Images

Images are representations that can visualize impression, expression or realism. An image can be a photograph, a computer rendering, a painting, or another format. Images catch the attention, inspire, address emotions, improve recall, and initiate discussions. Images are instant and rapid, instructive, and they facilitate learning. A subtype are visual metaphors. They support recall, lead to a-ha effects, and support reasoning and communication.

Target markets

Target market is a group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group.

Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments.

Target marketing can be the key to a small business’s success.

The beauty of target marketing is that it makes the promotion, pricing and distribution of products and/or services easier and more cost-effective. Target marketing provides a focus to all of marketing activities.

For example to open a catering business offering catering services in the client’s home, instead of advertising with a newspaper insert that goes out to everyone, it could target its’ market with a direct mail campaign that went only to particular residents.

While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of the most common types are:

Geographic segmentation – based on location such as home addresses;

Demographic segmentation – based on measurable statistics, such as age or income;

Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers.

NESCAFE

The beginnings of NESCAFÉ can be traced all the way back to 1930, when the Brazilian government first approached Nestlé. Nestle coffee specialist, Max Morgenthaler, and his team set out to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavour. After seven long years of research in their Swiss laboratories, they found the answer.

Quality guaranteed – since 1938!

The new product was named NESCAFÉ – a combination of the Nes-root of Nestlé and the word café. NESCAFÉ was first introduced in Switzerland, on April 1st, 1938. For the first half of the next decade, however, World War II hindered its success in Europe. NESCAFÉ was soon exported to France, Great Britain and the USA. American forces played a key role in re-launching NESCAFÉ in Europe by virtue of the fact that it was included in their food rations. Its popularity grew rapidly through the rest of the decade. By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffee-houses to hear the new rock ’n’ roll music. In 1965 NESCAFÉ continued to bring you the world's best cup of coffee by introducing freeze-dried soluble coffee with the launch of Gold Blend. A few years later we invented a new technology to capture more aroma and flavour from every single coffee bean. In 1994 the 'full aroma' process was invented to make the unique quality and character of NESCAFÉ even better.

Coffee facts

It can take up to four years for a coffee tree to reach mature production.

Each cherry consists of two coffee beans.

The 2 main types of commercially grown coffee are Arabica and Robusta. Arabica beans account for around 65% of total coffee production, Robusta make up the rest.

The word ‘coffee‘ originates from the Arabic word 'kaweh', meaning strength or vigour.

By the 9th Century, coffee was widely drunk in Persia. It was widespread throughout the Arabic world by the 15th Century.

After water, coffee is the 2nd most consumed beverage worldwide.

Your coffee's flavor is a delicate balance of characteristics, working together to create that perfect cup. Acidity, aroma and body are all components of flavour. The following are some of the more typical flavour characteristics:
Richness: refers to body and fullness.
Complexity: the perception of multiple flavours.
Balance: the satisfying presence of all the basic taste characteristics where no one element overwhelms another.

The Dutch began growing coffee on the island of Java, now part of Indonesia, in 1696.

Coffee reached Europe early in the 17th Century. Louis XIV and Pope Clement III were early converts to the drink.

The name NESCAFÉ is a unique and fancy combination of the NES root of Nestlé and of the world café.

The first coffee-house in England opened in Oxford, in 1650, and in London one year later. By 1700, there were some 2000 coffee-houses in the capital.

In the 1700s, a French naval officer, Gabriel Mathieu de Clieu, stole a cutting from the King’s coffee tree, in the Jardin des Plantes, in Paris, and took it to the Caribbean island of Martinique. Fifty years later, there were an estimated 18 million coffee trees there.

London‘s 17th-Century coffee-houses became known as ‘Penny Universities‘; for the price of a coffee it was possible to join in discussion with the artists, merchants and poets who frequented them. This led to Charles II attempting to close down coffee houses in 1676, thinking them hotbeds of political intrigue.

Bach composed the Coffee Cantata in honor of the drink. Beethoven was also an avid coffee drinker.

By 1800, Brazil had become the largest producer of coffee in the world.

An entire year’s output from one tree is scarcely enough to produce 500 grammes of soluble coffee.

Headlines:

1. The world’s second drink, nothing to add.(or what can I say)

2. Refreshing energy

3. Half energy, half water

4. Energy boost

5. Better mornings

6. 70 years of purity

7. The taste that that set by a very important people: our customers.

8. From a field to your cup

9. Coffee/Drink with a soul

Ads that i like

I THINK THIS ONE IS VERY CREATIVE AND PRETTY STRONG, BUT I WAS VERY SURPRISED WHE I WISITED THE SMART WEB-SITE THAT THEY HAVE ONLY RANGE OF 8 COLORS FOR THEIR CAR EXTERIOR AND 8 FOR INTERIOR.
I LIKE THE IDEA OF EVOLUTION IN THIS CAMPAIGN
PAUL SMITH! IT WAS UNDER THE BRIDGE IN LONDON. ONE OF THE BEST SOLUTIONS EVER! JUST HIS RECOGNIZABLE STRIPES.
THIS AD WAS ON ONE OF THE STREETS IN NEW YORK. NICE AND EFFECTIVE OUTDOR SOCIAL CAMPAIGN
I LIKED THE IDEA TO MIX DIGITAL/TECHNOLOGICAL SIDE WITH AN ACID FLOWS. NICE IMPACT. IT ATTRACTS ATTENTION.

I COULDN'T EVEN IMAGINE THAT THIS FAMOUS SPORT BRAND LOGOS CAN FORM A SNEAKER OF SUCH A GREAT SHAPE! THE BEST IDEA!LOVE IT!!

Reflection of thr year and taught sessions

The year was ok. I discovered a lot of new and interesting information and experience in advertising sphere. The projects were great. I had an opportunity to use and to develop my creative skills. I loved our trips to London and to New York. They were inspiring and helpful. I could see how does it work in the number one agencies.

There were only few disappointments. First one I that to my great regret Alison left us. I’m very happy for her. Her dream came true, but I liked her attitude to an advertising and her comments to my work. Second one is that Kay was out at the end of our term.

In whole the the studying process was a little bit unorganized. The tasks were mixed, there were lack of information provided(for example our PPD file and blog. We had to write about whole year but first time we heard about it in march.)

I really hope the next year would be better.

iMovie

We had a task to create our own iMovie project. It had to be a 1 min. movie. the theme was word "greed". The project was very interesting and fun. i made a storyline to that movie. here you can see it.

iMovie is a proprietary video editing software application which allows Mac users to edit their own home movies. It was originally released by Apple in 1999 as a Mac OS 8 application bundled with the first FireWire-enabled consumer Apple model – iMac DV. Since version 3, iMovie has been a Mac OS X only application bundled in the iLife suite of Macintosh applications.

iMovie imports video footage to the Mac using either the FireWire interface on most MiniDV format digital video cameras, the USB port, or by importing the files from a hard drive. From there, the user can edit the video clips, add titles, and add music. Effects include basic color correction and video enhancement tools, and transitions such as fade-in, fade-out, and slides.

THE IRVING PENN EXPERIENCE

Irving Penn Portraits

Irving Penn was one of the greatest photographers of our time. Focusing on his portraits of major cultural figures over the last seven decades, Irving Penn Portraits is a glorious celebration of his work in this genre.

The exhibition included over 120 exquisite prints, many vintage, ranging from his earliest portraits for Vogue magazine in 1944 to the present day. The variety and significance of sitters in Penn’s photographs is extraordinary. Among those featured in the exhibition were Truman Capote, Christian Dior, Duke Ellington, Alfred Hitchcock, Al Pacino, Edith Piaf and Pablo Picasso.

the exhebition was in National Portrait

Irving Penn Portraits
The exhibition covered all of Penn's portraiture collection and features major cultural icons and famous figures from all over the world. Starting with his work for Vogue magazine in the 1940s and ending with photos from his last shoots in the noughties, the array of faces on show is simply stunning given that the images were all taken by just one man.

Groundbreaking work
Having started work as a photographer for Vogue in 1944 Irving Penn soon made a break with the tradional style of shooting at the time and created a unique and groundbreaking style of his own. Fans of photography history will be thrilled to see portraits of the likes of Truman Capote and Max Ernst in this new and simplified style on show in the Irving Penn Portraits exhibition.

Famous portraits
Penn captured the image of hundreds of different celebrities, artists, actors, painters and musicians in his time. Amongst the portraits on show in the exhibition there were Pablo Picasso, Marlene Dietrich, Christian Dior, T.S. Eliot, Duke Ellington, Alfred Hitchcock, Edith Piaf, Harold Pinter and Igor Stravinsky.

Changing styles
As Irving Penn became more famous, his style of paired down simplicity began to become synonymous with his name. Taking close ups of his subjects, and using different visual tricks to get them to show their personality placed greater emphasis on his photographic skill and during the 50s he became renowned for introducing this new style.

Fashion photos

Asides from his iconic portrait style, there were several photos in the Irving Penn Portraits exhibition that represent his career as a fashion photographer. He had an enormous back catalogue of fashion and still life photographs to his name.

I loved that exhebition. I wa surpeised to find a lot of famous people portraits where they were depicted in unussual to their behavior of mimicry. the bad side wa that i didn't know almost a half of faces at that exhebition.

Toyota IQ

The Toyota iQ is a microcar introduced at the 2008 Geneva Auto Show, with Japanese sales beginning in October 2008 and UK sales in January 2009.

The name iQ, an initialism of the term intelligence quotient, recalls a competitor, the Smart Fortwo. According to Toyota, the i stands for "individuality" "innovation" and "intelligence", while the Q stands for "quality" and points to the iQ's "cubic" shape. It was Japanese Car of the Year for 2008.

The iQ was initially designed at the Toyota European Design and Development (Toyota ED2) studio in Nice, France.

The design emphasizes low fuel consumption, maneuverability, environmental friendliness, and maximized interior space. Six specific design factors contribute to IQ's minimal overhangs, forward windscreen location, maximized cabin space and overall compactness. These include a newly developed differential and a centre take-off steering gear, a flat fuel tank and rear-angled shock absorbers, a smaller heater/air conditioning unit and asymmetric dashboard, and a slimmer seat design.

The iQ achieves 65.69 mpg-imp (4.30 L/100 km; 54.70 mpg-US) by European standards.

The iQ includes nine airbags, dual frontal airbags, front seat-mounted side torso airbags, side curtain airbags, front passenger seat cushion airbag, a driver's knee airbag and a newly developed rear curtain airbag to protect backseat passengers' heads from rear end collisions. Vehicle Stability Control, traction control, anti-lock brakes, brake assist, and electronic brakeforce distribution comes standard.

Color symbolism

Colors are used as symbols by many cultures. But to understand the meaning of a symbol you have to know that culture! ( As a matter of fact there was a story with the “Blend a Med” brand (Procter and Gamble) campaign in Asia. Everything was great except one thing, the guys from Procter and Gamble didn’t take it into consideration that in Asia teeth of pearl color are much more attractive than shining white teeth. It almost cost them the whole campaign.)

Although some symbols are universal. What do you think the color red symbolizes in the cave paintings? Life, blood, or death?

Color psychology refers to investigating the effect of color on human behavior and feeling.

White

White is the color that represents purity, neutrality, sterility and youth. White is often associated with cleanliness or sterility. White is also associated with neutrality and peace — hence a white flag for surrender or parley. For the same reason it is a neutral color that will continue to be the preferred backdrop on websites and the "color" behind the color. In Western tradition the bride wears white, a custom dating back to Ancient Greece. There, the temple that was dedicated to the goddess Athene was made of white marble. It led to the linking of the color to virginity.

White is known for symbolizing light, reverence, purity, truth, snow, peace, innocence, cleanliness, simplicity, security, humility, sterility, winter, coldness, surrender, fearfulness, unimaginative, air, death (in Eastern cultures), life, marriage (in Western cultures), hope, bland, empty (interior) and January (winter).

Black

Main article: Black

Black is a multi-dimensional color that can mean classic or new. It has an ominous characteristic symbolizing death. Therefore it is used in Western cultures for funerals. It has an air of intelligence (graduation robes), marked with rebellion (the bad guy), shrouded in mystery (space). It typically symbolized absence, modernity, power, sophistication, formality, elegance, wealth, mystery, style, evil,(such as in films) death (in Western cultures), fear, emptiness, darkness, seriousness, conventionality, rebellion, anarchism, unity, sorrow, professionalism, and slimming quality (fashion)

Gray

Main article: Gray

Gray, somewhere between white (good) and black (evil), is a blasé color. It can symbolize elegance, humility, respect, reverence, stability, subtlety, wisdom, old age, pessimism, boredom, decay, decrepitude, dullness, pollution, urban sprawl, strong emotions, balance, neutrality, mourning, or formality.

For my opinion grey is a perfect color for background because all other colors are really vivid and qualitatively expressed on it.

Red

When used with a wide brush, red typically makes whatever it’s painted on look larger, whether it’s a torso or wingback chair. The color is bold and audacious, so it usually dilutes the colors around it. For this reason it’s used to accent and highlight objects of importance such as the stop light on a traffic signal.

Red is also said to make people hungry (McDonald's, Burgerville, corner cafés).

Red typically symbolizes passion, strength, bravery, danger, energy, fire, sex, love, romance, excitement, speed, heat, arrogance, ambition, leadership, courage, masculinity, power, danger, gaudiness, blood, war, anger, revolution, radicalism, Communism, aggression, respect, martyrs, the Holy Spirit, conservatism (US politics), Liberalism (Canadian politics), wealth (China) and marriage (India).

Orange

Orange is energy, enthusiasm and balance. It typically symbolizes happiness, energy, balance, heat, fire, enthusiasm, flamboyance, playfulness, gaudiness, autumn, desire, Sagittarius (star sign), and September. Orange has less intensity or aggression than red and is calmed by the cheerfulness of yellow. Orange is symbolic of the Royal family of the Netherlands. As such, in the Netherlands, Orange symbolizes royalty, and as William of Orange was the Calvinist color, orange symbolizes protestantism, particularly in Ireland (Orange Order).

Yellow

Yellow evokes feelings of happiness, when we are confronted with too much yellow we become annoyed or angered. Yellow typically symbolizes sunlight, joy, happiness, earth, optimism, intelligence, idealism, wealth (gold), summer, hope, air, liberalism, cowardice, illness (quarantine), fear, hazards, dishonesty, avarice, weakness, greed, decay or aging, femininity, gladness, sociability, friendship, Gemini, Taurus, Leo (golden yellow, star signs), April, September, deceit, hazard signs, death (Middle Ages), courage (Japan), royalty (China) and God (gold).

Green

Green is a color that soothes the eyes and produces a calming effect when seen. This is likely due to the association with the greenery of nature. It’s also the color of spring, a time of rebirth and renewal.

Green symbolizes intelligence, nature, spring, fertility, youth, environment, wealth, money (US), good luck, vigor, generosity, go, grass, coldness, cunning, jealousy, pervertedness (Spain), deceit, disgrace (China), illness, greed, ,corruption (North Africa), life eternal, air, earth (classical element), sincerity, Cancer (bright green, star sign), renewal, natural abundance, growth, health, August, balance, harmony, stability, calming, creative intelligence, Islam, and the ordinary.

Blue

Blue can symbolize seas, men, clouds (New Zealand), productive, interior, skies, peace, unity, harmony, tranquility, calmness, trust, coolness, confidence, conservatism, water, ice, loyalty, dependability, technology, winter, depression, coldness, idealism, air, wisdom, royalty, nobility, Earth (planet), Virgo (light blue), Pisces (pale blue) and Aquarius (dark blue, star sign), strength, steadfastness, light, friendliness, peace, mourning (Iran), truthfulness, love, liberalism (US politics), and conservatism (UK, Canadian & European politics). In many diverse cultures, blue is significant in religious beliefs. It is held to keep the bad spirits, stupidity and misfortune away.

Indigo

Indigo symbolizes spirituality and intuition. In the Seven rays belief system, indigo is believed to represent both love and wisdom.

Violet

Violet symbolizes magic. In Chinese painting, the color violet represents the harmony of the universe because it is a combination of red (yang) and blue (yin). In the United Kingdom it is traditional to package chocolate in violet colored packaging because of the association of the color royal purple with luxury.

Purple

The culture of thailand considers purple to be the color of mourning. This is different from western cultures, where purple is the color of royalty and wisdom. The Purple Heart, a military honor given to those wounded or killed in the United States military, embodies both purple attributes. Purple can symbolize nobility, envy, sensuality, spirituality, creativity, wealth, royalty, nostalgia, ceremony, mystery, wisdom, enlightenment, arrogance, flamboyance, gaudiness, mourning, exaggeration, profanity, bisexuality, pride, May, November, riches, romanticism (light purple), delicacy (light purple), and penance. Purple is the color of mourning for widows in Thailand. Purple was also the color of dye that corkers used to make the king and queen's clothing^.

Magenta

Magenta symbolized artistic creativity or anti-racism.

Rose

Rose symbolizes optimism (as opposed to the gray which is used to represent pessimism) or romantic love (since it is the color of roses, which it is the custom to give to ones beloved in many cultures). It also represents innocence, romance, love, and simplicity.

Pink

Pink is a sister color of red, but they are very different in terms of symbolism. It is a tranquilizing color. For this reason in many prisons the cells of the most dangerous residents have been painted pink. It symbolizes spring, gratitude, appreciation, admiration, sympathy, socialism, femininity , health, love, romance, June, marriage, joy, flirtatiousness, innocence and child-like features.

Brown

Brown is the color of soil, giving it an earthy, environmental quality which is popularly coupled with green. Shades of brown represent skin tones and produce a comforting feeling. Brown symbolizes calm, boldness, depth, natural organisms, nature, richness, rusticity, stability, tradition, anachronism, fascism, boorishness, dullness, filth, heaviness, poverty, roughness, earth (classical element), October, and the quality of being down-to-earth. Brown can stimulate the appetite, wholesomeness, steadfastness, simplicity, friendliness, and dependability. Ironically, brown is also associated with disgust^.

Symbol

A symbol is something such as an object, picture, written word, sound, or particular mark that represents something else by association, resemblance, or convention. For example, a red octagon may be a symbol for "STOP". On maps, crossed sabres may indicate a battlefield. Numerals are symbols for numbers. All language consists of symbols. The word "cat" is not a cat, but is an arbitrary symbol representing the idea of a cat. A certain symbol might represent a town, city or a village of some sort.

The use of symbols is often attributed to being unique to homo sapiens. Humans use symbols in a variety of different ways. For example, written languages are composed of a variety of different symbols that create words. Through these written words, humans communicate with each other.

Some writers distinguish between a sign and a symbol. In this case, a sign is purely formal, having no resemblance to the object it represents, while a symbol suggests or resembles the object it represents. When this distinction is made, the word "cat" is a sign but the crossed sabers indicating a battlefield on a map are a symbol.

Body language.

Movements and gestures by the hands, arms, legs, and other parts of the body and face are the most pervasive types of nonverbal messages and the most difficult to control. It is estimated that there are over 200.000 physical signs capable of stimulating meaning in another person (some social scientists state even 700.000). For example, there are 23 distinct eyebrow movements, each capable of stimulating a different meaning.

Humans express attitudes toward themselves and vividly through body motions and posture. Bodies movements elucidate true messages about feeling that cannot be masked. Because such avenues of communication are visual, they travel much farther than spoken words and are unaffected by the presence of noise that interrupt, or cancels out speech.

Gestures

A gesture is a form of non-verbal communication in which visible bodily actions are used to communicate particular messages, either in place of speech or together and in parallel with spoken words. Gestures include movement of the hands, face, or other parts of the body. A single emblematic gesture can a have very different significance in different cultural contexts, ranging from complimentary to highly offensive.

There are a lot of different gestures ways to make them (using one hand, using two hands, hand with body gestures, body and facial gestures) but I don’t want to spend time for describing all of them.

Postures

Postures as well as gestures are used to indicate attitudes, status, affective moods, approval, deception, warmth, and other variables related to inner emotions.

Facial expressions

Next to words the human face is the primary source of information for determining an individual’s internal feelings.

Facial expressions may be unintentional or intentional.

The facial expression for fear is an example of an involuntary gesture - people generally do not think of how to move facial muscles when truly frightened.

Facial expressions can also be voluntary, as when an individual wants deliberately to hide feelings for different reasons

.

Often people try to hide feelings and emotions behind masks. The frown, jutting chin, raise eyebrow, open mouth, and sneer are facial expressions that can betray and ultimately broadcast deception. All humans are capable of faking a happy or a sad face, a smile or a frown. I found interesting statement that the timing gives them away. They cannot determine how long to keep it or how quickly to let it go. Makes sense.

Eyes

The most dominant and reliable features of the face, the eyes, provide a constant channel of communication. They can be shifty and evasive; convey hate, fear, and guilt; or express confidence, love, and support. The eyes of the man converse as much as their tongues, with the advantage that the ocular dialect needs no dictionary, but is understood, all the world over. When the eye say one thing, and the tongue another, a practiced man relies on eye. Normal eye dilation is not under control of the individual. But when looking at something pleasing, an individual’s pupil will measurably dilate; when viewing something displeasing, the pupils will constrict.

What is COMMUNICATION!?

Communication in general is process of sending and receiving messages that enables humans to share knowledge, attitudes, and skills. Communication is composed of two dimensions – verbal(such as speech) and nonverbal (such as body language, sign language, paralanguage, touch, eye contact, and writing.). Nonverbal communication has been defined as communication without words. It includes apparent behaviors such as facial expressions, eyes, touching, and tone of voice, as well as less obvious messages such as dress, posture and spatial distance between two or more people.

Everything communicates, including material objects, physical space, and time systems. Although verbal output can be turned off, nonverbal cannot. Even silence speaks.

Activity or inactivity, words or silence all have message value.

Humans use nonverbal communication because:

Words have limitations: There are numerous areas where nonverbal communication is more effective than verbal (when explain the shape, directions, personalities are expressed nonverbally)

Nonverbal signal are powerful: Nonverbal cues primary express inner feelings (verbal messages deal basically with outside world).

Nonverbal message are likely to be more genuine: because nonverbal behaviors cannot be controlled as easily as spoken words.

Nonverbal signals can express feelings inappropriate to state: Social etiquette limits what can be said, but nonverbal cues can communicate thoughts.

A separate communication channel is necessary to help send complex messages: A speaker can add enormously to the complexity of the verbal message through simple nonverbal signals.

So let’s talk about nonverbal means of communication. They are:

body language;

sign language;

paralanguage,

touch,

eye contact,

writing.