Monthly Archives: November 2019

The Joys of Decorating

endcap at Schnarr's Hardware in Webster GrovesThis past Wednesday was a pretty gloomy day weather-wise. It wasn’t terribly cold, but it was relentlessly gray and damp. While working at Schnarr’s Hardware in Webster Groves on that day, I was given the task of helping to hang garlands and wreaths on the outside of the store. We were preparing for the Old Webster Holiday Open House which runs from 10 am – 4 pm today.

Whether it was the physical exercise involved or something inherently joyful about decorating, almost immediately my dull mood turned lively and creative. Over the next few days I got some of my Christmas stuff out and started brainstorming on decorating ideas for the store and the home I share with my husband Tom. I finally got some ideas for the endcap in the Garden department that I decorated and update from time to time. I added some paper flowers I made with tin birds, seed packets from Botanical Interests, some little tin watering cans, a canvas mat with attractive lettering and some holiday faux greenery and floral pieces.¬† I’d been stuck for awhile on ideas but I finally felt inspired. If you’re going to the Open House today be sure to stop in Schnarr’s – there are some new¬†holiday items to see and and lots of festive lights and decorations!

For many years when I lived alone in my condo I did not bother with displaying Christmas decorations. I made them because I love to make them and always will, but since I didn’t have many visitors I thought it was not worth the effort just to decorate for myself. Before I met my husband, I was dating a guy for the first time in many many many (did I say many) years and I did decorate a bit while seeing him since I finally had someone else to decorate for. I think I have learned a lesson from these experiences – it’s exciting to work on decorations and displays for business purposes because selling things and creating excitement in a store is a lot of fun. But it’s also worth doing just for yourself, whether you live alone or not. You can choose to shop for a lot of new items, use old favorites or combine old and new. If you find that decorating lifts your winter mood, you are worth the effort all by yourself! You could look at it as a form of necessary self care. Tom and I will have to be somewhat restrained in our decorating at home because we have cats, but we can do something and I’m going to make the effort. (The mistletoe is up already, to make sure we get lots of use out of that!)

Matching Advertising To The Right Audience

Here is one of my homework assignments for Media and Culture class. We were asked to bring in two ads and answer questions about them. Here is my response.

Ads by Fujifilm made for different products aimed at different audiences.
Ads by Fujifilm made for different products aimed at different audiences.

On the left is an advertisement for Fujifilm lenses, and the right shows advertisements for Fujifilm cameras. The advertisement on the left is from American Cinematographer magazine and the rightmost advertisements are samples of graphics made for social media and other campaigns.

1. Does the communications strategy of the ads differ? How?

The ad in American Cinematographer features an industry professional giving a testimonial about the quality of the product. The strategy is to appeal to an audience that is looking for serious professional equipment. The format of the ad is appropriate for a magazine which an older audience is more likely to be reading in the first place.

The ads for the Instax camera are meant to appeal to consumers taking snapshots. The consumer ads are designed for social media which is used more by younger people.

2. Does the style of the ads differ? How?

The professional ad uses serious colors, typefaces, and a photo that shows the professional looking intent and purposeful. The technique used in the photo is one that would catch the eye of professionals who know what lenses and professional techniques such as depth of field can do to enhance a subject. The focus is on the face of the professional person and both the foreground and background are out of focus which makes it an effective photo in itself but also shows off technique.

The consumer ads are much more brightly colored and contain less text than the ad aimed at professionals. It looks like the product is fun to own and use due to the bright trendy colors and sample pictures of social occasions. The consumer ads are also shaped and sized differently for use in different media, for example sharing on social media as opposed to sitting down and reading a print magazine.

3. Does the content of the ads differ? How?

There is more text in the professional ad. This type of consumer would need to know about photography to be interested in the product and know how to use the product. Such a person needs to know at least a little technical information about the product to know whether they would be interested and would be willing to read the small text. There are also references in the text that would mean something to professionals and give the spokesperson credibility. The professional pictured is male and the creators of the ad are apparently assuming the majority of the interested consumers would also be male. The person is a mature age but not elderly so at a stage of life where people are usually at a professional peak. There are small pictures of the product in the ad but the professional in the main photo is the dominant image.

The consumer Instax ads have less text. The consumer for this product is going to want something simple to use and is familiar enough with the concept of a camera to know how to take snapshots. The intended audience wants to have fun with the product and the bright colors and images of social situations suggest fun very effectively. The consumer is presumably interested enough in fashion and trends to respond to different color offerings. Instead of technical specs there are words like “cute”, “party”, “fun” and “instant”. The majority of people shown in the photos are young and female. The product looks simple enough for a teen or tween to use. An older consumer who is a crafter and into scrapbooking might also be attracted to the bright colors because they coordinate with a lot of popular lines of craft supplies. The pictures of people are small and subordinate to the product which is shown much larger.

I also put some magazine ads on a Pinterest board to look at, with the publication and date indicated.

https://www.pinterest.com/chasenfratz/media-analysis/magazine-ads-2019/