will bring our younger demo closer and more apart of our movement. Since there is a big Dodge following we will have shout outs on our twitter and every so often there will be a follower that wins a "swag pack" and once in a blue moon we will give a pair of keys to the Hellcat int he swag pack. We believe that our older more mature demographic is more old fashion and will have magazine subscriptions and watch television. We plane to create commercials and billboards as well as the magazine ads into our campaign. And hopefully with the new blockbuster films coming out we are currently trying to get some producers to let us have product placement. Advertising—whether product placement, live billboard feeds, or ads embedded into games—is often well received by appropriately targeted audiences. Research indicates that product placement enhances the reality of the content and experience. (9) Obviously we are targeting the male demographic because the Hellcat is fueled by testosterone, and we hope that our older demographic will remember what it was like in the 70’s to own an original muscle car. Now picture the kind of person you would want to get to know. When you make your ads in this way, you are far more likely to create effective and original advertising.  (24) Since the old Challengers were somewhat dominant in the 70’s we hope that the older demographic will have a relationship and that we can strike some memories with them and create memories with the newer generation of muscle car owners. It's where the brand creates a commitment to a relationship. It's where the brand creates something useful to you, something that's a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life. (52) We are here because we know the male race needs us, so whatever we can do to help, we will do it. We have told the story about the desperate times the muscle car era has been introduced to, and we know that the Hellcat can make boys into men. There is nothing like driving with confidence in yourself and your car. People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. (55) We will not rest until we know that the older demographic we have targeted has been rejuvenated and have as much enthusiasm as our younger demographic will.

The Big Idea

The idea that I want to put out for the Hellcat is that it is no ordinary car that you grocery shop in or pick up the kids from school in. The Hellcat is a staple for mankind, emphasis on “man”. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time. (66) The point behind this product is to bring out the man in every guy whether he is a computer geek or a jock, a guy is a guy. Every guy has a thirst for power and the Hellcat can guarantee that satisfaction of being in control of God-like power. This machine is not only a powerful and intimidating car, it is an insight of hope for the male race. How we are nurtured plays a significant role in how we make choices and in our behavior. The context of your family, culture, community, values, friends, aspirations, basic drives, cognitive abilities, defenses, habits, all factor into why you would respond to advertising, donate to a specific charity, purchase one detergent over another, and so on.(69) Nowadays the cars are all about fuel efficiency and comfort. What ever happened to the good muscle cars that focus on one thing, power? I believe a powerful car should strike fear in the driver, but bring enough satisfaction to where the driver does not want to stop. Once you have developed an idea, you need to deliver it in an engaging way. (24) As is said before, this car is a significant idea for hope that is much needed in the new generation of auto mobiles. Though I respect the other car companies for attempting to bring back the joy of a muscle car, I believe that the Hellcat best represents the image that the muscle car era conveys. The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. (66) The big idea I want to be composed is that no matter where muscle cars or cars in general go, the guy species and the manliness of the muscle car will never decease. We synthesize, combining different ideas and influences, bringing parts together to form a new whole. (14)