I thought it would be a good idea to look back in time at Christmas Advertisements that were bad before and around the time that I was born! Christmas commercials today are all in high definition and try to tell a very complicated story in a very short period of time that is easier to understand. As I watched these commercials, they felt more genuine and closer to home. I love seeing some ideas in these 80s and early 90s commercials that are still being used today, such as the Cookie Crisp ad. The commercial is very similar to the advertisements that Cookie Crisp are releasing today as well as the ads that I watched in my younger years while being tuned in to Nickelodeon. I feel as though the majority of these commercials were aiming at the sentimental and the perfect home idea such as Folgers and Coca-Cola. It was a different time back then, so these advertisements probably seemed normal or nothing extraordinary to the people in that time, but now that I am looking at them about 25 years later it makes them seem very goofy and awkward.
The holiday season seems to go by in slow motion; snow lazily plummets
to the earth, lights twinkle softly in the evening, and the aroma of
holiday treats languidly drift along the chilly breezes. It's a great
feeling to kick back and relax during the holidays,
but more preparation goes into the cozy season than people tend to
realize. Advertising companies work very hard to make the perfect
Christmas commercial; the sought after commercial that will make you
jump out of your seat to buy that last minute Christmas
gift. The sales and advertising companies behind Christmas commercials
are part of an ever evolving industry; gift ideas change year to year,
and it is advertising companies responsibility to keep up with the
changes. This years Christmas commercials were
interesting to watch because they utilized very separate advertising
strategies.
Coca Cola is a classic company that is very recognizable. One of their
commercials this year was a bit of a collaboration of ideas; they
incorporated an old school string puppet Santa with modern day
background music. They tried to give a classic Christmas
feel a modern twist, and I'm not sure that I liked the result. The
giant puppet Santa was a neat idea, it reminded me a lot of the 1950's
Rudolph the Reindeer movies from ABC Family's 25 Days of Christmas. I
did not like, however, how the giant Santa trodded
around passing out tiny cokes. The vintage looking puppet, who is a
giant, didn't mesh well with the modern day city surroundings; which
resulted in a creepy commercial. Compared to their classic polar bear
commercials, I think Coca Cola's new puppet commercial
wasn't up to far with the normal standards. Their combination of old
& new wasn't executed very well.
L.L. Bean had a commercial this year that was very refreshing to see.
The "waiting up for Santa" theme that they chose was very cute, and the
product they advertised was oddly appropriate. Headlamps aren't much of a
hot commodity these days, but the children
wearing the headlamps to spot Santa in the chimney was a fun idea! It
is a mild commercial that had a low key advertisement, they didn't push
their products too hard. L.L. Bean has a very classy was of making their
reliable items demonstrate their usefulness
and look very appealing. Their advertisement was relateble, therefore
it was effective.
My favorite commercial of 2012 is in fact a commercial that is not just
from this year. Every year, Hershey's Kisses have the same Christmas
bell commercial. People love it because it marks the beginning of the
holiday season every year. This is a risk on Hershey's
part, as many advertisements are innovative, flashy, and new. New
commercials can be eye catching and sell a lot of products. By using the
same commercial every year, Hershey's risks being out done by
competition. That being said, I feel that they are respected
for going with a tradition. By sticking with the old, Hershey's has a
widely recognizable commercial that people look forward to seeing.
As everyone knows it’s
December. With December here it brings the joyful holidays. With this a
lot of companies start to advertise their great deals that they will
have. As I was watching TV the other day, I noticed
how Walmart started to show off their cheap deals. We all know that
Walmart is known for their cheap deals. They know a lot of people are
struggling in this economy right now. They show off their big TV’s that
can sell for a cheap price. One way they do this
is by saying they will beat other companies deals. I saw one commercial
that Walmart created a challenge. The challenge was that you could get
cheaper deals at Walmart. The person went to one store and bought
certain items. After they did this they went to
Walmart and did the same thing. At Walmart they got the same things for
cheaper. Walmart is really good at targeting certain audiences.
One audience that Walmart
tries to get is men. Who wouldn’t want to watch your favorite football
team on a big HD TV? I definitely would. Walmart is really good at
showing off these big TVs. With this they are targeting
men by talking about sports with the big TVs. In one of the commercials
it shows a big man trying to buy a TV. The man says the family loves to
watch the TV during the holiday seasons. He then says that it has to be
big so everyone can see it. The man that’s
working at Walmart then points out a TV that would be big enough, and
in a price range that is affordable. Walmart targets these men that can
afford this for a great price. They make you want to buy a big TV that
the whole family can enjoy. The ad seems to
be very effective for this. I think a lot of men will go and buy a big
cheap TV. They will want to enjoy some great football and basketball
games on it.
Another target that they
want to hit are women. In one of the commercials they show a women that
just got back from shopping from Walmart. The women had gotten
groceries. After she puts down the groceries, she starts
to dance. The camera later reveals that her husband and child are
watching her. The kid then says “mom must have gone to Walmart.” This
shows that the woman was very happy with her purchases at Walmart. It
doesn’t clearly show if she got the items for cheap
or not, however it does show that she was happy. I think a lot of women
that go shopping for groceries want the cheapest, and good quality
groceries they can find. In the ad you can clearly see that the women is
happy with her purchases there. I find that
the ad was pretty good. It doesn’t clearly show why she is happy, but I
think we can assume it has to do with the price. She bought a lot of
items, so I would assume the prices were pretty cheap.
I’ve seen so many Walmart
commercials that show families getting cellphones together. Walmart
claims that you can get cheaper phones there. There is a commercial of a
husband and wife buying cell phones for their
family. They are so happy by getting the phones for cheap and they are
nice phones! They also get a deal that they 100 dollars for every phone
they buy. The phones that they buy now can help keep the family
connected. The commercial is pretty effective for
many reasons. First off you are getting a hundred dollars every time
you buy a cell phone. That will help out a lot for buying more items.
The other reason is they include your family being connected. You want
your family to be as connected as much as possible.
By buying these phones you get them for cheap and your family stays
connected.
Overall Walmart does a
good job with their commercial ads. They can target certain types of
people for their products. They show they can sell products for cheap
and they can still be good products. Everyone wants
his or her products to be cheap but still good. This is what Walmart
tries to do with their products. Their ads definitely play a big part
during the holiday season!
The following are Christmas commercials that stood out the most to me because of their uniqueness. Some of them are from other countries while others are a lot closer to home:
This commercial aired in Ireland this year and is a day in the life of the host of the family Christmas or holiday get together! I think they did a fantastic job of showing how much work and preparation that goes into a family Christmas meal. I watched a couple Irish Christmas commercials and two things are very prominent in all of them: a very large Christmas chicken/turkey and party hats made into a crown-type shape out of what looks like construction paper.
I believe this advertisement is very relate-able for mothers and grandmothers who prepare a huge dinner and all of the decorations and arrangements that goes into the family Christmas gathering. It is a lot of fuss and effort, but once the day finally comes, all of the hassle and work is worth it because of the love of your family and the magical day that is Christmas. I believe that Morrison's did a great job of capturing the tough and demanding parts of the holiday season as well as the joys and celebration of the day itself.
Finally, the Coca-Cola annual Christmas commercials are here, and they are as full of festivity and happiness as always expected. Coca-Cola wanted to bring back that high budget Christmas advertising fund that they have every year, and they did that by creating a commercial that is meant to bring everyone to believe that Santa is real and he's coming to "any city in the world" on December 25th. Santa sends a very large puppet of himself that requires many people to operate, and the believers march the puppet around town in an attempt to make people believe that Santa is on his way. They involve people of all races, ages, shapes and sizes trying to target everyone in the world with this commercial.
Coca-Cola did a great job with this advertisement because, yes, their brand name was noticeable the whole time, but it was not overboard and in the viewer's face, so I believe that helped the effectiveness of the advertisement. The only time of the year that I drink Coca-Cola's products is Christmas time, and I strongly believe that the holiday commercials and cans make it somewhat of a past time for Americans. Their commercials have become so memorable and are looked forward to every year. Although this is not the infamous polar pear ads that they do, this one will be remembered for the its cool puppetry and the ideas of family and believing in Santa are all present and heart-warming.
John Lewis is and Irish company that has created a fantastic commercial that I have officially deemed my favorite of all time. The creativity and film-like qualities in this commercial all add up to a great story with a heart warming plot. The cinematography in this commercial are remarkable and the idea is even better. I love the fact that the snowman is shown standing still while the environment of his journey moves all around him while the only thing that the viewer see's that moves on the snowman is his facial expressions and arms. Although the viewer does not specifically see the snowman moving, the angle and bottom of the snowman were shaped, so that the snowman looks like he is on the move. I had never heard the background song, but the epicness and drama of the song fit perfectly with what is going on in the story.
The children at the beginning built the snowmen, which already makes people feel like they are special. When the little girl looks out the window the next morning and the snowman is gone without his snowoman, it makes the girl sad and confused. The whole idea of doing anything for the person you love is wonderful and displayed in a different and creative way. I love the uniqueness as well as the fact that it is different from many other Christmas commercials that have become repetitive, boring and annoying. When the commercial started, I wanted to know what was happening. I started asking myself questions like "Why is the snowman missing?" and "Where is he going?" This is a great way to market your store by giving people something that they will remember when they see your store logo. It was brilliant that they didn't show any affiliation of what company it was until the end where you feel satisfied, and the good feelings that came with seeing the snow-people in love were had while their name comes up on the screen.
In the following paragraphs I will be reviewing as well as critiquing the advertisements/commercials that Target has made for this holiday season:
Target's first Christmas television advertisement was released October 11, 2012. They decided to go all in and as soon as they could by releasing this commercial as early as what many would consider the beginning of October and early even for the likes of Halloween commercials, which was a mere few weeks ahead.
Target Audience: Everyone. I didn't see anything in the commercial that would point me to believe that a certain demographic was in aim with this ad, but some could argue that pet or dog lovers were in sight.
Main Objective:Target came out with this ad very early pushing the idea that holiday shopping at their store was going to be "big", which is why there is a giant dog who has a bag full of giant presents. They wanted to get everyone in the mindset of shopping for their loved ones for the holiday season, and by being early they were hoping to be the first department store to advertise for Christmas, so that Target would be the first thing the consumer thinks of when they think of Christmas shopping.
Effectiveness:I believe this advertisement was released much too early to the point where the customer would become annoyed. Much like political ads, Christmas advertisements can become very annoying and repetitive. I understand that Target wanted to be the first of their kind to be on television promoting Christmas shopping, and their efforts to be first were successful, but I believe their success with being first also had a slightly higher downside. (A good article about this subject)
One thing is for sure: Target officially started the panicked state that comes every Christmas season a little early for my grandmother this year.
Target has become well known for their over-enthusiastic Christmas people in their holiday commercials over the year. This is one of their Black Friday advertisements that came near Thanksgiving, but how well did it work?
Target Audience: Young Adults, Teenagers, Parents and Grandparents. Target focused on all of the people who go nuts on Black Friday, which I can say that I am guilty as charged. A lot of teenagers and young adults make and event out of Black Friday that involves socializing as well as shopping. It was also aimed towards adults and parents who need to buy gifts for their friends and family. The young adult girl who is circling everything and going crazy about
all the "fantastic" deals appeals to young women as well as young men.
Main Objective: The main idea of this commercial is stated many, many times: they want everyone to come to Target and buy things for all the people you know and love as well as treating yourself to a self given gift... or 5. The idea that you can buy someone in your family a present that can also benefit yourself such as a TV or and Xbox all while getting a great price. The point is that you can buy all your gifts for your friends and family as well as yourself. Target wanted to push this idea so that people would feel okay to buy something that they wanted for themselves and not feel bad about it.
Effectiveness: I believe that the Christmas-crazy duet is much too over the top in this commercial. I do not disagree with buying yourself something on Black Friday, but the commercial comes off as corny and over-the-top. I actually saw this commercial on Thanksgiving, and I was in no way encouraged to go to Target to shop, but I had plans to go Black Friday shopping that night, so I can vouch for the fact that my demographic was not successfully effected by this ad. I think this commercial was successful, however, with the obsessive compulsive Christmas buying crazy machines that go nuts when the holiday shopping time comes around every year.
Target switches it up on this advertisement and focuses on the idea of buying all of your Christmas party needs at their stores steering away from solely shopping for Christmas gifts.
Target Audience: Mothers, Women and Home-owners. This ad focuses on reeling in business from people who are having Christmas parties this holiday season. The main character in focus is a good-looking young woman who mothers of all ages can associate with because they have all been that age or currently are of that age.
Main Objective: The goal of this commercial was to make the host of a Christmas party think that if they go to Target and purchase all of their party needs that their party would be successful and everyone would love it. All the women in this ad are of various ages (and are of course attractive and appear wealthy) and look as if they are having the time of their lives at this woman's Christmas party. Target can make your Christmas party magical and everyone will love it, well that's what they want you to believe!
Effectiveness: I think that everyone who sees this advertisement knows better than to think that their Christmas party will be completely perfect and that everyone will have the time of their lives just because they bought their party supplies at Target. I think it is a very good way to get people in the Christmas spirit, but it is also very unrealistic rendition of a common person's Christmas party.
It looks like Santa isn't the only one who has little helpers when Christmas time comes rolling around into this family's home. They get a little surprise from the nutcrackers that they bought at Target.
Target Audience: Children, parents and grandparents. Almost everyone loves kids, and this is a perfect example of using children in advertising to target parents and well as grandparents who frantically try to get their children the toy they desired.
Main Objective: Children are a great way to tug at the heart strings of people, but especially that of parents and grandparents who buy presents for the children in their families. I think that was what Target was going for with this advertisement, and I believe they did a good job. This commercial brings together the spirit of children's happiness, Christmas decorations and all leads to the point that Target has all of your holiday need.
Effectiveness: I think that this commercial is a classic Christmas commercial that would be heartwarming especially if the target logo wasn't so prominent. It is good because it doesn't seem like a commercial, but more like a short story revolved around the common young family household. This is a very sentimental and close to home feeling commercial.
A commercial with a comedic side of parents trying to get their kids the perfect gift and the joy that comes with success.
Target Audience: Parents, but specifically fathers. Targeting the dad (or mom/grandparent) who wants to get their child the perfect Christmas gift.
Main Objective:The main objective is to appeal to all of the parents and grandparents who buy the gifts for their children/grandchildren and hope that it is the perfect gift. When it is the perfect gift, the kids freak out and it gives the parent and unexplainable feeling that they had been hoping for when they bought the gift. Target is also trying very hard to push their customers to use their Target branded credit card offering 5% back and free shipping online. They try to push it in all of their holiday commercials, but this is one where it stood out the most.
Effectiveness: I believe this commercial does a fantastic job of bring a comedic side to buying Christmas gifts all while they associate the happiness of their children because the dad uses a Target REDCard. I think that this connection is a little far fetched, but it is so entertaining that it does not stick out to someone who is not analyzing the commercial. The hugging and the over-the-topness works very well for this commercial, and is definitely a good laugh.
How much do political ads really matter? This year
campaigns will spend a good $3 billion on broadcast television ads. Yes,
that is 3 billion dollars. A positive light shed on negative ads is
that when the ad is negative, people
tend to pay more attention to it. There was a study in 2005 in the
American Journal of Political Science where colleagues found that
campaign ads that make people feel fear caused people to go out and get
more information and research politics.
Ads that had upbeat music or happy
children that generated good feelings of enthusiasm reduced viewer’s
interest and they didn’t go out to research the different candidates of
elections. It seems to go that when a candidate
is ahead in the election, they would use positive ads and save the
negative ads for when they’re behind.
Campaigners need to shake things up and
make people anxious about different candidates when they’re behind.
Sometimes they would be wary about using negative ads because of a
backlash, however campaign workers see signs that
negative ads can break through party affiliations and can also sway
independent voters.
There were many people who kept commenting on the
body language in the first debate. Many were claiming Obama wasn’t
giving Romney the attention or respect he deserved and he kept looking
down at his notes. Some people argued
that he was directing his attention at the audience and ‘America’.
After so many comments from the nation about body language, I took a
moment and decided to pay closer attention to president Barack Obama and
Mitt Romney.
Firstly, body language is a non-verbal
communication we make both consciously and unconsciously. Body language
is important (especially in an election during debates) because it’s how
we judge one another. Some studies suggest
over 50% of our judgments are visual.
The third debate was a close tie on who
had the better body language. Both candidates were behind a desk, which
gave the audience more of a clear vision of their facial expressions.
Personally on this debate I think Obama looked
more comfortable and sure of himself. His smile looks genuine, which is
a big likeability quality. Romney also did well, definitely more
centered (not much swaying). However, Romney looked more stressed. He
stammered more than Obama did and didn’t seem to
have that confidence he did on other debates. All-in-all both
candidates did well in presenting themselves.
The other day I was watching TV and then it went to
commercials. The following commercials that I saw were completely ads
for campaigns. It was unbelievable! The first two were about Obama. Then
there was a short ad for the
governors, which I do not remember who they are. The final two that
came on were Mitt Romney. There were no other commercials that went on.
To me it was kind of funny. At this point it’s just annoying how many
ads they are putting up on TV. However, I can
see how it could change some people’s minds.
The content of these commercials were a
little bit different. The first one that Obama had go out was putting
Mitt Romney down. It showed how his economic plan will not work. The
second one that showed was showing how he has
helped so much. The second commercial was trying to make him look as
good as possible. Mitt Romney’s first ad was quite similar because he put down
Obama for not getting us out of this economic situation. The second ad
showed how he would fix the economy if he was
voted president. Both the ads were set up to tear down their opponent,
and then make themselves look great. I thought the tactics they used
were actually pretty affective.
So you’re probably wondering why Ohio
has all these ads. Ohio plays a huge roll in the election. It is
probably the biggest swing state. That would be a great reason for all
of these ads. To me it gets kind of annoying but it
has to be done. Obama has spent 852.9 million on advertising. Romney
has spent 752.3 million. Obama seems like he will have more TV
commercials going out as we get closer to Election Day.
However you look at it Ohio is a big
state for Election Day. As long as this state stays a swing state there
will always be a lot of ads. We will definitely have to get used to all
of them!
During the Presidential debates, it is hard to imagine the pressure that the two candidates for the presidency feel, but sometimes the pressure may affect their facts or what they say. They said that Obama's plan was to be on attack, which he was while Romney was trying to make sure everyone knew that he was not a huge advocate of war. Mitt Romney's laid back approach was probably due to the fact of the momentum and increasing support of his campaign over the past couple weeks.
President Obama was said to have won the debate by a large majority, but polls have shown that Mitt Romney's first huge victory in the first presidential debate made him the overall winner of the three. Many facts and accusations were thrown out during the debate, and I think that the article and video (that are linked below) really help to decide what was fact and what was the truth.
FACT: In the ABC News video, it shows that Romney did say that Detroit needed to go through a managed bankruptcy stating, "The federal government should provide guarantees for post-bankruptcy financing and assure car buyers that their warranties are not at risk." President Obama insisted that Romney was not telling the truth about this, but he was incorrect.
FACT: Governor Romney also stated that, "I'm saying in terms of a geopolitical opponent, the nation that lines up with the world's worst actors. Of course, the greatest threat that the world faces is a nuclear Iran." The Governor was talking about Russia being the biggest geopolitical foe and competition in the UN rather than in nuclear or warfare of any kind.
FACT: Massachusetts led in areas of Math and English scores of the National Assessment of Educational Progress while Romney was governor, and the results continued to increase over the course of his tenure.
FACT: When President Obama said that happened 10 years earlier, he was referring to the 1993 state law that led to the creation of the Massachusetts Comprehensive Assessment System. The law influenced the increase of money being invested into education and resulted in improved test scores over time. Obama was correct about the law being passed before Romney was elected as Governor, but the test scores are results from that plan and prospered through Romney's cuts of that program.
FICTION: Mitt Romney stated that President Obama was silent during the students protests, but that is not correct. The President spoke twice saying that he was "deeply troubled" by what he was seeing on 6/15/09 and was quoted eleven days later saying, "Despite the (Iranian) government's efforts to keep the world from bearing witness to that violence, we see it and we condemn it." He was later quoted in December that saying that The United States was joining with the international community to condemn the violence and suppression of the innocent." Governor Romney was wrong about the President being silent.
MOSTLY FICTION: President Obama stated that Governor Romney agreed with his plan of sending troops into Libya and that Romney wanted to take the troops out before Qaddafi was taken out of power or defeated. Romney previously stated that he support President Obama's "specific, limited mission", which he said the President had defined "as humanitarian: We would enforce a no-fly zone to prevent Libyan forces from bombing civilians. I support that." Romney also stated that "to succeed, Qaddafi must go and go for good", and attacked the President, saying, "it is apparent that our military is engaged in much more than enforcing a no-fly zone." President Obama was not correct when criticizing what Romney said previously on Lybia and Qaddafi.
MOSTLY FICTION: In President Obama's first trips after being elected, he did in various speeches and interviews acknowledge mistakes made by the United States. An example is found when he was in Cairo, "Nine-eleven was an enormous trauma to our country. The fear and anger that it provided was understandable, but in some cases, it led us to act contrary to our traditions and our ideals. We are taking concrete actions to change course." Many are saying that this is far from an apology tour. President Obama never technically apologized for the actions of the United States.
MOSTLY FICTION: President Obama stated the Governor Romney, a few weeks ago, said that he thought there needed to be more troops in Iraq right now. Mitt Romney has never said such a comment, but did state back in March that we should have negotiated an agreement with the Iraqis that would have allowed a follow-on force of about 20,000 troops after the withdrawal of combat forces. The President's Administration actually attempted to negotiate such an agreement but the talks failed.
An ABC News video that reviews the fact and fiction of the debate.
An article doing a fact check of the Third Presidential Debate.
As a presidential candidate, stakes are pretty high; to win
people over with your words and ideas, is to receive a vote that you
didn’t have before. I understand how the candidates feel that
exaggerations or ideals can
win extra voters, but the fact that they have been utilizing ‘loose
truths’ has caused me to lose respect for each of them.
The Daily Beast was able to specifically address Romney’s consistent claim of Obama going on an “apology tour”.
If you’re going to make a solid claim, and address it in each
debate, I really hope to God that it is a factual statement.
Unfortunately for Romney, “Fact-checkers at Politifact, the Washington
Post, and FactCheck.org have gone over those speeches Romney
refers to and have concluded, time and again, that President Obama made
no apologies for the United States.” The article goes on to explain
that Obama has acknowledged that our country has made mistakes in the
past, but “not once did he apologize”.
Obtaining the role of the American President requires a sense
of maturity that, quite honestly, I’m not sure that Mitt Romney has.
When Barack Obama acknowledged the past mistakes the US made, it was his
way of showing
the world that he is aware, and that he intends to make the future
better than the past. This was a risky move, but for Mitt Romney to call
it an “apology tour”, shows disrespect and lack of understanding.
My point here is not to favor one candidate over the other. I
chose this article merely because it highlighted the subject that caught
my attention; Mitt Romney pounded the "apology tour" and he was
inconsistent with his
reasoning. This landed him no where in my book, demonstrating that
clinging to a 'loose truth' leaves you with egg on your face at the end
of the day; lying to the general public in a leadership position gets
you no where.
Over the course of the presidential debate, I have noticed people being incredibly rude about their political beliefs. I believe that everyone is entitled to their own opinions, but I do not agree with verbally abusing someone's beliefs whether on Twitter or to their face. In the video above, Anna mentions that there are places and times to talk about it and not to talk about it. If two people are having a peaceful and calm discussion (rather than argument) where they state their beliefs and are willing to listen to the other person, that is a fantastic thing. Many people feel as if they have to defend their beliefs and hate the other side/beliefs. I believe that the hatred of the other side completely unnecessary, and that a person should respect other people as well as their opinions.
We are an opinionated people and are entitled to speak upon our opinions, but with the mask/shield of social media in the common era, people feel much more comfortable sending out that tweet about how "Mitt Romney is a rich white sleaze bag" or "Barack Obama is ignorant and isn't a citizen of the United States." A great rule of thumb is not to use "name-calling" while speaking your opinion. Respect others whether they are in agreement with your beliefs or not.
Always use the complete truth or facts when you are discussing politics because it is very hard to respond to someone when they are saying something that isn't true. It will be very beneficial to both sides of the discussion if you will refrain from insulting the person themselves or their lifestyle. If you get sucked into an argument or a discussion turns into a heated and/or disrespectful argument, the best exit strategy is to say nothing at all or refrain from saying something rude or disrespectful. It can be extremely difficult to hold your tongue, but it is very necessary. There is no reason why friends, family or acquaintances should hate/dislike one another because of a heated argument about politics.
Politics does bring out very strong and/or passionate feelings because it greatly involves the person's life in many ways such as the following: money, religion, family or their futures. That being said, many people feel as though they need to defend their beliefs with a dagger in hand or the inner monster is unleashed. It does take a lot of effort to respect people's opinions, but always resort to etiquette including respect, consideration and honesty.
