Marketing Analysis : Pull Out Two Similar Products Owned By Different Companies

What does an ad say about a society? When viewing a product advertisement, many people never stop to think why the ad and product appeals to them. However, when a more critical look is taken, it’s easy to see precisely how ads are carefully tailored to appeal to trending values of a targeted demographic, and how that makes it easy to examine the society of those whom the ad is targeted at. In the analytic writing Advertisements R Us, Melissa Rubin provides an excellent example of this, as she crafts a logical and clear analysis of a 1950’s Coca-Cola magazine ad which thoroughly explains how advertisements can reveal quite a great deal about the society in which they were created.

The new advertisements focused on creating unique slogan that consumers would remember and that cast products in an optimistic light (N.p. [Page 1]). By the 1880s, advertisement seems to take on a driving aspect of its own, and focused on the creation of “wants” and “needs” in the growing consumer population in order to create a market for certain items, clever businessmen would advertize products in careful language, designed to influence potential buyers into seeing the necessity of owing particular products. Economic effects on society, especially in Americans families, became apparent during the twentieth century. The place of women in the new economy was firmly cemented in the early decades of the twentieth century, with the rise of Progressivism and supply and demand economics (N.p. [Page #]). Progressive reformers and businessmen alike appealed to and propagated the idea of virtuous households, carrying a theme from the culture of sentimentalism in the 1850s that stressed the value of nuclear families with morally upright - if submissive - mothers. Many of the advertisements seen in this collection are clearly directed at women .The foundations of household economy were raised in the early twentieth century and during the World War I era. Home economy, in theory, allowed the housewife to make the most of finances, so that her family could purchase current

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

Advertisements are an extremely prominent part of American society. Very few places exist that an individual can go without being exposed to some form of ad. From product placement to billboards, advertisements exist in nearly every facet of life. Marion Nestle discusses what she considers to be one of the more heinous forms of advertisement in her essay, “The Supermarket: Prime Real Estate.” Nestle uses several persuasive techniques to convince her audience of the evils of supermarkets. Her use of emotionally charged phrases paired with her more logical assertions help to drive her point home while her clear bias and lack of supportive source detract from her overall argument

In today’s mass media, it is quiet common for advertisers to assimilate class into their commercials. These advertisements portray a certain level of elegance because of the sophisticated choice to use classical background music and thick European accents. On the contrary, other advertisers take the common-folk approach by structure these commercials around the western concept. Both of these advertising tactics supports an American paradox. As argued in Jack Solomon’s “Master of Desire: The Culture of American Advertising”, the contradiction lies in the desire to strive above the crowd and the quest for social equality.

The rise in advertisement played a key role in the rise of consumption. Thanks to well-developed advertisement campaigns, America redefined what a necessity is. Advertisers encouraged Americans to actively work towards maintaining a high social standing. “Advertisers made no secret of their intention to promote novelty for its own sake, in the hope that consumers would exchange perfectly serviceable goods for goods that conformed to the latest fashions” (Lasch, 2000). Consumers devoured this advertisement scheme and began to rapidly increase their spending. Many advertisements for common, household products made claim that they could make the normal appear comparable to the high end. For example, Lux, a soap company, ran an ad in 1920 that depicted two women talking - one of the women complemented on the other on the quantity of sweaters she owned, only to find out that it is not a new sweater, but rather her old sweater that Lux soap made it look brand new (Lux)! Men and women alike began to believe

Due to advances in technology, significant changes in advertising appeared in the 1920’s. In the latter half of the 1900’s ads were illustrated in color for the first time and the layout of most magazines changed. Advertisements, in the 1910 Ladies’ Home Journal, were mostly located in the back of the magazine. Though due to the popularization of name brands, ads moved to the front as competition between products produced more revenue.

Commercials airing on the television or radio, the billboards on the side of the freeways trying to grab your attention to buy their product, even while scrolling through various social media platforms, we go through our day to day lives with advertisements all around us. In Jack Solomon’s essay, Masters of Desire: The Culture of American Advertising, he states that the main purpose of all these advertisements is to show us our unhappiness within the American dream. He goes on to describe the differences in these advertisements which are known as the populist ads and the elite ads. Solomon's description of the contradiction between populism and elitism very much affects the way advertising and media is portrayed in American society.

Throughout history, advertising has played a significant role in consumerism, politics, and much more. By the 1920’s it had developed into a major aspect of daily life for Americans, determining everything from their hygiene habits to their meals. Despite this having been almost one-hundred years ago, there are many similarities, but also many differences in the advertising industry today.

It is believed that there is a tension between social classes in America. Typically, people of lower classes choose to imitate those of higher social status. As a result, advertisers have a tendency to take advantage of this tension in order to profit from people of the lower and middle classes. In "The American Upper Class," G. William Domhoff says that "exhibiting high social status… is a way of exercising power" (Domhoff p.34)," which is something important to all social classes. According to Judi Puritz Cook, author of "Consumer Culture…Sales Discourse," advertisements in print as well as in visual media seem to create "the promise of status mobility through consumption (Cook p.373)." In the article, Puritz explains how television

The settings of the advertisement, which are a business building, a restaurant, and a street, clearly represent the three different classes of the upper- class, the middle-class and the lower-class. Additionally, women's different types of clothing also represent the different classes. The girl in the business office has worn a well-groomed suit, which suggests that she belongs to the upper-class. Women in the street have worn jeans, which suggests that they belong to the lower-class. The advertainment also sells some messages to the dominant elite with the product. The first message being communicated is that women are products that are meant to be consumed and when a product is bought, women come with the product. The main character in the advertisement has worn a jean and has opened its buttons, which suggests that he is a lower-class person. After he chews the Clorets gum, which is a high-end product, he is considered an upper- class person who attracts all the girls wherever he goes. Women are attracted to him just because of the fresh air created by the gum and before consumption, he could not attract women. Therefore, it is the gum that attracts women, not the guy. The second message of the dominant elite that is communicated to the audience is that women should sell their body to the men. All women in the commercial try different sexy poses in front of the man in the advertisement to attract him. The woman in the

Newspapers and Advertisements of the 1920’s News and advertisements today have not always been just a click of a button away. In fact, before the 1920’s, advertisements were dull and newspapers were not made to catch the eye of the public. Stock markets were prosperous and people felt inclined to spend money. Soon advertisements and newspapers began to convince the public that they needed and wanted to buy a product. Newspapers and advertisements became the number one way to influence public opinion and consumerism the 1920’s

This idea is mostly capitalized by the consumer product industry, through the use of television and print advertisements, where the success of advertising is highlighted in the increased expenditure from $2.1 billion in 1941 to $5.7 billion in 1950 . One example is the Ford Motor Company’s commercial for the Ford Victoria 1950 which promoted the concept of “Two Ford Families” where the wife owns a car too so that she is “free to go anywhere, do anything, see anybody any time [she] wants” . This resulted in an increase in registered cars such that by 1958, there were more than 67 million registered. Thus, we see how advertisements have the capability to influence the thoughts and behaviours of Americans, especially those living in the suburbs, subsequently shaping their ideals in the 1950’s. In addition, advertisements for household items like television sets and vacuum cleaners became commonplace as these products were associated with having attained the American ideal of upward social mobility.

On May 2014; the Women’s and Health magazine published an advertisement for Sofia Vergara featuring Head and Shoulders. Head and Shoulders is a shampoo product with different kinds of shampoos. This advertisement is selling the green apple head and shoulder shampoo with its conditioner. Who are the targeted audience? Why would any person choose this product not the other? A lot of questions the advertisement must reply on to be considered as a good advertisement. One of the main questions asked would be if this was a persuasive advertisement or not. Such a question is answered through the use of logos ethos and pathos.

In this first advertisement, soccer great David Beckham is pictured looking through the camera at the viewer of the ad. This specific ad works well to reinforce the myth that one’s happiness depends on his or her social class. He is in a state of thought and is dressed in a suit with a watch sitting comfortably on his left wrist. The watch is the same as the featured watch to his right, the Bentley 05 Unitime, a watch that retails for just about ten thousand dollars. Behind the watch there is a Bentley, a luxury car available starting at around one hundred eighty thousand dollars. These two extremely expensive things represent the idea that one will become truly happy if they possess both the car and the watch, or at least just one of them. The ad is situated on what looks like to be the runway of what looks like a private airport enclosed by mountains on both sides. The clouds in the sky are a balance between dark and light. Also, the ad features lettering that identifies and describes the watch. The wording at the bottom left of the ad boasts about the watch’s quality by using words like; style, performance, luxury, accomplishment, class, etc. In today’s time and age, these words are synonymous with how happy a certain individual is. Society views people that have these or possess these qualities as happier than those who do not. Overall, this ad sends the message that the people with the most class, style,