little miss giggles

it slapped me today

23 Jun 2008 Leave a Comment

by bellflower in Uncategorized Tags: advertisements, cathay, D&G, starbucks

presenting our mock advertisement for a school project.the collaboration of two minds… one extremely overworked and hyped up and the other painful, exhausted, plain tired, and still in game gear.
From our report….

“We felt that the advertisement that we designed was better in terms of the three principles of motivation, personality and perception than the other advertisements.

There are several Motivational principles fulfilled in our advertisement. The Goal Object Positioning is presented through the words “Define absolute Glamour”. We decided to use the word “define” instead of “defines” because we want the customer to define herself with the product, not define the product alone with glamour. In addition, the words absolute is smaller, because we want to focus on the “define” and “glamour” factor; the word “absolute” simply brings it along more forcefully.

In Maslow’s Hierarchy of Needs, it does not simply fall into the Ego portion of Needs. In fulfilling the Ego level of Needs, the lower (but no less important) Belongingness portion will be fulfilled, as social status brings acceptance and thus want by others to associate with the person with the product. This “admiration” by others is also shown by having the bag by itself; in order to have others want to know more about you, more often than not, you would have to make yourself aloof and mysterious, thus arousing curiosity. Therefore, the usage of the word “define”. Define your lifestyle (rather, the one what you want to have), define yourself.

This also fulfils the Motive Conflict principle of positive and desirable objects having a higher attractive force as one gets closer. As one comes closer to someone or something that is desirable, it is pure human nature to want more. We, too, want to bring this out in the advertisement.

In the psychoanalytic theory, the pleasure principle, or Id, is the product, the handbag. However, the Superego says that this bag is too expensive to be of efficient use. The Ego counters this by inducing in the reader the fact that luxury goods are meant to be expensive because of the additional benefits it gives; benefits of being fashionable, thus more attractive.

This brings us to the next point of Traits of Consumer Behavior, those that of Materialism and Self-consciousness. Luxury goods and fashion is all about material possessions and public image to others; there is no sense to fashion. Furthermore, the Power of Conformity could be in play here, as people would want to be like you, be as fashionable and attractive as you. As it is expensive, however, it might be some time before someone else gets something similar. And as long as you are the only one who has it, the Need for Uniqueness is fulfilled.

In all, this product is ideal for those who have a clear sense of self-concept; what one actually is, what one wants to be, and what one wants others to view one as. Popular, wanted, accepted and imitated; these are all in the Ego section of Maslow’s Hierarchy of Needs. As they say, imitation is the best form of flattery.

In terms of perception, there are several attributes. The advertisement is very simple; the product on a table with a lamp at the side. The product, a D&G handbag, is in the foreground, thus fulfilling the Figure-Ground principle of having the readers’ attention directed towards the product being promoted, instead of being distracted by “noise”. The lighting and positioning serves to further reinforce this; by using the lamp to illuminate the bag and placing the dark-colored bag against the white pillar, most readers’ attention will not be directed anywhere else.   Moreover, its simplicity means that they will not be overwhelmed with stimuli such that they lose interest and cease to look at the advertisement.”
i have lost it. the magic of being able to speak.

it almost always happens when presenting with jon. No idea why. maybe he’s ‘taking’ it away from me. he’s leaving me bloated with laughing gas. too much jon, too much. i know u love laughing gas, but i have too much. that sorta explains the red ears. well, at least i manage to control the amount of laughing for today. PHEW. and i must say that jon is really good at presenting. Great working with you on the project.

SUDDENLY, i got slapped. figuratively. again. many times this year. i guess it’s the reflections and quiet times i have been taking.. all the alone times spent. Sometimes i wonder, how did all my friends tolerate me. i guess i was sorta a maniac. ya. u read right. MANIAC.