...Society defines reality as the states of things as it actually occur (Turner, 2012), but what if it is constructed by people in this society to turn it the reality that people thought it was reality? Nowadays society has a very rough idea about what is reality and what is constructed society. They can only understand the captivation of the catchword “reality construction” when they understand which thoughts are meant to be replaced by it in the first place: reality so-called. Different background or places of people have different perception of reality. A understanding of reality will be different in western country as they will feel that having a tan skin is prettier by seeing an advertisement where the model have the tan skin. But in country such as Asian, society will prefer more on pinkish skin but not tan skin as tan skin will be known as a lower class of people. What influences the society is their brain. Our brain constructs the reality that we thought it is a reality. Brain is trapped in the darkness inside of your skull, and all it ever sees are electrical and chemical signals. For example, all the colors people see, and so on, that doesn’t really occur; that’s an interpretation by the brain (Eagleman, 2012). Even though nowadays society has done much research on constructed reality, yet the norm that already been planted on the people mind is hardly to be eliminated. From the advertisement that is provided, it shows that the woman is pinned under a man and another...
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...Dolce & Gabbana (D&G) advertisement Sex appeals as a strategy in advertorials are becoming increasingly common techniques used to capture attention and create more favourable brand attitudes (Severn, Belch & Belch, 1990). D&G is known to push sexual envelopes with their clothing or advertising campaigns. The above advertisement was to represent “an erotic dream; a sexual game" (Stefanson, 2010). This report analyses if the ad simply represents a sexual artistic interpretation, or if it exalts gang rape and violence and other ethical concerns. Analysis The woman pinned down, seen in an abusive pose, depicts her control over men. Lying on her back with hips raised suggests she is confident and knows what she is doing. Women nowadays want to look attractive, empowered, strong and in control; as represented in the image. It can trigger purchase intentions. Feminist women may see it as disturbing as the scene depicts gang rape, promoting violence against women and degrades women's dignity. The male seem dominant and in control. It sends out the ideology that men are superior, and women are subjected to men's will while being in a helpless position. The men, dressed in comfortable clothing and jeans, give the impression that D&G’s style is casual, yet sexy and sophisticated. With the rise of metrosexuals (Dailymail, 2010), D&G’s style symbol will attract males to purchase. The scene is a dream-like place with blue skies and white platforms, representing a fantasy...
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...COVER. COPIES MAY NOT BE MADE WITHOUT PERMISSION. It was the end of summer 1998. In less than a month, the first StyleLab catwalk fashion show would be held in London. Renzo Rosso needed to make tough decisions about the branding strategy of this new line and he needed to make them fast. StyleLab was the new upscale product line of Diesel SpA, the Italian casual wear company famous for its cult Diesel jeans and controversial advertising. One of the fastest-growing fashion companies of the 1990s, Diesel was No. 2 in the jeans industry in Europe and had high expectations for StyleLab. StyleLab was designed to exploit growth opportunities in the emerging luxury segment of the casual wear market, competing with the likes of D&G (from Dolce & Gabbana) and Miu Miu (from Prada). It was also seen as a way to counteract the unprecedented diffusion of the main denim D-Diesel line which might jeopardize the exclusivity and status of the brand. Furthermore, StyleLab would allow Diesel’s cherished designers to express their creativity by experimenting with new cuts and fabrics. Renzo Rosso, Diesel’s president and founder, was confident that...
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...Suraj Commuri The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships An often-overlooked constituent in the debate on counterfeiting is the consumer of the genuine article—a brand manager’s primary constituent. These consumers are drawn to premium brands in part because of the exclusivity and connotation of prestige associated with them. These characteristics are also the reason such brands are attractive targets of counterfeiting. When premium brands are counterfeited, which in turn gives a variety of consumers access to them, how do consumers of the genuine items react to the erosion of exclusivity and prestige? An investigation involving premium brands in Thailand and India reveals that consumers of genuine items adopt one of three strategies when faced with the prospect of their favorite brands being counterfeited: flight (abandoning the brand), reclamation (elaborating the pioneering patronage of a brand), and abranding (disguising all brand cues). The author examines these strategies in detail, revealing how the potential loss of exclusivity and prestige can either drive genuine-item consumers away from the brand or impel them to make strong claims to their patronage. Keywords: counterfeits, counterfeiting, brand relationships, conspicuous consumption, fashion, competitive consumption irms invest substantially in building their brands. In some product categories, such efforts are aimed at making a brand prestigious and exclusive. For brands...
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...IIBM Institute of Business Management Marketing Management www.iibmindia.in Subject: MARKETING MANAGEMENT Credits: 4 SYLLABUS Concepts of Marketing Management: Definition and Concepts: Definitions of Marketing, Scope of Marketing; Core Marketing Concepts: Concept of Demand and Supply; Transaction; Major Marketing Management Philosophy; Social Marketing Marketing Environment - Internal & External Marketing Environment Forces; Macro Environment; Micro and Internal Environment; Factors Influencing Consumer Buyer Behavior; Buyer Decision Process; Inputs for Buying Decision Process; Consumer Trends; Market Segmentation Process. Developing Market Strategies and the Offerings Part –I Positioning and Differentiation: Concept, Positioning according to Ries and Trout, Various Tools of Differentiation; Product Decisions and Strategies; Product Mix; Product Life Cycle; Brand Positioning; Brand Identity; Equity and Packaging. Developing Market Strategies and the Offerings - Part II: Introduction to Service Marketing; Differentiating Services; Product and Service Price; Response to Change in Price; Pricing Strategies. Delivering Marketing Programs – Part I Marketing through Channel Partners; Wholesalers and Retailers: Current Trend; Channel Management. Delivering Marketing Programs – Part II Market Communication, Process for Effective Communication; Advertising; Different Advertising Media; Sales Promotion; Public Relations; Direct Marketing; Personal Selling:...
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...Retailing in the 21st Century Manfred Krafft ´ Murali K. Mantrala (Editors) Retailing in the 21st Century Current and Future Trends With 79 Figures and 32 Tables 12 Professor Dr. Manfred Krafft University of Muenster Institute of Marketing Am Stadtgraben 13±15 48143 Muenster Germany mkrafft@uni-muenster.de Professor Murali K. Mantrala, PhD University of Missouri ± Columbia College of Business 438 Cornell Hall Columbia, MO 65211 USA mantralam@missouri.edu ISBN-10 3-540-28399-4 Springer Berlin Heidelberg New York ISBN-13 978-3-540-28399-7 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2005932316 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered names, trademarks, etc. in this publication does not...
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