Germs and Gibberish: 02/10/09 Simplicity

Today's class session for COM 443 has opened my eyes up to how subjective advertising can be, as expected of an art, or at the most an imprecise science. As the adage goes, 'Beauty is in the eyes of the beholder' and in advertising, I couldn't agree more. For something, in this context advertising, to evoke a response from us, there has to come together multiple factors that will precisely touch something in us, be it an emotion or a nerve.

We learnt from the textbook that one of the first things that advertising has to do is to cut through all the tasteless clutter that is surrounding us in our everyday lives, like overly muscular men in bikini briefs posing to showcase his house (and more likely his 'masculinity'), to 'energy' drinks which basically give you a sugar rush trying to draw attention by attempting to be cheeky and naughty. Gee. But has advertising become mere attention seeking? I hope that the person who coined the phrase, 'All publicity is good publicity', be condemned to an eternity of watching a loop of attention seeking antics from people or organizations.

A saying goes, 'Simplicity is indeed often the sign of truth and the criterion for beauty.' Well said, well said indeed. I am pretty sure that this applies to advertising as well. All too often, we see advertising trying to do too much and in the end, the message that was supposed to be brought across is distorted or even lost in the sea of the so-called creativity. But often, in chasing after the holy grail of advertising, creativity, one forgets the basic foundational rule, simplicity.

However, simplicity doesn't mean boring, or conventional, or simplistic. Albert Einstein said that 'everything should be made as simple as possible, but not simpler.' I find that we, as human, have a tendency to try to make things as complicated as we possibly can, perhaps to discourage other intelligent life forms from understanding us?

Leonardo da Vinci said that simplicity is the ultimate sophistication, and words truer have never been spoken. I remember that in Professor Armstrong's media effects class, I was asked what was my life philosophy. Although it didn't come out right at that time and people found me weird, I stated that I try to live my life as simple as possible. I try to take a more utilitarian approach to life by trying to get things that are well made and lasting so that I can reduce clutter. I am by no means an ascetic; I am still tossed about by the tempestuous waves of fashion and trends.

But I try to keep things as simple as possible. And I hope that this philosophy will carry into the way I approach our COM 443 assignments. I acknowledge that I have a tendency to try to cram as much things as possible into a 'space' and that sometimes doesn't work out so well, perhaps due to this little thing called information overload.

Anyway, back to advertising. For me, what will really catch my attention, besides skimpily dressed beautiful women (I said catch my attention, I did not say for me to find it well done), and great layout, and graphics, and creative concept, is the copy. Of course, nice pictures and all those emotional, touchy feely stuff affects me too but the copy is the icing on the cake for me. The copy, essentially, is the wording of the advertisement. Being a word person, I appreciate the precise use of words to convey something, the elegant turn of phrase, the humorous word play, the clever build up and punchline, the unexpected phrasing. For me, the copy is the deal clincher, the knockout punch that seals the deal.

But to others, different components of advertisements would be what they look out for and to them, that is what makes a good advertisement. One man's meat could be another man's poison, so to each his/her own. You may find someone's idea of a great advertisement not to your liking, but remember, you are just one person. If the advertisement managed to get circulated around, there are definitely more than one person who liked it enough to risk finances on it. Either that or companies just have blind monkeys randomly tossing darts at proposals to decide which concept gets done next (Hey, blind monkeys need to eat too, no?).

With that, I leave you with hopefully, thoughts about advertising, and definitely, a picture of a cute monkey.

Germs and Gibberish: First post

The beginning and the end. The head and the tail. The jellybean and the unfortunate false tooth. All these represents what I am feeling (well, except the last one; had to draw your attention somehow, no?). I am into my first month of a new semester, and at the same time heading into the last two months of my undergraduate experience. Yes, in a little less than one-quarters of a year, I could potentially say goodbye to my carefree, footloose, wind-in-the-hair, prancing-about-in-a-field student life. Or I could further my studies.

This?

Or more of this?

No matter.

I am not here to talk about my future plans and goals and whatnot. I am here to record my experience in a very 'interesting' module that I am taking right now for the benefit of the rest of Mankind. And also to get a grade on this. That module is COM 443 - Advertising Principles and Techniques, facilitated by none other than Professor Bob Armstrong.

I have to say that everyone of us have heard stories, passed down from generation to generation (actually, just one or two batches before us) about this module, and the style that Professor Armstrong adopts (read: dog massacre-and-butcher-and-then-noisily-rip-apart-the-meat-and-eat dog). So, it is with the slightest bit of trepidation that we signed up for the class; some less willingly because they have to fulfil their communication module electives, while others more willingly because they are just masochistic.

I have a confession to make, that I was expecting my last semester here in UB/SIM to be at a more, how do I put it, relaxed pace. But now, being one-thirds of the way in, I can say that out of all the semesters I have been in the UB/SIM program, this semester is potentially the toughest semester I have taken.

And guess what? After a month taking this module, I hope that I am not jinxing it when I say that this experience hasn't been what we were expecting, mainly because it is worse. No, I jest. It has not been dog eat dog as of yet, more along the lines of dog bite dog. I just hope that we will start losing our teeth before we lose our limbs, vital organs or our heads. Honestly, with nary a hint of brown-nosing, I really think that this is an experience that I will treasure, not for the head knowledge gained. That would be forgotten in an instant. But rather, it will be treasured for the life lessons learnt, and the whole experience.

But, thus far, it has been a beneficial and eye-opening experience for me. One of Professor Armstrong's aims was to simulate the environment of the advertising industry as much as possible and already I have learnt something; that if the advertising industry were really like this, there is a 99.99999999% chance that I WILL NOT enter this industry. I value my life and sanity too much.

Nevertheless, there are many things that I've learnt that has nothing to do with advertising but useful life skills, which in my book is equally if not more important. First of all, I discovered that I have the stamina for working long, long hours without needing any coffee. But on a more serious note, contrary to my public self, I am not an extrovert. I don't find it easy to make friends and/or work with people I am not familiar with. I try to avoid foreign situations as much as possible, preferring to remain in my comfort zone. Not good for growth, I know, but good for people like me who enjoy emulating a turtle. So, I really think that COM 443 is causing me to wake up to the realities of life and understand that in life, I have to deal with uncomfortable and unfamiliar situations. And so far, I have realised that in actual fact, things are often not as bad as we imagine.

After randomly assigning us to groups, a wise man told us in the first few weeks of class, 'You don't have like everyone, but you have to work with them.' I already know that I am not the easiest person to work with, because sometimes I may be too demanding. But I think that I am not all that difficult to work with because I temper that abrasive side of me with my natural charisma and charm (which by the way, costs me $100 per person I choose to 'exercise' those qualities on). But this module has shown me that good teams are difficult to form and even more difficult to keep together.

Looking around, I thank my lucky stars that I am where I am right now. My team-mates are generally great to work with and I am enjoying their company. That said, there are still differences among us that we have to iron out but at the very least, we are all making the effort. And that is reason enough to move beyond merely working with my team-mates to liking them. I am grateful, in that regard, that we were randomly assigned to groups, because these are a bunch of people I feel that I can have friendships with and I do hope they feel the same about me. So, to my team-mates who may be reading, before I step on any of your toes even more, please know that it is nothing personal, it's just work.

Anyway, I really sympathize those who are good students unlucky enough to be assigned to groups with people whose attitudes seriously, for the lack of a better word, stink. It stinks so bad that even being in a different group from them, one can smell the reek. This sort of thing makes me realise that truly, it is one's attitude that determines one's altitude. How far can a person make it with a lousy attitude? Not far. Even if he or she starts at the top, he or she will not be able to stay long. People say that you win some and you lose some. While at times, winning and losing is dependent on one's self, this whole observation made me realise that no matter how much effort you put in, sometimes victory or failure rests on the shoulders of the people you are surrounded with. And really, at the end of the day, life sometimes can be unfair. But oh well, c'est la vie.

Looking at how much we have done thus far, and how much more we have ahead, I reckon that this module will be both more challenging and yet more fulfilling that most modules taken thus far. Somehow, it seems ironic to be taking a module that is so demanding in my final semester when I expected to be able to kick back and relax just a tiny bit. Also the same time, I do think that this is a befitting end as well to the whole UB/SIM experience; having an enriching and thought provoking module to gird myself up for the travails of life beyond school. I believe at the end of it all, I can look back and say that I came here, to UB/SIM, not expecting much but I leave with a lot.

Branded

If you sound like you know your stuff, you probably do right? So if you can rattle off brand names with the greatest of ease AND accurately to boot, you must be 'atas' right? I found this compilation of pronunciation guides to big brand names. Original post from forum here. All together now, Loo-ee Vui-tong...

If I had 140K...

If I had 140k lying around, I would get this:

My dream car... :P~

Or, if I wanted to keep some money, I would get a Scirocco... If only, if only...

Contradicting

Isn't it funny, that sometimes things appear to be opposite on the surface from what is in the inside? I have been doing some self reflection recently, and realised that that is rather the case with me.

Case in point, when I tell people that deep down, I am an introvert and they go, 'No way! You are an extrovert.' or something to that effect. But I am not. I think, I am only an extrovert when the situation calls for it, and recently, as I am growing older and older, I find less and less situations that calls for me to be extroverted, and guess what? I sort of like it this way.

Also, I do feel that I could get 'unfeeling' and 'emotionless' at times, that I may appear not to be sensitive to others. And this will definitely evoke surprise and disbelief in people but I do think that I am rather emotional and sensitive; it's just that I tend not to show that on the surface. If you don't believe, go read my 'poetry' (and that word is used ultra-loosely) and you will get the sense that I am some emo kid who can't wait to slit my wrists. Anyway, that aside, I would like to think of myself as a not-even-remotely-close-cold fish and also NOT delusional.

Also, I realised one thing about me is that I tend to diffuse uncomfortable (for me or others) situations by trying to create a lighter atmosphere by trying to be funny or making light of things. Shouldn't funny, or at least the attempt to be, be reserved for light hearted moments?While this may work in certain situations, I guess it has the tendency to get real old real fast in specific circumstances as well.

And if you want to know whether I like like a person or not, easy. The general rule of thumb is, the more uncomfortable Jeremy is around you, the more attractive you are in his eyes. When I can't meet your eye and become very fidgety, it's not because I am not interested; it's because you are too attractive to me and I can't look you in the eye and I don't know what to do with my body. That's perhaps why until now, I am single. :P That principle DOESN'T apply to friends, just for people with the potential for me to like like. ;)

Of course, there is much much more to it that these few areas but I am lazy to organize my thoughts. Bottom line is, I am a huge bag of contradictions and sometimes, it gets confusing for me, not to mention other people. I would like not to be so complex and confusing, but most of the time I can't help it.

Now this is what I call cool

Caught Up with Kev, Janis, Chong and Clemmie yesterday and it's an awesome show! Must watch! Heart warming and real funny. More than that, it gets you thinking about life. All that from a cartoon, or should I say animated movie... Whoever said that cartoons rot your brain?

But a movie trailer before Up really caught my attention.

And this movie is based on this short film by Shane Acker and it's ultra cool too!



Can't wait for 9 to be out! With Tim Burton as producer, I have high hopes for this movie as in my opinion, he is one of the few, if not the only, person that can do justice to dark films in animation. Go..... 9!

P.S. If you like weird stuff, you should check out the 'The World of Stainboy' series on YouTube, also by Tim Burton. And read about some of his characters here.

Take a hard look at yourself

Warning: Probably the most heart baring and offensive post I have ever written.

Well, sometimes it's good to take a hard look at yourself and think, 'What is really important? How am I like, really? How am I treating the people around me?' Well, I reckon that now is as good a time as any. Too many things on my chest that are weighing me down.

I would be the first to admit my faults and weaknesses and that I am not perfect, no, far from it. I know that I can get abrasive and downright bossy and irritating at times but who enjoys being like that, really? Not me. It may seem like I am perpetually like that but I would like to think not. Under certain circumstances.

I guess I can say this side of me only comes out during times of duress, and I hope that only then. It is not an excuse for bad behaviour though, this stress explanation. But you know what? At least I care. At least I try. I am not perfect but I try. And when you are trying, and you just get the sense that other people are not, who will not feel aggravated?

I understand that there is such a thing as self serving bias, that I think that my shortcomings are a cause of the environment while basically, other people are just messed up and don't care. I know that's not the case, that there are a million and one reasons for one's behaviours, and perhaps a million out of those million and one are from the environment and not intrinsic. I am sure I am wrong in 99% of the judgements that I form about people as well.

Like I said, I am the first to come out and say that sometimes I suck, sometimes I mess up, sometimes I screw up; perhaps too much and too often. But when taking a hard look at oneself and admitting all these things, perhaps I can suggest to others to take a look at themselves too. To my mind, to ask people to reflect, you first have to reflect on yourself to earn that right. Right? Probably not but who cares? I am going to say it anyway.

I offend people and step on their toes and make them cry and make them angry. But just because you don't offend people upfront doesn't mean that you are an angel. Just because people have fun around you doesn't mean that you are perfect. Just because you are popular doesn't mean that people can stand your ways all the time. Well, the real world is going to be a shocker if you think that way. Time to wake up and smell the roses, princess or prince, or duchess or duke, or queen or king. Whatever.

Anyway, right here, right now, I offer a chance, an opportunity for people to say that I suck, that I am irritating, assorted things that they don't like, they hate about me and whatnot. Whatever you want to comment, the tagboard is on the right and the comment function is at the bottom of this post. Put your name, be anonymous, whatever. Make it public, curse me in private, backstab me, front stab me, it's all up to you. I take it all.

Because I know that I am not perfect. I offend people upfront, people don't always have fun around me and I am not the most popular person in town. I am not easy to get along with and I am argumentative and aggressive. I abrade and I suck. I get angry and I show it. I get consumed with tasks and neglect relationships. I am insensitive and I am insecure. I don't have the people skills like some do. I often cross the line. I am a hypocrite and I am bossy. I push people too hard and too much and I am such a anal retentive perfectionist in some things. Yeah. I know. And to all the people I have sucked to, especially my friends in school and my family who have had to endure the worst of me, I apologise for my bad behavior but not the starting point I came from. I may have sucked to you, but at least I gave my all. I tried my best and I am sure you did too. You guys don't deserve it but I still rubbed you the wrong way and then some.

But, after all these things, can you take a hard look at yourself? I may be a loser, but I acknowledge that I am one. I don't think I am greater in any way, compared to other people but I do know this. That I try my best. I am absolutely not saying that you are one. I am 100% confident that you are not a loser, far from it. And this is not a justification or some holier than thou crap. Like seriously. Just that, sometimes, it takes two hands to clap, two to tango. And also, it is true, at least to me. You hurt the ones you love the most. You know where to get me if you need to.