Category: Advertising

There are a lot of fallacies in the sentences we write and speak. We can understand these fallacies if we are very keen in listening. Moreover, todays announcements, notices, advertisements and some sentences in newspapers make fallacies. Informal logic is a logic which is framed recently to make analysis about the ordinary language that we use in our conversation. Informal logic could be defined as The logic of argumentation does not refer to deductive connections between semantic units (sentences) as does formal logic, but to nondeductive relations between the pragmatic units (speech acts) of which arguments are composed. Thus it also appears under the name of informal logic. (Tindale, 1999, p.26).

It is very difficult to understand the fallacy in a sentence because the sentence containing fallacy would seem correct at the first sight. Informal fallacies are errors in reasoning into which we may fall either because of carelessness or attention to our subject matter or through being misled by some ambiguity in the language used to formulate our argument. (Blair, & Johnson, 1980, p.35). I have taken three sentences that contain fallacy and I have given my reasoning to decide the fallacy in the sentences. The three advertisements are usually broadcasted in the television and in the news papers.

Hasty Generalization is a concept in informal fallacy which is more observable in the advertisement broadcasted in the television or published in the newspapers. It means the generalization of something without adequate evidences and it is only for the sake of company through giving advertisements and using other means for drawing public attention. Boost is the secret of my energy is a sentence which is familiar to even children and the old. This sentence has been transformed as boost is the secret of our energy which may draw the attention of all people as the boost is the secret of the energy of everyone. The fallacy in this sentence is that people may think that if they do not take boost, they would not be healthy. (Majumdar, 2010, p.244).

Wishful thinking is a term in informal logic to identify the fallacy in the sentences and gives importance for something that is not good in our life. There are so many companies using this kind of fallacy in their advertisement to take the attention of the people. When something happens to us not healthy we receive the help of somebody or we apply something. I give an example here to understand the fallacy in a better way and that is Stain is good (Khanal, 2010, para.1). This is the advertisement of a detergent company saying stain is good because we have Surf (detergent).

Scare tactics is also a term in informal logic which is commonly visible in the commercials. Here the sentence in the advertisements seems to be very frightening. It gives a message that if we are not consuming that particular product, something will happen for us. Here is a good example for such advertisement and this is an advertisement of Colgate Company. This advertisement gives a sense like If you do not use Colgate your teeth will get decayed. The fallacy here is that nothing will happen even if we do not use Colgate because there are many other companies like the Colgate Company. But the advertisement speaks to us that if we do not consume the particular item, it is going to be loosened something to our life.

Reference List

Blair, A., & Johnson, R. H. (1980). Informational logic: The first international symposium. Edge Press, 1978, p. 35. Web.

Khanal, A. (2010). Surf Excelling. Ekantipur. Web.

Majumdar. (2010). Product management in India 3^Rd Ed. PHI Learning Pvt. Ltd, p.244. Web.

Tindale, C. W. (1999). Acts of arguing: A rhetorical model of argument. Suny Press, p.26. Web.

Gender roles were a vital tenet, more so in the conformity era of the 1950s. For men, their roles as the breadwinners dictated their responsibility as the sole providers and heads of the household. Meanwhile, women were supposed to be stay-at-home mothers busy tending to the familys needs and shopping, among other house chores. The ad I selected is from the same era, with its originality relying heavily on the typical American housewife mythology (Hoover Co.). Despite women comprising a significant number of the countrys workforce, advertisers perceived that the ladies top priority was being a homemaker.

In this advertisement, the illustration is that of a woman using a Hoover Convertible meant to efficiently ease the cleaning of floor surfaces and furniture. The image and the products description were in line with this era of conformity when gender roles were strictly adhered to by both sexes. The image involves a lady tidying the floor and the couch dressed in heels and a neat dress. Society expected women to stay home and keep everything tidy until the husband, the sole provider, returned from work. The female gender, once entrenched in a family system, had to live up to the standard of the society of a constant well-groomed appearance even when performing chores, as the ad illustrates (Bonger). The description emphasizes the need for a household to possess the said product as captured in the wording: gets the deep-down dirt other cleaners to miss (Hoover Co.). From the ad, it is clear that the messaging targets the woman in the household, further alluding to their role as a housekeeper and the husbands trophy.

Over time, gender roles have gotten eroded from the spectrum of advertising, with more consumers leaning towards ads that focus on ethics, the environment, health, and fitness. The advertisement I chose features Jimmy Fallon embarking on a fitness journey and keeping up with various professional athletes in different sports (VCU Brandcenter). It is a promotion video for Michelob Ultra, a light beer with fewer calories than the average alcoholic brew. It was among the commercials that aired in the Super Bowl event of 2020. Its general message adheres to todays trend of people seeking healthier options, especially what they consume.

Some features I identified as a result of the various lectures and class readings throughout the course include the use of celebrity figures, expressing the impact on performance on the individual, and the health impact. The commercial aims to prove that consuming the product is suitable for the average person (Bates). Featuring celebrities at every turn, the product can win the hearts of many beer consumers, especially with light beers being recommended as fitness drinks (Schachter). The other two factors relate to the tangible benefits that the ad aims to present to its audience.

One of these two aspects of the positive impact of the product is the ability of Jimmy Fallon to progress at the same rate as a very fit professional athlete in extreme sporting activities. With John Cena at his side, they go through the paces in various sports, beating pro athletes and having fun during the process. This positive effect is similar to the second aspect focusing on the health impact. Alcoholic beer consumption for people hoping to remain fit is highly discouraged (Wilby and Kader). The ad provides details of how many calories consumers should expect as transparency and an informative measure. It aligns with the nuance that consumer culture today continues to seek ethical and healthier options.

Works Cited

Bonger, Kristian. 7 Things Women Were Expected to Do in the 1950s. Playbuzz, 2018, Web.

Hoover Co. Ad, Appliance  Hoover Vacuum Cleaner, Hoover Co., 1959-03. Google, Flickr, 1959, Web.

Bates, Christopher. What is A Consumer Culture. Consumer Culture, pp. 1-12. Lecture.

Schachter, Aaron. Going For A Beer Run? Heres How A Brew Fares As A Post-Exercise Recovery Drink. NPR, 2019, Web.

VCU Brandcenter. Michelob ULTRA: Jimmy Works It Out  2020 Super Bowl Commercial. YouTube, 2020, Web.

Wilby, Neola, and Lamia A. Kader. Does Alcohol Kill Your Gains? Intelligent Labs UK, 2020, Web.

The first advertisement by Tom Ford presents a scene from an every-day life where a womans role is limited to household activities. She is ironing the mans pants while he is reading a newspaper. This piece of advertising is an example of stereotypical gender roles and sexism toward women, who, according to the stereotype, are supposed to provide services and care. Moreover, the woman is naked, which makes her an object of sexuality and lust.

The commercial by Dolce and Gabbana features an Asian woman who is dressed in an elegant dress and wears lavish jewelry. She attempts to eat various dishes with chopsticks but eventually fails. The video broadcasted in China has traditional music playing in the background that highlights the absurdity of the situation. It is an example of cultural bias and racism, portraying Asians as someone unable to adapt to other, for example, European, traditions.

Nakshatra Diamond Jewellery created a poster for Valentines Day that symbolically displays a female body. This advertisement objectifies women and treats them as commodities that can be bought in exchange for material things. Moreover, it dwells on a stereotype based on the assumption that all women want jewelry.

The advertisement by the Evisu fashion brand demonstrates an albino African man holding a woman on his shoulders. The model is wearing full-body nude tights and has a lifeless facial expression. This illustration objectifies women and reinforces gender roles where men are regarded as superior. In addition, there is a reference to the African culture, which is often considered to be primitive. In this case, the albino African male performs the role of a hunter.

The BMW commercial depicts a couple lying in bed where a woman is compared to a desirable item. The picture of a new BMW model covers her face completely. This advertisement marginalizes women because they, supposedly, possess nothing more valuable than their appearance and physical attractiveness. Women are supposed to satisfy the needs of a male partner according to accepted gender roles in a patriarchal society.

Mariner Watches employs a sexist narrative to promote their product  luxury watches. The woman is a recipient and has to obey men and meet their expectations. The man in the picture almost grips the womans neck to control her. The commercial utilizes sexually objectifying imagery to highlight the unavoidable division between men and women.

Advertising and marketing aim at changing or shaping consumers attitudes to products and services. Companies need to understand the values and preferences of potential customers to establish communication channels. Consequently, there is a tendency to use stereotypes and double standards prevalent in society to create easy-to-understand content. The rapid development of online marketing leads to the growing number of advertising campaigns that appear almost every day. Therefore, it is becoming difficult for people to separate negative sexist or culturally biased messages from positive and inspirational.

Marginalization in advertising is gaining momentum because marketing specialists are looking for a way to attract attention. The human brain tends to make decisions in the blink of an eye or, in other words, subconsciously. Large advertisers rely on this knowledge and do not adapt promotional campaigns to different cultural norms. Moreover, it is economically viable to produce content for the general audience regardless of their ethnic background or sexual orientation. Influencers popular on social media are profit-oriented and, therefore, advertise products that will generate more money.

Historically, commercials exploited the traditional vision of family and related gender roles. Advertisements of fast-moving consumer goods like detergent, flour, or milk showed a woman in the role of a housewife or a mother. Stereotypes have the power to define socially acceptable behavior and form gender identities. It is necessary to acknowledge that advertising reflects culture, traditions, and social norms. Traditional societies adhere to the masculine model of a relationship when a man is the ultimate breadwinner. Women, in turn, are concerned about getting married and becoming a mother. Nowadays, values and attitudes start to change, and the audience is more sensitive to these issues. Advertisers receive feedback and have to react correctly and without delay.

Governmental regulation of inappropriate or sexist commercials is one of the tools to discourage marginalization. Relevant governmental policies and guidelines can have a profound impact on the future of fair and transparent marketing. Furthermore, companies need to develop a new code of ethics for the industry to reduce unfavorable or judgmental imagery. However, individuals should also seek the elimination of double standards and demand equal opportunities for everybody. Society as a whole has to be ready to confront objectification, racial segregation, and sexist messages.

I will be more conscious and attentive to the enterprises and brands creating offensive posters and videos. I am sure it is essential to bring up this subject and communicate with companies about their misinterpretations and failures. Even though companies are driven by rising profits, they will have to react to public opinion. If they do not respond, they will lose potential customers. The way people live today is transforming the social context, especially concerning the new generation. Young adults are not afraid to express their opinion, break gender biases, and support underprivileged communities. Advertising is a powerful tool that can also help build a better society of tomorrow.

Introduction

Advertising is an essential part of every political campaign. Nowadays, advertising has a broader meaning than selling products.

The word (advertising) refers us not only to a type of message but to a type of speech and, beyond that, to a whole communicative function which is associated with a much broader range of signifying materials than just advertisements stricto sensu. (Wernick 1994, p. 182). In fact, Wernick (1994) suggests that the word promotion should be used instead of advertising because this word encompasses the more generic definition of advertising.

Meijer suggests ways to look at advertisings potential as a form of public communication and a setting for the actualisation of haberdashery of contemporary citizenship. (Meijer 1998, p. 235).

Advertising has evolved through the years. It is not so apparent today as it was in the past i.e., it does not show only the product that is going to be sold, but rather it uses subliminal techniques. The power of modern advertising is within this growing ubiquity or everywheredness of advertising rather than the technology and methodology of advertising. The ultimate power of advertising will be arrived when ads cannot be distinguished from their background environment. When this happens, the environment will become a great continuous ad. (Fraim 2000, p. 2).

In the present paper, the Workers Party advert will be analysed.

Workers party advert  description

The slogan of the advert is Power the people. It is obvious from the slogan used that the target group of the advert is the general public and more specifically, people that are not privileged, working people.

The sign of the party, which appears on the bottom left of the advert is the hammer, a typical sign of workers. It resembles the sign of ex-communist parties, although it is different, signifying this way that the party shares similar beliefs with the communist parties.

The colours of the slogan are the same colours with the sign i.e. yellow and red which, as colours are vivid enough and attract the attention.

The picture shows people holding flags of the party, and they seem enthusiastic because they feel empowered. The simplicity of the advert is in accordance with the image that the party wants to project i.e. a working people party.

The design as well as the promotional rhetoric of the advert is rather old-fashioned, since they follow the style of political adverts of the past. Modern political adverts are more people oriented and depict situations of daily life. In addition, they depict the leaders of the party in a daily manner.

The present advert wants to show that it has the approval of the majority of people, and that it is a party really liked by people. This is in accordance with what most advertisers do, i.e. advertisers normally seek to appropriate cultural meanings that they think to have positive value for their target audience (Goldman & Rapson, p.51.). In this advert, the positive value is that the party wants people to be empowered, and this must be true since a lot of people trust it (the proof is the majority of people shown in the photograph).

Although, the design and rhetoric of the advert are old fashioned, they were very effective since it has a simple image and a simple slogan. Modern advertising has an almost total obsession with images and feelings and an almost total lack of any concrete claims about the product and why should anyone buy it.  (Fraim 2000, p. 2). This is also true to this advert, since the only thing that it actually says is the empowerment of people. There is no justification on how this is going to be done, and even the picture itself does not show how people are going to be empowered.

Brand

The brand, which in this case is set on the bottom of the page, is in white letters. It is the name of the party Workers Party.

Marketers cannot satisfy everyone in the market. Not all of us like the same cars, restaurants, food or movie. A company discovers different needs and groups in the market. It targets those groups and needs that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the companys distinctive offering and image. Therefore, marketers must divide the markets into segments. They divide markets into segments that include people who have the same preferences. They identify and profile distinct groups of buyers who might prefer or require varying products and services by examining demographic, psychographic, and behavioral differences among buyers.

Then they decide which segment has the greatest opportunity-which is its target market. For every target market, the companies create a market offering, and this offering is positioned in the mind of this target group, offering some benefits. For example, Volvo, position its car as the safest a customer can buy. Carrefour, as the cheapest supermarket. IKEA positions its products as the most innovative designs having low prices and good quality.

Segmentation and positioning are obvious in this advert, although the segment targeted is large one i.e. working-class people.

In the past, it was said that politics did not follow the same rules and such thing as political marketing did not exist. Nowadays, this is out of question. Political marketing and communication follow the same patterns as commercial marketing. Politics is part of human culture but as Wernick argues: For the rise of commercialised culture, in symbiotic relation with mass media advertising, has itself been intrinsic to a more general process of capitalist development. Not only has culture become a sector of consumer goods production just like any other produced object of human use (Wernick 1994, p. 185)

Political parties establish their own brands (slogans and symbols) as a way of being differentiated from the other parties. In an article of the Economist regarding brands, it is argued that the brands can be valuable in case the consumer can choose among many brands (The case for brands, 2001) and in the case of political parties the consumer really has a choice. His/her choice may be to choose a different political party.

At this point, lets see some definitions of the brand:

Brand or branding is defined as follows: Brand is a name, term, sign, symbol (symbols with all that represent a brand, a tangible, a character, a visual metaphor, a logo, a color, a gesture, a musical note, a package, or a program. The symbol is a part of brand equity and functions as a tool for maintenance (Aker & Joachimsthaler 2000, p. 122) or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand is thus a product or service designed to satisfy the same need. These differences may be functional, rational, or tangible-related to product performance of the brand. They also are more symbolic, emotional or intangible-related to what the brand represents (Kotler & Keller 2007, pp. 87-89).

Advertising is an essential component of brand establishment. Advertising proposes consumption as the cure to personal insecurity, anxiety of people about their professional and personal status or their ability as parents to nurture their children.(Meijer 1998, p. 237). It could be said that the Workers party advert covers the personal insecurity of people i.e. by giving them the power needed to control their lives. Nowadays, marketers do not just want to sell a product, but they want to appeal to human emotions, and they want to build a brand that addresses to these emotions. (The case for brands, 2001). The present political advert appeals to emotions since it addresses to a human feeling which is empowerment.

In addition, brands will not only represent a product, but they will also represent a company, so they will be crucial for the companys positive image. (The case for brands 2001). In the case of the Workers party, the brand Workers party and the slogan it currently uses have to really prove that they are a Workers party and that the party really cares for the people. The next big thing in brands is social responsibility (The case for brands 2001, p. 28). This is more crucial for political parties since they have to prove that they really follow their principles and are interested in people, otherwise they will lose their credibility.

Advert  sign analysis

The advert depicts common people, people that everybody can be associated with, so there is no psychological distance. In addition, these people look enthusiastic, so the Burrell principle of the positive image is being followed (Meijer 1998).

Furthermore, although the image is powerful and dominates the picture, it is not that powerful to distract peoples attention. A seeming conflict arising from war of signage is the shadowing by the image of the product that it should promote (Goldman & Papson 1998). Thus, the danger that the consumer will buy the sign rather than the product exists (Goldman & Papson 1998). This scenario opens further the pursuit by competing companies to create hot signs. Ultimately, there is a proliferation of ad campaigns that self-consciously address the semiotics of style as a means of articulating a sign that stands out from the crowd- the sign of the savvy lay semiotician (Goldman & Papson 1998, p. 54).

We do not believe that a political party will not face a sign war but a slogan war and this is what is actually seen in modern political campaigns.

Advertising works by appropriating the dreams of the consumer and re-articulating their emotions (Back & Quaade 1993, p. 65). This may be the solution for the sign war, the political party has to be continually innovative and always address to peoples emotions. This way will always be differentiated in its communication policy and strategy from the others.

Advert and Integrated Marketing Communications

The Workers party followed an integrated marketing communications campaign i.e., it integrated all parts of the promotion mix. We notice that in all parts of the promotion mix, the design and the message of the advert were the same. Part of the promotion mix is promotion through websites, which is a modern advertising vehicle. Opinion leaders such as politicians, the media etc support that telecommunications and personal computers and the convergence among them will have an important effect on how people live (Nixon 1997), and we would add to the way promotion and communications will appear and the role that will play in the future.

Conclusion

In general, the above advert was successful. Although it was not creative, and it was old fashioned, it was simple, it contained the right message, and its positioning and targeting were well selected.

The encoded messages need to be decoded by the receiver so that the advert becomes a meaningful form of discourse. For this process to be completed, there needs to be a recognition of the codes that are present at the point of source. This is what Hall calls an achieved equivalence. If there is a lack of equivalence in the process of decoding, then a variety of meaning effects result. (Back & Quaade 1993, pp.71-72).

The Workers party advert has successfully transferred its message, and it was correctly decoded by the recipients. This was done due to its simple message that was based on a short, easily understood slogan and by a simple picture. Though, there is a need for continuous change since times change and citizens become more cynical, and the presentation of simple slogans and images is not enough. East follows West. As Henry Kissinger said: We should not kid ourselves that there isnt a crisis of democracy in the West. In most Western countries, politicians are almost abjectly giving the public what they want, and the public has contempt for them. (McIntype 1997, p. 44).

The Worker party should know that and get prepared accordingly.

References

Aker A. D. & Joachimsthaler E. (2000). Brand Leadership. New York Free Press.

Back, I. & Quaade, V.(1993). Dream Utopias, Nightmare Realities. Third Text, Vol.22, pp.65-80.

Fraim, J. (2000) Friendly persuasion: the growing ubiquity of advertising, or what happens when everyone becomes an ad?. M/C A Journal of Media Culture. Vol 3, No.1.

Goldman, R. & Papson, S. (1998). Sign wars, New York: The Guilford Press, pp. 48-54.

Kotler, P. & Keller, K.L. (2007). Marketing Management, Prentice Hall.

McIntype, P. (1997). Faith no more. The Bulletin. pp.44-45.

Meijer, I.C.(1998). Advertising citizenship: an essay on the performative power of consumer culture. Media, Culture & Society, Vol.20, No.2, pp. 235-249.

Nixon, H. (1997). Fun and games are serious business. In J. Sefton-Green (Eds), Digital diversions: Youth culture in the age of multimedia. London: University College London Press..

Na., (2001). The Case for Brands: Special Report  Brands. The Economist. pp.9, 26-28.

Wernick, A. (1994). Promotional Culture. London: Sage, pp.181-192.

Introduction

This paper is intended to explain the different websites that promote rental properties. Also, this paper focuses on how to join the group or create a user account in these sites. Finally, the paper put in plain words the methods to list rental properties in Google for marketing and also on support needed for LinkedIn.

Explain how the following sites will help the promotion of a rental property

Each of the sites presented below has got their styles in promoting rental properties and has been described below. All these sites provide region wise description regarding the property.

vrbo.com

A vacation rental by owner (VRBO) is a website that helps one to advertise and rent vacation property. It has been started in 1995. Today, VRBO is the largest and most popular vacation rental listing service on the Internet, with over 125,000 properties all over the world! (How to build the perfect VRBO listing, 2010).

A brief description about the properties is given through their headings and captions. Up to five photos can be uploaded in the website which helps the traveler or searcher to view the image of the property. Features such as amenities, beds, entertainments, kitchen, outdoor features, view/location details, suitability and the details of activities in the website are useful for the property hunters as well as the promoters. Apart from this; the pricing details are also provided. A calendar option in the website will let seeker know about the availability condition of the property.

Craigslist

Craiglist allows the property promotion free of cost. This will help the property to reach the global market. Imperative and cordial caption for the property along with different modes of available attraction and entertainments always catch the attention of the visitor. This also tells about the weather conditions, a thing to carry, dos and dont about the surroundings (Habib, 2010, para.7).

vacationrentals.com

A complete description regarding the location where the property is situated is available in this website. Over 35,000 family-friendly beach houses, condo rentals and vacation home rentals (VacationRentals.com, 2010, para.1).

This site has an additional filter feature to search the property based on different criteria. It also offers description regarding features, pictures, rates and calendar features to know the status of the project.

homeaway.com

HomeAway is the worlds most trusted vacation rental website. Over 185,000 vacation rentals (Home Away, 2006, para.1). This site provides best value for money. There are no commission or booking fees. One can search for vacation homes through search bar by providing name of the city. Features, rates and availability are also provided along with photos in the website.

Explain how to join/setup accounts for the following

vrbo.com

The Join Now button of the VRBO website allows the user to start listing. All the text boxes in the form are mandatory. Make all the filed entries and select the checkbox to accept the Terms and Conditions and click Start Now. A notification of account activation is sent to the users email Id.

homeaway.com

Click Sign Up Now to activate a new account in this website. Clicking the button will take you to a form filling page. After filling the details; click Register, to complete the registration process. A notification of account activation is sent to the users email Id.

LinkedIn

Over 60 million professionals use LinkedIn to exchange information, ideas and opportunities (Over 60 million professionals use LinkedIn to exchange information, ideas and opportunities, 2010).

Enter the required details and click Join Now to create a new account in LinkedIn. A notification of account activation is sent to the users email Id.

Once activated, one can login to the site using the new Username and Password.

Explain how to list a rental property on Google for marketing?

One can list rental property on Google with the help of Google base. Google Base is a place where you can easily submit all types of online and offline content, which well make searchable on Google (About google base, 2010, para.1). It is possible to incorporate any type of content in this site with suitable attributes.

Explain the support needed for LinkedIn?

One can get support from LinkedIn by clicking the Customer Support link which includes many text boxes and a Submit button. Email addresses and other details should be entered in the text boxes. Apart from this; there is an option for attaching the documents.

Conclusion

All questions given are properly answered and it has been understood that there are plenty of options for one to promote rental properties through various websites and each sites provides variety of features.

Reference List

About google base. (2010). Google. Web.

Habib, M. (2010). How to promote your holiday rental house with craigslist. Ezine Articles. Web.

Home Away. (2006). Present Homeaway.com. Web.

How to build the perfect VRBO listing. (2010). VRBO.com. Web.

Over 60 million professionals use linkedin to exchange information, ideas and opportunities. (2010). Linkedin. Web.

VacationRentals.com. (2006). Present Homeaway.com. Web.

Advertising medications involves overcoming a range of ethical dilemmas and economic concerns. Among the core issues that the present-day pharmaceutical industry needs to address, the dilemma of direct-to-customer advertising (DTC) deserves a mention. Though DSTC may lead to the propensity toward self-medicalization in some patients, the specified strategy is also likely to increase the extent of health literacy and awareness in patients, which is why it should be promoted.

The advantages of DTC as a means of promoting medication to the target audiences are quite vast. Since DTC offers core information about the relevant products, customers will quickly develop a general understanding of the core health issues, their main symptoms, and the essential means of addressing these health concerns (Phelps, 2018). Therefore, DTC should be regarded as an important addition to the current set of patient education tools, as well as strategies for overall improvement in patients well-being.

In turn, the costs of TC advertising are quite a few, which makes the idea of DTC a particularly positive change in the approach of drug advertisement and promotion. The core disadvantage of DTC concerns the threat of self-medicalization among some patients who are inclined toward developing anxiety about their health issues (Phelps, 2018). However, one could argue that, with the introduction of the necessary information into DTC advertisements, pharmaceutical companies could inform patients about the key risks of self-medicalization.

Though DTC may lead to side effects such as patients self-medicalization, its overall effects are believed to be positive, involving primarily an increase in the extent of patients health literacy and awareness. Specifically, DTC will shed light on common health concerns and provide patients with general information concerning the key symptoms of common health issues, as well as the means of managing them. Finally, DTC will help shape patients understanding of the potential costs. Thus, DTC should be considered an overall positive change in the promotion of pharmaceutical products.

Reference

Phelps, C. E. (2018). Health economics (6th ed.). Pearson Publishing.

In my opinion, by joining the Facebook ad boycott, companies make a significant contribution to social responsibility efforts. Zuckerbergs networks are effective marketing platforms for large businesses. When well-known corporations, such as Starbucks and Coca Cola stop using Facebook for the purpose of promoting social agenda, it is a sign that these companies are committed (CBS Mornings, 2020). However, in order to explain the absence of Amazon among the boycotting companies, firms CSR motivations have to be analyzed.

The typical ways companies show their commitment to social responsibility efforts are via promoting important public issues. For example, a corporation may switch to ecologically friendly production to aid in preserving the environment, or it can launch a crowdfunding initiative directed at financing the research into a disease treatment. Usually, such campaigns are safe, as they are politically neutral. However, He & Gustafsson (2021) believe that the Facebook ad boycott is a different type of CSR effort since it promotes a politically controversial issue. Not only did companies made their stance on hate speeches clear, but they also alienated a number of influential people and organizations, including Facebook.

Such a move might not be the most ethical corporate decision. CSR is defined as a firms commitment to maximize long-term economic, societal, and environmental well-being through business practices, policies, and resources (He & Gustafsson, 2021, p. 217). Subsequently, all corporate activities need to have an essential characteristic to be labelled as ethical  contribution to social development, which is not required by law. Although joining the boycott is by no means obligatory, it might actually have the opposite effect on the overall well-being because it aggravates social tension.

This might be the reason why Amazon has abstained from the boycott. Naturally, it profits from the situation because the participating companies need alternatives to Facebook, and Amazon is one such option. Nevertheless, Amazon still has a Facebook page and has refrained from making a public stance on this affair. If the goal is to prevent the deterioration of corporate relations, Amazon could make a compromising decision  speak out against hate speeches, but not at the cost of social well-being. Such a claim would be an effective way for Amazon to showcase its commitment to CSR.

References

CBS Mornings. (2020). Major companies suspend social media advertising over online hate speech [Video]. YouTube. Web.

He, H., Kim, S., & Gustafsson, A. (2021). What can we learn from# StopHateForProfit boycott regarding corporate social irresponsibility and corporate social responsibility?. Journal of Business Research, 131, 217-226. Web.

Introduction

Advertising is an unmistakably unique way of communicating with the target audience that requires a profound understanding of the specific needs of the selected demographic, the specifics of its culture, and a thorough understanding of the issue that the offered service or product seeks to resolve. Though the core purpose, goals, and, ultimately, strategies of advertising a product to a specific demographic have remained the same, consumer culture has changed drastically, which has been reflected in advertising campaigns across decades. Procter & Gamble (P&G) is one of the accurate examples of the specified phenomenon. Specifically, its advertising campaign of P&G demonstrates the shift in consumer culture toward a more frugal lifestyle, while still upholding the status quo in regard to gender roles.

Discussion

The advertisement campaign launched by P&G in the 1940s reflects the described trends quite accurately. On the one hand, there is an obvious propensity toward ensuring that, despite the shift in the gender relationship dynamics, the status quo remains the same. The described issue is particularly prominent in the focus on the nurturing roles traditionally associated with women and maternity. Specifically, in the advertisement promoting the use of Ivory Soap as the means of minimizing the adverse effects of coarse soap on a toddlers skin, the direct reference to the mother enhances the idea that womens main role is that one of mothers and caregivers: Mummys hands are trough! (Help! Mummys hands are rough! 1940). The described effort to retain traditional gender roles could be even as a direct response to the gradual shift in the perception of women solely as housewives and the development of an image of a woman as an active part of the economic and political life of the U.S. Specifically, the described advertisement campaign contrasts with the famous image of Rosie the Riveter (Jofre et al., 2020). While the latter represents a woman empowered to become a part of the workforce and, therefore, gain economic and cultural independence from men, the image constructed by P&G in its ad campaign portrays the direct opposite.

Similarly, the choice of wording or the advertisement reduces the role of a woman to that of a housewife. Specifically, the following sentiment suggests that household chores should be relegated solely to women and that the specified responsibilities are expected to be womens primary concern: Would somebody tell mummy to use pure Ivory in her dishpan? (Help! Mummys hands are rough! 1940). The collocation her dishpan implying the inherent connection between a woman and kitchen utensils, as well as the direct mentioning of mummy, relegates a woman to the role of a housewife, which enhances the gender status quo and strives to prevent the social trend of subverting gender expectations from entering the popular culture (I shudder at the touch of a rough hand! 1940). Therefore, the advertisement campaign in question can be interpreted as the echo of the patriarchal culture that confined women solely to the roles of wives and mothers while depriving them of the opportunity to explore other options, particularly, the ones associated with employment and personal development.

Indeed, despite the emergent necessity for women to accept the responsibilities associated with the active production of essential goods due to the wartime crisis, there have been continuous efforts to control the described change. The commodification of womens empowerment as the means of enhancing the manufacturing process and producing the required amount of ammunition for WWII while ensuring that gender roles remained fixed was prominent in the specified time slot. Specifically, the study by Wollney and Sternadori (2019) explains that Although posters and ads encouraging women to support the war may have evoked a change in how they viewed their own capabilities (Rupp, 1978), this sentiment was not generally shared by the rest of society (p. 5). Moreover, the study continues to demonstrate that a significant portion of organizations sought to counteract the trend of female empowerment, encouraging the traditional perception of womens role in society: Some wartime ads stressed womens caretaking role. Bell Telephone labeled its female employees soldiers of service (p. 6). The outlined conflict between the obvious need for change and the open rejection thereof within conservative U.S. society is, therefore, unintentionally reflected in the specified ad campaign.

Arguably, the specified concerted effort to reinforce the traditional standards of gender roles and the enforcement of femininity on women could be regarded as a means of continuing to maintain the established business structure without the need to spend extra costs to diversify and adjust to the emergent needs of liberated women. With the emphasis on the expansion of womens roles and the image of a woman in society, in general, P&G would have lost a significant portion of its target demographic since a number of women would have refused to continue participating in the established consumer culture and comply with the obtrusive femininity standards. In turn, the advertisements that P&G designed served to communicate the ostensible importance of femininity and feminine appearance: For you, too  theres a hint on helping your hands stay smooth (I shudder at the touch of a rough hand! 1940). With the active promotion of the set gender standards and the opposition against the emergent trend of women accepting more masculine roles and responsibilities, the advertisements created y P&G served to maintain the existing consumer culture supported by rigid gender stereotypes.

However, even with its obvious refusal to accept the evident cultural change and the resulting shift in consumer culture, P&G still demonstrated certain flexibility in its adjustment to economic change and the associated concerns. Namely, with the effects of WWII leading to the necessity to reduce spending, P&G has responded with a slightly altered message and a shift in its rhetoric regarding gender stereotypes and, particularly, womens appearance. Namely, the company demonstrated a transfer from the focus on the use of makeup to the emphasis on maintaining a natural and healthy look as the main marker of beauty: 33% more luster in your hair (Lustrous hair wins love games, 1940). Granted that the specified advertisement still demonstrated gender stereotypes by placing an excessively high value on youthful looks, it still illustrated a transfer to a different perspective in regard to female appearance. Compared to the previously discussed portrayal of traditional gender roles in its advertisement of the Ivory Soap, the specified perspective was surprisingly refreshing.

Therefore, the message represented in the advertisement in question represents a change in the consumer culture and the companys resistance to the specified change. While each of the advertisement pieces mentioned above aligns with the preexisting concepts of gender normativity and supports the patriarchal idea of womens roles being confined to the household, it incorporates subtle hints at social change. Specifically, the fact that each of the ads in question addresses its target audience directly demonstrates an increase in womens agency and the diversification of their roles, including that one of an active consumer and, therefore, a participant in economic relationships: YOUR mirror tells a thrillingly different story (This lustre-revealing shampoo brings out the glamour in you, 1940). Thus, while upholding some of the gender stereotypes, the advertisement campaign designed by P&G implicitly incorporates the symbols of the ongoing social change and the transformation of womens role in the American community.

Arguably, the fact that the described shift in P&Gs advertising campaign was observably small, as well as the fact that the company was insistent in its reinforcement of the status quo, may have stemmed from the lack of social support for the transformation of perceptions of gender roles and the shift toward challenging gender stereotypes. Indeed, the need for a different perspective on womens roles within the U.S. community was primarily encouraged by the necessity to maintain the quality and consistency in production during WWII so that the U.S. would not suffer a massive economic recession (Ehric, 2019). In turn, the movement geared toward the liberation of women and the promotion of the resulting transformation of American society was only in its conception, and it would not be introduced as a full-fledged social trend up until the 1970s (Ehric, 2019). Therefore, without the strong support of the subversion of gender roles, the platform for promoting sex-based oppression could not be destroyed. In turn, the advertisements of the era, including the one discussed above, continued to encourage the traditional perspective on gender stereotypes and enhanced sex-based oppression of women.

Thus, the advertisements under analysis could be seen as a desperate attempt to retain the traditional perception of gender roles and prevent the promotion of womens liberation from taking place. The efforts to reintroduce gender biases to the target audiences are portrayed explicitly in the choice of words and images, therefore, catering to the consumer culture that has been in place in the U.S. economy for decades. The specified culture is characterized by the dominance of the so-called Consumer Era, during which the emphasis has been placed on the production and active consumption of the offered process (Denton & Weber, 2022). While being spurred by the increase in manufacturing as a response to the drop in resource availability caused by WWII, the specified trend would percolate into the further decades as the U.S. economy experienced an impressive rise.

Furthermore, with the need for women in the industry having been reduced as WWII approached its end, the opportunity for introducing equality between the sexes shrank significantly, which the advertisements offered by P&G predicted. Thus, being a conservative response to the emergent change in the social perception of gender, it also predicted the further development of the social trend within the consumer culture as it gradually shifted toward a clear delineation between gender roles and the resulting promotion of gender roles (Aguierre, 2018). Therefore, the advertisement in question could be seen as an effort to contain the pace of progress and retain the stereotypical perception of women in U.S. society.

Moreover, the choice of imagery used in the advertisements in question indicates the companys willingness to promote gender-specific consumer culture and imbue it with gender stereotypes. Specifically, the use of childrens pictures suggests that motherhood and the associated responsibilities should remain at the center of womens attention and priorities. In turn, while the images containing the promotion of hair products and promoting the P&G Ivory Soap as a cosmetic option also contain tacit hints at the established gender stereotypes; particularly, the portrayal of impeccable facial features and women in makeup indicates the trend to align with the principal standards of gender roles in society at the time. At the same time, the imagery in PO&Gs commercials in question also incorporates the tendency within the consumer culture of the 1940s to be geared toward a more economic and cost-efficient approach to product use and purchase. Specifically, the clothes that women in the advertisements have reflected the problem of product scarcity, being primarily practical and inexpensive. Therefore, the imagery in P&Gs advertisements also illustrates the specifics of the consumer culture, particularly, gender-associated issues within it, of the time quite accurately.

Conclusion

The incorporation of the symbols associated with traditional gender roles and the focus on an economic approach indicates that the advertising culture of the West has shifted toward a more careful use of resources in the early1940s. The observed change is quite pronounced in the series of advertisements launched by P&G to continue promoting one of its essential brands, Ivory Soap. Being excessively cheap, it has become one of the core symbols of the era in regard to household issues and the efforts to reduce expenses. Furthermore, the advertisement implicitly introduces the soon-to-be-observed shift in gender roles in Europe and the U.S. Particularly, the efforts of the advertisement campaign to reconstruct the status quo in gender normativity and promote the traditional concepts of femininity, as well as the role of a woman as that one of a nurturer, is evident. However, the specified efforts appear to be particularly desperate in the context of the focus on women in the workplace.

References

Aguierre, R. (2018). The evolution of the We Can Do It poster and American feminist movements. McNair Research Journal SJSU, 14(1), 3.

Denton, C., & Weber, H. (2022). Rethinking waste within business history: A transnational perspective on waste recycling in World War II. Business History, 64(5), 855-881.

Ehrick, C. (2019). Buenas Vecinas? Latin American WOMEN and US radio propaganda during World War II. Feminist Media Histories, 5(3), 60-84.

Help! Mummys hands are rough! (1940). Duke University Libraries. Web.

I shudder at the touch of a rough hand! (1940). Duke University Libraries. Web.

Jofre, A., Cole, J., Berardi, V., Bennett, C., & Reale, M. (2020). Whats in a face? Gender representation of faces in Time, 1940s-1990s. Journal ISSN, 2371, 4549.

Lustrous hair wins love games. (1940). Duke University Libraries. Web.

This lustre-revealing shampoo brings out the glamour in you. (1940). Duke University Libraries. Web.

Wollney, E., & Sternadori, M. (2019). Feminine, competent, submissive: A multimodal analysis of depictions of women in US wartime persuasive messages during World War I and World War II. Visual Communication Quarterly, 26(1), 3-21. Web.

Introduction

The Leo Burnett Decentralization Solution proposes a shift towards decentralization efforts to help Forever Young successfully launch its product. The problems identified are

1. the limited creativity and lack of common goals in managing virtual teams,
2. the lack of cultural awareness in the Canadian market, and
3. communication challenges within and between the team and the client.

The recommended solutions include implementing SMART goals, work teams, and credible leadership for virtual team management, conducting market research and hiring local talent for cultural awareness, and establishing clear communication protocols and tools. The action plan involves eliminating in-depth responsibilities within the Advisor Handbook, establishing work teams with cohesive goals, creating a unified goal by team leaders, submitting follow-up reports, conducting market research, and establishing clear communication protocols and tools.

Implementing these solutions is crucial for the success of the project. The Leo Burnett case highlights the importance of cultural awareness, effective communication, and proper management of virtual teams for a successful advertising campaign.

The way Virtual Teams are Being Managed

The Leo Burnett Company LTD faces a problem in managing virtual teams that hinders their creativity in finding solutions for achieving their goals. The Chapter Enrichment Program (CEP) team was formed to review chapters with high potential for improvement and growth. However, the over-structured process of managing the team stifles creativity, as the director of CEP, Kathy Miller, created a 14-module Advisor Handbook with specific guidelines for evaluating each functional area in a chapter. The handbook is referred to as a cookbook that limits the teams ability to think outside the box, resulting in a lack of originality.

Furthermore, the Advisor Handbook promotes the creation of working groups rather than work teams, limiting collaboration and common goals. There is individual accountability, not collective performance or common purpose. The lack of interdependent collaboration leads to missed opportunities for innovative solutions. The team leaders lack credibility and influence among team members, another critical aspect of team leadership. The team leaders need to develop these aspects to promote effective leadership and foster a culture of creativity within the teams.

Lack of Cultural Awareness that is thought to be understood in the Canadian Market

The problem identified is the lack of cultural awareness thought to be understood in the Canadian market, specifically in the Chapter Enrichment Program (CEP) of the American Red Cross. According to Leo Burnetts Case, the issue arises from the process of managing teams, which hinders the teams ability to develop creative solutions for achieving chapter goals (Røstvik, 2020). The CEP staff, led by Kathy Miller, has created an Advisor Handbook that contains 14 modules of key functional areas in a chapter. However, this abundance of structure stifles creative solutions because it promotes the creation of working groups instead of teams, limiting interdependent collaboration. The module formula used does not allow for collective performance, a common purpose, or common goals and approaches, making the teams unable to be creative in their thinking due to the firm guidelines they are instructed to follow.

Furthermore, the lack of effective team leadership is another obstacle. The team leader plays a critical role in developing creative thought in working teams, and they must effectively communicate a unified goal for the team. However, the current process does not focus on forming work teams with cohesive goals at the start of each review, which leads to individual accountability rather than a common goal.

The evidence from the case study highlights the need for corrective solutions to eliminate the key obstacles that are currently preventing originality in team solutions, such as creating SMART goals, forming work teams, and creating credibility within the leaders. Therefore, to address the problem of lack of cultural awareness, the CEP needs to modify its team management process, focusing on team building, collective performance, and effective leadership. Only then will the teams be able to develop creative solutions for achieving chapter goals.

Communication Challenges

The Leo Burnett Company is facing communication challenges in managing its virtual team to develop creative solutions for its Chapter Enrichment Program (CEP). The primary issue lies in the process of managing CEP teams, which hinders their ability to produce creative solutions for chapter goals. The CEP teams are given a set of guidelines and techniques to evaluate different functional areas, creating an Advisor Handbook referred to as the cookbook. However, the abundance of structure in the handbook stifles creative solutions, limiting interdependent collaboration, and promoting individual accountability of assignments. This leads to working groups instead of teams and limits the teams collective performance, common purpose, goals, and approach. The lack of collective performance and common goals and approaches reinforces the inability of the team to be creative in their thinking, as they are instructed to follow firm guidelines. The absence of an effective team leader further compounds the problem, as it is necessary to develop credibility and influence among team members and motivate vision.

The way Virtual Teams are Being Managed

The management of virtual teams requires a different approach than traditional in-person teams. According to Pokrop (2017), lessons given by Joseph Heagney in the Fundamentals of Project Management (fifth edition), are true to life. Joseph Heagney recommends the following implementations:

1. Set clear goals and objectives for the team: Clear communication of goals and objectives helps team members focus on achieving their targets.
2. Establish regular communication channels: It is important to establish regular communication channels and ensure that team members are kept informed on the progress of the project.
3. Utilize technology: Utilizing technology such as video conferencing, instant messaging, and collaboration software helps to ensure that virtual teams stay connected and can work together efficiently.
4. Establish a feedback mechanism: Establishing a feedback mechanism enables team members to provide feedback on their experiences and identify areas for improvement.

Lack of Cultural Awareness that is thought to be understood in the Canadian Market

Cultural awareness is crucial when operating in a diverse marketplace. To address the lack of cultural awareness in the Canadian market, Joseph Heagney gives recommendations for the following solutions:

1. Invest in cultural training: Investing in cultural training for employees helps to raise awareness and understanding of the cultural nuances in the Canadian market.
2. Conduct market research: Conducting market research helps to identify the needs and preferences of Canadian consumers and tailor products and services to meet those needs.
3. Hire local experts: Hiring local experts who understand the culture and customs of the Canadian market can help organizations navigate cultural differences.
4. Foster a diverse workplace: Fostering a diverse workplace that values and respects different cultures helps to create a culture of inclusivity and diversity.

Communication Challenges

Effective communication is essential for project success. To address communication challenges, it is recommended that Joseph Heagney implement the following solutions:

1. Use multiple communication channels: Using multiple communication channels such as email, phone, and video conferencing helps to ensure that messages are received and understood.
2. Clarify expectations: Clarifying expectations regarding communication protocols and response times can help to avoid misunderstandings.
3. Active listening: Encouraging active listening among team members helps to ensure that messages are understood and reduces the risk of miscommunication.
4. Foster a culture of open communication: Fostering a culture of open communication where team members feel comfortable sharing their ideas and concerns helps to promote effective communication.

Action Plan

Action Plan for the Leo Burnett Decentralization Solution.

Problem 1: The way Virtual Teams are Being Managed

1. Eliminate the detailed responsibilities within the Advisor Handbook, creating space for team creativity.
2. Establish work teams with cohesive goals that encourage interdependent collaboration.
3. Create a unified goal by team leaders to motivate vision and foster a culture of creativity within the teams.
4. Submit follow-up reports on team goals and achievements.
5. Team leaders need to develop credibility and influence among team members to promote effective leadership.

Problem 2: Lack of Cultural Awareness that is thought to be understood in the Canadian Market

1. Conduct market research to identify cultural aspects relevant to the Canadian market.
2. Hire local talent who is knowledgeable about cultural nuances to improve product promotion.
3. Modify the team management process to focus on team building, collective performance, and effective leadership.
4. Create SMART goals that are specific, measurable, achievable, relevant, and time-bound to enable a clear focus on objectives and targets.

Communication Challenges

1. Establish clear communication protocols and tools, such as video conferencing, instant messaging, and collaboration software.
2. Create a communication structure that encourages regular communication and progress updates.
3. Encourage team members to provide feedback on their experiences to identify areas for improvement.
4. Create a feedback mechanism that ensures team members are kept informed on project progress.

Conclusion

Implementing the above solutions is crucial for the success of the Forever Young advertising campaign. Proper management of virtual teams, cultural awareness, and effective communication are critical components of a successful advertising campaign. The proposed action plan aims to eliminate the key obstacles that hinder creativity in team solutions, such as a lack of cultural awareness, inadequate communication, and ineffective leadership. By implementing the action plan, the CEP will be able to develop creative solutions that meet the projects objectives, creating a successful advertising campaign.

References

Røstvik, C. M. (2020). Mother nature as brand strategy: Gender and creativity in Tampax advertising 20072009. Enterprise & Society, 21(2), 413-452. Web.

Pokrop, F. (2017). Fundamentals of Project Management. Quality Progress, 50(7), 61-61.

Introduction

People like to use advertising as a way to communicate with the public and sell various products and services (Advertising par.1). Regarding the methods and spheres of advertising, it is hard to understand if it has only positive or negative effects on people. There is one definite thought that proves that advertising has an effect on people (East 1; Pettigrew et al. 2205).

Therefore, personal evaluations and judgments could be used to develop an opinion and explain the power of advertising. Though people like to pay their attention to the negative effects of advertising like the creation of immeasurable goals or the possibilities to twist facts in economic, political, and children ads, advertising could have a number of positive effects including the promotion of information, the definition of social advantages, and the economic opportunities.

Positive and Negative Effects of Economic Advertising

Modern people understand that it is impossible to escape advertising (Plumer par.1), and they try to enjoy the economic benefit of advertising. In the U.S., advertising is used to encourage companies to sell and offer new products and to make people buy those products and services. Advertising makes people aware of their needs and brings incomes to the country.

The description of new products like a new Mitsubishi car that is comfortable for families is the example of an ad with positive economic advertising. Advertising is also a field where people could find jobs and earn money. The question of unemployment may not be completely solved with the help of advertising. Still, it is an opportunity to try something and make moves that could change the current situation. However, advertising does not determine the quality of a product. Therefore, the inabilities to promote a certain consumer demand and the value of products are the negative aspects of the economic impact of advertising.

Positive and Negative Effects of Advertising to Children

One of the negative effects of advertisement is a kind of obligation to follow the rules. It has a certain power to create values, images, and concepts of love and success. Children observe a number of soft drinks or could be encouraged visiting McDonalds without being aware of how harmful soft drinks and fast food could actually be. At the same time, advertising makes children aware of new products, promote appropriate lifestyles, and inculcate good habits concerning personal hygiene. These are the positive effects of advertising to children.

Positive and Negative Effects of Political Advertising

The presence of negative and positive political ads proves that candidates and political stakeholders do not consider the context of the information they offer to people (Malloy and Pearson- Merkowitz 1). Their main goals include the creation of an appropriate political mood, the importance of voting and choosing an advertised candidate, and the necessity not to think about future but focus on the present affairs. The main negative effect of political ads is the inability to think rationally but follow the examples and promises created by different people. However, political advertising has a positive effect that is the possibility to get aware of the main political candidates, their goals, and intentions.

Conclusion

In general, the effects of advertising vary considerably. On the one hand, it is possible to introduce advertising as a purely negative concept that makes people think and act in a certain way. On the other hand, the examples and ideas could motivate and support people to achieve goals and promote the development. Advertising has to keep the balance between good and bad in order to be significant for people.

Works Cited

Advertising. Opposing Viewpoints in Context 2010: n.pag.

East, Robert. The Effect of Advertising and Display: Assessing the Evidence. New York: Springer Science & Business, 2013. Print.

Mallow, Liam C, and Shanna Pearson-Merkowitz. Going Positive: The Effects of Negative and Positive Advertising on Candidate Success and Voter Turnout. Research and Politics 3.1 (2016): 1-15.

Pettigrew, Simon, Liudmila Tarabasjkina, Michele Roberts, Pascale Quester, Kathy Chapman, and Caroline Miller. The Effects of Television and Internet Food Advertising on Parents and Children. Public Health Nutrition 16.12 (2013): 2205-2212. Print.

Plumer, Brad. Does Advertising Help or Harm the Economy? The Washington Post 27 Nov. 2012: n.pag.