Media Blog #2 - The name's placement. Product placement

Name: James Bond.  Status: 007 with a License to Kill.  Weapon of choice: Walther PPK.  Drink of Choice:  Vodka Martini, shaken not stirred Heineken.

As you are undoubtedly aware of, the 23rd James Bond film "Skyfall" opens this Friday.  The film follows James Bond as he must do battle with his greatest villain yet, product placement.  Confused?  Much controversy has risen over the last few months because of the fact that James Bond will now be drinking Heineken.  The move is part of a massive deal with Heineken that will prove to be a big pay day for the filmmakers.  Heineken's product placement deal breaks down to this.  Bond and other characters will be seen drinking Heineken in "Skyfall", while Daniel Craig as James Bond becomes the face of Heineken beer in their new advertising campaign.  The flip side of this though is that Heineken is paying $45 million, all of which is covering the marketing budget for "Skyfall".

This one ad has been playing on both theater and TV screens for the past couple of months. 



As you can see, this ad is a clear example of what I'm talking about.  Daniel Craig is in character as Bond and selling you Heineken.  You have the classic John Barry Bond theme playing throughout.  There is an action movie vibe to the whole thing.  One man gets mistaken for Bond only to run into Bond and Bond girl Severine.  Everyone drinks a Heineken and sits back as the release date for "Skyfall" is bandied about.  This only part of a larger campaign featuring Daniel Craig's Bond in scenario's that all end with him beating the bad guys and celebrating by cracking open a Heineken.  See a theme here?

The main persuasive technique that is running through all these ads is the idea that Heineken is such a cool thing that even James Bond drinks it.  The overall message trying to be conveyed is, "Hey I like James Bond.  James Bond likes Heineken.  I should go buy some Heineken before "Skyfall" comes out!"  Association principle is clearly in action here.  The ads are meant to create an almost Pavlovian response to Heineken beer.  One thinks of Bond, they then think of Heineken and vice versa.  The ad campaign has done a good job though of taking advantage of TV.  I can't tell you how many times in the last week I've seen Heineken Bond ads.  I'm not going to lie, they haven't been holding back. 

To be honest, I've seen huge movies do these kinds of ads all the time.  Case and point there was a mountain dew ad campaign for "The Dark Knight Rises" just a couple months ago that followed the same structure as the "Skyfall" ads.  The target audience for these ads are obviously those of drinking age.  Not only that but the ads are directed towards all those people who are excited for "Skyfall."  The ads are meant to remind you that the movie is almost out and get you even more pumped up for it. 

The ad campaign has had a few stereotypes that I've noticed.  Namely the obligatory Russians speaking Russian and wearing the typical garb you would expect to find a Russian solider in an action movie.  Also, there is the stereotype of the vaguely eastern European bad guys who don't speak English and chase our hero around throughout the entire ad.  Nothing too offensive, but it still stood out. 

So far the campaign has been doing a good job at raising awareness for "Skyfall."  I'm not going to lie, every time I see one the ads, I get a little more pumped up to see the movie.  As for how well it's selling Heineken, I can't really answer that.  It's not like I can go out and buy Heineken but I'm going to assume that interest/sales of Heineken have shot up at least a little bit.  The ad that I put in earlier is one that has definitely stuck with me.  Granted that might be because I've seen it quite a few times but it's still stuck around in my head.  As for weakness with the campaign, I've found that the ads are all basically the same.  Some shady action scene occurs, Daniel Craig reveals himself at the end, and he drinks a Heineken.  All the ads follow this formula to a t.  It would be nice if they injected a little more originality into the ads.  Also, I'm concerned that like so many of these deals, they will stick out like a sore thumb within the film itself.  Seeing is how Bond will be drinking Heineken in "Skyfall", does than mean his Vodka Martini will be non-existent?  Moreover, will there be a awkward line inserted into the film where a character remarks about how much the enjoy Heineken?  I worry that this product placement will take away from my enjoyment of the film. 

I'm not the only one who is more than a little skeptical about this deal.  Roger Ebert even went so far as to say that Bond has finally "sold out."  While I definitely have a raised eyebrow concerning this situation I don't think that I would go so far as to say that this film has sold out.  Case and point, 1997's "Tomorrow Never Dies" had its entire production budget covered by product placement deals.  In today's world these big expensive movies need these deals in order to save money.  It's just an issue of how well these placement deals are integrated into the films themselves.  As for recommending Heineken to someone else, I'm not sure if I would.  The ad campaign has been more focused on promoting "Skyfall" than really promoting Heineken.  Heineken just seems like something kinda thrown in at the end of each ad.  The ads don't really sell me on why I should drink Heineken so I'm not sure if I would recommend it to others. 

All in all I was surprised by how much of an uproar this deal caused in the media.  I was also surprised by how quickly people were ready to throw around the phrase sell out without realizing that Bond has done these kinds of deals for years.  I also didn't realize exactly how much money Heineken was paying for this deal.  At this point though, I can only hope that the product placement is well integrated into the film and doesn't pill me out of the experience. 

Go review

"I pledge to make the difference.
I aim to take no stand.
This bitter silence is the only play I have.
In light of all their laughter, I'll take to keeping shy.
A resolution that I've finally had enough."

  These are the lyrics that begin "Go."  "Go" is the fantastic new album by five man Minneapolis based indie-rock band Motion City Soundtrack.  The band, known for it's electronic meets indie rock sound, has continued to show growth throughout their five albums and nearly 15 years of existence.  "Go" is no exception to this.  "Go" (from a songwriting standpoint) is an album all about reaching a crossroads in life and things beginning to change for the better.  This is also reflected in the new sound that the band has achieved with this new release that is sure to bring in new fans.  The album is also a great change of pace for longtime fans like myself. 


   Here is the band playing the opening track of "Go", "Circuits and Wires."

  The passion project of singer/guitar player Justin Pierre, guitar player Joshua Cain, synth player Jesse Johnson, bassist Mathew Taylor, and drummer Tony Thaxton, Motion City Soundtrack has long been a shining example of a band that has grown with its audience.  While always maintaining the same overall sound, Pierre has been able to give each album its own distinct feel.  From the high school drama inspired "I Am the Movie" to the college identity crisis filled "Commit This to Memory" through on to the trials and tribulations of a 20 something that made up "My Dinosaur Life", this is a band that has grown over time.  This is no doubt helped by the fact that the lineup has stayed consistent since the bands early days playing in seedy clubs in their hometown of Minneapolis.  From Joshua Cain's trashing guitars to Jesse Johnson distinct synthesizer playing, the band has carved out a nice niche for itself.  Pierre's nervous and geek friendly lyrics combined with the bands combination of punk rock and electronica has made Motion City Soundtrack one of this past decades most unique and distinctive bands.  But enough about what the band has done in the past and onto their newest material. 

  "Go" is in many ways an album about finally reaching a point of stability in one's life.  After four albums all about crippling insecurities, Pierre's songwriting changes from manic depressive to contemplative and content with life.  Songs like "Circuits and Wires" or "Timelines" display a feeling of making up for past mistakes and moving on.  The album on the whole is one of personal reconciliation and inner peace.  "Go" is an album all about the point in one's life when they can finally cast off their doubts and go live life to the fullest.  This is a welcome change to the bands style that I greatly enjoyed.  Much like their previous albums, there is still an undercurrent of self doubt couched in geeky references, however the album is still a very optimistic one in the end.

  Apart from songwriting, "Go" is also a change in the sound of Motion City Soundtrack.  The album is less thrashy and has a calmer, more relaxed sound to it.  The album is less ADD/manic depressive and more mellow/mature.  This is helped by the increase of electronic elements on the album.  This seems to be in line with a trend that a lot of bands have been following these days.  Make everything more electronic and produced.  However unlike most every other band out there today, this approach fits "Go" perfectly.  After coming off of their biggest hit with "My Dinosaur Life", the band wisely chose to go with a very different sound on "Go."  The new sound, combined with the maturity of the lyrics, make "Go" one of the best albums Motion City Soundtrack has made to date.  While I wouldn't put it quite at the top (that spot might always go to "My Dinosaur Life"), I would put this at a sold number two.

  I would assume that the main target audience for this album is the longtime fan base, however the album's more polished sound greatly increases it's mainstream appeal.  Aside from the fan base, the album would also appeal to fans of alternative/indie rock as well as those looking for a nice blend of hard rock and quieter acoustic songs.  The thing that makes "Go" stand out as an important album is the fact that it is an album all about inner change.  It's an album that is all about admitting your mistakes and apologizing to the people who you have hurt in your life.  "Go" is at it's core about looking inside yourself to become the best person you can be.  This is a message that you're not going to find very often in today's music and frankly, it's something that people need to hear.  The album is definitely reflecting a current trend in music of a band completely changing their sound.  Over the last year or so, bands such as Coldplay, Death Cab for Cutie, and Muse have all been putting out albums that are completely different from their usual output.

  This departure in style is really the highest praise I can offer "Go."  It's maturity and thoughtfulness has really made it one of the better albums I've heard this year and I can't wait to see what Motion City Soundtrack does next.  A tiny problem I have with "Go" is the fact that a couple of the songs sound a little to similar to each other in terms of melody.  However this is only a small complaint lobbied against this great album.  Another issue that the album has is a slight lack of cohesion.  Certain songs like "The Worst Is Yet To Come" get a little overblown and overproduced.  Multiple piano and synth tracks make for a couple of moments when the album gets a little over produced.  However these moments are few and far between.  "Go" is an album that will definitely be in heavy rotation on my end and judging by the positive critical reception the album has received, the same goes for them. 

  At the time of this writing my friends and I are planning on finally seeing Motion City Soundtrack in concert.  This is something that we have all wanted to do for quite some time.  We have all been big fans of theirs, even going so far as going to the midnight release of their previous album.  It goes without saying that I listened to "Go" a couple more times before sitting down to write this.  Writing what has been my first music review has been a learning experience.  I've had to figure out how to adjust my usual critiquing to something that I am simply listening to rather than watching and listening.  I hope I get the chance to do another music review in the future. 

Photo Essay-Final day at the Commuter

Page designer Ashley Christie goes over front cover designs for the final issue of The Commuter for the 2011-2012 school year.  

The final office day continues as Opinion Editor Jennifer Hartsock and Copy Editor Justin Bolger make a video with outgoing Arts and Leisure Editor Carli Gibson discussing her future plans. 

Copy Editor Amanda Hayden looks over the paper for any mistakes that may have slipped through the cracks. 

Before printing the final version of the final issue, outgoing Editor-in-Chief Jill Mahler and Justin Bolger make one last revision to her contributions to that weeks paper.  

As work on the final issue winds down on June 5, Jennifer Hartsock celebrates the completion of the final issue by tossing her box of CapriSun across the audience.  This is her definition of an end of the year cathartic release. 

Margaret Bourke-White

Margaret Bourke-White was one of the most influential photographers of the twentieth century.  She was the first female war correspondent as well as the first female allowed to work in combat zones.  She was also the first female female photographer for Life Magazine.

Bourke-White was born in the Bronx, New York on June 14, 1904.  Her father's enthusiasm for photography was her gateway drug into the world of photography.  This led her to get her to graduate from Cornell University  in 1927.  It was here were she worked at the school newspaper honing her skills as a photographer.  It was also in 1927 that she added her mother's surname (Bourke) to her own last name.

In 1928 Bourke-White moved to Cleveland Ohio where she started her own photography studio and did industrial and architectural photography.  The following year she accepted a job as a staff photographer and associate editor for Forbes Magazine.  She would hold onto this position until 1935.  Following her time at Forbes, Bourke-White was hired as a Photojournalist for the at that time new magazine Life.  It was her photograph that was on the cover of the first issue.  She would stay with Life until she retired in 1969.

Source: AllPosters.com

During World War II Bourke-White worked as a combat photographer on the front lines.  She was in the Soviet Union when the Germans broke their pact of non-aggression in 1941.  She was the only foreign photographer in Moscow when German forces attacked.  She was able to capture photos of the conflict while taking refuge in the U.S. Embassy.  Throughout the rest of the war Bourke-White captured photos in North Africa, Italy, and eventually Germany.

Following the war, Bourke-White traveled to India where she became famous for her photos of Gandhi as well as her photos of his entire movement.  She also was one of the last people to see Gandhi alive.  She interviewed as well as photographed him just a few hours before he was assassinated.  

In 1953 Bourke-White began to develop Parkinson's.  This caused career to slow down as she battled the disease.  She would eventually retire in 1969.  She ultimately died in 1971 due to Parkinson's disease.

Sources:
Wikipedia
DigitalJournalist.Org
DistinguishedWomen.com

Sports op

Santiam Christian first grader Brianna Fricke gets read to participate in a 200 meter race at the Elementary Eagle Invitational Track Meet.   

Santiam Christian, Cascade Christian, as well as several other schools made up the Elementary Eagle Invitational Track Meet that took over Linn Benton's track on May 25.  Private Elementary schools from around the area come to compete in various track and field events.

The boys triathlon reaches around the whole track and is now on it's final leg as parents cheer on.  The finish line is a mere 15 feet away from where the runners are currently at. 

Free Shoot

The iconic Weatherford Hall is one of the first things that visitors of Oregon State University will see.

In case you're worried about turning a corner and crashing into someones face, the MU at OSU is thinking one step ahead of you.

Believe it or not, this happens to be the massive chandelier that hangs in the main hall of OSU's Memorial Union.  If you happened to be standing directly under it, you'll get to take part in this interesting ceiling design.  

Revised Neighborhood shoot.

Pharmaceutical science major Jesse Huxman takes a break from classes in the upper levels of OSU's Memorial Union.

On May 18, OSU hosted an engineering expo for the schools engineering program.

Inside the engineering hub, students flood the multiple floors to showoff their different experiments and projects all relating to engineering.