CRI 630 Lecture Notes - Lecture 8: Corporate Social Responsibility, Tiger Woods, Air Jordan
18 Apr 2017
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Document Summary
Two elements that are always there: the presence of a bottle, the word absolute + a word . In the book : absolute larceny: font, placement of the words, typeface. Ad track ranks this campaign as one of the top recalled ads of all time. Only uses one medium , glossy magazines. One format : two word copy and image. Packaging is key : the bottle flaconnage . Campaign has become stuff of art legend. Iconoclasm : yearning for objects of value. Script type supposed to look as if its etched in glass. Big risk : it scored a 5 (out of a norm of 29 ) during consumer testing in terms of interest. Positioned not as a machine but as a style, an approach. Mac as female, ibm as male (big brother) Mac as strong, independent athletic and liberated.
