Publisher

Kimmy Fleishman Portfolio

Contents Resume

Letters of Recommendations

Creative Communications Samples

Writing Sample

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Resume

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K IM B ER L Y

F L E IS H M AN

Email: [email protected]

EDUCATION Bachelor of Communication Arts (Advertising) University of Illinois • 3.24 GPA/4.0

2009 Urbana-Champaign, IL

EXPERIENCE Promotions Coordinator September 2008-Present Illini Hockey & WPGU 107.1 Radio Station Champaign, IL Responsibilities include attending weekly meetings, organizing promotional events for the radio station and Illinois Hockey Team, leading interns in the right direction, and engaging the crowd in games during the hockey period intermissions. Advertising Sales & Marketing Intern Summer 2008 Captivate Network – A Gannett Company Chicago, IL Responsibilities included traveling on sales calls to companies like Starcom & DraftFCB, interpreting and gathering market data research, assisting in putting together creative strategies for clients, and presenting a final sales pitch to the company. Promotions Intern May 2007-September 2008 WPGU 107.1 Radio Champaign, IL • Responsibilities included attending weekly meetings, creating and distributing flyers to promote radio station events, working at remotes, interacting with crowds at events, and selling the radio station. SKILLS Graphic Design, Film, and Sound: Premiere, After Effects, Photoshop, Illustrator, Flash;

My website: www.kfleishman.com Language: English, partial Spanish Research: Lexis Nexis, SPSS.

LEADERSHIP & ACTIVITIES American Advertising Federation August 2007-Present Member of the U of I AAF’s social, diversity, and branding committees, attend general meetings, seminars, panels and lectures pertinent to the Advertising industry. I-Help Volunteer Work Helped paint homes in need of refurbishing. Habitat for Humanity Organized fundraising events for Habitat for Humanity, worked at the fundraisers, and aided St. Mary’s Church in their participation of the organization’s work.

October 2007

May 2002-May 2005

St. Mary’s Youth Ministry September 2004-September 2005 Mentored children 6th grade through 8th grade before their confirmation into the Catholic religion at St. Mary’s church in Buffalo Grove, Illinois World of Difference Day - Chicago One of three students chosen to participate in a conference celebrating diversity and training effective ways to bring diversity acceptance to my own high school.

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December 2004

Letters of Recommendations

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To Whom It May Concern: For eight weeks over the Summer of 2008, Kim Fleishman served as the Captivate Network Central Region Intern. In fact, she was the only intern in the company for the sales team. Further, she got the job because she sought it out and we created it for her. And we’re glad we did. Kim dug into the sales process immediately and learned our systems to the extent that she was able to lead a project to understand opportunities in two verticals, subsequently turning the data into real information the three regions across the US could immediately act upon. This is one example of why I would describe Kim as a Proactive, Curious, Smart, Mature team player. She was immediately welcomed in the group and was included on sales calls and even in new candidate interview presentation pitches. Her final project with us was to give the entire sales team in Chicago a Captivate sales pitch. She did very well. I hope to be able to create a position for Kim when she graduates. If for some reason we’re not able to hire Kim, another company will be fortunate to have her on their team. Please feel free to call me if you would like further detail. Regards, Paul Dean Paul Dean | VP Sales, Midwest | Captivate Network 20 S. Clark Street | Suite 1710 | Chicago, IL 60603 T 312.283.4112 | C 312.925.2232 | F 312.283.4191 www.captivate.com | A Gannett Company

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Date: September 29th, 2008

To: Whom It May Concern From: Craig Stelmachowski, Director of Business Development from ’99 to Present, Captivate Network

Re: Letter of Recommendation for Kimmy Fleishman Kimmy worked at Captivate Network, a new media advertising company, as intern over this past summer and I can honestly say she exceeded my expectations on all levels. First, Kimmy has a tenacious appetite for learning. She asks well thought-out questions and she vigorously seeks out information. This was just one reason I felt comfortable exposing Kimmy to some very high-level client and agency meetings. She joined me on the calls, listened and contributed when appropriate. She also brainstormed with me after the call on appropriate followup ideas. Second, when you ask Kimmy to do a task, she figures it out. The fact that not every detail has to be spelled out and that she can figure things out on the fly is truly a major asset. Additionally, no task is too great or too small for Kimmy; she will go at it with the same positive attitude regardless. I am a firm believer that the nuts and bolts of sales can be taught, but what you can not teach is your willingness to learn and your desire to succeed. During her internship, Kimmy demonstrated to me that she clearly has the willingness to learn and the desire to succeed. She will be a positive asset to any organization, and I was happy to have her on my team.

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Creative Communication Samples

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Writing Sample

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Rhetorical Figuration in Advertising It is interesting how a play on words can change how a person interprets a sentence. It is common in advertising to deviate from literal language to put a point across to their target audience. In McQuarrie and Mick’s article “Rhetoric in Advertising Language”, they talk about the two figurative modes, scheme and trope. Schemes are figures of speech that deal with word order, sounds, letters, and other letter and word-oriented sentences and phrases. Tropes deal with the meanings behind the words. There are two different kinds of schemes, repetition and reversal. Repetition deal with the sounds of words and reversal deals with word order. The two different kinds of tropes are substitution and destabilization. Substitution claims extremity in a product, while destabilization plays on similarities. To begin, I found four articles that play on schemes in advertising. The first article is categorized under repetition. I found this article to play on parison. Parison, according to McQuarrie and Mick is based off of phrase structure, and is a “marked parallelism between successive phrases”. The ad I found is for Hospes, which is a chain of hotels. The article says, “You may say I’m a dreamer… but I won’t settle for the simple pleasures. I seek a place in which to feel alive. I won’t settle for the look, I seek the pulse. You may say I’m a dreamer, but I have found that place.” The phrase “you may say I’m a dreamer” is a parison in this article. It is repeated more than once in this articles copy. The advertisement also shows a women sleeping in what looks like a luxurious bed, and has butterflies surrounding her. This advertisement attempts to make these hotels look like they are wonderful, luxurious places to sleep. The fact that the ad plays on the dream-factor is adding to the target audiences main purpose for choosing their hotel: for a good night’s sleep. The next advertisement that stood out in my mind as repetition was an ad for Vividus beds. The advertisement is solely text, with no graphics. I feel like this ad is playing on the anaphora play on words. To be considered anaphora, an advertisement must have a repetition of words at the beginning of phrases. In this advertisement, the words repeated at the beginning of five sentences is “If they only knew”. This is emphasizing that there is more to this bed than people are allowing themselves to realize. “If they only knew” is being pounded into the reader’s mind because it is giving away ‘secrets’, per say, about the bed, that only the advertisement reader now knows. This repetitiveness of words is not only getting the advertiser’s point across, but is also pounding these statements in the target customer’s head.

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I found the next set of scheme ad-hunting very difficult. This was finding advertisements for the reversal aspect of scheme. There are only two types of reversal scheme. The first is called antimetabole, which is the repetition of a pair of words in a phrase in reverse order. I found an ad that fit this well. The advertisement is for an airline called Virgin Atlantic. It is a two-paged advertisement, the left side being solely an image, and the right side of the ad has print. The print says, “Our Premium Economy cabin. Looks more premium than economy. Cost more economy than premium.” This advertisement switches around the words premium and economy to create two separate sentences with two completely different meanings. This is telling the readers of the ad that the seats on this plane in economy look as if they are higher cost, but the cost is as cheap as most airline’s economy seats. While this play on words can be confusing at first, if read and interpreted correctly, it makes complete sense and definitely makes one want to look into Virgin Atlantic airlines. The second form of reversal in advertising would be antithesis. This is the most confusing advertising strategy in my opinion. McQuarrie and Mick describe it as the incorporation of binary opposites in a phrase. For example, “We got hot prices on cool stuff”. This is the example they used in their graph in the article. I looked through several magazines and found no luck in finding an example of antithesis in print, but I looked online and I went to target.com. At this website, I found that Target’s slogan is a play on antithesis. “Expect more, pay less”, is their slogan. This is a form of antithesis because the words “more” and “less” are binaries, and they are both used in this slogan to contrast each other. The use of antithesis in advertisements forces customers to look at product’s on two completely different levels. The use of binaries shows that something that could have a negative connotation could have a positive one in essence. When looking for advertisements that used tropes within them, I had a much easier time. It seemed like most ads used metaphors or rhetorical questions to gain the attention of their prospective customers. When looking for two ads on substitution, I found a great rhetorical question ad. This advertisement is for a website www.gumsmart.co.uk, and it has a picture of a woman putting mascara on with blood dripping from her eye. This is quite an eerie image, and therefore, the image alone catches attention. The rhetorical question is, “Would you ignore this?” Obviously not. So you’d read on – “if you bled from any other part of your body you would do something about it. Yet you suffer from traces of blood when you brush your teeth, risking gum disease and eventual tooth loss. Don’t turn a blind eye to bleeding gums. Contact your dentist immediately.” This rhetorical question allows for an answer to the somewhat ridiculous question. It forces people to step back and take a look 17

at how they treat their dental hygiene, and if they have a problem, they have immediate help on the ad to assure treatment and advice. This advertisement is genius, and it plays with the rhetorical question in a way where everyone will read on, even if it’s just to find out what the advertisement is for. Another use of substitution is the ellipses. This is the common “…” used to create a gap that must be completed. The advertisement I found for the ellipses example is for The Hospital Group. This ad says in big print on the top “Whatever you want to change…”, and then near a picture of a woman measuring her breasts, “…contact The Hospital Group”. This form of advertising is a way to complete a sentence and provide a solution to whoever is looking at the ad as far as changing whatever they want. It forces the reader to read on, similar to the rhetorical question. The picture of the woman measuring her bust is a clear sign of what The Hospital Group’s specialty is, plastic surgery, but it doesn’t state that they are plastic surgery. Some things are better left unsaid, and with an advertisement like this one, it is easy to interpret what the ad is about and who it is targeted to. The final form of trope is destabilization. This is comparing two objects or situations to each other, even if they are not the same. The first advertisement I found is for DKNY. It is for a fragrance called “Be Delicious”. The ad is of a picture of a man and a woman, the woman eating an apple. The only print on the ad that is bolder than DKNY is “Be Delicious”. This is a visual metaphor. The apple looks very good, the bottle is in the shape of an apple, and the bottles are laying in a pile of apples at the bottom of the ad. The ad is a metaphor because it is comparing the scent a woman would get from the fragrance to the taste of “delicious” apple. It is possible to link taste and smell together, and it this advertisement does so very well. The final advertisement that I found is a humorous one. It is an ad for Imodium PLUS. Imodium is a medicine that stops you from excessive bawl movement issues. The advertisement is a picture of a pair of heels with a broken heel. This is the only picture on the ad. The print on the bottom of the ad is where the last rhetorical trope lies. “At least there’s one thing you can be ready for. Imagine. You’re out, feeling great in your brandnew shoes. But then you break a heel. How frustrating. Sometimes life can be unpredictable, much like diarrhea. So, at the first sign of tummy trouble, take Imodium Plus Caplets…” I considered this advertisement to be a pun. A pun, according to the article, is a substitution based on accidental similarity. The people who made this advertisement took two events, and placed them together in an ad. At first I thought this ad was for shoes, but the ad is actually for a medicine that stops diarrhea. It was a very humorous advertisement, and it linked two different 18

events together with a play on words and imaging in a humorous way. It is clear that there are several ways to get the attention of prospective customers. In looking through the magazines, there were several different techniques used to grab attention. Pictures seemed to be very important in the way my attention was grabbed, but it was also very interesting to read further and see what kinds of words and rhetorical operations were used within ads. Schemes and tropes are very different, and it was interesting to see how different they are used within advertisements. Tropes seemed to be used more in advertisements that I looked through, and I believe it is solely because people don’t stop to read text in ads. That’s why it is important to have words that grab attention, to make one want to read on. I really enjoyed analyzing different advertisements, and it was intriguing to see how different companies were successful and others were not in getting their point across.

**Advertisements are labeled and attached.

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