Marketing Crises Degrading Women
Introduction: The Situation In 2011, the big name brand soft drink Company “Dr. Pepper Snapple Group” made a bold attempt in new advertising, geared toward men. The attempt was to get more men to drink a lower calorie diet soda. The new soda claimed to taste like a normal Dr. Pepper soft drink and was named Dr. Pepper Ten, for having only ten calories. The casing of the soda came in a non-original gunmetal grey casing with silver bullets on it, to make it appear less womanly. What made the soda different is that it was not like the diet soda, it still has calories and sugar in it, but it had less. As the commercial came out women began to get more aggravated, however. The Dr. Pepper ten commercial took
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There was also a Facebook page made for the soft drink and its campaign. However, the Facebook page has an application on it that allows women to be excluded from viewing anything on the page itself. From there any men on the page can play different games, directed at providing a “macho man” image. In a USA Today article, Anderson (2011) writes as an example of one of the mini-games being, “a shooting gallery where you shoot things like high heels and lipstick…” and as well the is a "man quiz" that contains questions relating to hunting and fishing. Continuing with the pattern another article appears in ABC News by Clarke (2011) that relates to another mini-game found within the Facebook page that, “…dispenses “man’ments” such as “Thou Shalt Not Pucker Up. Kissy faces are never manly,” and “Thou Shalt Not Make a ‘Man-Gagement’ Album. That is all”. There is no argument that this commercial and advertising was geared solely toward men. It was stated multiple times throughout the process, that it was not woman friendly.
Results
Statistics It is no doubt that this campaign was made for a reason. Dr. Pepper had done their research in the statistics department in order to come up with advertisement like this. The goal of the Dr. Pepper ten ad was to get men to drink a lower calorie soda, without feeling like less of a man. As an article from the MarketingDaily by Lukovitz (2011) Ace Metrix was used to rank the commercial. At the time the commercial
Within any advertisement, there is always a struggle of appealing to the right people and drawing an adequate quantity of customers to a product. In this case, the Snickers company appeals to really everyone. Both men and women can watch this
A company has just come out with a new revolutionary product that is going to take the world by storm, but how will everyone learn of this new life changing invention you ask? Well, to answer your question simply, by advertising. Advertisements are used in a variety of different ways to sell a multitude of different products. The ad I chose to analyze includes a more commonly feminine product being introduced in a masculine way to encourage a more varied group of consumers to buy the product, while still keeping the feminine nature of yogurt alive. Dannon OIKOS brand is traditionally a tasty geek yogurt, but Dannon recently came out with OIKOS Triple Zero. The Dannon Triple Zero OIKOS Yogurt is seen in advertisement with Cam Newton, star quarterback of the Carolina Panthers,
In this rhetorical analysis, the value of uniqueness and the use of flavors are expressed in an ad by Dr. Pepper, a well-known and popular company. These values are found within the appeals of logos, pathos, and ethos.It also states the history of how this soft drink was created, the creator, and the year it was created. Logos is expressed when the brand states that it contains 23 flavors and also includes an image of a bottle with the number 23 as well with other phrases. Pathos is used in the ad when the company states that no other drink has these flavors, which means the drink is unique, targeting the audience and persuading them to be special and different. Lastly, ethos is used by us knowing the history behind the 23
Cîroc is a French made liquor that has infiltrated countless American bars and social events. Although Cîroc could view Hennessy Cognac as a significant rivalry competitor, both companies use eerily similar practices in their respected attempts to advertise and promote their alcohol. After punctiliously scrutinizing today’s advertisements, it is not uncommon to see companies using identical approaches to market their product. Upon careful dissection of both the Hennessy Cognac and Cîroc Vodka commercial, the only entity that differed from one another was the type of liquor being marketed. The pair of liquors successfully incorporated sexual innuendo, celebrity appearances, recognizing the interest of their audience, as well as administering the ideology that Cîroc Vodka can guarantee a life full of ostentatious living and social
The intended purpose of this commercial advertisement is to try and encourage the audience to drink the product Diet Coke. Connecting, a readily available soda beverage to a popular, well- known singer is a powerful tool used by Coca-Cola. The advertisement persuades the audience to drink diet coke by including kittens and Taylor Swift, both objects that a large population finds appealing. Not only does the advertisement attract new customers, but it encourages
could be geared towards females in an attempt to capture drinkers of Coca Cola’s Tab. In addition, males’ ages 35 to 54 consume energy beverages at a rate slightly lower than males under age 24. An energy beverage with similar stimulant effects as most energy drinks but has other health benefits (i.e. Vitamin Water, Odwalla, Naked) could also attract the abovementioned consumers.
The commercial portrays two manly men in the masculine environment driving on an all-terrain vehicle in the jungle, battling snakes and shooting lasers to each other. The main idea of the commercial is that used to be feminine diet drink is made by Dr. Pepper “not for women.” The language used in the commercial triggers emotions in younger males saying them
Whether we realize it or not, we are constantly surrounded by advertisements. On average, we are exposed to approximately 3,000 ads per day, through logos, billboards, and television commercials, even our choices of brands. But in today’s society, one of the most used and influential tools of advertising are women. But the unfortunate thing is that women are not just viewed as actresses in these ads but as objects for people to look at, use, abuse, and more. In her fourth installment in a line of documentaries, “Killing Us Softly 4,” Jean Kilbourne explains the influence of advertising women and popular culture, and its relationship to gender violence, sexism and racism, and eating disorders.
Picture a long, stressful day where an avalanche of work completely exhausted your energy. The only thing worth looking forward to is coming home to relax while tuning into your favorite television show. In between the show, a commercial comes on to propose an energy drink built to help overcome those prolonged and demanding days at work. Advertisers are known for creating the most influential and effective way to launch their products to the general public. In the article “Men’s Men and Women’s Women”, author Steve Craig suggests that advertisements rely on stereotypes in order to manipulate consumers. Likewise James Twitchell, author of “What We are to Advertisers” strengthens Craig's reasoning by discussing the methods of persuasion that capture their respective audience’s attention to create a good commercial and sell a product. Both authors focus on the different techniques used by the advertising industry. Through their supporting demographic and psychographic evidence, they utilize advertising to show a strong correlation between each other. By using subtitles both authors explain the distinctive stereotypic profiles that are formed just from advertisers constantly examining the target audiences in order to create a connection with the product and the consumer. Twitchell reinforces Craig's position by introducing the different types of profiles advertisers target and be recognizing the effects of the method pathos and logos has
The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken
Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have
Sexist ads show that society is dominated by the same masculine values that have controlled the image of women in the media for years. Sexist advertisement reinforces gender stereotypes and roles, or uses sex appeal to sell products, which degrades the overall public perception of women. The idea that sexism is such a rampant problem comes from the stereotypes that are so deeply embedded into today’s society that they almost seem to be socially acceptable, although they are nowhere near politically correct. Images that objectify women seem to be almost a staple in media and advertising: attractive women are plastered all over ads. The images perpetuate an image of the modern woman, a gender stereotype that is reinforced time and time again by the media. These images are accepted as “okay” in advertising, to depict a particular product as sexy or attractive. And if the product is sexy, so shall be the consumer. In the 1970s, groups of women initially took issue with the objectification of women in advertisements and with the limited roles in which these ads showed women. If they weren’t pin-ups, they were delicate
Sears conducted a research and concluded that for men, the sole purpose while buying clothing is to see that it fits properly. Whereas in case of females there is a big list of factors considered while purchasing clothing which includes it should fit properly overall specially from the waist region, the color should match the color of the skin and the neckline should be flattering. Further, men take a
There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.
Representations of men in media have a different approach—they tend to focus on strength, power, physique, independence, etc… The first ad portrays a clearly athletic, strong, male individual. His expression is one of determination and focus—He’s not going to let anyone get in his way. He is aggressive, and overflowing with testosterone. It is unclear what the product is, something to do with athletic performance. The next image is fitted with the caption “Always A Champion”, making it simple to realize this ad is all about the male ego. This man has a very intimidating expression, one of strength and—almost anger. His positioning shows off his clearly muscular arms and his aura is almost overpowering. In both images, the idea that a true man should be strong, aggressive, etc… is presented. For any normal male individual viewing this ad, he would feel like that is what he should be—if he was a “real man”.