Category: Media

Gilmore Girls were first introduced in the 2000s, A dramedy centering around the relationship between a single parent and her teen daughter living in Stars Hollow, Connecticut. In the scene, it shows Lane and her best friend Rory dying her hair from black to purple to black, in frustration over her double life, Lane dyes her hair purple to openly protest because of her growing feelings for Dave which her mother does not approve of. The identities represented by Lane are that she is a Koreon-American, female, Christian, 16, and rebellious, her Mother, however, is a middle-aged woman, she is ultra-conservative and deeply religious, she keeps Lane on a short rope, which leads Lane to rebel against her.

When Lane was first introduced, she was in full-fledged secret rebellion lifestyle mode, eating pizza and wearing band shirts when hanging out with Rory, but singing Christian hymns and living off tofu in bulk at the Kim house. Lane leads a double life, hiding all evidence of her American lifestyle such as rock CDs, make-up, and forbidden clothing under her floorboards, in her closet, and under the mattress in her bedroom. Her mother, Mrs. Kim, is a super-conservative Christian who forbids Lane to listen to music, talk to boys, or eat anything but her hyper-healthy offerings. Mrs. Kim is so over-the-top, so insane and so intense as her character is indeed a grotesque exaggeration of a stereotypical Asian immigrant parent.

In this scene, Lanes’ best friend Rory Gilmore is a prototypical bookworm girl, Lane decides to dye her hair purple to protest because of her mother’s strict rules, she has finally had enough and decides to take control over her life. In reference to hair, In the show you can clearly see that her hair was naturally black, it is very rare to be able to reach that level of blond in one session and this is highly dependent on the quality of bleach powder used. In most cases, you will need to bleach it at least twice. As Rory is a ‘clever’ girl she would have known to read the instructions and would have known it would be impossible to reach that shade of blond in Lane’s hair, she then decides to dye her hair purple but in reality, Lane’s hair would have started to break off in chunks, soon after regrets it and immediately dyes it back to (shiny healthy) black. Which would have been a challenge if it were in real life due to the damage of the bleached hair.

Synnott notes show: ‘Hair is perhaps our most powerful symbol of individual and group identity powerful first because it is physical and therefore extremely personal, and second because, although personal, it is also public rather than private’ (Synnott 381). Lane has had a rough teenage life; she was constantly forced to hide her true self and dying her hair purple signifies power and liberation. Her Hair represents how important it is to someone’s identity as it can make them feel like they have more power and control in their life. This links to this quote as she is making a public statement to the town, that is no longer letting her mother take control over her life, and she not hiding her true self anymore.

In the clip, Shane serves Lane and Rory at the till, who they were extremely rude to, the show has a problem with blond women and paints several of them as shallow and unintelligent, to make Rory and Lorelai seem more interesting in comparison. Shane, Lindsay, Sherry, and the ‘Stars Hollow Karens were all blond and all hated. Shane and Jess’s entire relationship was merely physical, showing that blond-haired women were sexualized in the show, and I found it interesting to observe how the most desirable and heavily sexualized form of beauty was the ‘blond bombshell.’ For this reason, I think Shane was given a job at the beauty shop due to her being the stereotypical beauty standard, blond curly hair, blue eyes, pour less skin. Lane’s efforts to pass as White, or at least, not Asian. ‘Lane’s choices rest comfortably in the postfeminist landscape of Stars Hollow, where individuality and personal choices eclipse actual institutional discrimination or geopolitical tensions’ (Stern, 2012) throughout the show Lane tries living a more mainstream ‘normal’ life. She constantly complains of her mother’s over-protectiveness and strictness, which she views as trying to control her life, and dying her hair is her way of getting back from her mother and having some control of her life, she says in the video ‘my Independence Day’ which also suggests she is now free and independent as dying her hair is a big statement that her mother would hate.

Mrs. Kim comes from a strict background herself; the grandmother is a strict Buddhist who is unaware that her daughter is a Christian, forcing her to hide her bibles and crosses under the same floorboards where Lane hid her music. Lane is finally able to understand her mother through this rebellion, her Christianity becomes as subversive as Lane’s rock and roll. There are many cultural differences between Korea and America one being beauty, American people enhance the tan, heavy, smoky eye look whereas Koreans typically go for the petite, glowing, minimal makeup look.

In summary, Hair is the physical representation of how diverse cultures impact our identities and how it can either help us belong, conform, or free us from societies and subcultures. Weitz states: ‘how central hair is to appearance and how women use hair both to establish group identity and as a form of everyday resistance against their parents, husbands, dominant culture, and broader society’ (Weitz 797). This links to the scene as the Kim family are Korean living in an American town where Lane tries to fit in as a normal American teenager by transforming herself into a 90s grunge, punk rocker by dying her hair which goes against her mother’s beliefs. Lanes believes altering her physical appearance will make her gain power.

If you’ve lived anywhere but under a rock during the 2016 election, “fake news” isn’t a term you’re unfamiliar with. Fake news is defined as any “deliberate disinformation or hoaxes spread via traditional print and broadcast news media or online social media.”(Kalsnes) It is true that news outlets may unintentionally put out false information, but for this paper, I will only be focusing on fake news with malicious intent. While one may believe that fake news is harmless, it is much more dangerous now than ever. With how easy it is to share articles on social media and through texts, fake news can cause thousands to believe something completely in seconds. The lines between real news and “fake news” are slowly blurring. It is becoming incredibly difficult to distinguish the two from each other. Due to the free press, social media, and herd mentality, fake news is an unstoppable force that causes people to act irrationally based on false information.

As much as it seems fake news is a recent thing, it has been around ever since the right to a free press. A free press is defined as “a body of book publishers, news media, etc., not controlled or restricted by government censorship in political or ideological matters.” (Freedom Of The Press). This means that even though the information may be wrong, manipulative, or flat-out lies, the free press allows people to publish it. Even though there are some cons to free press such as unregulated news, it is absolutely necessary to keep people in line. The press is the watchdog of society so in order to keep people in check, the free press must be left untampered with. Even though you can’t necessarily prosecute someone legally for fake news, you can sue them for defamation under certain circumstances. (LibGuides) If you have suffered damages as a result of fake news, you may be entitled to compensation. However, this process of undergoing a lawsuit takes a lot of time. In most cases, by the time the news has been proven false, most people will already believe it to be true. Even though you can sue for defamation, it takes a lot of time and money and many people simply don’t have the funds for that. Unless the government censors fake news, there is no way for it to be stopped. The idea alone of government censorship would cause outrage among the American people because it is violating their first amendment right to free speech. There have been many instances in history where fake news has created conflict. In medieval Italy, a fake news story circulated stating that the Jewish community killed a two-and-a-half-year-old infant. Even though this didn’t happen and the pope spoke out against the accusations, all Jews in the city were arrested and tortured, 15 being burned at the stake. (Mansky) This goes to show that fake news has been around for ages and the consequences of mob mentality are very real. Fake news has been around for hundreds of years and will continue to be in the future as long as people have the right to a free press. This makes fake news a somewhat unstoppable force. While in the past there have been countless examples of fake news, social media is now making it much more dangerous.

We live in a day and age where social media allows us easy access to abundant amounts of information. While social media is a great resource for knowing what’s going on, it’s getting harder and harder to distinguish what news is real, and what is fake. After the Parkland shooting a video circulated around Twitter of a survivor Emma Gonzalez tearing the constitution in half. (Reilly) This of course sparked massive outrage causing the tweet to be retweeted thousands upon thousands of times. The American people were so offended and infuriated at the idea of the Constitution being ripped, that they never checked to see if the video was even real. The original video was Emma Gonzalez tearing a gun target in half and the constitution was green-screened on top of it. Even though the video seemed incredibly real the agenda that Gonzalez was against Constitution was completely erroneous. Despite the fact that the video was proven to be fabricated, the damage had already been done. Thousands upon thousands of people had already seen it and made up their opinion on Emma Gonzalez. In a day and age where we get so much information so quickly, it is incredibly easy to take someone’s word for something. If thousands of people had retweeted it and believed it, why shouldn’t you? Is everyone expected to fact-check the hundreds of tweets that come onto their feed each day? Social media creates a culture of blindly believing whatever information is thrown in front of you. Social media is about intaking and sharing large quantities of media and information, so there is rarely enough time to fact-check everything you see. Also, most of the time fake news intentionally makes itself look similar to normal, reputable news sources. For example, on Twitter, there is a fake Donald Trump Twitter account under the handle @realdonaldtrunp. His actual account is @realdonaldtrump. These accounts both share the same profile picture and bio. The difference in the last name by using an “n” instead of an “m” is a very slight and subtle difference. This combined with the same profile picture and bio may very well throw off experienced Twitter users. Being able to impersonate someone as controversial and hated as Trump holds a lot of power. The only difference between the actual Donald Trump and the fake one online is simply a subtle letter difference in their username. This deceptive tactic is only something that is possible in this day and age on social media. It is now easier than ever to be or say something that you are not. Before social media, no one had the power to impersonate and persuade people to the degree that it is available now. This combined with the attitude of believing whatever you see is a recipe for disaster.

Mob mentality as in relationship to fake news causes many issues. Herd mentality or mob mentality is defined as “How people can be influenced by their peers to adopt certain behaviors on a largely emotional, rather than rational, basis” (Nauert) Herd mentality was perfectly modeled in Alan Arkin’s “The Lemming Condition” In this children’s book, rodent-like creatures blindly throw themselves off massive cliffs for pretty much no reason at all. They see the lemming in front of them jump so they do the same. (Arkin) This is exactly what fake news does to the public. Whether it is on social media or online, no matter how preposterous the headline may be, the people blindly agree with the others who have believed too. This is exactly like the lemmings because before they jump off, they don’t think rationally about their decision, they just trust that the person in front of them knows what they are doing. This sparks a chain reaction of complete neglect of all rational thought. When something provokes a reaction such as fake news, there is generally little to no rational or critical thinking that goes on when you respond or retweet it. People just blindly believe and never actually into the facts themselves. When things can be shared so quickly whether it’s with retweets or shares, fake news moves at a rapid pace. It only gets worse as more people begin to share the fake news. One might think that since ten thousand people believe and retweeted it, why shouldn’t they? This herd mentality is incredibly dangerous and leads people to believe things they’d never thought were true. The problem isn’t necessarily that fake news exists because it will always be in some form. The true question is whether you believe it or not. Much like the lemmings, this attitude of believing everything you see is what makes fake news so dangerous.

After looking at the unstoppable nature, the effects of social media, and the presence of herd mentality in fake news, we can come to the conclusion that it is a reality in our everyday lives. Due to the first amendment, fake news is something that is nearly impossible to dodge. With that being said, it is important to avoid being another sheep in the herd. Social media is a massive platform for fake news, and it is important to take things you see with a grain of salt or do your own research altogether. Instead of trying to stop fake news altogether, we as a community should focus on being somewhat cautious and apprehensive about how much we believe in certain new sources. Don’t be a sheep and definitely don’t be a lemming. Fake news is here to stay and be careful of what you believe in because, in this day and age, you never know what is true and what is fake.

Since the 1700s, magazines have been an integral part of the media industry. However, it was not until the 19th century that they started taking the form that we recognize today. Previously, magazines looked more like newspapers– they were shorter, black and white, and more text-heavy. This was because of the high cost of distribution (Tucker & Unwin, 2019). In the 19th century, companies started to change the layout of their magazines in order to make their own unique brand. Having a brand gave magazine companies more opportunities for increasing revenue through advertising. The revenue obtained from ads could cover most of the production costs, which allowed magazines to charge lower subscription prices. Increases in profits from advertisements and a larger audience led to an overall increase in revenue, which allowed magazines to become a dominant form of media (Turow, 2014).

Relying on advertisements for revenue was highly successful until television became popular, which caused advertising companies to shift to TV and away from print media. Magazine companies adjusted to this change by narrowing their target audience by focusing on very specific interests and lifestyles and by targeting the relatively affluent population since this was the audience that advertisers typically wanted to reach (Turow, 2014). This tactic gave advertisers more of a reason to continue advertising through magazines rather than shifting to TV and allowed magazine companies to continue thriving through the 1900s.

However, magazine companies are currently experiencing difficulties with financing once again, due to the shift towards digital media. Many magazine companies have experienced a drop of more than 20% in revenue over the past few years. This decrease stemmed from the 2008 recession when advertisers turned to digital media because it was a cheaper alternative. This pushed magazine companies to try to adapt to the digital era. However, many companies were unable to return to the same level of profitability as before the recession (Turow, 2014).

Magazines Today

In addition to advertisements, magazines get revenue through their readers by selling their products through two types of distribution: subscriptions and single-copy sales. Today, 89.6% of magazine circulation is through subscriptions (Turow, 2014). This presents an issue in the magazine industry because it makes it difficult for new companies to enter the market. Generally, companies gain an audience through single-copy sales before they can get their readers to commit to a subscription. This is especially difficult because it is more expensive for smaller publishers to send out individual magazines through the mail because they do not qualify for the bulk rate, cheaper mailing that large publishers qualify for. Therefore, smaller publishers must resort to raising their prices which limits their audience size. This cycle keeps the top magazines at the top and the bottom ones at the bottom.

Another problem that the magazine industry faces today is the misrepresentation of body image (Humphreys, 2019). Currently, over 5 million women in America suffer from eating disorders such as bulimia and anorexia (PBS, 2003). This can be partly attributed to the fact that models in magazines set an ideal body type that is unattainable by the general population. The average female magazine model is 5’11” and weighs 117 pounds whereas the average female weighs 170.6 pounds and is 5’4” (Marcin, 2019). This discrepancy is a problem for young girls who are surrounded by images of models who set the standard of what is considered “beautiful” in society. This pushes many towards developing eating disorders.

Recently, companies started to recognize the misrepresentation of bodies in magazines as a problem. In 2017, France banned “extremely thin models,” and required them to provide a doctor’s certificate to prove they are healthy, to prevent eating disorders and inaccessible ideals of beauty (BBC, 2017). Additionally, Vogue magazine has taken similar steps by banning models who are too skinny or underaged. Many companies hire young girls to model because they naturally have a lower BMI than the average adult. Vogue admits to this and states that they will “commit to no longer using models under the age of 16 which marks an evolution in the industry” (Critchell, 2012). The companies that have increased their health requirements for models state that they want to inspire others to do the same, in order to lower the rates of eating disorders caused by idealistic body images set by the magazine industry.

Condé Nast

Condé Nast is a media company that was founded in 1909 by Condé Montrose Nast. The company started off with just Vogue magazine but quickly became one of the largest magazine publishing companies in the world. The CEO now is Roger Lynch and its headquarters is located in New York City. Condé Nast produces a total of 24 brands, including some of the most popular, well-known magazines such as Vogue, The New Yorker, and Vanity Fair. They are known for their comprehensive coverage of diverse content, all geared toward an upper-class audience. For example, Vogue Magazine has 502,000 print readers and 1.2 million digital users monthly with the average female reader’s income being $175,000. In comparison, the average female income in the United States is $41,912 (Condé Nast, 2019). Their major competitor is Meredith Magazines since they publish similar content and have overlap in target audiences. Both companies publish articles about celebrities, lifestyles, and food targeted at the upper-middle to upper class.

A recent problem that Condé Nast has been facing is, like many other magazine companies, revenue losses due to the overall shift toward digital media. In 2017, they lost more than $120 million because of a sharp decline in revenue generated by print magazines. In fact, the company lost more than 20% of its ad pages in 2017, compared to the previous year. During this time, the company had to adapt so that it could survive the change of preferred media type. To cope with these losses, they decided to sell three of their magazines. W is now owned by Future Media Group, Brides is owned by Dotdash and Golf Digest is owned by Discovery Inc. Through these sales, Condé Nast was able to regain losses and adapt to the shift to digital media (Lee, Maheshwari, 2018).

Condé Nast’s adjustment to the digital era is one of its most notable recent successes. They now create videos on Youtube, which accumulate over 1 billion views each month. The videos they create attract a younger, upper-class audience. These videos include “Get Ready With Me” and “73 Questions” videos with celebrities that are popular among young adults. For example, their video “Kylie Jenner’s Guide to Lips, Brows, and Confidence” has accumulated 27 million views, and “Camila Cabello Gets Ready for the VMAs” has 6.4 million views. In fact, in 2018, an important milestone for the company was reached when its total revenue from its web and video business surpassed its revenue from print. This is an important success because it shows that Condé Nast is adapting to the new era of digital media and gaining a new generation of consumers that can support them into the future.

Develop a plan for how you will analyze their current digital media impact.

In order to develop a specific plan for the company Stop’n’Stay that would help it optimize its digital media impact, an analysis of the current situation is a must. As a team focusing on improving digital impact, we need to understand the digital environment that the company has created so far. This way we can apply our procedures and detect flaws and KPIs that have a potential for improvement. To get an idea of what results in each of the channels (in this case Facebook, Twitter, and Linked) produce, we use analytics tools to get the most specific, categorized, and helpfully processed data. For Facebook, it is either the Facebook Analytics tool or Hootsuite, which is a brilliant software measuring social media impact. It creates synoptical dashboards, gives us a complete overview of the key metrics, creates unlimited real-time reports, and shares custom reports to prove social ROI (these reports can be easily delivered to the marketing team). To get the most data out of Facebook, which I consider a strong social media domain for the Stop’n’Stay agenda, Hootsuite is our biggest helper in this issue. It offers a 30-day trial as well, and therefore I would strongly recommend the company implement it to keep track of its Facebook trace even after our intervention. Our team can help the company to embrace this tool in the most effective way possible. The Twitter life of the company will be evaluated by using a tool called Tweriod. It tells you when is the best time to tweet, what are the most click-through hashtags, and many other valuable information. LinkedIn can be very well understood and evaluated by an analytic tool called Klipfolio, which is a cloud data platform creating dashboards and reports. It clarifies the life of your LinkedIn data, metrics, and KPIs. It tracks every like, comment and share in real-time, keeping you updated on what are the best steps in meeting your goals in this digital domain.

Analyzing the current digital media impact should give us an idea of a common customer path in order to come up with such a plan that would help the company to optimize its interaction with the public and to direct its marketing efforts time and cost-efficiently. When analyzing the vast amount of data, we take into consideration absolutely everything. Likes, comments, shares, re-sent links, and tags are just the beginning. We try to understand where and why customers stop their path at digital platforms, what the dropout reasons; what posts, phrasing, imaging, and timing are the most effective. It is a large scale of factors that play a role in creating an overall thorough picture for us to work with. Our team usually takes a week in order to put together a highly accurate analysis, from which every other step evolves.

Create a framework for developing and testing the strategies.

a. Take into account the customer journey.

Nowadays, it can’t get any easier to track and understand a customer journey. We look into absolutely everything. What channel do the customers prefer? How long do they stay on a website, and what is their path over there? Do they respond to call-to-action advertisements? What times are the best ones to post in order to get the most click-throughs from social media? What particular call-to-action steps turned out to be the most efficient? It is a large net of social media and website interactions that creates a customer journey, which we work with. After collecting all this data, it depends also on a company’s budget made for channel optimization, content strategy, and cross-channel campaigns. We need to keep up with the changes in customers’ online behavior and regularly adjust our digital media activities to meet their expectations. The tools mentioned above help us to take efficient steps to deliver the company’s message in the best way. The timing and phrasing are everything. These tools help us to target the campaigns correctly. Weekly analysis can be delivered to the marketing team in the form of visually helpful dashboards. This way of understanding collected data is easy to work with as it shows the progress in a clear and simple way. Visual form is always better than just numbers. Regular customer data overview is a key step in creating sales strategies, focusing on what may result in the most conversions. Increasing conversion rate is the number one goal of all companies, and sometimes it takes a village to get these results. Understanding your customers makes this task easier.

b. What tools might you use to maximize customer engagement and why will you use them?

The need to raise the click-through rate (CTR) is because a higher CTR positively determines Quality Score (Relevance Score), which helps the company to save on cost-per-click rates and gives the company better positioning and visibility on the Internet. It all starts with higher CTR, but effective digital marketing needs to have also a rising conversion rate.

Facebook

In order to get more traffic from Facebook (click-throughs from there) we focus our plan on a few tweaks to help us with that. Clickable images within the wall posts are a good place to start. Using only eye-catching images and an appropriate headline length is the way to do so. If you add a call-to-action button to the image, you win. Canva is a smart and easy graphic software that can help you with creating such visually interesting pictures. Another piece of advice is to share your thoughts when posting a link or an image. Being personal and having something interesting to say is always highly valued by your audience and it strengthens their trust in you as a company. Also, choose the right color for your images. Studies have shown that using white, grey, and blue colors in Facebook posts generates the most clicks. Figure out the best timing and frequency strategy. In the case of Stop’n’Stay, I would suggest posting every second day after 3 pm, as this time has turned out to be the one with the most clicks. Last but not least, never forget to engage. Reply to interaction in your wall section, comment, and get involved in the discussions, so the customers and prospects see that you are actively interacting and present.

Twitter

To embrace your Twitter influence and rise CTR, try to write really persuasive tweets that attract attention and force reaction. Fire up curiosity in your followers and make them easy to read. If you are mentioning a link (connected to your website or Facebook post, etc.) try to place it in the first third of the text. Use the right keywords and use hashtags thoughtfully. Same with Facebook, try to post at the time when a majority of Twitter users are online and adjust your posts to a particular day in the week. Posts uploaded on the weekends have turned out to have a higher CTR, and therefore post more important tweets on these days. Write tweets within a word range of 120-130 characters and don’t be shy and use words encouraging clicks (e.g. “Please”, “Check”, “@addthis”, “via”, etc.). Tag your customers who don’t mind being mentioned. Share your customers’ positive experiences with your services. And don’t forget to do an analysis (e.g. using Tweriod) of your click-through rate to see if you are heading in the right direction. Dashboards of such data are easily understood and visually simple to be delivered to your team in order to come up with adjustments and further strategies.

LinkedIn

Online PR in the form of LinkedIn must not be underestimated. The profile needs to be always updated, transparent and interconnected with the company’s other active digital domains. The visual part of the profile is crucial. Try to involve only high-quality images, with high resolution and clear messages. Make the company’s message clear. Provide short but detailed enough information, so your prospects wouldn’t leave your profile due to lack of data. Key steps to increasing CTR are to post pictures, ask questions, answer your visitors’ questions, pay attention to the people interested in you, and especially focus on the possible messengers of a good mouth word. Post around 9 and 10 am, as these times have turned out to be the most effective. LinkedIn is considered as a serious social media platform and therefore it is viable to focus on delivering only high-quality content. You don’t want to lose ratings over some shoddy post. The last piece of advice would be to post only in the right LinkedIn groups where people have similar interests and it can give you a better response rate.

c. Who will you involve in this process and why will you involve them?

It is important not to hesitate to contact experts in the process of creating customer-centered and optimized digital media strategies. Have a designer creating you such visual content that will to a higher conversion rate. It is definitely worth it in the long term run. It is also very rewarding to approach your happy customers and ask them to provide you with feedback on your social media platforms that can be seen by others. Another level is to make cooperation with bloggers valuable to your purposes. These days social media is full of travelers, it can’t get easier to get them to spread the word for you. Offer them free stays in exchange for their social media influence. Try to get more homestay providers on board by making clear how easy it is to become a member in the regular posts. The correct call-to-action content is the way to get this done. Same as with the bloggers offer your newly incoming homestay providers special offers. Motivate them to get involved. These investments are necessary to gain more followers, turn them into prospects and finally make them customers. The objective is also to make your customers the company’s ambassadors.

d. What channels will you use and why will you use them?

As I have mentioned before, in the process of implementing strategies that are supposed to optimize interaction within the company’s digital background, my team focused on Facebook, Twitter, and Linked In. These are social media already implemented by Stop’n’Stay. They are very well established and therefore we focused on how to get the most out of it by using data withdrawn by analytics tools. In the plan created for the company’s purposes, we provide the marketing team the information on what are the most efficient days and times to post, and what images and wording attract the most customers – all related to click-through rates. Once our custom-designed plan is implemented, the company should expect a rise in traffic on its website. Newly signed up homestay suppliers should be amongst the public approached by smarter targeted posts and by being offered special free services in exchange for their membership.

Show how you will:

a. evaluate the impact of digital media and assess the effectiveness?

To assess the effectiveness of the implemented plan described above, we will monitor the digital situation across channels by using the analytics tools mentioned earlier – Hootesuite, Tweriod, and Klipfolio. We will focus on every single click-through in order to see the customer behavior pattern after making changes in the online advertising strategy. Based on the regularly extracted data, we will clearly see how the traffic on the website has risen and where from the click-throughs came. We expect a rise in the CTR by 20% based on the current number of followers, subscribers, and prospects. Hopefully, the click-throughs will come from all the social media platforms. Our bets are especially on Facebook and Linked, which are seriously taken among the wider public and generally considered as trustworthy. By more thorough engagement with people on the social media platforms and by providing high-quality content on one and each domain, the results should be visible within the first two weeks. If the implemented plan turns out to be successful, the strategy will be set as temporary, yet open to any further changes. As an external analytic provider, we will stay in touch with the company to provide it with any consultation or further employee training if necessary.

b. How might this impact future strategies?

When the Stop’n’Stay company asked us for help with its online marketing, it already expected us to come up with a plan that will maintain the previous idea but go deeper into understanding customer behavior. Therefore the company will implement the new tactics as an official online marketing strategy. It will organize a meeting of the marketing team where the plan will be presented to everyone by one of our experts. We will make sure everyone on the team is on the board with us and we will definitely welcome any further future suggestions. We don’t want to make the Stop’n’Stay marketing team feel as if its work is not enough. Our goal is to show these people how to improve their workflow and help them wrap their heads around the analytics tools they might don’t know about or don’t know how to take full advantage of them. We want to show the company the direction to take and leave all the initiative up to it.

PETA, people for the ethical treatment of Animals, is a well-known organization that prides itself in animal advocacy. Peta released an advertisement in PETA magazine in 2008, the ad included Khloe Kardashian, a well-known celebrity, nude and posing provocatively that she would rather go nude than wear fur. PETA’s goal was to convince its viewers that it is better to be without any clothing than to wear the fur of animals. The extent of the viewers ranges enormously; a naked woman posted in a magazine will of course receive the attention of most people. PETA’s intended audience for this particular ad was the younger generations, from teens to those in their mid-thirties. Younger viewers are likely to connect with the socialite Khloe Kardashian and tend to be more liberal than their older peers. The sexual appeal, ethical message, and celebrity status within the ad use rhetorical appeals and strategies to communicate their message.

The first noticeable piece in this ad is the naked Khloe Kardashian, Khloe is done up to look like an animal, the wild back-brushed hair, and dramatic eyes. Even though she is made up and photoshopped perfectly to glow, the underlying sense of a wild animal is there, and it was completely intentional. Even the color scheme gives off an outdoor feeling, while the background is dark the scene does not present an upset feeling. It enhances the sexual appeal of Khloe. PETA used the classic rhetorical appeal of pathos. The ad stirred up emotions of attraction not only toward Khloe but toward the message they were trying to conceive. The seductiveness suggests that fur is unattractive and undesirable. The strategy of transfer is also used to convey the opinion that it’s sexier to be naked than to wear fur and indirectly participate in animal abuse. Many respect the image of attractive women and give them more attention than they would an average Jane. So, when an image of women is placed behind a message people tend to be keener into what the message is after they get past the image. They will connect the message with attraction, and no one wants to be unattractive, especially in the youth. The younger audience strives to be sought after, and the ad tells the audience that to be desirable fur is not the way to go.

People of the younger generation value the opinion of celebrities. With social media, anyone can follow a celebrity and be updated on their opinion. People who are interested in Khloe Kardashian value her opinion greatly, and this is the strategy that PETA used. With Khloe, they were able to break into the fashion world, where fur is a well-known fashion option. The ad uses ethos. It was able to become credible with Khloe, a huge socialite in society. It’s even indicated that Khloe Kardashian is for PETA in the bottom left-hand corner. She endorses the actual company, not just this idea of not wearing fur. The idea of wearing fur usually across as luxurious and prominent, however, the ad implies that Khloe is prouder being naked than she is wearing fur. This is a huge blow to the fur industry. With the backing of Khloe, the message of not wearing fur is no longer in, which influences people to no longer wear or buy fur coats. It moves people in the direction PETA was hoping for.

PETA’s ad isn’t completely superficial though. As said before, PETA is a well know organization, and they did not become popular based on their celebrity endorsements. Since PETA was established over thirty years ago, they have established credibility in the zone of animal advocacy. Once the viewer of the ad can get past the naked Kardashian, they read a statement in the upper corner that states, “Animals killed for fur are electrocuted, drowned, beaten, and often skinned alive.” With this, they introduce the use of logos. It states facts that are shocking t the viewer. An average person would frown upon the torture of animals in order to obtain something as little as a fur coat. Perhaps the information relayed by PETA in the ad is not very known by society. The information from the ad might appeal to the ethics of one and cause them to no longer wear or buy fur. The facts stated also play into pathos. The text is followed by, “Be comfortable in your own skin. Let animals keep theirs.” Together these phrases can a cause feeling, like the picture of a tortured animal. It could give the viewer the sense that the viewer needs to do something about this horrendous act of torturing animals that the ad is speaking of, and what does the ad suggest? The participation of excluding oneself from the purchase of fur items.

The advertisement of PETA does a lot in a rhetorical sense. It attracts viewers by the extreme use of sex appeal. The ad keeps viewers intrigued by pulling at the audience’s emotions. It also established social endorsement by using Khloe Kardashian, a woman of high social standing. She is used as an incentive for the message the ad is trying to put across to its audience, which is the production of fur causes animal abuse. If one acts in the buying of fur items they take part in animal cruelty, putting forth the idea of thinking about what you are buying and to stop spending your money and use it for other things rather than fur to help stop the drowning, electrocuting of innocent animals.

Digital Marketing (SHELTER) Social Media Campaign on Social Housing

Executive Summary:

Social Housing can give valuable societal advantages of housing. The expanded limit in public and private competition for funding. Social housing managed by local councils in Britain, gives modest housing to poor and weak people in society. Non-profitable organizations inside Britain work along the expectations for everyday comforts of the people by policies to curtail the circumstance of housing issues. SHELTER is rehearsing the best-computerized ways in the market to give the best services. This could be more grounded in the government assistance focus of social housing.

Introduction:

SHELTER Social Housing gives a less expensive house to homeless people. The lease is exceptionally less expensive than the other private facilities. The long-term tenancy will be flexible for them. Housing and the role of housing give the beginning and motivation behind the points of landowners. The reaction for the individuals who are in very weak conditions the government encourages their base principles to ensure and protect them.

Task 1: SHELTER: Social media campaign on social housing PESTEL Analysis:

Political: Potential fall in the pound value due to Brexit which would affect the income levels of people. Many welfare changes may not be reversed. Control against corruption. Business and tax regulation policies. Brexit is an important factor that is affecting the political situation in the UK and is yet to be affected by the charities in funding. People lost their trust in charities as they could not trust about the funds they are donating are reaching the concerned organization or not.

Economic: The charities are in danger since the economy will observe the loss of income (both at the large-scale company level as well as at the individual level) which consequently would influence the money-related dependability of the foundations. Employer stability for some in lower-wage occupations will stay poor. Since SHELTER’S significant wellspring of income is from Donations, the association must be solid and steady to challenge face any issue with more compelling plans like holding the donors.

Social: The population socioeconomics impact of the promoting and the public relation. Ethnic and the strict impacts. Rough sleeping rates will stay high. The world’s biggest dread, CORONA VIRUS (COVID-19) shook the whole world. The homeless are at higher risk of spreading the infection. The homeless are more powerless against being influenced by COVID-19. (thegaurdian.com) which will prompt a greater number of deaths. SHELTER should work intimately with the legislature and plan procedures promptly to spare vagrants from death by moving them to a protected and solid home.

Technological: Developing requirements for social housing tenants to have web access. UK is headed to third place in the worldwide rankings for the AI Industry. Around 25% of UK grown-ups redesign their smartphones every year. Developing capacity for staff to work adequately from home because of innovative advances. SHELTER is working with the best technological progression in raising support division, in giving the best Digital Advice (shelter.org.uk – procedure).

Environmental: Environmental protection through the guideline & corporate social duty. Numerous organizations building relations with the Charities and Non-Profitable Organizations. One of the Important systems of SHELTER is Corporate Partnership. By joining forces, SHELTER is moving in the direction of accomplishing its objective, to accomplish better housing for individuals. Promoting Standards (shelter.org.uk).

Legal: Laws that are identified with compensation and in the work of tax assessment charges. GDPR guideline intending to secure individual information of people is carefully trailed by the SHELTER. The association is a GDPR grievance as it secures the individual information and protection would utilize the data simply after the assent is communicated. The force will develop towards divestment of petroleum derivatives and the expense of sustainable power sources will begin to fall. Likewise, SHELTER’s legitimate group gives lawful advice to individuals who need legal assistance with housing issues.

Task 2: SHELTER: Marketing Trifecta & Competitor Analysis

Shelter’s, significant followers are on Twitter, Instagram, and followed by different channels. The SHELTER’s promoting rehearses are inspiring. The organization’s significant view is on Owned Media. Awareness among individuals about the organization’s work is broadly spread through owned media channels like Shelter’s website and Social Media Platforms. Events are to achieve radical awareness among individuals and involve them in thinking about their housing benefits. Paid media advertising methodology is less executed when compared to Owned media. It is notable that foundations going through a huge measure of cash in advertising is difficult. Even though SHELTER’s commitment to paid media is less, the current advertisements on Facebook and YouTube are significant. By using Owned Media channels Shelter is picking up individuals through earned media. For example, through volunteering in alternatives and event marketing Shelter is increasing trust in more individuals who need to work in association with the organization consequently promoting SHELTER (shelter.org.uk). Shelter’s direct competitors are Crisis and Big Issue Foundation however we have Crisis and Big Issue Foundation as a competitor, their intended interest group age is 18-34. Shelter’s marketing model against its competitors, Crisis and Big Issue Foundation.

Content on the SHELTER’s website and on the Crisis site is exact with essential information while the competitor, Big Issue Foundation has attractive substance with the right context upheld by statistical data points.

For Example, the Big Issue Foundation has referenced that they better the lives of more than 1,240 major issue merchants every year.

The 3 associations Shelter, Crisis and Big Issue Foundation altered their website with the substance they expected to pass on the message.

Big Issue Foundation has been more point by point in furnishing the Helpline number alongside the perfect logo. They have more than 5 offices overall UK.

The Organization additionally gave the information through various division-organized rules which will construct certainty among the users at their first visit to the page and leaves a decent comment about the organization.

Users can get to the refreshed information whenever they required it. Every one of the three organizations shares comparative access to social organizing platforms or networks from the main page.

SHELTER and Big Issue Foundation structured the website page in a clear and clarified manner as we can choose the donation amount on the Home page. While Crisis’s data about the donation brief is explored on the next page.

Task 3: SHELTER: Segmenting & Targeting (Key Insights of Target Audience)

Segmenting and Targeting the approach vital to present-day marketing strategies. To process where the segmentation is grown at first. In view of the analysis directed at the market audience’s gender and age, we will upgrade the internet-based campaigns. Safe House through its recommendation helps individuals from all age groups and of all genders to achieve better housing and to never be homeless. In England, there is an expansion of 23% of destitute family units consistently (thegaurdian.com). Shelter assessed that there are 280,000 vagrants in England, one out of each 200 individuals as of now.

The #SleepWalkForShelter campaign was run on the motivation behind mass support event, it isn’t just produced assets for the housing and homelessness charity Shelter but rallied a more youthful audience around the foundation’s strategic safeguard of the privilege to a protected home for all. This research revealed that 135 families across Britain become destitute consistently over the Christmas time frame. For the age groups of 18 or 34 years, under 18 years or more, SHELTER provides housing advice on the most proficient method to use the Council housing and advantages for those youngsters who are confronting vagrancy. Shelter has EU residents, in their objective, who are qualified to stay in the UK by acquiring permanent residency will get housing exhortation. Shelter furnishes housing advice to individuals with disabilities and genuine medical problems which incorporate learning disabilities, psychological conditions, and interminable or terminal diseases. Refugees are also eligible to get Legal exhortation on housing. The destitute pregnant ladies (like the individuals who are pregnant and are under 18 years) will get exhortation and backing on housing.

From the above information, it is obviously comprehended that the Shelter market segmentation is fluctuated, covering segment, geographic, physiographic, and social fragments. The Shelter is utilizing different marketing communications mix like Online talk administration, Call, Email, Event marketing, Internet, and Advertisement, to arrive at the target audience effectively. The above target groups have the entrance to the Internet and most part invest the energy in long-range informal communication applications Shelter through its Digital marketing procedures is intended interest to an audience well.

Conclusion:

“SHELTER” the Social Housing campaign is pertaining to the technology that may give so many benefits to the upcoming campaign. The PESTEL analysis is an easy and effective tool. It makes sure that the organization is profitable in every possible scenario. Digital marketing trifecta is a brand that is mostly powerful in digital strategies on the supporting company. Very important segmentation targeting. Segmentation allows the right target market where the way to an appropriate positioning strategy. If any step within the STP model changes, it is more important that the whole work from segmentation should be done and the strategy needs to be reworked or else the marketing strategy will be destined to fail.

References:

1. AA (Ahsan Ali) Shaw, 2018. Brief details of STP [online]. Available from: https://www.marketingtutor.net/segmentation-targeting-positioning/ Accessed on June 12, 2018.
2. Crisis. [Online]Website. Available from: https://www.crisis.org.uk/
3. EricaGarman. Digital Marketing Trifecta concept [online]. Available from: https://www.titangrowth.com/what-is-earned-owned-paid-media-the-difference-explained/
4. Jo David, 16 October 2019. PESTEL Analysis [online]. Available from: https://www.howandwhat.net/pestel-analysis-uk/ Accessed on January 22, 2018.
5. Janet Sun. 29 March 2006. Target Audience of age group between 18-34 [online]. Available from: http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2006/mar/online-and-on-target-18-34-year-olds/ Accessed on March 29, 2006.
6. Kimberlee Leonard, 12 March 2019. SWOT Analysis [online]. Available from: https://smallbusiness.chron.com/swot-analysis-nonprofit-organization-4407.html Accessed on March 12, 2019.
7. Malcolm Tatum, 2020. Market segmentation [online]. Available from: https://www.wisegeek.com/what-is-market-segmentation.htm Accessed on August 17, 2020.
8. Mark Bonchek, 2014. Making Sense of Owned Media [online]. Available from: https://hbr.org/2014/10/making-sense-of-owned-media.%20Accessed%2013%20February%202018 Accessed on October 10, 2014.
9. Politics. About politics in the UK [online]. Available from: https://www.politics.co.uk/
10. Shelter, 2020. what we do [Online]. Available from: https://england.shelter.org.uk/what_we_do Accessed on April 24, 2020.
11. Shelter. Digital Strategy [online]. Available from: https://england.shelter.org.uk/what_we_do/our_strategy/strategy
12. Shelter, CSR [online]. Available from: https://england.shelter.org.uk/what_we_do/corporate_partners
13. Shelter. GDPR [online]. Available from: https://england.shelter.org.uk/contact_us/privacy
14. Stephen Delahunty, 2019. Campaign fundraising [online]. Available from: https://www.prweek.com/article/1581005/successful-shelter-fundraising-campaign-rolled-nationally Accessed on April 04, 2019.
15. Shelter organization, 1966. Website [online]. Available from: https://england.shelter.org.uk/support_us/campaigns/what_is_social_housing
16. VComply Editorial, 29 June 2018. PESTEL [online]. Available from: https://blog.v-comply.com/pestel-organization-success/
17. Zoe Amar, 2014. Charity Marketing strategy [online]. Available from: https://www.charitycomms.org.uk/how-to-write-a-charity-marketing-strategy Accessed on November 25, 2014.

Accessibility is the quality of being able to be reached or entered a certain type of something or someone. Internet and Print are two mass medias that have caused accessibility issues, but one is able to conceal the information better. Internet and Print both have their positives and negatives about accessibility when they are being used. The revolution of technology has even had an effect on this where Print media used to run everything and was necessary to have in order to be upto date for example newspapers and informational books, but now internet has taken over and making it both easy access one’s personal information but also hide yourself from everything. Throughout this essay these will be further explained and compared with each other; privacy and personal details, access to updates information and details, and affordability.

Internet and Print media have many issues yet many benefits when compared to each other. Technology throughout the years of media has changed in many ways causing access to privacy and personal details to become a more common motion in play. Internet throughout the years has evolved to the point where everyone can what exactly what you’re doing when and where without the correct privacy settings in place. Although it can allow the user or others to block out anything about a person causing them to become anonymous and hidden from the real whole. Examples of this could be when a user is using Facebook to search another user, they’ll either find out everything about their daily lives, likes, dislikes, past events, etc. Where as when the correct or overused setting are put in place, the user will become completely anonymous causing them to be unsearchable. Continuing with Facebook as an example, it allows a user to post and share their activities onto the internet, leaving others or rather hackers to get a hold of this and know everything about this user. The Internet has rather no limit when it comes to privacy either causing users to be completely anonymous, hiding their identity and allowing themselves through a fake identity to have access to users information and setting, or widely open to the world without any hidden features and still allowing users to have access to their information without hassle. In comparison to print media, the Internet is rather a place where everyone has access to everyone’s information and details whereas print media is rather hidden and cut off at a certain limit. Print media such as newspapers, books, diaries etc,even have their own limit of privacy as well through how much information they share or print to the world. Historical books about famous people will contant everything this person has done or achieved but compared to the Internet it doesn’t explain real time situations on where or when they did some. Diaries also hold issues to privacy issues, if someone gets a hold of the book they will have access to the content with in it. Print media is also not as durable when it comes to damages as their is usual only one original copy and is at risk of fire damage, water damage or environmental damage. Where as internet has backups and can create making copies but still will cause privacy issues if hacked or leaked leaving the user to have all information of this person. Internet and Print media when compared to each other have many different privacy issues when it comes to personal details.

Internet and Print media allow a user to have access to updates information and details. Although technology throughout the years of media have changed, allowing people to have access to all different sources to have access to updates information and details. Information is a large source for information and data but preferable a common source to use for updates rather than print media due to print media having a delay time in processing this information and data on to print which can lead to errors having the print media such as newspapers, to have a setback becoming somewhat an unreliable source. Where as Internet can have real time updates and a larger source of information. The Internet has access to millions of websites some can be unreliable if not used correctly but relatable sources such as digital newspapers like ‘Ninemsn’ allow the users to view real time updates and details on events, hazards, celebrities, etc leaving print media still in their printing phase while Internet has already released and updated their information. ‘Ninemsn’ allows users to view a page layouted out like a newspaper, and once clicked a certain article, the users is allowed to interact with it such as liking, sharing, commenting, etc showing real-time updates in information and reactions of the users and people involved. Where as newspaper is limit what can be shown on each page and covers. The online newspaper allows for videos and images, giving the user more information and details about the event where as Newspapers such as the ‘Sydney Morning Herald’ are limited. Newspapers such as these, have a certain limit and word count to each print page it has on it due to having small writing, fonts and small images, where as Internet users are allowed to read larger fonts and images. Also the duriable of the newspaper doesn’t last as long as the Internet, meaning in case of a fire or water damage or even just old age the page will start to disintegrate or fade making it hard to read. Internet and Print media when compared to each other have many different ways in which it allows a user to have access to updates information and details.

Internet and Print media are affordable when it comes to certain audiences when compared to each other. Even though technology throughout the years has evolved into being in our daily lives causes print media to have a fall down in sales, some parts of the world still prefer print media over Internet service when it comes to being affordable prices. Internet affordability throughout the world in at a rate where many parts have less access to it causing it to be more expensive. Internet in comparison to print media is more durable though in the long run through having the cloud, drive, online services to store information with it being damaged, and most of those places are free to use. If fire damage or water damage also occurs having multiple backups for your information and data will be saved and restored easily when in comparison to print media. Internet services are also affordable when it comes to using certain networks such as months payments or weekly payments but in the long run its reliable by lasting longer throughout and transportable when moving from place to place, just use ‘Google Drive’ for example and you’ll be able to see your information and data anywhere throughout the internet by login into your account. Continuing with ‘Google Drive’, this also allows the Internet to be affordable when it comes to storage space. As such, print media takes a whole lot of space whereas Internet allows you to have storage components such as ‘Google Drive’ to storage a massive amounts of information and data. Resources in a later date will probably all be on the Internet as there is many print medias such as books, newspaper, dairies, etc where they require a lot of resources such as paper affecting the environment just to be either throw away at a later date or even destroyed or damaged later in time needing there to be more resources just to make others. Where as Internet only requires a small network space that allows the users to view these books, newspapers, dairies, etc online without affecting the environment as much. Internet and Print media are a lot more affordable these days when it comes to certain audiences when compared. Even though technology throughout the years has evolved into being in our daily lives causing print media to become an efficient source for durable information and data over time, internet is more affordable in the long run although print is more suitable for those who are unable to afford internet and wanting something for a small period of time.

Accessibility is the quality of being able to be reached or entered a certain type of something or someone. Internet and Print are two of the seven mass medias that have accessibility issues and conflicts. Internet and Print both have had their positives and negatives but the revolution of technology has had an effect on this where print media used to run everything and slowly became taken over by a more reliable source, the Internet where it was necessary to have in order to be up to date with information and data, making it both easy to access. Privacy and personal details, access to updates information and details, and affordability all have shown different meanings of being able to access Internet and print media but in the end it’s all the small and has evolved with the audiences taste with their evolution with technology based media.

Human beings are very creative and intelligent. They proved themselves with new inventions and technologies, which make life easier, more convenient, and happy. Mass media is one of them. It’s a major agent of socialization. Mass media is the best way to reach an enormous amount of people, Mass media are used to convey information, entertainment, news, education, or promotional messages through television, radio, newspapers, books, magazines, websites, video games, film, and music. Mass media is a blessing or a curse. It’s a highly debatable and burning issue in this information age. The main aim of carrying out this study is to find the impacts of accessing mass media on teenagers.

Research questions:-

• Is the mass media a great platform for higher education?
• Does social media affect the personal lives of individuals?
• What are the impacts of mass media on teenagers’ development?
• Is mass media advertisements about smoking and alcohol drinking promote criminal activities?

Decades’ worth of research has shown several impacts of mass media on education. Mass media is not necessarily have a negative impact, but also has a positive value to them. Mass media brings to billions of homes not only entertainment and news but also cultural and educational programs. Mass media play an important role in grabbing new knowledge and information. For example, watching T.V. and listening to the radio is the best way to get new knowledge about history, biology, literature or even learning foreign languages through youtube videos and also by online classes. Moreover, Due to the advancement in technology, our teaching styles are also getting changed. Now mass media prove that education is, really comprehensive not confined within four walls of the classroom (Preeti, 2014). Now, the majority of students like to attend online classes instead of going to college or to school. Online Books, encyclopedias, and magazines provide a more in-depth look at a wide range of subjects, all these online sources are perfect steps for good academic grades (Preiss, 2007). For example, the Open BC campus is a free website for students to access free textbooks, etc.

Mass media is not only for education it is also for entertainment or also for enhancing specialization like spreading awareness and civic responsibilities. With the advanced technology, children can easily access the internet which is a major socialization tool and can also be used as a research tool that can be utilized positively by students (Oroles, 2014). But it could be negative with the over usage of mass media. Most students spend the majority of their time watching movies and playing games on T.V. instead of investing their time in studying and reading good books. This poses a negative effect on school performance as well as on learning problems. Lower academic grades and problems in learning are getting incline due to overindulgence in mass media (Oroles, 2014). The amount of time spent watching television and sitting in front of computers can affect a child’s postural development (Salter, 1983). Excessive amounts of time at a computer can contribute to obesity, undeveloped social skills, and a form of addictive behavior (Canadian, 2002).

Despite the negative effects of mass media on performance, there are a number of positive social effects of mass media on children. Mass media plays a major role in enhancing positive child development through movies. For example, mass media plays a major role in enhancing positive children’s development through television carton movies that may serve to increase children’s knowledge and understanding of various life aspects. Positive role models portrayed in the mass media can also serve as a positive social development tool for children. Qualitative research studies have shown that one way in which television enhances development in children is by portraying positive role models of collaboration and development as a responsible manner of acting (Press, 2007). In addition, Playing motor video games is also beneficial for developing or polishing motor skills. There are lots of driving applications that teach us driving rules and regulations. However, “The amount of violence in video games and movies today is scary and children spend several hours every day watching these scenes of gore. Violence becomes their reality. Many children are unable to distinguish between reality and fantasy” (Harshit, 2017). In addition, they are at more risk of Cybercrime. Personal data and privacy can easily be hacked and shared on the Internet, which can lead to personal identity loss and financial loss (Harshit, 2017).

Apart from these criminal activities their health is also getting affected by over-usage, like obesity. Dietz and Gortmake (1985) reported that each additional hour of TV viewing per week increased the risk of obesity by 2%. because they prefer to play indoor games, video games, and watch T.V. instead of resting, playing outdoor games, or sleeping, which could lead to bad health also weak eyesight.

Mass media’s effect on society and on health.

Research has demonstrated a strong association between exposure to certain mass media messages and smoking and drinking alcohol in adolescents. For instance, more than half of adolescent smoking initiation has been linked to watching smoking in movies(Sargent, Beach, Adachi-Mejia, Gibson, Titus-Ernstoff, and Carusi, 2005). In another study done by Grube and Waiters, 56% of students in grades 5 to 12 said that alcohol advertising encourages them to drink. In Sweden, the governing bodies banned alcohol advertising which led to a decline in alcohol consumption (Romelsjo, 1998).

In conclusion, Mass media addiction has led to many children spending a lot of their time in mass media instead of studying. Mass media can be used to promote social growth and thinking skills. Parents and teachers must be aware of them the effects of mass media. Families should be encouraged to explore media together and discuss their educational value. Children should be encouraged to criticize and analyze what they see in the media. Parents can help children differentiate between fantasy and reality, particularly when it comes to sex, violence, and advertising. Families should limit the use of television, computers, or video games as a diversion, which will be protection cover for their children’s health and Carrier.

References

1. Preiss, W.R. (2007). Mass Media Effects Research: Advances Through Meti-Analysis. 5th Edition Mahwah, Earlbaum.
2. Preeti, Education and Role of Media in Education System. International Journal of Scientific Engineering and Research (IJSER), http://www.ijser.in/archives/v2i3/SjIwMTMxNTg=.pdf, Volume 2 Issue 3, March 2014, 174 – 177
3. Lad, Harshit. (2017). The Positive and Negative Impact of Social Media on Education, Teenagers, Business, and Society. International Journal of Innovative Research in Science, Engineering, and Technology, volume 6, issue 10, https://www.ijirset.com/upload/2017/october/73_Experimental.pdf
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6. Sargent JD, Beach ML, Adachi-Mejia AM, Gibson JJ, Titus-Ernstoff LT, Carusi CP, et al. Exposure to movie smoking: its relation to smoking initiation among US adolescents. Pediatrics 2005; 116: 1183-1191.
7. Grube JW, Waiters E. Alcohol in the media: content and effects on drinking beliefs and behaviors among youth. Adolesc Med Clin 2005; 16: 327-343.
8. Salter RB. Textbook of Disorders and Injuries of the Musculoskeletal System: An Introduction to Orthopaedics, Fractures and Joint Injuries, Rheumatology. Baltimore: Williams and Wilkins; 1983.
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There are millions of car advertisements online about what car to buy or their reason to choose their car over any other companies. In the car industry, it can be seen why paper advertisement is essential. There are multiple techniques and ways for car companies to convince their audience to buy their vehicles. Some of the most popular techniques are model, prop, setting, and camera techniques. It all depends on the audience the car companies are trying to target. The majority of the time car companies will use either setting and camera techniques or props and models. It all just depends on whom the car companies are trying to target and what they are trying to show the audience.

Setting and camera techniques are better visual rhetoric to influence consumers to buy their car. The setting and camera technique reach the audience that wants to buy the car for the car’s looks. A good example of this would be a porches paper advertisement about “kills bugs fast “Porsche advertisers promoted the Porsche 993 turbo by putting it in a specific setting and adjusting the camera to a certain angle. the phrase “kills bugs fast “also has a double meaning that helps support the camera technique used. The picture of the famous Porsche was taken outside, in the woods where it seems that the car is turning. The camera technique they used was a close-up angle. Where it shows just how fast the car really is. Settings and camera techniques would influence the audience who wants to be free and go fast in a luxury sports car. Setting and camera techniques also reach the audience for what the car is capable of doing. In the paper advertisement for the Volkswagen Golf R, it’s seen that the advertisers choose the setting and the camera technique to be able to show what the car is capable of doing. The setting is at night on an empty road. The camera technique was also important because it shows what the car is capable of which is going 0 to 100 mph in 5 seconds. The angle of the camera is pointing downward to show just how fast the car is. The setting and camera technique show exactly what the car is capable of doing.

Car companies use camera techniques and settings for specific purposes. They are trying to convey two things. To show the body of the car, and show where the car can go or how fast the car is. This can only be achieved by using the visual rhetoric of setting and camera technique. like before. Car companies know that to be able to sell their vehicles, they will use a camera technique to show the sleek design of the car. This will ultimately target the audience who wants a beautiful, luxury car. If the design of the car isn’t portrayed well enough. They won’t be able to sell as many cars. This also applies to why they choose settings as visual rhetoric rather than models and props. The setting shows what the car is capable of doing. Jeep used setting to target adventurers and people who like to explore with their 1987 jeep wrangler paper advertisement. They showed the beautiful jeep at the top of a mountain, which no ordinary car can reach. The setting showed that if you enjoy adventuring and being able to go to new places the jeep is the right car to buy.

Props and models are better visual rhetoric techniques that are used to influence customers to buy cars. Props and models reach the audience who wants to attract others for the car they drive. A good example of this is a paper advertisement by Honda. They showed their minivan in the middle of the road surrounded by deer and butterflies. The models, in this case, would be the animals. Whenever you see a car surrounded by animals it attracts friendliness. It shows that the car is very likable. Which greatly influences the customer. Another example would be Ferrari. they hired a beautiful, young colored eye woman. She’s wearing a red dress that shows her curves. She is any man’s dream. Ferrari uses this specific model to bring in customers. When men see that if they own a Ferrari, models like the one shown by the car company will come they will be more persuaded to buy the car. It’s an ingenious tactic used by Ferrari. The companies use models and props for a very specific purpose. Which is to sell the car as fast as possible by showing them an attractive model or showing props that would influence the purchase. Showing a gorgeous woman/man to any customer would certainly bring attention to the car company. Although there are different techniques that are used to influence consumers to buy cars. Models and props are used to sell a car faster. while setting and camera techniques influence the customer on the capabilities of the vehicle.

In conclusion whenever a customer is looking for a vehicle. They should make sure that they are buying the car for the right reasons. There are many car companies that use different types of visual rhetoric techniques to persuade customers to buy their cars for the wrong reasons. The most common techniques are models and props or settings and camera techniques. It is important to know why to choose a certain car over any other. Are they buying a car for what it’s capable of? or the attention the car is going to bring. In the end, the customer will always be influenced to buy a vehicle by any one of these techniques.

Citations

1. Directory Index: Jeep 1970-87 Ads/1987, www.oldcaradvertising.com/Jeep%201970-87%20Ads/1987/1987%20Jeep%20Ad-0a.html.
2. “Porsche Advertising.” Porsche, www.porschecentreoakville.com/news/5+Great+Porsche+print+advertisements/6159/
3. Sandu, Bogdan. “Subaru.” Design Your Way, www.designyourway.net/blog/inspiration/70-creative-print-ads-from-the-automotive-industry/attachment/subaru/.
4. Staff, Autoblog. “Print Ads and New Logo for Jaguar’s Alive Campaign Photo Gallery.” Autoblog, www.autoblog.com/photos/print-ads-and-new-logo-for-jaguars-alive-campaign/#slide-203200.
5. “Volkswagen: Terminal Velocity.” RSS, 1 July 2014, www.adsoftheworld.com/media/outdoor/volkswagen_terminal_velocity.e
6. “What If Cars Were SUPERMODELS.” BASIC Magazine – Fashion Magazine, basic-magazine.com/what-if-cars-were-supermodels/.

We live in a world where we are constantly surrounded by signs that signify different objects and ideas, influence our thoughts, and help shape our view of the world (Gaines, 2011, 15-16). The media plays a huge role in communicating how meaning is created and conveyed through words, images, and signs (Berger, 2019). Berger (2019, 12), defines texts as a collection of signs, which means that a semiotic analysis can be applied to all texts in order to interpret the messages being conveyed. All media texts possess the common attribute of the semiotic nature of communications, whereby meaning is inferred through the perception of signs (Gaines, 2011, 15-16). As stated by Gaines (2008), semiotic theory is constructed on the notion that everyone has the ability to perceive and interact with signs. In other words, the ability to deduce what is signified by the signifier. The concept of the media communicating semiotic perspectives to an audience is true of the movie poster for the 1991 thriller/drama/mystery Silence of the Lambs, directed by Jonathan Demme. This movie poster uses different signs to create meaning and make comments on issues presented in the movie such as perceived innocence, danger, transformation, and mind control. This essay will focus on how the movie poster for Silence of the Lambs, utilizes visual constructs and complex signs to create imagery that resonates with the intended audience and allows them to perceive meaning through semiotic and discourse analysis. The poster uses generic conventions, synchronic analysis, and intertextuality to allow the viewer to make connections between the signifier and the signified and interpret the semiotic meaning that is being conveyed.

A semiotic analysis of the main image in the poster can reveal many details about the messages the movie attempts to convey to the audience. The lack of written text on this poster and the sans serif font that has been used for the title implies that the main message of this poster does not come from the written signs, rather, it comes from the image where there are many semiotics codes working together to create meaning. The majority of the space on the poster is covered by a woman’s face. This extreme close-up implies that she is an important character, playing a key role in the storyline. This allows the audience to immediately recognize that this film is seen from a woman’s perspective (Green, 2019). The woman’s gaze is piercing and direct, which is not only engaging to the audience but indicative of having a purpose. This implies that she has a purpose and mission that she is wanting or needing to complete (Green, 2019). Her skin is pale in extreme contrast to the dark background surrounding her, which could be representative of her innocence or her perceived innocence (Green, 2019). This could also tie into the symbolism of the ‘lambs’ that the movie is named after, as lambs are symbols of innocence. The contrast of colors could signify that she is an innocent woman surrounded by sinister or evil people, places, or situations. This use of color could signify that this woman is seen as weak and powerless, giving the idea that she is a victim in some way. The corpse-like, blue tinge of her skin is connotative of lifelessness. This could indicate that she has been left feeling lifeless or weak from something she has experienced. The use of Rembrandt’s lighting on the woman’s face plays a key role in giving the image a mysterious feel. The symbolic importance of this is that it links directly to the genre of thriller/mystery. The creator of this poster would have done this intentionally to draw in an audience who is interested in this particular genre, without having to explicitly state anything about the genre on the poster, again relying on visual signs rather than written text to convey the main messages of the poster. The pale color of the woman’s skin, which is indicative of innocence, is vastly contrasting with the red color of her eyes. The color red connotes danger and death, complying with the genre of the film. This could imply that she might be dangerous and not who she was originally perceived to be. The contrast between the red of the eyes and the pale blue of the skin could indicate and malevolent influence on her innocence or a transformation from innocence. Generic conventions are used to convey the key features of a genre, (Gaines, 2011), in this case, these are the conventions of a thriller, hence the use of the colors and lighting to create a dramatic feeling. These generic conventions have been used to communicate information about the character and in extension, the film itself, from simply looking at the film poster.

Possibly the most symbolic element present on the film poster is the death’s-head hawk moth over the woman’s mouth. The literal denotation of the moth can be seen as portraying that people may not listen to what the woman has to say, or she is silenced and not allowed to speak (Jung, 2014). Moths undergo constant change throughout their life cycle from their metamorphosis from grub to moth. For this reason, the moth is a symbol of change and transformation. In this context, the moth could symbolize the loss of innocence of the woman in the poster or it could signify that she undergoes some kind of significant transformation or character development throughout her journey in the film (Jung, 2014). The red color of the moth matches that of the woman’s eyes, once again alluding to danger and tying back into the thriller genre. The back of a death’s-head hawkmoth, like the one shown in the poster, has a pattern that closely resembles a human skull. Firstly, the skull is a sign of death, alluding to the serial murders committed in the film. Upon closer analysis, it can be seen that the skull depicted on the moth’s back is actually created from a group of naked women lying in the shape of a human skull. This is significant because it is implying that multiple women are victims of the killer in the film. The fact that they are portrayed naked shows the dangerous and disagreeable objectification of women, furthermore, revealing that these victims were vulnerable and unable to hide from their aggressors. This month is also an example of intertextuality, as this formation of women’s bodies in the shape of a human skull is a photograph taken by Salvador Dali and Philippe Halsman in 1951 titled, In Voluptas Mors. This title literally translates to, “Desirable death,” in Latin. This image is the most symbolic aspect of the entire movie poster. Not only does it connote death, but it also reveals that the killer is unremorseful and thinks that their crimes against the women are desirable and purposeful. Moths can also be seen as symbolic of mind control, due to experiments conducted in the UK in 1975 (Spencer, 2013). This could signify that although the killer is free from the physical confines of prison, it is highly likely they are trapped by their psychological state (Spencer, 2013).

It is understandable to assume that words and signs are secondary to our observation of reality, however according to Bignell (2002, 6), it is our semiotic understanding of the signs surrounding us that creates our reality. Semiotics or the study of signs, is a science that is concerned with anything that can be taken as a sign (Chandler, 2002). The media has a big influence on what our society sees and consider to be a reality, and all media texts utilize semiotic conventions to convey these messages (Schrøder, 1994). The movie poster for the 1991 thriller/drama/mystery Silence of the Lambs, directed by Jonathan Demme uses different signs to create meaning and make comments on issues presented in the movie such as perceived innocence, danger, and transformation. The creator of the poster combined the use of generic conventions, synchronic analysis, and intertextuality to create an image with a deeper meaning than would be noticed at first glance.