HANOI OPEN UNIVERSITY FACULTY OF TOURISM
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Converse Chuck Taylor All Star Students: 1. Vũ Ngọc Anh 2. Nguyễn Thị Thanh Ngân 3. Lương Thủy Tiên Class
: A2K20 – Group: 1
Hanoi, 2013
TABLE OF CONTENTS
INTRODUCTION ........................................................................................................................... 1 1. Rationale .................................................................................................................................... 1 2. Objectives of the assignment ..................................................................................................... 1 3. Methodology .............................................................................................................................. 1 4. Scope of the assignment............................................................................................................. 1 5. Design of the assignment ........................................................................................................... 2 CHAPTER I. THE ADVERTISING INDUSTRY........................................................................ 3 1. General information on advertising as industry ......................................................................... 3 2. Teachniques and strategies used in advertising ......................................................................... 4 3. Advertising in Vietnam .............................................................................................................. 5 CHAPTER II. CONVERSE CHUCK TAYLOR ALL STAR .................................................... 9 1. Converse company ..................................................................................................................... 9 2. The product range of Converse, Inc. ........................................................................................ 10 3. Converse ―Chuck Taylor‖ All Star .......................................................................................... 12 CHAPTER III. THE ADVERTISMENT .................................................................................... 15 1. The actual advertisement ......................................................................................................... 15 2. How the advertisement was created ......................................................................................... 15 3. The Techniques and Strategies used in the advertisement ....................................................... 16 CONCLUSION .............................................................................................................................. 18 1. Conclusion ............................................................................................................................... 18 2. Recommendation ..................................................................................................................... 18 REFERENCES .............................................................................................................................. 19 APENDIX ....................................................................................................................................... 20
INTRODUCTION 1. Rationale By far, fashion is a combination between costumes, handbags, jewelry and shoes. Depending on the intended use is not the same that we can choose a simple style, and impressive personality. These kinds of sports shoes appear contributing importantly in diversificating for modern fashion trends today. Shoes can be used to exercising, playing sports or be able to bring in traveling, that is equally confident, dynamic and extremely convenient. Instead of boots, flats, doll shoes why do not we explore the evolution of our style with these sports shoes? Stylish and trendy anytime, anywhere is advantages not to be missed of simple sports shoes are. The teens can easily coordinate shoes with different clothes: Gently mix the beatiful dress or skirt. Healthy, youthful when combinating with jeans, or mischievous personality with torn shorts, impressive tomboys caps... For these reason, make sure you will be very hard to resist the appeal these shoes. 2. Objectives of the assignment After studying, we have learned so much general information about advertising industry such as how its development in the world and in Vietnam today, how strategies and techniques is used in an advertisement. In addition, we also learnt more about Converse Chuck Taylor All Star that we chose, product made the brand of Converse shoes. Especially, going through a process of hard work to complete the assignment, we could use the knowledge that we learned to show our own innovation and creativeness as well as got experience about the whole process of making an advertising product – poster. 3. Methodology To complete this assignment, we have used methods such as collecting, online searching for information, localized geographic scope, setting up the questionnaires to ask some students in Hanoi Open University about their satisfaction to this product. Then, analyzing, assessing potential market, market segmentation of product. In 100 candidates selected for the survey, up to 80 people like it, especially Converse shoes. Thus, we can see the current trend, the dynamic, personality young’s very popular style of sports shoes to combine with jeans, caps, shirts mix with crop-top. It makes you become agile, dynamic, but also represents the youth, ―your personality‖. 4. Scope of the assignment We focus on research in the field of advertising, especially the shoes advertising. Among them, the most typical product is Chuck Taylor All Star by Converse shoes brand which is 1
consumed by Vietnam youth market. This is a potential market, where the number of consumers is considerably large and very easier to exploit. 5. Design of the assignment Layout Assignment all of 7 parts: Part I: Introduction. Firstly, we will discuss the reasons selected topics. The second is the object of study. Thirdly, presenting the research methodologies. Next to the scope of the study. And finally, all structural assignment. Part II: The advertising industry. Including of three small parts. The first part is general information on advertising as an industry. The second part is techniques and strategies used in advertising. The last part is advertising in Vietnam. Part III: The product. The layout is composed of three parts. Firstly, the company. Secondly, the product range of the company. Finally, the chosen product. Part IV: The advertisement with three main contents. The first part is the actual advertisement. The second part is how the advertisement was created (describe the detailed process of making the advertisement). The final part is techniques and strategies used in the advertisement. Part V: Conclusion and Recommendation Part VI: References Part VII: Appendix Above is the content that we mentioned in this assignment. Although the team members have worked tirelessly, but still not avoid many mistakes. Hope to receive any comments from teachers to our assignment more perfect. Sincerely!
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CHAPTER I. THE ADVERTISING INDUSTRY 1. General information on advertising as industry Advertising industry are regarded as creative industry also called creative industry. Products bare mainly advertising idea, or new marketing solutions, media... Everyday, hundreds of new ideas in advertising, newspaper, magazines, television supply for thousands of business. Advertising is an integral part of communication. In wordwide, the advertising has become a powerful industry with hundreds of millions of dollars of revenue each year. Advertising was appeared by the old Egyptians. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign have been found in the ruinsof Pompeii and ancient Arabia. Wall of rock painting for commercial advertising is another sign of an ancient advertising form, which is present in many parts of Asia, Africa and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BCE. In the 1700s the UK hasd a lot of progress in advertising. Brochure and business cards were popular. A wide range of goods being advertised. In the 18th century advertising can be found in the British colonies in America-a fact that, centuries later, to achieve a greater degree of sophistication and popularity of the new nation. Advertising in the colonies, however, initially had little impact. Since America is mostly wild and farm country, many live in comparative isolation. In addition, the ad appeared in newspapers often illegible and poorly written. The changes in the marketing system of the United States in 1880 implementation of modern advertising model as possible. Previously, the market was dominated by wholesalers purchase large batches and sell more profitable shipments. However, in the 1880s, the production of goods began packing packaging, branding and product distribution nationwide. This change has introduced an advertising needs on a national level. The advertisers provide the agency with a new set of customers with higher standards than those who only sell to local markets. For example, manufacturers of packaged goods want their ads to create a bond of trust with the consumer, so they need to advertise more realistic. During the 19th century the most widely advertised drugs are patented. Even as late as 1893, more than half of all advertisers spent more than $ 50,000 per year to advertise the drug makers patent. In the 1890s advertising industry has grown significantly. By 1897 more than 2,500 companies have been conducting a campaign of large-scale advertising. This expansion is a result of the increased use of brand names and trademarks and are developing distribution report. 3
Copywriters also contributed to the growth. 1892 N.W. Ayer & Son in Philadelphia agency copywriter hired its first to create an ad. Previously it simply purchasing advertising space from newspapers, magazines, and sell it to advertisers. Now the agency can provide both art and copy for their customers. 1900, the main agency J. Walter Thompson covers, NW Ayer & Son, and Lord & Thomas. In the nineteenth century J. Walter Thompson convinced a number of literary journals to carry advertising, and in 1900 his agency has created advertising for thirty most popular women's and general interest in the monthly. J. Walter Thompson can be credited with transforming the magazine into an advertising medium. In the 1920s, the advent of radio advertising in the United States have an incentive to carry it through the Great Depression (1929-1939) and World War II (1939-1945). When radio was first introduced, many people feel that radio advertising should be banned. This view is supported by the then Secretary of Commerce Herbert Hoover (1874-1964). However, by the end of this decade, the state began advertising the advantages of using radio as an advertising medium by injecting elements such as drama and fast on the ad. With the formation of the NBC and CBS radio network in 1926 and 1927, respectively, radio has become an important medium for advertisers. The advertising agency creates radio programs at night as a way to convey the message of their clients. They also produce radio dramas daytime became famous as "play" (the term was first applied to the drama is created for consumer products giant Proctor & Gamble ). After World War II, American advertising industry has begun to spread throughout the world. At the time of economic recession and industry analysts began to question the effectiveness of traditional advertising to sell products and services. They offer some explanation: consumers have become less pummel receive the advertising message, and they have greater price conscious and less brand loyal. At the turn of the 20th century, there were few career choices for women business. However, advertising was one of the few.And now advertising with the progress of media has become a creative industry bringing significant income in the world economy. 2. Teachniques and strategies used in advertising Advertising techniques
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Provide facts and figures: Prove the superiority of a product with statistics and objective, factual information. Convince people to “join the brand wagon”: Imply that everyone is using a product and that others should too, in order to be part of group. Play on people’s patriotism: Imply that buying a product shows love of one’s country. Provide “snob appeal”: Imply that use a product makes customer part of an elite group Play on people’s hidden fesrs: Imply that a product will protect the user from some danger or an uncomfortable situation. Associate positive qualities with a product: Promote a product with words and ideas having positive meaning and association. Provide testimonials: Use a famous person or an ―average customer‖ to endorse a product so customer want it too Manipulate people’s emotion: Use images to appeal to customer’s feelings, such as love, anger or sympathy. Advertising strategies Give information: Provide information about a product of service to influence the customer’s behavior. Creat attracted images: To appeal desires and tastes of audience. Eye contact: A feature in desing of advertisement o encourage viewers to feel attracted and involed. Use color: To make the different impression. Famous or glamorous people: If a famous people use product, the consumer will believe in quality of product or service. Play on words: Language as well as pictures make effect strongly to appeal viewer. Use cultural references: To bring the same ideas for group of people. 3. Advertising in Vietnam The advertising has become a powerful industry with hundredsof millions of dollars each year in over the world. However, in Vietnam, the advertising industry is still young, in the presence of the media conglomerates and foreign investment, continuous learning of local media 5
companies, advertisers, advertising special TV in Vietnam are developing. Advertising industry began to flourish in the world at the end of the 19th century. The industry erupted revolution make the production goods faster, cheaper and easier. There are many manufactuers making the same kind of goods which cause oversupply and competition appears. Companies wanted to have an advantage over competitors, they must choose advertising as a marketing method which is indispensable. So far the world advertising industry has come a long way with appearace of new media and new advertising methods. The largest advertising group in the world such as Publicis, Omnicom, WPP, Dentsu, Interpublic… gradually established. Looking back on the advertising industry of Vietnam in recent years with many changes and big changes after the global economic crisis in 2008 the last time from 2009 to late 2010, the advertising market of new VN real return, along with new ad executions. This period also marked the groundbreaking step of doing business by advertising in the country started gaining market share from companies advertising QC by foreign-branded products "Made in Vietnam" creative. About the end of 2010 advertising budget for the increased business each month. Due to the economic recovery of its overall policy to promote the development of domestic enterprises, to expand the scale of our country to race against the non-state enterprises and imported goods. In the context of a market economy the WTO challenging, they continue to open their wallets spent on advertising for businesses to quickly gain market share before it's too late. Forecast 2011 advertising budget of the company can continue to increase, up from 9-13% in comparison with 2010 by growing pressure from the WTO door. In 2011, many people said that this was the year of many new types of advertising introduced and many ways unique advertising and marketing of the advertising company. To prove this let us look at what advertisers have done in years past, and try to recall the observations of his walk from the house and into the street to find out how advertisers cleverly integrated into the daily lives of us who do not know this. A typical example is the TV ad attacks the network's massive, with impressive footage QC and humor to launch 3G network. This advertising campaign successfully helped the network launched a new service pack seemed very thorny, and yet the goal was quickly accepted and used Wray. To confirm the success of the event 3G Vietnam is the 11th boss global ranking of people using mobile internet access. Has many recipients of the QC strategy most admired for years. Not only in the form of TV ads and other forms of advertising simpler can still crept into the household and into the body quickly. It conveys the message directly to the target consumer 6
customers (product or service is introduced directly to the consumer) is the choice of many businesses by implementing simple and immediately see results been. In recent years, Vietnam has been advertising in favor of online, mobile and social network. Social Networking: Trends remarkable According to Comscore, surpassing Taiwan, Indonesia, Philippines, as of May 9/2012, Vietnam had 13.1 million users to YouTube, averaging 137 videos per viewer / day. Similarly, the number of Facebook users in Vietnam as of 24/10 to more than 9 million people. On an average day, Facebook has more than 30 thousand people participated in Vietnam. Best age to participate and have the fastest growth rates of the two age groups 18-24 and 25-34, the two consumer groups in high demand and good affordability. Linked, Twitter, Google +, Pinterest also of users around the world are skyrocketing and a major impact on internet users in the United States. However, in Vietnam, the social network effects are not significant. Mobile advertising network: According to the report NetCitizens Cimigo, 2012, the rate of splendor using the cell phone to connect to the Internet up to 56% of internet users, while in 2011 this figure was only 27%. Prices of mobile smart phones continued to decline, more and cheaper internet rates with many attractive promotions will be the strong catalyst increase the rate of internet access via mobile phone. Unlike SMS is limited by the amount of text and image ads on the content network, gaming, applications for users of mobile smart phones can help businesses reach customers anywhere, anytime place. Display ads through ad networks Automatic Position mainstream With the penetration of CPC advertising concept (the price per ad click), CPM (the cost per 1,000 ad impressions advertisers) from Google, Facebook and the advent of automated ad network of the major vendors are Admicro (under VCcorp), FPTonline most recently appeared online advertising contextual Novanet (under NovaAds), 2013 saw the market will gradually replace the concept of paid advertising display amount per day, per week or per month.
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Automated ad network allows companies are ordered at the same time a lot of ad positions on many different web sites, advertising effectiveness measurement is more accurate than the method of display advertising placed manually. Search Ads: Continued strong investment Network access is still searching for one of the two most frequent online activities of Internet users. As reported by Cimigo, 2012 with 94% of internet users to access Google search, this figure was 92% in 2011.
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CHAPTER II. CONVERSE CHUCK TAYLOR ALL STAR 1. Converse company Converse, Inc.
Converse is a brand of sports and also a brand of fashion. ―Fashion trends do not change once in a season or once in a year, in fact, it keeps changing everyday‖, but this brand throughout the 105 years of existence until now almost unaltered. Converse harmoniously combined between sports and life to the extent of always reflecting real life in sports and sports in real life. Shoes product of this brand is only one category, but it is bought more than all other footwear brands in the world. No brand in the world changed owners many time as it is, but eventually it returned to the original name. History of Converse Brand In 1908, Marquis M. Converse founded the Converse Rubber Shoe Company in Maiden, the state of Massachusetts in the United States, to produce dedicated shoes for the winter, especially rubber boots. As the name of company, the initial product is shoes or rubber boots. Later, Converse used cloth that is used for sails ships to produce kinds of rubber-soled canvas shoes. Converse brand’s identity is shaped with the idea of Marquis Converse about a specialized shoes for basketball. Converse noticed that this sport was more popular and developed in America, but the players have not proper played shoes on the wooden floor in the game. Then, he said that only rubber-soled shoes is more appropriate. In 1917, a turning point in the history of converse took place. Converse released a type of sport shoes, which made by linen, rubber sole, clinch and toe of rubber coated, named ―All-star‖. These rubber soles bring special rubbing sounds for basketball on the competition floor. Chuck Taylor wore this type of shoes, but he dissatisfied and complained ―"Normal walking is fine, but running in the competition was very footsore". Converse immediately invited him to become a partner and acquired Taylor’s suggestion for improvement. Star image on the brand logo is derived from this sports star.
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As many years have passed since then, from the shoes with color schemes of black and white originally, Converse shoes has gradually added many new colors, but basically no change in the shape and details. There is already more than billion pairs of Converse shoes that are purchased by people from all over the world – A record that now and probably for some time, it has not seen any other shoes brand likely well passing. But in 1929, Marquis Converse sold his company for Mitchell B. Kaufmann merchant. Two years later, Kaufmann died in a hunting times, some people say by accident, but there is speculation murdered. From 1938 to 1948, the World War II brought great opportunities for Converse that made it became the provider for foreign troops. Includes: shoes, clothes, boots for pilots and soldiers; coats and protective clothing made from rubber. During the period 1948 to 1958, Rock music emerged. It was noisy, rude, dirty, and it made others fear. But the Rock sparked a fashion revolution: leather jacket, jeans and sneakers turtleneck. The most interesting is that, at that time, turtleneck sneakers with a miracle was born together: National Basketball Association (NBA). The, three Stone brothers bought the company in 1971 and sold for the ELTRA Corporation. In 1979, ELTRA Corporation were acquired by Allied Chemical Corporation. Then, the group sold the Converse brand for new owners and the new owners established Converse Inc., turning it into a joint stock company and offering listed on the stock market. May 9, 2003, Nike bought this brand. Nowadays, Converse become a subsidiary of Nike, Inc. Following the tradition, Converse still advocates seeing the world in variety of different angles, enthusiastic with people who bring love and better for a better world; promoting the spirit of innovation and the breakthrough of Rock music and basketball. 2. The product range of Converse, Inc. Converse is Sneakers. And Converse is Change. All of the proud achievements of Converse are inseparable by 4 classics lineup: Chuck Taylor All Star, Jack Purcell, Star Chevron and One Star. In all domains, such as music, sports, art and fashion trends, each product line has an certain influential position, all of them seem as are transmitting a message "innovative spirit that Converse are pursuing is endless, is not limited transformation". In 1915, Marquis M. Converse started producing shoes for tennis athletes. 10
Converse Chuck Taylor All Star Shoes
An important turning point in the history of Converse is in 1917, when the Converse All Star basketball shoes was launched. Four years later, in 1921, a basketball player Chuck Taylor engaged in designing, promoting the All Star form, on each pair of shoes are the signatures of this top player. Until now, the Chuck Taylor has captured the strong foothold in the heart of the young. Converse Jack Purcell Shoes
In 1935, a "canonical" line of Converse shoes appeared, was Jack Purcell. Referring to this line of shoes, anyone would mention the name of its designer, it is Jack Purcell, a Canadian world champion badminton player. The shoe-shaped with rounded nose smile. Converse Star Chevron (CONS lifestyle)
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Another name of Converse Star Chevron is Pro Star Leather. CONS embossed logo is highlight to create a particular powerful way, the shoes tongue are decorated by fancy motifs, detachable shoes insoles, foot smooth design. Colors are usually bright tone, expressing the individuality of street art. In 1976, the Converse Pro Star leather brand became dedicated shoes for basketball athletes. Converse One Star
In 1974, the line of One Star was the first time appearance with anti-slip advantage. It is still a shoes with rubber soles and strong star like Star Chevron. 3. Converse “Chuck Taylor” All Star Converse All Star ―Chuck Taylor‖ is the oldest, most popular and all time best selling basketball shoes of all time. The name of “Chuck Taylor” All Star With the popularity of basketball in America, Converse Corporation saw the need to develop a shoes that people could wear while playing basketball. After lots of research and development, the first version of the All Star basketball shoes was produced in 1917. The All Star shoes originally came in natural brown with black borders. In the 1920s, Converse All Star were made in all versions of fabric or black leather. The All Star was the mass produced basketball shoes in North America first. It consists of a very thick rubber soles and ankle including fabric above. Charles H. Taylor was a basketball player for the Akron Firestones. He liked what he saw in the All Star shoes and saw its potential for the sport of basketball. In 1920, Taylor joined the Converse sales force and became a coach for the Converse All Star, the company’s basketball team. When Taylor wore this shoes, he complained it was really feet sore when running. Converse immediately acquired his suggestion: added inner lining and advanced stock shoes hatching tight ankle area. Throughout his career with Converse, Taylor travelled all across American basketball 12
team to promote the All Star shoes. Because he was so successful in promoting Converse All Star, as well as making important changes in the design of the All Star shoes, in 1932, his name ―Chuck Taylor‖ was added to the ankle patch. That is why the shoes is also simple nicknamed ―Chuck‖. The Chuck’s development The period from 1958 to 1968, for each person, this is ten years with too many changes. Downstream development of Rock and basketball, Chuck Taylor All Star appeared with more colors than before. In parallel with the changes of the times always made many miracles, then the Converse brand has quickly reach all corners, from domestic to international, or even global markets. Around 1974, Chuck Taylor All Star sneakers continue to have many creative breakthrough, shoes surface is made of deer skin, shoes hip more pentagram pictures, dedicated shoes sample for basketball. The dynamics of the new model attracted many stares from the Rocker and skateboard athletes. Following the success of the Grandmama basketball shoes collection. In 1966, All Star 2000 has created huge buzz, this is the first time Converse apply modern techniques in the fundamentals of the Chuck Taylor All Star, circular logo at heel sections, combined with a red border fiber in shoes soles, modern features plus, has become a real breakthrough, making millions of people who cannot resist the allure of it. Facts about “Chuck” Apart from all these fashionable shoes that you can see, the Converse All Star is one of the best-selling shoes street-ware on all world markets. In the United States, All Star canvas shoes and jeans have become cultural and becomes part of American life, and now that culture has spread to all the youth of the world. Of course, its canvas is kind of shoes that people rarely take it acceptable to wear trousers or suit but still trendy and not be criticized because of the ridiculous. All Star canvas shoes are also used as tennis shoes and it is considered one of the exclusive goods. All Star shoes for tennis players has durability and colors as diverse as CT OX Cactu girls purple, Blue Converse All Star high top boots 7M snaps, lace-up athletic blue converse, Converse All Star hi canvas yellow top... Many rock bands in the world was selected as All Star uniforms for their band shoes. Typical Black Infinity rock band. All Star shoes not only can coordinate with all outfits, but also makes you generous, sporty and healthy. 13
Thanks to Chuck Taylor, this brand almost completely dominated the market for basketball shoes. Thanks to Jagger and Cobain, this brand conquered an entire generation of music and culture believers that two artists are tremendous influence. Especially, dirty Converse shoes are more beautiful than when clean and as much as you use, it as to the code. That is not to mention it seemed indestructible never broken. Nowadays, ―Chuck‖ has created a unique brand that when people think about it, they think about what to recommend in the slogan "From the court, to the field, to the street".
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CHAPTER III. THE ADVERTISMENT 1. The actual advertisement We have a poster with the Converse ―Chuck Taylor‖ All Star. 2. How the advertisement was created This is the first time we created an advertisement, so we met many strange and difficult things. All of us had ideas, but we did not know how to present clearly our ideas as an advertisement. However, we understand that a poster to advertise the product is really important, because it is one of the customer approaches that we must have. First, we met a trouble with choosing product. We have three members and it is hard to reach consensus because each of us has our own preferences. A person wanted to choose wine because she loved it, but the other did not. Ones wanted to choose perfume but it seemed hard for us to look for information. Finally, we decided to choose shoe, because it is really close with us and may be it is easy to understand the information about shoe. We were known that Converse shoes are very popular in the market, many young people use it as a way to show their characteristics, it seems as Converse is youth. And in the range of Converse shoes, we saw that Converse Chuck Taylor All Star – ―Chuck‖ was a shoes that make a name for Converse. So that is why we chose Converse Chuck Taylor All Star as a product for this assignment. Then, we all searched information about Converse and ―Chuck‖ to understand more about the company, the target customer, especially the features of the product that can help us make an advertisement to attract people. Maybe in the past, the target customer of ―Chuck‖ was only the basketball players, but now, it seems as focus on all type of people, especially the young people who always want to assert themselves. So, we chose the youth as a target customer of our product ―Chuck‖ and created an advertisement to attract most of them. We chose ―You know who you are‖ as a slogan for ―Chuck‖, because we understand that young people always want to assert themselves. But before they can assert, they must know who they are and Converse Chuck Taylor All Star can help them do this thing. Next, we decided to make a poster for ―Chuck‖, because it is easier for us than making a clip and of course, this form of advertising is cheaper. It seems as poster suitable with the target customer than any others. But we just knew a little bit about design software – photoshop, so maybe this poster is not perfect now. In the process of making poster, we had to choose images that can express our ideas. It was quite hard because it had so many images in the internet but no
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one could express what we wanted to transmit exactly. So that is why we had to choose many different small images to graft a completely new posters. After the discussion session and persistent editing, finally, we gave the advertisement for ―Chuck‖. It is a poster with a logo of Converse Chuck Taylor All Star in the upper center, the name of Converse brand and the slogan are immediately below. On the right side of poster, we have a girl wearing Converse Chuck Taylor All Star as a representative of the youth – these people are always energetic and youthful. Because a red color is really impression, so that is the reason we chose a red shoes for the left side of the poster. After all, a poster was completed with a background that can portray the true nature of converse shoes in general and the Converse Chuck Taylor All Star in particular: ―From the court, to the field, to the street‖, wherever you go, Converse always be your companion, making yourself. 3. The Techniques and Strategies used in the advertisement Techniques Our advertising focus on two major techniques: associate positive qualities with a product and manipulate people's emotions. For an advertising to be effective there must be a reasonable use of the technologies. For technique ―Associate positive qualities with a product‖, we using a slogan ―You know who you are‖ in advertising of Converse. That means if someone wearing Converse, they will be more confident, more comfortable and especially they can show themselves, they can do whatever they want such as jumping, running, walking,… Everything will be fine. And with technology ―Manipulate people’s emotions‖ is using image effects on emotions of our customers, we use image the girl wearing Converse shoe, she looks beautiful, happy, and confident. Next to her is image of our product ―Converse Chuck Taylor‖, this image express that she can be happy and confident it depend on she wearing our product. Color combination between clothing and shoes highlights the beauty of the product Both of two technologies are closely related to each other. The image show clear and more specific of our slogan. Strategies Our strategies are mainly use: image, color, eye contact. We use mainly red color with soil color background; they highlight in red and make our customers focus on our product. The model
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in image look straightly to customer with a smile, that things encourage viewer to feel attracted and involed.
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CONCLUSION 1. Conclusion In summary, through this assignment, we had a brief knowledge of advertising industry in the world as well as in Vietnam. Besides, we also know the strategies, techniques which they use to impress, attract and to make customer recognized and consumed their products. From there, we were flexible in application to design Converse Chuck Taylor All Star poster - a category of athletic shoes is popular in the youth today. In addition, through the process, we also got the necessary information about the company, the product lines of Converse brand. But the most important and worth thing mentioning here is that we have been experiencing, be yourself design, creativity, and understanding the basic processes when a print advertising launching, difficulties encountering. Finally, we have summarized the valuable experience which will serve the work related to Marketing and Sales later. 2. Recommendation As an experienced group stages of the design process poster, we also met and understood many difficulties. Therefore, we have summarized the following valuable experience: Firstly, you need to know and understand the various types of advertising on the market today, such as posters, print ads, video clips, prochure... Secondly, to be able to advertise your products effectively, more than anyone else, you have to understand the best features, the difference of the product compared with competing other categories to attract customers. Thirdly, you consider how your capabilities are and with features of this product you should choose the form of advertising is suitable. Fourthly, you should think, create and design impressive image, slogan, highlighting the outstanding features of the product. If your choice is poster, the background of poster should be lighter, main picture and the slogan should really be clear. Do not insert too many words, they make viewers in a frightful jumble and they don’t recognize and remember the information longer. The fifth, you need to apply flexibly strategies and techniques as used celebrity images, make an effect on viewers’ psychology, feelings,... so as to your ad content can be transmitted download impressively, the deepest to consumers. Causing they just look poster, or heard the slogan knew it was brand your product. Advertise gives prominence to creaty, unique characteristics, outstanding of product. Therefore, to ensure that all the requirements above, you have successfully.
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REFERENCES 1. Converse history. Retrieved September 20 from http://www.insidehoops.com/converse-history.shtml 2. Chuck Taylor All Star. Retrieved September 20 from http://www.converse.com.vn/products/?category=chuck-taylor-all-star&gender=men 3. The history of the Converse All Star ―Chuck Taylor‖ Basketball Shoe. Retrieved September 20 from http://chucksconnection.com/history1.html 4. Advertising Industry. Retrieved September 24 from http://www.encyclopedia.com/doc/1G23406400015.html 5. Advertisement industry in Vietnam & Some of Its Regulations. Retrieved September 24 from http://amr.com.vn/news-insights.html?id=117 6. Seven marketing tactics help more effectively. Retrieved October 2 from http://www.ecd.vn/thuong-mai-dien-tu/135-bay-chien-thuat-giup-marketing-hieu-qua-hon.html 7. Five common advertising technique. Retrieved September 27 from http://smallbusiness.chron.com/5-common-advertising-techniques-15273.html 8. My Anh (2013). Advertising industry in Vietnam. Retrieved September 24 from http://vtown.vn/articles/nganh-quang-cao-o-viet-nam.html 9. The development history of advertising industry in the world. Retrieved September 24 from http://blog.zing.vn/jb/dt/nta1303/342468?from=like 10. Beautiful poster design in Photoshop, Illustrator. Retrieved October 4 from http://marketingbox.vn/Thiet-ke-poster-quang-cao-dep-bang-Photoshop-Illustrator.html
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APENDIX 1. How did Converse become popular? A brief history of the iconic sneaker If you have even a vague interest in dressing yourself, chances are you’ve had at least one pair of Converse Chuck Taylors in your life. After all, the shoes suits all styles: Despite their obvious differences in appearance and taste, celebrities like Wiz Khalifa, Mila Kunis, Blake Lively, and Kurt Cobain are all fans of the quintessential sneaker. But how did Converse become the fashion icon they are today? All Stars are actually a century old, and have an extensive history to match. Origins The original Converse company was set up in Malden, Massachusetts in 1908 by Marquis Mills Converse, who called his new venture the Converse Rubber Shoe company. The company’s first several years were profitable enough to keep the brand running, but it was the transition to producing basketball sneakers in 1917 that really shifted Converse from a simple rubber shoes to the cultural icon it is today. The kicks were given the name ―Converse All Stars‖ as a nod to their athletic design. When basketball Hall of Fame alum Chuck Taylor lent his name and signature to the trainers in 1921, they became the basketball shoe. Basketball’s inclusion in the 1936 Olympics only meant more publicity for the now-popular Converse All Stars, made all the more compelling by American’s win against Canada.
1950s: Chucks Rebel Chucks made the leap from athletic wear to alt fashion in the 1950s, when the classic black and white version became part of the youth rocker uniform. Rebel without a cause James Dean
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cemented their iconoclastic status when he appeared in several photographs wearing his Jack Purcell Converse kicks.
Though historically associated with athleticism, Chucks began moving out of the realm of sports and into the realm of chillin’. In the succinct words of Ice Cube: It’s crazy to think that them basketball cats played in Chuck Taylors. I got Chucks in my suitcase right now, but that shit gives you flat feet. 1970s: The one star
The shoes went through a series of design and marketing incarnations through the following years, but in the 1970s, Converse introduced the One Star, a precursor to the classic design we know today. The One Star featured a streamlined suede design with a star accent on the side, and quickly became the brand’s other bestseller. The Ramones were famously reputed to favor the sneakers for work and play, but in reality, the band initially wore PRO-Keds and later transitioned to Chucks. Drummer Tommy Ramone stated that though he favored the shoe, he was unclear on who Chuck Taylor actually was: He was maybe a basketball coach or something. I don’t know. He made cheap shoes.
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1980s and 90s: Grunge explosion
The 1980s became yet another crucial decade for Converse, starting in 1984 when the company was named an official sponsor of the Los Angeles Olympics. Despite Ice Cube’s assertion that the shoes weren’t ergonomic, the U.S. walked away with a gold medal in basketball wearing the shoes.
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But when we think of Chucks, it’s not their basketball legacy that springs to mind — it’s the counterculture icons who wore them in the 1980s and 1990s. Chucks became the shoes of choice for rockers and rebels in the mid-’80s, spurred on by unofficial endorsement by bands from Guns N’ Roses to Pearl Jam’s Eddie Vedder.
Grunge stars Kurt Cobain and Winona Ryder rocked All Stars into the ’90s — the dirtier, the better. The look was later borrowed by Green Day and the All American Rejects, cementing the shoes as a mass market staple. By the end of 1997, the company reported it had produced 550 million pairs over the course of just a single year. But by 2001, rumors that the company was actually financially failing prompted a mass hysteria and public display of devotion to Converse. The company’s financial woes were no mere gossip, and in 2003 Nike purchased the floundering Converse company. Though die-hard Converse fans may have scoffed at the company’s decision to sell out to a more mainstream corporation, the settlement ultimately salvaged the company and resulted in countless innovative reincarnations of the famous shoes in the decade since. Today
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These days, Converse seems to be in fine shape. In September 2013, Bloomberg Businessweek reported that ―sales of the vintage Converse brand increased 16 percent, to $494 million, in the recent quarter, while earnings before interest and taxes jumped 36 percent,‖ putting Chucks before Nike’s own innovations in terms of profitability. Converse has hopped aboard the designer collaboration train in a big way, and this year alone, we can look forward to a Black Sabbath x Nike collaboration, as well as a Simpsons-themed collection.
If we had to guess, we’d wager Chucks will never go out of style.
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