sketches

Sketches

New ad ideas and scenes to match Indian culture (rough)

Since our situation is concentration, i have done my research on Indian culture and came up with three setting (scenes) for our adds.

Indian cultural setting: Metropolitan city such as Mumbai or Delhi.

AD 1:

A call center employee is feeling sleepy and bored, eats sour mentos and is ready to talk to 4 customers at a time.

This ad can reach out to the working class community in India as being a call center employee is a very popular job choice in India. The long and strange work hours can be really exhausting.. as the typical work day of a call center employee starts at 7 pm and ends at 5-6 am .

AD 2:

A school student is feeling bored and sleepy in class , eats the sour mentos, and scribbles a whole equation on the chalk board like a mini Einstein.

How this ad will relate to Indian culture is that the girl would wear a school uniform as most schools have similar uniforms in India , and have her hair rolled/braided in a very common way.

AD 3:

Guy is sleepy at a movie theater, eats sour mentos, and starts dancing on his seat and singing along with the movie.

This relates to Indian culture because Indian is the 2nd biggest movie industry in the world. going to the movies is a very popular activity among indians. its an escape as their movies are always filled with beautiful music and dance sequences.

Reference:
Hindimovie1.com. n.d.. Hindi Movie 1.com - Hindi Movie. [online] Available at: http://www.hindimovie1.com/ [Accessed: 12 Jun 2013].

The Times Of India. 2011. Enrolment in schools rises 14% to 23 crore. [online] Available at: http://articles.timesofindia.indiatimes.com/2013-01-22/news/36483408_1_enrolment-higher-secondary-schools-primary-schools [Accessed: 12 Jun 2013].

whereamiwearing.com. 2011. What do Indian call centers think of you?. [online] Available at: http://whereamiwearing.com/2011/07/what-do-indian-call-centers-think-of-you/ [Accessed: 12 Jun 2013].

FACIAL EXPRESSIONS

FACIAL EXPRESSIONS.

Facial expressions are used in out every day lives. Different expressions portray different messages. They can tell a lot about what a person is feeling in the moment, and hence influencing the way people act around you.

We humans are very good at recognizing and describing the emotions we are feeling through out facial expressions. They are a form of communication known as Non-verbal Communication and are formed by using the facial features: eyes,nose, mouth, eyebrows, and cheeks.

FACIAL EXPRESSIONS MADE WHEN  YOU EAT SOMETHING SOUR.

FACIAL EXPRESSION MADE WHEN YOU'RE TIRED.

 FACIAL EXPRESSION MADE WHEN YOU'RE HAPPY AND EXCITED

References

Role of facial expressions in social interactions . 2013. Role of facial expressions in social interactions . [ONLINE] Available at: http://rstb.royalsocietypublishing.org/content/364/1535/3453.abstract. [Accessed 11 June 2013].

. 2013. . [ONLINE] Available at: http://www.visualphotos.com/image/2x3938782/young_woman_making_a_face_holding_half_of_lemon. [Accessed 11 June 2013].

Tired Facial Expression | ClipPix ETC: Educational Photos for Students and Teachers. 2013. Tired Facial Expression | ClipPix ETC: Educational Photos for Students and Teachers. [ONLINE] Available at: http://etc.usf.edu/clippix/picture/tired-facial-expression-3.html. [Accessed 11 June 2013].

 Exhausted Emoticon Royalty Free Cliparts, Vectors, And Stock Illustration. Image 16004953. . 2013. Exhausted Emoticon Royalty Free Cliparts, Vectors, And Stock Illustration. Image 16004953. . [ONLINE] Available at: http://www.123rf.com/photo_16004953_exhausted-emoticon.html. [Accessed 11 June 2013].

Step4ward Fitness Training: June 2010. 2013. Step4ward Fitness Training: June 2010. [ONLINE] Available at: http://step4wardfitness.blogspot.com/2010_06_01_archive.html. [Accessed 11 June 2013].

The Surge Blog | Software Development | Surge. 2013. The Surge Blog | Software Development | Surge. [ONLINE] Available at: http://www.surgeforward.com/blog/. [Accessed 11 June 2013].

sketches

Good Points on the Mentos Ad

In relation to the Sour Mentos advertisement we chose, there are also several good elements that can be taken account for. I personally admire the illustration style in the poster, the cross-hatching and stippling method adds a gritty texture to the image. The use of desaturated colours also contributes to the texture effect and it gives a dark/serious mood to the image. Even though the advertisement depicts a series of different methods of suicide, it has shown that it is able to communicate and translate its visual to the viewer. This is because of the unique illustration style used in the advertisement, especially the exaggerations of the character's expression in the poster. The face of the characters depicts a sour face with a sense of pain too because of their tongue sticking out, shut eyes and teeth grinding, much similar to the image in Figure 1. In reference to the research Arwa made in the previous post about the Indian culture, there are also similarities between the character in the poster and the Hindu deities, more specifically the unusual nose. The colour red in the font used in the poster brings an emphasis on the theme of violence.

Figure 1: Baby's sour face

CONCEPT

'CONCENTRATION'

''EVERY ACTION HAS A REACTION''

The concept that we came up with has a very strong relation to one of the world's most well known laws of Physics; it is known as Newtons third law. For every action in nature there is an equal opposite reaction. The size of the forces on the first object equals the size of the force on the second object. In this case; since sour mentos is so good because of its sourly flavor; eating it will only result in an equal good reaction.

Action: Eating Sour Mentos
Reaction: Reaction of eating Mentos

IDEAS

Below are the different situations that we thought of;

• Someone could be failing to conentrate whilst doing some work, then he decides to have some Sour Mentos. After having the sour mentos, he is full of energy and able to do his work.
• A person is watching a movie, he feels very sleepy and drowsy, then decides to eat some Sour mentos. After this, he is wide awake and enjoys his movie.
• A person is driving and is feeling very tired after a long day of work. Eats some Sour Mentos then he suddenly is very alert and awake, not feeling tired anymore.

 We can still maintain the triple series for the ad we create; instead of showing the different ways of committing suicide (as portrayed in the original ad), we show the three different steps which consist of;

1) The situation the person is in.
2) The action he takes to solve the situation (eating Sour Mentos).
3) The reation of eating the Sour Mentos (how it solved the situation).

Reference:
Newton's Third Law. 2013. Newton's Third Law. [ONLINE] Available at: http://www.physicsclassroom.com/Class/newtlaws/u2l4a.cfm. [Accessed 11 June 2013].

Relate to culture and society( Indian Culture)

The illustrations reflected the Indian culture by the drawing style used in the posters.

Indians have always had a certain style of drawing that separates their art and culture from different parts of the world, as shown in the illustrations below:

(reference: http://www.novica.com/itemdetail/index.cfm?pid=199297 )

(reference: http://www.indialine.com/travel/bihar/vaishali/madhubani-painting.html )

Reference:

Madhubani Panting, Famous Madhubani Paintings India, Mithila Art and Madhubani Painting Attractions in Bihar: India Line Travel. 2013. Madhubani Panting, Famous Madhubani Paintings India, Mithila Art and Madhubani Painting Attractions in Bihar: India Line Travel. [ONLINE] Available at:http://www.indialine.com/travel/bihar/vaishali/madhubani-painting.html. [Accessed 11 June 2013].

-Posted by Arwa Omer

One of India's main religions is Hinduism. About 85 percent of the countries population is Hindu. One of the elements we noticed in the Mentos ad we chose shows repetition of facial features;namely the nose. This is similar to the God's of the Hindus. Many of the Indian Gods have various amount of hands, legs and faces. This is shown below; an image of Lord Ganesha. As shown, the God has 4 hands and unusual nose and ears, similar to the ad we chose where the man has an unusual nose. Therefore we can see the close relation between the Indian culture and the Mentos Ad. 

India is also known for it's spices. It is very famous for its unique dishes and use of herbs and spices. Sour Mentos would therefore not be so unusual to the Indians because they are very much used to spicy foods. This may be a reason as to why Mentos decided to make a sour flavor. Again, this relates to the Indian culture and what the country is known for. The artist that made the Mentos ad may have chosen to emphasize on the Sourness of the Mentos because Indians would prefer something that is more spicy. However, the imagery used here is disturbing and can be harmful to most viewers because of  the message it portrays.

Reference:

Hindu Gods - Hindu God - Gods in Hindu Religion - Indian Gods. 2013. Hindu Gods - Hindu God - Gods in Hindu Religion - Indian Gods. [ONLINE] Available at: http://www.iloveindia.com/spirituality/gods/. [Accessed 11 June 2013].

-Posted by Jessica Rose Desanker

BACKGROUND OF MENTOS

Below is a timeline of the history of Mentos

HISTORY OF MENTOS

2011

2011 is the year of innovation for Mentos with both the Candy and Gum sides of the business bringing first to market unique products with unparalleled technology. 

Rainbow roll - This new roll contains 7 of the most popular fruity flavours! New technology allows Mentos to position each flavour so that you know what comes next and you are guaranteed 2 of each flavour!!! 

Aqua Kiss 3D Gum - New technology has allowed Mentos to develop a new dimension in Gum - 3 layered Gum! Building off the popularity of the Aqua Kiss Alaskan, Pacific and Acai Berry/Watermelon products, 3D gum sees 3 new flavour combinations unique to the market. Strawberry/Green Apple/Raspberry, Watermelon/Pineapple/Melon and Triple Fresh Mint (Peppermint) ensures that whether its freshness or flavour you are after you are sure to get it! Colourful and fun, the new 3D Gum is a must have in your pocket this year! 

2010 

Mentos Aqua Kiss is a sugar free gum providing the ultimate in long lasting and mouth watering freshness, in a trendy and slim line convenient pack. The single layered Mint varieties of Alaskan (Peppermint) and Pacific (Spearmint) provide ultimate freshness while the unique 2 layered Acai Berry/Watermelon product delivers a fruity and fun experience. 

There's nothing like a Mentos kiss. 

2009 

New Mentos Cube sugar free chewing gum is the latest addition to the Mentos gum range. It is a revolution in chewing gum offering a unique Cube pack format or handy pocket pack. Mentos Cube is available in Tropical and Spearmint flavours and is the ultimate in long lasting freshness. Mentos Cube for long lasting freshness. 

2008 

Mentos Blast a sugar free chewing gum which delivers a fresh flavour burst as you bite into the centre was launched in Australia. Mentos Blast offers 3 unique flavours Berry Lime, Sweet Strong Mint and New Green Apple Raspberry. 

Mentos Blast Gum. A Blast of Liquid Refreshment! 

2006 - In one of the boldest moves in the history of Mentos in Australia, the brand launched into the chewing gum market with Mentos Ice Gum, offering 3 icy fresh flavours in a funky new packaging format that provided innovation to the 

category. 

2004 

 Mentos is available for sale in over 100 different countries. 

1990

 In 1990 'MENTOS THE FRESHMAKER' becomes the new campaign voice. It clearly didn't fall on deaf ears, because following its introduction Mentos sales worldwide increased dramatically. 

1976 

In 1976 Mentos makes it's own fresh, small screen debut with it's first TV commercial. 

1960 

 In the 1960's, an era that brought us fresh new looks in fashion and music, Mentos was sold in rolls for the first time. 

1950 

 In 1950, export began to France, Germany and the UK from the Netherlands, home of Mentos. 

1932 

 In 1932, brothers Michael and Pierre van Melle took a train journey to Poland which sparked the beginning of a Fresh New World. They had heard of an exciting recipe for soft fruit caramels. The trip gave Pierre a vision of peppermint flavoured caramel candy that would ultimately be known as Mentos.


TARGET AUDIENCE

Mentos is very common in the younger generation as well as the older generation too. Children of today love to eat candy; Mentos being one of them. The

Reference: http://www.mentos.com.au/vda/about.shtml

Research Points

After having presented our research to our lecturer in our first tutorial, below are the points that we need to further expand on for our research:

Describe your ad, Where is the ad found? 

Background (target audience, Mentos) 

Relate to culture and society( Indian Culture)

Why did we pick this ad over the others?

Talk about the good points- good illustration, creativity, layout

CHOSEN ADVERTISEMENT

CHOSEN ADVERTISEMENT

After conducting our research, we chose the following ad.

Mentos Marbels Unbearably Sour

• Advertising Agency: Ogilvy & Mather, Mumbai, India 
• Chief Creative Officer: Piyush Pandey
•  Executive Creative Director: Abhijit Avasthi, Rajiv Rao
•  Creative Director: Anurag Agnihotri
•  Art Director: Ashish Naik

Reference: http://www.adsora.com/food/mentos-marbles-sour-ads

-Posted by Jessica

This is the advertisement used for Mentos Marbles Unbearably Sour. The ad is from Mumbai, India and uses three illustrations that depict a man in various forms of suicide. All of them show 3 different men about to kill themselves with an expression of extreme discomfort after eating the sour Mentos Marbles. This shows that the motive of making this advertisement was to prove that the Mentos Marbles are so sour that you won’t be able to bear it and end up killing yourself. The first one shows that a man is about to shoot and stab himself while jumping off a building. The second one shows a different man hanging himself with a bottle of cyanide and a basket with a python in each hand. The third one shows another man who’s head is on a guillotine while holding a grenade with a train in the background that is about to hit him. 

-Posted by Paveethra

Why did we pick this ad over the others?

The reason this ads has been chosen is we find out it is violent. It is not suitable for public especially the children target group because it showed suicidal tendency. Thus, it has more potential for us to revamp the advertisement. -Posted by KaaKaa

Research

Iphone 5 - Cheese (TV Ad)

Reference: http://www.youtube.com/watch?v=Yaidsb8AL7Y

This ad is introducing the panaroma function in Iphone 5. The video showing using panaroma to capture images with elongated fields of view. The idea is good but there is failure occurs in the video. The kid is already on the screen when the hand takes the phone up. And the voice over "Cheeeeeeeeee ...    eeeeeesee" is weird too.

Head On (Ad)

Resource: http://www.youtube.com/watch?v=Is3icfcbmbs

Head on is a product that claimed to relieve headache. The tagline "HeadOn. Apply directly to the forehead," had been stated three times at the beginning of the advertisement. They try to attract the audience's attention with the repetition. However, many people considered the ads annoying.



Posted by Kaa Kaa

Research

After looking at a lot of silly , bad ads i would have to say the worst ones for me were:

A THAI COMMERCIAL ABOUT "SLIMMING DRINK" :

the commercial shows how a woman is able to shuffle her tummy fat to her breast area and "look more attractive" in the process just because she drank the drink.
I find this commercial sexist and way out of point as it does not show the viewers a solid understanding of how the drink helps our bodies. its just overly sexualized with the emphasis on the "bigger boobs"

UPDATE
relation to thai culture
The popularity of plastic surgery has increased in thailand and it has become to be known as one of the most popular plastic surgery countries in the world, specially when it come to breast augmentation. and that is how the add would like to touch woman to give that feeling of "you can have the body you want with out having to go under the knife", but in a very exaggerated way.


LYNX (body spray) COMMERCIAL

This is a commercial advertising the LYNX EXCITE body spray .I picked this commercial because it's also over sexualized and doesn't even get to the point of what it is for till the end and even then it took me a while to relate the angel to the body spray, as i found no connection what so ever . The ad shows the guys "angel girlfriend" and the inconvenience of her wings in different situations , then at the end shows him using the body spray and another angel falling..with the tag line "lynx excite even angels will fall" that doesn't relate to the beginning at all in my opinion and wouldn't that mean he would have a 100 angels by now? they wanted to use the whole sexy angel to attract viewers' attention but I would say it was used poorly.

UPDATE

relation to US culture:

US as a country is very diverse with a motto of freedom of expression when it comes to everything in life, and people there are very open minded when it comes to sexual culture, which includes how an angel, a devil a nurse etc could be viewed as sexy , when a woman wears a provocative angel, devil, nurse..etc costume.Its a reflection of the sexual fantasies of the average Americans.

so the ad shows how the body spray could help an average man attract a very attractive girl his way by using a sexy angel to depict how attractive she would be, which also fulfills those same sexual fantasies.

Research

1. Japanese Sushi Commercial

The first thing I thought of when it comes to bad advertisements are Japanese ads because many Japanese ads are well-known for being completely unrelated to the product being sold. This was one of the many odd commercials found.

reference: http://hight3ch.com/top-20-japanese-commercials/

The ad shows a man and woman undressing and throwing paint over themselves (the man drenches himself with red paint while the lady uses white paint) and after wrapping themselves over each other a completely random picture of a sushi comes right after that to show that the advertisement was actually about sushi. Advertising is used to promote a product, so the actions done by the 'models' should be closely related to the product being advertised, but this advertisement fails to do that. It leaves the watchers in complete confusion and does not try to explain how their actions are related to sushi in any way.

2. Burger King Ad: "Real Big Burgers"

reference: http://www.businessinsider.com/15-incredibly-offensive-unapproved-ads-2013-3?op=1

Another ad I found was a Burger King ad in Singapore showing a woman with band-aid on both sides of her lips, supposedly meaning that the burgers are so big that it could tear your mouth open. This is a very unorthodox way to sell a product because it is basically telling the buyers that they will get hurt trying to eat the burger. It's also a triggering sight for some people as they would not feel comfortable seeing an advertisement like this.

Posted by: Paveethra

Research

So I thought of searching for advertisements that were banned from being released into the public and I came across a link that has a list of "15 Unapproved Ads That Got Top Brands In Trouble"

http://www.businessinsider.com/15-incredibly-offensive-unapproved-ads-2013-3?op=1#ixzz2V1jfzmkd


I find several adverts quite interesting from the list of 15. Such as;

1. The Burger King "Super Seven Incher"

In this poster, it depicts a blonde woman opening her mouth wide and attempt to eat the "Super Seven Incher". Her expression looks very surprised with her eyes wide open. The caption underneath the image says "It'll Blow Your Mind Away" in a big, white, bold font. I find this advertisement offensive (and I am sure most people do, especially women) because it implements an obvious sexual innuendo on fellatio. So instead of selling their new "Super Seven Incher", this Burger King advertisement promotes people on giving "blow jobs".

Reference: http://gawker.com/5301856/eating-a-burger-king-super-seven-incher-is-just-like-giving-a-blow-job

2. The WWF 9/11 Tsunami

reference: http://www.businessinsider.com/15-incredibly-offensive-unapproved-ads-2013-3?op=1

The poster depicts the events of September 11, 2001 only this time, there are about hundreds of airplanes coming in and crashing into the city of New York. In the top right corner, it informs us that the 2004 tsunami tragedy killed people a hundred times more than the events of 9/11. There is also a video,

reference: 

http://www.youtube.com/watch?feature=player_embedded&v=-mxDPhVc9iM

The advertisement depicts a shocking visual of violence and terrorism on mass murdering people in New York. Besides that, I think this advertisement does not pay its respect to the victims of the 9/11 event nor even the 2004 Tsunami victims.

Posted by: Izzat

Research

RESEARCH.

Fiat - Boob Job CommercialAxe Hair "Office Love"

(ADs found by Jessica.)

This AD is a car advertisement from Argentina. In this ad, a woman tells her partner that she's getting a "boob job." Cut to a fantasy sequence in which the man dives backward into a pair of massive breasts. The man fronts in disappointment: "If that's what you want." This ad is offensive to an extent because it is suggesting that guys who like 'natural' boobs are two-faced liars.Moreover, there is little or no connection between bigger boobs and smaller cars. This ad does not project the qualities of the car in any way; it is very irrelevant and has can be found offensive by many people. Like the fake boobs, the car can be viewed as 'plastic' and not durable. 

https://www.youtube.com/watch?feature=player_embedded&v=9aces1_u3kE

Relation to Design and culture.

The way this ad has been filmed and projected emphasizes more on the woman's boobs rather that the car itself. It is offensive to women all around the world. Women want to be known for more than just our physical attributes. It projects women as being too plastic and fake. This ad has elements of Sexism and therefore is not approved by various amounts of people.

Most of Argentina's population consists of Roman Catholics. Women are meant to be conservative and viewed as natural, pure and have a sense of innocence. This ad however breaks these views and goes against them. Exposure of the woman's breasts and downgrading natural women are all projected in this video and therefore would be offensive to not only women, but the Catholics too.

Axe Hair "Office Love"

Girls check out a guy’s hair before anything else, according to a humorous new ad from Axe that uses an old song by Daniel Johnston to sell its line of hair care products.The ad focuses on two unusual creatures, one a clump of hair and the other a woman’s torso without the head.The strange beings go about the same daily routine as the rest of the humans in the office, attending meetings, taking the elevator and eating lunch in the cafeteria.After the hair clump misses a bus, viewers finally see the little creatures in their complete human forms. The attractive adults make eye contact and eagerly walk toward each other, while the ad closes with the text, “Hair. It’s what girls see first.” We only saw the guy’s hair because that’s all she was looking at all along. Meanwhile, he was only looking at her chest. The message: Fellas, make sure to use Axe shampoo and style if you’re trying to get the girl.I felt the ad has a very poor quality in the way it chose to project the shampoo product. How ridiculous is a walking clump of hair and a walking woman's torso with no head? It demeans the whole ad and makes it seem as though it's a joke. Better ways can be used to advertise the Axe shampoo.

https://www.youtube.com/watch?feature=player_embedded&v=NvX71ZbTk-E

Relation to design and culture

The following ad has similar qualities to that of the fiat advertisement. It also focuses on the females body;breast and chest area. It is offensive because the message here depicts that hair is what a woman sees first;so are breasts also what a man sees first? Any woman would find this offensive because we are being seen only for our physical attributes. 

The little torsos used in this ad are very poorly designed. Yes they are imaginative, however they are poorly displayed and are not  creative enough. They are too unrealistic looking.

Reference: 

Axe Hair ‘Office Love’ 2012 Commercial – What’s the Song?. 2013. Axe Hair ‘Office Love’ 2012 Commercial – What’s the Song?. [ONLINE] Available at: http://diffuser.fm/axe-hair-office-love-2012-commercial-whats-the-song/. [Accessed 11 June 2013]

Post by: Jessica Desanker

FINAL PROJECT BRIEF(summarized).

FINAL PROJECT. 

This is a group work whereby we are required to pick an advertisement that we are most dissatisfied with giving a rationale as to why we do not approve this ad, in relation to culture and society.

In order t do this, we are to Re-advertise the product/brand by exploring all of the ways possible to produce the ad.

Requirements

1. Conduct research
2. Development of ideas 
3. Miscellaneous sketches and workings in an blog. 
4. Show the progress of your work during tutorials.
5. At the end, produce a final report in the blog (about 500 – 700 words) that contains:

•  brief introduction and description about the advertisement
•  its purpose
•  its relation to the culture and society it was made for
•  why do you see the need for change
•  how different and effective is your idea in relation to culture and consumerism
•  short rationale of your work
•  sources of research (bibliography, reference cited and picture credits)

Assessment

1. Able to put theories into practice
2. Communicate appropriately in various settings and modes
3. Understand team dynamics and mobilise the power of teams
4. Be aware of and form opinions from diverse perspectives
5. Understand the value of civic responsibility and community engagement