...Advertisement Analysis The advertiser of this ad is the makeup company Estee Lauder. The agency of this advertisement is unidentifiable. Estee Lauder is a national company that any woman will recognize even if she does not use makeup. I got it from Cosmopolitan Magazine, which is a very popular women’s magazine. It was located randomly in the middle of the magazine a few pages before a major article. This is good placement for the advertisement because women typically like looking at new products to try and compare with other products. Even if the reader of the magazine decides to flip to the main article they may come across this ad since its just a few pages away. This advertisement is trying to influence an attitude. Estee Lauder is making the audience believe that in order to look young they have to have youthful eyes. By using this night cream the audience will look younger, feel younger and be more beautiful. After reading this ad anyone with any of the negative features listed such as fine lines, crows feet, dark circles, puffiness or uneven texture may feel insecure and immediately want to do something to cover it up because they may feel like now they are not as beautiful and that this may be something others notice about them. This advertisement will appeal to many women because women are always trying to look beautiful for others. I believe this because in the advertisement, all the possible eye problems that this night cream. Also, there are various sayings...
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...Ad Journal entries 1 DKNY ad in fashion magazine. I find this ad appealing, because the picture is beautiful and catches attention. Image portrays a good-looking young girl wearing pretty vivid dress. 1. When I was preparing for this assignment today 02.01.2014, 4 PM, I took the April 2012 issue of VOGUE Magazine from the shelf. I was looking through it when I saw this print ad there. 2. Target audience of the ad are young women. Young woman 18-35 years old, she is living in the city or nearby. She is self-confident, or she try to be so. She like to go out and to be in the center of attention. She want to feel herself attractive. She want to be above the others. She might be working or studying or both, yet she always have time to attend a party. 3. The message of the ad is: “You are young, beautiful, and you are on the top of the world. You are a gorgeous flower in the colorless stony city ” The proposition is ‘to keep being fresh, bright, glaring in the big city life and within urban environment.’ They are selling me unique clothes in which I supposed to feel myself: * More self-confident, yet still unsophisticated * Sexy and attractive, yet not as an ‘object’, but as a strong personality. 4. Ad appeals to specific group of people, ad appears in the appropriate media to reach this specific group. Moreover, we see celebrity wearing advertised product: Ashley Greene, a young American actress and model. I believe that many girls want to look like...
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...Target Audience When analyzing the target audience the first thing that came to mind was Mothers between the ages of 28-35. These would be the primary consumers for two of the three products located on the advertisement. This is the primary age range for moms to have babies and toddlers. These mothers are in the middle to upper class. They have a high education level. The thought behind this is that the nature of the product is a little more expensive due to its organic ingredients. The pouches shown are sold individually, making one think that they are a little more expensive, usually what you see out of the Dannon Oikos line. Proposition The proposition was a very lacking in this advertisement. It seemed like the Stonyfield was satisfied with the proposition “Organic is good.” Some hints at this are the lack of creativity on the aesthetic piece of the advertisement. Nothing jumped out as memorable or even hinted at effort of developing a campaign that would draw the audience in. This could be intentional. The idea behind this campaign might be that the audience already knows that organic products are better for them. If the assumption was made that the people in this target are already purchasing and consuming organic products then the use of a freestanding insert with a coupon attached might be effective. When examining the nature of this product this does not seem to be the case. The nature of the packaging tells the story of a healthy snack that is quick and easy. This...
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...Exegesis on Decoding Advertisements “We can only understand what advertisements mean by finding out how they mean, and analysing the way in which they work. What an advertisement ‘says’ is merely what it claims to say; it is part of the deceptive mythology of advertising to believe that an advertisement is simply a transparent vehicle for a ‘message’ behind it” (Williamson 17). In the world today, advertisements can be seen nearly anywhere and everywhere. In fact, it has been estimated that the average person sees as many as 5000 advertisements per day (http://www.cbsnews.com/news/cutting-through-advertising-clutter/). As Williamson explains above, the most important question to ask when consuming advertisements is not “what” but rather “how”....
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...successful marketing campaign into account, I believe Allstate should outsource the starring role of its next advertising campaign during next years’ college football season to users of Twitter, Instagram and Vine. In this campaign, users of these social media sites, prompted by the promise of prizes such as tickets to the College Football Playoff National Championship Game, will share, through videos and or tweets, what does “being in good hands” means to them. These shared messages will ultimately be collaged for an advertisement that will air during the College Football Playoff National Championship Game with the contests winners’ submission airing at the end of the...
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... Lee From: Yuhui Mo Subject: Current Advertising Campaign Analysis of Nike, Inc. The purpose of the report is to analyze the current advertising campaign of Nike, Inc. Furthermore, this report helps answer what type of advertisement the Nike uses, who Nike's target audience is, and how effective Nike's advertising campaign is. This report recognizes that advertising strategy, which emphasizes communication, lifestyle, and star effect plays a very large part in Nike’s overall success of advertising campaign. The research in this report will provide useful information in obtaining a depth understanding of the advertising campaign of Nike, Inc. While the report researches a variety of advertising campaign and effectively targeted populations in the market, it cannot analyze each aspect in the advertising campaign. Therefore the report will focus on advertising strategy. Due to lack of data of recent years, the report will pay attention to the financial performance from 2005 to 2009. Using the information in the report may help understanding of current market strategies, which will in turn help the development of future market strategies. Current Advertising Campaign Analysis of Nike, Inc. Prepared for Mr. Lee WRD 203-013 Instructor 1318 Patterson Office Tower Lexington, KY 40506 Prepared by Yuhui Mo 261 Simpson Ave Lexington, KY 40504 8 November 2013 TABLE OF CONTENTS INTRODUCTION 1 ADVERTISING STRATEGY 1 Focus On Communication 1 Convey...
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...Introduction Campbell’s Soup Company is an international brand, their products sold in 120 countries around the world. The company objective is providing high-quality foods and simple meals, including soups and sauces, baked snacks and healthy beverages for customer. The company’s marketing campaign is “Ideas for Innovation” and they mainly concern about “nourishing people`s live everywhere, every day”. The advertisement promotes the “select series” of Campbell’s soup. It is one of the most popular series in Hong Kong. Let us talk about the advertisement theories. Analysis and Theories in use Market Segmentation: Market segmentation helps the company to classify the most potential customers into their target group. First, the advertisement mentions the soup eating methods. For the first method, you just need to microwave it for three minutes without adding water. For another method, you can add spaghetti inside the soup to make a good dish. Its targets people who are too busy to cook and are convenient-oriented. It based on personality trait and lifestyle of consumer rooted to segment their customers. Since the soup cooking methods are very easy, people who like convenient will be attracted by this advertisement. Second, the advertisement indicates the special promotion, people can use the special price $12.9 to purchase the soup “Russian Borsch” during the promotional period. It can attract loyal customers and people who are sensitive of price to buy immediately...
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...In Katie Jensen “Negative Impacts of Advertising” article, she argues that advertising has a lot of negative impact to the people who view those advertisements. Jensen argues that advertisements are detrimental because the advertisements don’t live up to what the consumer saw in the ad and it also manipulate people to thinking whatever they see in the ad is true. Jensen supports her argument by listing some of the negative impacts that advertisements has. One of the impacts is unrealistic expectations which is when “Beauty and health products may also not live up to their promises, resulting in wasted consumer dollars.” People might think that those beauty and health products would maybe make them look and feel better according to the advertisements,...
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...Case Analysis of ban of tobacco advertising in India Here is the brief background information. On Feb 6, 2001 Indian government announced they were going to enforce a ban regarding tobacco advertising in their country. Banning included barring tobacco industries from advertising their products, sponsoring sport or cultural events. The ban was aimed to discourage young mind in India to take part in smoking. The ban, however, heated a debate between the supporters of tobacco companies and the opposition parties. In this paper, I will summarize the arguments that support the ban on tobacco advertising in India and the arguments that oppose the ban. In addition, I will discuss the conflict of interest issue pertaining to Indian government as well as I will describe my opinion on what governments should do in regards to tobacco advertising. 1. Summarize the arguments in favor of the ban on tobacco advertising in India To begin with, the advocates of the ban argued that this action of government was nothing unconstitutional. The government, in fact, has the right to interfere since their main concern was their citizen well-being. They gave this example. We know that guns are bad, so every nation has banned the public advertisement against guns so why tobacco should has a special privilege? Secondly, they used statistic from World Health Organization (WHO). They pointed out that over 3 million were killed by consuming tobacco products in 1990 and the death rate increased to 4.023...
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...Sunny Johal 3492527 1 Analysis of Advertising and Behaviour Control by Robert L. Arrington Observation: In his essay, “Advertising and Behaviour Control,” Robert L. Arrington provides a discussion on the power of advertisements. He attempts to solve whether or not businesses are acting unethically when advertising. The question raised asks: Do advertisements lead to a loss of autonomy in humans? Arrington begins his argument by presenting advertisements that suggest unrealistic outcomes from the use of certain products. He refers to this practice as “puffery” (283), a perfectly legal advertising tool which precisely appeals to consumer “needs and desires” (283). Human autonomy is questioned with the belief that these “needs and desires” are not original to the human and are instilled by the advertiser for it’s own benefit. Arrington attempts to show the origins of “needs and desires” and how they are affected by advertising through four segments: “(a) autonomous desire, (b) rational desire and choice, (c) free choice, and (d) control or manipulation” (285). Arrington’s intent is to provide arguments in order to determine if “puffery” in advertising is necessary for business and completely ethical or if it is exploitative and unethical. Interpretation: In order to understand if advertisements lead to nonautonomous “needs and desires,” one must first establish true autonomous desires. It is very concerning to believe that 1advertisers first instil desires within consumers and then capitalizes on them...
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...As technology widens in a growing society, advertisements has changed to appeal and affect people over time. Companies and organizations use many different rhetoric skills to try to connect to an audience and to bring attention to whatever they may be trying to focus on. In the “#CATmageddon” YouTube ad, truthorange, an anti-smoking organization tries to appeal to the young generation through the use of cats. Truthorange uses pathos as a rhetoric skill to appeal to the younger generation by connecting with them using pop-culture and emotional connections. Since the founding of YouTube in 2005, they have reached up to 3 billion views per day. There are 48 hours worth of video uploaded every minute (geek.com). With the usurped amount of YouTube videos, there are over 2 million that feature cats, totaling up to nearly 25 billion views just about cats along (tubularinsights.com). With these statistics, it is safe to say that the takeover of cats on the internet has led to a mainstream culture shift. Companies and organizations have taken advantage of this popular fad by using cats to catch the attention of the younger generation. Truthorange takes advantage of making a normal informational ad that one might view as boring, and turns it into something that is popular in today’s society to catch the attention of viewers. Using cats to grab the attention of viewers is an example of pathos because it evokes a love for cats, and draws the viewer to continue to focus on the ad...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...Table of Contents Executive Summary2 Introduction 3 Analysis of Marketing Situation 3 Relevant factor and trends 3 Competitor analysis 3 Customer analysis 4 Company analysis 4 SWOT analysis 5 Strategy and Recommendation 5 Marketing strategy – “Supplemented Mobile Marketing” 5 Pros and Cons 7 Financial Calculations/Evaluation and Control 8 Contingency Plan 9 Appendices 11 Executive Summary In late 2004, adidas has launched the Respect M.E. line of sports apparel with hip-hop star Missy Elliot in Europe, and is preparing to introduce it in the United States. The line has been promoted via mobile advertising, online, and with an upcoming face-to-face event in Miami. The focus of the campaign is the mobile effort, which is seen as an inexpensive and yet potentially wide-reaching marketing strategy. This is especially important for adidas, as their advertising budget is only about 2/3rds the size of their greatest competitor in this segment, Nike. The determination about how to proceed with the launch in the U.S. revolves around the benefits and limitations of mobile media, including the technological limitations and social considerations. The suggested strategy for adidas is to maintain its strong mobile presence, supported by online content and tie-ins, but to supplement this approach with a limited infusion of “traditional” advertising. The goal of this hybrid strategy is to advertise via a widespread and tested mainstream medium the existence and benefits of the mobile marketing...
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...Response to SMS Advertising Kyle Jamieson This thesis is presented for the degree of the Master’s of Philosophy of Curtin University 1 March 2012 DECLARATION To the best of my knowledge and belief this thesis contains no material previously published by any other person except where due acknowledgement has been made. This thesis contains no material which has been accepted for the award of any other degree or diploma in any university. Signed 25/03/2011 2 ABSTRACT The rising market penetration of the mobile phone and rapid increase in wireless technology represent significant opportunities for advertisers to reach consumers. Mobile phone advertising has emerged as one of the fastest growing advertising mediums in recent times, and this rise is being led by Short Message Service (SMS) advertising. Despite the growing number of worldwide companies adopting SMS advertising, very little is understood about consumer reactions to this medium. In particular, little academic research has been conducted on consumers’ acceptance of this medium and their behavioural responses to advertising messages. In addition, researchers have thus far been unable to identify the impact of culture on acceptance and response to SMS advertising. This research aims to bridge the gap between academic knowledge and advertising practice by testing five potential drivers of consumer acceptance of SMS advertising as well as...
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...CCWEDDING MKTG575 Advertising Plan August 26, 2012 Table of Contents Executive Summary…Page 3 Situation Analysis Company (Product/Service) Description …Page 4 Situation Analysis SWOT Analysis……Page 5 Situation Analysis SWOT Analysis…Page 6 Situation Analysis Industry Analysis ….Page 7 Situation Analysis Industry Analysis …Page 8 Situation Analysis Target Market Description (Market Segments/Characteristics) …Page 9 Situation Analysis Marketing Mix/ Competitive Analysis……Page 10 Situation Analysis Marketing Mix Marketing Mix/ Competitive Analysis (Advertising strategies of Competition….Page 11 Advertising Objectives : Communication goal…Page 12 Advertising Objectives Communication goals….Page 13 Advertising Objectives Purchasing Behavior/Positioning …Page 14 Advertising Objectives: Purchasing Behavior/Positioning Page 15 Advertising (Creative) Strategy: Product concept…….. Page 16 Advertising (Creative) Target Audience (Who the advertising will address) …Page 17 Advertising (Creative) Strategy Media Objectives/Media Plan…Page 18 Advertising (Creative) Strategy Communication Effectiveness/Advertising Message (Art elements, Production elements) …Page 19 Advertising (Creative) Strategy Testing & Evaluation Advertising Research …Page 20 Works Cited Testing & Evaluation Advertising Research ….Page 21 Reference…. Page 22 Executive Summary Nike has been one of the most successful retailers of their time; therefore we would like...
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