Bad Gal Lash: Slogan

Slogan for Bad Gal Lash: "Bad is Better."

This slogan can be taken as a double meaning. Saying both that life is better when you live it bad, and simply that Bad Gal Lash is better. 

So many mascara ads push the products special components that make it different, but what makes Bad Gal Lash so special is the fantasy lifestyle it creates. Bad Gal Lash can give any woman the ability to feel rebellious and in tough with their “bad” side. It is perfect when through a product the consumer can become more of themselves. And Bad Gal Lash helps their customers become more in touch with their inner (or not so inner) wild child. 

Creating a slogan or tag line is a huge part of branding a product. "Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience. Branding is the creation of a comprehensive, strategic, and unique program for a brand or group, with an eye toward building a relationship with people based on how they experience—interact and use—the brand or group." (Advertising by Design,Landa,50)

Another positive aspect of the slogan, “Bad is Better,” is that is simple and easy to remember. Not to mention the alliteration that makes it even more catchy. 

Through the slogan that states, “Bad is Better.”, Bad Gal Lash can portray the message that their mascara is better, as well as the product’s rebellious brand personality. From mascara, to a girls gone wild-esque party, Bad is Better. 

"The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns" (Landa. Advertising by Design, 102) The tagline, "Bad is Better," conveys the brands spirit; and evens conveys the benefit, that is is simply a better mascara!

Week 6 EOC: Vintage Ads

This week we explored vintage advertisements. A key element that I noticed was that vintage ads often highlight a products specific components or ingredients.

The first example that I have found, is an advertisement for Certs mints. The commercial highlights the fact that Certs contain  "Retsyn," a trademarked name for a mixture of copper gluconate, hydrogenated cottonseed oil, and flavoring. It is the copper gluconate in Retsyn which gives Certs its signature green flecks.

In the 1950s and 1960s, Crest toothpaste emphasized their fluoristan content. At first it used stannous fluoride, marketed as "Fluoristan" (this was also the original brand name it was sold under—it was later changed from "Fluoristan" to "Crest with Fluoristan").

(http://bvikkivintage.blogspot.com/2009/10/vintage-crest-ads-from-196-1964.html)

I also noticed the advertisement of specific fabric contents. I see ads in the present day for things like cotton and Lycra, but these don't seem as popular as vintage fabric ads. The following in a vintage ad for Orlon. The Dupont Corporation created the first acrylic fibers in 1941 and trademarked them under the name Orlon.

(http://www.what-the-frock.com/2011_12_01_archive.html)

Week 5 EOC-Superbowl Ad

A Superbowl commercial that did an excellent job of resonating with the audience and conveying their brand idea, was Busweiser and the The Clydesdales: "Brotherhood" advertisement. 

If you missed it, watch the commercial below:

The commercial can be broken down by looking at the following six factors. 

• The nature of the brand or group
• The nature of Budweiser is all American. The "Brotherhood" ad conveys this by showing a man raising something he loves to achieve greatness, kind of like the American dream.
•  The goals of differentiation and distinction
• Budweiser did a perfect job of differentiating themselves in this advertisement. They used emotion to gain viewers attention, and made them remember the commercial. According to  an article on Mashable, the Brotherhood ad was the number three most shares Superbowl commercial of all time. (http://mashable.com/2013/02/04/budweisers-clydesdale-no-3-most-shared/)
•  A strategic brand personality
• Everyone associates Budweiser with the iconic Clydesdales. That is exactly why views not only remember this ad, they more importantly remember what the ad was for. 
• The target audience
• The target audience of this particular ad was very wide, since such a wide variety of American people watch the Superbowl. Yet, Budweiser did a fabulous job of appealing to the diverse audience. The "Brotherhood" story can appeal to and strike a cord almost anyone. 
• What is important to the target audience
• Yet again, a broad audience means many different things are important to them. The Brotherhood commercial zeroed in on something that is important to any normal American: friendship.
•  Positioning
• The Superbowl was the perfect place for Budweiser to bring back an emotional ad featuring the iconic Clydesdales. People will be talking about the ad for months to come. As Slate.com called the ad, it was "powerful and memorable." (http://www.slate.com/articles/business/ad_report_card/2013/02/_2013_super_bowl_ads_godaddy_budweiser_mercedes_blackberry_samsung_and_the.3.html)

One more thing I think I should mention: I sat down and watched the entire Superbowl this year, and the only think I bothered to tweet about was the Budweiser "Brotherhood" commercial.

Week 4 EOC: Women in Advertising

The two above ads very well illustrate the difference between women's roles in advertising in the passed, compared to modern times. The vintage advertisement, and modern ad are distinctly different because the older ad is in a way derogatory towards women, while the modern Nike ad is meant to be empowering. 

In passed decades, a women's role in advertisements was often in the kitchen, taking care of the home etc., while today women can be seen in all places and in all sorts of advertising. Although, while a was researched women in modern advertisements, I did come across quite a few that were derogatory and objectified women.

What is different now, is that it is normal for women to be seen in powerful positions. Most people are not surprised when an advertisement features women in charge. The particular modern Nike ad pictures above encourages women to be better than men, and challenges them in a way. In vintage ads, it was normal for women to be complacent and perfectly happy making sure dinner is ready for their husband every night. Obviously, this is no longer the case.