A Look at Colgate Advertising Strategies Over the Years
"To be, or not to be?" This is the question that plagues companies every year. The business is one of survival- survival of the fittest. Companies around the world are constantly scattering about, developing new weapons in nuclear advertisement. Having looked back at old strategies, it is interesting to see the strategies that worked have lasted over time. Since the April 5, 1937 edition of LIFE magazine, Colgate's advertisements have evolved to appeal to different audiences as seen in another ad in the January 1985 edition of LIFE. Though targeting different audiences over the past fifty years, Colgate has kept many of their original advertising strategies, but has changed their approach by introducing children as subject matter, leading parents to respond to the ad with their children in mind.
A sort of sex appeal is visible in the 1950's commercial, mainly focusing on the fun that a man and a women can have if they both were to have nice breath. The Colgate advertisement in the fifties is focused towards an adult audience who are single and looking for ways of attracting the opposite sex. All the characters are portrayed as clean, single people. Ray, the man in the ad, seems to be a business man, though not the type to be swimming in money. Colgate wanted every man to be able to identify with Ray, and so placed him in what would probably have been the largest economic group. Not only would this allow the men in the audience to identify with the situation, but it would also attract the middle class and make it easier for them to relate and become involved with the ad as well.
In the Colgate advertisement of the eighties, a question could be raised in contrast to...
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...e the viewer is an average American, the ad forces the reader into a group- such as you are a mom, or one of those that love the taste- which gives reason for the viewer to by the product.
Ultimately, Colgate has always tried to make their advertisements in a way that stops the reader from flipping the page by capturing his interest. Strategies used by Colgate in the fifties can be seen in the ad of the eighties, though the subject matter has changed and some of the strategies have become extinct. This subject matter, which includes the children from the eighties, became a very important factor in appealing to the audience. Likewise, the subject matter from the fifties, including the sex appeal, was probably very effective in that day. Because times have changed, neither of the ads would have fit in the others time, and would likewise probably not work in 1997.
progresses, we begin to perceive how ads for Nike, Calvin Klein, Oil of Olay, and Suzuki are selling more
Other commercials, according to Solomon, thrive on fitting in. The Chevrolet commercials have a slogan that makes one feel to be American, one must by American. Chevrolet's slogan is 'The Heartbeat of America.'; Car commercials also have targeted markets also. For a truck commercial, they will show a truck getting all dirty and going through an obstacle. This is targeted towards men because most men find these things appealing. For a luxury car commercial the mood or the commercial is nice and pleasant, the car is on a country road (representing one driving to there country home). These cars were once targeted towards upper class people, but now they are targeted towards everyone according to Solomon. A commercial strives on the ever so enduring drive for Americans to have better things and climb up the social status ladder. Marketers know this, so they place normal, average, everyday looking people in their commercials to let middle class people know that they can have the car, too.
Sinus tachycardia can be caused by different factors within the body including stimulation of the sympathetic nervous system or a blocked parasympathetic system. The autonomic nervous system which controls the heart originates in the medulla oblongata. The vagus nerve is part of the parasympathetic nervous symptoms and slows the heart down. When this block of the stimulation of the nerve occurs the heart cannot slow down (Jevon, 2010). The sinoatrial or (SA) node in the heart seats the pace. With sinus tachycardia the signals are fired rapidly to the atria which in tu...
Human immunodeficiency virus infection / acquired immunodeficiency syndrome (HIV/AIDS) is a disease of the human immune system transmitted between people by the mixing of bodily fluids. It is an extremely deadly disease that has killed over thirty-six mi...
new advancements such as microchip implant for humans and animals can be very controversial. At first, the implants may seem to have benefits but in the long run they will actually cause more trouble than they are worth. These potential "troublemakers" are about the size of an elongated grain of rice and are injected in the skin under the arm or hand (Feder, Zeller 15). The chip is not powered by battery and there is nothing that can possibly leak out into the body (Posada-Swafford 8). An early form of this technology was used to monitor salmon and has been used for other wildlife research (Verhovek 5). The idea of the chips was started from the September 11 tragedy when the firefighters going into the Twin Towers were "IDing" themselves by writing information on their arm about their blood type, health conditions, and their identity with a permanent marker (Bentley 10). The VeriChip Corporation, which is owned by Applied Digital Solutions, saw this as an opportunity to market their product. As a result of their marketing ploys, Applied Digital claims that so far there have been about 1,000 human recipients of the chip.
The commercials were mainly directed at men. Every single advert glorified masculinity, except one, where a man’s “sensitivity” being referenced as a reason his partner chose to have a relationship with him. This advert depicts a woman at a car dealership, describing her dream car as a “perfect.” Seconds later an attractive man comes to the desk holding a pup...
Acquired immune deficiency syndrome (AIDS) is a syndrome caused by the human immunodeficiency virus, characterized by a depressed immune system and the presence of one or more opportunistic diseases. AIDS is the final stage of HIV. You cannot be born with AIDS; AIDS is a disease that must be gained. When HIV is turned into AIDS, the immune system has been increasingly damaged by the virus which puts the immune system at risk for opportunistic infections. When you have AIDS, you are still HIV positive. So if one was to engage in coitus with a person with AIDS, the HIV infection can still be transmitted (Greenberg, Bruess, and Conklin, 2011). “On average, the survival time for African-Americans with AIDS is lower than for other racial or ethnic groups.” (Johnson, K. MD, 2012)
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Sex in advertising has been around for many years now. Ever since the Maidenform fantasy over twenty years ago. Here is a great example of sex in advertising. It showed women in their Maidenform bras and had different schemes to each one. Maidenform were showing that if they wore this bra and look sexy they could be successful in their jobs and get out of the house. Basically these ads made women feel sexy, and more confident about their bodies. Quit being just a housewife, which many of them were back then. It was now ?The Maidenform Women. You never know where she?ll turn up? (Moog 109). The Maidenform bra ads symbolized the exciting but frustrating longings of the past (Moog 109). Of course this brought some controversy, but when you are dealing with sex appeal in your ads it?s kind of an automatic. That was then, what about now?
Previously, HIV was considered a disease associated with young persons. However, in present day, it is recognized as the disease that affects people of all ages. The risk factors of HIV are same for the younger as well as the older population.
The placement of implantable chips into patients for the purpose of accurately identifying patients and properly storing their medical history records has become a subject of a strong debate. Making sure patients are properly identified before a procedure and storing their health history records for future use has been difficult, if not impossible. The idea of being able to retrieve accurate patient’s medical history for a follow up care without relying on patient’s memory is a challenging task for many healthcare organizations. Many ideas and technologies have been introduced over the years to help solve this problem, but unfortunately the problem is still not fully resolved. There are still many errors in the healthcare due in part by improper record keeping and inaccurate patient identification. One idea that has being in discussion to eliminate these problems for good, is the introduction of a chip or radio frequency identification (RFID) technology implanted into human for the purpose storing medical data and accurately identify patients. VeriChip Corporation is currently the maker of this implantable RFID chip. They are the only corporation cleared by the U.S. Food and Drug Administration (FDA) to make this implantable radio frequency transponder system for humans for the purpose of identifying patients and storing their health history information. The chip was first developed for the use of radar systems by Scottish physicist, Sir Robert Alexander Watson-Watt in 1935 just before World War II. (Roberti, 2007). This technology helps identify approaching planes of the enemy from mile away. Today, RFID has several uses. It is used for animal tracking. It is attached to merchandise in stores to prevent theft. It can be instal...
Colgate is a high ranked oral hygiene company that produces toothpastes, mouthwashes, toothbrushes and dental floss that was founded in 1807 by William Colgate in New York City. In 1820, Colgate built their first starch factory in New Jersey. Years later, in 1857, the founder William Colgate death resulted in the company being passed down to his son Samuel Colgate. In 1864, Colgate collaborated with B.J. Johnson who founded the Palmolive Company. The Colgate-Palmolive Company began having much success in the late 1800’s with all of their new products such as hand soaps and the many different appearances of toothpaste from glass jars to collapsible tubes. In 1900, Colgate won top honors in Paris at the World’s Fair for their soaps and perfumes. Colgate was very successful internationally that they came established in Europe, Canada, Asia, Latin America, and Africa. After so many accomplishments internationally and locally, “Colgate-Palmolive Company” was officially the company’s name in 1953. By the late 1900’s, Colgate sold over 1.6 million toothbrushes annually and was serving over 56 countries and hits the $5 billion mark in sales. The company began initiating an Oral Care program after collaborating up Kolynos in Latin America. The oral care program, which is called Bright Smiles, Bright Futures that is established to 50 countries and serves over 50 million children a year. Today, the CEO of Colgate is Ian M. Cook & Colgate’s focuses are Oral Care, Personal Care, Pet Nutrition, and Home Care and provides in over 200 countries and have numerous awards including 2013 World’s Most Ethical Companies from Ethisphere Magazine. In my research, based on preliminary information, I will find evidence that will attempt to pro...
Although Colgate is mostly known for their toothpaste, they’ve now came out with a line of toothbrushes. They have a wide range of audience, considering that everyone grows teeth eventually, and they need to be washed. The ad targets everyone, because everyone eats and everyone has to brush their teeth in order to keep their mouth nice and fresh. Considerably everyone has gone, or goes to the dentist at least a few times in their life, where they hear the dentist promote brushing, flossing and mouth washing every night before
In 1981, a new fatal, infectious disease was diagnosed--AIDS (Acquired Immuno-Deficiency Syndrome). It began in major cities, such as New York, Los Angeles, Miami, and San Francisco. People, mostly homosexual men and intravenous drug users, were dying from very rare lung infections or from a cancer known as Kaposi’s sarcoma. They have not seen people getting these diseases in numerous years. Soon, it also affected hemophiliacs, blood recipients, prostitutes and their customers, and babies born from AIDS-infected women. AIDS was soon recognized as a worldwide health emergency, and as a fatal disease with no known cure, that quickly became an epidemic. When high-profile victims began to contract the virus, such as basketball star Magic Johnson, the feeling spread quickly that anyone, not just particular groups of people, could be at risk. AIDS impairs the human body’s immune system and leaves the victim susceptible to various infections. With new research, scientists think that the disease was first contracted through a certain type of green monkey in Africa, then somehow mutated into a virus that a human could get. AIDS is a complicated illness that may involve several phases. It is caused by a virus that can be passed from person to person. This virus is called HIV, or Human Immuno-deficiency Virus. In order for HIV to become full-blown AIDS, your T-cell count (number of a special type of white-blood cells that fight off diseases) has to drop below 200, or you have to get one of the symptoms of an AIDS-induced infection.
Literature is an intricate art form. In order to attempt to understand the meanings and ideas within literary work, there are many forms of criticism that propose different approaches to its interpretation. Each criticism is crucial to the understanding of how individuals interpret literary works. Since each criticism has a different approach to enrich the understanding literary works, the question is raised whether one criticism should be used over others, whether a certain combination of criticisms should be used, or whether all criticisms should be taken into account. This may all be dependent on the reader’s individual preference or opinion, but each criticism presented builds on the others to create a well-rounded and unique understanding