New Rules for the Juul

The FCC Commissioner is recently fighting back against advertising done be e-cigarette companies. The Public Health Cigarette Smoking Act of 1969 prohibited cigarette advertising on television and radio. However, this law did not prohibit any advertising against e-cigarettes (because there was no such thing). Advertisements geared towards the e-cigarettes are everywhere and are aimed at teenagers. By using things like the Juul, teenagers are using e-cigarettes twice as much this year as they were at this same time last year. The FDA recently made a new law where you must be 21 to buy e-cigarettes, however, they cannot get involved in the advertisement side of things. While the companies would never say directly that they are aiming to get the attention of youth with their bright, fun advertisements it is pretty easy to see. They offer various flavors which have caused a nicotine addiction outbreak. Even though the company says the aim of their advertisements is to stop cigarette smoking it has been proven that the e-cigarette is just a gateway into actual cigarette addiction. The FCC is concerned that they are about to see the next generation have a huge nicotine addiction due to how advertisements encouraged and normalized it. E-cigarettes are being advertised heavily in retail stores, television, the Internet, and print media such as newspapers and magazines which means that youth are likely to see advertisements about it daily.

As a 20-year-old girl, I can say without a doubt that I personally see advertisements about e-cigarettes quite frequently and I definitely think that is a problem. It is especially scary to me because we do not know the long-term health effects of them. I believe that there does need to be a law banning the advertisement of e-cigarettes for our generations sake.

“Smoking & Tobacco Use.” Centers for Disease Control and Prevention, Centers for Disease Control and Prevention, 15 Nov. 2012, http://www.cdc.gov/tobacco/data_statistics/by_topic/policy/legislation/index.htm.

Rosenworcel, Jessica. “FCC Commissioner: We Need to Crack down on e-Cigarette Advertisements.” USA Today, Gannett Satellite Information Network, 13 Feb. 2019, http://www.usatoday.com/story/opinion/2019/02/13/federal-communications-commission-e-cigarette-ads-addiction-juul-tobacco-nicotine-column/2632905002/.

“Morbidity and Mortality Weekly Report (MMWR).” Centers for Disease Control and Prevention, Centers for Disease Control and Prevention, 15 Mar. 2018, http://www.cdc.gov/mmwr/volumes/67/wr/mm6710a3.htm?s_cid=mm6710a3_w.

We need ads that ‘spark joy’

Ever since Netflix released the reality television series, Tidying Up with Marie Kondo, at the start of the year, it has sparked a decluttering frenzy all over the country. From influencers to even The Ellen Show, people have been talking about the KonMari method, which is essentially a philosophy that encourages individual to only keep belongings that “spark joy” to them while they are cleaning. Many people have cited that since they adopted the KonMari method, their life has indeed changed for the better.

As an environmentalist myself, it is good news to hear that many people are adopting a less consumerism lifestyle. This also got me thinking about how we advertise. Advertising is one of the most wasteful industry. To show you some simple statistic: each year through printing media advertising, we generate more than 7 billions metric tons of carbon dioxide. Every year, 10,000 tons of non-biodegradable PVC is directly attributed to outdoor billboards and not to mention the light pollution and waste from packaging.

A recent analysis published in the journal Science shows an alarming finding. Scientists found that climate change is accelerating much more rapidly than had been forecast— the oceans are heating up 40 percent faster on average than a United Nations panel estimated five years ago.

Over the past few years, there have been a few movements that encourage people to live a much more eco-friendly and less wasteful lifestyle such as the minimalistic lifestyle and the zero waste lifestyle. And brands like Patagonia, Klean Kanteen and REI also committed to not only make environmentally sustainable products but also advocate for consumers to only make a purchase if they really need. Yet it is still hard to change the consumerism mindset we have in our society today. In fact, the fast fashion industry, which is responsible for 92 million tons of solid waste dumped in landfills each year, is not slowing down but is expected to increase by 63% in 2030.

As people who work in advertising, I think we have a part to play to help the environment. Advertising is one of the main factors responsible for the obsessive consumption of modern societies; we create ads that ignite desire among people; we show them that they need things that they probably don’t. The impact of advertising not only affect the environment but also the consumer’s mental wellbeing.

I hope that in the future there will be more ads that truly “spark joy” and sustainable to the environment.

I Miss the ETrade Baby

ETrade is an investment company based in New York City. They provide services to individuals who want to invest online. They had an ad campaign that was very popular about 5-10 years ago that featured talking babies. These babies, through a series of gags and baby related humor, were used to show just how easy using ETrade was. The point they were trying to make was that ETrade was so easy that babies could use it. The babies electronically given adult voices and their mouths were made to appear as though they were speaking the words themselves. These commercials were great. They featured cute little babies getting themselves into adult situations and I for one think ETrade should bring them back. Their commercials were captivating, memorable, and hilarious. Here is one of my favorites: https://www.youtube.com/watch?v=EbnWbdR9wSY

I think that these commercials featured that “Valuable Virality” that I talked about in my last blog. They give the audience something to remember and to talk about. I can remember my dad always quoting ETrade’s commercials when I was younger and the fact that they still stick with me today says something about their impact. I personally have shown these commercials to my friends and family so I know for a fact that these commercials successfully achieved the valuable virality in at least one of their viewers. I think that this is one of the most clever and entertaining ad campaigns that I have ever seen. I wish they would bring these commercials back. I miss the ETrade baby and think they should bring him back.

“The egg” becomes the most-liked picture on Instagram

Earlier this month, a new Instagram account surfaced with the goal of becoming the most liked picture on social media, ever. Chris Godfrey, the man behind the account, posted the picture with the caption “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this.” Well, it happened. To this date, Godfrey has over 52 million likes on the photo, almost tripling the previous record.

Godfrey works for an advertising agency in London. Which probably helped his project up and running so quickly. Since being posted, the egg has since been aired on a Super Bowl ad and a Mental Health advertisement. The ad shows the egg being cracked from all the “pressure” it’s been receiving. It then goes on to say “If you’re struggling too, talk to someone.” All in all, the world record egg ended up getting more attention than originally anticipated. But, even if the success was a fluke, it still worked.

Eventually, I could see more and more people trying to break this record in the future. But as of right now, I just don’t see it happening. When I was in high school, the most liked picture on Twitter was a selfie that Ellen Degeneres posted that gained only 3.3 million likes. At that time, I thought that there was no way that a picture could get more than that. But here we are, 5 years later, with a picture that has close to 55 million likes. I am curious to see what the next big picture will be. But, for now, we must wait and see.

https://twitter.com/theellenshow/status/440322224407314432

https://www.standard.co.uk/tech/person-behind-record-breaking-instagram-egg-post-revealed-to-be-london-advertising-creative-a4056636.html

A hole in one for Adobe?

It’s been over 75 years since the very first commercial, which took place during a Dodgers vs. Phillies game in 1941. Since then, ads have developed and improved, tapping into trends and utilizing consumer insights to better engage their audiences. Today, advertising is an ever-changing landscape with high stakes and even higher price tags. So how do brands stay above the noise and set themselves apart? Many companies are exploring this issue by utilizing developing technologies to make their brand stand out.

One such brand is Adobe, who is known for being ahead of the curve when it comes to its creative and original promotions. This month, Adobe has made waves in the advertising world with an experimental TV spot during the PGA Tour Pebble Beach Pro-Am. Rather than a traditional sponsor commercial or name drop, Adobe’s logo and the words “PDF Like a Boss” will be superimposed directly on the green of the golf course between match play. This integration utilizes technology that normally would be saved for motion graphics used in highly produced commercials or TV shows and movies. Using this technology during a live televised event changes the standard for how advertisers market their products.

Why do promotions like this work with consumers? I see a strong parallel between advertisements like this and the native integration of ads on social media. More and more brands are moving away from flashy header banners and popups ads towards the more subtle, native ads that flow with the content consumers already enjoy on social media. The same is true with TV ads – consumers want to see genuine, credible promotional material that doesn’t overwhelm or annoy them. I believe in the future we will begin to see more of these natural advertisements both on TV and in the online space.

Self Regulation or Social Regulation?

Of late, there has been a continued push to have social media giants such as Facebook, Instagram, and Twitter be responsible for the content being posted on their sites. The reason behind this movement is a result of the influence the content has on younger social media users.

Currently, users on all sites are able to post whatever content they would like to their profiles. The only site that currently filters users posts at all is Twitter who defines certain content as being explicit and allowing other users to decide whether they want to view the content. Otherwise, there currently are no limitations on what social media users are allowed to post.

In the United Kingdom, government officials are looking to create legislation that will force social media sites to be more mindful of the content they allow users to post on their sites. The report by the Department for Culture, Media and Sport Committee says “We believe that a compulsory code of ethics should be established, overseen by an independent regulator, setting out what constitutes harmful content.” The proposed code of ethics would make social media platforms liable for the content being posted to their sites with the potential for hefty fines.

Should a code of ethics be created and companies be held to the standards put in place, there would have to be many changes made to how the platforms are currently being operated. There would have to be some sort of filtering process put in place in order to make sure that all content met the code’s guidelines. I don’t believe that there would be a simple filtering system that would work for all social media sites however, due to the unique types of posts on each individual site.

Additionally, the report wants to allow the public to communicate their complaints to the sites as well as give the regulator access to personal information.

To what point should the social media giants be held responsible for their users actions? If successfully implemented could this change how social media operates worldwide? And to what extent should individuals be able to express themselves versus creating a safe environment for all?

Ellicott, Claire. “Social media giants threatened with criminal charges if they fail to protect young users from harmful content”. Daily Mail. Daily News, February 17, 2019. https://www.dailymail.co.uk/news/article-6715575/Social-media-giants-face-criminal-charges-fail-protect-young-users.html

Snapchat Celebrates Black History Month with Virtual Art Gallery

Last week, Snapchat launched a special Lens that allows users to see and experience the artwork for black millennial artists. This was created as a way to honor Black History Month. Not only does this generate new exposure for these artists, but it also serves as a reminder to appreciate and celebrate the reason for Black History Month. This virtual art gallery features artists such as Gianni Lee,Bianca Pastel, Jessica Spence, Jameel Mohammed, and Paracosm, with music from Ivy Sole. To get to this immersive gallery, you can click on the rainbow-colored Lens in the carousel within the app, or you can scan in this Snapcode.

You are actually able to get a closer view of this artwork by stepping forward on real life, as the camera will zoom in to the pieces.

Snapchat’s use of interactive media has had a profound impact on the way people are able to view the world around them and how they communicate with their friends. I remember the day snapchat first introduced Lenses, also known as filters, in 2015. All of my friends were laughing in classes trying out the dog face and the face swap features. Now, Snapchat has stepped up the game with animated bitmojis and AR experiences.

This art gallery will be available through February, so Snapchat, reportedly, will be offering a sign-up option for creators who’d like their work to be considered for the program.

From a publicity standpoint, I think Snaochat is making a good choice by honoring such an important month. I can only imagine the attention they have received since launching this feature. The use of video and graphics in the Lens is simply amazing.

https://www.socialmediatoday.com/social-networks/snapchats-launching-new-ar-art-installation-project

https://mashable.com/article/snapchat-virtual-reality-black-history-month-art-gallery/#1iy.PjujEGq6

UK Lawmakers Attacks Facebook for Privacy Misuse

Since 2015, CEO Mark Zuckerberg has been in hot water with users and the privacy of their data when using Facebook. This has caused Facebook to buckle down on their privacy policies, as well as assure users that their information is not being sold or stored.

Unfortunately, though Facebook has reconciled with its users about data privacy, the company still has to answer to many international lawmakers. Particularly, UK lawmakers are reporting that after investigating, Facebook has been found to be misusing data and information obtained by its users. The lawmakers claim to have documents showing the unlawful transfer of data, and also evidence of Facebook purposefully running other developers out of business.

Facebook has responded to the allegations to say that there are more documents that give a fuller story for what is going on. Facebook also claims that they have not violated any law or policy.

The UK Parliament has requested to meet with Zuckerberg and other businessmen of Facebook to discuss the issue, but Zuckerberg refuses to show up to any of the meetings. This makes the situation even more heated, because Parliament wants a statement when presenting the evidence against his company.

Instead Facebook sent in representatives to speak on behalf of the company. Even though they answered many of the questions asked in the meeting, they chose to skip some of the questions, this has led lawmakers to believe that they chose people who weren’t qualified to answer questions of the caliber of the offense.

Furthermore, there are other countries who have accused Facebook of the same offenses. There has been conversations of having all of the international countries come together to fight against Facebook’s privacy violations.

https://www.cnn.com/2019/02/17/tech/facebook-fake-news-disinformation-report/index.html

Do Youtubers = Publicist?

Youtube has easily become one of the most influential ways to promote things from people to services. You can show an experience and give feedback without having to go through making a pitch, you get to go straight to the consumer, fan, or audience. Coming from someone who watches a lot of “famous” Youtubers, and have tried Youtubing myself there are a lot of pros and cons that come with basically trying to be your own publicist. Being a Youtuber comes with its cost in today’s age. Youtubers are constantly being watched since it is a video platform,they are putting out videos constantly to grow your following, and for full time Youtubers, your following and how you are perceived by the public is how you make money, endorsements, and sponsorships. They are now not only a full time influencer, but also a full time publicist. Many Youtubers get in trouble for their words and actions in videos and become their own crisis management publicist so they don’t lose everything. I found out from making my own videos how much it takes into making a video and what you say counts and can make or break you. Trying to be influential is hard to do without making someone mad, but the hardest part is not making your sponsor or endorser upset. Youtube can get views in a matter of minutes as an influencer. I believe Youtube is going to be the new outlet for Public Relations and Publicity in the near future. It meshes together so many different forms of Public Relations from promotion to crisis management. Soon most publicist will conquer what it means to be a youtuber, fixing their image just as fast as the professionals.

Pixar’s New Short Film Promotes Disney+ and Talks Workplace Diversity

Pixar released a new short film called Purl in order to promote their new streaming service Disney+. The short follows a ball of yarn named Purl that begins a new job in an all-male office. The other characters have stereotypical white male personalities. They are aggressive, do not include Purl in their conversations and look down on her, they all look the similar, and get excited about going out for drinks and wings. Purl changes herself to fit in, realizing that she gave up who she was when another ball of yarn starts working there and reminds her of who she was. The film ends with Purl going back to her old self and the men working together with many more balls of yarn. The message of the video was to bring up the diversity, expectations, and challenges working women face. It takes a look at “Bro culture” with the company Purl works for even being named “B.R.O. Capital”.

This film reminded me of the Gillette ad we discussed recently by the way the men are portrayed and the stories Gillette and Pixar are trying to tell. They both are recognizing the behaviors that society has accepted and challenging them. Purl seems to be getting more praise so far for their take on the issue than Gillette has. Many women have resonated with the story and have commented saying that it described their career experiences accurately.

Videos have the power to convey messages in ways that sometimes words can not. Dove does this in their Evolution campaign which was a huge success and widely praised. Creating this short film was a good way to call attention to issues in society and the Disney/Pixar brand. It brings people into a conversation and spreads their name.

https://nofilmschool.com/New-Pixar-Short-Purl