Media and Consumerism: McDonald's First Love

This commercial was created and launched by McDonald’s Philippines in 2003. McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles.

The creative techniques that used to attract my attention are: Association, Warm & fuzzy, Nostalgia and Symbols. First, McDonald’s uses Association as the creative technique as persuasion because Association technique tries to link a product, service  or idea  with something already liked or desired by the target, such as fun, pleasure and beauty. This commercial actually coincides with the I’m Lovin’  tag line of McDonald’s or simply in the Philippines “Love Ko To.”.  The commercial sent two messages to the viewers, being in love with the products and at the same time the personal love to each other since childhood. Second, McDonald’s uses Warm & fuzzy as the creative technique as persuasion because this technique uses sentimental images (especially of families, kids and animals) to stimulate feelings of pleasure, comfort, and delight.  Showing in the commercial how the store and the products used as their connection in their life since they were kids up  to the time they were grown up.

Third, McDonald’s uses Nostalgia; Nostalgia is the opposite of the New technique. . Many advertisers invoke a time when life was simpler and quality was supposedly better. In this commercial it uses “Ang Huling El Bimbo” as soundtrack by Eraserheads. Eraserheads is the most influential Filipino music artist of the 90′s and that song is one of the most memorable and popular from the band. Lastly, McDonald’s uses Symbols as the creative technique as persuasion because symbols are words or images that bring to mind some larger concept, usually one with strong emotional content such as family, nation, gender and lifestyle.

My feelings when I watched this commercial, first, I admire the effectiveness of the commercial in invoking the emotional engagement to the people. Second, I think using the act of dipping French fries into the hot fudge sundae as an essential part of the storyboard shows great market research and  excellent ideas in inviting the curiosity  of the consumer in doing such act,  from the marketing agency. Third, I think the universal appeal of “First Love” as the central theme of the advertisement actually coincides with the Tag Line of McDonald’s “ Love Ko To” in the Philippines. Fourth, I think McDonald’s First Love Commercial or McDonald’s Huling El bimbo Commercial is just that, the sad and good story is nothing about their products. Mcdonald’s done more than enough to expose their company beyond television. Lastly, I find the concept of this commercial catchy and effective.

For me, different people understand this commercial differently, first, people can’t help but admire the effectiveness of the advertisement in invoking emotional engagement to the audience. Second, my friend said he really liked the ad because it was not hard selling the brand, another one thought that it was very effective in appealing the emotions but was not really sure how it relates to the big picture.

Third, many people can relate in this commercial emotionally because it uses “Ang Huling El Bimbo” as soundtrack. We all know that Eraserheads is the most influential Filipino music artist during 90’s and early 2000’s and “Ang Huling El Bimbo” is one of most emotional, memorable and popular song from the band. Hearing “El Bimbo” immediately invokes a sense of nostalgia among the target market.

This message was created by McDonald’sand I admired  the marketing agency who conceptualized this commercial because they got the heart  and attention of all Filipino viewers every time this commercial is being aired  in the television.  Second, McDonald’s used a very popular song being sung by a popular band, admired not only by the youth but by all ages,  Ang Huling El Bimbo which relates to their childhood memories.  This invokes Nostalgia.  We all know that we Filipno are very sentimental. Lastly, hearing this commercial will be easily to remember by public because of its content and the background music that they used.

Media and Body Image: Bayantel Satisfaction Guarantee

        The Print Ad or Billboard was created by Bayan Telecommunications, Inc. (BayanTel).  BayanTel is a telecommunications company serving areas in Metro Manila, Bicol and local exchange service areas in the Visayas and Mindanao regions combined cover a population of over 25 million, nearly 33% of the population of the Philippines.

The creative techniques that  attracts  my attention are: Association, Charisma, Symbols and Cause vs. Correlation.   First, Bayan Tel uses Association  and Persuasion as the creative technique  because Association technique tries to link a product, service or idea  with something already liked or desired by the target, such as fun, pleasure and beauty. We know that Filipinos likes to have fun, pleasure and beauty.  We Filipinos are happy people.Second, Bayan Tel uses Charisma technique as the creative technique as persuasion because it uses by appearing firm, bold and strong confident. Encouraging people to use their products by assuring Satisfaction to the customers.Third, Bayan Tel uses Symbols technique as the creative technique as persuasion because  symbols are words or images that bring to mind some larger concept , usually one with strong emotional content, such as nation, religion gender, or lifestyle. Persuaders use the power and intensity of symbols to show their product . But symbols can have different meanings for different people. Lastly, Bayan Tel uses Cause vs. Correlation as the creative technique as persuasion because understanding true causes and true effects is important, persuaders can fool us by intentionally confusing correlation with cause.

My feelings when I saw this advertisement /billboard, first, I think Bayan Tel wanted to tell us that they get the job done.  That their commitment to their customers is satisfaction.  Every customer looking for every products that they will buy.  They attempted to be cool in this endeavor. Second, I think ADBOARD accepted this kind of advertisement because Bayan Tel justify to them the message and relationship of this advertisement to their company, product and services.  Third, I think Bayan Tel wants their advertisement to be interesting and controversial. Lastly, not only Bayan Tel do this kind of advertisement showing the body image of their endorser, many companies like Bench, Pen Shoppe, Silverworks, JAG, Hush Puppies and many more.

For me, different people understand this message differently.   First, people was mortified to see this billboard which shows a semi-naked woman with a “pleased expression”, to put it mildly with an expression of “SATISFACTION GUARANTEE “.  Bayan Tel is supposed to be a telecommunications company but nowhere in the ad does it show any sign of a phone or internet service? Second, people at Bayan Tel and their ad agency have taken the "sex sells everything" dictum a little too seriously. Third, the look on the woman’s face in the billboard makes people think that it’s not just her phone line that’s making her happy. Fourth, people are asking why this kind of advertisement was approved by the ADBOARD? Showing the semi naked woman with a “pleased expression”.  Lastly, people compared this advertisement to the Hush Puppies  billboard showed a woman with her Hush Puppies sandal but the picture portrayed more than that. The model exposed a plunging neckline with legs spread apart and exposed thighs. People think that this kind of advertisement was irrelevant and irresponsible.

This message was sent to us by Bayan Tel because first, they want people remember their word “Satisfaction Guarantee” and relate it with the model or the brand name, Bayan Tel. Second, Bayan Tel clearly shows the desperate nature is doing to push their products and services. Lastly, they use imagery to capture their target market. Sex in advertising creates controversy. Sex sells. Bayan Tel knows that this kind of ad might create some waves.

Media and Body Image: Bayantel Satisfaction Guarantee

        The Print Ad or Billboard was created by Bayan Telecommunications, Inc. (BayanTel).  BayanTel is a telecommunications company serving areas in Metro Manila, Bicol and local exchange service areas in the Visayas and Mindanao regions combined cover a population of over 25 million, nearly 33% of the population of the Philippines.

The creative techniques that  attracts  my attention are: Association, Charisma, Symbols and Cause vs. Correlation.   First, Bayan Tel uses Association  and Persuasion as the creative technique  because Association technique tries to link a product, service or idea  with something already liked or desired by the target, such as fun, pleasure and beauty. We know that Filipinos likes to have fun, pleasure and beauty.  We Filipinos are happy people.Second, Bayan Tel uses Charisma technique as the creative technique as persuasion because it uses by appearing firm, bold and strong confident. Encouraging people to use their products by assuring Satisfaction to the customers.Third, Bayan Tel uses Symbols technique as the creative technique as persuasion because  symbols are words or images that bring to mind some larger concept , usually one with strong emotional content, such as nation, religion gender, or lifestyle. Persuaders use the power and intensity of symbols to show their product . But symbols can have different meanings for different people. Lastly, Bayan Tel uses Cause vs. Correlation as the creative technique as persuasion because understanding true causes and true effects is important, persuaders can fool us by intentionally confusing correlation with cause.

My feelings when I saw this advertisement /billboard, first, I think Bayan Tel wanted to tell us that they get the job done.  That their commitment to their customers is satisfaction.  Every customer looking for every products that they will buy.  They attempted to be cool in this endeavor. Second, I think ADBOARD accepted this kind of advertisement because Bayan Tel justify to them the message and relationship of this advertisement to their company, product and services.  Third, I think Bayan Tel wants their advertisement to be interesting and controversial. Lastly, not only Bayan Tel do this kind of advertisement showing the body image of their endorser, many companies like Bench, Pen Shoppe, Silverworks, JAG, Hush Puppies and many more.

For me, different people understand this message differently.   First, people was mortified to see this billboard which shows a semi-naked woman with a “pleased expression”, to put it mildly with an expression of “SATISFACTION GUARANTEE “.  Bayan Tel is supposed to be a telecommunications company but nowhere in the ad does it show any sign of a phone or internet service? Second, people at Bayan Tel and their ad agency have taken the "sex sells everything" dictum a little too seriously. Third, the look on the woman’s face in the billboard makes people think that it’s not just her phone line that’s making her happy. Fourth, people are asking why this kind of advertisement was approved by the ADBOARD? Showing the semi naked woman with a “pleased expression”.  Lastly, people compared this advertisement to the Hush Puppies  billboard showed a woman with her Hush Puppies sandal but the picture portrayed more than that. The model exposed a plunging neckline with legs spread apart and exposed thighs. People think that this kind of advertisement was irrelevant and irresponsible.

This message was sent to us by Bayan Tel because first, they want people remember their word “Satisfaction Guarantee” and relate it with the model or the brand name, Bayan Tel. Second, Bayan Tel clearly shows the desperate nature is doing to push their products and services. Lastly, they use imagery to capture their target market. Sex in advertising creates controversy. Sex sells. Bayan Tel knows that this kind of ad might create some waves.

Racism and Media

The movie "Racing Stripes" created by in 2005 a ports comedy film directed by Frederik Du Chau, the director of Quest for Camelot. Although the set is in Kentucky but the movie was filmed in Pietermaritzburg and Nottingham Road, South Africa.

The creative techniques that used to attract my attention are: Association, Celebrities, Name-calling and New. First, Frederik Du Chau uses Association as the creative technique as persuasion because he knows that his target audience want to have some fun, pleasure and success in watching this movie, so he uses the idea of zebra in a horse race because having zebra people will enjoy watching this movie. Second, Frederik Du Chau uses Celebrities as the creative technique as persuasion because he knows that we tend to pay attention to famous people especially in celebrities.  The celebrities in this movie are Frankie Muniz, Hayden Panettiere and Bruce Greenwood. Frankie Muniz he is known primarily as the star of the FOX television family sitcom Malcolm in the Middle, which has earned him an Emmy-Award Nomination and two Golden Globe Award Nominations. Hayden Panettiere is an American actress, singer and model. He is generally known for his roles as U.S. presidents in Thirteen Days and National Treasure: Book of Secrets and for his role as Captain Christopher Pike in the 2009 Star Trek film.  Third, Frederik Du Chau uses Name-calling as the creative technique as persuasion because it makes us reject the person or the idea of the negative symbol. Frederik Du Chau wants us to reject the idea on racism.  Here Frederick Du Chau, use the dreams of a zebra in the person of Stripes to

be considered and allowed in the horse race track.  We know that Racism is dividing the white people from the black people. Lastly, Frederik Du Chau uses New as the creative technique as persuasion because he knows that people loves new things and new ideas, because we tend to believe they are better than old things and old idea. Frederik Du Chau here symbolize Racism in the personality of a Zebra dreaming to compete in horse racing and be a winner in the contest that is not intended for him.

My feelings when I watched this movie first, racism has a big impact in society because of media.

Racism issue will always be seen,red thru media (newspaper/television/radio) especially in well developed countries.  Thru media,  people around the world got the courage to discuss and fight the rights of under privileged people. Second, Stripes is very lucky after he accidentally abandoned by a traveling circus during a rainstorm and discovered by horse trainer Nolan Walsh, who rescues Stripes and takes him home to live with him and his young daughter Channing on their modest Kentucky farm.  Third, I think zebras and other animals should include in a horse race  and change the name of horse name to an animals race because not only horse can run and compete in a race but other animals also. Fourth, Mr. Walsh should allow her daughter and Stripes in their ambition and dream to compete in the prestigious Kentucky Open, because Stripes knows that if he could get into the track, he could leave all the other horses in the dust.  He can show to the world that no matter is your appearance as long as you have the capability and strength you have the right to compete. Lastly, I also believed to Stripes barnyard friends because of them Stripes overcome his prejudice and self-doubt and pursue his lifelong dream of running with big horses and landing in the winner's circle.

For me, different people understand this message differently. From me first, only horse can only compete in a horse race. Second, people think that lack of breeding and unusual appearance cannot compete and win the race. Lastly, people think that champions are in bred and not in born.

This message was sent to us by Frederik Du Chau because first, he wants us to overcome racism. Second, he wants to tell us that lack of breeding and unusual appearance can also compete in the championship. Lastly, he wants also to tell that champions are born to win the championship. Lastly, he wants us to tell to all parents to support the dreams and ambition of our children.  Parents to become supportive on the ambition of their children.

Media Log#2 Video Trailer

http://www.youtube.com/watch?v=NIO7q5MOxBY

Gender Equality on Media

The article created by Evan Goldstein, Gavel media staff, on November 24, 2012 of the progressive news source of Boston College.  Evan is a freshman from Jupiter, Florida majoring in Political Science and Theology. An avid Democrat, he interned on Elizabeth Esty's successful primary campaign in Connecticut's Fifth District and then on Elizabeth Warren's Senate campaign. These campaigns have given him a lot of experience calling strangers and asking them to do stuff they don't want to do, which he hopes to one day do for a living. The creative techniques that used to attract my attention are: Celebrities, Association, Simple Solution and Scapegoating. First, Evan Goldstein uses Celebrities as the creative technique as persuasion because David Petraeus is a well-known general. Second, Evan Goldstein uses the Celebrities as the creative technique as persuasion because he compare David Petraeus to James Bond and Paula Brodwell compare to GI Joe man. Evan Goldstein uses this kind of persuasion because we tend to pay attention to famous people. That is why they are famous. David Petraeus is Director of the Central Intelligence Agency from September 6, 2011 until to his resignation on November 9, 2012. He is a highly decorated fours-star general, serving over thirty-seven years in the United States Army. That is why James Bond compared to him Third, Evan Goldstein uses the Intensity as the creative technique as persuasion because David Petraeus compared to James Bond and Paula Brodwell because she was describes as woman of high honor, graduated from well-known and prestige universities in US such as West Point and Harvard. Lastly, Evan Goldstein uses Scapegoating as the creative technique as persuasion because illicit affair is still not acceptable on the society.  

My feelings when I read this article that women has more disadvantages in reputation than men because when a man have an affair to a woman, people will say to that for men, it is acceptable because he’s a man and it increase his maleness but for women everybody is considering her as a mistress and flirt and homewrecker.

Second, when I read this article I feel that the media was degrading Broadwell and inequality of women in general.  Media already sentenced her for all the accusation that he seduced  Petraeus , “flaunting her sexuality to tempt the general into a career-ending affair”, without taking her sides.

Third, I feel that still in some portion of the society, still men cannot accept the equality of women.  Men felt with every successful women that they are threat to their position.

Men still considered women as a second class citizen in the society because of the paternalistic belief/culture.

 Fourth, I feel that media has a big impact to the life  women and men because the writer wrote in this article that at age of seven there is an equal number of boys and girls wants to be the President of the United States, but research has found that by the age of fifteen, a huge gender gap emerges because of media's reprehensible portrayal of powerful and ambitious women.

Lastly, gender stereotypes systematically discourages young women from pursuing positions of power. For me, different people understand this message differently, first, from feminist point of view that male and female should equal and should respect the women. Second, the traditionalists' point of view that male is higher and more powerful than women.

This message was sent to us by the writer because first, he want to informed us that women and men should have equal rights in the society.

Second, in the article, other people understanding might be that media is very powerful in presenting to the reader/viewer the advantage of other party over the other.  Here all the faults is being blamed to Ms. Broadwell.  Media described her as an ambitious,seductress,mistress,conniving slut despite her scholastic/academic achievement and professional accomplishment.  Media already judged her that she is to be blamed.   

Third, the writer wants to informed us that even famous and powerful  people have an illicit affair.   And always, Medias target personality in their write-ups/scoop are famous

Personalities.

Fourth, here the writer also pointed in his point of view that women should not be  maligned in the community even if they have an affair to another man. We should get the side of the both party.  Not always judging that in any affair outside marital relationship, the mistress is the culprit.