While visiting Paris I first noticed that the Parisian population was very diverse. There was more variety of different cultures then in Berlin. Berlin’s population mostly consisted of Germans and Turks. Paris had not only French but Asian, Black, and Middle Eastern descents as well.All these different cultures made Paris a very cultural and lively city.
All ethnicities were noticeably brought together at night at the Latin Quarter and the EiffelTower, where loud hip-hop, soul, and classic urban music was played. They all were dancing bringing the community involved. Their heavy interest in this genre explained why there were advertisements of Paris Hip-Hop featuring 300 artists. The ad had a black fist straight up in the air depicting as urban power. This advertisement about hip-hop was everywhere, where as in Berlin I did not see any advertisements promoting the hip-hop genre. It was obvious that hip-hop had influenced the young Parisians.
The advertisements around the city also depicted ethnicity. One advertisement displayed a black musician who had some sort of relation with Nat King Cole. There were a lot of entertainment advertisements depicting black ethnicity; for instance, the Notorious B.I.G. movie and French movies that had black ethnicity portrayed in it. The black race was the only ethnicity that was seeing throughout Paris, the Asian race was portrayed as well. Ads with Asians weren’t as popular, but they were still depicted.
Out of most of the cities I’ve been to in Europe, I have to say Paris was the most diverse. It gave you the New York City feel, because of all the different cultures surrou
nding you. There was a lot diversity through the media really supporting every ethnicity and not afraid to mix different races. Furthermore, Paris was to me the most common to display different ethnicities in their ads, and it seemed to represent a lot of the community.
Description: Luxury, relaxation, history and desire can be the best words to describe people’s interest to travel. European advertisements for tourism really caught my attention by promoting countries that sound so exotic to my ears, because they’re not countries I hear of everyday. The description of each commercial was so inviting, you could not take your eyes off of it. I was more than fascinated with every detail of the commercial, only wanting it to end to find out where this magnificent beautiful place was. All the commercials really caught my attention, but my favorite was of the countries Jordan and Montenegro. Since there is no better way to describe the commercial of Montenegro, it is best that I show it. http://www.youtube.com/watch?v=pHHQZIZiIqA&feature=related
Also, throughout Europe there were advertisements of tourism that were promoted in each country. Some countries displayed more than one travel destination and others like Berlin, focused on Greece as a travel destination, in Paris they focused on Maurice and in Barcelona they were promoting Morocco. The countries that were mostly promoted were Croatia, Jordan, Morocco, Montenegro, Angola, and Macedonia.
Why I selected it: I selected these ads and commercials, because it really grasps the viewer’s attention. Each commercial or advertisement depicted an exotic and desirable picture or scene. They really took the time to find the most vibrant scenes depicting that certain country. It made me wait and hope that the next commercial would be of that travel destination. Every time I was more and more amazed of how beautiful and tempting they made that country. The creators really caught my attention, because they made the commercial short, but descriptive, making me want to go and look up that country as soon as it was over.
Analysis: These communication marketing concepts were definitely used throughout the ads and commercials, creating a bond with the consumer and their travel destination. It gives you a feeling of security by knowing what that travel spot looks like before going to look up more information. It creates an interest to the target groups that are very interested in traveling the world and discovering new places. In Europe, it is more common for people to travel more than the U.S., so it’s more likely to see a lot of advertisements and commercials promoting travel destinations.
Description You look up, down and to the side and there they are: the Blue Man Group. Buses, metros and buildings display the group, giving you the opportunity to catch it each time and never forget. The advertisement depicts the three blue men with wide open eyes looking straight back at you with lots of different color paint around them. The bright colors of the paint catch your attention first, then bring your eyes to the three men. These men are very distinctive and with their bald blue heads, you could spot them and know who they are from afar without having to read what the ad says. The ad is a long rectangle posted on everything around the city.
Why I selected it: I selected this campaign, because it was the only one in Berlin that really made an impression on me. I saw it everyday and everywhere I went, so it made it impossible for me not to forget. I also picked this campaign for its innovativeness. I love how the advertisers did not care where to place the ad, and just placed it in the most popular locations. Most advertisers would never dare to display their ad on the ground where people walk all over all day, but the advertisers for Blue Man Group of Berlin, really took the initiative to take a chance and do something different for a change. I believe it was a good tactic by placing the ad on the ground, because most Berliners take the metro as their main transportation and for them to walk over this everyday, won’t let them forget.
Analysis: The creators of this advertisement wanted to create brand recognition to the consumers so they can remember next time they want to see a show. The only negative aspect of this, is that if the viewer sees something so much and so often, they might tend to block it out and ignore the ad. This may cause a decrease in the box office income or it can be a positive thing and increase the sales.
I could feel the vibration from the beats of the music as soon I got off the metro and onto the busy street. The streets were packed with mostly Berliners, but other ethnicities as well. Hearing all the commotion, my new friends and I tried making our way trough the crowd to see the floats go by. We all pushed and shoved our way to the front so we could get a good view of the parade. As we settled in our spots we watched the floats representing each country go by, one after another. Countries like Peru, Italy and much more passed by us, leaving an impression on all the viewers.
Each beat that played from the floats were traditional from each country. The rhythms of the songs moved everyone around us, making everyone dance and have a good time. The floats were heavily decorated with bright colors and different scenes depicted. The people participating in the parade who were walking around or behind the floats were dressed up in traditional clothing and head dresses. There were performers that were on stilts. hula- hoop dancers and belly dancers. Most of them stopped and performed a choreographed routine that related to the country. I noticed that most of the people who participated in the routines were not of that origin. This gave me the idea that these people were open minded about learning and experiencing new cultures outside their own.
During the carnival there were different types of foods, but not as much as I would have expected. The only one that really stood out was China Box. I would think they would have more stands selling food for the other countries that took part in the parade. Although there wasn’t much variety in the food, there was a lot of interaction with the crowd and the parade. We were all lucky enough to experience interacting with the parade. We happen to follow soca music, which was music we were familiar to due to living in Miami. We interacted with the people around us, who were all dancing and enjoying that particular culture we were following.
This was a great experience and I never experienced something so diverse before. Berlin’s Cultural Carnival really gave you a well rounded look at a lot of different countries. You could not help, but to wait and see which float was next representing which country. It was great to share the moment with all the Berliners and the friends around me. I definitely got to see, hear and taste the different cultures that are part of our small world. It was an experience that will never be forgotten.
Description: Walking on the streets of Berlin you will be sure to find advertisements placed on garbage cans. These aren’t just normal garbage cans; they are placed hanging mid waist on a pole or lamp post. On the garbage can there are always an advertisement placed only in the front and in the center. The garbage cans are small, so there is not much space to put the advertisement anywhere else. This particular garbage can has black with white lettering. I have seen ones that are orange with black lettering.
Why I selected it: Outdoor advertising is a great advertising medium, reaching the locals and tourists of Berlin. It targets anyone who uses the garbage can because it is placed in a strategic location. It is a very innovative idea, because a lot of people use the garbage to throw something out. No matter what there is no way of avoiding it. If you walk over to garbage can, you can’t help but read what it says. Also, the garbage can being mid waist makes it easier to read. It is appealing to the eye, catching your attention, making you focus eyes on the text. In the States this idea is never displayed on garbage cans. Advertisers believe that is it putting their image at a lower level or downgrading. When you associate anything with garbage, you think: smelly, gross, and dirty. These are other reasons why advertisers in the U.S would not advertise on a garbage can. In Germany, it is not seen as bad representation of a company or brand. It is reflected as a creative idea to catch target audiences around the city.
Analysis: Marketing concepts always include the integration of the marketing and communication ideas so they can reach their target audiences. On these outdoor advertisements it is important to have the right concepts, planning, and development. These applications are what make the idea work. When coming up with the idea, they had to do their research with the target audience and figure out if it would target the ones they want. The only negative aspect about advertising on garbage cans is that when people use something as common as the garbage, the ads will gradually become ignored; however, on a positive note, even if ignored your mind always recognizes it, sticking in your head becoming a subconscious. The reason why it would be a subconscious thing is because every ad of each company or brand is the same, making it very recognizable everywhere you go.
Skinny, plastic and beautiful is how America loves to display sex and beauty in their advertisements. Walking outside to see a beautiful face on a large building advertisement would not be a surprise to you. Though, being in international countries, for instance like Germany and CzechRepublic, are not as conservative as the Americans. They depict sex and beauty in a more descriptive way then the average American advertisements.
When looking at most European advertisements, they are more liberal than those in America. For instance one ad that I have seen in Germany depicted a naked woman with nothing but her heels on, covering only one body part with her hands. In Amsterdam two young women in sexy lingerie were promoting “wear less…” Another example is in the CzechRepublic an advertisement that displayed a naked girl in the sand. It was black and white and only her orange head piece was in color. These two
advertisements would never be represented in the States. In America, portraying naked girls is not conservative and goes against values and morals. So when you see European advertisements it’s a little shocki
ng to see something you wouldn’t expect to see on an outside building.
All of these advertisements, European or not, have showed off young, pretty, in shape women. Beauty is definitely a priority for both continents. No matter what country you’re in, beauty is always a part of the equation. Beauty illustrates a face that everyone wants to look like and be like. It makes the advertisement very attractive and attention grabbing. You can’t help but look at a beautiful face and wonder what that model is selling and how it works. It gives whatever product they are selling to the consumer an extra boost of confidence and interest in buying that product. This is why it is very common to have beautiful men and women in advertisements.
European advertisements would not pass in the U.S., and most likely would not work, considering the countries’ values and conformist image. Although it would not work there, it works in Europe. It’s what they are used to and something that is very common. It is not a shock when they see a naked woman advertised, because they have more of an acceptance to portraying the human body.
Skinny, plastic and beautiful is how America loves to display sex and beauty in their advertisements. Walking outside to see a beautiful face on a large building advertisement would not be a surprise to you. Though, being in international countries, for instance like Germany and CzechRepublic, are not as conservative as the Americans. They depict sex and beauty in a more descriptive way then the average American advertisements.
When looking at most European advertisements, they are more liberal than those in America. For instance one ad that I have seen in Germany depicted a naked woman with nothing but her heels on, covering only one body part with her hands. In Amsterdam two young women in sexy lingerie were promoting “wear less…” Another example is in the CzechRepublic an advertisement that displayed a naked girl in the sand. It was black and white and only her orange head piece was in color. These two advertisements would never be represented in the States. In America, portraying naked girls is not conservative and goes against values and morals. So when you see European advertisements it’s a little shocking to see something you wouldn’t expect to see on an outside building.
All of these advertisements, European or not, have showed off young, pretty, in shape women. Beauty is definitely a priority for both continents. No matter what country you’re in, beauty is always a part of the equation. Beauty illustrates a face that everyone wants to look like and be like. It makes the advertisement very attractive and attention grabbing. You can’t help but look at a beautiful face and wonder what that model is selling and how it works. It gives whatever product they are selling to the consumer an extra boost of confidence and interest in buying that product. This is why it is very common to have beautiful men and women in advertisements.
European advertisements would not pass in the U.S., and most likely would not work, considering the countries’ values and conformist image. Although it would not work there, it works in Europe. It’s what they are used to and something that is very common. It is not a shock when they see a naked woman advertised, because they have more of an acceptance to portraying the human body.
