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RECYCLE
UO ad team gets national attention
■ The team wins a regional
competition and will go on
to nationals in Las Vegas
By Lisa Toth
Oregon Daily Emerald
The University advertising
team is headed for Caesar’s Palace.
The team placed first in the
American Advertising Federation
National Student Advertising
Competition held April 14-16 at
the Hilton hotel in downtown
Portland. The win sends the team
to the national competition in Las
Vegas on June 20.
The panel of five judges weren’t
the only people impressed with
the team’s ad campaign. The 14
member team, composed of stu
dents from the advanced advertis
ing campaign class, spent six
months researching their cam
paign for The New York Times.
The team, named “upstream,”
competed against eight schools
from the area, including Washing
ton State and Portland State Uni
versity.
Each team had to create a fic
tional ad campaign for the Times
based on real information about
the people who read the paper.
The Times instructed the teams to
target 18- to 24-year-olds who nor
mally wouldn’t read the paper.
To prepare, the University’s
team surveyed real people in the
target market to see how they
think and use the newspaper.
“This is the best way for an ad
major to understand what it is like
to put together a real campaign,”
senior journalism major Whitney
Williamson said.
By the April 4 deadline, the
team had produced a final cam
paign and slogan: “The New York
Times provides the reader with in
tellectual ammunition.”
The campaign worked so well
that Guy Tasaka, regional manager
for the Times will come talk with
the team Thursday. If the meeting
goes well, the ad campaign could
be implemented in Eugene papers
as a test market, and from there to
other papers and cities.
Williamson said experience on
the ad team will help her get a job
out of college where she will be
taken seriously. She added that
the support and suggestions from
advertising advisers, faculty and
ASUO members helped them pol
ish their presentation.
Visiting Associate Professor
David Koranda from the School of
Journalism and Communication
advised the team as the campaign
was compiled and prepared for
competition.
N,elson said Koranda helped the
team figure out how to make deci
sions on their own.
"He was a leader in terms of
morals and counseling,”
Williamson said.
Koranda said it was his respon
sibility to help the team learn how
to ask themselves what they need
ed to do to create a successful
campaign.
“It has been great for me to
work with these clowns,” Koran
da said in a joking manner.
Ben Martin, a senior electronic
media journalism major, also
helped behind the scenes.
“He was an integral part of the
success of the creative part of the
campaign,” Williamson said.
The ad team members said they
are hoping to bring home the tro
phy and beat last year’s winner,
UCLA, at the national level.
Piano
continued from page 1
the French horn, Maggi started
playing the piano under his father’s
influence 13 years ago. Maggi said
he does not bring music to practice
from, he just plays from memory.
Making music “is an extension
of the body,” Maggi said. “You
need skills in art and dance, but
with music you don’t necessarily
need training — anyone can sing
‘la, la, la.’”
He practices the piano 15 to 20
minutes a day, which he does not
consider “hard core.” However,
he devotes more than two hours
daily to the French horn.
“It would be the coolest to win
an Oscar for Best Original Score,
but in reality, I will probably be
come a high school band director
in a large suburban area,” he said.
Maggi composes his own pieces
with improvisational skills and ex
perience. His ideas are spurred
from arrangements he enjoys, such
as the “Feather Theme” for “Forrest
Gump.” He also relies on music as a
motivation while studying.
“Music keeps my mind going,”
Maggi said.
Music education major and
freshman Jennifer Gilding said
she enjoys Maggi’s music.
“He can play the piano, and I
can’t, [but] I know what kind of
talent it takes,” Gilding said.
While the pianists get their
kicks, students milling in the
lounge also benefit from the tunes.
“This [EMU lounge] is a good
place to study,” junior history ma
jor Larry Platzke said, as he lis
tened a recent musical offering.
“The people who play here are
not typical. I’m from Alaska, so I
listen to a wide array of people,
and sometimes I’ll hear something
really amazing.”
Music business major Jose
Amado Correa is an exchange stu
dent who came to the University
from Mexico. On his breaks from
working in the kitchen at Carson
dining hall, Amado spent time en
tertaining the people who came to
eat meals. Eventually, he was
hired to play the piano in Carson
dining hall Monday through Fri
day at dinner time.
“I really need the money, and it’s
great that they can pay me for doing
this,” he said. “It’s much better than
dicing tomatoes in the basement.”
Amado has been playing the pi
ano and studying vocal singing for
five years. He was 18 when he
touched the piano for the first
time. Because he started at such a
late age, Amado compensated by
taking piano lessons and practic
ing frequently.
“I wish I had started studying
music when I was 6 years old,” he
said. “Music is like a language, the
younger you study it, the easier it
is. It was not until three years ago
that I really decided to learn Eng
lish and come to America.”
Amado said he wants to gradu
ate and then work for a record or
opera company. He said he thinks
he will have more success as a
singer than as a pianist.
“The piano, for me, is mostly
for fun, as a complement for my
studies,” Amado said.
Amado said the rewards of the
job are what keep him playing,
and he occasionally receives tips
and compliments from listeners.
He said he constantly keeps his
listeners in mind while playing.
“It makes me nervous, and I
make mistakes sometimes,” he
said. “But I will get use to it. This
was my first week.”
009037
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Call Committed Partners for
Youth 344-0833 or e-mail
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PO. Box 3159, Eugene OR 97403
The Oregon Daily Emerald is published daily Mon
day through Friday during the school year and
Tuesday and Thursday during the summer by the
Oregon Daily Emerald Publishing Co. Inc., at the
University of Oregon, Eugene, Oregon. A member
of the Associated Press, the Emerald operates inde
pendently of the University with offices in Suite 300
of the Erb Memorial Union. The Emerald is private
property. The unlawful removal or use of papers is
prosecutable by law.
NEWSROOM — (541)346-5511
Editor in chief: Laura Cadiz
Managing Editor: Jack Clifford
Community: Sara Lieberth, editor. Darren Freeman, Brian Goodell,
reporters.
Freelance: Eric Pfeiffer, editor.
Higher Education: Ben Romano, editor. Adam Jude, Serena Mark
strom, reporters.
Perspectives: Bret Jacobson, Laura Lucas, editors. Jonathan Grubet,
Beata Mostafavi, Mason West, columnists.
Pulse: Jessica Blanchard, editor. Rory Carroll, Joe Walsh, reporters.
Student Activities: Jeremy Lang, editor. Emily Gust, Simone Ripke,
Lisa Toth, reporters.
Sports: Mirjam Swanson, editor. Scott Pesznecker, assistant editor.
Matt O’Neill, Jeff Smith, reporters.
News Aide: Lorraine-Michelle Faust.
Copy: Monica Hande, Molly Egan, copy chiefs. Jonathan Allen,
Michael Kleckner, Tom Patterson, EricQualheim, Heather Rayhorn,
Jamie Thomas, copy editors.
Photo: Catharine Kendall, editor. Kevin Calame, Azle Malinao-Al
varez, Ryan Starkweather, photographers. Hiroshi Nakamura, Katie
Nesse, Tom Patterson, Lindsey Walker, photo technicians.
Design: Katie Nesse, editor. Kelly Berggren, Katie Miller, Russ
Weller, designers. Bryan Dixon, Giovanni Salimena, illustrators.
On-line: Jake Ortman, editor. Timur Insepov, webmaster.
ADVERTISING — (S4l) 346-^712
Becky Merchant, director. Melissa O’Connell, Van Nguyen, advertis
ing assistants. Rachelle Bowden, Doug Hentges, Nicole Hubbard,
Jesse Long, Adam Rice, Amy Ruppert, Hillary Shultz, Chad Veriy,
Emily Wallace, Lisa Wood, advertising sales representatives.
CLASSIFIEDS — (541) _
Trina Shanaman.manager. Erin Gauthier, Lauren Howry, Tara
Rothermel,5fo/f.
BUSINESS — (S4D346-SS12
Judy Riedl, general manager. Kathy Carbone, business supervisor.
Sarah Goracke, receptionist. Il-ju Chang, John Long, Sue Ryan, Krista
Ostoich, distribution.
PRODUCTION — (541) S46-4S81
Michele Ross, manager. Tara Sloan, coordinator. Laura Lucas, Katie
Nesse, Melissa O’Connell, Laura Paz, Ross Ward, ad designers.