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•May 15, 2009 • Leave a Comment



The “Keep Walking” campaign has run in more than 120 markets over eight years, with more than 50 TV adverts and more than 150 print ads, with Johnnie Walker racking up incremental sales of $2.21bn (£1.4bn) over the period. the audience targeted in this advert are adults since we all know that underage drinking is forgibited in most countries. havent u ever wonderd what do they mean by ” keep walking” well heres the answer:”A man was judged a success not by where he was, but where he was going,” they were trying to forge a connection  between the desire to progress and Johnnie Walker. i think the technique used over the years is card staking cause well first of all they never hav shown us the negative sides of alcohol drinking they only have told us that alot of celebs like sir sean connery drinks johnny walker why shouldnt we.:)

ps:Johnnie Walker’s “Keep Walking” campaign  won a trio of gongs at the Institute of Practitioners in Advertising Effectiveness Awards.

jad fakhry


propaganda techniques: bandwagon and cardstacking

•May 15, 2009 • Leave a Comment

Bandwagon: Bandwagon is one of the most common techniques in both wartime and peacetime and plays an important part in modern advertising. Bandwagon is also one of the seven main propaganda techniques identified by the Institute for Propaganda Analysis in 1938. Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. Bandwagon propaganda is, essentially, trying to convince the subject that one side is the winning side, because more people have joined it. The subject is meant to believe that since so many people have joined, that victory is inevitable and defeat impossible. Since the average person always wants to be on the winning side, he or she is compelled to join in. However, in modern propaganda, bandwagon has taken a new twist. The subject is to be convinced by the propaganda that since everyone else is doing it, they will be left out if they do not. This is, effectively, the opposite of the other type of bandwagon, but usually provokes the same results. Subjects of bandwagon are compelled to join in because everyone else is doing so as well. When confronted with bandwagon propaganda, we should weigh the pros and cons of joining in independently from the amount of people who have already joined, and, as with most types of propaganda, we should seek more information.    

Card stacking: Card stacking, or selective omission, is one of the seven techniques identified by the IPA, or Institute for Propaganda Analysis. It involves only presenting information that is positive to an idea or proposal and omitting information contrary to it. Card stacking is used in almost all forms of propaganda, and is extremely effective in convincing the public. Although the majority of information presented by the card stacking approach is true, it is dangerous because it omits important information. The best way to deal with card stacking is to get more information.

jad fakhry

Quotes about the Media

•May 13, 2009 • Leave a Comment
The media’s the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that’s power. Because they control the minds of the masses.”

 Malcolm X quotes

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.”

 William Bernbach quotes

      “All media exist to invest our lives with artificial perceptions and arbitrary values”

 Marshall McLuhan quotes

      “The media tends to report rumors, speculations, and projections as facts… How does the media do this? By quoting some “expert”… you can always find some expert who will say something hopelessly hopeless about anything.”

 Peter McWilliams quotes

“The news media are, for the most part, the bringers of bad news… and it’s not entirely the media’s fault, bad news gets higher ratings and sells more papers than good news.”

 Peter McWilliams quotes

“The media’s power is frail. Without the people’s support, it can be shut off with the ease of turning a light switch.”

 Corazon Aquino quotes

Cinema, radio, television, magazines are a school of inattention: people look without seeing, listen in without hearing.”

 Robert Bresso

     “In day-to-day commerce, television is not so much interested in the business of communications as in the business of delivering audiences to advertisers. People are the merchandise, not the shows. The shows are merely the bait.”

                                                                                                                                                                                                       Jad Fakhry

Sex and Violence in Today’s Adverts

•May 13, 2009 • 5 Comments
use of humor and violence

use of humor and violence


use of sexappeal in ads
use of sexappeal in ads
use of violence and sexappeal in ads

use of violence and sexappeal in ads





use of violence in ads
use of violence in ads



use of violence in ads
use of violence in ads

We once read in class an essay about sex and violence in todays ads , which made me think of a it a bit more .

While watching tv the same night i started realizing all the little details and hidden messages in these ads.

use of sex appeal in ads

use of sex appeal in ads


Like for example the deodorant ad where she shows off a lot of parts where deoderent isnt applied. She could have easily worn pants and a bra she doesnt have to be in her panties and jumping arroung to show how effective the deodorant is.

For violence you can find it in the energy drink ad (not the redbull one)

use of sexappeal in ads

use of sexappeal in ads

the way he screams and jumps and runs triggers a type of violence.

the violence in ads doesnt have to be physical. it can be the violence towards the persons senses or towards the persons emotions and sometimes intelligence.

So is sex.! it doesnt have to be in the literal meaning but on other levels like using sexappeal and other forms of exposure.

television is watched  by everyone and by people of all ages. A three year old can watch the tv so can a 60 year old. Imagine a three year old  watching an ad with a bit of maturity in it what would it do to him. it would disrupt the equilibrium in his frail sense of adapting and understanding.

we can say that sex is a type of violence in todays ads.

they are both connected , actually everything in todays world is connected.

Sex and violence among other factors  in todays ads are disrupting the thin line that is still holding the social balance and ties.

another example of the use of sexapeal in ads is the chanel rouge lipstick. this ad shows a completely naked girl on the bed and is moving arround and talking but in the end we find out its an ad for the lipstick?

its absurd y would they do all this for a lipstick?

i dont think we girls can put lipstick on any other part of our body except on our lips.

lipstick is for women so why use all this sexappeal to sell the women a product they usually buy?

violence and sex are being used a lot nowadays and its a bit sickening . advertisers should refrain a bit from using these images in order to preserve the sanctity of the young generation and to preserve their inocence.

i read an essay about a girl who got pregnant at a young age and now her child is in a foster home then she got pregnant again and again. this is the fault of the media more than it is of the parents or guardians.

parents and gardians can help us and save us in many ways but they cant do everything.

if it werent for the ads this girl might not have gotten pregnant.

the ads show the girls and boys in a way that makes the teenagers yern to look like them but they are not sending the right message.

they are not warning the teens for the dangers of not using contraceptives or protection they are not telling them that they might be a bit young to have these incounters but they are pushing them to do so and this is bad for the societies.

in the end we could only hope that the advertisers could reconsider the way they advertise for the sake of the families , the societies and the world in general.

 Sandra Sawaya


•May 13, 2009 • Leave a Comment

Sandra Sawaya  :                     Graphic Design
Jad Fakhry  :                              Business Management
Joseph Beaino :                       Architecture
Tamar Kouyoumjian :        Interior Architecture

Deconstruction of the Mango ad

•May 10, 2009 • 2 Comments




Ad: Mango shop for clothing and women accessories.

This ad shows Penelope Cruz a well known actress in Hollywood dressed up by mango to show that she likes to shop from there 

 THE AD THAT we have shows a technique of propaganda the bandwagon which consist on the famous term (everyone is doing it why don’t you?On this billboard we have a well known Hollywood actress Penelope Cruz making the ad of Mangos (a clothing shop) and she seems so confident of her self and pretty wearing these outfits. The purpose of this ad is to show you that if Penelope Cruz is wearing these clothes then also you should wear them to become famous pretty and self confident just like her but the fact actually has nothing to do with that.

                            by Tamar Kouyoumjian

Silkor ad

•May 10, 2009 • Leave a Comment




  • Target audience: all those people who have done tattoos specially the new generation that they are doing tattoos but later on they are regretting making it in the past time and  want to remove it in an easy and new way.
  • Informational message: if u ever had a tattoo and want to remove it then you can rely on Silkor to have your tattoos removed especially if u regret having it.
  • Techniques of languag:They are using in this ad a very simple language so that even if you are not good enough at English yet you can still understand it in some ways in they are also using  a kind of interrogative term it is a way to reveal regret which  the audience may want to change it or not and if in case they ever want to have this regret pulled away then they just have to rely on this ad. This ad shows a new way to have your tattoos removed because it s written on top of the add (NEW LASER TATTOO REMOVAL) we can understand from the way that this ad is brought to us that when you are severely regretting having a tattoo then you don’t have any other choice then to come to Silkor so that you can have it removed.
  • Techniques of structure: in this ad we can see other then just some words attached to the billboard we also have a very reveling picture which shows 2 persons one having his tattooed arm around the others neck who seems to be scared or aware of something which the reason may be that the one with the tattoo is regretting having his tattoo and wants to remove it but the girl is worried that something wrong is going to happen yet at the same time the one with the tattoo is persuading the girl to calm down  because he is going to remove his tattoo at a reliable place SILKOR where they are using a new way and techniques of tattoo removing.
  • Composition of Pictorial and Text: as we look at this ad we notice the big size of the words written on top in red which represents somehow the title or the topic of the ad and then we notice with a bigger font the term (DO YOU REGRET IT) which is placed just in the middle and which is the most interesting and important in this ad  the picture comes in the third place after the writings because if we don’t read what is written we will think that the ad is a tattoo making ad.
  • Personal Reaction: the way that this add is shown is somehow clever because it really touches those who had at some point in their lives made a tattoo and want to remove it so they can now have some place to go to take it off and could also persuade those who are willing to have tattoos not to have it done because they will maybe regret having it after a while on the other hand they don’t show the negative side of having a tattoo removed it could cause too much pain and scars worst then before “sometimes having your tattoo removed makes you regret much trying to remove it then have it done “that is why I categories this ad as card stacking they only reveal the positive side of the product.

                                                                                                      By Tamar Kouyoumjian.