How Associational Juxtaposition Works in Print Advertising

For an advertisement to be effective, it needs to be credible to the audience. Credibility or ethos is usually found in the product, or the company that sells the product. Another way to establish a product’s ethos is to do celebrity endorsement. When people see that a celebrity that they like and trust is using a product, it makes them believe in both the product and the company. In advertisement, when the ethos of a company or product and the ethos of a celebrity are combined, it is called associational juxtaposition. This just means juxtaposing an image of a product with something more desirable.

Associational juxtaposition is a technique of print advertising in which a product image is juxtaposed with an image of a person, object, or situation toward which the intended audience can be assumed to have positive feelings.

imagesIn the case of Diet Coke, Marc Jacobs’s image is juxtaposed to it because of his reputation as a good designer and a sexy man. The hotness of Jacobs makes Diet Coke looks sexy and infers that people who drink Diet Coke are sexy, or by drinking Diet Coke people become sexy. Diet Coke, a product mostly advertised to women needed a push so that the target audience will have even more faith in the product than before. By combining the strong ethos of Diet Coke as a product and Marc Jacobs’s ethos, it gives Diet Coke a positive image by making it look more sexy and accessible to people.

Therefore, associational juxtaposition is a form that functions and a function that forms. It functions to lead the audience to associate unrelated ideas as closely connected, and consequently, to transfer emotions and attitudes attendant on one to the other. Therefore, the way people feel about Diet Coke is transferred on Marc Jacobs and vice versa. Those who think that Marc Jacobs is sexy will now see Diet Coke as a sexy drink that leads to more sexiness. And those who see Diet Coke as a credible product will trust Marc Jacobs as a designer because they will feel like Coca Cola wouldn’t have hired him to endorse its product if he didn’t have a strong ethos.

Having formed the discourse, associational juxtaposition goes on to form the perceptions and interpretations the audience has of the world. These perceptions and interpretations can impact significantly ways the audience acts, reacts, and interacts with their world. This ad trains on each other’s ethos to enhance the perceptions that people had about both Diet Coke and Marc Jacobs. This new perception of Diet Coke will change the way people see it and will also change how they identify the designer and his products.  Associational juxtaposition, then, can function to form individual and collective perceptions of reality. It can build on existing ethos to make an ad more effective or transferring a strong ethos to a product that would not have otherwise to be credible.


The Problem With Online Dating Websites?

online-datingOnline dating websites are now so popular that I can bet that everybody can name at least one online dating website that they either know, or use. With 90 million single people between the age of 19 and 45, no wonder why online dating websites are booming everyday. Although the need is there, what should people expect from using a website to find that special someone? Well, so many things to expect.

The biggest problem with online dating comes not from the websites, but mostly from the users. Many people believe that by joining an online dating website, things will happen just by magic. It’s not easy because you don’t meet people you are interested in in matters of minutes or days. It takes some time to meet someone who you are interested in and who you think might be interested in asking you out.

The one thing that every person joining an online dating site must learn is PATIENCE. You have to be patient about meeting people and don’t be frustrated if you don’t see anyone who interests you within a week or so of opening your account.

The other problem with online dating is that we never know who we will meet online– good and honest people, criminals, psycho, etc.

Despite the need and demand for dating and the increasing number of single people, online dating isn’t always the best option. Most people who try online dating end up giving up on their search as soon as they feel frustrated  for not meeting people they wanted to. According to Forbes magazine, 99 out of 100 online dating sites  fail, and because some have an unsavory reputation, you won’t find many Angel or VC investors who are interested. Plan to focus on that other popular tier of investors – founders, family, friends, and fools.

Maybe we should come up with a new way to meet people. If the traditional ways aren’t working for most of us, and if online dating is as unsuccessful as traditional place (bars, library etc.), then we need to come up with a new system of matching people , or at least a new way to meet people. Whether we like it or not, the need and the demand are there, and they need to be addressed.

Are new technologies endangering human interactions?

Now everyone that I know has access to internet either on their mobile or any other device. If you ask people the best invention that has improved their lives in the past 30 years, I am very sure that many people will talk about the internet being one of them, if not the best.

I wouldn’t disagree with that assentation. As far as I can remember, I have always used the internet, and I can’t imagine myself spending a whole day without accessing the internet through my phone, my laptop or any other device that can allow me to.

I use the internet to do my homework, to do research, to Skype with my family and friends back home, to get news, to watch movies and TV shows, to shop  etc. in general everyone would agree that the internet, and various devices we can access it on, have made our lives easier. For example, you don’ even have to have a pen and a stamp to write and mail a check. You can write an e-check and send it electronically. How awesome is that? We don’t have to go to travel agencies to book a flight. We can do it online and it takes less time and energy.

cellphonepeopleHowever, I am worried about one thing. I am just worried that pretty soon, we won’t be able to interact with people face to face, or just meet people that we randomly meet that have a positive effect on us.

Last week I read an article that at the airport in Minneapolis, most restaurants will have Ipads or other types of tablets available for customer to use. I told myself, what’s a great idea? But when I read further down and it said that people could now order their food using the tablet, many questions came to me. If people can order using a mobile device, then there is no need for a waitress or waiter. some may agree that it’s fast and good to be able to order using a mobile device, but why don’t we see the value in human interactions? talking to a server may be the only human face to face conversation that some people have in a whole day. depriving hose people the chance to smile or to talk directly to other human beings is a disaster to me. It’s like denying people water or air.

We spend most of our time using our cell phones or other mobile devices. And while we’re doing that, we’re tuning out the people who are actually in the same room as us. We seem to have long ago crossed the line as to where doing this stuff is appropriate. It’s really scary how far technology is taking us and I am worried that in the years to come we will end up not having face to face conversations with the people we live with at all. It’s already happening. For example, I live with my cousin, but I find myself talking to her on Whatsapp instead of going to the next room and talking to her face to face.

It is great that technology is changing positively our lives and making it easier to do certain things. However, it shouldn’t undermine the importance of human interactions, especially face-to-face conversations every time we can do so. I promise myself that I will do my best to communicate face to face every time it is possible to do so, and use technology devices appropriately.

Charles Ramsey, New Internet Star Without Planning on It

When the three women who were held captive in Cleveland,Ohio were saved by a neighbor, Charles Ramsey, the rescuer fame has gone viral over the internet. Amanda Berry who went missing 10 years ago the day before her 17th birthday was helped by the new internet star, Charles Ramsey, who heard her call for help. Amanda was not alone in the house. She was held captive along with two other girls. Thankfully, Charles heard their cry for help and called 911.

Charles was interview when the police came and his speech has gone viral all over the internet.

“I knew something was wrong when a little pretty white girl ran into a black man’s arms. Something is wrong here. Dead giveaway.”

His choice of words had made him not only a hero, but also a star. It is a matter of minutes today for something to go viral on the internet today. Sometimes, it happens even without any control. Things just happen on the internet. 

“The Internet likes to celebrate our heroes,” said Ben Huh, CEO of The Cheezburger Network . A video of Ramsey was the top item on the site Wednesday. “In our own way, this is our celebration of Charles Ramsey.”

Of course, there was the inevitable auto-tune. The Gregory Brothers, known for “Bed Intruder,” “Double Rainbow” and other Internet-famous videos have contributed to making Ramsey famous with the Dead Giveaway  video. This video is much like the Bed Intruder because of the likeness of the two characters. Both Antoine and Charles saved someone, and they both have a special way of speaking, which makes me laugh in a good way.

For those who didn’t see the Bed intruder, here is the video, it is very funny.

Ramsey is off to a good start because today, the web loves him. Hopefully, he can be used to do some advertisement for McDonald’s or another company, because using him will be legit.

Responding to a Crisis in Real Time

Now that we are all more or less social media addicts, we are just giving more work to companies out there, especially if they are dealing with a crisis. responding to crisis today has become easy and challenging at the same time. Social media usually amplifies the a crisis because of the number of people who are on site like Twitter or Facebook. In the old days, if an add was offensive, it takes some time for everyone to see it and the company can pull it out before more damage is done. Today, you release an ad on TV, in seconds it’s already uploaded on YouTube and before you realize, everybody is either sharing it or commenting it on Facebook and twitter.

If a company’s PR team is on top of everything, they can plan ahead of time what to do if a crisis arouses. In this case, Social website that usually are dangerous for spreading quickly messages, can also become the very best tool to react , to engage in a discussion or to apologize, there is need to.

Being on top of everything is very rewarding, especially if you are able to turn an unfortunate situation to your advantage. That’s what Oreo did, during the Superbowl blackout.



Not only did Oreo get publicity for the tweet, but also it made itself talked about weeks after the Superbowl. This tweet was retweeted 10,000 times in an hour. This just shows how easy you can turn something around. According to AdAge, the Oreo graphic was “designed, captioned and approved within minutes,” according to Sarah Hofstetter, president of the cookie brand’s digital agency of record, Dentsu-owned 360i

Therefore, it is very important for every company to have a crisis plan that involves the worst scenario. By having one, companies are setting themselves to control any crisis, if it ever came up. Using Facebook, twitter, or another social networking site, it allows the company to send out a message very fast, and reach as many people as possible.