Branding Research

Nike Vs. The World

• Young athletes develop a preference for the "swoosh"
• before there were popular athletic brands, top universities were based on location and facilities
• Nike became associated with the athletic success of the top universities leaving them with the image of the elite sports brand
• it is not just the function and the feel of the apparel, but the look as well
• young athletes want to play using the top equipment and looking good while doing it
• trends are started by the professional athletes the Nike pays each year to represent their brand
• kids want to be just like their role models, and look like them too
• ones who grow up without the ability to pay for the "Nike swag" like the other kids, may pick a college that can give them the apparel for free
• the brand has an effect on the recruiting process
• Nike is successful because of the allegiance they have gained from their customers, not just the quality of their products  

 

April 20, 2012: Pop Culture Poetry

Twitter World

Everyone will see

Everything you tweeted

Never deleted

Breakfast, lunch, dinner

Nothing interrupts Twitter

Making some bitter

April 18, 2012: Advertising Techniques Journal 

M&Ms "Sexy and I Know It" Commercial

Give a brief description of the ad:

This is an advertisement for the candy M&Ms where the brown M&M girl is talking to two other women at a party. She notices a man across the room is laughing at how she appears to be naked and sees that assumption as ridiculous. Soon after, the red M&M appears and exclaims, “So it’s that kind of party!” rips his red coating off, and begins to dance to the LMFAO song “Sexy and I Know It.” The ad ends with the M&M candy with the phrase “not your average chocolate” underneath and closes with a short dance move from the red one.

What propaganda techniques are used? Point out where/how each technique is used.

The propaganda technique that was used throughout the commercial was humor. This is seen when the man across the room thinks the brown M&M is naked as well as when the red M&M strips and starts dancing.

What effect do the techniques have? In your opinion, do they do their job?

This technique did exactly what a humorous ad was supposed to do, it makes people laugh. M&Ms have had very funny commercials throughout the years and it keeps the candy in the minds of people when they are at the store or they make the connection when they hear the overplayed LMFAO song.

Who is the audience for this ad, and how do you know?

I think the audience for this ad is mainly the younger people who listen to the mainstream radio the most, just because of the song choice. But I also think it can be projected to everybody because the humor is not something that only kids or only adults would understand. For the most part, it is funny no matter who you are.

What is omitted from this ad? What is the effect of the omission?

The only things that are omitted from the ad are price and basic nutrition facts for the candy. This omission does not really have much effect because of how well known of a product M&Ms are and because they are generally not very expensive.

Would different audiences have different reactions? Explain!

In general, I do not think that different audiences would have different reactions. I think that based on the simplicity in both the humorous aspect and the commercial in its entirety, it would have the same effect on all different types of people. It is not something that would go over the head of a small child, it is not offensive to any specific group of people, it does not have any controversial connotations, and it is not too “dim-witted” for the older crowd.

What message, lifestyles and values are encouraged and/or portrayed through the ad? Make connections to what is in the ad.

I think in the beginning, this ad portrays elegance and a certain level of formality when the brown M&M is talking to the two other women. Then it shifts and shows the more outgoing and crazy lifestyle when the red M&M starts to dance around “naked.” When the phrase of “not your average chocolate” comes up at the end, the whole commercial can be summed up into a meaning that can be interpreted as something along the lines of M&Ms being a candy that a sophisticated person can enjoy M&Ms in a peaceful manner just as easily as the life of the party can. 

April 19, 2012: Advertising Techniques Journal

Dr. Pepper 10 Commercial 

Give a brief description of the ad:

This ad is an overly “macho” commercial for Dr. Pepper 10. It goes on listing things about movies that, in general, are very manly and things that a woman would not look for in a film. The last line being “It’s not for women!” clearly stating the intent of the commercial.

What propaganda techniques are used? Point out where/how each technique is used.

The main propaganda technique that is used is obviously stereotyping. The main man in the commercial makes the overly generalized assumptions that all men enjoy watching action-packed, violent, intense movies. Also they stick with the stereotype that women only like sappy romantic comedies and that they hate the more macho films.

What effect do the techniques have? In your opinion, do they do their job?

I think this technique definitely makes an impact when people view it. Whether that means making men laugh or making women angry by its sexism. I think the strong feelings that the commercial brings out make it that much more powerful. Saying “It’s not for women” makes men feel superior and it makes women want to prove a point by buying it.

Who is the audience for this ad, and how do you know?

I think the audience spans out to a very wide range of people. It appeals to men with the very explosive nature of the whole commercial, but the sexism gears it towards gaining the attention of women.

What is omitted from this ad? What is the effect of the omission?

I didn’t notice anything that was obviously omitted. With anything involving food the main things they leave out are things like calories and sugar content, but the name of this product clearly states the calorie content. I think including this is something that can really boost the sales of the soda.

Would different audiences have different reactions? Explain!

The only audiences that would have contrasting reactions to this are men and women. The men see it as entertaining and funny due to its blatant disrespect to women, while the women see it as wrong in so many ways.

What message, lifestyles and values are encouraged and/or portrayed through the ad? Make connections to what is in the ad.

The message that is portrayed in this ad is that all men like the same things and that when something is for men, women can’t have it. Giving off a vibe that makes one think that men are better.

April 16, 2012: Media Ownership Response

Public to FCC: We Don't Want More Media Consolidation

On Thursday, December 8^th, Free press gave a petition to the FCC chairman Julius Genachowski to convince him to make the public, jobs, and journalism priority in review of media ownership rules. With 30,000 signatures, the petition pushes to eliminate cross-media ownership protections as well as address ownership by women and people of color. It also was signed to strengthen rules to prevent over consolidation. Congressional leaders had urged the Commission to preserve the rules that are in place to encourage things like competition, localism, and diversity in the media. Free Press Policy Counsel Corie Wright made a statement that claimed how people in the country want public interest to rank higher than corporate interests, wanting diverse and competitive local media and how media consolidation impacts the news and information that they get from the local news.

When I read this article the only question that I really thought of was whether or not a 30,000 signature petition would really get a lot done with the FCC. This interests me mainly because I like to hear about people taking a stand and fighting for what they want to get done. This fits into our media ownership discussion because it talks about whether or not different people think it is good for a few big companies to have the most control over the media. People should know that, right now, the media is something that is controlled by only a couple of major corporations and that this number of people in control seems to be decreasing as the years go on.