Got Legs Creating an Ad Campaign with Staying Power

GOT LEGS? CREATING AN AD CAMPAIGN WITH STAYING POWER Quiz time: What’s the key to crafting an advertising concept that works? A.) Finding a hot celebrity to endorse your product or service B.) Changing your tagline and logo every six months so consumers won’t get bored C.) Coming up with a basic concept and tagline that’s flexible, memorable, and can be used for the long haul OK, class. Time’s up. Put down your pencils. The correct answer is â€Å"C†. Today’s lesson is about creating an advertising campaign that has â€Å"legs† – meaning, a concept that’s flexible enough to grow and change while maintaining your company’s branding and identity. A campaign like that is worth way more than getting a hot celebrity spokesperson, and it’s a lot easier than trying to reinvent yourself twice a year (and confusing/alienating customers in the process). Not sure if your campaign has legs? Ask yourself a couple of questions as you go: †¢ Does this campaign lend itself well to several types of ads? For instance, if you have a very elaborate concept that only works, say, on television, you may be thinking too narrow. Most (but not all) good campaigns with legs are flexible enough to work in print, on the radio, and on TV. †¢ Is my tagline too specific? A solid tagline is critical to a campaign that can change with the times – and with the company. For example, let’s say you have a smallish auto repair client that specializes in brake jobs, but they hope to expand in the next year or so and add things like transmission repair, body work, etc. A tagline like â€Å"It’s Brake Time† (yes, that’s corny, I know – just an example, OK?) might work for a while. But, when it comes time for expansion, you’ve got two choices: 1. Reworking the company’s identity altogether (meaning, a new advertising concept). 2. Cramming new concepts into the old concept. As in, â€Å"It’s Brake/Transmission/Body Work Time.† Doesn’t exactly roll off the tongue, does it? †¢ Is my campaign too trendy? If you’re looking for real staying power, I’d caution against getting too dependent on popular culture for your next ad concept. Hanging your whole campaign on a popular song/reality-TV star/catchphrase might seem like a good idea at the time, but it’s an easy way to look dated fast. An ad campaign with legs always looks fresh. Need a few sources of inspiration? Check out these great campaigns with â€Å"legs. â€Å"For everything else, there’s Mastercard†: A great, flexible tagline that lent itself to an almost unlimited range of situations and storylines. The Geico Caveman: Okay, so maybe the TV show wasn’t such a good idea. But, as an ad concept, it worked to help Geico carve out an identity. The Absolut Vodka Ads: I haven’t seen these in a while, but they were everywhere in the 90s. Personally, this campaign is one of my all-time favorites – these ads were so simple in concept, but you just had to notice them. Have a favorite â€Å"campaign with legs†? Leave us a comment and let us know!

The Definition of Inflection

The Definition of Inflection Definition of Inflection The change in the form of a word to indicate a change in its grammatical usage. In both English and Spanish, a noun can be inflected to indicate a change in number (that is, to indicate whether it is singular or plural) or gender (although changes in gender are unusual in English). In both languages,  conjugation  is the inflection of verbs to indicate tense, mood,  and  person. In Spanish, adjectives are inflected to indicate gender and number. The inflection can take the form of a prefix,  a suffix, a change in the word ending or beginning, or a change in the way the word root is formed. (In both English and Spanish, prefixes arent used for inflection, although they can change the meanings of words.)  In both languages, the suffix and changed word ending are the most common inflections. For example, both languages typically add an -s or -es to indicate that a word is plural, and Spanish frequently changes word endings to indicate gender. Similarly, both languages can add a suffix or change the word ending to indicate verb tenses (although English does so only for the past tense). In both languages, changes in the root word are also used in some irregular verbs. For example, the difference in tense can be seen in changing I go to I went, the same as the corresponding Spanish term,  voy,  changes to  fui  to indicate the change in tense. Greek and Russian are examples of highly inflected languages. Spanish is moderately inflected, more so than English, but not as much as Greek or Russian. Chinese is an example of a language that has little inflection. In general, word order tends to be more important in languages that have more inflection. You can see how this plays out in English and Spanish: Spanish, the more inflected language, also requires more attention to word order. There is also a second meaning for inflection. It can refer to how words are stressed or given tone. For example, a question is often inflected in raising the tone at the end of a sentence. Inflection is known as either inflexià ³n  (change of voice) or flexià ³n (grammatical change) in Spanish. Examples of Inflection Inflected differences are shown in boldface: Tengo un coche rojo. Tengo dos coches rojos. (I have a red  car. I have two red  cars.) Pablo es actor. Ana es actriz. (Pablo is an actor. Ana is an actress.) Samuel es abogado. Katarina es abogada. (Samuel is a lawyer. Katarina is a lawyer.) Abre la ventana. Le gusta ventanear. (She is opening the window. She likes being by the window.) Soy rico. Si fuera rico, comprarà ­a otro coche. (I am rich. If I were rich, I would buy another car.) Como  carne. Comà ­ la carne. (I eat meat. I ate the meat.) La mujer est  feliz. Las mujeres estn felices. (The woman is happy. The women are happy.) Corre cada dà ­a. Le gusta correr. (He ru ns daily. He likes running.)

Effects on Saudi Arabia due to the events of the winter of 2010-2011 Research Paper

Effects on Saudi Arabia due to the events of the winter of 2010-2011 - Research Paper Example Saudi allies have fallen out of power in recent months, including former Egyptian president Hosni Mubarak. King Abdullah of Saudi Arabia responded quickly by distributing about $36 billion in state funds to youth throughout the country, hoping that money would satisfy any lurking desire to follow the examples of other Arab populations. The result, however, of the Arab uprisings has affected the population of Saudi Arabia, as demands for reform are being offered to the government while protests are emerging for different causes but with small turnouts. The list of demands includes lower taxes, better support for those unable to work, a solution to unemployment rates, higher minimum wages, and a cancellation of some restrictions on women (Bar’el). However, this is hardly radical, as this list calls for only a brief number of economic changes and very little social reform, even concerning women. What it lacks is any demand for governmental reform, regime change, civil liberties, or religious freedom. When compared to the revolutions of other Arab states, the issues in Saudi Arabia are of an entirely different nature. These demonstrations, however, have already been met with a violent response, urging them into the same categories of neighboring movements. Human Rights Watch claims that over 160 dissidents have been locked up since February. Protests were not limited to the usual Sunni Muslim citizens of Saudi Arabia, but also consisted of separate movements by Shia members of society who were speaking out against religious intolerance and the imprisonment of peaceful activists. As if reaffirming what the Shia Muslims were protesting, Saudi police made arrests in April that included a prominent intellectual leader of the Shia sect, Al-Saeed al-Majid. (HRW) The Saudi government has been forced into a position of vigilance, as it intends to swift put down any attempt to destabilize the country. Grand Mufti Sheikh Abdul Aziz bin Abdullah al-Sheikh, a top Muslim authority with close ties to the Saudi royal family, decried the uprisings as â€Å"chaotic acts† that â€Å"have come from the enemies of Islam and those who serve them†. (Saudi) This statement may refer to Western powers, although Saudi Arabia usually depends on the American military for security on its borders and throughout the region—especially in the Gulf. The Gulf itself is in many ways entirely separate from the greater Arab world in that it tends to look inward rather than out. While Tunisia, Libya, and Egypt all have been concerned with their own neighbors as well as what is happening within their borders, Saudi Arabia looks across the Gulf to Iran, a rising Persian Shia power that is the antithesis of the Arab Sunni monarchy in the Arabian Peninsula. The Grand Mufti’s quote may indeed be referring to Iran and the Shia sect as the enemies of Islam, thus supporting Saudi crackdown on Shia protests. Saudi Arabia has taken specific action outside its borders, and has arguably put more focus into its foreign policy over its domestic policy in reaction to the regional uprisings. Saudi Arabia’s neighbor, Bahrain, is a Sunni monarchy as well, but rules over a Shia Muslim majority. In Bahrain, the government faced a grave threat as its citizens sought to uproot the monarchy, and the Saudi

Intrapersonal Communication Essay Example | Topics and Well Written Essays - 3500 words

Intrapersonal Communication - Essay Example Intrapersonal communication serves as the foundation for interpersonal communication since interpersonal communication involves intrapersonal communication. It is when another person is considered in the transaction, it is that interpersonal communication takes place. Conversation, dialogue and interview are examples of this level of communication. Another form of interpersonal communication is that which occurs within a group of persons (examples of this are focused group discussions, symposium, and debate). It may also be for a group of persons or commonly known as public communication. These communicative acts may be conducted in a face-to-face situation in a specific context or situation, or with the intervention of a medium, such as the television, radio, etc. The latter form or level of communication refers to mass communication. Individuals engage in a communicative act for several reasons, namely: to get acquainted with others, to express emotions to others, to share information, to influence others' views or to build relationships. In a sense when individuals communicate, a common ground is established, where personal differences such as point of views meet. Hence we can say that communication is inevitable and vital for everyone's existence. We engage in a communicative act whether we like it or not, hence it is essential that we understand the different elements involved in the communication process. This paper will delve much on the interpersonal level of communication. Some the techniques or interpersonal skills that will help an individual to be a more sensible communicator ensuring an active exchange of ideas hence, promoting a stronger and deeper relationship with other individuals involve in the transaction or the communicative act will be discussed along the way. After giving you a brief explanation on the different levels of communication and the functions that communication serve in human existence, we shall now go into the details of the interpersonal level of communication. Interpersonal communication is humanity's most important characteristic and its greatest accomplishment. It is an individual's ability to turn meaningless grunts into spoken and written words, through which they are able to make known their needs, wants, ideas and feelings. It is a process aimed at creating a

Systems analysis Essay Example | Topics and Well Written Essays - 250 words

Systems analysis - Essay Example How are they ever going to reach out to far-sought village areas in third world countries while innovating itself the way no other company has ever exceeded them? If such is the case, then Google has to expound the global reach of the internet not only literally but as well as figuratively. Reaching novel systems analysis and design also requires the need for first world countries to reach out to third world entities who are unable to out-race their first world counterparts. Information technology has not only been confounded to software and hardware problems, requirements, design, and analysis. With the fast rise of developed nations, companies like Google are also socially responsible for reaching out to rural communities and bring them outside their shells, gradually introduce them to global technology, and make them an active integral part of information technology. In today’s systems analysis and design, there is a need to emphasize social responsibility in order to accom plish one’s mission, vision, and goals. And what makes Google ahead of everyone else is that they were able to realize the need to devote their time, effort, energy, and resources to rural communities in India to be able to send the message that Google is here to help.

Safeguarding the Welfare and Innocence of a Child

Safeguarding the Welfare and Innocence of a Child Childhood experiences differ from person to person in many ways. One’s personal experience of childhood is likely to affect their understanding of childhood and their ideal vision of childhood. When I reminisce about childhood, the ideal vision of children frolicking around the park, having fun and carefree days comes to mind. As described by Rousseau, childhood is a brief period of sanctuary before encountering the perils and hardships of adulthood. This line by Rousseau: Why fill with bitterness the fleeting early days of childhood, days which will no more return for them than for you? encapsulates my ideal vision of childhood, a time of pure innocence that will never be recaptured and should be the best time of our lives (Hutchison Charlesworth 2000; Wood 2003). Brought up in Singapore as the youngest child in a family of four, my childhood experience was built upon an â€Å"Asian construction of childhood† with beliefs and ideas of Asian cultural influence. However , being the youngest child made me the perpetual â€Å"baby† of the family, with constant protection and showering of care. Coupled with the media’s constant representation of the innocent child through various movies and images, my view of childhood is inevitably skewed towards this image. The image of innocence recognizes a child’s vulnerability and immaturity, reflecting the need to provide care and protection in order to preserve the physical and spiritual purity of the child. James Prout (1990) recognized that while childhood innocence is a socially constructed phenomenon, biological immaturity is a fact of childhood. Therefore in this image, childhood is viewed separately from adulthood, with the responsibility of the young and innocent firmly in the hands of adults. It is further supported by the code of ethics in the UN Convention on the Rights of the Child (CRC), where adults are in a position of power, with the expectation of making decisions in the best interests of the child due to their innocence and perceived incapability of making the right decisions. In my experience of childhood, my brother and I were kept on constant adult supervision without the need or option to make any decisions. Everything was taken care of by Linda, our domestic worker fr om the Philippines and she was tasked to follow instructions and daily routines set out for us by my parents. Rousseau noted that children are born into an original natural state of essential goodness. However, their closeness with nature and natural goodness is being threatened or degraded by culture. In my infant years, protecting us from the ‘corruption’ of society was exactly what my parents wanted by limiting our exposure to sources of corruption such as violence in music, television and games. Postman (1983) highlighted a shift away from child innocence due to the myriad of media universally available to children. In recent years, the proliferation of technology and wider exposure to the Internet further deepened my view of the need to protect a child’s innocence. With more children playing games on internet-ready devices like the iPads, the ‘corruption’ of society slowly creeping into a child’s environment even without stepping out of h ome. While the image of innocence seem ideal at the infant stage to protect their innocence, upon further consideration, critics highlighted that continual treatment of a child in this view may hamper their development. . This is where I feel the limiting of experience and of opportunity may be critical and damaging for the child. As highlighted by Woodrow (1999), maintaining this focus as a child matures will deny them agency and inhibits the potential development of skills required to handle challenges in the future. With adults perceived as having power and responsibility over and for children, this raises another debatable point of whether they are always acting in the best interest of the child. In this construct of childhood innocence, Hutchison and Charlesworth (2000) argue that childhood becomes sentimentalized, while Docket (1998) feels that this nostalgic view stops us taking children seriously. Upon reflecting on my initial understanding and experience of the image of innocence, perhaps childhood consists of transitional phases consisting of multiple definitional perspectives. A transition into the frame of child development is a solution to progressively give a child more agency and Piaget’s view on childhood encapsulates it. Piaget noted the conception of childhood as certain transition stages of their lives at about 18 months, 7 years and 11 or 12 years, where a child will develop from immaturity to rationality, increasing their ability to understand their surroundings and have new capabilities to undertake certain tasks. The child is now viewed in the image of an embryo adult, seen as ‘human becomings’ rather than ‘human beings’ in preparation for the future (Hutchison Charlesworth 2000). At the early stages, as the child is positioned as less knowing, it is the responsibility of parents to use their own knowledge or resources to groom and nurture the abilities of their children at home. Upon attending school, the child is subjected to a politically influenced curriculum designed by teachers, which pushes them to achieve results and judged on standardized tests (Woodrow 1999). In relating my childhood experience in this perspective, grooming a child to undertake certain tasks is a challenge and very much depends on whether the agentic child is willing to accept it. At the age of 7, I was enrolled for swimming lessons but strongly refused to do so due to my immaturity and lack of understanding about it. However, after carefully explaining to me the importance of swimming as a life skill 2 years later, the increase in rationality and readiness led me to acquire new capabilities. In other instances, I was coerced to accompany my older brother in attending other courses beyond my will, and such scenarios depict images of a tyrannical adult as opposed to loving guides. Therefore, the adult must take special considerat ion when faced with such situations, as it may result in the poor emotional connection between children and adults as noted by Hoffman (2000) within this construct of childhood. In addition to this, the adult will have to constantly ensure a child’s needs for emotional stability, security, confidence, self-esteem are met. These images are never stable or unitary and their meanings are contestable. It is easy to over-simplify and homogenize the idea of childhood, and the children who go through that phase of life, ignoring cultural influence that children experience which differentially produce conceptions of childhood (Woodrow 1999). Everyone’s childhood is a unique phase of life. The only commonality is how one’s childhood is a determining factor of how their life shapes out to be, and the way it will influence childhood for their kids. To a child, what matters most is parents, as they will learn everything from them. The underlying idea of childhood is complex, and the role that adults play is rather confusing. The UN CRC states that all children have a right to speak freely and to be listened to by adults over decisions that affect them. While we recognize that a child has the right to be heard, and that they should have a say in their plans for the future, just to how much extent should they be given that freedom? By putting power and responsibility in the hands of children, does this confuse the role of adults and their responsibilities of shaping childhood? How will this affect an adult’s role in making decisions in the best interest of the child? On the topic of best interest of a child, an adult should act in the best interest of the child, but what’s best for the child may not exactly be in the same view in the eyes of the child. Also, an adult may not always act in the best interest of the child but rather, the most convenient option. How then are we going to police what’s right and what’s wrong. There can be guidelines in place but whether it’s enforced in the compounds of a home is something beyond our control. At the end of the day, there’s no single correct way of raising a child, as there are way too many variables to consider. Each child is different, each parents has their own views on how to raise a child. We are unclear who is in charge of childhood: teachers, parents, politicians, or children themselves? Alongside listening to children, the real question we need to be asking, as parents, educators, employers and politicians, is: have we created a society that has destroyed the childhood we want for our children?

Essay example --

Topic: I am studying about heritage languages and bilingualism because I want to find out how one’s language shapes his or her identity in an increasingly globalized society in order to understand why there is still a fear among many immigrants and their descendants of teaching their children their heritage language. Based on the science and research done on bilingualism, learning a heritage or second language while growing up has minimal to no adverse affects on language development and social class. Rather, language presents an opportunity to elevate one’s culture, personality, and identity. For America, heritage and second language education is vital to sustaining its worldwide influence as the world becomes more globalized. Coca-Cola. â€Å"Coca-Cola – It’s Beautiful – Official :60.† YouTube. YouTube, 2 February 2014. Web. 2 February 2014. The main claim of this Coca-Cola commercial is that every American, regardless of ethnicity, religion, and sexuality, enjoys drinking Coca-Cola and so the audience should as well. The sub-claim here is that America is a nation consisting of diverse individuals with backgrounds stemming from around the world. The grounds for this sub-claim are the various scenes in which a variety of Americans are depicted enjoying the freedoms of America with â€Å"America the Beautiful† being sung in multiple languages in the background. This Coca-Cola commercial appeals to the pathos of the American audience with the incorporation of the iconic, patriotic song and the breadth of minorities represented in the video. The multilingual singing of the song had to be a deliberate choice since Coca-Cola could have very easily shown the same clips of the diverse Americans with the English version. This implies that Coca-Co... ... child’s life may simply lead to greater psychological difficulties because of the child’s overwhelming feeling of abandonment. I intend to juxtapose these two pieces in my paper. De Houwer’s article coincides the most with Landau’s in that both agree bilingualism does not create any significant child development issues and that the benefits outweigh the costs. The language used in this article is intended for a general audience, which can promote discussions and questions. As for the credibility of de Houwer, she is currently Professor of Language Acquisition and Language Teaching at the University of Erfurt in Germany, and she is heavily involved with multiple linguistics organizations. At the time of this article’s writing, she taught at the University of Antwerp and Science Foundation of Flanders, Belgium. Therefore, this is clearly a scholarly, credible source.