COP2 PRACTICAL- Idea 3, Slogans

Slogans 

Idea 3 is to create a typographical sexual innuendo campaign for a range for the client, Durex. The aim is create a campaign that promotes the use of sex in advertising but due to the nature of not including any imagery or offensive content is appropriate.

The campaign intents to use of sexual themes tor reflect the theory that sex is used to attract the audience attentions which is discussed heavily at the start of the essay. The essay also discusses the factors that make the use of the sex in advertising ethical and suitable, therefore this campaign will be appropriate due to the link to the product, links to the placement of the adverts, links the target audience age (factors mentioned in the essay conclusion). 

The idea is create to use typography to reflect the sexual themes rather than the more commonly use imagery style of sex used in the industry. This is done after analyzing the current sexual advertising market, many of the adverts that have been banned, received negative feedback or been felt as a offensive by the audience use sexual imagery which causes controversy therefore this campaign aims to use sex to grab attention in a way thats deemed less offensive.

Condom and more specially Durex as the client has been selected have due to the presence in the essay, the essay discus how the brand and condom advertising in general follow two many ways to advertising the item ; sexualize it, or make it scary. Durex have a history of using humours themes in there advertising and promotional work (for example the happy father's day card mentioned in the essay) therefore this style of humorous, lighthearted slogan fits with the clients tone of voice.       

aims - be sexual but not offensive or inappropriate  

The slogan aim to be humours to fit with the brands tone of voice but also not to overly sexual it's seen as vulgar , the aim is to create campaign with sexual content which is given by the audience's interpretation of the text, and relation to existing knowledge of the client products/themes. 

restriction to the slogans - 

The slogans need to be comical rather than vulgar, portray sexual themes without using overly sexual content. 

Slogan need to not be offensive to women, many of the research find slogan with the language relating to or along the lines of 'attack' or 'whack', these have not been used to make sure the campaign doesn't promote or humourize rape/violence.

The slogans need to be sexual open, a use no pronouns that would only exclude heterosexual sexual orientation.   

research -

http://www.condomslogans.com/

Slogan Research/ Ideas

-Cover your stump before you hump

-Don't be silly, cover your willy

-Don't be a loner, cover your boner

-You can't go wrong, if you shield your dong 

-It will be sweeter if you wrap your peter 

-If in heat, package your meat 

-Don't be a fool, cover your tool 

- Don't make a mistake, cover your snake 

- No glove, no love 

-Avoid a frown, contain your clown 

-Cover your peter it will be much neater 

-Wrap it before you tap it

-pack it in plastic, it'll be fantastic 

-Cover your stone before your bone

-Don't be a joker, cover your poker

feedback,

do you find any of these offensive or too far? do any of these make the audience feel awkward?


other companies that use innuendoes/slogans/type to express sex -

http://heavy.com/social/2013/04/sex-sells-16-hilarious-and-wtf-ads-with-sexual-innuendo/

-likes to product
-joke tone of voice/funny
-no sexual objectification due to no imagery
-tongue in check style
-relay on audience to give sexual content
-doesn't actually use any sexual words but sex implied
(too far for the target audience)

Spy + Glasses

This campaign uses sex to sell a non sexual related product but due to lack of imager and use of humour is seen as no offensive, the tone of voice isn’t exploiting or taking advantange of any subject therefore the campaign uses sex effectively.  The tone of voice make and design style allow the content to be expressed but in a less formal due to colour scheme and sans serif font choice therefore it appears humorous instead of inappropriate. This campaign uses no sexual word but the sexual content is give via the audience association with that phrasing of ad, its been design specialised to invoke sexual meaning without sexual content. 

http://www.telegraph.co.uk/news/health/news/6399370/15-smart-and-funny-safe-sex-adverts-that-dont-really-mention-sex.html

-uses type to show danger but also names
-uses type to express sex
-sell as scares audience
-darker tone than aim for for this project
-dramatic due to use of contrasts/simple minimal style and white space


http://celebnmovies247.com/sausage-party-sexual-inuendo-posters/

Poster Advertising this campaign uses humour and innuendoes to advertise the new movie 'Sausage Party', the movie is an adult comedy with major sexual themes which is reflected in the poster design. The posters directly express the sexual tone of voice of the film but uses type and language to do this via humour, the humour then softens along with the use of the illustrative imagery and humour give a lighthearted no offensive theme to the poster.

The type or imagery it's self has no sexual direct meaning but allows the audience to interpreter this the same way this idea intends to do, it uses sex to appeal to the audience and attract attention but its not offensive due way it's express via type and language rather than objectifying imagery. It lighten the tone to make sure it's not offensive to the audience, but also to target the intended audience but using sexual humour in a way which they will relate to and which will appeal to them. The target audience of this film is similar to the target audience of this idea, younger adult males which is expressed via the tone, style of design, bright colour and casual nature of the posters  this poster set shows how this style of advertising is a goo way to connect to and appeal to this audience which supports this idea's principles/style.