As the airplane levels off at it’s optimal cruising altitude of 38,000 feet, you pull out the in-flight magazine, whose cover is filled with images of fame and happiness, from the seat-back pocket. Through all airlines providing the same service (flights), branding is the key to achieving a competitive advantage. The in-flight magazine becomes a vital product through which airlines can promote their brand, sell products and build relationships with their passengers. The magazine offers advertisers a highly desirable and attentive audience given that both on-board matters and airport transfer information require reference to the magazine. The reach of these magazines is also broad, which makes them very appealing for advertisers. For example, Qantas carries more than 13 million passengers annually, and each month 65,000 magazines are printed (Geels). In-flight magazines, however ideologically benign or innocent they may seem, prove to be powerful by illustrating the values to which a traveler should adhere. Advertisements mirror society and the people they advertise to, therefore, they convey meanings and messages about what is normal social behavior. Flying, although less expensive now than in the past, is reserved for the better off in society; those who have the freedom and means to travel by plane. Airline magazine advertisements are subtle ways of sorting passengers into those who are socially and culturally acceptable airline travelers and those who are not.
As you begin to get bored or seek to learn more about the Airbus A380 you’re flying in, you flip open the magazine to the first page. Staring at you is an advertisement for Mont Blanc with Nicolas Cage. This advertisement was in the August addition of Qantas’ 2012 inter...
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...tter and the globe-trotter is an opportunity to buy into a way of life and a lifestyle which is international, fashionable and sophisticated” (Thurlow & Jaworski 601). Qantas’ advertisements from Netjets and Mont Blanc promote a lifestyle of indulgence, comfort and luxury which can be purchased, usually at a considerable price. The recurring challenge for airlines has been to match differing consumer perceptions across nations and cultures. Advertisements speak to those who are rich in time and money and have the means to pursue activities like buying ridiculously expensive watches and chartering jets. Advertisements promote Western ideals of consumption and belonging in which they socially and culturally sort those who fly from those who don’t fly. A passenger’s identity is constructed by inflight magazines as an airline traveler of privilege and economic freedom.
Advertising is a form of communication involving selling a product to modify the behavior of the buyer into buying the product. In the essay, “Advertising’s fifteenth appeals”, Fowles explains how advertisers see the readers through the magazines and the appeals they use to influence the readers. Magazines target the audience as meant to satisfy their desires for love, attention, or the feeling to be secured and safe. For example, Cosmopolitan magazine sees the readers as flawed individuals who should change themselves to be accepted by others. Most of the appeals used to influence those audiences are “the need of escape”, “attention” and “the need to satisfy curiosity”.
Have you ever wondered where the saying, ‘a picture says a thousand words’, come from? Well, I do not know who came up with this fantastic phrase, but nonetheless, I will be describing and analyzing two different magazine advertisements, trying to put in words what I think the advertisers wanted consumers to receive when those potential buyers viewed their ads. The two advertisements that I chose, Caress and Secret, try to encourage female consumers of all ages to purchase their hygiene products. Although both ads, Caress and Secret, appeal to the same gender with hygiene goods, they differ in design, text, and message. They attempt to please the female buyer with color, texture, and sexuality. This makes it prevalent, that the agents must grab the attention of possible buyers in order to sell their product. The advertisers must choose a variety of marketing strategies to the reach their targeted consumers.
There is an undoubtedly enormous influence on the world by consumerism. Consumerism and capitalism shape the nation that we live in today. Everyone knows this because they see advertisements all day long on television, on the radio, on billboards and through hundreds of other mediums. Unfortunately, what the world is not exposed to is what goes on behind the marketing and the ultimate final sale. There is a dark side to capitalism created not only by shady merchants, but the worldwide multi-national companies as well. What both of these excerpts portray is the idea that there is more to the products we buy than we are told, or unfortunately, that we bother to ask about. Through the use of interviewing, traveling, and criticism, these authors do a fine job in analyzing the relationships between branding and marketing, and more importantly, between our modern day consumption habits and hidden production processes.
Thomas Frank’s book entitled The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism takes a poignant look at the advertising world of the 1950’s and 1960’s, exploring how advertising played a role in shaping the next generation of consumers. Frank points out that he believes many misunderstand how important the key industries of fashion and advertising were to the shaping of our consumer culture, especially in getting Americans to rethink who they were. The industry of advertising was not conforming to the upcoming generation, instead the new consumer generation was conforming to the ideals of the advertising industry. Frank believes that the advertising and fashion industries were changing, but not to conform to the new generation, instead to shape a new generation of consumers.
As Frontier approached its 10th year of operation, Frontier officials realized an image shift was in order. The airline had established a reputation for friendly and reliable service, and reasonable airfares, mainly appealing to leisure travelers. But they reali...
In Solomon’s words, “American dream encourages the desire to ‘arrive,’ to vault above the mass, it also fosters a desire to be popular, to ‘belong’.” (169) Advertiser whose “ads are aimed at a broader market” (169) are utilizing such kind of human mentality. For instance, Nike is a famous clothes brand to almost everybody. In its advertisement, there are always people in different genders, races and ages wearing Nike’s products running on streets, on riversides or in parks. Through its advertisement, Nike is trying to convey consumers that everyone is using Nike’s products, and you should be one of them. People want to fit in as part of most people, so they buy Nike’s products. Nike’s advertised products make people belong to it. If I were going to buy a new pair of shorts for running, I would consider of buying a pair of Nike shorts because it seems that so many people wear Nike shorts and I want to keep the same with them. People buy those advertised products to increase their senses of belonging, but they are losing their individuality at the same time. Despite many advertised products could decrease the individuality, some of them indeed make people more of
Conitue to promote "The Low Fare Airline" slogan especially with the advent of raised ticket prices from Untied.
Many people have issues with flying. Some are nervous that the plane might not make it to its destination while others think of flying as an overpriced, uncomfortable, and unpleasant experience. Than there are those who can afford to make their flight experience much more luxurious which are the passengers flying in business class or in first class. These are passengers that get the champagne in the plastic glasses and the chairs that stretch all the way out. David Sedaris is able to paint this picture of entitlement and lack of comfort throughout his article “Journey into Night.”
Thus, to satisfy sociocultural concerns, Qantas can revise and amend parts of their product services to provide to the broader spectrum, meeting the needs of consumers internationally in a growing globalised society. These adjustments are endorsed in their ‘Diversity Statement’ online where Qantas (2014) states that their inflight merchandises can be changed to “meet the needs of its customers” in a number of ways, such as requesting meals for special dietary requirements and foreign entertainment programs. However, Qantas needs to adjust its promotional policies in order to adhere to the aging population and maximise market share as present...
“How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.
Have you ever looked through a magazine and found it to be really interesting? That is because you are part of its target audience. You are part of a group of people that the magazine is trying to appeal to. There is a reason Sports Illustrated is more of a man’s magazine and Family Circle is more of a woman’s magazine. The people that run that magazine put certain things in those magazines to attract their audience. More commonly, men are interested in sports and anything to do with sports. In Sports Illustrated, the reader would find sports, and that is it. The reader would not find an article titled “How working women balance their careers and home lives.” An article such as that would be found in a magazine like Family Circle, as it is targeted more towards women who have a family. For the purpose of this audience visual analysis, I will be discussing the October 8th, 2012 issue of People magazine. Looking at this issue and reading through the magazine, it is evident that the publishers do have a target audience in mind. This visual analysis will discuss who its target audience is and how the reader can tell. Also, the essay will discuss how the magazine makes the advertisements relevant to its audience.
The consumption of products and services is important for the way in which it functions to mark social differences and act as a communicator, but it also gives satisfaction. Style, status and group identification are aspects of identity value. People choose to display commodities or engage in different spheres of consumption in an attempt to express their identity in a certain sort of image. A clear example to demonstrate a way in which someone may communicate their identity is the football supporter. When referring to picture 1, by simply wearing a Manchester United shirt, a...
Create new marketing segment and customer targets. Song realized based on extensive market research that women are the key decision makers in leisure travel initiative. And hence the created a marketing campaign that heavily targeted women by offering healthy food, vibrant colors for the plane interiors, leather seats, personable flight attendants and great in flight entertainment.
// ConsoleApplication51.cpp : Defines the entry point for the console application. // #include "stdafx.h" #include #include using namespace std; class person { public : virtual void menu() { } virtual void show() { } }; char local_destination[5][20]={"LAHORE","ISLAMABAD","KARACHI","PESHAWAR","QUETTA"}; char international_destination[6][24]={"LONDON","BERLIN","DUBAI","NEW YORK","BEIJING","TOKYO"}; class time { protected : int choice ; public : void menu() { cout<<" ON WHICH TIME U WANT TO TRAVEL "< cout<<" PRESS 1 FOR 11 AM "< cout<<" PRESS 2 FOR 10 AM "< cout<<" PRESS 3 FOR 9 AM "< cin>>choice; } void timing() { if(choice==1) { cout<<"|-----------------------------------------|"< cout<<"|flight time 11 AM "< cout<<" have a safe journey "< } if(choice==2) { cout<<"|-----------------------------------------|"< cout<<" flight time 10AM "< cout<<" have a safe journey "< } if(choice==3) { cout<<" |------------------------------------------------------|"< cout<<" flight time 9 AM "< cout<<" have a safe journey "< } } }; class booking:public person { protected : int num; char ch; char first[30]; char last[30]; char passport_no[50]; char loc[30]; char dest[30]; char reserv_no[60]; int option; void getdata() { cout<<" PLEASE ENTER THE REQUIRED INFROMATION OF PASSENGER "< cout< cout<<" Enter first name :"; cin.getline(first,30); cout< cout<<" Enter last name :"; cin.getline(last,30); cout< cout<<" Enter passport no. :"; cin.getline(passport_no,50); cout< cout<<" Enter registration no . :"; cin... ...
In order to identify Air Mauritius’ target market variables such as demographic, geographic, psychographic and behavioural variables have to be covered. Air Mauritius can be considered a small aircraft company as it has a rather narrow range of planes compared to other airline companies, this is primarily due to the fact that Sir Seewoosagur Ramgoolam International Airport in Mauritius Islands cannot accommodate very large planes. However, it is not a small nor regional airline company and has flight schedules every week in continents such as Africa, Asia, Europe and Australia (O'Hanlon, 2013). Consequently it can be assumed that the target market is basically adult (age) men and women (gender) from different places all over the world who are looking for comfort and good services while travelling (benefits sought) of a medium to high status and income in order to be able to pay for all the tariff fares (psychographic). . Hence, it can be approved that Air Mauritius’ target market is scattered worldwide and cannot be really classified as they tend to market for various markets ranging from businessmen to tourists of different ages. However as Mauritius Islands are mostly known for its tourism industry, Air Mauritius is trying a new marketing strategy in order to attract more families to travel with them to Mauritius Islands for touristic reasons (4 trends in family travel for