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Taking Advantage, 2002.
A study on the use of fallacious argument in advertising today.
960 words (approx. 3.8 pages), 5 sources, MLA, $ 34.95
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Abstract
This paper examines the use of fallacious argument in advertising today. It describes that consumers must be critical and aware of the facts presented by the advertiser and that advertising as a whole, is one with many gray areas-and should be treated as such. The author writes, because the power of advertising-the power of words, images, context, and connections-has become so fully developed, it remains imperative that the public view advertising critically to determine its veracity before accepting the ad's messages.
From the Paper
"Advertisements are prolific in today's consumer-based world. Indeed, so important is the construction of effective advertising that many corporations and agencies utilize plethoric methods and strategies to make their ads successful. This does cause a problem: many of these are tainted with fallacy and exude false innuendo, thus "misleading or confusing the public" (U-Haul Intern v. Jartran, 1994). Because the power of advertising-the power of words, images, context, and connections-has become so fully developed, it remains imperative that the public view advertising critically to determine its veracity before accepting the ad's messages. "
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The Soft Drink Industry, 2002.
A study of the soft drink industry in the United States and an indication of how it affects the U.S. economy.
3,800 words (approx. 15.2 pages), 28 sources, MLA, $ 104.95
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Abstract
This paper is an analysis of the soft drink industry, outlining the contribution of the major brands to the U.S economy and how the industry is categorized. This paper also discusses the market structure -how it operates, and various marketing strategies of the different soft drink industries.
From the Paper
"The soft drink industry is perhaps one of the most comprehensive as it identifies with other kinds of industries. The extent and expanse of the industry is insurmountable due to the fact that it is responsible for bringing in high level of revenues and provision of economic stability in the country. Yet it is also one of the most controversial due to the competitive environment it maintains. Researches indicate the carbonated soft drink industry is not only vast but its potential to growth is also on going. However, whether the growth is phenomenal or stagnant will be analyzed in the following sections."
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Smoking and Youth, 2002.
This paper examines the issues surrounding the tobacco companies continued targeting of youth in its marketing campaigns.
755 words (approx. 3.0 pages), 1 source, MLA, $ 26.95
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Abstract
This paper reviews an article by Greg Winter that appeared in the "New York Times" about a major tobacco company's violation of the rules against marketing cigarettes to youth. The writer details how R.J. Reynolds and other major tobacco companies disregard court rulings that disallow the targeting of youth in their advertising campaigns. The various violations are detailed as are the ramifications that they have on the health of today's youth as a result of cigarette smoking. The paper discusses some of the issues that nurse practitioners can address when faced with young smokers. These include the discussion of the long-term effects of smoking and the distribution of materials about the dangers of smoking in order to educate both youths and parents. The paper also details the articles views about the reckless disregard that the tobacco companies and their advertisers have for anything but the increase in profits.
From the Paper
"This has major healthcare implications. The young people targeted in such campaigns may be easily convinced and not have the maturity to resist the campaigns. Considering the addictive nature of cigarettes, these young people may find themselves addicted before they are mature enough to realise their mistake. This leads to a situation where more of the population is smoking. For the healthcare practitioner, this means they will come into greater contact with smokers and smoker-related health problems."
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Sexism in Advertising, 2002.
A paper which discusses sexist and offensive messages in advertisements.
1,300 words (approx. 5.2 pages), 4 sources, APA, $ 43.95
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Abstract
The paper provides an overview of the topic of sexism and offensive messages in advertisements. It points out that the average American views up to 3000 advertisements a day and therefore the messages that come across have a huge impact on the viewer. The paper uses the example of De Beers diamond ads as an example of sexist advertising and offers suggestions, such as boycotting products, as a means to control offensive messages.
From the Paper
"The ways in which women are stripped of their individuality through traditional advertising tropes can be seen in a DeBeers billboard that was recently easily spotted when driving on local freeways. What is so striking about this ad is that it manages to be offensive and sexist without actually portraying any women at all. But by trading on sexist stereotypes that should be long dead (or rather, should never have existed in the first place but most certainly have no business being brought in to play now) it qualifies as a perfect example of how are inundated with messages in the mass media that diminish women in a way that should make us all ashamed."
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"Absolut : Biography of a Bottle" by Carl Hamilton, 2002.
This paper examines the marketing and advertising strategies for vodka as set out in the book "Absolut : Biography of a Bottle" by Carl Hamilton.
1,020 words (approx. 4.1 pages), 1 source, MLA, $ 36.95
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Abstract
This paper analyzes the book "Absolut : Biography of a Bottle" by Carl Hamilton and discusses the story of how Absolut Vodka emerged as an unknown product and with a unique marketing strategy managed to conquer the United States market.
From the Paper
"The first step in the story is the proposal Gunnar Broman, head of Sweden's top advertising agency, made to New York executives in 1978. At this time the belief was that all good vodka came from Russia. In reality, vodka had been being produced in Sweden for centuries, but the cultural belief in America was that vodka came from Russia."
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Product Launching, 2002.
A discussion about factors which need to be considered before launching a new product.
1,340 words (approx. 5.4 pages), 7 sources, MLA, $ 45.95
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Abstract
Developing and introducing a new product requires several marketing considerations. This paper presents the many negative factors to product development that must be dealt with. It also examines several factors that promote successful product development. Finally, product positioning and pricing are also shown to be important considerations. Microsoft and Apple-Macintosh are used as examples.
From the Paper
"One of the negative factors is uncertainty. This is especially true if the product is not only a new product for the organization but also a new product for the industry. One example that shows this is the computer software industry. The uncertainty is present because of its nature as a new and pioneering industry. The industry is rapidly changing and companies in the industry must be continually innovative and make decisions based on limited information. There is no certainty in this industry that a successful company will remain successful. To give an example, we can consider Apple-Macintosh. Apple-Macintosh had first-mover advantages as the first to develop a graphical user interface and their technology was ahead of Microsoft's, yet despite this Microsoft became the market leader. This is an example of how the maker of the best product is not necessarily the market leader in emerging industries (Burke, Condron, Conroy, Knol & Nolan.)
"The second negative is the high cost of product development. The high cost means that organizations developing new products need to get a return on investment that justifies this high cost."
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"The Gap", 2002.
An analysis of the marketing strategy of clothes retailer, "The Gap".
1,735 words (approx. 6.9 pages), 17 sources, MLA, $ 56.95
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Abstract
"The Gap" is among the most successful retailers in the North American market, with sales of over $13.8 billion in 2001 and close to 4,500 stores worldwide. This paper provides a historical picture of "The Gap's" marketing strategy over the years, analyzes the strengths, weaknesses and outcomes of the approach, and describes recommendations for improvement.
From the Paper
"The Gap has had a number of innovative successful advertising campaigns. The 1988 "Individuals of Style" image campaign was extremely successful (Sommers, et.al., 1998) in promoting its basic clothing and illustrating how individuals could personalize the merchandise. This campaign featured black-and-white photos in print and outdoor ads. This campaign was replicated in 2001, but did not receive the degree of popularity and media attention that the earlier version received. The 1997 "Khakis Swing" campaign provided another successful advertising endeavor through television ads that were complemented by print ads in a similar style. According to a USA Today poll (n.d.), approximately one-third of all respondents polled gave the campaign the highest possible rating for likability and effectiveness, ten percentage points higher than the average."
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Smoking Youth - Not Just an American Habit, 2002.
A look at the phenomenon of teenagers who smoke and international programs seeking to put an end to this trend.
3,255 words (approx. 13.0 pages), 14 sources, MLA, $ 93.95
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Abstract
This paper presents a detailed examination on the problem of adolescent smoking on a global basis. The writer takes the reader on an exploratory journey that outlines the causes of youth smoking and discusses programs that are in place to prevent its occurrence. In addition the writer provides a discussion on the effectiveness of such programs.
From the Paper
"In the last several decades the world has discovered the truth about the perils of smoking tobacco. There is little doubt that the habit contributes to lung cancer, emphysema, chronic bronchitis, asthma and many other disorders. There have been numerous studies conducted on the perils of smoking and the reasons people continue to do it and the conclusion often points to the addiction being acquired in adolescents. Adults know on an intellectual level that they should not smoke, but often times by the time they reach adulthood they have already been smoking for several years. Adolescents know they should not smoke, but they have the disadvantage of believing they are invincible. Smoking in adolescents is not exclusive to America. It is a worldwide problem in which many nations are scrambling to find a solution."
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The Value of Malcolm Gladwell's "The Tipping Point" to a Marketing Practitioner, 2002.
This paper reviews the implications and importance of the social environment on organizations, markets and brands.
1,145 words (approx. 4.6 pages), 1 source, MLA, $ 39.95
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Abstract
This paper is an analysis of Malcolm Gladwell's,"The Tipping Point- How Little Things Can Make A Big Difference." It reviews the different theories posited in the book about how to market a product, the different factors that need to be considered when bringing a new product to market. Using examples from the book, the paper looks at what triggers were involved in turning around the images of Kentucky Fried Chicken and Hush Puppies. The paper suggests the ability to manipulate the 'tipping point' was key to their successful turnaround.
From the Paper
"Yet another thought is that if social trends start slow and then pick up in momentum to become a tidal wave, marketers can well prepare for an anticipated 'tipping point' by laying the ground for it in advance. Suppose, for example, socio-cultural forecasts predict an overwhelming increase in teenage boys who think 'violence is uncool' and that 'true machismo lies in outwitting and outmaneuvering your opponent'. As a marketing manager of an entertainment brand such as a TV network, or video games, one could well prepare for such an eventuality by slowly and steadily bringing in at first, niche programming, that offers intelligentsia games and increasing the marketing weight behind such products as the trend favoring such type of entertainment increases. By doing so, it would be possible to be ready for 'the tipping point.'"
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Media's Influence on Americans' Diet, 2002.
A paper which explores the extent of the media's role on Americans' eating habits.
1,160 words (approx. 4.6 pages), 6 sources, APA, $ 39.95
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Abstract
A paper which explores how the media contributes to the bad eating habits of the American people. It examines issues such as advertising, projection of the "cool" or perfect image, targeting of children, dental problems and health issues. The paper also discusses ways in which the media can be used to deliver positive and educational messages.
From the Paper
"Children are an easy and promising market. According to MediaQuotient research, an American child watches TV for 25 hours a week; some of the children have television set in their bedroom, where they can spend time relaxing in bed watching their favorite cartoon with an ice cream gallon in hand. Families also often have their television on during meals, as 18% of the participants say always, 22% say often, and 26% do it sometimes, showing that much of the time they are exposed to TV shows and commercials."
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Sex in Advertising, 2002.
This paper looks at the reason advertisers use sex to sell their products.
1,165 words (approx. 4.7 pages), 5 sources, MLA, $ 40.95
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Abstract
The writer looks at overt and covert advertising in order to give the reader a solid understanding of the basic theories that are used to sell products. The writer talks about the different places that new forms of advertising have been tested and show how these are used successfully to entice people to buy a specific product. According to this paper, sex is used in almost every type of advertising and its effect on today's youth is immense. The use of sex in advertising is not new, but the overt nature of it is, something, that this writer feels has now take on a life of its own and is having a negative affect on many people's self-image. The role of sex in today's society and as a result its influence on today's younger generation, is the message that this writer is trying to communicate.
From the Paper
"Advertisers will embed the word, "sex," in a magazine picture that is not perceived by the human eye or will superimpose pictures of sexual objects on objects like ice cubes and it is not noticed until this is pointed out to people, they will not perceive this either. (Key 9 - 12)
Whether or not subliminal advertising works is still a matter of debate.
Should sex be used in advertising? No! CNBC had run an ad that showed scantily dressed women, an ad for a topless club."
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The Truth Behind Fast Food Advertising, 2002.
This paper analyzes the duplicitous nature of advertising in the fast food industry, focusing on the advertisements of three multinational fast food companies, McDonald's, Kentucky Fried Chicken and Long John Silver.
2,125 words (approx. 8.5 pages), 8 sources, MLA, $ 66.95
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Abstract
Fast food advertising has been allowed to profess anything, from the 'healthy quality' of their food to the food company's contribution to homeless kids. While fast food giants are quick to take any of their detractors to court for any erroneous allegations made by members of the public, it doesn't stop these same companies from committing libel themselves through their promotions. However, most fast food companies steer clear of making outrageous claims such any health benefits, preferring to concentrate on marketing their service's convenience, economy and perceived lifestyle. This paper endeavors to highlight this discrepancy in the industry and showcases three fast food companies and their advertising efforts in that regard.
From the Paper
"Fast food outlets have become the messiah for the millions of people out there who don't have more than five minutes to spare in grabbing a bite to eat or for the millions of mothers desperate for one night of not cooking dinner for the family. There is certainly a lot to choose from. All one has to do is switch on the television, turn on the radio, go to the cinemas or even walk down the street. People from all walks of life are bombarded each and every day with jingles and gimmicks and catchcries, inviting the consumer to partake of their fried or greasy menu. Some appeal to the consumer's need for convenience, others appeal to the consumer's economic constraints, and others appeal to the consumer's perceived utopian lifestyle. Some even go so far as to appeal to the consumer's interest in healthy eating. But are these appeals from fast food conglomerates based on truth or are they just trying to beef up their profits duplicitously? This paper endeavors to explore some claims that fast food companies have made in the past through their advertising. Three fast food giants will also be held under the microscope and studied for any evidence of duplicity through their advertising."
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Advertising and Propaganda Messages in Marketing and Media, 2002.
This paper presents the definitions and concepts surrounding advertising and propaganda.
1,180 words (approx. 4.7 pages), 2 sources, APA, $ 40.95
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Abstract
The following paper discusses the elements of successful communication, effective advertising, and the factors that cause information to cross the line into propaganda.
From the Paper
"Communications strategies are concerned with the planning, implementing and control of persuasive communication with customers or potential customers. The strategies are the plan and the tactics are the action. Advertising is a strategic persuasion consistent with the objectives of the person or entity sponsoring this communication.
Advertising is mass communication that is paid for. It is the most visible element of the marketing mix; it ha the broadest potential reach of all forms of commercial persuasive communication.
Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It performs the same general role of all communications as a whole: it informs, creates awareness, attempts to persuade, and reinforces buying behavior of present customers. It can also play a major role in positioning a company or its product(s)."
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Advertising, 2002.
The following paper examines how different advertising techniques appeal to different consumers, which in turn causes the consumer to buy the product.
1,200 words (approx. 4.8 pages), 3 sources, MLA, $ 41.95
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Abstract
This paper compares the contrasting, yet similar, advertising techniques of two ads, one for Copenhagen smokeless tobacco in Popular Mechanics and the other for Harley-Davidson motorcycles in Sports Illustrated's annual swimsuit issue. The writer contends that It is up to the ability of the individual, and subject to his susceptibility of media messages, to decide how valid these messages are to him and his own life and self-perception.
From the Paper
"Advertising informs consumers, improves the quality of goods offered, makes entertainment and new programming possible, gives new brands a change and lends to the synergy of a free market to generate economic benefits by encouraging consumer and commercial spending and investment. Advertising is a valuable part of the marketing mix in most free market economies, and especially so in today's context ..."
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Social Context of Language in Advertising, 2002.
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.
1,354 words (approx. 5.4 pages), 4 sources, MLA, $ 45.95
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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."
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