The Power of Fallacy in Advertising Essay

The Power of Fallacy in Advertising Essay.

Fallacies in advertising are prevalent nowadays to gain commercial advantage to the target audience primarily because people do no’t bother giving attention to traditional ads whether it is on the radio, on television, or on the Internet. It’s a very powerful advertising tool that focuses on deceptive claims that makes us hear what we want to hear and see what we want to see. Take the Xenadrine EFX diet pill advertisement for example. The advertisement claims to help burn off fat by boosting metabolism, though they never cited a qualified scientific study to back it up.

The marketers of the product hired already physically fit actors and actresses to create an illusion that Xenadrine EFX helps in reducing body fat. The claim was later investigated by the Federal Trade Commission and was found guilty of falsifying claims and was therefore fined. Using fallacy in advertising helps attract viewers by leading them to believe in the effect of the product even if it’s effects are not proven.

It has its downsides as the example above explains, but it still is a very powerful tool that captures the target audiences effectively. Another form of fallacy that’s very popular nowadays is called ad hominem.

According to The Dictionary website, ad hominem is defined as “Appealing to one’s prejudices, emotions, or special interests rather than to one’s intellect or reason. ” (2006) Ad hominem is used more often because the nature of it is judging a person by what they do and who they are rather than hearing what he has to say and what he has to offer. In reality, people always use ad hominem always, especially they fight for what they think is right based on their own judgment. Most people are opinionated and full of pride that they tend to judge first based on their common knowledge.

Ad hominem is a type of fallacy that people are accustomed to. It’s basically the kind of fallacy that seems to be around for ages even before the word itself was invented. Generally, people subconsiously practice it everyday without even knowing it, therefore it’s easier for them to apply it in everything that they do. Reference (2006). Ad hominem. Retrieved February 26, 2008 from http://dictionary. reference. com/browse/ad%20hominem. (n. d. ). US weight-loss pill marketers fined for falls claims. Retrieved February 26, 2008 from http://www. contactomagazine. com/articles/weightloss0107. htm

The Power of Fallacy in Advertising Essay

The Aquarius Advertising Agency Essay

The Aquarius Advertising Agency Essay.

Organizations struggle daily with organizational problems that occur in the work force. From reengineering to developing a new structure, some organizations go through it almost daily to try and iron out so flaws in their design to make sure they get the maximum production and maximum efficiency. For instance this advertising company Aquarius Advertising Agency is having a big problem with their structure. The main issue in this case is the need for reorganization and reengineering of the structure of the company.

The hierarchal schema and lack of horizontal cooperation has caused the company personnel to have conflicts with each other and thus their business is suffering. Aquarius Advertising needs a structural framework that encourages employees to engage in horizontal information sharing.

The reason why this is happening to Aquarius Advertising Agency is apparent in the working relationships of the employees at Aquarius. The account executives are frustrated with the specialists because they are going around them instead of through them to make decisions for the clients.

It is apparent that structure of the organization is wrong for this company because too many problems are occurring and the clients are suffering. If the personnel changed at Aquarius the problems would remain because of the structure of the organization this is one indication that the framework needs modification.

Another reason that the structure needs to change is because of the rapid turnover of accounts and the inability of Aquarius to efficiently respond to these changes. However the most significant reason and cause for the main issue in this case is the conflict between the different units in the organization. Without cooperation and better communication the company may fail and the structural framework and hierarchy needs to change so that the employees can work well together to satisfy the clients.

Possible Actions

Currently Aquarius is working with a functional and hierarchal structure and this design has been proven not to be the right framework for this company. It is crucial that the agency flattens out their structure and increases their horizontal linkages in order to meet the goals of the organization. This is a fast moving company and if the company doesn’t act quick then they could possibly lose more and more clients than what they are now with their current drop in turnover ratio. There three main structural designs that Aquarius could consider to put in full effect. The first structure that could possibly suit the agency is the divisional structure. The divisional structure or product structure organizes the agency into divisions according to organizational outputs. At Aquarius if a divisional structure were chosen the employees would be grouped into units comprised of different client accounts or major projects for the company.

This structure brings the various specialists together in divisions that support the specific projects needs. The difference between the divisional structure and the current functional structure that the company uses is that the divisional structure supports a rapidly changing environment because each unit is smaller and more collaborative. Also the divisional structure doesn’t have to make as many decisions because the decision making and the authority lies in the lower lever of the hierarchy.

Choosing the divisional structure would most likely lead to a more unified working environment for the account managers and the specialists because they would be grouped into smaller units working together to reach the clients goals. However, a divisional structure is best suited for large organizations and Aquarius Advertising Agency is a medium sized company and may not have enough employees to spread throughout the different projects. For this reason the divisional structure alone would not be the best alternative for the company design.

Another reorganization strategy that Aquarius could consider is the matrix structure. The matrix organization is an effort to fuse the advantages of the functional structure (the current structure at Aquarius) and the divisional structure (mentioned above). This structure is best suited for organizations like Aquarius that are medium sized and project driven. The distinctive feature of the matrix organization is that both the divisional and functional structures are executed at the same time. The account executives and functional managers would have equivalent authority within the organization and employees report to both of them. The matrix structure solves the problem that Aquarius currently faces in regards to the horizontal linkages. With this structure the agency specialists would be required to communicate and collaborate with the account executives because of the newly implemented horizontal authority lines.

Information sharing is necessary in a matrix organization and numerous people may be necessary for the same client account. In general the account executive has the total responsibility and accountability for the success of the clients account. The functional departments such as operations and marketing have the responsibility to maintain technical quality on the project. At Aquarius the individuals involved in the client’s accounts currently lack good interpersonal skills which will be a problem if the matrix structure is implemented.

The specialists already have difficulty following the lines of authority with respect to the account executives and with the matrix structure a dual authority would be created which could cause even more problems for the company. If the specialists continued to sidestep the authority of the account executives then Aquarius would have an intricate management system in place that still does not create coordination among the functions that they need. At this time due to the lack of interpersonal and conflict resolution skills amongst the individuals at Aquarius the matrix structure would not be the best alternative for the organization.

Suggested Action

The external environment is rapidly changing for the advertising industry and in order to be successful Aquarius needs to be flexible to these changes. This is one of the reasons that a hybrid structure for Aquarius would be the best recommendation for the organization. The hybrid structure best suited for Aquarius is a combination of the functional and horizontal structures and takes advantage of the strength of the two designs. Below is an organizational chart for the new hybrid structure at Aquarius. This hierarchy is flatter in this structure than the current functional design in place at the agency. The departments of legal counsel, policy committee, executive vice president, financial managers and human resources are all grouped according to the different functions each department provides and they are in direct contact and with the president and board of directors of the company.

Maintaining the functional structure with these departments insures that the authority over them resides in the hands of top management of the company. The horizontal structure in this hybrid consists of the account executives having direct authority over the teams that are compromised of the different specialists at the agency. The use of project teams will provide strong coordination over the long period of time that a client has an account at the agency.

Teams will provide strong horizontal organization and with the use of information technologies the client accounts can be managed efficiently. The collaboration of the different team members with the account executives insures that the client accounts will be well managed and decisions are made as a group instead of by different specialist departments acting alone. The account executives must then report to the functional departments to validate that they are making decisions best suited for the organization.

The hybrid structure brings together the usefulness of having the functional departments remain intact at the top of the hierarchy while organizing the specialists into teams aligned to work together for one account. This structure relieves the organization of a severely vertical hierarchy and implements a system where there will be more cooperation and coordination between the account executives and the agency specialists. The reengineering of an organizations structure takes time and consideration on many levels of the company.

I think the most important aspect managers have to make about the structural design of an organization is deciding the right balance between the vertical and horizontal coordination. The hybrid structure laid out in the organizational chart above would bring the best results for the Aquarius Advertising Agency. A combination of the functional and horizontal structures insures that some vertical authority remains however, more horizontal communication and cooperation will lead to a more efficient work environment.

The Aquarius Advertising Agency Essay

Cause and Effect of Advertising on Blood Donation Essay

Cause and Effect of Advertising on Blood Donation Essay.

Over the last 30 years, there have been many campaigns in order to promote blood donation. The purpose and focus of these advertisements has been to promote unpaid volunteers to donate blood. This blood is direly needed to keep blood banks full in order to service individuals who need blood transfusions around the world. Overall, blood donation advertising has been extremely successful in producing the desired effect.

In the past, there was a shortage of younger individuals who were donating blood. Thus, blood donation organizations launched hip and youth focused campaigns in order to encourage these individuals to donate.

The campaign focused on television, radio and internet advertising in order to reach youths. Socialblood.org has connected with Facebook to encourage blood donation. Socialblood, which can be seen below, allows you to join groups based upon your blood type. The effect of these efforts has resulted in more youth donating blood and then passing the word along. By word of mouth, the youth of the world are conducting their own advertising campaign to keep efforts alive.

Also, there have been jobs created for individuals to be liaisons to high school and college students. These individuals organize and conduct blood drives in high schools, colleges, and even social organizations such as sororities, fraternities, and clubs. This has been money well spent and has resulted in less paid donations.

Blood donation advertising increased due to the need for not just blood, but the need for clean blood. During the 1970s, much of the blood in blood banks came from paid donors. Since the screening process to donate at the time was minimal to non-existent, there was a large risk that blood donors could carry diseases. Many individuals, including drug users and people who did not practice safe sex, donated blood in order to make extra money. In fact, some of these diseases carried by donors were not even discovered or named until later on. Paid donors had tainted the blood supply with diseases such as HIV, Syphilis, Hepatitis B, and Hepatitis C. It was not until the late 1980s that a more extensive method of testing was developed. Now the number of blood donations not tested is extremely slim. Also, many countries have made it illegal to pay donors to donate their blood and rely solely on volunteers to provide blood banks with their supply.

Clean blood donations have drastically impacted people and the economy. By ensuring that blood supply is not tainted, people are receiving much safer blood and are impacted less by life threatening diseases. This also positively impacts the economy by a reduction in lawsuits and settlements. It also keeps insurance costs for diseases contracted through blood transfusions.

Blood donation advertising has increased the number of individuals turning out to donate blood at consistently and during times of need. These individuals are donating their blood in order to help individuals in crisis. Often, advertising is not even needed to encourage individuals to turn out when there is a natural disaster such as a hurricane, flood, or tornado. There was a major outpouring during the time following Hurricane Katrina and during last year’s tornados in Alabama and Tennessee.

One of the greatest effects of blood donation advertising and increased donation is the screening of blood for diseases. Individuals are screened for specific illnesses prior to donation, such as anemia. This can result in an individual finding out about a particular illness that may have gone undetected until much later. This can save individuals and insurance companies a lot of money. Thus, it would have a less negative impact on the economy.

Other diseases are screened for after donation. Depending on the organization, individuals will likely be informed if they have a life threatening blood borne disease. This can impact an individual greatly through early intervention or by informing them about a disease that could be impacting them with little to no knowledge of its existence. In fact, hepatitis has may not show any symptoms for decades. By that time most of the damage has already been done. It would most likely present itself as cirrhosis or even liver cancer. The treatment for both can be very costly, such as liver transplant, or even futile.

The reasons for blood donation advertisement focus on raising awareness to different individuals to volunteer their time and blood to help fill local blood banks to capacity. However, the impact and effect of donating is much more long lasting. By donating blood, an individual may not be just giving life to someone else, but life to themselves or even to the economy.

References
Blood Centers of the Pacific | Media Room | PR Archive 2004 | Press Release Archive 2004. (n.d.). Blood Centers of the Pacific | Find the hero in you. Retrieved March 4, 2012, from http://www.bloodcenters.org/media-room/pr-archive-2004/first-national-blood-donation-campaign-launched/ San Jose Blood Bank: Blood Donation | Ads of the Worldâ„¢. (n.d.). Ads of the Worldâ„¢ | Creative Advertising Archive & Community. Retrieved March 4, 2012, from http://adsoftheworld.com/media/dm/san_jose_blood_bank_blood_donation?size=_original Socialblood leverages Facebook to help you find blood donors – Apps. (n.d.). The Next Web – International technology news, business & culture. Retrieved March 4, 2012, from http://thenextweb.com/apps/2011/11/04/indian-startup-socialblood-leverages-facebook-to-help-you-find-blood-donors/ WHO Blood Safety and Availability. (n.d.). World Health Organization. Retrieved March 4, 2012, from www.who.int/mediacentre/factsheets/fs279/en/

Cause and Effect of Advertising on Blood Donation Essay

Advertising Causes And Effects Essay

Advertising Causes And Effects Essay.

Advertisement industries have affected the world for decades up until these days. We can see those flashy, catchy and colorful advertisements everywhere especially through mass media. United States was reported as the largest and creative advertising market in the world. Some people thought that advertising does not affect much on their lifestyles and some would just making assumptions that advertisements can cause negative effects to consumers especially when it is related to the product’s quality. However, we cannot be too judgmental on advertising industries because they have their own benefits.

It is very important to take note that advertising does have its own positive side to country’s economy, companies and also society. Firstly, advertising can bring benefits to the economy. This is because, advertising generate more jobs comparing to the others. They offers diversity of careers option like writers, authors, artist, editors and others.

According to the World Advertising Federation (WFA), US advertising generate 18.2 million out of the 126.7 million jobs in that country (2008).

Besides that, advertising contribute a huge share on the country’s economy. Every advertisement that has been produced, need to pay certain amounts of taxation in order for them to publicize the advertisement to the public. According to the Wall Street Journal, Hungary adopt tax as high as 40% on annual advertising (Feher, 2014). Next, the price of the product will also be reduced through advertising. Most of the companies nowadays are more focusing on the quality of their products instead of gaining profit. One of the strategies that advertisement industries applied in their public relation are by helping the customers to understand more about the products and the company (McNamara, n.d ). Hence, the economy of the country can really be boosts up through advertising.

In addition, the society are also affected with the benefits of advertisements. Through advertisements, people can be aware about commercial products and calamities that happened in the world these days. For example, the advertisements that shared on health drinks and toiletry products can generate awareness about health and hygiene to public (Kannan, 2013). Besides, some companies that produce cosmetic products will promote their products by comparing their product and advertise them through mass media. Consumers would have varieties of options to choose by reading or watching those advertisements since 84 percent of mobile users in Malaysia tend to click on mobile advertisements in order for them to find new products and information (Siti Shameen, 2014). Moreover, people can also express their feeling through advertising.

This has seems to be happening in the United States where they allow people to show on their supports regarding the sensitive issues like politics, religion and races. For example, in New York and San Francisco, they have the advertisement that shows Muslims are ‘savages’. (Badger, 2012). Besides, advertisements can also be used to inform public about social events and performances that are going to be held in the future. For instance, the Ad Council, a non- profit organization in the United States had sponsored many public service announcements like their famous ’Loose Lips Sink Ships’ where they run to promote national security during World War II (Morley, 2015). Therefore, advertising brings benefits not only for the consumers but also the society.

Next, advertising has made a huge impact on companies. The companies can now create maximal profits through advertising. By having their advertisement airing frequently through pamphlets, mass media and others, they would attract more customers in buying their products. When they are attracted in looking at the advertisements, they would be intimidated in buying the products thus causing the rise of the company’s profit. When the advertisements are being aired through the internet, they would reduce more on their capitals thus, maximizing on their profit (Wright,2015)

Besides, advertising also encourage the companies to compete and provide new products. When each of the company produce different types of new products with more improved qualities, the other companies would feel challenged thus producing a better quality of the products. By advertising, it can also improve the company’s public image among the consumer. This is because when a company produce advertisements through mass media, the consumer would assume that the product is quality-proven. It all depends on the company’s decision in conveying the message whether in a good way or the opposite (Thompson, 2014). Thus, advertising contribute to the advantages of the companies.

In a nutshell, advertising brings advantages not only for the economy but also to the companies and the consumers. This is because, advertising can bring maximal profits to the company by generating more customers in buying their products. Besides that, the consumers would also have the power to decide which product suits them well through the exposure that they get through advertisements. Next, the country’s economy can also be generate by providing more jobs in the advertisements industries. Therefore, advertisements brings benefits to the world’s economy.

1. Siti Shameen, M.K. (2014).Malaysians love clicking on mobile ads. New Straits Times. p 5.

2. Feher, M. (2011). Hungary adopts tax on advertising revenue. The Wall Street Journal
Retrieved from
http://www.wsj.com/articles/hungaryadoptstaxon
advertisingrevenue1402511876

Advertising Causes And Effects Essay

Semiotic Advertisement Analysis Essay

Semiotic Advertisement Analysis Essay.

1. Heinz Ketchup

Denotation: In this advertisement, Heinz transforms a bottle of tomato ketchup into a garden-fresh tomato, denoting that it is entirely made up of a natural ingredient, Whether Heinz actually changed the ingredients in its ketchup while this campaign launched is unknown, but regardless this ad appeals to those looking to eat better quality foods. The color of the backdrop‑Red is a very emotionally intense color, it enhances human metabolism, and respiration rate, it has high visibility and brings text and images to the foreground.

It is used as an accent color to stimulate people to make quick decisions. The text says, “ No one grows Ketchup like Heinz” thereby stating that they “make” the best ketchup and no one else can compare to them. However they use the word “grow” which leaves the reader with a very different meaning.

Connotation: Ketchup is made in a factory and by any means isn’t “grown,” however the text reads, “No one grows ketchup like Heinz.

” Again, the marketers transform a sugary condiment into a wholesome, raw ingredient. In doing so, advertisers attempt to assign a “healthy” connotation to ketchup. Not only are advertisers attaching a nutritional aspect to ketchup, they are redefining ketchup– perhaps in an attempt to promote a healthier way of life. The advertisement doesn’t speak to a specific age or gender. It’s universal in terms of its content, however it is dependent on the social context of today with pressure on large food corporations to make their products healthier. However, if the consumer doesn’t care about preservatives or a healthier diet, then this ad is completely irrelevant and doesn’t speak to that demographic.

2. Esprit

The girl’s features are very symmetrical, not only in her facial features (complimented by her slicked hair), but also in her positioning on the page. This symmetry is complemented by her forward stance, creating a closer proximity with her face (rather than her body) for the viewer. The advertisement uses color contrast between red shirt and black hair to center your eyes on her rather pail face, and more specifically her green eyes. What is crucial to this advertisement is that attention is attracted to the right places. In this case her hair is black for contrast but more importantly it is short and slicked, and doesn’t consume the reader’s eye. Connotations: There are, of course, reasons why the creators of this advertisement want us to be caught up in the eyes of this woman, she does not possess the “male gaze,” rather she seems to twist this gaze into a stare.

Her forward posture, is part of what lets us know this is not a “look”‘ or flirtation with the camera. Her eyes signify a strength. She has no (or no noticeable) make-up on, has short “boyish” hair, and freckles. She is what advertisers may call normal, not a normal model but closer to the girl next door definition of normal. She is not sexualized; she is shown from shoulders up, no legs, and no breasts. The advertisement forces eye contact with her and your recognition of her simplicity or “plainness” in order to transcend its message. The message is built upon a system of relationships that are less familiar to magazine readers and therefor eye catching. She does not fit immediately into our code for femininity. Her abnormality lies in her apparent normality to the onlooker.

3.

The basic [suggestion] of the message is that the speaker has strong will power and is not swayed by temptation. The catch slogan “find your voice” then reinforces this in an equally vague manner. Taken by its literal denotation, the phrase is actually absurd and ironic when a product is being sold which could cause one to lose one’s voice temporarily or permanently. Connotation: The copy really has several possible connotative meanings. It can simply be talking about making decisions about what cigarette to smoke, or it can be talking about the decision of whether or not to smoke at all. Since neither of these things are clearly defined as the “temptation” or the “decision,” however, it connotes that the woman in question applies this tactic to other areas of life.

You could easily substitute sex, food, money, or a number of other things for cigarettes and the statement would still be equally applicable. The copy, therefore, in its vague nature connotes a broad, pseudofeminist lifestyle approach. By using the concept of making “choices,” it is even hinting, albeit very carefully, at broader political issues. The catch phrase, is printed in yellow, which symbolically denotes fear and timidity, and in a swirly paintbrush type, which is a sign of playfulness. The ad itself is overwhelmingly pink. Not only are the model’s clothing and makeup pink, but the studio background as well. It therefore functions as a symbol for all of traits of our culture’s traditional female ideal, like innocence, cleanliness, and sexual purity. Therefore, in contradiction to the message we are being given in the text, which suggests behavior, that is not part of the old myth of the ideal female, we are overwhelmed by a color that, in its cultural connotation, represents traditional female roles.

4.

Denotative: This ad belongs to the 2000’s where there was emphasis on R&B and hip-hop glamour. The ad talks about ‘black culture.’ The setting is entirely designed to project the message. The circular set diminishes the importance of all the other people, apart from the phone user; her clothing, and, her confident appearance further highlight her. The set could be a trendy bar, but has every appearance of a private jet, (probably cause of the clothes of the waitress/airhostess.) A ‘dream lifestyle’ is being evoked. Connotation: The “it ain’t where you from/where you at” message (pitched in a colloquial language, is about aspiration and snobbery, it makes the reader feel that both these people came from the same background, that it wasn’t luck or a series of opportunities that led to them being in different places and that the girl at the foreground of the image, is there because of her choice of the phone.

The waitress is attempting to exert power over the phone user by looked down on her. The phone user’s gaze is however directed elsewhere, and it has no effect on her what so ever. Due to the fact that it is a phone advertisement, there is obviously an implied speaker at the other end of the phone, a person (who probably has the same phone she does) who is also in a position of wealth and power. One has to notice how they connote that, the phone (aside from being a status symbol) will connect you to people who also have reached places. Finally, there is a play on the catch phrase “where you at?” is a colloquial way of asking a person ‘where they are’, which is a very recent phenomena because instant communication is a relatively new thing. The reader who understands the joke is included into the world of the ad, and made to feel smart for understanding it.

5.

Connotation: This ad relies on disruption. The idea being for a brand to break through by going into another category, i.e., this ice cream brand is applying the logic of cosmetics in its world. It seems like a power play, the model is implying “When I consume this, I feel great and I’m sexy, you’re going to want me as much as you want the ice cream.” The ice cream is looked as a product that is sexual and sensual, which makes her indulgent and attractive. It is as much targeted at men as women – it’s making a statement about women who eat magnum.

6.

7.

It makes people believe that by practicing safe sex they could evolve into a better person. Even in the ad, women are frustrated by the pigs, the only woman who doesn’t have a bored/ disgusted expression on her face is the one with the human at the back, hence it clearly tags men as the ‘pigs’ who are alone/ unsuccessful at being in any relationship. This ad (being a male product) targets men, but also sends a message that women (who are evolved) don’t have sex with pigs.

8.

The can is placed at the center of the composition and while placed slightly lower than center, the straw leads the viewer’s eye up towards the middle of the frame. The droplets of water on the can reference perspiration and denote that the can is full of a cool, refreshing liquid. The can has a red, white and blue symbol – Pepsi’s logo – carefully centered to the frame. Conversely, the largest and most noticeable text in the ad is the large text to the right of the frame which reads “the new skinny can.” While this text connotes that the can the beverage comes in is indeed skinnier and taller than other similar beverage cans, the word “skinny” also denotes the similar goal of reduction and attention to caloric intact which for many the end result being to become (or stay) “skinny.” The next observable text on the ad is “Sofia Vergara for Diet Pepsi.” Sofa Vergara is a contemporarily famous actress known for her overall attractive appearance.

Her association with this product reinforces the earlier stated connection between its use and the results of attractiveness offered. As an actress known for her shapely figure which is often the focus of media attention, the ad reinforces the idea that diet pepsi is a drink for those who are concerned with achieving and maintaining a slim figure themselves. In conclusion this advertisement’s message is that diet pepsi will help you to have a “skinny” and attractive body just like that of Sofia Vergara. That is not to say that drinking Diet Pepsi makes you attractive, but more that attractive people like Sofia Vergara drink Diet Pepsi. The “skinny” can is analogous to the skinny drinker of this refreshing and cool elixir.

9.

On a connotative level, gest that the colour red is associated with seduction, power and romance and therefore links these ideas to the fragrance, selling it to the viewer as everyone wants these attributes. The combination of signs such as the red lips shown alongside Johansson’s pale blonde glamorous curls, seductive pose and silky/sexy clothing could also be seen as a symbolic sign, as this image of Johansson could be associated with many images of Marilyn Monroe. Thereby implying everything

Although this fragrance does depict ideas of seduction and sexuality on a connotative level it is interesting to note that Scarlett Johansson does not appear to be looking directly at us, so that in this case it does not appear alongside her red lips and sexy clothing as if she is giving a ‘come-hither’ look.

The fact that the fragrance name does not include any capital letters, which suggests its simplicity and sends out the myth on a connotative level that its easy and simple to be glamorous with this fragrance. This lower case name also contrasts well with the brand name, which appears completely in capital letters which suggests that above all they are selling the brand and as such a well established brand the brand name DOLCE & GABBANA speaks for itself in selling the fragrance. We could suggest that the aim of the creators of this advertisement is to affect consumers into believing the naturalise the myth that will make them feel that if they own the luxurious fragrance the one then they too will beautiful, glamorous, seductive and therefore attractive to men, just like Scarlett Johansson.

10.

Connotative: Although BMW engages this image of innocence and flawlessness, there also appears to be a significant sexual message in this ad. The young woman’s eye contact is directly with the camera, and it looks as if she is looking right into your eyes with a seductive expression. Her mouth also get a lot of attention as it appears to be slightly open, drawing your attention right to her full lips, “open lips are used to suggest sexual excitement or passion. Her shoulders and chest are completely bare, drawing attention to the fact that she likely isn’t wearing any clothing, and the position of her head is slightly tilted to the side, drawing attention to her long and slender neck.

All in all, the slogan “You know you’re not the first.” Is depicting this young women as a sex object, and it’s implying that like this young flawless woman, BMW premium cars are also beautiful, premium, and flawless, regardless of whether or not you’re the first owner of the car. These connotations reaffirms the idea that women are sexual objects and are “new/pure” as long as they remain virgins, it re-establishes the popular idea that a woman’s worth is in her virginity.

It also directly links a woman to a used car, stating that she can be bought or sold, but because she is so beautiful/flawless you wouldn’t mind not being the first “owner.” There by implying that the men are active, they are “owners” they act upon their objects and women are passive and meant to be acted upon. The target audience is clearly—upper middle class- rich men, who are looking for a vehicle.

Semiotic Advertisement Analysis Essay

Two Ways a Woman Can Get Hurt Essay

Two Ways a Woman Can Get Hurt Essay.

Advertisements are an everyday part of our lives, whether we look at them subconsciously or consciously they influence us. Imagine how many ads you have seen in your lifetime and how they have affected you over time. “Two Way a Woman Can Get Hurt” by Jean Kilbourne is an article about how the objectification of women in advertising can lead to violence because ads shows a truth and this truth is that women are more likely to get abused. Jean Kilbourne successfully attempts to inform women that objectifying people in advertisement makes violence seem acceptable by using logos and pathos.

However, her weakness is that she writes with too many hasty generalizations and also with some post hoc. Even though Jean Kilbourne has a couple flaws in her article, they could easily be fixed. Her arguments and writing overall is effective. Her strongest strategy in her article is how she uses logos towards women. She uses effective citing and true cases or events to prove her point that objectifying people in advertisements makes violence seem more acceptable.

She uses former surgeon general Antonia Novello “Battery is the single greatest cause of injury to women in America… and more than one-third of women slain in this country die at the hands of their husbands or boyfriends. Throughout the world the biggest problem for women is surviving at home. ”(428) She also uses a very strong argument from a 1998 study by the federal government that “…one in five of us has been the victim of rape or attempted rape most before our seventeenth birthday.

And more than half of us have been physically assaulted, most often by the men we live with. (430-431) And also in that study is states that, “three of four women in the study who responded that they had been raped or assaulted as adults said that the perpetrator was a current or former husband, a cohabiting partner or date. ”(430-431) These facts and statistics are compelling and prove to readers that women are living in a state of terror and not living up to their full capacities because of this. Also those women are not being respected as much as they should be and they are being turned into an object that could easily be used.

Also in the article she somewhat explains men and their side of the story. She shows through explains that women are not the only ones being objectified. She provides an example from a 1994 commercial where a bunch of women surround and cackle a male construction worker with his shirt off drinking a Diet Coke. Commercials are showing half naked men and women who are close behind lusting after them. She then uses Anna Quindlen to affectively explain her case who says, “Hatred by the powerful, the majority, has a different weight-and often very different effects- than hatred by the powerless, the minority.

She explains there is a big difference between women being objectified and men being objectified. The commercials towards men are almost humorous because there is no real danger towards most men, whereas women are almost always at risk. This is a strong argument because it speaks the truth and she has the sources to back it up. The next strategy Kilbourne does effectively in her article is using pathos. She evokes emotion really well and causes the reader to think deeper behind some of the advertisements that are put out there.

She uses an excessive writing style that makes the readers want to keep reading to see what happens next. One example is when she uses a junior high school student who was tormented by boys at her vocational school she writes, “’The boys would call me slut, bitch. They call me a ten timer, because they say I go with ten guys at the same time. I put up with it because I have no choice. The teachers say it’s because the boys think I’m pretty. ’” (439) This evokes emotion to the reader.

They could feel sadness for the girl because she has to go through with that at school, which is supposed to be a safe learning place. It could also make the reader angry because the teachers are not doing anything about the name calling and because they are not even punishing the students for using that kind of language at school. Kilbourne explains that there are sexual assaults on children at school as young as eight. This is a good point to use because it grabs people’s attention because that is such a young age for sexual harassment to start. It then creates an environment for girls to learn self-hatred.

Another really efficient story she uses to evoke emotion and create awareness is a case for a young female who was raped. The female was wearing Victoria Secret underwear which most people know have sexual ads that say the women will be irresistible if they wear them. A young man named William Kennedy Smith raped her and she was wearing Victoria Secret underwear. The jury acquitted Smith because the panties were an indication of her immorality. It was her fault she was raped because she was wearing underwear that made her “irresistible” to others.

This is one of her strongest points just because of the fact of how outrageous it is. This case is one of the most compelling in her article and probably also evokes the most emotion. Some would probably feel outraged and a bit concerned that a rapist could get away with what he did to that girl because of the type of underwear she was wearing. Kilbourne has many effective arguments, but the problem with her writing is she may get carried away.

She has quite a few hasty generalizations such as when she says, “Women are especially cruel judges of other women’s sexual behavior. (424) This is not true for every woman; she makes an assumption about the whole group itself. Also the males throughout the whole article she talks about them and how they see these advertisements that will make them believe they have this underlying dominance over women and that it is acceptable to treat them as sexual objects. She claims the ads will give them an idea that harassment or violence towards women is acceptable. This is not the case for all men. Not all men are going to see these ads and then all of a sudden want to go hurt women.

She makes it seem like all men are looking for dominance and women to be submissive. Her arguments would be more powerful if she added more statistics to prove that most men see these articles and are influenced more to see women as objects. Her other problem is that she has another logical fallacy called post hoc. In one of her arguments she says, “…violent images contribute to the state of terror. And objectification and disconnection create a climate in which there is widespread and increasing violence…the person is an object and violence is inevitable. (428-429) Again her argument would be stronger if she proved this by showing a statistic or study proving this argument.

However, she does not and it makes it so her argument is weaker and it becomes an illogical fallacy. Just because B comes after A, does not mean A caused B. That is what she is saying in her argument; because men saw the articles, the articles cause them to be violent. This is not necessarily true. It is a possibility that the articles contributed to the violence, but once again there is not proof and you cannot just assume that because of the articles the man became violent.

She does claim that the ads do not cause violence directly, which is almost contradicting herself because she was just saying it did cause violence, however, she could have elaborated more on explaining how ads influence violence. Throughout the whole article Kilbourne provides very controversial advertisements and explains the deeper meaning behind them. Such as an ad for possession shirts and shorts where a man is chasing a female who seems to be harmlessly enough having fun, but yet he is tugging on her clothes trying to take them off.

She has numerous ads like this which all make you think about the ads and how they are portraying the sexes, which is exactly her goal. She wants people to see the effects the advertisements are subconsciously or consciously having on people. Therefore her goal is effective. She is causing the readers to be aware of what they see on a daily basis. This makes Jean Kilbourne’s article “Two Ways a Woman Can Get Hurt” an effective one, with her use of statistics, cases, and evoking emotion from the reader.

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Two Ways a Woman Can Get Hurt Essay

Natural Hair and the Lack of Hair Care Essay

Natural Hair and the Lack of Hair Care Essay.

Natural hair has become very popular among African American women, myself included, within the last ten years. Finding the hair care products needed is almost impossible. There are no commercials on main stream TV or advertisements in magazines. If you want to know anything about what products are available, the internet is your best bet. With the help of Natural Hair bloggers and the YouTube vloggers, who created their channels to share information, women with natural hair have been able to get the necessary information on what products are available to them for use.

Bloggers and vloggers receive products from different companies, review them, and then share their experiences with others in the natural hair community. These smaller companies assist the bloggers and vloggers in hopes they provide an exceptional review of their product, which in turn, leads to reaching the customers of their target market. Eventually the larger companies soon saw this as a way to introduce their products as well and followed suit.

Pros of the Issue

The internet and social media have opened promotional doors for small companies such as Sundial’s Shea Moisture Hair Care Line and Mixed Chicks. These are just two companies who have a market niche in natural hair care products. By sending samples to bloggers and vloggers, customers with natural hair started to inquire about their products at the local retail stores. Not long after, initially we began to see print ads in magazines targeting African American women, like Essence, Ebony and Jet. As the market started to grow ads began appearing in more mainstream magazines like Woman’s Day, Allure, and eventually mainstream television.

Commercials began to air on stations like BET, TV One and Centric, which are geared to the African American community. A major promotional boost for these small companies came in 2010 and again in 2011as one of the largest retail chains in the country, Target, invited companies that were selling merchandise on line to come and provide a presentation on their products, with the possibly of being picked up for sale in Target stores. Target decided to showcase six natural hair care brands, placing them in prominent spots on the aisle and away from other ethnic hair products to allow them to stand out (http://www.bloomberg.com/bw/article/2013-06-20/startups-target).

With the success natural hair care product companies were having, larger companies like L’Oréal and Procter & Gamble, who ruled the $7 billion U.S. hair care market, decided to join the curl trend. Because they’ve cultivated a shared sense of identity with their customers, the smaller owned companies continue to dominate (http://www.bloomberg.com/bw/article/2013-06-20/startups-target).

Cons of the Issue

When the major hair care companies realized that natural hair for African American women was here to stay they wanted a piece of the action and jumped into the natural hair care market. With more money and larger advertising departments, the larger companies were able to hire advertising firms to produce top notch commercials and print ads to for the market. Their ads were seen on main stream television and in more main stream magazines when compared to the smaller mostly black owned companies. As these smaller companies continue to grow, hopefully so will their promotional dollars. There is a need for more commercials that will be seen by the masses.

My Position on the Issue

Being of African American decent, and also wearing my hair natural, I remember at the start of my journey the problem of not being able to find products or should I say, the right products to care for my hair. This took me to the internet and YouTube where there are lots of people promoting products for natural hair care. Products are being used and reviewed for both the smaller companies and some of the larger ones. I would love to see more promotion from both sizes of companies on main stream basic television.

As the natural hair community continues to grow, the need for products will also grow. By not advertising across all spectrums of ad media, companies are missing a whole target market. I purchase most of the things I do, because I either have seen a commercial or by word of mouth. Perreault, Cannon & McCarthy (2010) tell us that “Promotion is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.”

References
Dwoskin, E. (2013, June 20). Yale and Evin Bloomberg | Violin | Home. Retrieved from http://www.bloomberg.com/bw/article/2013-06-20/startups-target Perreault, Jr., W. D., Cannon, J. P., & McCarthy, E. J. (2010). Promotion-Introduction to Integrated Marketing Communications. In Essentials of Marketing (12th ed., p. 322). New York, NY: McGraw-Hill/Irwin.

Natural Hair and the Lack of Hair Care Essay

Impact of Advertising on Youth Essay

Impact of Advertising on Youth Essay.

Definition

Youth is considered as a period of transition from the dependence of childhood to the independence of adulthood. Due to the expansion of global higher education and delayed marriage, the period of time from youth to adulthood has been extended longer compared to before the expansion. As a
result, the marketers, educators and policy makers consider youth stage as a stage that is becoming more important to them (Assaad and Roudi-Fahimi, 2007). According to United Nation (UN), they define ‘youth’ as “those persons between the ages of 15 and 24 years” (UNESCO, 2013).

Malaysia follows the United Nation’s definition of youth by changing the old age group of youth from 18 to 40 years old to the new age group of 18 to 25 years old under a new National Youth Policy (The Star Online, 2011). Based on Malaysia Demographics Profile 2014, the number of population for age structure 15 to 24 years old is 2, 580, 486 for male and 2, 511, 579 for female (Index Mundi, 2014).

Consumer purchasing behaviour or also known as consumer buyer behaviour is studied to be an inseparable part of marketing and Schiffman (2007) state that consumer buying behaviour is “the behaviours that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs”.

Advertising is a marketers’ technique and a method of communication to encourage and persuade potential or current consumers. These potential or current consumers can be viewers, readers or listeners and they will be persuaded to continue using the marketers’ services or products or take some new action after the advertisement. Sponsors commonly paid for the advertising messages and it can be viewed by means of numerous traditional media and new media (Upadhyay & Joshi, 2014).

Advertising Industry in Malaysia

In Malaysia, the advertising industry is considered as a profitable business. Malaysia spends about RM2.39 billion in the first half of the year 2007 and this is a 9% increase from the same period in the year 2006 where it is RM2.2 billion. This shows there is a steady growth for this industry in Malaysia (The Report Malaysia, 2008). Furthermore, from the year 2000, there is an increase of 76% for advertising expenditure with cinema, point-of-sale and radio advertising experiencing a triple-digit growth for this same period of time (The Report Malaysia, 2008). Although this industry is lucrative for business, the content for advertisement is highly restricted by the Malaysian Communication & Multimedia Content Code (MCMCC, 2009). Aim

Malaysia’s total advertising expenditure rose 22% by the first half of 2008 compared to the last year’s advertising expenditure. This accounted to the expenditure of RM2.9 billion alone for advertisement (Malaysian Communications and Multimedia Commission, 2009). There is no certainty that the money spent on advertisements will give the necessary profits that these companies expected to gain. Due to the fact that the highest purchasing power belongs to the youths, the companies should target the existing youth market. In order to target this market, companies should be equipped with extensive knowledge on which aspect of advertisement that heavily influences the youths’ purchasing behaviour. This research aims to find the factors of advertising that influences the youths’ purchasing behaviour. As youth purchasing power is on the rise and the content of advertisement is highly restricted by the Malaysian Communication & Multimedia Content Code, it is imperative for the marketers and advertisers to understand what aspects of advertisement that appeals to the eyes of the youth consumers.

Motivation of this Study

Global youth market is “an impressionable and loyal market that are making decisions and gathering information on products and companies that could last a lifetime” (Maddock, n.d.). The international marketers and advertisers consider the global youth market as a noteworthy market to consider due to its size, homogeneity and its rising purchasing power. Due to the consideration that they are a significant market, these knowledgeable consumers that are in the youth market have been sniped with promotions for most of their lives. Although there are many types of marketing weapons that can be used to influence them, advertising still remains as the main weapon due to its longer impact on viewer’s mind (Katke, 2007).

Even though it is a known fact that youths’ purchasing power is on the rise compared to other range of age, there are still limited researches that have been done regarding this topic. Most researches centred on the relationship between advertising and general consumer purchasing behaviour in other countries. There are inadequate amount of research that was done concerning the relationship between advertising and youths’ purchasing behaviour in Malaysia. Therefore, this research is made to understand what makes an advertisement desirable to the Malaysian youths and its influences on their purchasing behaviour. Problem Statements

The world in year 2014 is home to 1.8 billion young people from the age of 10 until 24 (UNFPA, 2014) and majority of the purchasing power belongs to them. This makes them the most persuasive in making purchasing decisions in terms of food, clothing and cars to entertainment and family vacations. They even have a say on what type of home they will live in (Jennifer Waters, 2006). This makes the youths an important target market for advertising agency and companies all around the world. The primary mission of advertisement is to reach the intended consumer and influence their awareness attitudes and buying behaviour. As they spend a huge sum of money to maintain the consumer’s interest in their products, they need to understand what catches the consumer’s interest. Furthermore, due to the heavy regulated nature of this business, it is vital to evaluate the factors of youths’ attitude towards advertising to discover what antecedents that would affect youths’ preferences are.

Research Questions

The research questions are as follows:

1. Which aspect of advertisement influence youths in purchasing the product or service? 2. What is the relationship between advertisement and youths purchasing behaviour? 3. Why is advertising critical in ensuring the survival of the company? Research Objectives

The objectives of this research are to:
1. Identify the aspects of advertisement which influences youths in purchasing the product or service. 2. Determine the relationship between advertisement and youths’ purchasing behaviour. 3. Ascertain the importance of advertising in ensuring the survival of the company. Scope of this Research

This research centres around the impact of advertising on youths’ purchasing behaviour. In this research, youth is considered as anyone from age 18 to 24 years old. Furthermore, this research will be conducted at four different private universities in Kuala Lumpur, Malaysia (HELP University, Open University and University of Kuala Lumpur) as there is a limited amount of money and time to travel to anywhere else. In addition, this research only consider students from different courses; one course per one private university. This research will only test whether the Independent Variables (credibility, informative, hedonic/pleasure, good for economy) influences the Dependent Variable (impact of advertising on youths’ purchasing behaviour).

Significance of this research

All companies in Malaysia spend a huge sum of money on marketing strategy of advertisement to introduce the product or services that they provide in market to consumers. Furthermore, with the restrictions to create creative advertisements from the Malaysian Communication & Multimedia Content Code, it made the job of the advertisers harder due to restricted contents that are allowed in an advertisement. Therefore, through this research, marketers and advertisers are able to identify the aspects of advertisements that youths in Malaysia prefer to have in an advertisement. This will help to save a lot of the marketing world’s expenditure and time as they are able to come up with a more efficient, successful and popular advertisement to suit the taste of youths in Malaysia.

Theoretical Framework

The dependent variable for this research is ‘impact of advertising on youth purchasing behaviour’. This research aims to find the factors of advertising that influences the youths’ purchasing behaviour. The first independent variable is ‘credibility’. According to MacKenzie and Lutz (1989), advertising credibility is consumers’ overall awareness towards the honesty, reliability, dependability and credibility of an advertisement. The second independent variable is ‘informative’. As recipients react very positively towards advertisements that provide information, information is treated as a very valuable incentive in the marketing world (Varshney, 2003).

The third independent variable in this research is ‘hedonic or pleasure’. Abd Aziz, Mohd Yasin, and Syed A. Kadir (2008) found that advertisements can be pleasurable and entertaining in enticing and retaining attention given to customers’ desires and requirements. Lastly, the fourth independent variable is ‘good for economy’. Based on the research done by Bauer and Greyser (1968), over 70 percent of their research sample believed that the living standard increased due to advertising and this in turn led to good products.

Underpinning Theory

The underpinning theory that will be used as a guidance to accomplish part of this research is the Hierarchy of Effects Model by Robert J. Lavidge and Gary A. Steiner. This marketing communication model that was created in the year 1961 suggests that there are six stages that an advertiser has to guide the consumer to go through. After these six stages, the consumer has to decide whether to buy or not the products or services offered. The six stages comprises of awareness, knowledge, liking, preference, conviction and the final stage, purchase (Nguyen, 2013). This research will be using the Hierarchy of Effects Model as a guide to develop the questions in the research’s questionnaire and also as a guide to analyse and understand the research’s results.

Proposed Research Methodology

The main purpose of this research is “To Evaluate the Impact of Advertising on Youths’ Purchasing Behaviour” among Malaysian youths. A survey will be conducted amongst the private university students in Kuala Lumpur, Malaysia and a thorough analysis of the results will be made. Sample Size

A sample of “200” questionnaires will be distributed for the purpose of study and analysis.
Sampling Unit
Sampling unit consist of private university students in Kuala Lumpur, Malaysia. Sampling Technique
Convenience sampling technique (non-probability sampling) is going to be used for the survey. Questionnaire will be filled by the private university students. Data collection: data will be collected through primary and secondary sources. 1. Primary data: primary data are going to be collected with the assistance of structured questionnaire. 2. Secondary data: Source of secondary data is going to be collected using the help of published reports, journals, and credible websites.

Sample

In this research, the sample will consists of 200 students (N = 200) selected from university students from four private universities in Kuala Lumpur, Malaysia using convenient sampling technique. The sample size will be consisted of university students of age between 18 to 24 years old from four different courses.

Survey Instruments

The main objective of this research is to analyse the impact of advertising on youths’ purchasing behaviour for private university students in Kuala Lumpur. The data for this research will be collected by well developed, structured five point Likert Scale questionnaires. All of the questionnaires are going to be distributed among the students from four different private universities of four different courses. The answers from the questionnaire will be collected in a period of two weeks and the results will be analysed and evaluated using Statistical Package for Social Science (SPSS) version 20.0 of IBM. The questionnaire is divided into two sections; section I and section II.

Section I contains questions about the awareness about the advertisements and section II contains questions that describes the recent purchase the private students had done with the assistance of the advertisements that they have seen and attracted to. For this research, the Likert scale will contain a five point scale where number 1 is for strongly agrees while number 5 if for strongly disagrees. The five point Likert scale will be defined as below to help with the analysis of the results. (Number 1)

Strongly agree

(Number 2) Agree
(Number 3) Neutral/No opinion
(Number 4) Disagree
(Number 5) Strongly disagree

Conclusion

Advertising industry is a very lucrative industry in Malaysia as it is able to make a high profit in a short time. The same cannot be said for any company that invests a huge amount of money in to make advertisements for their products or services. Advertising is a risk that companies have to take in order to spread awareness to consumers about their new or existing products. When a particular advertisement is successful in catching the consumers’ attention and able to convince them to purchase the product or services, the sales for the company will increase but when it fails, the profits drops. As companies need to take such high risks every time they need to produce advertisements, it is important for them to know which market has the highest purchasing power and to have knowledge on how to attract these potential consumers.

It is identified that youths have the highest purchasing power among all range of ages and this research aims to identify the factors of advertising that influences the youths’ purchasing behaviour. This research’s theoretical framework consists of four independent variables that are credibility, informative, hedonic/pleasure and good for economy and the dependent variable is impact of advertising on youths’ purchasing behaviour. In order to execute the research, Hierarchy of Effects Model by Robert J. Lavidge and Gary A. Steiner will be used as an underpinning theory. Five point Likert Scale questionnaires will be distributed and collected in two weeks to university students from four different private universities. This research will be done in hopes that companies are able to produce more stimulating and successful advertisements to youths.

References
Abd Aziz, N., Mohd Yasin, N., & Syed A. Kadir, B. (2008). Web advertising beliefs and attitude: Internet users’ view. The Business Review, Cambridge, 9(2), 337-337. Advertising Development In Malaysia: Catching Eyebals in Changing Media. (2009, January 1). Retrieved January 27, 2015, from http://www.skmm.gov.my/skmmgovmy/files/attachments/Ad_Dev_Malaysia.pdf Assaad, R., & Roudi-Fahimi, F. (2007, April 1). Youth in the Middle East and North Africa: Demographic opportunity or challenge? Retrieved from http://www.prb.org/pdf07/youthinmena.pdf Bauer, R., & Greyser, S. (1968). Advertising in America: The consumer view. Unpublished Graduate Dissertation, Boston, MA: Harvard University. Gupta, M., Engelman, R., Levy, J., Luchsinger, G., Merrick, T., & Rosen, J. (2014, January 1). The Power of 1.8 Billion: Adolescents, Youth, and the Transformation of the Future. Retrieved from
http://www.unfpa.org/sites/default/files/pub-pdf/EN-SWOP14-Report_FINAL-web.pdf Katke, K. (n.d.). The Impact of Television Advertising on Child Health & Family Spending. Retrieved from http://www.itu.int/ITUD/ict/newslog/content/binary/20-2008jpg. Lim, W. (2011, November 17). Only those aged 18 to 25 defined as youth. Retrieved from http://www.thestar.com.my/story/?file=/2011/11/17/nation/9918718&sec=nation MacKenzie, S., & Lutz, R. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53, 48-65. MCMCC, The Malaysian communications and multimedia content code. (1998, January 1). Retrieved from http: //www.cmcf.org.my/FILES/CONTENT_CODE_ (V6-Final).PDF. Maddock, T. (n.d.). Youth Marketing: Tips for reaching the lucrative teen, tween and college markets. Retrieved January 23, 2015, from file:///C:/Users/user/Downloads/youth_marketing_whitepaper.pdf Malaysia Demographics Profile 2014. (2014, August 23). Retrieved from http://www.indexmundi.com/malaysia/demographics_profile.html Nguyen, H. (2013). The Hierarchy Model of Advertising Effects: A Debate. International Integration, 92-96. Schiffman, L., Hansen, H., & Kanuk, L. (2007). Consumer Behaviour: A European Outlook. London: Pearson Education. The Report Malaysia. (2008). London, UK: Oxford Business Group. Upadhyay, P., & Joshi, J. (2014). Impact of Advertising on Buying Behavior of Youth in Kota City with Special Reference to Branded Outfits. International Journal of Managerial Studies and Research (IJMSR), 2(2), 1-20. Varshney, U. (2003). Location management for mobile commerce applications in wireless internet environment. ACM Transactions on Internet Technology, 3(3), 236-255. Waters, J. (2006, October 11). Young, with tons of purchasing power. Retrieved January 13, 2015, from http://www.marketwatch.com/story/young-americans-a-giant-influence-on-buying-decisions-study What do we mean by “youth”? (n.d.). Retrieved from http://www.unesco.org/new/en/social-and-human-sciences/themes/youth/youth-definition/

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Impact of Advertising on Youth Essay

Develop a media plan Essay

Develop a media plan Essay.

Introduction

I am going to define the EYWA company media requirements. And as well as identifying target audience and consumer profile, analysis the product market factor of the EYWA Company. Analysis the creative requirements of an advertising message and identifying media merchandising requirements , confirm the media budget and legal and voluntary constraints of the company of EYWA. 2. Characteristics of the target audience from the advertising brief. Earth sprite products are 100% natural and effective reasonable and innovative. The target audience consist of woman who are beauty conscious and who are looking for natural products.

They are aware of the adverse effects of chemical-based skin care products. They are looking for natural products which are good value for money and will their skin looking rediant and help fight aging.

3. Prepare a detailed consumer profile EWYA Company

Demographic information
Gender – Females
Age – 25-54
Marital status: half of married and half of single
Level of educational attained: females professional, Wives of professional Income – approximately $150,000
Geography profile- inner city and suburban areas
Psychographic information:
Activity
Interest
Opinion
Values
Lifestyle

4. Analyses market factor to determine the reach and frequency required for each of the advertising media suggested in the brief. Media strategy: EWYA Company using media for advertising such as TV, radio, woman’s magazines and health magazines. EWYA Company also using some of social website for examples Face book and twitter could also highly effective. Point of sale display in a major super market or chemist chain should also be considered. Level of involvement: TV, radio, and magazines and social media are high level involvement.

Point of sale display in a major super market or chemist chain comes in low level involvement. Product usage and lifecycle: product usage is high and product life cycle comes in four sections. Advertising message characteristics: it is reasonable price and 100% Australia owned. Product characteristics: The entire earth sprite product contains tamanu oil which has a unique capacity to support the formation of new tissue. Eywa is 100% Australian owned.

Ewya products price are very affordable rather than the competitors’ products. Competitive situation: other similar products on the market in term of product features and pricing. Create brand awareness for the Earth sprite products and differentiate the brand from its many competitors. Media enviourment : it is combination of electronic and hardcopy media enviourment.

5. (a) creative requirement
Eywa using mainstream media.
Images
Action
Colour
Words
Music and sound

Colour plays important part in advertising. colour perception controlled by brain, eyes and influencing our emotions and actions and we can use many colour such as black, blue, red, white, yellow, green, pink etc. Through the action add to the creative message by demonstrating how the product can be used and features of the products. Images based on the impact you want to make on the consumer. Music and sound I the key element in advertising like using the advertising slogan as part of the sound experience for the consumer can also make a big impact through brand association. The cost of this promotion is $5 million.

Advertising message and media implication: the catchy slogan “Reconnect” with nature. Eywa is 100% Australian owned. Ewya products price are very affordable rather than the competitors’ products. 6. Outline the product or service merchandising requirements

Point of sale display space in a major super market or chemist chain should also be considered. Merchandising refer to any activity that aims to sell products or service using point of sale The product or service advertising be relevant to the specific communities. The product and service have an association with a specific media vehicle. A media merchandising strategy is to adopt a brand extension strategy. 7. Identify any relevant local, national or international legislation or standard that you may need to consider.

Develop a media plan Essay

Letter Of Application Essay

Letter Of Application Essay.

I am writing to apply for the position of Marketing Manager in your Tokyo office, as advertised in last week’s Independent newspaper on 9th October. As outlined in my curriculum vitae, which I have enclose, I attend Riverside Secondary School I Gloucester where I completed my GCSE and ‘A’ level studies. In 1987 I graduated from the University of Wales with BSc in Business Studies. After graduation I moved to Tokyo where I trained as a market researcher for the Yen Company for two years.

On my return to England, I continued working as a market researcher until 1993 when I obtained my present position. I am currently employed as Assistant Managing Director at Melton Enterprises, where my duties include the organization of staff and stock, as well as the allocation of budget within the Sales Department.

I am also responsible for overseeing the whole business, and I am generally noted for my good organizational and managerial skills. I believe that I would be an ideal candidate for the position you have outlined, as I have had an extensive marketing training with a well known Japanese marketing and public relations firm.

My time spent living in Tokyo also ensured that I obtained a valuable insight into Japanese culture and working practices. I also have a number of good business contacts in Tokyo, as well as basic understanding of the Japanese language, which is necessary if one is to be able to work effectively. Finally, I am willing to be relocated at a short notice, which I understand to be a requirement of this position. I enclose my curriculum vitae and a photography as requested, and I would be happy to supply you with further details should they be required. I thank you for considering my application and I am willing to attend an interview at any time.

Letter Of Application Essay