Extreme Advertising: Go Big or Go Home
This Maxim climbing gear ad is an example of using both aggressive language and images to promote climbing as an extreme sport. North Face uses this image in their web page. If you wear North Face gear, you too can take your ice axes and back-counrty skis into the Tibetan wilderness. Adidas uses this image in their trail running ads. The caption in the image reads "Runners. Yeah, We're Different." It invites people to relate to some of the more intimate details of a separate subculture.
Intro
Advertisements of outdoor gear tell us we live in an extreme world today. No longer do we go out mountain biking or skiing, they tell us. We need to go big, risking our lives to promote an image of ourselves as one who can push the edge of the envelope by extreme mountain biking and extreme skiing. NorthFace, a high-end outdoor clothing company started this language in the 1970s in its advertising of ski apparel. Now, most every sport has gone extreme. To advertise this new image, companies have attempted to use a variety of techniques that separate themselves from the rest of the crowd. They include:
--Creating an Extreme Image to a Wide-Based Consumer Audience: Boulder Gear and North Face.
--Advertising to a Young, Aggressive Group Obsessed with Speed: Manastash and an ad inside APEX Magazine
--Creating an Insider Feeling of the Extreme...with a Dash of Playfulness: Nike and Adidas
Extremism as an image has come to include outdoor activities such as kayaking, skiing, climbing, mountain biking, windsurfing and a host of other mainstream outdoor activities. It has also brought about a variety of subcategories as well. Sky diving now has six new disciplines, including sky surfing, free flying and free style-an aerial ballet. There ís even an extreme version of the extreme sport of sky diving called BASE jumping (BASE=Bridge, Aerial, Structure, Earth) in which participants jump from low-lying structures and open their chute with only seconds separating them between an extreme experience and death (Heath 1997: p4). Sports are not the only aspect of extreme though. The language has seeped into our everyday vocabulary to the point that we can not do anything without having the possibility of doing it extreme. Bill Gates speaks of extreme programming, and there ís extreme golf in which participants play golf around unused summer ski resorts. Books of extreme adventure have been popularized by John Krauker's Into Thin Air.
Jackson, Bo and Dick Schaap. Bo Knows Bo: The Autobiography of a Ballplayer. New York:
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
...). This patient, after treatment, had complete ROM and was able to get back to daily activities (Papa 2012). GISTM has shown to work on all types of injuries whether the patient had surgery or not. GISTM is becoming a well-known tool in the clinical world and is a reason for faster recovery periods (Black 2010).
Imagine you are walking the streets of New Orleans. You are standing right where jazz was established in the United States of America. Jazz wasn’t just about music, it also affected the culture involving social, economic, artistic and jazz leaders.
This advertisement shows us logos by making people think about domestic violence. When you look at the big boot, obviously worn by a man is stepping on top of a small women’s shoe, it automatically makes you think about domestic violence. As quoted, “When he controls your life, it’s no longer your life.” This quote is powerful and directly speaks to the women who are in controlling abusive relationships. It also speaks to people who know someone who is being abused and that they should speak out. It pulls you into the sad scene with the dark lighting all around almost making it seem suffocating, which causes the small woman’s shoe to seem unimportant, compared to the big muddy boot that is trapping it. It logically makes someone
Drug resistance in mycobacterium tuberculosis (TB) has become a severe global health threat. The fight against TB is now facing major challenges due to the appearance of Multi-Drug Resistant Tuberculosis (MDR-TB) and more recently, the virtually untreatable Extensively Drug Resistant Tuberculosis (XDR-TB). MDR-TB are strains that are resistant to both top first-line drugs, Isoniazid and Rifampin, while XDR-TB are MDR-TB strains that are also resistant to any fluoroquinolone and one or more of 3 injectable drugs. With this new resistance, there emerges a great need to find new drugs that are as effective, yet bypass the problem of resistance. One method of research is to find new vulnerabilities of tuberculosis to use as new target sites of drugs. This method is highly expensive (Scheffler, Colmer, Tynan, Demain, & Gullo, 2013), and requires intense and lengthy research just to implicate the new target site. An alternative is to develop new drugs that work on the same already known target as the first-line drugs, but by a different mechanism, thereby bypassing the resistance of the TB to the drug.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
The need to aggress is depicted by quite a few aspects of this ad. First of all, the strong lettering at the tops of both pages of this advertisement depict a sort of cynicism toward mainstream thinking – a sort of “go against the flow” mentality.
The ad product I am going to talk about is for Nike in the snow season, the famous athletic clothes sport brand. It’s obvious that Nike had been one of the most famous sport clothes brand all over the world and that’s because of many reasons such as, their cloth quality, the variety of clothes styles and the attractive colors and phrases they use on the T-shirts. And Nike of course consider as one of the oldest sport cloth brands it was founded in January 25, 1964. They reached the highest sales earnings in 2012 which was almost (2.223 billion US$) and that wasn’t strange for a huge successful clothes company like Nike.
"The 10 Best Songs Produced By Kanye West." Rap Dose RSS. N.p., n.d. Web. 02 Apr. 2014.
Jazz has been a style of music for about a century. It is one of the only types of music that has changed with the times. It has created so many subgenres with itself, like Funk Rock, Swing, Bebop and many others. Many schools even have a Jazz band for the students. That is just one-way how Jazz music effects music today. There are also many other ways that Jazz has affected music today, like without it, African-Americans would not have the same rights as whites, because Jazz was one of the things that helped with the Harlem Renaissance, and the Harlem Renaissance is what started the pathway to civil rights for African-Americans. With so many different styles and artists, Jazz has survived to today, since the early twentieth century, and has become a popular style of music.
The bold eye-catching copy that pops out gives the athletic reader the immediate energy to get fit. This ad shows its dominance by occupying two full pages. Covering the entire side of the right page, the words "MAKE YOURSELF FIT" are capitalized in a white font that pops out on the dark city street background. The copy is presented in this way to show the female reader that she is the only one who can make herself fit. The word fit is in a sketchy, italic, white font, that is underlined to show importance. "Fit" is presented in a way that looks as if it is moving forward, showing dominance in a healthy lifestyle. The bold copy talks directly to the audience. "MAKE YOURSELF FIT" shows the audience that they are in control, and the smaller worded message in the lower corner suggests a Nike shoe that makes the wearers stand out. In smaller print at the bottom right corner of the ad, the worded message excites the female reader. "GET FIT" is in a bigger, bolder white font than the rest of the following statement, that matches "MAKE YOURSELF FIT." Next, pops out, "NIKE FREE XT." It is in a hot pink font with varying styles. "NIKE" is in a...
Tuberculosis is an infection caused by Mycobacterium Tuberculosis, an acid-fast Gram-positive bacillus, and “is characterized by progressive necrosis of the lung tissue” (Tamaro & Lewis, 2005). Tuberculosis is caused by many debilitating conditions like immunosuppression and chronic lung disease, among others. Nevertheless, human immunodeficiency virus (HIV), the virus that causes acquired immune deficiency syndrome (AIDS), remains the leading cause of tuberculosis worldwide. Tuberculosis can present in one of two types: active tuberculosis and latent tuberculosis. Prompt treatment prevents latent tuberculosis from evolving into active tuberculosis. (“Basic TB Facts,” 2012).
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Welcome to the automotive world, the last holdout in the battle against political correctness. This is one of the few places left where one can make a statement about women and men and not be assaulted with court cases or be accused of being a bigot. In the automotive media, it is still acceptable to represent men in business suits driving luxury vehicles, and to show mothers driving their kids in a minivan. There is one simple reason that the automotive media has remained unadulterated by political correctness—money. As a private industry, both car manufacturers and aftermarket companies have one goal, to sell cars and car related products, and to make money while doing so. As such, these companies use marketing techniques that will most effective reach their target market, which is the true populace, not the world envisioned by political correctness(hereafter to be referred to as PC). For this reason, the marketing techniques used by the automotive industry give us a more realistic view of society and how men and women view themselves.