In my previous chapter, Instagram was discussed as a success because of how it works well effectively in communicating a brand to a consumer. In this chapter I will look at a contrasting social media example and I will discuss how social media can be unsuccessful to brands. Twitter is a social media platform, where users can write a tweet in 140 characters or less, which is essentially an update or status. Consumers can hash tag any word or phrase and if many people are hash tagging the same word or phrase, it becomes a trend. Consumers can also view what other Twitter users or consumers are hash tagging (Twitter, 2015). This social media, like most others, is available through an app “This microblogging application is perhaps the best instrument …show more content…
Not all campaigns have had a good affect on a brand. Communication via social media can sometimes be misrepresented, or not very well thought through and once it is on social media it cannot be removed (Williams, website, 2014). To communicate this, I shall be doing a case study on Victoria’s Secret via Twitter, and how bad publicity has affected the brand. Twitter as a social media platform is also losing it’s following in general, as many are turning to other social media sites. It looks as though Twitter may not be as effective as it once was (Smith, website, …show more content…
Somebody can simply upload an image or reply to a tweet and this can put a brand in jeopardy. The brand Victoria’s Secret, famous for it’s extravagant catwalk shows, is a good example, as it has had its fair share of backlash. Victoria’s Secret is an American lingerie brand, with a huge following on social media; as mentioned, it ranks second on Instagram as the brand with the most followers. It is also a retail brand with one of the largest amount of subscribers on Youtube. (OpenSlate, report, 2014, p.2) The brand has 8.34 million followers on Twitter (Victoria’s Secret, Twitter, 2015) but even big brands can be affected by a social media crisis.
In 2014, Victoria’s Secret launched The Perfect ‘Body’ campaign (see illus. 6), using the hash tag #iamperfect which sparked an outrage amongst many consumers. The brand is well known for having very slim models at the front of their campaigns, so consumers felt as though it was promoting an idealistic body image. “All this does is perpetuate low self-esteem among women who are made to feel that their bodies are inadequate and unattractive because they do not fit into a narrow standard of beauty.” (Winter, online article,
The development and complete integration of the internet into everyday life has changed the modern perception of communication which, as a result, has changed the playing field for public relations practitioners everywhere. Social media opens new doors into the world of communicating and is undeniably useful for “anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization” (Horton, 2011). Through the successful creation of social media campaigns, an organization has the opportunity to create a positive public image, relationship, and lasting online presence that will benef...
Times have changed throughout the generations and the portrayal of women in the media has definitely changed over the years. Unfortunately, there is still a stereotypical appearance and social role in the media that women need to achieve in order to be socially desired. Even though it has improved, there is such a stigma towards being too fat, too skinny, too tall, or too short and the list of imperfections go on and on. Aside from body image, social roles are a big issue in the media today. When you look at any advertisement in the media, you can notice the appearance, gender, and race of the model. The media’s idea of the “perfect” body is having the unflawed and women are typically skewed for this by society.
Furthermore, the brands act autonomously of the community. Most social media platforms are single or narrow-minded ideologies whose long-term outlooks are unclear. Moreover, the source of traffic is unreliable and it can change unexpectedly, which makes it hard for marketers to accurately predict their target audience.
Advertisers use women that are abnormally thin, and even airbrush them to make them appear thinner. These advertisers promote a body image that is completely unrealistic and impossible to achieve (Dohnt & Tiggemann, 2006b). It has been instilled in these advertisers’ minds that a thinner model will sell more (Hargreaves & Tiggemann, 2003). Media has a direc...
A recent campaign made by the company had the general public furious. The ‘#perfectbody’ campaign was launched by Victoria's Secret in 2014 and featured advertisements with the same slim models again claiming to be ‘perfect’. It caused such anger amongst the public that a petition was launched in order for the company to apologize and change the name due to its body-shaming connotations. Francis Black, the woman who began the petition wrote ‘This marketing campaign is harmful. It fails to celebrate the amazing diversity of women’s bodies by choosing to call only one body type 'perfect'.
The most fashionable, sought after magazines in any local store are saturated with beautiful, thin women acting as a sexy ornament on the cover. Commercials on TV feature lean, tall women promoting unlimited things from new clothes to as simple as a toothbrush. The media presents an unrealistic body type for girls to look up to, not images we can relate to in everyday life. When walking around in the city, very few people look like the women in commercials, some thin, but nothing similar to the cat walk model. As often as we see these flawless images float across the TV screen or in magazines, it ...
For decades society has built up a pressure to have an ideal body. Women have performed a multitude of acts, from anorexia to fad diets, to acquire the expected physique among society. However, “the enthrallment with body image, previously imposed mostly on women, is now becoming a common feature in masculine practices and identification processes.” (Parasecoli 188) Both men and women still regard slimness as more important for women, yet men are being subjected, and responding to, social pressures to maintain fit, muscular bodies (Bentley 38) The media uses these pressures to target consumers to buy their products out of guilt of not having a perfect body or the desire to achieve one.
Everyday all over the world young women is skipping a meal, maybe two or even starving themselves the whole day, because of the unattainable ideal body image the beauty industry have created.This is an issue to the world because the because is sending a negative message to women all over the world. This message makes women feel guilty about themselves. “Woman are deemed below the beauty standard and then made to feel guilty so that they purchase beauty products.” (Nicolosi and Sarvani) If this issue is not solved it will increase, and the ideal body image will keep on getting less attainable for the average woman. “It is commonly known that the average model during the 1950s wore a size 8 and the average woman a size 10: today the average model wears a size 2 and in contrast the average woman now wears a size 12” (Childress) These facts show that the beauty industry is sending a wrong message to women about what being healthy...
Victoria’s Secret “I Love my Body” lingerie campaign was being critiqued for this assignment. The reason why this advertisement was chosen is because of its irony. Victoria’s Secret is attempting to promote healthy bodies, and encouraging women to love the skin that they are in, which is contradicting to the image that is portrayed in the campaign. Advertisements intend to have very specific messages (Valenti, 2007). As individuals attempt to decode these messages, women get an idea of what the media believes beauty is, causing multimillion dollar industries due to lack of self esteem (Joey, 2003).
Social media creates a host of communications issues that are not easy to counteract. In the case study, Social Benefits of Social Disaster?-Best Buy; there are two glaring examples of how social media creates issues from its communications. The first of which is the risk to security. In this case, an easy to guess password was used by a hacker to misuse a twitter account. Implications were felt not only by the individual that was hacked, but the company suffered financial losses. Further issues could have occurred if the hacker was interested trying out the password on internal Best Buy systems. As a manager, it is critical to stress to employees the importance of communications that contain sensitive information and how to choose a password that provides the highest level of security. (Robbins, Decenzo, & Coulter, 2013)
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
The advertising involved targets young teenage women and features models that portray desirable items, and the “norm” is for these women to be slender and beautiful (Vonderen & Kinnally, 2012). Research has been done to prove that the media’s pressure on being thin causes women to be depressive and have negative feelings about themselves. Women’s views are skewed and perceived incorrectly of what the typical female body should be (Haas, Pawlow, Pettibone & Segrist, 2012). Body image for women has always been stressed for them to look a certain way and to try to obtain “physical perfection.” But due to the pressure on women to be this certain way, it is common for the mass media to be destructive to the young, impressionable girl.
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
“A study of the top 100 corporations of Fortune Global 500 companies by Burson-Marsteller, a global public relations firm, revealed that 65 percent are building relationships with stakehodlers on Twitter, 54 percent manage Facebook fan pages, 50 percent use YouTube channels, and 33 percent maintain corporate blogs” (Guffey & Lowey, 2015). It isn’t the customer that needs to learn new ways of communicating but the business. When a customer feels important and interaction is occurring, it will help the business. When the business knows how and when to use social media, and how to reach the target market, they will gain opportunities they never knew existed. Lastly, when the business uses social media to promote their specials, everyone wins. The customers win because they are getting a good deal, they are shopping with their favorite stores and they can share the posting with others. The business wins because it is free marketing and they will earn higher profits when they are reaching millions of customers. Social media is one of the newest and greatest form of communicating