... In an age of uncertain social media, how does Dove excel as a master brand using the Campaign for Real Beauty? Situational Analysis Extensive research went into the development of the Campaign for real beauty; including using psychologists to gage women’s perceptions. Public reaction to the first few ads was positive. The Tick‐ Box campaign quickly moved from the majority of voters labeling the women as “outsized” to “outstanding”. Dove created a self‐esteem commercial which personalized the brand with consumers. Oprah Winfrey used the ad and devoted an entire show to self‐esteem issues bringing positive media attention to the campaign. Also, the film “Evolution” was displayed by YouTube and became the most downloaded commercial ever, with 3 million views in 3 months. The Real Beauty topic became a prime talking point for discussions and debates within media outlets. The Real Beauty brought about concern for the consumer’s willingness to spend more money on a brand that doesn’t promise to make them more beautiful. Dove could potentially be viewed as an ordinary brand versus a brand that allows women the ability to dream. If Dove receives a negative reaction, there is potential for other brands under Dove to be impacted negatively. Social media created a huge opportunity for the Real Beauty campaign by reaching an audience on a global scale. Dove has the ability to effectively segment the consumers and...
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...no families. This is summarized in the key quotation at the start of the novel where George says ‘guys like us are the loneliest guys in the world.’ It’s a large scale farm with permanent and temporary workers, then the boss and boss’ son, and wife - who all have a higher status. The men put in ‘crops’ but never reap what they sow. The American Dream is to be self-reliant and self-sufficient - to own land - not to be isolated, but to be empowered, to be secure and to be able to ‘have fren’s over’. Though the men are forced into community on the ranch, there’s little friendship or kindness because of the poor conditions and poor job security. The community is presented as being intolerant of any kind of weakness - is racist and sexist - and often cruel. Here, there’s little sense of humanity: man is a machine whose purpose is to work. If one breaks down, you can always get another one. IDEA ONE The ranch is at the heart of the novel, framed by Chapters One and Six which are set in the same Edenic natural landscape in the ‘Gabilan hills’. This is the natural, god-given beauty of America - ‘gold’ and ‘warm’ - precious. It has both a mythical and a vividly realistic element: it is a particular place in the time of the Great Depression. Despite its beauty it will not sustain life. Lennie’s plan to live in a ‘cave’ is dismissed by George: they need civilization (‘ketchup’) and the money from the ranch to achieve their dream of living ‘off the fatta the lan’. In the New World, land...
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...feel a disconnect with who they feel that they are and who they see when they look in the mirror; this causes them to question their own identity, depression, sadness, among others. Several people that suffer from gender identity disorder become suicidal. The unhappiness and depression from the confusion that they feel every day many times becomes so unrelenting and unbearable that they feel suicide is the only way to put a stop to all of the pain and confusion that they feel. Many people argue that this disorder should not be classified as a psychological disorder, but instead, a medical condition. They believe that this is a condition that simply causes unhappiness like many other medical conditions and should be classified they same way. This view point on gender identity disorder could possibly be a more valid way to diagnose and treat the disorder, however, psychologists stand firm in the belief that this disorder is psychological and should be treated as such. This disorder differs from the majority of psychological disorders in that “men with gender identity disorder outnumber women by around 2 to 1” (Comer 2010, p.445). And, although it is surprising to find that there are more men than women with this disorder, it only affects a very minute percent of adults, “considerably less than 1 percent” (Comer 2010,...
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...Retail Audit Part A Victoria Secret Group: Natalia Banateanu Jennifer Diep Jeffrey Ho Jim Nguyen Nathan Nguyen Work contribution: As a group, we agreed that everyone did the same amount of work. Our group divided the work by each category and thoroughly took time to research each individual retailing website. Everyone had two categories to work with. “Retail Site Preference” was completed as a group. Retailers for running shoe: Jim Comparison in shopping outline and local store experience for athletic running shoes: Jim Advantages and disadvantages for online consumerism: Jennifer Product quality: Natalia Price: Jeffrey Suggestive selling: Nathan Website features: Jeffrey Design to websites: Jennifer Ease of website: Natalia Closing of Sale: Nathan Retail site preference: Worked together as a group First Run through Editing: Jennifer Second Run Through Editing: Natalia References: Jennifer, Jim and Jeffrey Retailers for Running Shoes Why Footwear Retailing? The athletic footwear market is an ample industry that continues to grow. In 2011, the athletic footwear market was valued at $74.7 billion and is projected to reach $84.4 billion by 2018 (Team, 2013). Yet more than ever before, it seems the functionality of athletic shoes is not enough to sell the product. Today, consumers also want to make fashion statements with their footwear. This trend is present among professional athletes. The four online retail websites Nike, Adidas, Under Armour...
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...Interview 100-105 Appendix D Focus Group Description and Results 106-113 Appendix E Timeline 114 Appendix F Works Cited 115 Executive Summary Executive Summary Executive Summary Executive Summary After being in the retail business since college, Harley Hooper’s passion for retail, especially specialty men’s clothing, grew. This passion led to him opening his first store, Harley’s, in Tyler, Texas, thirty years ago. In 2009, Mr. Hooper decided to expand his store by opening a second store in College Station, Texas, which is the focus of our project. Even though the store will only be celebrating its second anniversary this May, they already have a large customer following that is continuing to grow. Our audit will be providing assessments of Harley’s current marketing strategies to show them not only what they are doing well, but how they can make further improvements to the company. In order to do this, we will first define both the stores current and aspirational target markets and analyze their position in the minds of the two markets. This will be followed by an evaluation of competitors to the men’s specialty store. This was done through a focus group of current and not current customers, a survey, and through mystery shopping. Next in our audit, we will provide a SWOT analysis of Harley’s that highlights their...
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...Heineken was trying to target this group of people. Playboy’s media kit also offers further information on their readers. It states that their average male house hold income is about $71,000 and that nearly 65% of all readers are single. Although these facts are for the 2014 media kit, it can be assumed that for a men’s entertainment magazine the demographics have not changed substantially. Heineken was most likely trying to appeal to this male demographic when they placed their ad. The ad itself was showcased on a full page of the magazine. It displayed an unopened bottle of Imported Heineken Lager beer resting at the edge of a beach. Water from the ocean is coming up around the bottom of the bottle and nothing but ocean can be seen in the background. This is the main focal point of the ad. The secondary focal point and another focus for the reader are above the bottle. The words read, “Oceans apart from the ordinary.” The words are the boldest on the page and in the largest font. Next, the reader’s eyes are drawn to the very bottom of the page where, “Heineken tastes tremendous- no wonder its number one” is written. The last detail on the advertisement that the view is drawn to is a small phrase off to the side of the bottle saying where it’s from and how it’s, “America’s number one beer.” The lighting is made in order to highlight the label of the beer. One of the...
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...correct; women wear certain bras to please their partners. So females do keep their male partner’s in mind when they shop for brassieres. In fact, they mention women buying lace bras to please their partners. We learned, through secondary data, that 47% of men found black to be their favourite color bra on their significant other. (Beckmann) We also found secondary data that reinforced the importance of push-up bras in arousing males. An experiment placed a young woman with size A breasts in two locations wearing various levels of push-up bras, the amount of males who approached her was documented. The results showed that when the bra pushed her breasts up from an A cup to a C cup, the woman got more than triple the amount of male approaches. Considering our findings, we recommended that Limited Brands Inc. launch a “For Him” brassiere collection by Empreinte Lingerie. The “For Him” collection would target women who are looking to...
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...20 Habits That Make You Fat http://health.yahoo.net/experts/eatthis/20-habits-that-make-you-fat Yahoo! Search Mail Web Search HOME HEALTH TOPICS A-Z HEALTHY LIVING CHECK YOUR SYMPTOMS Customize Your Mammogram DRUGS & TREATMENTS FIND A DOCTOR Power Up Your Brain Featured on Yahoo! Health: Understanding Bipolar Disorder Satisfy Your Ice Cream Cravings The Importance of Affection Health Search 1 of 6 7/26/2011 5:55 PM 20 Habits That Make You Fat http://health.yahoo.net/experts/eatthis/20-habits-that-make-you-fat 20 Habits That Make You Fat By David Zinczenko with Matt Goulding Jul 15, 2011 846 Health Experts Main Send Share Print Decades ago, around the time of Steven Tyler's last haircut, a completely wrongheaded idea started being passed around America's dinner tables: Eating fat makes you fat. Wrong. Eating fat won’t make you fat, any more than eating money will make you rich. Calories make you fat, and most “low-fat” or “fat-free” foods actually have just as many calories as their full-fat versions, because of added sugar and chemicals. And there’s no debate on this one: Since we made “cut down on fat” our favorite food Eat This, Not That by David Zinczenko with Matt Goulding craze roughly 30 years ago, the U.S. obesity rate has doubled. Among children, it has tripled. That’s a failed food policy if ever there was one. But it’s just one of many “get fat” habits that can be turned into a “slim-down”...
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...During the last decade, Coach has emerged as America's preeminent designer, producer, and marketer of fine accessories and gifts for women and men including handbags, business cases, luggage and travel accessories, wallets, outerwear, eyewear, gloves, scarves, fragrance and fine jewelry. Continued development of new categories has further established the signature style and distinctive identity of the Coach brand. Together with our licensing partners, we also offer watches, footwear, eyewear and fragrance bearing the Coach brand name. Marketing Environment Coach has many competitors but their top three competitors are Dooney & Bourke, Kate Spade and Michael Kors. Dooney & Bourke started in 1975 and is an American made brand; Kate Spade was started in 1993 and is also an American brand and lastly, Michael Kors which was started in 1981, is and American brand. Coach reaches a larger demographic compared too many of their other higher-priced competitors, such as Louis Vuitton, Prada, Gucci, Cole Haan and Dooney & Bourke, because Coach says that they are “affordable luxury”. These competitors are focused on a higher-fashion, higher income demographic than Coach is. Dooney & Bourke and Cole Haan also stress “accessible luxury” which makes them Coach’s key rivals. Coach continues to be one of the best recognized accessories brands in the United States, and is actually the leading American manufacturer and retailer of leather goods, accessories and apparel for women and men. The largest...
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...437–450. Embodying the gay self: Body image, reflexivity and embodied identity DUANE DUNCAN Australian Research Centre in Sex, Health and Society, La Trobe University, Melbourne, VIC, Australia ABSTRACT The emphasis on a sexualised muscular body ideal in gay social and cultural settings has been described as facilitating body image dissatisfaction among gay men. Drawing on a concept of reflexive embodiment, this paper uses qualitative interviews to analyse gay men’s embodiment practices in relation to discourses and norms that can be found across and beyond any coherent notion of ‘gay subculture’. The findings reveal body image to be more complex than a limited focus on subculture or dissatisfaction can account for. In particular, gay men negotiate a gay pride discourse in which the muscular male body generates both social status and self-esteem, and deploy notions of everyday masculinity that imply rationality and control to resist gendered assumptions about gay men’s body image relationships. KEYWORDS: body image; gay men; reflexive embodiment; sociology INTRODUCTION Body image dissatisfaction and gay men Following the shift from individual pathol-ogy to cognitive-behavioural and feminist perspectives in psychology (McKinely 2002; Pruzinsky and Cash 2002), a significant volume of psychological and health research has identi-fied a greater incidence of body image dissatis-faction, and eating disordered behaviour among gay men relative...
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...roles – as warriors, hunters, and workers, as political leaders or successful business executives, as scientists, engineers, inventors, and great artists. Women have traditionally been seen as housewives and mothers confined to the home and caring for their husbands and children. Even when working outside the home, women's jobs often seem to be an extension of their caring role in the home, looking after others as receptionists, secretaries, nurses, teachers, and social workers. Are these differences simply an extension of the biological make-up of males and females, or are they a product of the ways that males and females are brought up in society? (Nature vs. Nurture) SEX AND GENDER • Sex: (whether someone is male or female) refers to the natural or biological differences between men and women, such as difference in genitals, internal reproductive organs, and body hair. • Gender: (whether someone is masculine or feminine) refers to the cultural, socially constructed differences between the two sexes. It refers to the way a society encourages and teaches the two sexes to behave in different ways through socialization. • Gender role: is the pattern of behavior and activity which society expects from individuals of either sex – how a boy/man or girl/woman should behave in society. Gender roles may sometimes be referred to as sex roles. • Gender identity: refers to how much people see themselves, and others see them, in terms of their gender...
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...for Securities Dividends Security Ratings Transfer Agents and Registrars Directors and Officers Interests of Experts 1 1 2 10 11 12 12 13 13 13 15 15 16 16 21 21 23 23 24 25 26 27 27 32 32 33 i 3. 4. 5. 6. 7. 8. 9. 10. Legal Proceedings and Regulatory Actions 11. Additional Information ANNEX A – Audit Committee Mandate and Charter Certain brands mentioned in this report are the trade-marks of Canadian Tire Corporation, Limited, Mark’s Work Wearhouse Ltd., FGL Sports Ltd. or used under license. Others are the property of their respective owners. CAUTIONARY NOTE REGARDING FORWARD LOOKING INFORMATION This Annual Information Form, and the documents incorporated by reference herein, contain forward-looking information that reflects management’s current expectations related to matters such as future financial performance and operating results of the Company. Forward-looking statements are provided for the purposes of providing information about management’s current expectations and plans and allowing investors and others to get a better understanding of our financial position, results of operation and operating environment. Readers are cautioned that such information may not be...
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...TABLE OF CONTENTS Executive Summary ...................................................................................................................................3 Situation Analysis - Background ...............................................................................................................5 SWOT Analysis ..................................................................................................................................7 Key Problem to be Solved ..................................................................................................................9 Key Strategic Campaign Decisions - Objectives .....................................................................................10 Target Audience................................................................................................................................11 Brand Position...................................................................................................................................12 Campaign Strategy...................................................................................................................................13 Media Strategy - Objectives ....................................................................................................................15 Selection............................................................................................................................................16 Media Planning and Buying...
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...Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. 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...
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...Essay Title: Body Project Course title: Regulating Bodies, Youth, Identity and consumption The body is a topic of much discussion within society at the moment with focus on media and consumer consumption. This has brought to light a range of issues surrounding the body, and literature from decades ago have been looked at and performed in a modern light to produce up to date research on the body. This body project gives me an opportunity to not only understand myself about body sculpting, but allow a better understanding on the literature and provide additional evidence that will either support or reject themes and theories in this chosen topic. My choice to choose the topic of dieting for this body project was an easy one to make. From the age of about fifteen I have been conscious of my weight despite being told ‘you aren’t fat,’ and ‘you don’t need to diet.’ These comments were not enough to deter me not to take up different dieting techniques and phases of exercising however more times than not I would fail at reaching my targets. I therefore saw this opportunity as a way to try again as the pressure of keeping a diary and writing up on it may encourage me to maintain it for longer than my previous attempts. I find the topic of dieting very interesting not just in terms of myself but also in terms of society as a whole. After researching this topic of interest and not realising it myself but dieting has a significant association with the increased risk of not only...
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