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Internet Based Businesses: Social Networking Sites, 2008.
A comparative essay on the marketing activities of Facebook and Hi15 internet websites.
1,217 words (approx. 4.9 pages), 8 sources, APA, $ 41.95
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Abstract
The paper describes the activities of major Internet based businesses and points out the activities required for success. In its discussion the paper highlights two main players i.e. Facebook and Hi15networks.com and addresses the recommendations, major activities and successes of each by comparing their differences in marketing strategies.
Outline:
Overview
Facebook
Hi15
Marketing for e-Commerce
Hi15 recommendations
From the Paper
"Facebook is a social networking site that was once primarily targeted at the college and university student. For the past year the company has broadened its target market profile and become increasingly popular with professionals and businesses as well. Facebook earned revenues of between $100m to $150m during 2006 and the first part of 2007 primarily through an advertising partnership with Microsoft Corporation (Adegoke, 2007). Currently, Facebook is privately held and hence the difficulty in determining exact revenues. However, the company maintains in excess of 40m active account holders and receives in excess of 200k registration requests daily after just 3 years of existence (Adegoke, 2007). Facebook is highly successful and determined to continue to leverage its growing membership base and regular visitors in order to monetize its services."
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Children and Television Advertising, 2008.
This paper discusses the influence that television advertising has on children in particular with regards to sex and violence.
1,982 words (approx. 7.9 pages), 8 sources, MLA, $ 62.95
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Abstract
In this article, the writer notes that the media's original purpose was to inform and entertain, but as technology grew, so did society's dependence on the media. The writer maintains that there was a time that media was a teacher and in many ways it still is, but the message currently being taught is not what we want our children to learn. The writer then goes on to examine some of the messages that advertising sends out to children about their bodies, their sexuality and alcohol and smoking. The writer also notes that the media affects children by making them more interested in sex, sexuality and addictive behaviors. The writer concludes that the messages that advertisements send are persuasive and influence the lives of children in a more negative than positive manner.
Outline:
Introduction
Overview of Kids TV and Ads
Negative and Positive Associations
Discussion
Conclusion
From the Paper
"During prime time, advertisements children watch most frequently are full of sexual activity. Most of the sexual content in advertisements is from characters discussing their own or others' current or future sexual activity. The idea of sexual risk or responsibility, however, is almost never talked about or shown. In fact through sexual exploitive advertising the attention of children is sought after rigorously. Children who watch advertisements ultimately become the audience for shows they shouldn't be watching and products they shouldn't be using. The Joe Camel advertisements of the 60's and 70's on television affected the lives of teens negatively even after the cigarette companies were mandated through government legislation to pull their advertisements. Teenagers were already addicted--legislation came too late. "
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Propaganda, Advertising and Competition, 2008.
The paper analyzes the differences between propaganda and advertising in a capitalistic society.
3,911 words (approx. 15.6 pages), 6 sources, APA, $ 106.95
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Abstract
This paper discusses the similarities and differences between propaganda and advertising. It presents two contrasting models and many examples to show these similarities and differences. The paper concludes by claiming that although propaganda is different from advertising, advertising is not different from propaganda.
Outline:
Model or Paradigm Case
Contrary or Opposite Case
Borderline Case
Related Concept
Invented or Imaginary Case
Social Context
Practical Results
Results in Language
Interior Dialogue
Essay Outline
From the Paper
"Does propaganda depend on one's intent? To what extent is an aim of merely making people aware of something separate from other aims such as trying to get them to change their behavior, or their attitudes? This is a good related concept, because it shares features of advertising and some of the tools of propaganda, but can be done without any intent to change people. It changes the absolute nature of the concepts, and makes on question whether awareness isn't, in itself, a changed state of being--that could possibly change one's perceptions or future behavior, regardless of the intent of the publicist or PR professional's intention."
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Cell Phones - Images and Texts, 2008.
This paper discusses cell phones and looks at the relationship between images and text messages.
709 words (approx. 2.8 pages), 2 sources, MLA, $ 25.95
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Abstract
This paper explores the relationship between an image of a technology and a quote about the type of technology shown in the image. The writer notes that the image and the quote are from different sources, and the paper examines what each is trying to portray. The paper examines what the image and the text are conveying on their own, and whether there is something that an image can project that text cannot, and vice-versa. Finally, this essay examines what the image and the text would say if placed together.
From the Paper
"The image chosen for this assignment can be found at website textually.com which is a forum about texting and SMS. It is in the archives forum of cell phone etiquette. The image shows a young man dressed in a business suit talking on a cell phone, while he is surrounded by a cell-booth, or what can be described as being a mini-version of a phone booth. The image is intriguing and perhaps fun. It draws the viewer in, because there is no clear explanation given by just looking at the picture. The image is not an advertising image. It is ambiguous and seems to require some sort of text or quote for a more precise interpretation. "
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Body Images in GQ and Vogue, 2008.
This paper discusses magazine body images focusing on the ideas of active men and idle women.
972 words (approx. 3.9 pages), 4 sources, MLA, $ 34.95
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Abstract
In this article, the writer discusses that magazine advertisements employ a wide array of methods to catch the easily distracted eye and send, within the brief period in which the reader actually looks at the ad, sophisticated messages about body images. The writer analyzes the implicit body image messages present in two very different magazines--one for a male audience, the other for female readers. The writer points out that the central argument is that male ads usually focus on the man's functional worth, as a worker, driver, or the like, while ads for women normally emphasize the woman's beauty and aesthetic value. The writer concludes that the message portrayed in the ads is that the worth of a man's body is relative to its utility and functioning power while a woman's body is measured by the tyrannical criteria of beauty.
Outline:
Introduction
GQ Ads
Versace suit ad
The designer shirt ads
Women's ads in Vogue Paris
A. Dining woman ad
B. The "Mountain Woman"
Conclusion
From the Paper
"The top half of this specific ad (GQ 219) advertises an expensive designer shirt and, at first glance, the dinner table scenario seems fairly ordinary. However, this seemingly inoffensive ad reveals the same characteristics as the ad mentioned above. In it, a chiseled-faced male is dexterously carving and arranging the meal's meat course. His skilful performance with the instruments sparks the admiration of his attractive companion, who sits close to him and stares at his working hands with unqualified admiration. In the bottom half of the ad, this same couple is seated in a car (this ad, too, advertises the same garment) and it is not surprising to see that the man is operating the steering wheel while his companion looks on. These are not, obviously, incidental poses, and the proclivity to focus on the body's functioning abilities: driving, working, cutting, rather than on its aesthetic characteristics is clearly discernable in a large number of GQ's advertisements."
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Marketing Plan for Water Purification in India, 2008.
A presentation of the issues affecting a marketing plan for a new water purification system for India.
2,240 words (approx. 9.0 pages), 8 sources, MLA, $ 69.95
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Abstract
This paper presents a marketing plan for a water purification system for use in India. The paper cites the need for this water purification system and enumerates the current problems in India with providing clean water. It also describes the competitors and risks to the system, pricing and distribution. Finally, the paper discusses advertising and budgetary issues.
Table of Contents:
Product Description and Introduction
Goals and Strategy
Target Market
Competitors/Risks
Pricing
Channels of Distribution
Advertising, Sales Plans, PR Plans
Budget for Three Years
Budget
Conclusion
From the Paper
"It has cost $600 million in R&D to develop the product, and set up manufacturing operations in India. Our operational costs will be another $100 million annually. We are working on a fixed cost of $30 per unit, and initially $15 for marginal cost for a profit of $5 for each unit. Our advertising cost will be $40 million per year. Our profit will be $5 each unit. However, we are anticipating a operating loss our first year setting our sales at 100million units. We will make up that loss over the year two years, making 2million which still puts us as a net loss for year two, but recouping our investment in year three, by selling 200,000 units (a 50,000 increase in sales each year) In year three, we will make $260 million, which will make up for our $16million loss in year one."
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False Advertising, 2008.
An analysis of a particular advert for sport equipment that demonstrates how advertising can be very misleading.
1,474 words (approx. 5.9 pages), 4 sources, APA, $ 48.95
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Abstract
This paper examines an advert in the June 2007 edition of "Men's Health". It is an advert for the new Bowflex Xtreme SE Home Gym, which is an exercise machine (a copy of the advert is included in the paper). It discusses how the advert is misleading and does not include basic information such as the price of the product and where it is manufactured. It also discusses its use of visual imagery and how unrealistic it is.
From the Paper
"The product is an exercise machines. It is "built to provide fast and easy total body results right in our own home" and apparently "performs over 65 gym-quality exercises - as many as an entire health club filled with machines." The sell is that the machine will do all this for $20 per month, which is "less than half the monthly dues of a typical gym membership." Unfortunately, this implies that the machine will do all of the exercises all on its own - which is clearly not the case. What the advert should say is that the machine gives its owner the necessary equipment to do all of the exercise that would be possible in a health club. However, the point is that the effort and the will power to do the exercises remains the responsibility of the human being, not the machine. "
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Advertising, 2008.
This paper discusses the pervasiveness of advertising and includes an observation chart that lists the name, type, and location of the ad.
935 words (approx. 3.7 pages), 6 sources, APA, $ 33.95
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Abstract
This paper states that, if there were some global disaster, the last thing to disappear would be the commercial message. The author points out that the most disturbing point about ads is that they reduce every item in the world to a commodity and people to no more than consumers. The paper relates that along with the specific content of ads is the overall message that all people need for fulfillment and happiness are material goods. The author underscores that advertising has become very skilled in using psychology to shape people's desires and value systems, including the person's self-concept. The paper states that various material goods are linked with all sorts of real traditional values so that products and meaning are confused.
Table of Contents:
Commentary
Observation Chart
From the Paper
"Advertising extends its influence farther than can be controlled by a simple code of ethics because advertisers control the meanings across the entire society. Advertising has extensive image-based influence and changes the image system in areas such as economics and politics. I as a single individual, find that every space I have is inundated with advertising's images. There is no escape for individuals and there is no relief for the whole society. As a result, the real world of true values and of deep human aspirations is becoming increasingly smaller."
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Advertising and Women, 2008.
This paper looks at the harmful effects of the media on women.
1,111 words (approx. 4.4 pages), 6 sources, MLA, $ 38.95
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Abstract
The paper discusses the purpose and effects of advertisements and commercials on children, teenagers and women. The paper explains how the media causes women and teenagers to be dissatisfied with their bodies which leads to serious problems, such as eating disorders. The paper suggests that education is the key to being aware of the danger of advertisements.
Outline:
The Purpose of Advertisements
The Media's Effect on Women
Solutions to the Thinness Model
From the Paper
"The advertisement business makes approximately a billion dollars each year. Children, teenagers, and adults are affected by different types of media including television, magazines, videos, and musicians. Many ads are designed to catch the attention of children, teenagers, and women. Often women are willing to do whatever is necessary to gain the look of these models. The media models of thinness causes people to view women's bodies as sexual objects and this model of thinness often lead children, teenagers, and women to be dissatisfied with their bodies or develop eating disorders."
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The Quaker Oatmeal Box, 2008.
An analysis and description of the Quaker oatmeal box.
887 words (approx. 3.5 pages), 3 sources, MLA, $ 31.95
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Abstract
The paper describes the cardboard Quaker oatmeal box and its functionality. The paper looks at the easy access box as well as the packets inside that are specifically designed for ease of access and convenience.
From the Paper
"The chosen object is a Quaker Oatmeal Box (QOB) which is designed to hold smaller packets of the actual oatmeal product. Typically there are 10 smaller packets of oatmeal that are included inside the box although there are, periodically, special sales QOBs that come with expanded capacities offering a bonus two additional oatmeal packets. However, the object of study is the standard 10 packet QOB. The QOB itself is just over 73/4" in length and just under 5" in height while being almost 3" in width ("Instant")."
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Marketing of Gillette's 5 Blade Razor, 2008.
An analysis of the target market and market penetration for Gillette's new 5 blade razor, the Buzz Razor.
2,237 words (approx. 8.9 pages), 9 sources, APA, $ 69.95
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Abstract
This paper discusses a new product release by Gillette which is really a product extension of an existing product line: a razor. The paper discusses the product, named Buzz Razor, and its target market, as well as the demographic of the target market and the geographical area in which it will initially be targeted. Finally, the paper discusses the success of Gillette's market penetration.
Table of Contents:
Abstract
Industry Analysis
Target Market-Customer
Product
Control Section
Unit Sales/3 Month Period
Dollar Sales Range/3 Month Period
Market Share
Market Penetration
From the Paper
"The razorblade market has been dominated by multi-bladed products for the past decade since Gillette first introduced its Mach3 product which was, as the name implies, a 3 bladed razor. The Mach3 razor was the first of its kind in which a personal care products company extended the number of blades beyond the traditional 2 bladed format in a market where many companies were still marketing single-bladed razors. The Mach3 product line has since been expanded by several product extensions such as the Mach3Turbo System and a 4 bladed product which Gillette's competitors have all copied (Gillette, 2005). The current product proposal is a revolutionary shaving system to be developed by Gillette known as the Buzz Razor and it is specifically developed and designed for the adult male shaver. While other personal care products companies have come to market with new products related to shaving as well as their own product line extensions of existing razor products, such as battery powered shavers, none has ventured into the 5 blade format for shavers."
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Cigarette Advertising, 2008.
This paper analyzes cigarette advertising in Canada, especially the ethical aspects.
1,455 words (approx. 5.8 pages), 3 sources, MLA, $ 48.95
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Abstract
This paper explain that, when strategically analyzing cigarette advertising in Canadian, emphasis must be placed upon what could realistically be achieved given the range of conflicting interests of all of the stakeholders in this debate. The author points out that the Supreme Court of Canada in the mid-1990s struck down a carefully crafted Canadian government policy, which radically restricted advertising by tobacco companies. The paper stresses that any successful advertising strategy must form a balance between utility and rights. The author relates that the concept of rule utilitarianism is a normative ethical model that provides us with some guidance in developing a strategic approach. The paper states that this model suggests that the advertising must not only be considered in terms of pure utility but also in terms of what is practically achievable given the complex range of interested stakeholders.
From the Paper
"Within these parameters, a strategic approach would balance the utility to the Canadian public from less tobacco promotion with the rights of freedom of expression of the tobacco companies to sell their products. It would be likely, for example, that the courts would consider a ban on advertising in media where it may be easily encountered by minors/children to be an acceptable limitation on the tobacco companies' freedom of expression. For example, cigarette advertising could be banned from television, movies and radio, as these media have a considerable youth audience."
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Persuasion Techniques in Advertising, 2008.
This paper analyzes the persuasion techniques employed by two advertisements - a print ad for Revlon Limited Edition and a print ad for Crest Renewal Whitestrips.
1,382 words (approx. 5.5 pages), 2 sources, MLA, $ 46.95
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Abstract
This paper examines and compares two advertisements - a print ad for Revlon Limited Edition and a print ad for Crest Renewal Whitestrips. The paper discusses the visual elements of the ads and the persuasive techniques that they both employ. It then looks at the meaning of the ads and the statements that they make to the viewers. Finally, the paper discusses the assumptions about human behavior that the ads make.
From the Paper
"Both ads are based on certain assumptions about human behavior and especially about what women want and how women behave. These assumptions may be true in a society that places a high value on looks, though the value of these attitudes can certainly be questioned. They are not questioned at all in these ads, and the advertiser is relying on them not being questioned by most people looking at the ad. It is assumed that the women looking at the ads want to be seductive and want to hide their age, and the products are then offered to enable them to do just that. The ads use images and copy to link the product to a desired end and imply that there is no other way to reach that end. The ads suggest that the women pictured in both ads only achieved the same end by using the product, though logic would suggest otherwise. The two women in the Revlon ad are beautiful because they are beautiful, not because they use Revlon, and the woman in the Crest ad looks young because she is young and not because she has whitened her teeth with Crest strips."
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Adidas' "The Impossible is Nothing" Advertising, 2008.
An analysis of the style, presentation, appeal and targeting of Adidas' "The Impossible is Nothing" advertisements.
2,565 words (approx. 10.3 pages), 7 sources, MLA, $ 77.95
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Abstract
This paper analyzes "The Impossible is Nothing" advertisement in which Adidas employs David Beckham, the English football star and international sports icon. The paper discusses the primary and secondary targets of the advertisement and how Adidas is successful in targeting them. It also describes the style and artistic composition of the advertisement, the symbols it employs and its intellectual appeal. In addition, the paper discusses the advertisement's format and presentation and how successful it is.
From the Paper
"This marketing campaign will be very effective at changing and shaping the perceptions of the audience because its message is universal. That life presents challenges and impediments to all people regardless of income, sports star status, and image. The message is that everything is impossible is nothing is ever attempted. Regardless of outcome Adidas has crafted a message that does not emphasize winning or losing but rather the act of attempting something impossible just for the sake of doing so even when the outcome is recognized to perhaps not result in riches or even in success. The idea is that the attempt is worth the effort and Adidas wants to be the shirt or the shoes or the equipment that the consumer has on when attempting the impossible regardless of outcome."
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Old Spice Magazine Advertisement, 2008.
A cultural psychological, and marketing analysis of an Old Spice magazine advertisement.
2,600 words (approx. 10.4 pages), 7 sources, MLA, $ 78.95
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Abstract
This advertising study aims to identify the cultural, psychological, and marketing of "desire" that arise within an advertisement for Old Spice. The paper focuses on a specific magazine advertisement for Old Spice and discusses how it markets "desire" to its audience. The paper discusses whether this form of advertisement is effective for the specific product of Old Spice.
Table of Contents:
Introduction
Section I: The Culture of Desire: Old Spice as a "Classic" Brand
Part II: The Psychology of the Macho "Experience" in Advertising
Marketing Old Spice To Younger Males with Brand Name, Language, and Value-Based Assessments
Conclusion
From the Paper
"Desire is the central marketing device used in this market strategy, which can only explain the main reasons why Old Spice chose this image through a magazine medium. The emotional and intellectual appeal of this type of marketing is attempting a modern stylization of a classic theme that is attempting to revitalize a brand name that is currently out of synch with mixed-gender norms. The intellectual factors involved in the use of desire to stimulate an audience is the refinement of the vehicle and the normative corporate appearance of the man climbing out of it. This type of desire is geared toward a feeling of security and refinement even though there are few men in the world that can actually drive and command such a vehicle. Without the product actually being shown in the Ad, this differentiates Old Spice from other competitors, but does not adequately persuade the audience merely because of the products traditional classic appeal. The market vale-base of the product certainly would attract the desire of upper age bracket customers, but the attempt at finding a younger, more sophisticated male audience through machismo is highly contradicting the cultural, psychological norms of the early 21st century."
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Influence of Advertising, 2008.
This paper studies the influence of advertising on the public.
2,500 words (approx. 10.0 pages), 13 sources, MLA, $ 75.95
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Abstract
In this article, the writer notes that evaluating the influence of advertising on the public is a very important aspect of business in today's intensely competitive global market. The writer points out that businesses spend hundreds of millions of dollars on advertising in order to establish and maintain a customer base and therefore need to know whether their huge advertising budgets are producing effective results. The writer maintains that unfortunately for advertisers, the public is becoming increasingly resistant to ads, so the advertising industry is struggling to develop new marketing approaches which can promote products without alienating consumers.
From the Paper
"In more general terms, inducing a positive mood in consumers and generating a positive affective response have been found to increase favorable attitudes toward the ad. Numerous studies have indicated that the time consumers spend viewing an ad, and their attitude toward the brand being advertised, directly influence their behavior and can produce positive reactions.
"Regulatory fit is always important in advertising and marketing, for consumers make different purchasing decisions depending upon their specific wishes and needs. The reliability of a product may be the primary consideration for one consumer, while another customer may consider the design of the product to be the most important factor."
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A Molson Beer Advertisement: "I am Canadian", 2008.
An analysis of the Molson Beer advertisement "I am Canadian" with regards to advertising strategy.
4,330 words (approx. 17.3 pages), 6 sources, MLA, $ 114.95
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Abstract
This paper examines advertising and the art of persuasion used in the Molson Beer advertisement "I am Canadian". It asserts that beer advertisements typically employ a marketing campaign that uses sexual innuendo, such as pretty girls to sell their products. It points out however, that the Molson beer ad uses a different mechanism, which centers on nationalism and cultural determinism, rather than on the common persuasive tool of sex to market the product. The paper concludes that the ad's strong emotional appeal, embedded within a social and cultural context, makes for extremely unique and effective advertising.
Outline:
Introduction
Defining the Target Audiences
Molson Beer Advertisement: Style, Appeal, and Strategy
Relationship Between Verbal and Visual Content
Meaning and Value in the "I Am a Canadian" Ad
Prevalent Symbols Displayed in the Ad
The Role of the Molson Ad
Emotional and Intellectual Appeal of the Ad
Crucial Aspects of the Molson Canadian Advertisement
Building Relationships and Trust with the Consumer
Is the Ad Memorable?
From the Paper
"The Molson ad was in the form of a rant, which added to its overall success. The verbal style of the ad was to outline some of the major facets of Canadian culture and present them as something that individuals should feel proud of. It is interesting to note that the ad also focused on stereotypes of Canadians by Americans, and focused on dispelling some of these myths. There was also, the presentation of issues surrounding American lifestyle, and a comparison of how Canadians supposedly completed these actions differently and more effectively. Lines like "I believe in peace keeping, NOT policing. DIVERSITY, NOT assimilation", posit to the fact that the ad was trying to show the clear difference between the two cultures and was trying to evoke a sense of national pride with these statements."
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The Cultural Semiotics of Animation, 2008.
An analysis of the use of animation in pop-culture devices such as advertising.
1,269 words (approx. 5.1 pages), 5 sources, MLA, $ 43.95
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Abstract
This paper analyzes the relationship between cultural semiotics and animation within the context of anthropology. It specifically looks at the use of animation in pop-culture devices such as advertising and marketing material. The paper also discusses the complexity of animation, as a system of communication and the use of semiology in artistic endeavors, such as communication.
From the Paper
"The level of communication taking place within contemporary animation is often equated to the subtext within semiotic constructs. Beasley and Danesi describe this sub-textual transfer of meaning as being connotative in nature and often relying on associative chains where meaning or signifier is established through storylines (104). Barthes clearly provides the theoretical foundation upon which animators, as indicated by Beasley, Danesi, and Ohmann, develop their unique language constructs that both rely on cultural associations with meaning as well as develop new cultural queues that became part of the popular folklore such as Red Bull's business man and pigeon animation. Yet, other researchers argue that contemporary animation is nothing but a retelling of existing myth that resonates culturally with the societies."
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