Abstract This paper conducts a semiotic analysis of a single television advertisement -- a Volkswagen Beetle commercial. It considers the ways the images and sounds are photographed, placed in the frames, edited and combined to produce the effects seen in the advertisement. Additionally, this analysis breaks the advertisement down, considering the connotations of the images and/or sounds. The ideological functions, as well as "myths" that are being represented (or perhaps challenged) by the ad are also discussed. Ultimately, this paper reveals the advertisement's "hidden meaning" through analysis.
Abstract The primary focusof this paper is on television. Evidence indicates that women are stereotyped, particularly in advertising and implicitly 'fed' the dominant ideology through media. This involves their portrayal in stereotypical and grossly simplified manners.
Abstract This paper explores advertising towards children in Europe and demonstrates that the predominant trend in advertising for children between the ages of birth to twelve years of age is directed towards promoting maturity - namely maturity beyond that expected of the target age group - and consumption of junk foods.
Abstract This paper is about how society and the mass media are obsessed with the body image of women. The paper provides an intensive critique of how high society views the human flesh and how women are objectified and defined by socially constructed images. The issue of body image, the social construction of it, and how people can become victim to the desires and values that their own society constructs for them, is examined. The paper further discusses that the construction of such images, and the projection of them unto women, continues to this day through stereotypical portrayals by mass media advertisements. Because advertisements commodify women in the marketplace, where the women's sexuality is objectified, exploited, and domesticated, political/capital, and sexism issues are raised in the paper.
Abstract This six-page undergraduate paper examines how advertising makes use of the body to promote commodity consumption. One example used is ideal body image, and the other is how models are used in general in advertising.
Abstract This ten-page senior level paper discusses some important questions connected with ethical issue of false advertising. We understand that it is important to follow some ethical and moral rules in business practices too but lying to the public has become a norm as deceptive advertising prevails freely in the society. The paper addresses this issue in the light of some religious views and moral theories.
Abstract This paper provides an analysis of the Harley Davidson company. The writer shows how Harley has used a unique approach to branding and maintaining an alignment between their corporate vision, culture and image. They have used many different methods to achieve a blend of active corporatism while still keeping their consumers feeling as though they "own" the brand and products associated with it.
From the Paper "Harley Davidson promotes the image that "things are different on a Harley". The most important feeling they promote with their brand is freedom. Freedom of life, freedom of the open road, freedom of the individual. It is said that no two Harley's are the same. From production to consumption, the owner is involved in the process of creating their own freedom, and living the Harley dream. Their bike becomes their own self-expression, and they live the lifestyle that they perceive to be a part of owning that bike. This is also done with the management team, as well as the CEO."
Abstract This paper investigates the relationship of background music as one of the main features in advertising and consumers? moods, attitudes and behaviors. The author points out that music has been shown to affect behavior directly at the point of purchase, and variation on advertising background music significantly influenced the pace of shopping, the amount spent, and the amount of money spent beyond the consumers? expectations. The paper reports that equally-liked musical backgrounds, which differed in their profile of these structural elements, were shown to affect audience moods in directions predictable from analysis of the musical structure, across a set of simulated greeting card advertisements.
Table of Contents
Introduction
Background
Mood Effects on Evaluation and Behavior
Affect and Behavior Conditioning Via Peripheral Processing
Music Effects
Non-Structural Musical Studies
Conclusion
From the Paper "The increasing pressures of highly competitive marketing environment make it imperative that organizations understand consumers and, in particular, consumer decision-making as they seek to gain competitive advantage. In a competitive economic system, the survival and growth of firms require accurate knowledge about consumers: how they buy, why they buy and where they buy as well as just what they buy. Marketing is not about finding or inducing someone to buy whatever the firm happens to manufacture. Nowadays successful management depends more than ever on matching every aspect of the business-product, advertising, after-sales service and so on ? to the satisfaction of consumer needs."
Abstract This paper outlines a case study regarding the ethical issues surrounding Pepsi India, which conducted an aggressive marketing campaign that defaced the environment in India. It includes a description of the moral dilemma, those affected, Pepsi's past conduct in India, and other relevant factors. Suggestions for a resolution to the conflict are also provided.
From the Paper "The case study is regarding the ethical issues surrounding Pepsi India which conducted an aggressive marketing campaign which defaced the environment in India. Pepsi sells upwards of 160 million cases annually through 750,000 retail outlets across India. The principal moral agents involved are Pepsi marketing personnel, presumably in India, and those they hired to paint rocks with colorful Pepsi advertising in the Himalayans."
Abstract This paper looks at the way that media advertising affects people's perception of proper culture. It explains that advertising is intricately connected with the principle of consumption and that consumers would buy anything that advertisements say is good for them, including culture and values.
From the Paper "Advertising affects our perceptions and values so much that what we have in the shape of culture today is simply an advertisement-induced version of culture that lacks authenticity and gives rise images which are anything but genuine. Advertisements no longer give us a chance to develop our authentic self; rather all of us try to be like one of the persons we see in advertisements. For example, every girl would love to dress up like Britney Spears even if she doesn?t particularly like her style. That is because media tells girls that Spears is the ultimate representation of what is considered "cool" in our society. Authentic self therefore remains buried under heaps of false cultural values. Authentic here refers to the quality of a person to remain unaffected by what he/she sees in ads. When a person is not influenced by advertisements, he/she becomes capable of nurturing their authentic self. Similarly what we get today in the form of culture is also heavily influenced by media and most specifically advertisements."
Abstract This paper explains that Premium Pork Products is seeking to shift its current company status from a commodity business to a business providing consumer-packaged goods. The author points out that pork's traditional role in a bacon-and-eggs breakfast, one the most tantalizing selling points of the Atkins Diet, creates an ideal tome for a potential rise in consumer interest in pork. Thus, by creating easy-to-prepare, high-protein, low-carbohydrate "comfort food" TV dinners or pre-prepared frozen foods, PPP can create a marketable niche for itself. The paper recommends that advertisement of PPP products should create a brand that is seen as sinfully rich and decadent, yet paradoxically, healthy, perhaps solidified in the image of a lean pig, fresh from working out, kicking away a bowl of cereal from the lunch table or outrunning a pudgy, dumpy, overstuffed turkey in a race.
Table of Contents
The Pork Industry and Its Major Competitors in the Frozen Food and Refrigerated Meat Sections
People's Needs and Wants Regarding Cooking with Meat Products and Convenience Food Products
Conflicting Desires for Quick Food Preparation vs. Meals from Scratch
Opportunities for Increasing Pork Consumption
Consumer Purchase Behavior of Meat
Recommendations of Developing the Business
From the Paper "Conventional dietary wisdom as of late has proclaimed America's lack of interest in consuming and purchasing pork products. Despite the supposed identity of pork as the "other" white meat, according to the industry's advertising campaign, for the past two decades, low fat and high carbohydrate eating has become the standard dietary recommendation for health-conscious consumers by both their physicians and by the federal government, in the form of the FDA. Turkey and chicken meat alone has benefited from this low-fat trend, as well as companies that sell meat alternatives, like soy and garden burgers."
Abstract This paper states that, while there is a lot of evidence supporting both sides of the debate, it is obvious that there is not necessarily rock-solid evidence showing that smoking is, in all cases, completely harmful to the health of the smoker. The paper argues that there is, in fact, some very compelling evidence pointing to the possibility of positive applications in the medical field for cigarettes.
From the Paper "Smoking has become a national issue almost overnight. From antismoking laws to wrongful death lawsuits, America is fighting back against their new cigarette enemy. It was only a few decades ago that the general public did not even begin to consider the health risks of tobacco. Today, every classroom and public service announcement preaches the harmful effects of smoking and recruiting a new generation to live up to the desirable "cool not to smoke" image. We now look back upon the time before cigarette carton warning labels as the modern Dark Ages. However, for a moment consider another perspective, one where Joe Camel is not synonymous with Satan, and "smoker" is not another word for baby-killer. Although it seems impossible in today's educated world, could it be possible that smoking is not the great evil it has been made out to be? There are many smoker's rights activists and scientists alike who are trying to get the word out that smoking might very well be OK."
Abstract This paper discusses the controversial advertisements of Abercrombie and Fitch. The paper points out the company's reliance on sexual images to advertise its products and the controversy this advertising strategy has created. The paper points out that, while using nude models to advertise clothing may seem contradictory, it is actually quite effective. The intent of these advertisements is to sell an image and then make consumers associate that image with the product. This is the objective of Abercrombie and Fitch and the reason for the controversy. The paper goes on to explain that parents and the general public feel that the image being sold promotes a lifestyle without morals or values and that these advertisements have too much influence on adolescent behavior. Attached after the bibliography are two of the advertisements described in the paper.
From the Paper "Starring an alluring, bare, sexy, young model, with her mesmerizing green eyes transfixed on an outlying point, one would naturally think that this sensual black and white photograph could have nothing to do with clothing. Her petite arms are crossed diagonally along her torso, with her hands covering each breast barely. Her long, wavy, brown hair is lying messily in front of one shoulder and behind the other. The look on her face is serious, seriously seductive, that is. She is wearing nothing, leaving only what is behind her hands to the viewer's imagination. One shift of her fingers, and you just might see everything."
Abstract This paper looks at how critical successful marketing is to the survival of a company and that company's product and then describes different marketing concepts and strategies. The paper also looks at the company called eBay and cites it as an example of a business with a successful marketing strategy. Finally, this paper looks at the ways in which marketing strategies have changed over time.
Concepts of Marketing
Segmentation in Marketing
The Development of Marketing Strategy
Marketing Mix Decision Making
A Great Marketing Company of Today
From the Paper "In the highly competitive world of today, all organizations understand the implications of using the concept of marketing to improve the situation for their products or services in the market. In the classical definitions of management where it is viewed as a system, the function of marketing is the one that brings back resources to the organization from the society in which the organization functions. Production is the function which converts the resources for products or services and in a way this completes the cycle for the organization and thus earns the organization its profits. Next is the question of concepts of marketing. It is said that some organizations give a lot of emphasis and importance to the function of marketing and these organizations are said to be progressive and marketing oriented as opposed to others which are said to be production oriented."
