Creative Rhetorics

 Creative Rhetoric's: Play And Fun

Creativity is harder than it looks, especially in advertising where the safe idea that will guarantee to bring in audiences is usually favored. However creativity is paramount in the advertising industry  in order to evolve and grow. 

 This particular advert, is not actually an advertisement at all, in the sense that it is unpublished, I came across it whilst on Pinterest. A profile Owen Evans pinned it. And i thought it was hilarious! Obviousy fairy could never publish something like this because of how offensive it is and the fact that fairy is a family brand, but it does demonstrate the creative rhetoric effectively. Fun and creativity, do things you wouldn't normally do. However it does highlight an important point, they need to work too. I think if this was ever to publish it would completely change fairy's target audience to make a younger market. The advert needs to address the brief and target audience in the end. It is good to be creative and have fun but there is an end goal in sight.

This can also be used as an example of 'The Creative Affordances of Technology' in social media that has given creatives a new and exciting opportunities, with websites like Facebook, Twitter, Instagram, Pinterest etc, you get the chance to speak to people in the same as you that you wouldn't have, in the past, it would have been difficult to get hold of. It's opened up a whole new world in which we can see other people's opinions and post our work. It flattens social hierarchies in the fact that  CEO's of companies and Creative Directors are put in the same place as junior art directors and interns, having the same room to give their opinion and speak openly with those around them and those that may be lower in social class

Panopticism

PANOPTICISM

1) What is the major effect of the Panopticon? 

Do subject the person to a state of conscious and permanent surveillance that assures the automatic function of power is on those who are watching. Not being watched.The subject feels as though they are being watched constantly, even though they may not be, which give the effect of constant control.

2) How does the architecture create and sustain a relation independent of the person who exercises it? 

The architecture means that the subject is always in the view of being watched. The subject cannot see the guards but the guards can see the subject, they do not know when they are being watched which creates the illusion of always being watched. There is no contact between prisoners to prisoner, or guard.

3) In what way is the Panoptican efficient?

  No locks, no bars. "Simple, economic geometry"The separation of the cells is all that is needed.

4) How does the Panopticism do the work of a naturalist scientist? 

The panopticon is a royal menagerie, the animals are replaced by men and individual groupings are replaced individual groups. The king by the machinery and power.

5) In what ways was the Panopticon a laboratory?

The architectural design lends itself well to conducting social experiments.

6) List the conditions in which Panopticism strengthens power? 

 It exercises power in the fundamental foundations of society in the subtlest possible way, continuously.

7) According to Julius (1831), how is the panoptic principle particularly useful in a society made of private individuals and the state?

The ever growing influence of the state to its ever more profound intervention.

8) According to Julius, rather than suppress the individual, what effect does the panoptic principle have?

It presents the opportunity to mold the individual to the appropriate way of being as according to the authority. In short it generates the perfect people for the state.

9) Do you think social media increases the tendency for the exercise of power through surveillance?

Possibly, seem to be aware that people can gather information about themselves, i.e Facebook and twitter but most don't seem to care. However the fact that both these sites look at your activity is proof that social media increases surveillance, however i'm not sure that means exercising power. Unless they use your information against you and try to dictate the way you act. And i have not came across that.

Andy Fowlder - "Putting Brands in Peoples Hands"

A GOOD CREATIVE IDEA

IS A GOOD CREATIVE IDEA

LBB> You did a presentation for IPA, and in that you discussed the various media that are out there at the moment. You’re quoted as saying “every media has a part to play, nothing is dying, nothing is redundant – just their roles have changed”…

AF> I really believe that if you have the right mind-set, this is the beginning of the second golden age of advertising. If you have good ideas, there are so many different ways to bring them to life. All this talk about new media and older media is bullshit to be honest. No media has died; it’s just that the role of certain channels has changed. Anyone that thinks a poster is the be-all-and-end-all of a campaign is living in the past. The poster is now used to amplify an idea or announce an event. Technology and new media allows us to do such extraordinary things – it’s mind-blowing. 

As part of our creative presentations, we have this idea called ‘dream layer’. The idea of that is that technology allows brands to give people experiences that they couldn't even have dreamed of ten years ago. Technology can provide a secondary layer over our everyday life, almost giving us an alternative experience

5 Minutes With… Andy Fowler

http://www.lbbonline.com/news/5-minutes-with-andy-fowler/

PUTTING BRANDS IN PEOPLE'S HANDS  https://vimeo.com/20746632

Brand Identity and Identity Theory

Brand identity is simply how a company represents itself to their audience/consumers. An individual identity for a company is paramount if they are going to make it big, people relate their perceived identity to the media. If they see themselves as part of a certain clique, and a brand is advertising exclusively to that clique, they will be more inclined to relate to that brand, as they feel it represents their self. Kellner explains that in today's post-modern society our sense of identity is fragmented and constructed. Almost like a collection of things we like all rolled into one. 100 years ago your identity was decided by your association to a number of groups; the church, the state, the government, your work, marriage, education. Now one person can belong to numerous groups. Thus presenting the idea of a fragmented self. You're sense of self isn't simply one thing.  

 History of identity; (Kellner, 1992)

• Pre-modern identity believed that identity was stable and was defined by long standing roles (like class structure etc.) This view dates before the 19th Century.

• Modern identity - Ability to choose which path or identity (20th Century +)

• Post-modern identity - 'fragmented' and constructed. 
• Zygmunt Bauman (a Polish sociologist) is one of the key enforcers behind this theory, claiming that identity is both "fluid" (society constantly changes) but is then "constructed" (by institutions such as The Church, monarchy, the government etc.) 
• Micheal Foucalt (a French philosopher) also thought this to be true in terms of identity being formed by the discourses culturally available to us. These included, class, age, gender, nationality, race/ethnicity, sexual orientation, income, education etc.

Lynx Advert
Aiming to advertise to the young male age group 16-24. They use playful advertisements to get across the message that basically...lynx makes you appealing to beautiful women. The men who use lynx usually use the brand because they smell the best, or they stop sweating, or they are the most sensitive to your skin. The lynx buyer doesn't care about stuff like that, they want something that girls will like. They usually have a very limited understanding of cosmetics and so will just go for the most appealing brand to their identity, young men who want to impress women. They were relevant with this advertisement in 2012, playing on the popular idea that the world was coming to an end, based on the Mayan calendar.

Lost in translation
It sounds simple but, if you are advertising to an American market, you need to know American slang. Moreover is slang even appropriate for your audience? You need to know the age gaps and what slang is relevant. Especially when advertising to a young age group 16-24, slang and colloquialisms move so fast you have the risk of only being able to use the advert or slogan for a limited time before if becomes outdated. 

We’re all familiar with KFC’s slogan of ‘It’s finger-lickin’ good!’, but when the fast food chain attempted to break into Beijing the unfortunate slogan took a strange transformation… 

An advert that expressed anything "British" would never work in Ireland, or India, because because do not associate "Britishness", with connotations the British might i.e luxury, royalty, tradition. The connotations in those are become, Oppressors, invaders. And an advertisement that contains the phrase "the craic" will work in Ireland, in the sense that they will understand the meaning. However is that advertisement were to publish in America, there would be accusations of drug promotion.

Keeping on that note, i will leave you with one final example of the downfalls that advertisements can face in translation their message to another country and culture.