hbleonard

[hbleonard]

Hi guys ! From tomorrow, I shall publish no more article on this blog. Indeed, it was a work asked by the university. I decide not to delete definitively my blog. So, if you wish to read, to like or to repost an article, you still can ! And to enclose the subject, I chose an ad for a camera ( Leica)! Yes, it's all the same the blog which speaks about photography ! ENJOY ! Thanks for having followed me ! :-)

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This picture, stuck on a coffee machine, has a strong impact. It shows us something which doesn't exist, but which does not seem so absurd...

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Funny ad for Eurostar !

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The case Benetton

The brand Benetton is not only known for its colored clothes, it is also for its shocking photos, or at least polemical. In 2011, a photography of the pope kissing on the mouth an imam gives rise to the media. The tagline of the ad is UNHATE. I think that the photography has a very strong impact, especially that it is about religious leaders. It's the picture of a situation that can never exist. This campaign was declined with Heads of State, in particular Angela Merkels and Nicolas Sarkozy. Finally, the pope obtained the right to forbid the advertising.

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When a picture becomes absurd !

You can never feel too secure

Mercedes-Benz wanted a different and unexpected approach to get top-of-mind awareness for a new maintenance plan that was being added to the purchase of all their Vito vehicles. So Black Khaki Advertising Johannesburg created these ads in 2008. Mercedes-Benz run the VitoMax campaign all over the world but this south African campaign had a lot of success.

Penguins and turtles are two animals that you can often see in South Africa. (Penguins in the south, like in Cap Town and turtles more in the north.) Playing with these two animals is an artful thing to do to draw one’s attention to the message. Here is the card of humor played again. An international brand creates an advertising which fits to the culture of the country.

Using Animals to convey an idea is a stylistic device which is commonly used in Advertising. The personification helps people to identify to the idea or the message. Besides, the fact that these animals don’t have any connection with the notion of speed, or of smartness or elegance makes the advertising more genuine. And it’s more memorable for sure !

I say, clap clap again.

[hbleonard]

Today I wanted to talk about a slight different type of campaign that uses animals too but not in the same way as in the previous articles since it uses real animals and not chimeras (as in Orangina or RATP campaigns).

This campaign was designed by Hemo for the famous French radio channel...

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A case where it's preferable not to show too much things. We photograph two cups, where are written two words: Dad - Mom. The cup where we wrote there "Mom" is damaged and evokes the hurts the mother receives from her husband.

Victim Support, year unknown.

Advertising is not only about brands, but also noble causes.

Domestic violence is a tragedy that can affect children, men and women - and mostly women (according to the french NGO “Ni pute ni soumise”, one in fifteen women is beaten by his husband).

To fight against this phenomenon, NGOs broadcast shocking campaigns to make an impression. This one is special, showing 2 cups of coffee explains everything without saying anything. The cracked cup shows what can be the violence between an ordinary couple. To me, Using metaphors is the best way to skirt taboos and change minds. 

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So cute !

At CELSA, a teacher showed us this ad as example. ..and I loved this ad !  Why people love this ad ? Because the girl is very cute. All the elements of photos contribute to give some sweetness to this advertising : The bowl is pink with white points and call back(remind) the colors of the nightdress of the girl. She holds a still clean spoon, what means that she did not even have time to use it. Finally, the size of the piece of bread was modified, it is almost also big as the head of the girl ! Consequently, when we see this ad, we crack completely ! And when we are in the supermarket, in front of many different brands of bread, we remember of the photo of the girl who felt asleep on its bread, so soft.

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A way to remind people that is not a good idea to test products on animals : show a made up rabbit. 

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I think this ad is very strong to say "crisps are junk food"...

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Canada Goose or not Canada Goose ?

I have a friend who will go to McGill (Canada), next semester. As everybody knows, in January in Canada, it is very cold. So, she told me she wanted to buy a Canada Goose.  One day, she sent me a link with beautiful Canada Goose coats, and not so expensive ! ...interesting ! Why I wouldn't buy a Canada Goose too ? The next day, I searched on Google : "Canada Goose" and I felt on the real Canada Goose website. I see the same Canada Goose coat I saw on the link my friend sent me. 

But ! There is a place on the website where you can check if the Canada Goose you saw on another website is a fake. I do the test : it was a fake.  It's very tricky because they use exactly the same picture as the real brand uses. Look : 

This is from Canada Goose website :

This is from a fake website : 

The photography is a good tool for the forgery...unfortunately. 

[hbleonard]

Hi ! Here, a good example of the magic of Photoshop ! Thank you Marie-Hortense for this great article ! 

WWF, 2011.

Here is a poster for WWF, a huge NGO working for the protection of nature and environment. Communication for a particular species, the red tuna. The red tuna is a species in danger of extinction. This is largely due to fishing and over fishing.

WWF shows us through its communication to demonstrate that it is an animal like any other. Even if it’s a fish, for many of us, the red tuna is less glamorous than the panda, the world cutest animal - and symbol of the mass extinctions.

WWF asks us the question: “Would you be more careful if I was a rhino, a panda or a gorilla?”

According to WWF, the red tuna could disappear by 2015…

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My croq'soya story

Today, I bought a curry soya steak. On the packaging, the product looked very good and pretty big. Moreover, the product comes from the organic farminge. So, packaging's colours are green, yellow and white, very natural colours. Yummy !

And then, there is THE moment when you open the box and you discover a small kind of pâté, brown, very disgusting, locked in a transparent plastic. It really looks like cats' or dogs' food.

I put it two minutes in the microwaves. Ding ! The meal is ready : I'm very sceptic.

I take my fork, I take my knife and I cut a small piece of soya steak (a small piece because the steak is verry little). I test it. Very tasty. I'm impressed. The deception goes away and I forget the bad photography.

Bon appétit !

[hbleonard]

Mascara = beautiful eyes ?

Here, an article concerning more girls than boys, but anyway : it's interesting and applicable for many products. I'm going to talk about mascara's ads.  Let's take the example of this blog's cover : this in an advertisement for a Lancôme mascara, named "Hypnôse Star". 

The brand didn't choose a real ambassador but a cartoon with eyes of an exaggerated size. This cartoon, you recognized it, it's Betty Boop with sparkling eyes, pulpy mouth, generous curves and very short dress. It's the symbol of the sexy girl. But no girl looks like her in the reality.

Nevertheless, it's not the only person on the ad. There is also a model. Lancôme chose her because she has a very beautiful eyes'colour : a mix of blue, grey and green, like Betty Boop. But, every body knows that Photoshop helped her. 

Moreover, when you buy a mascara, you think about your lashes. You want to make them bigger. Here, they made up the model during hours to obtain the perfect result. And the consumer doesn't really think about that. She just thinks that buying the Lancôme mascara, she will have eyes like the model. In the real life, it's not the case : she has little brown eyes and put mascara on her lashes will just make it a little more big...not like Betty Boop !

This is the power of the photography. And the power of the advertising.

[hbleonard]

Hello, in my first article, I was talking about the photography of a bigmac. Enjoy this video !

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Come on, we are leaving !

We are in October, now, and it is cold again. You are at work, surfing on the Internet, then a pop-up is suggesting you to go to vacations. 

First reaction : "No, I can't, I have a lot of work...and my boss..."

Second reaction : "...ok, let's see this ad, it seems that is very cheap. And I'm tired. It's too cold here, I need to see the sun."

Third reaction : "Oh ! and there is a wonderful big swimming pool ! Ok let's go !"

Owners and advertisers know that a house/hotel with a swimming pool is a real "plus" for the customers. This is why the pictures of the swimming pool are worked during a long time to seem bigger. 

On this picture, the power of the photography and the photographer is surprising ! ...but I wouldn't want to be the tourists.

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McDonald's burger never looks like the burger on the ad

You're waiting at the bus station, you're cold, you're hungry, you're annoyed...and then ! your eyes see the billboard. Wonderful ! Delicious ! Yes, you understood that I am talking about a McDonald's ad. On the picture, this burger looks so incredible ! 

   You can see the seeds on the bread, the salad, there is a lot of cheese, a fresh tomato, a well-prepared steak and even ketchup and salsa. Now, you are more and more hungry. You thought you would be at home in 20 minutes, but I guess you are going to push the door of the next McDonald. And this is the power of the photography. Why ? Because, you know, I know, everybody knows that the burger you are going to order will look like this :

 ...and I am nice publishing this picture and not another. Indeed, this burger looks pretty good. Maybe you do not know this, so I am going to learn it to you : there are professional photographers who are payed to take beautiful pictures of food, but this is all fake ! The food stylist and the photographer can spend 4 hours composing an amazing burger, finding the right point of vue, etc. 

Let's see this video ! http://youtu.be/iTelTe0cieg