Aperture

ap·er·ture  

[ap-er-cher] noun

1. an opening, as a hole, slit, crack, gap, etc.

2. Also called aperture stop. Optics. an opening, usually circular, that limits the quantity of light that can enter an optical instrument.

     
     In advertising terms, aperture is not exactly an opening for light, but rather an opening for diffusion of ideas.  Aperture is reaching an audience at the ideal time in the ideal way with the ideal message.  In a advertiser's perfect world, one in which we do not live, every brand's message would reach every single human being on the planet earth.  Perhaps even extra terrestrial life.  In an attempt to reach people in a society where attention spans are shorter than the ringing of a telephone, advertisers have to think out of the box in order to craft every single message in remarkable ways. 

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     For a college student struggling to be noticed by potential employers, aperture is key.  When John Wharff, owner and president of WMOA 1490 Radio, spoke to my Intro to Advertising class, I knew that Advertising and Public Relations is the right field of study for me.  To express my gratitude for visiting our class and inspiring my creative psyche, I wrote him a letter.  I included a "Wild Card" from the card game 'UNO' with my name, picture, and email address attached to the back.  

Dear Mr. Wharff,

       

     Let me start off by saying thank you for coming to my advertising 101 class last Thursday and speaking.  It is one of my favorite classes as a freshman advertising/public relations major and you really assured me that I am in the field that is right for me.  Next, let me explain that I did not want to be "that girl" who wrote you a letter simply because you told our class to do so.  After class, I has put the letter idea out of my mind and I headed to a dam near the school to do a little fishing.  As we drove down the road, who did I see on a giant billboard?  John Wharff and his beautiful wife!  I took that as a sure sign to write to you.  (aperture at its finest!)  As I said, I'm only a freshman, but I'd love to learn more about what you do.  I know I'm a bit of a wild card, but keep me in your back pocket if there is ever any opportunity for me to learn and get some experience in your field of work.
Thank you again!

                                     

                               Natalie Mayan

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An UNO's "Wild" Card

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