Exercise 12.1

Department Head Leaves

LYNCHBURG, Virginia - November 19, 2013 - Mountain East Medical Center has come to a decision to replace Director of Purchasing Department, Bob Wilkinson. Wilkinson's assistant, Johnny Toler will step up and become head of the Purchasing Department.

Toler has been with the hospital for 13 years and has experience in pharmacy. He began at the hospital as an assistant druggist, however he was moved to the purchasing department after the hospital pharmacy closed in 1978. Hospital Administrator Harry Illscott says, "Bob's abilities will be greatly missed at this hospital, but I know that Johnny Toler is a person we can all depend on to do whatever is necessary to keep his department going. I have great faith in him and in this hospital." Much of the staff is thrilled that Toler will be taking over. He is know for his effective organizational skills and leadership, he is respectful and he respects all of his co-workers.

The Medical Center has much to look forward to in the next upcoming months, there will be many new improvements that will help the purchasing department be more successful, and create a better work environment for employees. Toler states, "this hospital means a great deal to me and my family, and I will give my best efforts to making our purchasing department the best." Toler's wife is currently the head of the gynecology department at MEMC, and they have two children. Everyone here at Mountain East Medical is excited to work with him.

Press Contacts:
Harry Illscott
Mountain East Medical Center
harry.illscott@memc.com

Defending Champions
Both the Men's and Women's basketball teams strive for a winning season this year

Leaving the court with an outstanding season last winter, Liberty Men's basketball team has a bright future for this upcoming season. Last year they made national headlines for their amazing performance in the NCAA Tournament. This year's team is packed with experienced players - six returning seniors, including Antwan Burrus. As for the lady Flames, they have 15 wins in the Big South Conference under their belt. “The girls are used to winning, and they have high expectations, as I do,” said 15th-year Head Coach Carey Green. Liberty University takes athletics very seriously and our team's accomplishments are very important to us,  We have over 15 division 1 athletic teams, and we compete at a prestigious collegiate level. We believe students should show as much school spirit possible and attend athletic events, and we appreciate their support. We expect our athletic teams to strive to succeed and be the best they can be.

Television Ad Critique

1. What visual effects are used to define location?
Specific visual effects used in Ford's 2013 Mustang ad include the car driving on the streets through the city, showing specific individuals on the streets, and changing the color and pattern of the car to match the taste of each person that was shown on the street.

2. What sound effects are used to define action?
The music playing in the background gives cool vibe to the ad which goes along with the product of a mustang. The sound of the car in the ad also provides the definition of the action taken place, since the product is mean to be driven around.

3. What type of format is used?
The technique or format that is used in the ad is more along the lines of Fantasy, because the ad focuses on specific individuals, and as the car is driving by, the color of it will change according to which person is looking at it. The colors change to match what the person is wearing and their taste. Through this each individual is imagining themselves drive their very own Mustang that is personalized to them.

4. What is the target market of the ad?
The target market for this particular ad is rather wide in range. Most of the individuals are maybe in their late 20's or early 30's, however the ad also focuses on a little girl on the street. At the end of the ad it says, "everyone has an inner Mustang, unleash yours" meaning that their product is very versatile, very hip, and anyone can have one.

5. What benefits are offered by the ad?
Benefits that are offered by this ad are that you get to look cool and in style while driving this car.

6. Is there a call to action in this ad?
This ad does a great job at making people aware of the product, and what it is used for, and it persuades the audience to buy the product because it gives off an impression that it will make them cool.

Mustang 2013 ad

Adflip Critique

1. What is the promise of benefit offered by this headline?
The ad I decided to critique was StayFresh eyeshadow. The headline they used offered a promise of benefit that their eyeshadow colors are designed to last longer than the leading brands of eyeshadow. They also say that their brand of eyeshadow works well for people who tend to have more oily skin.

2.  How does the illustration demonstrate the product? How does the illustration attract attention?
The ad displays a picture of a woman applying the eyeshadow to her eyes. The image shows how the product is practical, easy to apply, and the consumer is able to see what the product looks like on. The illustration attracts good attention because the girl pictured in the ad is pretty, and she wears the product well. The ad also attracts attention by their use of color contrasting and the different fonts that were used for certain words.

3. What proofs of the promise of benefit in the headline are offered in the body copy?
Their product is proven to have long lasting color throughout the day that will not fade, crease, or smudge. Most eye colors tend to crease throughout the day for people who have more oily skin. However StayFresh colors, are designed for people with more oily skin and will stay vibrant and in place for the whole day.

4. What action does the ad tell the readers to take?
Just as the ad reads verbatim, it tells the readers to 'Go for the Maxi' meaning go for the extra and be bold with your choice in colors, to let their personality show through while looking good. 

StayFresh Ad

The Persuaders Critique

I watched The Persuaders in it's entirety. I was able to gain a lot of knowledge from this video and I was very intrigued by it. I think the director, Douglass Ruschcoff did a very good job with presenting the information, he tried his best and succeeded at being as unbiased as possible. The video mentions how in our society today we are bombarded with advertisements convincing us to buy something, or to think a certain way. The amount of advertisements that are present in major cities today has become so outrageous that advertisers have to 'break through the clutter' as they put it, to reach the people. What was really eye-opening for me was realizing how much influence the advertisers have on people today, and how most people do not even think about how or how much they are being influenced. The director made a reference to how consumers are trapped like a pinball with  the amount of advertisements around us. The video also had some interesting points regarding agencies that studied cults and why people followed them. They then related it back to certain brands such as Apple, and how their techniques are somewhat cult-like. They said that this kind of marketing and advertising makes people feel like they are a part of something bigger than just themselves, which I find to be totally true. Many of the ads thrown at us today are designed to tell us that if we do not have a certain company's product, we are outcasts. Overall, I thought the video was very well done and informative, and it mentioned a lot of things that are true about advertising today.