Analysis in the Real World

"When so many people stay continually connected throughout the day by mobile phone or computer, each person decides which advertising messages they care to receive and where to hear or view them. The ideas we generate will have to use media to build relationships and dialogue with people, allowing two-way conversations, offering utilities, with the understanding that each advertising message is an invited guest who can be tossed out at any moment if he or she does not bring something useful to the table." (Advertising by Design by Robin Landa, Chapter 4 pg. 48) If I was in charge of this ad in the real world I would create ads about growth and self appreciation. Create billboard about jewelry to incorporate the car.  Ad magazines with a love match pictures with people and the Acura's RLX car. I won't show relationships in funny comical ways. To show people why having this car is more than just a materialistic object. I would even go as far as tweeting things like "Where did you take your Acura RLX?" Or "Show us your best picture of you and your Acura RLX." Many if these ideas might or may not work, but when comes to advertising many things could happen. 

"Once you generate an ad idea, you need to evaluate it, testing it for functionality and creativity. Most ideas require refinement to strengthen them and to ensure they will work in practice. This is the point in the process to keenly critique your own concepts. This step requires evaluating, assessing, and logically supporting your viewpoint." (Advertising by Design by Robin Landa,  Chapter 5 pg. 74)

Creative Content

“Frames can be thought of as conceptual structures that determine meaning—the meaning of an argument or the meaning of a situation.” (Advertising by Design by Robin Landa, Chapter 3 pg. 35)“Frames offer meaning in context, and they help us understand our world and quickly assess what is going on in it.” (Advertising by Design by Robin Landa, Chapter 3 pg. 35)

As you look at following frames that I drew myself. Hopefully achieved my idea into paper. My art my not be amazing but I did best to show emotion and express the story line in 9 thumbnails.

“It can be useful to first break the object down into constituent parts and examine the attributes of each part.” (Advertising by Design by Robin Landa, Chapter 3 pg. 40)

“The act of creating art—painting, drawing, sculpture, ceramics, collage, photography, any traditional or nontraditional art—activates several parts of the brain, sharpens thinking, provokes the mind's associative network, and increases focus to a point where creative thinking can occur.

When creating art for a solid period of time, you enter into a meditative zone of active experimentation. Creating fine art frees the subconscious mind from the design problem and may lead to ideas.” (Advertising by Design by Robin Landa, Chapter 3 pg. 40)

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 The Script: 2014 Acura RLX 30 Second Commercial

Scene 1: Main character is looking at himself in the mirror. Fixing the bow tie on his Armani suit. He begins to reminisce.
Narrator: He starts to remember the first time he heard her name. Like a soft whisper, “Acura”.

He would not dare to say her name out loud, afraid that she might hear.

Scene 2: The main character is sitting in a cubicle doodling hearts around the name “Acura”. His first car is sitting in the shadows watching him, suspicious of his actions.

Narrator: He knew he was becoming obsessed, he knew that she knew of his new found love.

Scene 3: *Shows Acura RLX Jewel-Eyed headlights*

Narrator: Who could resist those eyes?

Scene 4: Montage of him and his first car. Playing video games, watching Twilight, his first date, and going to college.

Narrator: It’s not like he didn’t love his first car, he realized he just didn’t feel the same anymore.

Scene 5: His walking outside to his Acura RLX in the driveway.

Narrator: Then, again he isn’t the same man anymore. He has a new job, a new life, and even a new car. “The Jewel of Luxury. Acura RLX.”

Promotion

An advertising idea— or concept—is the creative reasoning behind a solution. One thought usually leads to another—as you write, you'll be thinking. (Advertising by Design by Robin Landa, Chapter 5 pg. 66) To create promotion I’m going to create a television commercial. I want to create a fun comical commercial to attract a younger crowd than Acura’s core market. “Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible.” (Advertising by Design by Robin Landa, Chapter 3 pg. 32) The commercial will go beyond reality to a world where cars are alive. I know it sounds silly, but what better way to attract a younger crowd than a fresh imaginative perspective how we view the everyday world. ”A composition is the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements (type and visuals) in relation to one another and to the format. For each and every composition, you use the formal elements (line, shape, color, value, and texture) to visualize type and images, employing basic principles (balance, emphasis, unity, rhythm, and proportion) in the process of composing.” (Advertising by Design by Robin Landa, Chapter 9 pg. 152)

The Big Idea

“A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.” (Advertising by Design by Robin Landa, Chapter 5 pg. 68) Let’s look at the Acura RLX so far… It’s a Flagship Luxury Sedan, in the price range of 40,000 plus, comes with top of the line features including p-aws. “Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience.” (Advertising by Design by Robin Landa, Chapter 4 pg. 49) The concept I chose is growth and change. I don’t necessarily mean physically but more along the lines of mental growth. You have gone or will go through a lot changes in life. For example, your first relationship, your first day of college, to your first “real” party, and your first time for a lot of other things.  You went through a lot of awkward changes but the most important thing you learned a lot. In other words you became older and wiser. Except through all those crazy changes and not so awesome moments there was something with you. What? , you might ask. Think about it. How did you get there? Your first car or more like your parent’s car and eventually they just gave it to you. It was beaten up, a little outdated and a sore eye to look at, but at least it had a working stereo. You never complain because it always got you to your destination. It was a connection only you two shared. It was their through the good the bad and the ugly. “Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas.” (Advertising by Design by Robin Landa, Chapter 3 pg. 36) I think this concept will bring a different comical perspective to my car ad because it’s more relatable to people.  ”Stories are a way for people to communicate and relate. In the course of a day, each of us tells stories to connect with others, to work things out, as a way of explaining what happened or what we are thinking and feeling. Some of us may even read or tell a bedtime story, a traditional tale or legend, or a literary tale.” (Advertising by Design by Robin Landa, Chapter 3 pg. 41)

Competitive Analysis

2014 Acura RLX vs. 2014 Cadillac XTS

The 2014 Cadillac XTS is fighting draw in a younger crowd than its core market of 62 year olds or to be even more accurate to 70 year olds. While the 2014 Acura RLX has a core market of 35-42 year olds.

“How does the brand or group compare to the competition? Is the brand or group a category or industry leader? In second place? A newcomer?”

(Advertising by Design by Robin Landa, Chapter 2 pg. 16) Both cars are starting at around $40,000 an above. Both can be fully equipped around $50,000. With a destination charge of $895 for the Acura and $925 for the Cadillac the Acura comes on top. Also with Acura you can get 20 mpg in the city than the Cadillac which only get 18 mpg. 31 mpg for highway compared to 28 mpg. Acura also comes on top for fuel economy. Acura RLX has 51% residual after 36 months and 37% after 60 months. Meanwhile the Cadillac XTS has residual value of 49% after 36 months and 32% after 60 months. With a standard rear seat heating/air conditioning controls, power moon-roof, rearview camera, speed sensing interval wipers, and accident avoidance system you can’t go wrong with the Acura RLX. Don’t even let me get started in dimensions and capacities because of course Acura RLX take the lead.

I’m giving you all the information that I have gathered between the two cars.

“In this phase, you examine, assess, discover, and plan; you are not conceptualizing or designing.” (Advertising by Design by Robin Landa, Chapter 2 pg. 17) Once you have examined all the materials, it is time to allow all you have learned to simmer in your mind. Taking a break from working on an assignment turns the concept generation over to your subconscious mind. Even when disengaged from concept generation, the brain is highly active. (Advertising by Design by Robin Landa, Chapter 5 pg. 74)

http://www.acura.com/tools/CompetitiveComparison/CompareResults.aspx?model=RLX&modelYear=2014&v0=35895&v1=36439

2014 Acura RLX: The Jewel of Luxury

The Acura RLX is came out with a new redesign look from the previous RL line. Every new product needs a slogan to sell it to the consumer. A statement with a nice ring to it or at least right to the point. “The product (or branded utility) should provide a useful and pleasant experience for the consumer.” (Advertising by Design pg. 3, Robin Landa)

Looking at and reviewing the Acura RLX my slogan is “The Jewel of Luxury. Acura RLX." I chose this slogan because I truly believe the Acura RLX is a beautiful luxury car.The word jewel because of the Jewel-Eyed headlights one of my favorite features. I believe the word will add and  enhancement to  the word luxury. The slogan is simple and right on the point of the product. It is short enough to remember without causing confusion. You don't want to overwhelm the consumer with a long or confusing slogan. "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Advertising By Design by Robin Landa, Chapter 5 pg. 68)

It’s always important when you go out into the world that you know: “All students, novices, and professionals should be aware of criticisms so that advertising can be made more ethical. It is far better to be overly concerned about respecting one's audience and aware of how veiled stereotyped thinking can be than to be unconscious of such matters.” (Advertising By Design pg. 13, Robin Landa)

Week 7 EOC: The Pitch Final Project

2014 Acura RLX

The 2014 Acura RLX sedan made its first appearance in Los Angeles. Redesign from the previous Acura RL’s line. The new Acura RLX comes with high interior, spacious rear-seat legroom, and with the latest technology, including an optional and surprisingly capable lane departure prevention feature. The luxuries RLX also come with features like precision all wheel steering and brake hold which holds the RLX in place automatically in place. All RLX models are equipped with Jewel-Eyed LED headlights which will provide a whiter, brighter beam than HID or halogen highlights, with less energy and lasting longer. The headlight even when off will give off a jewel-like appearance.

How does the drive feel?

“Further enhancing the dynamic experience is a standard all-wheel steering system and firm but communicative brakes. Acceleration from the 3.5-liter V6 is strong and smooth, aided by the well-spaced gears and silky shifts from the 6-speed automatic transmission. Amid the free-flowing praise we should also point out that the RLX is really quiet, thanks to a vibration-reducing active engine mount, an active noise reducing sound system, and on the Tech models and above, noise-reducing 19-inch wheels along with acoustic glass that further minimizes wind and engine noise.”

Of course safety is important. With anti-lock disc brakes, front-seat side airbags, full-length side curtain airbags and a driver knee airbag. Comes with a standard rear view camera. Rear parking sensors in the Advance package. It’s time to grow and get in a mature luxuriouss car like the 2014 Acura RLX. With a starting price at $48,450 and option of an advance package. This car come in 7 colors.

Resources:

http://www.edmunds.com/acura/rlx/2014/

http://www.acura.com/Features.aspx?model=RLX&modelYear=2014

http://www.motortrend.com/roadtests/sedans/1304_2014_acura_rlx_first_drive/

http://www.kbb.com/acura/rlx/2014-acura-rlx/