...Modern political campaigns are marketing Superman for president. This is not to be taken literally; however, today's political campaigns methods are radically different from methods used only a decade ago. Candidate no longer are merely people but a brand-- the newest toy that Americans must have. Obama’s methods of political campaigning marked this evolution. With a new generation of voters, Obama marketed himself as if he was a product being promoted by his corporation. Before Obama, candidates logos were similar in their conventional red and blue traditional imagery. The Obama logo was carefully created as a tool that would be used to successfully market Obama. This logo was created to symbolize Obama in a single image. Through this image...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...Rhetorical Analysis on vintage ads: Palmolive Introduction: Vintage advertisements have been studied with the sole purpose of understanding the change in the customer profile with the changing times. An advertisement of 50 years ago would be a vintage advertisement at a time when technology was less advanced and it was the advertisement that created the brand value and was instrumental to the success of a product or the failure of. I have chosen the Palmolive Vintage to do a rhetorical analysis of because it is a classical advertisement of the conventional methods of creating advertisement campaigns and yet it still generates interest among people to use the soap today based on the curiosity generated by the vintage advertisements of the Palmolive soap decades ago (Thomas, 2008). Research Statement: The Palmolive Vintage advertisement was one of the most classic advertisements that launched the Palmolive Soap and made it a runaway success. The success of the advertisement campaign has managed to generate the attention of people even now 50 years later about the soap. Analysis of the vintage advertisement: This advertisement is based on the two concepts of advertising capture. It is capturing the target audience with logo awareness or with emotion. 1950 was a growth period for American history with the economy expanding and there was economic improvement which meant that the spending power of the population had also...
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...In a world where anyone can say anything, it is important to be able to identify the reasons behind the speaker’s purpose and what the individual is actually implying. The person I will be doing rhetorical analysis on is Donald Trump. Trump is sixty-nine years of age and he is currently a Chairman as well as president of The Trump Organization. I think Trump will be rhetorically interesting because I have done rhetorical analysis on him about his Facebook page previously. He was good at using rhetorical appeals to his audience at the right spots. To start off, for Trump, obviously his overall goal is to get votes. At the main republican presidential debate (excerpt on page 3), he present himself as someone respectful of his opponents by using...
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...RHETORICAL ANALYSIS ON AN ADVERTISEMENT Name Institution Date The aim of every advertisement is to reach out to as many people as possible and relay the intended information to them. The hallmark of its effectiveness is only measurable through determination of its levels of persuasion. It is not very easy to appeal to a given mass and have the ability to change their beliefs, behaviors, intentions, motivations and attitudes. To do so, there are a number of factors, that different and distinct, that must be brought together intricately to create a complex appeal mechanism. To achieve the intended purpose within the set limits, an advertisement or campaign must employ the different modes of persuasion that are ethical strategies used for rhetorical appeal. These strategies are categorized rhetoric devices that classify the appeal that an advertisement might have on the audience. They are; pathos, logos and ethos. Pathos is an appeal on the emotions of an audience. It is responsible for eliciting sympathy and empathy from the target audience. Logos is the logical appeal that an advertisement might have on the audience. It is the aspect that deals with facts and figures. Ethos is particularly concerned with the authority the proposers of a given campaign have on the given field. The qualifications that a creator or an advertiser may have with regard to the content of their advertisement will definitely influence the audience’s ability to relate with the advert. In 2007, a UK...
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...change cultural opinion. What is it? It is none other than advertising. According to CBS News’ Article “Cutting Through Advertisement Clutter”, every individual sees close to 5,000 ads a day. With the right research, look, and design an advertisement has a way of completely changing the way people view a product. Take Dove for example. Prior to 2004, this international mega brand used advertising tactics much like many other brands were using- skinny models, sexual innuendos, and trendy images. But their products weren’t getting the success they had hoped for. Driven by a declining market share and decreased product sales, Dove decided to take a daring move and add curvier women to their ads. They called their new campaign the “Dove Campaign for Real Beauty.” The campaign, which targeted women of all shapes and sizes, sought to reverse the fabricated idea that all women should be a size 2, with voluptuous lips, perfect hair, and flawless skin. Ultimately, Dove hoped the campaign would change the way their target audience related to its products. This type of advertising was completely new to the worlds of advertisement, and almost critiqued the bias that other ads were portraying; Yet they never could of imagined the campaign would get so much attention, spark heated debate, and be a leading factor in increased market sales and market share. So how exactly did Dove do all this? One billboard sums up the “Dove Campaign for Real Beauty” in a nutshell. This billboard, which advertises...
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...COM 450 Entire Course (UOP) For more course tutorials visit www.tutorialrank.com COM 450 Week 1 Individual Assignment Ethical Manifesto COM 450 Week 2 Individual Assignment Social Justice vs. Objective Reporting Paper COM 450 Week 3 Individual Assignment TARES Test Paper COM 450 Week 4 Individual Assignment Public Relations Analysis Presentation and Press Release COM 450 Week 5 Learning Team Assignment Final Learning Team Project COM 450 Week 5 Individual Assignment Censorship Paper ----------------------------------------------------------------- COM 450 Week 1 Individual Assignment Ethical Manifesto (UOP) For more course tutorials visit www.tutorialrank.com • Reflect on the consistency of your own ethical decision making. • Write a 350- to 700-word ethical manifesto that describes your personal approach to moral decision making and how you communicate ethically. • Summarize the major models of ethical decision making. • Include which models of ethical decision making are part of your manifesto. Provide rationale as to why you choose to include or why you do not choose to include models. • Select one of the following models of ethical decision making: o Golden mean (Aristotle) o Categorical Imperative (Kant) o Utilitarianism (Mill) o Veil of Ignorance (Rawls) o Persons as Ends (Judeo-Christian) • Use the philosophical principles from the ethical decision-making model selected to illustrate and apply it to your a real world communication example...
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...Rhetorical Analysis: Happier Than A Body Builder Directing Traffic Insurance is known for being boring and tedious, something that nobody looks forward to dealing with. In their recent advertising campaign, however, GEICO stands out through their silly use of a body builder directing traffic and comparing him to how happy GEICO customers are. When you think about it, a bodybuilder is the perfect person to direct traffic. He's fit enough to move his arms around for hours at a time and he's big enough to be noticed by passing motorists. In the commercial I have chosen to analysis, a bodybuilder is seen in the middle of a busy city street, flexing his muscles as drivers wait for their turn to navigate the intersection. All this is done in the name of directing traffic, and the wide grin suggests that he’s more than a little excited at the opportunity to show off his hard work with each point and wave. After about twenty seconds into the commercial, two guys are standing on top of a stage on the sidewalk in view of the body builder and they start a conversation: Jimmy: “You know Ronnie, Folks who save hundreds of dollars by switching to GEICO sure are happy.” Ronnie: “And how happy are they Jimmy?” Jimmy: “I’d say happier than a body builder directing traffic.” Ronnie: “He does look happy.” At the end of the commercial, the company’s name and website are shown in the middle of the screen and the announcer says: “Get happy, Get GEICO. Fifteen minutes could save you fifteen...
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...Public Relations Review Short communication Issues management and inoculation: Tylenol’s responsible dosing advertising Shari R. Veil ∗ , Michael L. Kent 1 Gaylord College of Journalism and Mass Communication, University of Oklahoma, 395 West Lindsey, Norman, OK 73019, United States a r t i c l e i n f o a b s t r a c t Issues management developed as a long-term process interested in the continued health and success of organizations. This essay presents a contemporary issues management case that uses inoculation and a priori solutions as issues management tactics. The case study involving Johnson & Johnson’s responsible dosing campaign demonstrates that organizations perceived to have a high standard of corporate social responsibility are not above using deceptive tactics to protect their brand. © 2008 Elsevier Inc. All rights reserved. Article history: Received 29 April 2008 Received in revised form 11 July 2008 Accepted 28 August 2008 Keywords: Issues management Corporate social responsibility Inoculation Crisis communication Public relations practitioners increasingly need to serve as ethical counselors to the dominant coalition (Health, 1994) and as the ethical conscience of the organization (Ryan & Martinson, 1983; Wright, 1996). Despite the role of issues management in guiding ethical decision making (Bowen, 2005), some communication campaigns have suspended organizational ethics to manipulate public perception. This essay examines the misuse of issues...
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...Rhetorical Analysis: Happier Than A Body Builder Directing Traffic Insurance is known for being boring and tedious, something that nobody looks forward to dealing with. In their recent advertising campaign, however, GEICO stands out through their silly use of a body builder directing traffic and comparing him to how happy GEICO customers are. When you think about it, a bodybuilder is the perfect person to direct traffic. He's fit enough to move his arms around for hours at a time and he's big enough to be noticed by passing motorists. In the commercial I have chosen to analysis, a bodybuilder is seen in the middle of a busy city street, flexing his muscles as drivers wait for their turn to navigate the intersection. All this is done in the name of directing traffic, and the wide grin suggests that he’s more than a little excited at the opportunity to show off his hard work with each point and wave. After about twenty seconds into the commercial, two guys are standing on top of a stage on the sidewalk in view of the body builder and they start a conversation: Jimmy: “You know Ronnie, Folks who save hundreds of dollars by switching to GEICO sure are happy.” Ronnie: “And how happy are they Jimmy?” Jimmy: “I’d say happier than a body builder directing traffic.” Ronnie: “He does look happy.” At the end of the commercial, the company’s name and website are shown in the middle of the screen and the announcer says: “Get happy, Get GEICO. Fifteen minutes could save you fifteen...
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...To: Kati Standefer From: Luke Barber Subject: Rhetorical Analysis of Dove Ad Campaign Dove Skin Care Company came out with a unique idea for an ad campaign that would reach people in a different sense, the Love Your Body Campaign. This campaign was designed to reach people that feel the supermodel look in ads is unrealistic and unnecessary. The new marketing style presented by Dove focused on more curvaceous women with joyous smiles. Rather than presenting women with possibly unhealthy but extremely thin bodies like the popular ads of the time show. Dove places women in the ad that would not be approved to be in front of most cameras in today times. Appealing to the viewer’s emotions The primary appeal for the Dove Love My Body Campaign was to reach viewers through their emotions. The ad showed women that are unique in the model world. The women shown in the ad are curvy, smiling, and genuinely happy. The audience can see that the ad is realistic and does not belittle the women in society as other ads could be portrayed as doing. By appealing to the audience’s emotions dove has engrained their company deep into the viewer. This ad hits on something that many women deal with and is a deep emotional trigger. Body image is most likely the top emotional spark that the Love My Body Campaign ignites. Body image is something that most women, especially younger women, struggle with and the Dove ad showed these women that it is normal not to wear a size 00. This fact appeals...
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...9 The Language of Advertising: Analysis of English and Lithuanian Advertising Texts Jurgita Vaičenonienė Annotation. The spread of globalization and marketing during the last century triggered the proliferation of advertising genres. The goal of advertisements is to persuade consumers to act or think in a textually determined way in order to boost sales of particular commodities and services. In order to capture attention, convey the message and persuade the consumer, advertising texts use a range of manipulative language devices. Moreover, different cultures may have different expectations with regard to stylistic choices, language use and other preferences in the same genre. Hence the aim of the article is to analyze the language of advertising in English and Lithuanian in order to estimate the specificities of the advertising genre in the two different cultural and linguistic systems. The approach employed in the study draws on the ideas of the functionalist interpretation of text typology and source text analysis as proposed by Nord (1997) and Reiss (2000). The functionalist approach provides an in-depth understanding of the source and target text conventions and functions which are prerequisites for successful intercultural communication and translation. The means to accomplish the task of the present article is the analysis of a comparable corpus of data consisting of 100 English and 100 Lithuanian advertising texts. For the analysis, only the textual part...
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...Persuasive Language Analysis The advertisement, ‘Whale meat is the beef of the sea’, advances the argument that by switching from beef to whale meat will save Australian cows. The advertisement uses a formal yet humorous tone to convince the audience that eating whale is an altruistic act. This advertisement appeared on the ABC’s program ‘The Green Transfer’ as part of a segment in which advertising agencies seek to ‘sell the unsellable’. The advertisement relies heavily on the use of personification. A close up focuses on an amiable looking cow amongst his ‘friends’ whom the viewer is informed is called ‘Hamish’. Naming ‘Hamish’ and calling the depicted herd ‘friends’, gives these cows human like qualities and invites viewers to emphasise with them. This is juxtaposed with a solitary unnamed whale, making it harder for the audience to establish an emotional connection with it. Statistics are also employed when the voiceover informs the audience that Hamish and his 200 friends, face an unpleasant fate as ‘pure Australian beef’. The viewer’s altruism is appealed via a rhetorical question, posing that the killing of the one whale is kinder than the killing of the 200 pleasant looking cattle. The advertisement also employs a catchy slogan, ‘Whale meat. It’s the beef of the sea’. This slogan powerfully equates that the eating of whale meat, is the same as the consumption of beef and seeks to familiarise the unfamiliar. The slogan seeks to override possible objections from Australian...
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...Rhetorical Analysis of Presidential Speech President Barack Obama held the speech, at the democratic convention on the 6th on September, in association to the Presidential election 2012. Barack Obama is the president of the United States. This speech was a part of his reelection. Obama is a Democrat, and had, when holding this speech, been in the withe house for 4 years. He is known to be a great speaker, and a man people can relate to, as a family man and a proud American. Obama is also known to be the president of the people, witch is very clear in this speech. The speech addresses to the American people, and the voters. Obamas purpose is to convince the people to reelect him as president. First of all, he wants to associate with the American people, and tell them, that he is “one of them”. One of the ways he does that, is by talking about his family, Obama starts the speech by saying “Michelle, I love you” and talk about his daughters. By doing that, he is showing that he is a normal family man, who the American people have some thing in common with, and they can identify with him. He presents himself as the president of the United State, but as mentioned before, he does not place himself above the people. He wants to come of, as a normal man with a family, who lives a normal life. That the people can identify them selves with him. After thanking his family and the vice president, he get to a more formal part, with is an acceptation of his nomination for president. ...
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...DEVRY ENG 112 All Week Discussions IF You Want To Purchase A+ Work then Click The Link Below For Instant Down Load http://www.hwspeed.com/DEVRY-ENG-112-All-Week-Discussions-1113258025.htm?categoryId=-1 IF You Face Any Problem Then E Mail Us At JOHNMATE1122@GMAIL.COM Question week 1 discussion The Brand of You (graded) As discussed in this week’s lecture, the Brand of You is created from the perception you give others through your writing. In creating the brand of you, how do you decide what to tell, how to tell it, and what to leave out? If given the task of introducing your personal brand through writing, what specific characteristics or attributes of yourself would you share? What stories would serve to provide the greatest impact? What memories would be the most telling in introducing who you are? Though we’ll work to answer these questions throughout the week, let's do a concrete exercise to get started: First, in seven words, tell us who you are and what you do. Try to draft a phrase that serves as our introduction to you (see examples below). Place this phrase in the subject line of your response post and then provide us with details to show us how this title represents your personal brand. Using vivid, concrete, descriptive words, share an example, anecdote, or scenario that brings your personal brand to life for your audience and provides an impression of who you are. This example should be written as the content of your actual post and should, at minimum...
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