MK 354 Spring 2010

April 26, 2010

Jazz Fest ’10

Filed under: blog #10, Uncategorized — katehefler @ 7:41 am

This weekend, Jazz Fest took place in New Orleans, LA. As USA Today mentioned “Indulging one niche may be the modern festival formula, but it doesn’t apply to the New Orleans Jazz & Heritage Festival, which expects huge crowds this year with a bill that accommodates Simon & Garfunkel, Drake, My Morning Jacket, Ledisi, Terence Blanchard, Smokie Norful, Better Than Ezra, Grandpa Elliott and Rockin’ Dopsie Jr. & the Zydeco Twisters.” The 41st edition of Jazz Fest will take place Friday-Sunday (April 29-May 2), and will open its gates to what Quint Davis, the show’s producer and director, calls their “wheels-to-wheels” demographic, “everyone from strollers to wheelchairs.”

The Boston Children’s Chorus prides itself on having a diverse lineup of music ranging from cultural to modern. This would be a perfect format for a new concert because it would reach a wide variety of listeners and create a learning atmosphere for the singers. The chorus prides itself on One of The Boston Children’s Chorus’ goals is to increase their concert attendance. By creating a concert similar to Jazz Fest would increase attendance because the songs would create a more diverse line up and from that create a more diverse interest in the concert.

April 12, 2010

Communication Through Music

Filed under: Uncategorized — katehefler @ 11:05 am

In the article published by The English Magazine, the author explores the idea that music has been used for years ads a communication tool. The article states “Even today, music is one of the few ways in which people can connect with each other without language, it is one way in which cultures can not only identify themselves but also communicate with each other and find common ground.”

This idea of communication through music is extremely pertinent to The Boston Children’s Chorus. The organization mission has always been to harnesses the power and joy of music to unite Boston’s diverse communities and inspire social change. The singers transcend social barriers in a celebration of shared humanity and love of music. One of the programs the organization has created is a trip to Jordan. During the trip students are given the opportunity to explore the cultural differences with the children of Jordan. During the trip, the students shared their musical experience and found common ground with the students in Jordan through music.

The Boston Children’s Chorus is rooted in its mission to create a children’s chorus that will also serve as a catalyst for community building and a communication between cultures.

April 5, 2010

Jazz Concert

Filed under: Uncategorized — katehefler @ 9:59 am

Herb Ellis, the legendary jazz guitarist, passed away on Sunday at the age of 88. The article about his death was found in USA Today and was written by Derrik J. Lang. Ellis was accomplished in his own right but also played in the company of other great artists. During his time Ellis played with such luminaries as Ella Fitzgerald and was a member once of the celebrated Oscar Perterson Trio. Neil Portnow, CEO and President of Recording Academy remarked that “[a]s jazz has changed through the years and different styles have developed, Ellis always remained true to the form he played from the beginning.” He also stated that, “The jazz world has lost a great musician, and we extend our deepest sympathies to his family, friends and all who enjoyed his work.”

This applies to the Boston Children’s Chorus because it would give them a way to develop a concert and market it. In the past, the organization has done many concerts that honor famous musicians.  By using Herb Ellis as the focus it could draw a more musically diverse audience to the concert. This could increase awareness of the organization and provide a unique opportunity for students of the organization to learn about the late, great jazz musician.

March 29, 2010

Where’s the music?

Filed under: Uncategorized — katehefler @ 9:36 am

Recent studies have proven that music education is one of the keys to higher test scores and engaged and well-rounded students. Despite this fact, many schools are continuing to cut their music education programs from their curriculum. “These are the worst cuts we’ve seen in years,” said Sandra Jordan, of the nonprofit National Association for Music Merchants, which runs the Music Education Coalition and advocacy site SupportMusic.com. So why do these cuts continue to happen despite statistics and parent outcry? Many of the cuts have to do with budgetary cuts. One school district, U-46, announced $29.6 million in budget cuts on March 15. 732 teachers were fired eliminating art, music and gym for kindergarten students.

The article found in the Chicago Daily Herald, is pertinent to the Boston Children’s Chorus (BCC) because shows how important the initiative of the organization is. The BCC provides programs for children who don’t have access to music education and children who want to explore more musical options. The Boston Children’s Chorus teaches children and teens a range of vocal, movement and music literacy skills that include music reading, theory, history and foreign languages. These skills are proven by the article ,and numerous other studies, to help children obtain higher test scores and form them into more well rounded students.

March 22, 2010

Jenny Craig Storytelling

Filed under: Uncategorized — katehefler @ 12:33 pm

Storytelling has been used as an effective communication method for thousands of years so it is no wonder that it is one of the six key ideas in Chip and Dan Heath’s book Made to Stick (Ross 1972). In the sixth chapter of the book entitled “Stories” the Heath brothers explore the use of storytelling in media and the effect it has on consumers. One interesting point they make refers to study done using the help UCLA students. The study consisted of students being given a scenario that need to be fixed. Following that some students where asked to visualize where the scenario they were given stemmed from. Surprisingly, this yielded higher results than the students who simply tried to fix the problem without visualization.

This tactic of visualization has been used in numerous advertising campaigns, but one that specifically stuck out to me was the Jenny Craig campaign. In the example I give, Valerie Burtenelli is the storyteller. Though she has been featured in multiple advertisements for Jenny Craig this one specifically uses visualization in order to hook consumers and convince them of the product. The ad uses a picture of Valerie before her weight loss and another picture of her after her weight loss. This presents a visualization of a goal paired with a visualization of what it felt like before she lost weight.

March 1, 2010

RSPCA Photo

Filed under: Uncategorized — katehefler @ 12:39 pm

Kate Hefler Blog #5

Statistics v. Emotion

Filed under: Uncategorized — katehefler @ 12:36 pm

Emotional advertisements have long been used as a call to action for consumers. The ads urge them to make a donation, reach out to someone they know or prevent actions in themselves. This idea of emotional advertiseing is discussed in chapter five of Chip and Dan Heath’s book Made to Stick.
In the chapter, Chip and Dan address the emotional effect that individual stories and statistics have on advertisements. They cite the “Mother Theresa effect” as an example. The idea behind the Mother Theresa effect is that people are more likely to donate money and time to a single case (i.e. a child in need) instead of an abstract cause (i.e a company that tries to prevent domestic violence). The research done at Carnegie Mellon University in 2004 provided proof that people are more likely to donate when emotion is involved.
An example of this is campaign put out by the RSPCA (Royal Society for the Prevention of Cruelty To Animals). The ads feature a black and white image of a child, woman or man with blood and bruises covering their faces and necks. On the side they provide statistics that support their theory that humans who have been abused are more likely to abuse animals.
While the RSPCA had the right idea by shocking the consumers emotional system, they made a mistake by adding the statistics. Though the ad had an emotional impact the research demonstrated that no matter what, when statistics were provided it caused many emotional reaction to be overlooked. Had they produced a short blurb about a young boy who had been abused and in turn abused an animal, more people would have been inspired to donate.

February 22, 2010

Because of Camp…

Filed under: Uncategorized — katehefler @ 9:44 am

Camp has long been a summer tradition. It is a place for children to go, make friends, and make memories all while enjoying the outdoors. Despite the growing experience, a recent USA Today article states that due to financial reasons, many parents are not sending their kids to camp. To counter this common concern, the American Camp Association took a page out of Made to Stick, and put out their “Because of Camp” campaign.

In Chapter 4 Chip and Dan Heath discuss the rile credibility plays in public opinion. One of the specific examples they give is that consumers trust authority figures. These authority figures come in two classes. The first class consists of experts, the second is celebrities; to put it simply, we trust celebrities because we want to be like them.
The American Camp Association, or ACA, used the power of celebrity to get convey the importance and lasting impact camp can have on a child’s life. The commercial is simply a montage of celebrities saying what camp did for them. As the Heath brothers state, “we trust the recommendations of people we want to be like” (2007).
In the past few months the ACA campaign has seen tremendous success. As stated on their website, “the PSA has had over 21,000 views on YouTube, over 1,200 fans on Facebook, and has been tweeted and re-tweeted on Twitter” (2009). This is because consumers trust celebrities’ recommendations fully.

February 8, 2010

McDonald’s Racist?

Filed under: Uncategorized — katehefler @ 12:22 pm

“Break the pattern”, a simple yet full of impact idea that grabs consumers’ attention in an unexpected way. Chip and Dan Heath discuss the concept of ‘unexpected’ in regards to developing an idea with impact in their book Made to Stick. Chip and Dan assert that the most basic way to grab someone’s attention is to break the pattern. We as humans adapt incredible quickly to consistent patterns. Think of the hum of the air conditioner, or books on a bookshelf. Rarely thought about things until the books are rearranged or the air conditioner shuts off, then BAM, your attention is grabbed the unexpected change.

When I thought of an unexpected advertisement McDonald’s immediately shot into my mind. They are a company that is known for wholesome, fun advertisements. That is why their Swedish advertising campaign caught many consumers off guard. The advertisement states in large, bold lettering, “We don’t hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese, Chinese or Peruvians”.

The initial shock of the blunt racism causes you to stop and reexamine what you just saw. One you read the fine print you see it continues, “Nor Swedes, South Koreans, or Norwegians. We hire individuals. We don’t care what your surname is. Because ambition and determination have nothing to do with your nationality. McDonald’s is one of the most integrated companies in Sweden, with as many as ninety-five nationalities working for us. Join us at mcdonalds.se.” It was an unexpected idea from a company that is known for their consistent advertisements. It caused people to think, while still getting their core message of hiring ambitious people across. McDonald’s proved that an unexpected advertisement can shake consumers normal patterns and grab everyone’s attention.

January 31, 2010

Is it in you?

Filed under: Uncategorized — katehefler @ 10:20 pm

Simple. Despite the textbook definition, it is not so simple of a word. In the book Made to Stick, Chip and Dan Heath discuss the concept of ‘simple’ in regards to developing an idea with resonance. Chip and Dan assert the idea that simple = core + compact. ‘Core’ meaning a concept with one main message and ‘compact’ meaning a message that gets across quickly and efficiently. In regards to marketing campaigns, one specifically shot into my mind when I came across this equation. Gatorade’s “is it in you?” campaign was not only successful, it has stuck in the minds of consumers for many years. How did they do this? With the equation that the Heath brothers established in their book, simple = core + compact. The message of the campaign was clear, Gatorade helps the best athletes, and don’t you want to be amongst the best? With the catchphrase,” is it in you?”, they presented the message in a compact, casual way. With print advertisements that feature one professional sports star dripping in Gatorade colored sweat, it signals that not only is Gatorade helping the athletes, it is a part of them. It is the reason they are so fast, so strong and so successful. By using a single core message and delivering it in a compact way to the public, Gatorade was able to create a simple, effective campaign that had resonated with consumers for years.

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