[JOMC 101] - Midterm Exam Guide - Comprehensive Notes for the exam (44 pages long!)

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JOMC 101
MIDTERM EXAM
STUDY GUIDE
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MeJo 101
Week 9, Day 1 (October 17, 2016)
Deb Aikat’s Opening Act: Epochal Events
Professor Dana McMahan: Selling Funny
SNL Video Presidential Debate #2 Town Hall
50% of ads today are light-hearted
10-15% are laugh out loud funny
Humor is different for everyone
o As a result, you have to be careful
Max Shoes Advertisement
o Foot hole in shoe = model’s jaw drop
o Not necessarily laugh out loud funny, but it’s clever
Selling Funny is…
o Personal
Comedy digs deep into a subject where the audience can see themselves
To make this work, branding requires alignment with both the audience
and the subject
Butter Country Crock Example: didn’t show faces, but showed hands
More Cynical Advertising Titanic Spoof from Utopolis “Reality
Sucks”
Tide To-Go Ad Coffee Stain on Shirt During Interview
o Connected
A joke occurs at the intersection of two ideas
Emotional truths and human connections build the story
Can a product benefit make this happen?
Energizer Batteries Ad “Never Let Their Toys Die”
What kids would start doing if the batteries in their toys died
o Unexpected
Comedy often connects ideas that are wildly opposite
Brands must find a way to do that and not lose the brand message
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Use:
Hyperbole
Contrast
Metaphor
Slapstick it happened to someone else so I can laugh, but I
wouldn’t want it to happen to me
Lecithin Ad “Helps You Remember”
Man with one arm feeding alligator
o Directed
Comedy techniques manipulate the audience
This means taking the viewer/reader down a particular road and then
surprising them along the way
American Flag on Moon that says “Made in China”
o Precise
Really getting a laugh means pulling the rug out from under your audience
Timing is everything in comedy
The pace must be controlled
Brand stories must have this same level of precision and must connect
back to the product in a way that is meaningful and memorable
Pasta Company Pictures of people eating pasta on the sides of boats
where the ropes hang
For brands, comedy creates:
o Storytelling sticking power
o Consistency
o Recognizable brand identity
o Impactful brand personality
Comedy is full of both subtlety and exaggeration, and the magic is in the DETAILS
Advertising creators must master:
o A keen observation of the world around
o A sharp sense of subtle human interactions
o A willingness to take risks
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