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Submitted By:
Himanshu Maurya (9917102004) E1
Naincy Kumari (9917102014) E1
Prachi Gupta (9917102029) E1
Rishav Kumar (9917102043) E2
Kumar Anubhav (9917102232) E8
Submitted To:
Dr. Ekta Srivastava
ACKNOWLEDGMENT
Findings:
It is clear therefore, that while there were several representations of Santa
Claus but this Coca-Cola’s Santa Claus has shaped popular culture immensely.
But Tom Bage proposed with Coca-Cola and Santa that is not an example of
advertising setting out to change popular culture, but it is an example of how
powerful advertising can resonate with people. Popular Culture comes from
people and society and individuals, it’s not imposed upon them by companies
or advertising from the media, it comes from what people actually think
about stuff. A lot of those feelings were perhaps there already, what the agency
responsible for that advert were, and what that brand did was express feelings
that people had sympathy with and things that they like rather than imposing
upon them.
Title: DOVE CAMPAIGN FOR REAL BEAUTY
Author: Jacqueline Waugh
Year of publishment: 2011
Objective:
One further case study of this topic is the 2004 Dove ‘Campaign for Real Beauty’.
This ongoing campaign is purposefully to change the way ‘women and young girls
perceive and embrace beauty’ .By reflecting ‘real women’ Dove promotes the
awareness that all women, regardless of body shape or age can be beautiful.
Both the ‘Campaign for Real Beauty’ and ‘Pro-Age’ campaigns show that the Dove
advertising was purposefully trying to influence social perceptions, and in turn
popular culture. In order to have a balanced case study however, it is required to
confirm how successful this campaign was at shaping popular culture and social
perceptions of women’s body shape.
Findings:
This study therefore shows that while the consumers are increasingly
happy that ‘real’ women are being used in the campaign, it may not be a
significantly successful campaign in the promotion or sales of Dove
products. Furthermore, over seven years since the Dove ‘Real Campaign
for Beauty’ was launched, there are still only rare occasions where other
advertising campaigns
or popular culture productions feature these ‘real’ women and young girl
s.
This campaign highlights an instance where the advertising industry was
specifically aiming to change the social perceptions of womens’ body
shape in popular and general culture. The advertising industry does not
have the power to decide what consumers will retain in popular culture,
but this campaign shows that they are still aiming to do this
Title: Harry potter
Year of Publishment: 2001
Objective:
The Harry potter serious is much more than a book on the best selling list. The
Harry Potter Series while it has sold millions of copies and shattered numerous
publish records. However the greater extent that one can examine the Harry
Potter phenomenon is by looking at its impact on the American Culture.
Here we have our main concern is to define and draw a conclusion about Harry
Potter books on American culture.
Findings:
The Harry Potter phenomenon has swept the American and British nations
ever since author J K Rowling came out with the famed and popular serious
several years ago. When the latest Harry Potter book comes out, what comes
to mind when you are looking at schools that have just finished class for the
day? You actually see children outside the school, sitting on the steps and
reading the Harry potter books. Those Harry Potter books are not easy to read
at all.
The thickness of the book alone and its 500 pages is intimidating enough not
to raed. But the question is why children would go through such agony to read
so many pages. The answer lies in the riveting material and imagination that
lies in the Harry potter books.
American and British children and adults want to escape the hardships of their
daily lives. For many adults who read the Harry Potter books, the stories in the
book transports them away from their boring and tedious lives.
Title: Mc Donalds
Year of findings: 1999
Objectives:
Findings:
Mac donald’s world wide is well known for the high degree of respect for the
society and local customers. As a leading company in the field of food stuff it’s
grossing rate has been increased mainly by advertisement.
Mc Donald’s has its menu different from place to place to suit the people’s
taste. In America they have pork and beef burgers as their main menu. While
Mc donald’s has developed a menu especially for India with vegetarian
selections for suit Indian tastes and preferences. Keeping in line with this Mc
donalds does not offer any beef or pork items in India. In the last 2 years, it has
introduced some vegetarian and some non vegetarian products with local
flavours thar have appealed to the Indian palate. Mc donalds has also re
engineered its operation to address the special requirements of a vegetarian
menu.
Vegetarian products are 100% vegetarian and are separately prepared using
different equipements and utensils. veg oil, cheese and sauces are completely
veg and egg less. Separate vegetarian and Non vegetarian food products are
maintained throughout the various stages of procurement, cooking and
serving.
Title – The Influence of Advertising on BODY IMAGES
AUTHOR – Jennifer A.Irving
Year of findings -2008
OBJECTIVE -
This paper tries to explore,Average Americans , including children and
adolescents,are exposed to over 3,000 advertisements a day, and it is
thought that with the amount of technology that youth have access and
influence popular culture.Advertising for many products such as clothing and
food often brings the message back to being about looking.
Findings:
Images of unrealistic body standards that girls are exposed to from a
very young age have contributed to the “3D’s “ which are body
dissatisfaction,driven for thinness,and dieting are seems to be a part of
popular culture.
Food advertisements in particular send many messages to young people
about what is “right” way to eat, and what people will think about
people who are fat or eat too much.Most of the people wants to
maintain their body figure &keep themselves slim .
Advertisers go the extra steps to send this message across globe by
specifically comparing women to men in food advertisements,and try to
make the women feel bad for wanting or trying to eat the same way as
men.
TITLE – The market for Wrist watches
OBJECTIVE -
This paper tries to explore us about the market for wrist watches that provides
illustrations of segmentation based on lifestyle parameters and
advertisement.Titan watches have a wide range of sub-brands within their
brand, such as Edge,Regalia,Nebula and Raga, to appeal to different lifestyle
segments. The company has another value for money brand,sonata,targeted at
people who want to own a good-looking watch that also affects popular
culture.
FINDINGS -
Its a cross culture psychological segmentation that defines the behavior
of buyers are their lifestyles,
attitudes,gender,perceptions,habits,behaviors,wants &needs.
Promotion of such goods is to motivate the people to buy as well as
make them to understand importance of the products.Multinational
companies spread all over the world use different advertising strategies
for every products to increase their demand globally.
Findings:
A trademark that became the driving force behind the “United Colors”
message, which formed the basis of the advertising visuals designed to create
a growing network of “United People.” The concept of united colors was such a
strong one that for the first time in its history, the company adopted the
slogan as its actual logo.
These images showed youth of both sexes and every skin tone who exuded
integration, energy and joie de vivre. They suggested a somewhat abstract
universe ruled by the easy straight forwardness of relationships and feelings.
The kind of advertising shows how ads today are trying to bring about a
positive change in culture and thus uniting people.
Calvin Klein
Objective:
Calvin Klein is one of the most recent, successful, and controversial ad
campaigns. Ironically in contrast to the normal, objectifying advertisements
that deface women altogether, Klein focuses on his model’s expressions.
However these expresssions are similar to those of a scared child. They look
even more vulnerable than they are actually.
Findings:
Here, in this ad Kate Moss is depicted as an innocent scared child. Moss
appears be almost prepubescent. She stares vacantly and helplessly into the
camera. Again women see these images as attractive to men and subsequently
feel the need to embody them. This distorted ideal body image is one of the
leading causes for the recent rise of anorexia in young girls.
This image is causing extreme low self-esteem for women in that era. The
advertisement proves effective because normal women can never, and will
never look like Kate Moss.All hollow attempts will only bring more attention to
these market strategies, ultimately more business for Calvin Klein. It is difficult
to pinpoint the cause for Klein’s overwhelming success despite the nature of
his advertisements. Essentially the world of morals and advertising , if the two
can logically coexist, form a constant vicious cycle.
Methodology
The study highlights on various techniques and tools adopted in executing the
advertising message in various prints mediums such as press advertisements,
magazines and outdoor advertising campaigns. Analyses of various trademarks,
puppets, anthropomorphic creatures, moppet, mascot etc were examined for
the study purpose. Children makes an important contribution in advertising ,
therefore several miscellaneous promotional aids such as packaging of food
items, special gift novelties, stationery designs, toys and gaming items were
also taken as study material, where adoption of comic characters from graphic
novels were incorporated for easy recall and acceptance of the brand. Since
advertising creates brand identity and image for a product, therefore it is an
important issue to understand the effective and creative process of advertising
which maintains the growth and trust of a product.
Discussion
Let's view Coca-cola case its sets a good example of advertising of their product.
They presented their products in all range and varieties so that people can buy
according to their needs and consumption. Their first advertisement of Santa
Claus in 1920's created impact on peple of all generations especially children.
In Dove's case, they gave a powerful message about changing our perception
towards women. In their advertising picture, they already selected the women
irrespective of their color, face or body shape. Beauty lies within and we should
believe that vision can be deceptive. Thereore, every women deserves respect
equally. United Colors of Benetton gives the same impact of not discriminating
amongs the people of diffrent skin colors and countries.
Harry Potter is not only a book or series of movies, but its a phenomenon. J.K
Rowling(author) writes the books in such a way that everyone, specially children
develops the habit of reading which increases their vocabulary. The books were
advertised through grahical posters and trailers.
Let's talk about Mac donald's customer handling for their food stuffs. They have
separate utensils,vegetable oils etc for vegetarian and non-vegetaian customers
for their satisfaction and apetite. It is one the main reasons for Mac donald's
leading in food stuffs.
Titan also sets a good example of their products so that customers can buy
accordingto their attitude and lifestyle. By merging small companies in them,
they promoted small products too and presented it to the customer and
customers can buy products by believing on Titan and apparently Titan too
makes profit and gives wings to these small startups to run their business .
Conclusion
An attempt is made through this research paper to review various studies on
advertisement effectiveness and identify a range of measures used in context of
a specific media. Select studies with reference to different media forms are
summarized. It may be noted that the development of the advertisement
effectiveness literature from 1964 to 2013 highlights the change in the focus of
researchers from traditional to modern media. It is further observed that
different dimensions are considered in different media for measuring
advertisement effectiveness which adds to the complexities and vagueness of
the subject. This clearly highlights the need of further research in the area of
measuring advertisement effectiveness as summed up in previous section.
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