Publisher Adv 24

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Theresa LoosPortfolio


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Contents

Resume 4

Letters of Recommendation 6 6-

Creative Communications Samples 10

Writing Sample 16

Samples from my work in my advertising classes and American Advertising Federation.

Flyer made for an AAF client, the Leadership & Business Management club

Print ad for Classic Campaigns Class for Fredericks of Hollywood lingerie brand

Keystone Light print ad

Print ad and Billboard for Introduction to Advertising class for Under Armour sports apparel brand

Academic writing sample for Rhetoric class

Media Advisory for fake client for Consumer Communication and the Public class

Two letters of recommendation from employers from the City of Lake Forest Parks &

Recreation Department


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Letters of Recommendation


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Creative Communication Samples


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Writing Sample


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The Ad Game

Advertisements have everything to do with a magazine. They arent just random prod-

ucts taking up space on so many of the pages of the magazine of your choice or the just fund-

ing for the magazine. Their flashy pictures and unique layouts can grab the readers attention

enough to distract them from the story and realize what product the marketers are trying to

sell. Or the ads can stay with as you read the articles and become associated with what the

article is trying to inform you about and what is being marketed to you. Even as I go through

the magazine for research, I am continually distracted by the beautiful clothes and especially

the shoes that are so elegantly displayed on the glossy pages. I have to admit that I stopped

typing so I could go online and shop at one of the ads websites. The advertisements are so

inviting and appealing that the magazine wouldnt be as special if they werent there. I dont

think I would get the same thrill out of opening my mailbox if I knew that all I would be finding

and looking at would be a series of articles, most not related to me at all.

One quick page of the contents of the magazine and the sleek and stylish models con-

tinue to roam the pages of the September issue ofMarie Claire. If you took a look at the first

seventeen pages of print in this magazine, you would see seventeen pages of bold, beautiful,

and detailed advertisements depicting models wearing the latest trends. Thirty-seven pages

of pure consumer inspired advertisements dominate the magazine before we even get to a

real story and even the first article is only two page long piece about the Falls power

looks (MC, 53). The advertisement flood surges throughout the magazine covering almost

every other page. It seems as if the magazine as a whole is like a staging ground just for ads

not for the articles.


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The articles are weaved around the ads for makeup, nail polish, designer clothing,

bags, shoes, department stores, jewelry, accessories, hair care, perfume, and everything a

woman might need or want. The target audience of this magazine is obviously women ranging

from girls in their late teens to women in their mid to late thirties. Women interested in fash-

ion and style, but also articles relating to their health and body, are the main subscribers of

Marie Claire. The advertisements play right into the hands of these women. They are smart,

confident, and hardworking but also careful about keeping up appearances and being able to

present themselves respectfully to society. The advertisements are used much like articles in

this magazine. They are meant to inform us of the latest trends, present us with the latest

looks, and give us tips on what is good for our hair and body, but so is the beauty section enti-

tled, Youre fired up! (MC95). The line is drawn so thin in these glamorous magazines, that it

is unclear where the ads end and the articles begin.

It would be hard to imagine anything but these ads dominating the pages of this maga-

zine and many like it. Between the advertisements for Secret Platinum deodorant and StriVec-

tin-SD Botox, there is a serious health article entitled Purging during pregnancy: The secret

life on an eating disordered mom (Brozak, 273). Is there a relation between the ads and the

article besides the obvious fact that they relate to women? Ads are made to play on the

wants, needs, and fears of women. The fear of appearing old because of frown lines and

crows feet is what drives the ads for Botox, making seem like a sensible solution to aging be-

cause of its placement next to a health piece about what not to do to your body.

I find an almost comical relationship between an article earlier in the magazine and the

advertisements surrounding it, which play on looking good and keeping up appearances. The


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article, A Field Guide to Wall Street Women,is introduced by the dazzling display of dia-

mond engagement rings by RITANI Americas premier jewelry designer. Of course any honest

woman will admit to scanning the page of gorgeous stones thinking about what their own will

look like or comparing their own bands to that of the super indulgent rings played up on the

deep rose colored page. The thought of the huge rocks on the previous page becomes locked

in your subconscious as you read about these young women and their high priority jobs. The

correlation one makes between the fierce new breed of female go-getters (Catt 203) and

diamond engagement rings is almost instantaneous. I have to admit to making the assump-

tion that if I climb the ranks on Wall Street, the diamond ring becomes the prize just because

the relationship between working hard and wearing the hardware is so sweet it is hard not to

think that way. After reading the article and looking at the fabulous wardrobe of a female go-

getter, the almost obvious choice of a game-ending ad is appearance driven, carried out du-

tifully by Clairols Natural Instincts haircolor. It completes the story: Girl has good hair. Girl

gets good job in a male dominated workplace. Girl gets good money. Girl gets good ward-

robe. Girl gets the good guy from the good job. Girl gets great ring. The fairytale played out

with two advertisements blanketing the female power story.

A perfect example to further explain the connection between advertisements and the

articles would be the eco-friendly couple OrganixShampoo and the Going Green article

Whose Footprint is the smallest? (Harris 193). The relationship is obvious enough that you

might think the two pages are part of each other. The continuing trend of environmental

awareness has married the marketer and the writer. By using the magazines appeal to women

and directly targeting women interested in how they affect the planet, they create the perfect


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MEDIA ADVISORY:

40th

Snow Flake Collection Drive

Carvers Inc. announces 40th annual Snow Flake collection drive

Friday, November 28, 2008

8am-5pm

202 W. Springfield Ave.

Champaign IL, 61820

Carvers Inc, the leader in breakfast foods like your favorite Snow Flakes, is hosting its 40th

collection drive to support the local communities. The 40th

Annual Snow Flake collection drive

collects all new or used winter clothing and accessories; canned and dry foods; and toys andbooks for children. Dont throw away Thanksgiving leftovers and all household items, donate

them!

Contact:

Margaret Huller, Program Manager

[email protected]

217-555-5555

Publisher Adv 24

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