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Cigarette Advertising, 2008.
This paper analyzes cigarette advertising in Canada, especially the ethical aspects.
1,455 words (approx. 5.8 pages), 3 sources, MLA, $ 48.95
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Abstract
This paper explain that, when strategically analyzing cigarette advertising in Canadian, emphasis must be placed upon what could realistically be achieved given the range of conflicting interests of all of the stakeholders in this debate. The author points out that the Supreme Court of Canada in the mid-1990s struck down a carefully crafted Canadian government policy, which radically restricted advertising by tobacco companies. The paper stresses that any successful advertising strategy must form a balance between utility and rights. The author relates that the concept of rule utilitarianism is a normative ethical model that provides us with some guidance in developing a strategic approach. The paper states that this model suggests that the advertising must not only be considered in terms of pure utility but also in terms of what is practically achievable given the complex range of interested stakeholders.
From the Paper
"Within these parameters, a strategic approach would balance the utility to the Canadian public from less tobacco promotion with the rights of freedom of expression of the tobacco companies to sell their products. It would be likely, for example, that the courts would consider a ban on advertising in media where it may be easily encountered by minors/children to be an acceptable limitation on the tobacco companies' freedom of expression. For example, cigarette advertising could be banned from television, movies and radio, as these media have a considerable youth audience."
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Persuasion Techniques in Advertising, 2008.
This paper analyzes the persuasion techniques employed by two advertisements - a print ad for Revlon Limited Edition and a print ad for Crest Renewal Whitestrips.
1,382 words (approx. 5.5 pages), 2 sources, MLA, $ 46.95
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Abstract
This paper examines and compares two advertisements - a print ad for Revlon Limited Edition and a print ad for Crest Renewal Whitestrips. The paper discusses the visual elements of the ads and the persuasive techniques that they both employ. It then looks at the meaning of the ads and the statements that they make to the viewers. Finally, the paper discusses the assumptions about human behavior that the ads make.
From the Paper
"Both ads are based on certain assumptions about human behavior and especially about what women want and how women behave. These assumptions may be true in a society that places a high value on looks, though the value of these attitudes can certainly be questioned. They are not questioned at all in these ads, and the advertiser is relying on them not being questioned by most people looking at the ad. It is assumed that the women looking at the ads want to be seductive and want to hide their age, and the products are then offered to enable them to do just that. The ads use images and copy to link the product to a desired end and imply that there is no other way to reach that end. The ads suggest that the women pictured in both ads only achieved the same end by using the product, though logic would suggest otherwise. The two women in the Revlon ad are beautiful because they are beautiful, not because they use Revlon, and the woman in the Crest ad looks young because she is young and not because she has whitened her teeth with Crest strips."
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Adidas' "The Impossible is Nothing" Advertising, 2008.
An analysis of the style, presentation, appeal and targeting of Adidas' "The Impossible is Nothing" advertisements.
2,565 words (approx. 10.3 pages), 7 sources, MLA, $ 77.95
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Abstract
This paper analyzes "The Impossible is Nothing" advertisement in which Adidas employs David Beckham, the English football star and international sports icon. The paper discusses the primary and secondary targets of the advertisement and how Adidas is successful in targeting them. It also describes the style and artistic composition of the advertisement, the symbols it employs and its intellectual appeal. In addition, the paper discusses the advertisement's format and presentation and how successful it is.
From the Paper
"This marketing campaign will be very effective at changing and shaping the perceptions of the audience because its message is universal. That life presents challenges and impediments to all people regardless of income, sports star status, and image. The message is that everything is impossible is nothing is ever attempted. Regardless of outcome Adidas has crafted a message that does not emphasize winning or losing but rather the act of attempting something impossible just for the sake of doing so even when the outcome is recognized to perhaps not result in riches or even in success. The idea is that the attempt is worth the effort and Adidas wants to be the shirt or the shoes or the equipment that the consumer has on when attempting the impossible regardless of outcome."
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Old Spice Magazine Advertisement, 2008.
A cultural psychological, and marketing analysis of an Old Spice magazine advertisement.
2,600 words (approx. 10.4 pages), 7 sources, MLA, $ 78.95
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Abstract
This advertising study aims to identify the cultural, psychological, and marketing of "desire" that arise within an advertisement for Old Spice. The paper focuses on a specific magazine advertisement for Old Spice and discusses how it markets "desire" to its audience. The paper discusses whether this form of advertisement is effective for the specific product of Old Spice.
Table of Contents:
Introduction
Section I: The Culture of Desire: Old Spice as a "Classic" Brand
Part II: The Psychology of the Macho "Experience" in Advertising
Marketing Old Spice To Younger Males with Brand Name, Language, and Value-Based Assessments
Conclusion
From the Paper
"Desire is the central marketing device used in this market strategy, which can only explain the main reasons why Old Spice chose this image through a magazine medium. The emotional and intellectual appeal of this type of marketing is attempting a modern stylization of a classic theme that is attempting to revitalize a brand name that is currently out of synch with mixed-gender norms. The intellectual factors involved in the use of desire to stimulate an audience is the refinement of the vehicle and the normative corporate appearance of the man climbing out of it. This type of desire is geared toward a feeling of security and refinement even though there are few men in the world that can actually drive and command such a vehicle. Without the product actually being shown in the Ad, this differentiates Old Spice from other competitors, but does not adequately persuade the audience merely because of the products traditional classic appeal. The market vale-base of the product certainly would attract the desire of upper age bracket customers, but the attempt at finding a younger, more sophisticated male audience through machismo is highly contradicting the cultural, psychological norms of the early 21st century."
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Influence of Advertising, 2008.
This paper studies the influence of advertising on the public.
2,500 words (approx. 10.0 pages), 13 sources, MLA, $ 75.95
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Abstract
In this article, the writer notes that evaluating the influence of advertising on the public is a very important aspect of business in today's intensely competitive global market. The writer points out that businesses spend hundreds of millions of dollars on advertising in order to establish and maintain a customer base and therefore need to know whether their huge advertising budgets are producing effective results. The writer maintains that unfortunately for advertisers, the public is becoming increasingly resistant to ads, so the advertising industry is struggling to develop new marketing approaches which can promote products without alienating consumers.
From the Paper
"In more general terms, inducing a positive mood in consumers and generating a positive affective response have been found to increase favorable attitudes toward the ad. Numerous studies have indicated that the time consumers spend viewing an ad, and their attitude toward the brand being advertised, directly influence their behavior and can produce positive reactions.
"Regulatory fit is always important in advertising and marketing, for consumers make different purchasing decisions depending upon their specific wishes and needs. The reliability of a product may be the primary consideration for one consumer, while another customer may consider the design of the product to be the most important factor."
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A Molson Beer Advertisement: "I am Canadian", 2008.
An analysis of the Molson Beer advertisement "I am Canadian" with regards to advertising strategy.
4,330 words (approx. 17.3 pages), 6 sources, MLA, $ 114.95
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Abstract
This paper examines advertising and the art of persuasion used in the Molson Beer advertisement "I am Canadian". It asserts that beer advertisements typically employ a marketing campaign that uses sexual innuendo, such as pretty girls to sell their products. It points out however, that the Molson beer ad uses a different mechanism, which centers on nationalism and cultural determinism, rather than on the common persuasive tool of sex to market the product. The paper concludes that the ad's strong emotional appeal, embedded within a social and cultural context, makes for extremely unique and effective advertising.
Outline:
Introduction
Defining the Target Audiences
Molson Beer Advertisement: Style, Appeal, and Strategy
Relationship Between Verbal and Visual Content
Meaning and Value in the "I Am a Canadian" Ad
Prevalent Symbols Displayed in the Ad
The Role of the Molson Ad
Emotional and Intellectual Appeal of the Ad
Crucial Aspects of the Molson Canadian Advertisement
Building Relationships and Trust with the Consumer
Is the Ad Memorable?
From the Paper
"The Molson ad was in the form of a rant, which added to its overall success. The verbal style of the ad was to outline some of the major facets of Canadian culture and present them as something that individuals should feel proud of. It is interesting to note that the ad also focused on stereotypes of Canadians by Americans, and focused on dispelling some of these myths. There was also, the presentation of issues surrounding American lifestyle, and a comparison of how Canadians supposedly completed these actions differently and more effectively. Lines like "I believe in peace keeping, NOT policing. DIVERSITY, NOT assimilation", posit to the fact that the ad was trying to show the clear difference between the two cultures and was trying to evoke a sense of national pride with these statements."
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The Cultural Semiotics of Animation, 2008.
An analysis of the use of animation in pop-culture devices such as advertising.
1,269 words (approx. 5.1 pages), 5 sources, MLA, $ 43.95
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Abstract
This paper analyzes the relationship between cultural semiotics and animation within the context of anthropology. It specifically looks at the use of animation in pop-culture devices such as advertising and marketing material. The paper also discusses the complexity of animation, as a system of communication and the use of semiology in artistic endeavors, such as communication.
From the Paper
"The level of communication taking place within contemporary animation is often equated to the subtext within semiotic constructs. Beasley and Danesi describe this sub-textual transfer of meaning as being connotative in nature and often relying on associative chains where meaning or signifier is established through storylines (104). Barthes clearly provides the theoretical foundation upon which animators, as indicated by Beasley, Danesi, and Ohmann, develop their unique language constructs that both rely on cultural associations with meaning as well as develop new cultural queues that became part of the popular folklore such as Red Bull's business man and pigeon animation. Yet, other researchers argue that contemporary animation is nothing but a retelling of existing myth that resonates culturally with the societies."
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The Ethics of Advertising to Children, 2008.
A discussion of the ethics of advertising to children.
2,630 words (approx. 10.5 pages), 9 sources, MLA, $ 79.95
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Abstract
This paper looks at that question of whether advertising directed at children is ethical. It points out that the amount of advertising targeting children continues to grow. Children view an estimated 360,0000 advertisements on television before graduating from high school. The paper also claims that, not until the early 1970s, was advertising directed at children seen as a problem in the United States. The paper argues that, although studies show that children under the age of seven cannot distinguish the difference between an advertisement and fact, there is little if any regulation of advertising directed at children within the United States. The paper compares the US to other countries, which have adopted the philosophy that advertising directed at children is immoral and have stepped in with varying levels of regulation. The paper concludes that, regarding television, it is unlikely there will be any restrictions placed on advertisers; however, with the proliferation of sites such as MySpace, YouTube, blogging, and other future technological advances to the Internet, there may eventually be a public outcry for more stringent regulations.
Outline:
Introduction
History of Advertising & Advertising to Children
Advertising and Its Impact on Children
Why So Much Emphasis on Advertising to Children?
Notable Examples of Advertising to Children
The Regulation of Advertising
Regulations in Other Countries
How Likely Change Is in the Future & Conclusion
From the Paper
"In the US, there are currently few policies or standards for food advertising and marketing aimed at children. The advertising industry maintains self-regulatory policies established by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus. CARU's guidelines apply to all forms of children's advertising, but it has no legal authority over advertisers and can only seek voluntary compliance. CARU has a group of about 20 advisors and 35 supporters, many of whom are from the food industry, such as Burger King, Frito-Lay, McDonald's, General Mills, Nabisco and Hershey. The CARU voluntary guidelines list seven basic principles, which address areas such as product presentation and claims, endorsement and promotion by program characters, sales pressures, disclosures and disclaimers and safety concerns."
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How Hennessy Creates Desire, 2008.
This paper looks at Hennessy's urban advertising campaign and discusses how the company creates desire among consumers.
1,028 words (approx. 4.1 pages), 6 sources, MLA, $ 36.95
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Abstract
In this article, the writer notes that Hennessy currently targets young African-American men. The writer points out that a smaller aspect of the campaign is targeted at young African-American women. In both cases, the target audience is urban and professional. The writer maintains that the lynch pins of this campaign are the successful hip-hop performers who have taken a liking to cognac. This essay examines the means by which Hennessy has created a desire for their products among young, urban, African-American professionals.
From the Paper
"This being the case, the campaign's style has kept close to what is already seen among the self-made performers: photo spreads of carefully groomed, well-heeled African-American men. The pictures are distinctly glamorous, sometimes even iconic, yet always masculine, as whisky is a traditionally male drink and hip-hop is a male-dominated form of music. The masculinity of the photos is always balanced with requisite elegance.
"This is because the hip-hop artists who have been popularizing Hennessy's products have become more and more interested in elegance since they hit the big time. Compare Snoop Dogg's original gangster/jock look from the time his became mainstream viewing."
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Coca-Cola and Pepsi Cola: The Market Share Struggle, 2008.
An explanation of the struggle between Coca Cola and Pepsi Cola and the marketing techniques adopted.
890 words (approx. 3.6 pages), 9 sources, MLA, $ 31.95
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Abstract
This paper presents an overview of the ongoing struggle between Pepsi-Cola and Coca-Cola to dominate the marketplace. The author describes the marketing and advertising campaigns adopted by both companies and the ensuing results.
From the Paper
"One of the largest areas of penetration that the two companies have achieved is in competition for exclusive sales rights on college campuses. Under one contract, Pennsylvania State University accepted $14-million for a 12-year contract to make Pepsi-Cola the exclusive soft drink sold on campus. In the fierce competition for college rights, Coca-Cola and PepsiCo are expected to spend over $600 million per year for exclusive rights on various campuses. (Van der Werf A41)
"Universities and colleges now often ask for payments in the form of gifts to scholarship funds or projects to renovate buildings or build new ones, hoping to tap various corporate accounts and increase their receipts, although such tactics raise concerns about colleges tying themselves too closely to sponsors. Schools have also sought increases in commissions they receive for on-campus soft-drink sales, sometimes going from 15 percent to 65 percent. Despite concerns about potentially alienating sources of public funding, and questions about university ethics and consistency with teaching about free-market economics while awarding monopoly contracts, cash-starved public universities are the key targets of major companies seeking high-profile schools been the most aggressive at seeking corporate support. The biggest single soft-drink contract is a $28-million, 10-year contract between Coca-Cola and the University of Minnesota. The University of Illinois at Chicago won a deal from Pepsi paying the school some $6.5-million over l0 years. (Van der Werf A41-42; Marcus 12)"
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Social Class and Cultural Products, 2008.
An analysis of the significance of social class and race to advertising and marketing of consumer products.
2,174 words (approx. 8.7 pages), 6 sources, MLA, $ 67.95
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Abstract
This paper argues that cultural products we produce and consume today have connections to a particular social class. The paper discusses the concept of class in relation to culture and concludes that race is significant whenever one discusses advertising in global societies because race is still another tool to be used by (Western) advertisers to market a line of products through the individual endorsing those products.
From the Paper
"Finally, race is significant whenever one discusses advertising in global societies because race is still another tool to be used by (western) advertisers to market a line of products through the individual endorsing those products. Suffice it to say, Tiger Woods - by virtue of the fact that he is not "white" but an aggregation of different ethnicities and races - is a man whose racial identity does not so much make him unique but, lamentably, makes him just another item that can be utilized to appeal to consumers throughout the world in a global economy. In a real sense, race in this instance is meaningful because Tiger Woods is used (has arguably always been used) as a pawn in the homogenizing march of western-based globalization and consumerism over the entire world (Yu, 203-207). In the final analysis, the cultural products we consume each day are often rife with socio-economic and racial associations - and race can be used to turn a "white" cultural product (Nike shoes, for example) into something that others from different ethnic and racial backgrounds will endorse."
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Advertising and Women, 2008.
This paper looks at body image, female sexuality and debt within the field of advertising.
1,692 words (approx. 6.8 pages), 13 sources, APA, $ 54.95
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Abstract
This paper examines advertising and how it impacts women in three ways: body image; sexuality; and consumer spending habits. Specifically, the writer argues that advertising has been - and continues to be - shaped by stereotypical depictions of the two genders, and that women remain faced with a popular media that glorifies unhealthy body images at the same time as it sexualizes women and impresses upon them the sense that they need to dress and act a certain way in order to be "true" women. Finally, the paper looks at how consumer advertising has placed women in a position where they are now expected to consume both like women - and like men.
Outline:
Abstract
Introduction
Advertising and women: Body image
Advertising and Women: Sexuality
Advertising and women: Debt
Conclusion
From the Paper
"Advertising in America and throughout the western world impacts women in many ways - most of them negative. In the pages that follow, the impact of advertising upon women in the realms of body image, sexuality, and consumer impulses will all be discussed, with the general argument being raised that advertisers seize upon female insecurities and self-perceived inadequacies in order to make money - even if the process ends up sparking eating disorders and psychological disorders among young and old females. In the end, women need to appreciate that advertisers are not interested in social welfare but in making money - often by appealing to shop-worn notions about gender roles."
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Advertising and Stereotypes, 2008.
A look at the impact of mass media on people's attitudes and behavior.
1,110 words (approx. 4.4 pages), 8 sources, MLA, $ 38.95
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Abstract
This paper examines the importance of advertising in today's society and analyzes the representation of gender, race, sexual orientation and age in today's TV programs and, in particular, in advertising on TV. The paper argues that gender and racial inequality and stereotyping of race, gender, age and sexual orientation are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising is a powerful tool in the consumerist culture and that many corporations depend heavily on advertising for profit.
From the Paper
"Advertising is very important in today's society, if only simply because it cannot be avoided. Ads are everywhere: in obvious places such as on TV, in movies, on billboards, the Internet, but also can be found in the most unexpected places: on people clothes, cars, etc. Sometimes we are not even aware that something is being advertised. Ads are a major part of mass media and the mass media is important to advertising because it has a great advantage of being able to reach a large number of people in a very short time. Advertising is sophisticated, very well thought through and a lot of money is spent on it. "
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The Dog Food Industry, 2008.
An analysis of the factors that are taken into consideration in the marketing of dog food.
1,567 words (approx. 6.3 pages), 10 sources, APA, $ 51.95
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Abstract
This paper discusses the history and developments of the dog food industry. It specifically focuses on the history of dog food companies and their marketing strategies. The paper then discusses the strengths and weaknesses of the major competitors within the dog food industry. Finally, it looks at the role of culture and the effect that it has on the marketing of dog food.
Outline:
History
Recent Developments
Strengths and Weaknesses of the Major Competitors/Top Brands
Different Consumer Segments
Role of Culture
From the Paper
"The Canadian pet food industry is strong as evidenced by the fact that Canada was the 12th country in the world pet food exports in 2004 (Food and Agricultural Organization, 2006). The Canadian dog food market has recently witnessed the growth of unique pet foods. (Bennett, 2007). The overall analysis of the market shows two new major lines of products as well as the popularization of special foods. The two new lines of dog food products include the food sauces and oral hygiene chewing treats. The food sauces are designed to improve the taste of dry food and make the same food taste differently on daily basis. They are developed in such a manner to complement the nutrition value of the dry meal. The oral hygiene treats are aimed at improving dog's dental care. Even though they do not replace regular teeth brushing, they are a great and easy to apply supplement. This product is manufactured by major dog food companies (see further below) as well as the specialized ones, like Virbac in the USA. The development of special foods is likely connected to the raising awareness of food quality in humans (Roberts, 2006). As Tarnowski (2006) sums up this trend: "'Natural', 'functional' and 'healthy are three key factors driving pets food sales in America today - a direct result of the 'humanization trend" (pg. 72). This not only increased the quality of dog food as well but also led to the development of food specially designed for, for example, overweight dogs, dogs with reduced activity, and those with stomach problems."
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Demand and Supply in Relation to Cigarette Smoking., 2008.
An economic analysis surrounding the issues of habitual smoking.
830 words (approx. 3.3 pages), 1 source, MLA, $ 29.95
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Abstract
This paper analyzes issues connected to tobacco use in which the author has focused on microeconomic principles surrounding demand and supply. After analyzing the cigarette market and economic growth the paper creates a logical and coherent model that explores the issue of cigarette consumption. The author has included graphs and diagrams to support the discussion.
From the Paper
"The analysis below presents issue surrounding tobacco use. Everyday I see people smoking cigarettes, and sometimes wonder about using economic analysis to explain this habit. Some may argue that it's a social issue and as such its analysis should fall within the realm of other social sciences rather than economics. Nevertheless, after perusing the chapters of the text, I have been able to use the concept/tools from the economics text to analyze this issue. I have presented the findings below. The analysis focuses on microeconomic principles surrounding demand and supply, and focuses on smaller individual units, since tobacco use is best analyzed within that realm, rather than the broader aggregates that macroeconomics would explore (Miller 3).
"Economics refers to how best to use limited resources to satisfy unlimited once, and centers on the issue of scarcity. That is, because there are limited resources, individual have to make choices, by making choices, there are trade-offs, the cost of the next best alternative after a choice is made, is called the opportunity cost of that particular action (Miller 2)."
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