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.

Strategy lines:(the proposition was: “the smallest car in the world foe four passengers”)

Small and useful.

Small but useful.

Small but big.

It could be your key holder.

Like a small gadget.

Gadget for four.

Fifth wouldn’t fit.

So small that fifth wouldn’t fit.

Smallest for four.

Stretches for four.

Small but stretches for four.

Yes it is for four.

So big for two so small for four.

If it would be smaller – it would be weird. (Any smaller would be weird.)

I came up with a combination of strategies “Smallest for four” and “Any smaller would be weird.”

Firstly it was “If it would be smaller – it would be weird” but I was given an advice to make it shorter. As an example my tutor gave me a shorter variant of strategy line. It was “Any smaller would be weird.” I loved it and decided to make it as my strategy line. Although I’m still confused, whether it is a complex strategy line that consists of two expressions or the strategy line is “Smallest for four” and “Any smaller would be weird” is an explanation of main idea.

How I came up with idea? It is simple. I browsed the web for pictures of TOYOTA IQ to realize its actual size. As I understood it was so small that it became obvious to me that if the car would be smaller it would have different shape. It would probably have the shape that is not usual to our perception. It would be something strange. So I tried to imagine the weirdest shapes of car and I made sketches. That’s how my campaign appeared. After my presentation to class the suggestion appeared that my campaign would look better if the logo was smaller and if there was a small drawing of original TOYOTA IQ car.

How to conduct a SWOT analysis.

1) Assessment. 
What's going on in the market, What's the history, the current situation. What are the major trends in the market, what's the future looking like? With the product. With competitors. With consumer attitudes.

2) Action
What should your client do about the the most significant opportunities or problems presented by the situation? What should you do with the brand. With direct marketing. The Web site. The way the company is positioned.

A SWOT analysis will help you figure out the "What's going on" part. And figure it out quickly.

The "What to do" part of your ad strategy should follow logically from the "What's going on" part.

Example: Say the SWOT analysis reveals that there is serious and growing competition from price slashers.

Strong strategies

The third and strongest form of creative strategy includes affective advertising and resonance advertising.

Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible.

A great example of affective advertising is found in the “Geico” commercials. By creating a friendly, honest, funny gecko as a spokesperson, consumers tend to trust what the gecko is saying and find humor in his actions. This creates a good feeling about the actual service “Geico” offers.

Lastly, resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved.

An example of resonance advertising is in “Tide” detergent ads. Many times mothers are busy doing laundry in between sports practices and driving their children around in mini vans. Their recognition with soccer moms makes “Tide” a favorite pick among women with children who are very involved in activities.

Middle-strength strategies

Secondly, are the mid-strength strategies: unique positioning strategy, brand image and positioning.

A unique positioning strategy is proving that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it. An example of Unique Positioning Strategy would be in Crest toothpaste. Crest added the unique feature of Scope in their product to differentiate it from other brands of toothpaste.

A downfall in Unique positioning strategy advertising is that if a unique feature increases sales on one product, many other brands are likely to adopt the “unique” feature, making the end product not so unique.

Positioning is one of the most common forms of advertising. It was developed in the 1970s and is still widely used today. In positioning one brand will take its product and “position” it against a competing product.

An example of positioning can be found in the rental car company Avis slogan. With The Hertz car company being the leader in rental car services, Avis took their number two position and used it to their advantage by creating the slogan, “When you're number two, you try harder.”

Brand Image is another very common way companies choose to advertise. In brand image, an advertiser is not trying to create rational thinking. This type of advertising strives to create emotion and give a brand a personality. A common way of doing this is by using a celebrity as a spokesperson.

A great example of brand image is found in Proactive Acne Solutions. In each of their commercials they have celebrities sharing their

Proactive experiences, giving the brand a face people want to be.

Weak strategies

Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s.

A generic strategy gives a product attribution. An example of this would be how the beef industry chose to advertise their product. With their slogan, “Beef, it's what's for dinner,” consumers aren't learning anything new about the product.

The Beef slogan simply states beef as a dinner item. It enhances the product in no other way.

A pre-emptive strategy is a form of advertising that makes a generic claim stronger. An example of a pre-emptive strategy can be found in Folgers Coffee. As many of us know, most all coffee is grown in the mountains. Folgers took that fact and claimed it as their own with their slogan, “Folgers: Mountain Grown Coffee.”

TARGET CONSUMER.

The target consumer is a complex combination of persons. It includes the person who ultimately buys the product, as well as those who decide what product will be bought (but don't physically buy it), and those who influence product purchases, such as children, spouse, and friends. In order to identify the target consumer, and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer, as discussed by the Small Business Administration:

Demographics—Age, gender, job, income, ethnicity, and hobbies.

Behaviors—When considering the consumers' behavior an advertiser needs to examine the consumers' awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser's product or service a chance.

Needs and Desires—Here an advertiser must determine the consumer needs—both in practical terms and in terms of self-image, etc.—and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs.

What is strategy?

A strategy is a plan of action designed to achieve a particular goal. The word strategy has military connotations, because it derives from the Greek word for general.

Strategy is distinct from tactics. In military terms, tactics is concerned with the conduct of an engagement while strategy is concerned with how different engagements are linked. In other words, how a battle is fought is a matter of tactics: the terms that it is fought on and whether it should be fought at all is a matter of strategy.

An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. As Portable MBA in Marketing authors Alexander Hiam and Charles D. Schewe stated, a business's advertising strategy "determines the character of the company's public face."

Today, most advertising strategies focus on achieving three general goals, as the Small Business Administration indicated in Advertising Your Business: 1) promote awareness of a business and its product or services; 2) stimulate sales directly and "attract competitors' customers"; and 3) establish or modify a business' image. In other words, advertising seeks to inform, persuade, and remind the consumer. With these aims in mind, most businesses follow a general process which ties advertising into the other promotional efforts and overall marketing objectives of the business.

Protecting the brand

For small business it is vital goal to protect it’s name/brand because your success can also make you a target for others who are looking for a shortcut. The success of business depends on many factors one of them is branding.

Branding is not just a logo. It can refer to just about anything associated with your business, including the name of the business, slogans, logos, color schemes, typeset (think of the Coca-Cola logo), domain name, etc.

The company branding is usually the first thing people associate with business, and because of this, it is one of the most important elements of business. It should be protected from those who wish to use your good name in their own purposes. ( for example to walk away with your customers)

The first thing that should be done for the brand protection is to identify the elements of brand that are unique and to protect them. This include company name, logo or symbol, other distinct elements of your business.

Trademarks. According to the United States Patent and Trademark Office, a trademark is a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others. The ® indicates a mark that has been registered with the United States Patent and Trademark Office.

A trademark gives you certain legal rights to use and protect your trademark. To file a trademark, you must first make sure no one else has registered the trademark. It could be checked on the government database, the Trademark Electronic Search System (TESS). When the search is done and desired trademark is available, the lawyer should be hired. There is a lot of paperwork. Protecting the brand is worth spending the money to make sure it done right.

The first trademarks used in America were proprietory marks, such as cattle brands. The earliest brands were given as a grant by the king of Spain.