Pepsi, Refresh Everything, 2009

http://www.youtube.com/watch?v=pDix0VvrV1g


Why was it introduced?


The new Pepsi campaign was introduced to take away market shares amongst the market leaders (such as coke) and also amongst cheaper rivals.



TBWA Worldwide unit of Omnicom from Los Angeles took over the creatives for the campaign.


The people for whom it is created are teenagers and young adults.



Large Amounts of Money were invested in advertising on billboards in big cities including New York and Chicago. Also Television advertisement was a success.



Attract attention, The colors of the graphic, the round shape of the logo, the use of the round shape in various situations attracts attention.



Develop Interest, The Hooks such as "Refresh Everything" mainly develops interest.(In this case I personally think that the Pepsi's logo attracts attention.


Develop desire, are the rethorical devices. "Refresh everything" is a clear sign of not only starting with a new logo and by offering the consumers a change, possibly more people are going to "convert" to Pepsi.


Moves To Action: In the ad on youtube (http://www.youtube.com/watch?v=pDix0VvrV1g) at the end it offerst the link which at the same time is the slogan/hook.



The Campaign is incredibly similar to Barack Obamas idea of change. This is the exact same example of the idea of social targeting, of the youth naturally seeking for a change. To the youth this ad was successful.

Reggae Outline

Introduction-Where it originates
Thesis: Reggae has a big influence on a big group of people.

Link

1st Paragraph: Development of Reggae as a Style. Examples include (Early Jimmy Cliff, Marley, to Burning Spear, Contemporary Alpha Blondy)


2nd Paragraph Its socio political influence. (bring examples)

3rd Paragraph

Conclusion:
Conclude the development of reggae
Conclude its socio political influence
Reggae after Bob Marley and Peter Tosh

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Reality TV Shows

-Big Brother
-Survivor
-The Real World

Key Moments + (Characters, Themes, Motifs, Dystopia)

Beatty forces Montag to burn his own house and the books

Characters: Guy Montag, alienated protagonist
Captain Beatty: alienated protagonist
Themes: Society vs. Man, fire vs. culture, information vs. understanding
Motifs:Fire cleanses
Dystopia: Montag doesn’t want to burn his house and therefore kills a mechanical hound.


Guy Montag meets Clarisse

Characters: Guy Montag, alienated protagonist
Clarisse, Catalyst

Themes: information vs. understanding

Motifs:

Dystopia: Montag is starting to ask himself deeper questions after meeting clarisse.




Guy Montag watches the old woman and her house burn + reads a line and steals the book.

Characters: Montag, alienated protagonist
Old Woman,

Themes: information vs understanding
fire vs culture

Motifs : fire, fire cleanses

Dystopia: Montag is deeply irritated why someone would die for books, and draws deeper questions.

Montag toasts Beatty with the flamethrower and Flees.

Characters: Montag- Alienated protagonist
Beatty- alienated antagonist
Themes:

-Society vs. Man
-Fire vs. Culture
-Fire Cleanses

Motifs: Fire, seashell

Dystopia- Montag is beginning to put things right.


Mildred tries to kill herself
Characters: Montag-Alienated Protagonist
Mildred, Symbolically representing society

Themes: Medicine vs. Health, Man vs. Society

Motifs:

Dystopia: His wife taking too many sleeping pills.



Mildred tells Montag that Clarisse died after a car accident.

Characters: Montag-Alienated Protagonist
Mildred, symbolically representing society
(Clarisse, Catalyst)

Themes: Man vs. Society, information vs. understanding.

Motifs:

Dystopia: The person he tried to understand has now nothing to say.


Beattys dream about Montag

Characters: Montag, alienated protagonist

Captain Beatty, alienated antagonist (catalyst and enabler)

Themes: information vs. understanding

Motifs:

Dystopia: Beatty tries to convince Montag by arguing that books confuse the thoughts of man, before Montag gets taken to his own house where he hid many books.



Montag and his escape to Faber, while being hunted by television network helicopters.

Characters: Montag, alienated protagonist

Faber, catalyst/enabler


Themes: Man vs. society, (media vs. knowledge??)

Motifs:

Dystopia: Montag is now a criminal and is going against the moral of society.

Montag's killing of Captain Beatty

Montag, the alienated protagonist and Beatty, the alienated antagonist, were both playing cards at the firehouse. Beatty tries to convince Montag that books confuse the thoughs of man, and that he had a dream about Montag. Montag just goes along as the fire alarm rang. Beatty then takes Montag to his own house, telling Montag that he knows that hes in possession of Literature. He therefore forces Montag to Burn his own house.

However, after finding Montags ear piece from Faber, he tells Montag to find Faber, the enabler in the novel. Montag then puts the flamethrower on Beatty and toasts him to death and flees to Fabers house. Montag sees Faber as a new guide in his controversial life. Beatty still had control over Montag through authority, however, Montag chose to kill him for his own freedom.

The Usual Suspects

The protagonist, "Roger 'Verbal' Kint" gets interrogated by Kujan, the police officer. Verbal is alienated from society through his clever way of telling the officer complete lies. Added to this, Verbal is purposely trying to interrupt the interrogation simply by asking for a coffee or asking for a cigarette and he will not stay calm and keep on giving arguments why he needs that coffee. Also, to provoke the officer he drops a lighter, so that the officer can pick it up. Even though the officer tries to put the protagonist under pressure in his interrogation, he has no chance of keeping up with the menthal strength of Verbal. In that time, the movie switches back and forth from present to past. Verbal has his own moral code simply because he fools the officer and leads him into the whole different story, and as soon as the officer notices, puff "hes gone", like verbal said.

Film Noir Elements in Brick

Femme Fatale
Film noir contains elements which support the theme and the film noir theme gets served by codes and conventions. An example is the femme fatale. The femme fatale in film noir serves the purpose of bringing the protagonist into danger. However, the femme fatales can be broken into two types. There is the one that brings the protagonist purposely into danger, and theres the femme fatale that does not do it on purpose. Emily in Brick is the femme fatale and tells Brandon, the protagonist, to not care about her since things have gotten too intense. Brandon is in love with Emily and therefore he starts the adventure into the underworld of criminals.

The femme fatale ties the protagonist further into the knot of problems. The protagonist gets pulled into a world of wealth, corruption and drugs, which are also elements of the underworld in film noir. Example in brick is when Brandon gets kidnapped and brought to The Pin. This is the first time Brandon is seriously in danger and the first time he has contact to the world of wealth, corruption and drugs. A twist in the story leads Brandon to cooperate with the underworld, just in order to get the information he wants, which is extremely dangerous, but at the same time extremely brave and clever.

Film Noir

Codes include characters, plot structure, narrative structure, and
Conventions

Protagonist is alienated from society.
Protagonist in film war have their own moral code.
Difference is that a protagonist in detective fiction have their own rules for getting justice, in film war the protagonist has his complete moral code. (Generally without morals)


Protagonist
Film Noir HBDF

Amoral own moral code
Alienated from society loner(possibly with partner)
Anti-hero







Anti-hero
Violent
Likely to be an Alcoholics
t-shirt/"wifebeater", jeans and leather or bomber jackets are physical iconic elements.


Crime
Investigation
Punishment



Plot

Film Noir -> alienated protagonist (loner) -> Femme -> destruction


Narrative

-Use of flashbacks
-no happy ending
-convaluted story-telling
-often a series of twists in the storyline

Antagonist=Femme Fatale



Themes:
-Dark and sinister world
-paranoia rules
-psychology influences everyhthing





Noir conventions
Black and white-in sharp contrast
-smoking
-extreme camera angles
-venetian blinds
-lamps
-alcohol
-fog
-weapons
-dark alleys
-the underworld, as a setting
-diners
-bars
-high heels
-obscured light
-single source light
-colour contrasts
-shadows



Camera angles
Tilted
-dutch tilted
-pov (point of view)
-looking up at other characters

paragraphs