Abstract This paper examines an advert in the June 2007 edition of "Men's Health". It is an advert for the new Bowflex Xtreme SE Home Gym, which is an exercise machine (a copy of the advert is included in the paper). It discusses how the advert is misleading and does not include basic information such as the price of the product and where it is manufactured. It also discusses its use of visual imagery and how unrealistic it is.
From the Paper "The product is an exercise machines. It is "built to provide fast and easy total body results right in our own home" and apparently "performs over 65 gym-quality exercises - as many as an entire health club filled with machines." The sell is that the machine will do all this for $20 per month, which is "less than half the monthly dues of a typical gym membership." Unfortunately, this implies that the machine will do all of the exercises all on its own - which is clearly not the case. What the advert should say is that the machine gives its owner the necessary equipment to do all of the exercise that would be possible in a health club. However, the point is that the effort and the will power to do the exercises remains the responsibility of the human being, not the machine. "
Abstract Advertizing is a major marketing tool for organizations to sell their products and services. The paper argues that in conservative societies however, it is virtually impossible to convey message in an attractive way. This paper discusses the Saudi society and the approaches to advertizing as compared to the United States. It discusses advertizing mediums such as television commerical and the internet and shows how messages put across to the consumer differ between the two countries, based on cultural demands.
From the Paper "Extensive efforts are made to keep the society segregated so that no mingling or socializing for the two is possible. As a result, educational institutes are segregated and the workplace does not employ women much. There are strict laws regarding women covering themselves, traveling with a male relative and driving. Moreover, media, along with the Internet, is heavily censored for any trace of irreligious content. However counteracting this heavy religious influence is the compulsory economic development that Saudi Arabia cannot avoid or stop."
Abstract This paper takes a look at the art of advertising and the role that text plays in the advert. The paper focuses specifically on a Volvo advert, which profoundly illustrates the interaction between text and image to convey a message. The paper further discusses the issues of subcultures and the portrayal of subcultural issues in this advert and the media.
From the Paper "In examining the range of readings that the text generates across an audience, it becomes obvious that, especially when the ad is shown to people outside of the subculture towards which it was initially aimed, even this small amount of text can be interpreted in many ways, and it can impact the reader in a multitude of ways. For some readers, the text serves to clarify the sexual reference in the image. For others, it clarifies another non-sexual interpretation of the image. Other readers are confused by the text and do not find it to clarify the message of the ad at all, while others believe the text was only included to help less witty readers get the joke. For certain readers, the smaller text has a significant impact on the message of the advertisements, while other readers ignore it completely. The following examples of reactions from different readers show the wide range of readings possible for this small amount of text."
Abstract This paper provides a detailed analysis of the dynamics underlying consumer behavior. The author provides an in depth explanation about what consumer psychology involves, emphasizing perspectives on how advertising works , consumer-based response measures and present state of knowledge about measures of advertising effectiveness.
From the Paper "Consumer psychology is the study of the dynamics underlying consumer behavior specifically concentrating on the use of psychological concepts and methods to explain, predict and influence behavior (Assael, 1992). Consumer psychology perspectives on how advertising works therefore puts much weight on the psychological dimensions of individuals as consumers and how advertising effects them. In other words, consumer psychology attacks the subject of advertising from a psychological point of view. The behavior outcome of advertising (the consumption of produce or a service) is therefore a complex interplay of many aspects. This is because humans are complex individuals and the process involves many levels of psychological functioning on behalf of the individual."
Abstract This paper analyzes the influence of mass media on the everyday diet of Americans. The author discusses the inconsistencies of food and nutrition news reported by the media that confuse and frustrate consumers and lead to poor diet and lifestyle choices.
From the Paper "Breakfast may be the most important meal of the day, but you may need a scorecard to decide what to eat. Will knocking back a few cups of java (a) raise your risk of pancreatic cancer, (b) lead to arthritis, or (c) protect you from Parkinson's disease? Is it butter or margarine that is healthier on your toast? Are eggs OK or did you get the message scrambled? One has good reason to be confused and not just at breakfast. Americans get the bulk of their nutrition news from TV, magazines, and newspapers where the latest findings are proclaimed by just about anyone in a lab coat (Kulman 1). These findings are sometimes contradictory to established research conclusions and leave consumers unsure of what to really think."
Abstract The paper discusses and sheds light on how changes in the advertising industry and new creative techniques emerged to make specific advertisements stand out from its competitors. The author examines what media and advertising strategies manufactures would use, where these new ideas came from and how consumers respond. A look at how technology and the emergence of new unexplored mediums altered previous advertising strategies.
From the paper:
"In the 1880s most manufactures were starting to see a huge boom in the economy, which allowed them to expand their area of distribution and dip into new markets previously unattainable. Alongside this enormous economic growth, many technological changes were taking place as well. For example, mechanized farming equipment, sewing machines, and other machinery were invented increasing the production processes of the past. As a direct result of this increase in production, factories expanded and products became available at a lower cost and faster rate than ever before. New inventions began to appear such as the automobile, telephone and light bulb. In 1896 the government and the railroad companies developed the national railroad system and rural free delivery. With this, it was now possible for manufactures to distribute goods to geographic areas previously unreachable."
The following paper examines the social context of language in advertising and the way in which companies manipulate the language in adverts to persuade the consumer to buy their products.
Abstract The author discusses the different techniques used in manipulating words in advertising, for example, the use of rhyming, alliteration and metaphors. The writer also gives us some examples of each technique, and looks at what effect the applied technique has on people.
From the Paper "Language is considered as an effective tool in extending a company"s message to the people, particularly to consumers. Companies with different products to sell use advertisements to provide the consumer product awareness, and this will not be effectively done without the use of language. There are several ways in which companies and advertising firms use the written word to persuade people to buy their product. The first technique is the use of rhymes in product advertisements. Rhyme is defined as the "identity of sound between endings of words or verse-lines" (Duncan, Advertising--- The Features). An example of rhyming is the slogan used by the fast-food chain Burger King: "It ain't the same without the flame". This slogan informs the consumer that Burger King's burgers are not fried, but broiled, assuring the consumers that the fast-food chain give importance not only to the quality of their product, but to the customer's health as well."
Abstract This paper looks at the importance of a global marketing strategy which has hit the automobile industry. By focusing on one specific campaign, this paper sees how the company adapts its focus depending on the culture of the country and the perceived needs of the customer. The campaign examined is that of the Mini being promoted in America by pushing the concept of "motoring".
From the Paper "For people in the United States and United Kingdom alike, automobiles are much more than just a way to get around. They are objects of fashion, status, wealth, success and power. Global car manufacturers strive to meet international aspirations, while competing with others through price, volume and quality. One important key strategic priority for a global car manufacturer is to develop a desirable, quality brand that would increase its market share. Through promotional tools, car manufacturers aim to increase brand recognition and the company's reputation."
Abstract This is an introduction to the topic that sexuality in advertisement causes sexual desirability of a person. The null hypothesis is that this experiment using sexual advertisement will not produce desirability. The paper shows how sexuality is a problem in the United States and examines whether the advertisements that portray sexuality may lead to sexual violence crimes. The writer asks that if this is true, then is it ethical to use "sexual" advertisements?
From the Paper "Does sexuality cause desire for sex? What is the difference between looking at sexual advertisements and regular advertisements without sexuality? Is there a difference? The class will show 15 sexual advertisements and 15 non-sexual advertisements. Will there be a difference? Many believe that the media has played a role in the increase of young people having sex early and with more partners. Is this true? Movies, television, music, and magazines are filled with sexual messages to the young person. Even at an early childhood age, children want to dress sexually. Teens rate the media as a second source of information about sex. Schools are the first source in giving information about sex. Does "sexual" advertisement lead to sexual crimes and aggression? Is it ethical to use sexually appealing advertisements if it can lead to violence in the home or other crimes? Does research show that advertisements bring the desire for sexuality? "
Abstract Examines what changes a company needs to make in order to change its marketing focus onto the consumer and away from traditional marketing strategies. The paper addresses the difficulties of this approach and explains that the concept is still new in the advertizing world. It provides a step by steps guide as to how to go about this change - identifying future trends, adapting technologies and entering markets through the media.
From the Paper "Many companies are making a strategic change from the traditional marketing approach to ?customer targeted marketing.? Customer targeted marketing is based upon the idea of consumerism, which is based on ?consumer behavior.? (Day, 1999) Consumer behavior is the focus of consumer research that is conducted for the use of various techniques and strategies, such as focus groups, in-depth interviews, customer surveys, attitude testing, and more to obtain information about consumers for more effective marketing of a product or service."
Abstract The paper introduces Abraham Maslow, the psychologist who made sense of the astonishing array of human motives by arranging them in a pyramid known as the "Hierarchy of Needs." The paper explores how the "Hierarchy of Needs" was integrated into the advertizing world of the 1950s. It also examines ten advertisements and discusses how Maslow's hierarchy is a part of each one.
From the Paper "Advertisers started to attach emotional values, such as friendship and status, to products around the nineteen-fifties, using what they learned in psychology class. This emotional attachment is affixed to the product by building semi-conscious and subconscious impressions, or an atmosphere, around the product to create the impression that acquisition and consumption equate to good health, success, exultation, enchantment, moral righteousness, ethical certainty, trust, faith, superiority, coolness, freedom, liberty, self-esteem, confidence, democracy, and numerous other similar emotions and ideas. Three preeminent advertising techniques which apply Abraham Maslow's hierarchy of needs to their advantage are the bandwagon, emotional, and fear techniques. The emotional attachment technique portrays images and ideas that appeal to certain emotions of the consumer. These ads imply that only by means of purchasing the product will he or she be able to satiate these emotions. The bandwagon technique in advertising, which suggests it is second nature to purchase that particular product, was predominant in the fifties. This class of ads suggests that without that product, life would be dysfunctional and unpleasant, and not all of the consumer's needs would be met. The fear technique utilizes Maslow's hierarchy , to "...suggest to the consumer that not purchasing a certain product would be disastrous to them...(Lane and Russell 13)", in that not all of their needs according to the hierarchy would be met. However, to what extent is Maslow's hierarchy of needs integrated into advertisements from the decade in which the hierarchy was actually unveiled?"
Discusses the pos & cons of commercials aimed at young children. Examines first Amendment, ethical & health issues, popularity of junk food, vulnerability of children to ad messages, products and research.
2,250 words (approx. 9 pages), 5 sources, 1988, $ 79.95
From the Paper " The purpose of this paper is to discuss the pros and cons of junk-food ads targeted at children under 10. Each year American's consume millions of dollars of what has come to be known as "junk food." The crowds of people that line up at fast-food restaurants to buy Big Macs and Whoppers are evidence that these products are growing in popularity. Americans have discovered the appeal of fast food. It is convenient (you don't need to cook or wait for hours to be served), it is relatively inexpensive, it has a pleasing flavor, and it does fill you up.
Fast foods are just one form of junk food. There are also the sugary cereals such as Frosted Flakes and Sugar Pops, dessert snacks such as Twinkies and cupcakes, and the salted snacks such as potato chips and Doritos. Many of these products have been around for a long time, some more than 20 years."
Discusses the pros & cons and concludes ads should be prohibited. Examines economics, legal & health factors, target market, First Amendment issues and compares with alcohol.
2,025 words (approx. 8.1 pages), 5 sources, 1988, $ 71.95
From the Paper "The purpose of this paper is to discuss whether or not cigarette advertisements should be banned. The paper will present both the pro and con points of view on the issue. It will then conclude by taking the position that advertising for cigarettes should indeed be prohibited.
At this point in time, cigarette manufacturers spend over two billion dollars per year on the advertisement of their products. Of that total, over six hundred million dollars goes to newspaper and magazine advertising; almost three million dollars goes to billboard advertising; almost one hundred fifty million dollars are spent on give-away promotions; and sixty million dollars are used for investment in public entertainment activities such as sports and cultural events ("Ban Cigarette Advertising"? 1987, p. 568). It is apparent from these figures that(...)"
Abstract The specifics of the marketing infrastructure within Mexico are an important consideration for American firms wishing to sell products or services within the country. The paper examines how NAFTA has greatly increased trade between the two countries, resulting in an increased need for Mexican companies to market products within the US, and also a crucial need for US companies to market within Mexico. The paper shows that an understanding of the unique needs of Mexican consumers is important to marketing success. Further, and perhaps most importantly, knowledge of Mexican channels of distribution, middlemen, and media are absolutely crucial to business success within the country.
From the Paper "Many Mexican companies are not familiar with the many types of marketing research products that are available in the United States and Canada. As such, Mexican companies wishing to advertise in the US may often be best advised to obtain short-term marketing research reports, and base marketing around existing staff's past experiences with the US market (Medina & Rodriguez).
Companies within the US will also require increased marketing expertise for the Mexican market. Mexican marketing infrastructure is strikingly similar to that of the United States. Many of the same distribution channels, sales techniques and marketing techniques are used across both countries."
Abstract This paper shows that while some call Hitler's pamphlets, radio programs and book ?propaganda,? to Hitler they were just good ?marketing.? Hitler constantly used his "propaganda machine" to tear down the credibility and as defense to negative propaganda being distributed by his sworn enemy, the United States. The paper examines how Hitler used many forms of media to distribute his messages to the masses, including dropping pamphlets from the Hindenburg, one of Nazi Germany's finest shows of strength and power. This paper compares Hitler's use of this form of propaganda to the the way in which advertizing companies and other forms of media promote products and images, concluding that both are effective forms of brainwashing.
From the Paper "This "Propaganda War" grew to epic proportions that would make the best Superbowl advertisers of today proud. Both sides sent a barrage of pamphlets, books, and radio broadcasts, posters and many more creative mediums in an attempt to break the public's confidence in the other side. When the United States launched their own propaganda war, Hitler tried to use this against them also in a "look what the meanies are trying to do us" type of idea. He tried to use the United States media campaign to gain credibility for this own cause. The media campaigns used by both sides were impressive."
