...AMITY SCHOOL OF COMMUNICATION AMITY UNIVERSITY, NOIDA. TERM PAPER ON: Use of Mascots in Advertising. SUBMITTED TO: PROF. Amit Kumar Dutta AMITY UNIVERSITY, NOIDA SUBMITTED BY: ABHIMANYU KARNATAK BJ&MC- II A (2011-2014) AMITY SCHOOL OF COMMUNICATION, AMITY UNIVERSITY Title USE OF MASSCOTS IN ADVERTISING Acknowledgement I put forth my heartiest thanks to AMIT SIR for giving me this opportunity to work on such an interesting topic- use of mascots in advertisement and is it degrading the status of women? The topic has been a concern and talk of every town and I am glad to have received a topic that I would enjoy working on. All thanks to sir. Thanking you for your inspiration and support Table of Contents 1) Title 2) Table of contents 3) Key words 4) Objective and purpose of the study 5) Introduction 6) Literature Review 7) Hypothesis 8) Methodology 9) Analysis of data with regards to hypothesis so assumed earlier 10) Findings 11) Inferences 12) Conclusion and result 13) Bibliography 14) Appendix Keywords Masscots - A person, animal, or object believed to bring good luck, especially one kept as the symbol of an organization such as a sports team. Brand recognition- The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being...
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... INTRODUCTION What are Mascots? Mascots are characters used to bring good luck or popular exposure to a team, organization, or school. They are used to help advertise products, promote school spirit, raise awareness about issues, and for many other purposes. You might have seen a mascot in any of the following situations: - Representing military units - Drawing attention to a product or service - Supporting a school or professional sports team - Acting as a goodwill ambassador for a cause Mascots can take a variety of forms, including inanimate objects, logos, people, and live animals. Most people are very familiar with costumed characters as mascots. Finding the right mascot can have a dramatic effect on your company's ability to sell to consumers. Your product or service is much harder to forget if it represented by a dramatic and memorable character. Mascots are used to represent businesses as well as schools and sports teams. Some great examples of companies using mascots are the characters used to promote breakfast cereals. Characters like the rabbit used to sell General Mills' Trix breakfast cereal seem to stick in the minds of children and adults alike. NEED FOR THE STUDY Need for the study is to know whether Mascot advertising effects the sales of the product ...
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...ever had to choose the mascot for a school? If you have then you know how hard it is to choose the right one for your school and have found the best one for John L. Lewis Elementary. The Miner is most likely the best mascot for John L. Lewis Elementary because it is somewhat unique, can be symbolic, can hype up the students, can be appropriate for the school’s background, and can seem menacing to other schools’ teams but friendly to its own. The mascot has to seem threatening to other schools but seem kind to its own. As a general rule miners on the outside can seem tough and rugged, someone who you wouldn’t want to mess with. But to people that they know they could open up to them and be friendlier. Miners normally have rugged...
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...selections that reflect multiple viewpoints on the same topic and develop and express an opinion on an issue based on the evidence presented. You will develop a product that expresses your point of view about the use of Native American mascots for school or sport teams. Role: You will assume the role of an avid sports fan or the resident of a community that has a sports team with a Native American mascot. Audience: The president of the professional sports team, president of the college or university, or local school board (all with Native American mascots) Situation: Recently Houston ISD joined a growing list of organizations that no longer allows the use of Native American names as mascots for their teams or school. Stanford University, for example, changed its mascot from the Indian to a redwood tree in 1972, and others have followed suit after an NCAA ban and public outrage over what is considered by some to be ethnically offensive stereotypes that belittle Native Americans. Others believe that these names are embraced by fans who are honoring the heritage and history of the American Indian. Your challenge is to review all of the documents in the library and determine whether Native American representations should or shouldn’t be used as team mascots. You must convince your audience of your position by using evidence from at least three of the resources in the document...
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...Many communities contemplate which mascot they should choose to represent their sports team and what their schools stand for as a whole for what seems like eons of time. Deciding on the perfect mascot can take forever; since there are so many things to consider! Mount Morris, Michigan, like so many other schools, went through a selection process to choose their mascot. A great choice was made when they nominated a panther to symbolize the schools. The panther is supported excessively by the entire Mount Morris community. At football, basketball, baseball games, tennis matches, volleyball tournaments; you name it, they’re always there. Students, parents, and faculty members show up loud and proud, supporting the Panthers. At homecoming, townspeople arrive with a distorted appearance, blue and white paint on their face as if it were a canvas. Even if your mascot is an offensive representative, community support shows that it isn’t that terrible after all. Look at the Hoboes of Laurel Hills, Florida. Most people find the word ‘hobo’ demeaning because it’s a derogatory term for migrant workers; yet, they have an annual Hobo celebration to show how much pride they...
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...than 2,100 schools across the U.S. using Native American Mascots.” All sports teams have mascots to represent their schools pride and strength. Mascots generally don’t fall under exploration, except for the ones that represent Native American tribes. These mascots are usually based on inaccurate descriptions of Native Americans causing controversy on whether or not they should be allowed. Many Native American tribes have been feeling offended, which is why the issue has been arising today with well known sports teams including the Fighting Sioux, The Redskins, The Indians, Etc. This controversy has had a dramatic effect due to the widespread ban of many of the Native American tribal sports...
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...Offensive Mascots Can some mascots be racist? Mascots can be very offensive towards Indian/Native American races because they form stereotypes about different races. These mascots need to be changed, because it is bad for the people being offended, and the community as a whole. People argue that this doesn't hurt the people, but it does, constantly. Everywhere they go there are stereotypical things around them, because of their teams mascot. Some people may say that it would cost to much money to do this kind of operation. Well, first off, it was the school's fault for having their team mascot offend many different religions of Native Americans. Their team mascots can be stereotypical,causing people to think that Native Americans are either “war like”, or “fierce”, when they really aren’t what people think.”It is racist. It is harmful. It is shaming. It is dehumanizing” See-ah-dom Edmo, vice president of the Oregon Indian Education Association. This is why the cost shouldn’t matter of changing these school mascot names....
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...You don’t think that there is anything wrong with a type of person being a mascot; you weren’t raised to question it. Before this week's lesson I didn’t think that there was anything wrong with Indians being a logo for a school, I didn’t think about the fact that the term “redskins” was a racial slur and could be considered offensive. In class we were presented with evidence supporting both sides, should be not have Indian mascots or should there still be Indian mascots. I believe that we should not for the reasons that it is offensive to some Native American tribes. I myself...
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...When schools first began, they incorporated mascots to represent their school and their ideals. However, many schools have mascots that are racist or offense to minority groups that were previously oppressed. In today’s society, people highly value equality and respect for one another. Because of the racist mascots, some groups believe that these mascots should be replaced or removed from the school. For example, Nidhi Prakash reports on a Native American group’s objections by writing, “The debate around Native American mascots has gained traction in recent years with Native American groups calling for the Washington Redskins to change their name and mascot. They say the word ‘redskins’ is a racial slur and the likeness of a Native American man being used as a mascot has long been accused of being de-humanizing and insulting.” Prakash report suggests that minority groups view mascots as...
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...From reading the Proud to Be article, it is evident that Native Americans do not like the use of “Indian” mascots. I could never speak out or for against the use of these mascots because the problem does not affect me or how other see my race. I think Native Americans are the only one whose opinion matter in this discussion because it perpetuates negative stereotypes and disregards the people and culture. Because media fails to report on Native American struggles, people do not find out about them. As students, we have learned about the extreme mistreatment of Native Americans in the past. However, we never continue learning about the problems going on in the present. The article “Ending Violence Against Native Women,” reports that 1 in 3 Native...
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...across America today (Chaney, Burke and Burkley 43). Nearly 1,200 high schools and 90 colleges in the United States use Native Americans as their school mascot (Chaney, Burke and Burkley 43). Throughout football games, pep-rallies, and other school related events, fans chant Native American war chants and dress in stereotypical cartoon-like costumes (Pewewardy 181). Although some people would argue that these symbols are intended to honor Native Americans, they often portray them in an inauthentic and clichéd manner (Chaney, Burke and Burkley 43). Because of this, the barbaric, wild, and savage mascots have become a representation of the Native American...
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...Sports teams have long been using Native American tribes as mascots, incorporating them into their teams logo or team name. From readings it seems to be that the Native Americans are still angry for the government pushing them out of their home and lands hundreds of years ago. Native Americans have been pushed to the side for their entire existence. They have been fighting with the United States government trying to get equal treatments and the same rights as everyone else. They live by a different set of rules, they do not use the police to help solve problems. If there are any issues on tribal land the chief is the one who settles issues or disputes. Only in recent years has it become national attention. With some sports teams not wanting the bad publicity deciding to change logos such as the Cleveland Indians who ditched their Indian head logo for just a “C” for Cleveland. After reading the article from ESPN, which shed more light on the situation. It talks about how four major sports teams currently sit on land that was once held by Native American tribes. The teams who sit on the land have no connection with the tribes. Florida State University is a positive example of still having a connection with the tribe that they use their names along with a few smaller...
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...Native Americans, Struggles, Mascots, and Controversy There has been a national debate for years over Native American athletic mascots. “Members of the North Carolina Mascot Education and Action Group and the Guilford Native American Association, however, repeatedly told us that they perceived the use of Indian mascots, logos, caricatures, and similar images by our schools as a clear form of institutional racism” (Grier 2005: 51). In this paper we will discuss the controversial impact of the Native American stereotype used as mascots. In the early 1900’s when the threat of colonization was abolished Americans started to use the Native American mascot to show their acknowledgement of their struggles. Although this was symbolic it has been an ongoing controversy within schools and sports. California is the second highest state that uses the most Native American imagery and symbols. The importance of this contemporary issue is an ongoing debate in California that has impacted the true history of Native Americans and the battles they went through. The truth is crucial because their imagery and interpretation is misunderstood in American history. In the early 1900’s it became acceptable to use Native American imagery for advertisement. “One of the reasons why most Americans find the mascots unremarkable and do not turn a critical eye toward the mascots is because of the prevalence of similar images throughout U.S. popular culture” (King, et al 2002:391). Although years later...
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...In the article State to Reexamine Schools’ Use of Native American Mascot Names the author’s believes that Oregon schools should change their Native American mascot. The author gives many convincing points such as some see the use of Native imagery as an offensive stereotype or a racist practices. He points out that Native American have pushed for the state to do something about the issue. It is very clear where the author stands on this topic. Although the author gives many arguments for his side of the subject, he gives ment counterarguments as well such as the names and mascots may be embedded into the community or that changing the mascot will cost a lot of money because they would have to change gym floors, uniform, signs etc. He brings...
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...Washington Redskins Logo The Washington Redskins are a football team in the NFL (National Football League). Their logo and mascot is a Native American Indian. Using Native Americans names or symbols by non-native people is a form of controlling images and the three pillars of white supremacy in particular colonialism (Erickson, 2017). The Washington’s team logo/mascot could be considered harmful due to the nature of the image. For instance, the word “redskin” can be perceived derogatory. It is believed that it came from early American settlers that referenced the skin color of Native Americans thus creating “redskin”. This logo and mascot are being appropriated from the Native American Culture, and the “redskin” term should be a legitimately...
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