Ariel Feldman's Blog #1 (9.11.13)

Today's class really energized me and made me even more excited about the increasingly fast paced trajectory of the semester. When I learned that Professor Jarmon invented Snapple Facts, I almost died - I spent every lunchtime during middle school trading Snapple Facts with my friends; he had a direct impact on my adolescent social life! (Peach is my favorite flavor). I really like the fast paced energy of the class, and I am looking forward to seeing the work environments of various facets of the communications industry on our field trips. I really believe that the "vibe" at a workplace is very important in determining one's overall happiness there. When Professor Jarmon asked us in class if we can judge if a party is "for us" when we walk in, I felt the same way about the field trips - I think we will gain an invaluable understanding of being able to determine what is "for us" from this class, which doesn't apply just to a career, but all aspects of life as well.

For my TTIY project, I picked the Dove "Go Fresh" campaign. I picked it because I don't use Dove deodorant or shampoo, but I do use their Sensitive Skin Body Wash, and have recently been inspired to purchase the  Go Fresh brand once I run out of my current body wash. Lately, I have been noticing the Go Fresh campaign commercials on TV and in print and they instantly grab my attention and make me want to buy the new "cool cucumber" products. The white background, big pop of color, trendy music, and good looking, smiley girls in the ads pique my interest and make me want to learn more and purchase the line. It sort of reminds me of the images at Abercombie + Fitch in the sense that it seems to be an aspirational campaign, but the difference is that it isn't an unattainable aspiration, since Dove is based on "Real Beauty". The Real Beauty campaign resonates deeply with me - I am a big fan of Dove's high level of social consciousness as a whole, so I am looking forward to investigating more about the Go Fresh campaign.

So far, I have learned that their mission statement is: "Dove is committed to help women realize their personal beauty potential by creating products that deliver real care." The emphasis on "realness" and "personal potential" are touch points that tug at me, so I am looking forward to delving more into how they came to use these particular words in their campaign. I also learned that Ogilvy + Mather helped to construct the "Go Fresh" campaign.

Attached is a picture that I like from the "Go Fresh" campaign - it is a print ad.