Abstract The paper looks at modernadvertising and how it conveys various messages which motivate and act as stimuli for consumers to patronize a certain product or service that is out in the market. It analyzes how advertisements can dictate how society should live, what to buy, which product or service is more beneficial and when is the right time to purchase a product. The paper discusses how contemporary advertisements are a powerful means of influencing the lifestyle, awareness and moral fiber of modern society. The paper further examines how advertisement is a very useful tool in marketing a variety of products or services and also in communicating messages and motivating viewers.
From the Paper "Advertising agencies all over the globe are always in search for new ideas and innovative concepts in order to push a product towards a specific market. Advertisements target viewers by classifying the strong selling point of the product. On this same foundation, advertisements are set to promote the said product by identifying their target market. Upon classification of the product and identifying its market, advertising agencies use several techniques and resources of different forms and then later apply them to the concept of their advertisement."
Abstract This essay looks at advertising and the way race and gender are represented in today's ads. The essay argues that gender and racial inequality and stereotyping are very much present in advertising today and that this furthermore serves the advertising needs. The essay also looks at how advertising directly influences what we see in the media and how advertisers only goal is profit making which is best served by the consumerist culture we live in today.
From the Paper "Advertising is very important in today's society and have been for over 30 years, if only simply because it cannot be avoided. Ads are a major part of mass media and the mass media has a great advantage of being able to reach a large number of people in a very short time. In large industrial societies media takes on a mass scale so that television, radio, newspapers, magazines and now the Internet link tens of millions of people, and influence the way they think and spend their time and money."
Abstract This paper discusses how advertisements, sometimes insultingly, portray women as empowered in terms of taking on so much of the general cleaning labor, but the positioning of woman as the house-keeper remains unchanged. To explore this issue, it looks at a range of advertising for cleaning products, arguing that women continue to be portrayed in a limited manner and in fact are likely to be spending more time on cleaning as a result of social expectations for private spaces to be showcases.
From the Paper "For the most part, given most of these advertisements, it would seem that it is almost entirely up to women to deal with all of the grime in the kitchen, bathroom, laundry room, and anywhere else it may lurk. Whether it is an advertisement for Swiffer products, Tide laundry detergent, or the curious bathtub scouring substance known as Vim, women are consistently portrayed as the lone crusaders, responsible for such matters of the home, and that reinforces stereotypes that keep women as the lead in such roles. For despite making more progress in closing the gender-gap at work, studies show that women still have more to gain in terms of getting their husbands to pick up the slack at home."
Abstract This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
Abstract This paper discusses how men and women are represented in the world of advertising. In general, it deals with an analysis of the stylistic components of this representation and relates theoretical points of view to the analysis of specific advertisement that appear in the media. The author has also included several photos to illustrate the points made in the essay.
Outline:
Introduction
Advertising and gender: an overview
Media advertising and popular culture
Analysis: gender and stereotypes
Conclusion: Globalization and advertising
From the Paper "The way that modern advertising re-presents or conveys perceptions and interpretations of male and female identity has been the focus of studies in many disciples, including media studies and sociology. The analysis of media advertising provides insight into certain ideological and cultural perceptions in a society. It also shows the way that underlying cultural views of male and female or gender identity is largely constructed by the specific culture. It is therefore very useful to study the ways"... in which people, places, values and
beliefs are represented in contemporary media and their impact on society"
"(Controlling Advertising ASA Schools and Colleges resources No 1).
These studies also apply to the analysis of popular culture and the extent to which female and female identity can often be misrepresented and distorted by the media. This aspect will be a central focus of this paper."
Abstract This paper compares two advertisements, those for (Item A) VO5 brand Power! Control Styling Gel and (Item B) the fragrance Goddess by Kimora Lee Simmons. This paper compares these particular advertisements due to their target audience, stereotypes portrayed, modern popular culture, traditional culture and the desires and beliefs of Western culture. This paper argues that, despite superficial similarities in the advertisements, closer examination reveals considerable differences between the two particularly in terms of appeal and target audience.
Abstract This paper discusses the depiction of the male penis in advertisements. It addresses issues related to the ways in which the penis functions as a symbol of various types or attributes of masculinity. It also identifies a number of advertisements in which images of the penis can be found. The paper includes several photographs showing examples of the advertisements.
From the Paper "Susan Bordo makes the point that there are many varied images of the phallus or the penis, ranging from "the playful, ironic sensibilities" found in gay male culture to the mythic penis which is a cultural "symbol of masculinity" and the ?actual penises of flesh and blood.? Regardless of how the image of the phallus is positioned or presented, it is quite clear that phallic symbols in advertising are extremely common."
Abstract This paper explains how advertising plays such a significant role in society that one can ask what or where modern culture would be without it. The paper continues that not only is it influenced by cultural norms and values, but advertising has taken those norms and values and repackaged them, creating and solidifying cultural trends. The paper discusses how a citizen today participates in society through consumption; this is how a person feels relevant and connected to the dominant culture. The paper explains that most successful ads tap into a consumer's need to identify with a wider group and also confirm a person's morals beliefs and value systems.
Abstract Architect Frank Lloyd Wright designed houses which were known as "Prairie School" because of their distinct style. This paper traces the history and the reason why this form of architecture came about, and how it was a reflection of a developing American trend of modernism.
From the Paper "One of the most striking things about Wright's houses is their lack of porches. They sink gracefully and beautifully into the ground ? and how can we fault them for this? ? but they also turn their backs on their neighbors. These are houses into which individual families can shut themselves away ? the first sign in at least a psychological sense of the suburbanization of America."
Abstract Some of the key features of both "democracy" and the American Constitution have their origins in ancient history. If one looks at Ancient Egypt, Mesopotamia, China, and India, we may discover traces of democratic thought that precipitated the rise of each of those lands and peoples. The paper shows, however, that many of the critical threads of Western political thought can be directly catalyzed by the very birth of Western society in the classical civilizations of Ancient Greece and Rome. The paper traces concepts of democracy and citizenship from ancient times and shows how they affected modern forms of government, in particular, the American Constitution and Britain's Houses of Lords and Commons.
From the Paper "In effect, this republic-representative democracy was therefore established in which the people chose representatives to run the state for them. The Roman Republic was a government headed by elected leaders, yet real power was held by the Senate, which represented the upper class, and two consuls, who served as heads of state. If we
examine Ancient Roman society even further, we can identify origins of the United States Constitution: the Bill of Rights. For instance, the rights of all citizens were protected by a code of laws known as the Twelve Tables of Law."
Abstract This paper discusses the high profit producing printer division of Hewlett-Packard. Specifically, this paper looks at HP's line of photo printers, which requires specialized inks and printer papers, both of which generate higher-than-average gross margins for the printer manufacturer. What HP has had to battle however is the perception that photo printers are expensive, difficult to use, and only meant for the professional photographer or the low-end service bureau. The author states that HP's advertisements are specifically addressing price points and the breadth of their product line, in addition to the expertise with printing technologies to overcome these objections. Furthermore, the author asserts that for HP to continue growing their printer division, consumables sales must significantly rise over unit sales, and the added focus on high-margin supplies must clearly be a strategic priority for the company. Finally the paper looks at HP's focus on the most critical concerns of customers first in relation to current advertising theories.
From the Paper "How would you make the improvements? - First, I would have lightened up the background of this ad, so the images had greater contrast. Next, I would have created a small line of frames across the bottom of the first page showing various scenes of using the printed photos, including the completion of school projects, giving frames of pictures to grandparents and friends, and maybe even showing a backdrop of a beach and then a framed picture of a child, so it appears the photo is coming right out the beach scene. This would connote that the HP photo printer is versatile enough to capture vacation memories faithfully and without compromise. Lastly on the right side of the page, where the printers are, I would show one in actual use in a home office to just make it clear as to how easy the printers are to use."
Discusses the role of ornament in post modern architecture, using the works of post modern architects Hans Hollein, Michael Graves and Robert Venturi as examples.
Abstract This paper explains that the development of a postmodern architectural style can best be understood as a reaction to the modernist perception of art and architecture. The paper explains that, in the postmodern view, ornament is not seen as being extraneous and superfluous, but rather as a valid and important extension and addition to the meaning and the context of the architectural work. The postmodern style reintroduced the value of ornamentation as part of the eclectic and 'open ended' nature of postmodern and post-structural thinking. The paper describes this ornamentation in the work of Hans Hollein, Michael Graves and Robert Venturi. Several colored pictures are included with the paper.
Table of Contents:
Introduction
Post Modernism Ornament
Ornaments Role in Postmodern Architecture
Example of the Work of Robert Venturi
Example of the Work of Michael Graves
Example of the work of Hans Hollein
Conclusion
From the Paper "Graves achieved international recognition for his design for a Portland Public Services Building in 1980. Another building that bears his unique postmodern stamp is Humana Corporate Headquarters in Louisville, Kentucky (1982). He is also well known for his creative extension to the Whitney Museum of American Art in New York (1985-87). Among his many other works is the Dolphin and Swan Hotels at Disney World in Orlando. These works also make extensive use of decoration and ornamentation."
Tags: imagination eclectic, guild house, humana tower, jewelry stores
An exploration of the contention that modern drama activates psychological forces using specific reference to Henrik Ibsen, Anton Chekhov and Samuel Beckett.
Abstract This paper examines how modern drama works closely with the concept of the repression of fear and aggression and how Freudian theory had a direct impact on dramatists after the 1920s. It looks at how Beckett's drama portrays the human condition through the depreciation of psychological forces and how, conversely, Chekhov allows his characters a sense of realisation through negative capability whereby the characters are respectively voiced without emphasis on any one viewpoint. It also shows how like Ibsen he allows the characters the freedom to speak almost randomly, in what Freud would term the technique of free association used to cure patients by articulating their repressed fears and aggressions.
From the Paper "Freud formed a theory of the id and the ego which attempted to explain the unconscious psychological forces of an individual, and can be illustrated through Beckett's Waiting for Godot (1952). Vladimir and Estragon are embodiments of a mind and body duality. By reversing Vladimir's epithet "Didi" it is possible to form Id-Id, where, by psychological definition id represents the desire for physical contact and body warmth, characteristic of babies. Estragon, or "Gogo" can be reversed to (e)go-(e)go, the ego, which forms the conscious and socially aware psyche developed in adulthood. The mind is purely conscious, and can detach itself from the more base instincts of the body, an extended reality, which is controlled by specific laws."
Tags: freud, aggression, fear, id, uncle, vanya, dolls, house
Abstract This paper examines how the term "rhetoric" is used as philosophical advocacy for the validity of knowledge and critical topics concerning public policy. The paper deals with the importance of rhetoric in modern-day proceedings and its influence on governmental processes from decision making by presidents to that of the Congress. It also argues that rhetoric is far removed from reality.
From the Paper "Honestly, however, it can be seen that the political discourses are being aimed to serve other objectives rather than simply put forth a description of real facts. It is evident that the leaders resort to deception, statements of ambiguous nature, and omission of critical issues for fear of contradiction without even taking care of the way the audiences construe their statements. It is therefore, imperative that the political deliberations are not to be taken as an honest account of the real world facts or the account of own visualizations of the speaker but to be analyzed in the perspectives of social objectives that it aims to fulfill."
Abstract This paper defines the skills needed for a president to have a successful term in office in the modern era. The paper compares and contrasts the skills and performance in office of Lyndon B. Johnson and George W. Bush, two famous twentieth-century presidents. The paper examines the factors that led to the successes or failures of these particular presidents. The paper provides the writer's personal opinions.
From the Paper "The modern presidency is an office that requires many skills and abilities to successfully fill. From emotional intelligence to vision, to public communication to political skill, from emotional intelligence to cognitive style and abilities, to decision- making skills to problem-solving skills, to having challenges that an agenda is needed to solve, all of these skills are needed for a modern presidency conducted by any president to be considered successful."
