Summary notes

-’she make look clean but’-a nice looking girl, (american) but the aim was warning servicemen, to stay clean and not go near women. approach, wholesome girl, so you wouldn’t know, that it would be anyone, done politely, not screaming, no identity, the whole idea that will catch you unawares.

-more shocking at the time. a pride approach, cant beat the axis of evil, to beat VD. its a warning, not informative, not a naughty sexy poster. something to make you worry, something to scare. shock value in that sense. focuses on a male audience, a specific audience. the lack of information is because men won’t have the time to wait around and read it, it was a problem, so just tried to shock them. and stop it reaching that point.

-conflict between the image of a wholesome girl, but calling them prostitutes and pick-up girls? or maybe that was the look? glamourous to be sleeping with the men at the war, these women playing their part. and the men are just told to stop, it’s expected, but the women are whores etc.

-main difference, trying to get on the same side of the audience it was aimed at, to be as helpful as possible, trying to make everything normal and easy. the aim is to make you take responsibility, but the main message is that you can’t tell, by looking at someone, which is the same idea as in the 1940s. to make carrying a condom to be a natural thing.

-respect’ campaign, trying to be on your side, so informative and helpful, ‘trendy’ tattoo graphics. it advertises on spotify, fb, targets all the areas. adverts now fit around the age, gender and playlist, to make it relevant. so that relates to the whole use of condom adverts.

-chlamydia packs, website was also helpful. the packs distributed around university accommodation. less about scaring you, telling you to be a good person if you’ll use a condom. less mean to women like the 40s! but that’s a general shift in time and change in attitudes because of that.

-morning after pill. the whole pill ads has the same approach as ella had, normal comfortable. first time any one had advertised the morning after pill and thats when it became controversial. the christian community reacted to the ad campaign for its use of the slogan “the immaculate contraception” (play on jesus). Was the situation taken seriously enough – its use of pastel colours, happy clappy etc… would people just not bother with safe sex and just then go in the morning and get this pill. this is what levonelle wanted… the comfortable approach, unpatronising etc. Canada had then taken to making it fully comical etc with downloaded screensavers etc…..   levonelle is obviously aimed at females as it targets them. link to ella’s with the easy unpatronising.

-british ads, get more complaints. linking that perhaps some adverts go too far, from trying to be friendly and unpatronising. banned ad, with the screaming kid (french)-makes it seem more like an abortion thing, which is where an issue is. durex did posters, more subtle, not actually saying a kid is bad, more that before you get to that point. when they take it too far, its more of an insult, trojan ad about pigs, so in the way that the one guy who used a condom who isnt a kid, relates to the 1940s male pride. ad agency that do durex ads, (mccan-erickson manchester ad agency) everyone complains, durex wants their condoms look cool, so they keep pushing the boundaries. the running sperm one, too many complaints, not informing, more making sex funny. aimed at both girls and boys, but maybe its seen as a bit too much and in your face. want to be as shocking and controversial as possible. relating to how popular culture is more shocking now, it needs to be more shocking to put a message across. more putting a name across.

aids never on tv – right infront of you mainstream – link to rozzi hamburg children

-people knew about it, but it was never as much in conciousness, mainstream tv, the start of the whole AIDS in the concious, completely not friendly, a mini-horror movie, but it got the ball rolling. it was needed, but it was scare-not inform. for the 1980s linking to the 1940s. not really awareness, more just a shocking scary one, not informing. the main this is there is no known cure, linking receiving it, you will die. new take on how to advertise aids.

-AIDs now, in germany. hamburg kids. guerilla marketing, something unique, and new, thought provoking idea that you can engage with, and installation. main square of hamburg, you won’t know it’s there until it pops up randomly. and as an art installation you interact. forcing you to realise the situation. less patronising, not do this solve the problem, more to educate you and understand the problem, as a charity, we’ll sort it out together. its about being affected by people who have aids, and using children is very emotive. its subtle, getting you in you heart and just getting you to think, not really shocking, unsuspectingly shocking, you don;t know it’s going on until it happens, and it makes you not able to ignore it. in your face and subtle at the same time.