Celebrity Puppets
The concept of using sports stars to market non-sport items has soared to new heights. Every corporation in the world is trying to get the edge over their competitors. The classic example is that of the “Cola Wars.” During the 1980s, Pepsi and Coca Cola began an advertising slugfest, in which Pepsi emerged victorious by using Madonna and Michael Jackson as puppets in their commercials. These two companies, as well as thousands of others, have taken advantage of exposing celebrities in their commercials and advertisements. This is done as a means to persuade the public that these products are worth buying.
As the years went by, marketers began to realize that in America, sports imagery constituted the most popular way of communicating to the public. The major sports organizations that corporations use to market their products consist of the National Football League, Major League Baseball, and the National Hockey League, but more groups are beginning to get in on the act. These groups include the NASCAR Winston Cup Series, the Professional Bowlers Association (PBA), as well as many others as a result of their increasing popularity and a younger group of stars.
A little over a year ago, San Francisco Forty-Niner star wide receiver Terrell Owens caught a touchdown pass and began a unique celebration. When he reached into his sock and pulled out a Sharpie™ marker and signed the football, giving it to a friend in the stands. His touchdown celebration was covered by many major media sources. As a result Owens was offered a partnership with the marker manufacturer. Sharpie™ agreed to donate five hundred dollars to the Alzheimer’s Association in Northern California/Northern Nevada for every touchdown Owens scor...
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...ich the rock band Metallica wrote, entitled “Master of Puppets.” The lyrics go:
Master of Puppets I'm pulling your strings
Twisting your mind and smashing your dreams
Blinded by me, you can't see a thing
Just call my name, `cause I'll hear you scream
This reminds me of today’s marketing world because these corporations all over the world are trying to twist our minds and make us believe that their products are superior to those of their competitors. In today’s world it is no longer who makes the better product, but who can present the product in a better fashion. There is no major difference in the quality of sneakers throughout the world. But unless the Nike, Adidas, or Rebok logo is not there, the sneaker is viewed as poor. It just goes to show how a song written in the 1980s can reflect the marketing era of the year 2003.
Voigt, G. L., & Swist, S. L. (2011). Hematology techniques and concepts for veterinary technicians. Chichester, West Sussex, UK: Wiley-Blackwell.
Commercials advertising food can be seen on television all the time. The advertising industry is always trying to make one food look better than another does. Often, using professional athlete endorsements does this. At any given time there is at least two professional sports season in session. By using current stars and heroes from those sports to promote their foods, companies try to increase their sales.
The performance usually includes the information for a current period as well as comparisons with other similar periods. Pfizer's 2004 financial report include the following highlights:
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
The first reason and most important reason that I believe the Aztecs were defeated by the S...
At the time of the recording, many people saw Michael Jackson as an important figure who represented the audience's look. With a face like Jackson's, they would create a new platform for their younger buyers and replace what was old with what was new. A light metaphor that then-CEO Roger Enrico said that "The goal was to make Pepsi look young and Coke look old, and Michael Jackson was, in fact, the choice of that generation.” This is why I believe that the Michael Jackson Pepsi Generation is an effective commercial because of its uses of ethos and pathos.
Romeo and Juliet is a play about two lovers who have to risk their lives in order to demonstrate their love and will to stay together, regardless the feud between their families. By the end, the death of Romeo and Juliet finally bring the reconciliation to these two families. It is fate that the two most shall-not meet people fall in love and it love that eventually won against hatred. Since then, there have been many different versions of Romeo and Juliet, whether it was for film, stage, musicals. These different recontextualised adaptions change the original play by many ways, some modernise the language, environment, props as well as changing the original characteristics of some characters. Out of all the different adaptions of Romeo and Juliet, two stood out the most. One was the Romeo and Juliet (1996) and directed by Baz Luhrmann and the other one was Romeo and Juliet Broadway (2013) play version,
The Chichimeca Wars have been a major role in the Spanish conquest of the Aztecs. The wars or mini battles between the two sides occurred 1550-1590, after much of the new colony of Mexico had already been established. The Spanish ended up engaging in the longest and most expensive conflict they ever had with Indigenous people. The wars started after the land in which the tribe lived was found to be abundant in silver ore and led to the Spanish establishing mines. The Spanish government adopted a policy of “War of Fire and Blood” which meant the death and enslavement, as well as mutilation of the Chichimeca people. The policy had no effect and failed, instead they decided to make peace with the natives was a better option. The Spanish called this process “peace by purchase”. The Spanish learned from the Chichimeca Wars how to effectively deal with native populations that are resistant to the Spanish settling in the future. This stand by the Chicimeca people is significant to the conquering of the Aztecs as it was one of the last attempts made by a native group to stand up against the invaders that were the Spanish colonizing Mexico.
In the Franco Zeffirelli version of Romeo and Juliet, produced in 1968, the setting is accurate to the times of when William Shakespeare wrote the play. In the last act of the film a few differences arose. In Zeffirelli’s production Romeo does not request a letter telling of Juliet’s well-being from his friend Balthasar, whereas he did so in the play. This letter was to be given by Friar John, who is not mentioned in the 1968 film. In act 5 scene 3 Paris was laying flowers by Juliet’s tomb. Romeo then comes and kills Paris and his page. Both of these details were edited out in Zeffirelli’s version. Lady Montague was alive at the funeral in Zeffirelli’s film. William Shakespeare told of her dying from the stress of knowing her son is dead in his famous play.
The celebrity make-up of this commercial, consisting of stars such as Michael Jordan, the Manning brothers, and Serena Williams, is the main convincing point of this ad and that factor of credibility alone could convince a consumer to buy the product. However, that is not Gatorade’s main message. Normally, a company tries to project these endorsers as larger-than-life figures and ordinary people cannot help but feel inferior to them. This ad does the exact opposite in the sense that it humanizes these athletes and only talks about the failures in their careers. The ad begins with
Johnson & Johnson is a successful company in the health industry : Johnson & Johnson a company that, through the years, has been diversifying and expanding worldwide as leader in the market for health products , consumer, professional , ethical pharmaceuticals and industrial . The vision is "To be the world's most successful company in the healthcare , prioritizing the needs of the people " their corporate philosophy is having Responsibility for internal, external customers and Justice for Suppliers and distributors, with a Commitment to the shareholders and Respect for environmental protection and natural resources
Pfizer Inc. is a large pharmaceutical company that engages in the discovery of new technologies, the manufacture of prescription and "over the counter" (OTC) medicines, as well as the marketing of such products. It operates in three distinct segments that include Human Health, Consumer Healthcare, and Animal Health. For fiscal year 2004, the company generated approximately $53 billion in revenue that contributed to over $11 billion in net income.(Pfizer, 2004)
The above example shows that Pfizer is building on the foundation of analytics to predict the needs of the customer (which is the physicians in the case above). It
Retailers are constantly breathing behind consumer’s necks to persuade the individual that their brand is the best. In a result, these retailers are hoping the shopper will give in, buy the product(s), tell another friend about the brand, and push them to buy/show off the name. It is an ongoing and viscous cycle for individuals to keep their self-image updated with society. Moreover, the pressure to be accepted by others is influenced by buying a name brand item to avoid a negative response from peers. Jim Guest, author of Consumers and Consumerism in America Today, explains “In the current economic climate, consumers are constantly pressured to buy expensive, often unnecessary products and serves, and to live beyond their means” (148). A major reason for the overconsumption of brands are due to the popularity of brand ambassadors. As consumerism continues to grow, companies are becoming smarter and smarter; they will hire celebrities to endorse their brands and create an image of superiority for others to follow. To name a few examples, LeBron James, a professional basketball player, is endorsed by Nike; Carl’s Jr., a famous fast food chain, displays ads with beautiful models in bikinis eating their burgers; Kim Kardashian, a famous celebrity and fashion mogul, has endorsed Skechers sneakers. These are a few big named celebrities that
Celebrities advertising are no panacea for achieving attention and higher sales. Their belief is the celebrity message deliver a higher degree of appeal, and attention. Marketer’s claims that a celebrity creditability increase memorability of the message and may provide positive effect that could be generalized to the brand states M. Mohan & B, Loue & R, Hudson. Firms have come to realize celebrity spokespersons like Tiger Wood have believability, purchase intentions and favorable effect on consumers. “ “The casual observer is somewhat inclined to believe that professional sport athletics are in greater demand as celebrity product endorser” (S, George, & J, Mathew & J, Jones, 2003).