...advertisement created by Old Spice Body Wash was an interesting way to not only market their product but it was also comical and entertaining to their audience in such a way that it will not be forgotten by the viewers, thus making it quite popular around the world. In this short to the point ad, it has the audience engaged right off the bat with superstar NFL football player Isaiah Mustafa shirtless showcasing his desirable muscular physique and speaking in a deep projected masculine voice directly telling the audience with full eye-contact that he’s “The man your man could smell like.” In a span of 30 seconds, the Old Spice Guy was able to gain popularity and also spread awareness all around the globe about the product that was being advertised. There are many reasons as to why this ad has gained so much popularity in recent years, and it’s not hard to see why. It is a very short ad that gets straight to the point and is rather easy to share and spread around the world. Another thing that the creators did well was the emphasis on humour. Generally, when we see an ad while watching T.V. and find it hysterical and humorous, we will proceed to search it online to view it and show it to friends and family. The main issues in this ad is the gender stereotypes that is easily noticeable, such as the idea that women like a masculine good looking male who smells good and a man who wants to feel manly and dominant like the Old Spice Guy portrayed in the ad...
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...A Comparison and Contrast of Gender Stereotypes in Advertising According to a study conducted in 2005 by Nielsen Media Research, the average American watches over four hours of television per day and 25% of that hour is comprised of advertising. This gives advertising companies a captive audience to include men, women, young, and old. Turn on the children’s channels and there are ads for juice boxes and the newest toy; turn on the sport network and there are advertisements for beer and beef jerky; turn on the entertainment channel and there will be advertisements for feminine products and shampoo that make claims to leave hair voluminous and shiny. While both men and women are subject to product advertising, it can be expected that the advertising companies use general gender stereotypes to line their pockets and sell products. Simply turn on the television for 20 minutes and you will likely find a plethora of advertisements that use gender stereotyping. Now, take for instance the following scenario, “Girl’s Night Out”, a common tradition for young women in their 20’s and 30’s. Get the girls together and hit the town on a Friday night; dawn a new pair of stilettos and a cute skirt and off to the bar for some cocktails! The women are grouped together; catching up on the latest gossip and here approaches the token tall, dark, and handsome man to steal away hearts. Sounds like the picture perfect evening out. Isn’t this what every 20 or 30-something, single woman’s dreams...
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...In modern society, advertising is used as a powerful tool to communicate a message. But it is more than simply selling a product. Advertisers not only just sell products, they sell ideals, values and normalcy. They also help to create or express consumers' identity, including gender (Van den Bulck, Van Hellemont 623). Gender roles are defined as the behavioural patterns indicating to others you are a male or a female. In other word, this is also linked to masculinity and femininity. In North America, advertising labels masculinity with traits such as dominance, assertiveness and independence. In contrast, we have femininity in which advertising labels as passive, beautiful and co-dependant. These two images advertisers try to paint normalize the stereotypes of different gender roles. Different companies use different strategies to sell products and encourage consumers to part with their hard earned money. Advertising reinforces particular gender norms. Through an analysis of a case study of anti-aging cream aimed towards women, this paper will argue that all advertising fundamentally plays on dominant ideologies to make people believe that in order to be “normal” or “successful”, they must buy product X. In particular, it will focus on how dominant norms surrounding masculinity and femininity are encouraged. These norms suggest what is considered an acceptable male and female appearance. It will also focus in particular on gender norms which female attractiveness is above all...
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...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
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...According to Walter Fisher, storytelling is a perfect example of human nature. The easiest way to comprehend human communication is through storytelling. He believes that as long as a story being used to communicate is interesting and exciting to the receiver, facts and evidence fall wayside in favor of a compelling story. Per this theory, advertising is composed of an intention to persuade through entertaining storytelling rather than a rational collection of facts and arguments. Most aspects of advertising fall easily into this paradigm. People love to gather and gossip regardless of how factual the information they are being told is. Everyday Americans across the country consume celebrity fiction through the internet, television, and magazines....
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...Compare and Contrast Gender in Advertising Advertising is a multimillion-dollar industry that targets people of various ages and gender to aid in selling gather products. The images or visual and verbal sense of the messages vary considerably by targeting different people with images and messages, which may even lead to the use of stereotyping in order to reach to a wider array of audience. For example, adverts that are solely directed for the teenage audience persuade them that purchasing a specific product makes them “fit in” with other teenagers or their role models. A comparison of advertisements that are aims at men and women show that advertisers are still using the standard gender role to advertise for their products which is causing a lot of stereotyping and biases to be seen. In order to understand stereotypes and gender bias found in the advertisements, it is first imperative to understand what stereotyping is and how it is implemented into advertisements. Stereotyping is defined as a thought that can be adopted from specific types of individuals or ways of doing things, however, that certain belief may or may not be an accurate reflection of reality. Stereotyping fits in with other types of inter group attitudes. Stereotyping, discrimination, and prejudice are comprehended to be related but are still different concepts. Stereotyping is though more as rational components of an individual since it is a reflection god expectations and beliefs about the characteristics...
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...The male cosmetic market has grown exponentially throughout the last decade. The younger generation of men is more readily accepting in this market as they “feel more comfortable using grooming products beyond the traditionally accepted deodorant and shaving products.”(Hawkins, 453) The biggest challenge in developing this market is making it more widely acceptable for all demographics of men to use male cosmetic products. In today’s society, men feel the need to look younger and more attractive. The market has grown far from the major competitors including L’Oréal, Dove, and Old Spice to include up and coming companies such as Axe and Diesel. These new companies have taken a modern approach to their advertising using humor and sexuality , while Old Spice still uses its classic “The Man Your Man Could Smell Like” campaign. The demographics have been broken up to such: · Ubersexuals (25 percent): With a mean age of 38 and a mean income of $60,600, this group sees no complications between the sexes, and most agree that s is a good time to be a man. · Regular Joes (27 percent): With a mean age of 43 and a mean income of $61,900, this group has no difficulties with how men are portrayed in media and do not feel threatened by women. · Marked Grouchos (30 percent): With a mean age of 47 and a mean income of $55,500, this group is confused about what women want and do not like the way women expect more from them. · Neutrals (18 percent): With mean age of...
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...There are many benefits, challenges, and opportunities having a diverse society. It is important to realize that there are positive benefits to society when diversity is respected. Valuing diversity can open our minds to new and exciting experiences and to new ways of thinking which can make our lives more interesting. Society can also benefit by accepting diversity because by excluding minority groups we could miss their valuable contributions. Society has evolved due to diversity. We have adapted to the cultures, race, lifestyles, religion even food and music of different nationalities. There are also the challenges of diversity. Americans probably has the most cynicism of any cultures, due to the United States being the “land of the free” and many wanting to live the “American Dream”. With this comes prejudice and discrimination. Certain cultures believe that they are superior to all and this brings prejudice and discrimination. The hardest challenge is discrimination, whether it is against certain culture, religion, race or even skin color. There is also the growth of certain cultures. An example of a culture that tremendously expanded is the Hispanic population. “The Hispanic population grew by 43 percent, rising from 35.3 million in 2000 to 50.5 million in 2010.” Cencus.gov Here in the United States, Spanish is known as the second language next to English. There are many Americans that are prejudice against about this. Though you should not judge a book by its...
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...New Bern, North Carolina in 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later named Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe.[2] Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy.[3] In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.[4] In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy - in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.[5] Eight years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains...
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...PRACTICAL - 2 AIM: To explore the food culture in Old Delhi and New Delhi OBJECTIVES: 1. To understand food culture in Old Delhi and New Delhi. 2. To gauge similarities and differences in Old Delhi and New Delhi. 3. To study the impact of globalization on food culture in Delhi. INTRODUCTION A composite view of culture posit that the core of a culture consists in the shared assumptions, beliefs and values that the people of a geographical area acquire over generations. Assumptions, beliefs, values and norms are intermeshed and mutually interactive; they constitute the directional force behind human behaviour, which creates physical artefacts, social institutions, cultural symbols, rituals and myths. The latter in turn reinforce people's beliefs, norms and value systems and thereby enable the society of which they are part, to maintain cultural continuity (Sinha 2004). An essential feature of a culture is that its basic assumptions, beliefs and values are historically derived, traditional worldviews, transmitted from generation to generation. These temporal sociocultural links signify the distinctive achievements of a human group, thereby enabling them. to condition their future actions (Kroeber and Kluckhohn 1951: 181). By implication, culture is adaptive and changing – changing more rapidly and radically at its outer layers – artefacts, institutions and patterns of behaviours – than at its core which is primordial. Major changes in environment compel people to...
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...Kingsford: To Grill or Not to Grill? That’s not even a question. While certainly not politically correct by modern standards, this photo-illustration reflects the pervasive presence grilling has held in the United States since the 1950s when the Weber Kettle Grill and increasing suburbanization made it a defacto standard of American living. Then again, our modern American stereotype would have a man holding tongs in one hand and a beer in another standing at the grill, which is also not only incorrect, but not fully reflective of modern grilling. But yes, that is a real Kingsford bag. (Photo Illustration by Sandy Kreps) Team 3 Marketing Case Analysis Executive Summary The Kingsford brand of charcoal has found success through favorable conditions in its market traditionally, however conditions are now less favorable. A reduction in the charcoal market is affecting Kingsford even though its charcoal market share has increased. The consumer shifting trend from charcoal to gas grilling is now the primary threat to Kingsford and the charcoal market, and to combat this an action plan includes tight control on pricing, new pro-charcoal advertizing campaigns, and increased partnership with retailers and distributes. Conditions appear favorable for resurgence for Kingsford through these strategies. Introduction Clorox is a well known and historic house-hold brand, known primarily for home cleaning products. Founded in 1913, the company initially serviced the business...
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...Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its “Campaign for Real Beauty” while Axe, another of Unilever’s brands, ran campaigns focusing on how its products increased the sexual appeal of young men, especially among physically attractive, suggestively dressed young women. While the CCFC initially called only for an online letter-writing campaign to Unilever’s CEO, its discontent was publicized quickly through blogs and traditional media, raising awareness of the issue. Eventually, some activists, bloggers, and journalists alike were questioning the ethics of one company using what they deemed to be conflicting messages that exploited stereotypes for profit. Since the Campaign for Real Beauty’s message went beyond product promotion to social responsibility, working to improve the ways women evaluated their self-esteem and self-worth, the objectification of women in the Axe ads only fueled their complaints. Critics also noted both brands’ use of viral tactics, suggesting this reliance on the consumer to generate publicity only furthered the accusations of hypocrisy. 1 Unilever and Its Commitment to Customers Unilever manages over 400 brands representing 14 categories of home, food and personal care products. Established in 1930 with the merger of Lever Brothers and Margarine Unie, British and Dutch companies respectively, Unilever’s initial purpose was to eliminate competition...
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...org | | | 3 | PepsiAn Introduction | www.wikipedia.org | | | 4 | Pepsi the history | www.wikipedia.orgwww.pepsiarabia.com | | | 5 | Products Of Pepsi | www.wikipedia.org | | | 6 | Coca-Cola An Introduction | www.wikipedia.org | | | 7 | Coca-Colathe history | www.cocacola.com | | | 8 | Products Of Coca-Cola | www.wikipedia.org | | | 9 | Pepsi Vs Coca-Cola A Comparison | www.versus.com | | | 10 | Pepsi Vs Coca-Cola THE COLA WAR | www.slideshare.netwww.scribd.com | | | 11 | Pepsi Vs Coca-Cola Which Cola brand is the Better Investment? | - | | | 12 | Pepsi Vs Coca-Cola PRESENCE IN INDIA | www.infobarrel.com | | | 13 | Pepsi Vs Coca-Cola Marketing | www.google.com | | | 14 | Pepsi Vs Coca-Cola Advertising Strategies | www.google.com | | | 15 | Pepsi Vs Coca-Cola Conclusion | - | | | 16 | BIBLIOGRAPHY | - | | | ACKNOWLEDGEMENT I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I thank my God for providing me with everything that I required in completing this project. I am highly indebted to the Teacher in Charge Mr. James Thomas for his guidance and constant supervision as well as for providing necessary information regarding the project & also for his support in completing...
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...Saxonville Sausage Company On a sunny March day in 2006, Ann Banks, new product marketing director at Saxonville Sausage Company, stood waiting outside the executive conference room. The owner, president, chief financial officer, and three functional vice presidents—including her manager, Vice President of Marketing Steve Sears—would soon hear her plan for launching a national Italian sausage brand that Saxonville needed to bring to market in order to achieve its profit objectives for the next fiscal year. Banks reflected back over the lessons of the past six months. Saxonville’s Background Saxonville was a 70-year-old, privately held family business headquartered in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. The company produced a variety of pork sausage products, predominantly fresh sausage as opposed to smoked or semi-dried. The heart of the business consisted of branded products: bratwurst (70% of Saxonville’s revenues); breakfast sausage, both links and patties (20% of revenues); and an Italian sausage named Vivio (5% of revenues). Storebrand products accounted for the additional 5% of revenues. While the bratwurst and breakfast products were sold throughout the United States via both national and regional brokers and distributors, the products had very little distribution in stores in the Northeastern markets. Since 2004, both the bratwurst and breakfast categories across all sausage producers had been flat (0% volume increase)...
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...,Introduction * Anthropology -The study of the lives and cultures of human beings, alive or dead. -They also study the evolution of these cultures over time as well as significant changes. * Sociology -Sociology is the study of human social life, groups, and societies. -They also study the interactions among these groups and the individuals within them. * Psychology -The scientific study of behavior and mental processes. -Psychologists look at how the brain functions and what is the result on peoples personalities, behaviors, and attitudes. <Introduction to Sociology> * What is sociology? - The social science discipline that looks at the development and structure of human society (institutions) and how it works - Sociology is the study of social life, social change, and the social causes and consequences of human behavior * Sociology subjects matter - Sociologists investigate the structure of groups, organizations, and societies, and how people interact within these contexts * Hierarchy - Hierarchy is the ranking system used in any particular environment based on authority or power - Each position or role requires a certain type of expertise which is valued by society - In order to distinguish between these roles people are expected to dress and act in a certain way - On any given day we can play many different roles in society – eg. A parent can drive their kids to school and then go to work and teach their students * The roles...
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