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Literature review on influencer marketing
Literature review on influencer marketing
Literature review on influencer marketing
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On January 22, 1984, Apple Computers released its “1984” commercial during Super Bowl XVIII. In the commercial, a dystopian society, similar to that of George Orwell’s 1984, appears in which men are aimlessly following orders. However, a woman rushes in to disrupt and challenge this conformity that appears in the commercial. The commercial ends with the introduction of the Apple’s Macintosh. In a world dominated by IBM computers, this Apple commercial serves the purpose of introducing a new innovative product, the personal computer. Ultimately, its goal is to persuade viewers to buy the Macintosh. This advertisement targets the general population with a special emphasis of readers of 1984. The commercial is able to effectively employ symbolism, …show more content…
In the advertisement, the men are mindlessly walking around and listening to orders. Viewers see a dystopian society, which is representative of IBM computers. They see the negative effects of the dystopian society (IBM computers) and how people are mindlessly walking around and listening to “Big Brother.” When the viewers of the commercial see this, they get a sense of hopelessness and identity loss. They do not want to simply follow orders every day. It is part of human nature to stand out and be unique. People do not want to know that they are being controlled by others. People like independence and following their own terms. The commercial offers an alternative to this misery and an opportunity to be unique. The woman who runs in to stop this dystopian society is representative of Apple’s Macintosh. Because the viewers do not like to be in despair or be subservient, they are in favor of this Apple Macintosh. This computer cures the despair of IBM computers. Because the viewers see this, they want to go out and buy an Apple Macintosh. They do not want to be stuck in the totalitarian regime of IBM. By appealing to the audience’s emotions to not be stuck in a dystopian society, Apple is able to effectively convince viewers to buy the new Macintosh
Thirty-two years ago Apple released its first commercial during the Super Bowl. The ad contains multiple references, including its title, from George Orwell's dystopian novel “1984”. The idea was conceived by Brent Thomas and Steve Hayden who decided on the brilliant tagline “Why 1984 won’t be like 1984”. The famous Ridley Scott directed the ad while actress, model, singer, and athlete Anya Major played the lead role. Apple’s “1984” has several instances in which one can observe the use of the three appeals: ethos, pathos, and logos. “1984” uses Aristotle’s three appeals to endorse the new Macintosh and put Apple on the market. More specifically, the use of ethos is blatantly obvious in the ad.
Turow wants to bring to light what happens behind the scenes, and why the benefits of technology also come with a cost that many are not aware of. He does this through a hypothetical that involves the lifestyle of a family. They eat fast food, are of lower income, and have issues with weight. Advertisers use this information to direct coupons to fast food restaurants to the family, show ads for used cars, and direct diet pills and gym advertisements to the females of the family (Turow 229). This is an effective illustration and lead in to the bulk of Turow’s essay and argument. Turow argues that while some might see this targeted campaign as beneficial, he goes a step further and extends the hypothetical. In this situation the members of this family talk with other members of society and find they have a different advertisement experience compared to them. This leads to a feeling of comparison, with directed advertisements dictating an individual’s place in society. The strategy behind using a hypothetical situation makes the information not only easier to digest, but it makes the impact feel more personal. This point addresses the sociological and emotional impact that such advertisements can have, and is a logical step from the information that is
Many television commercials choose to feature a contrast between youth and maturity as their subject. An “Oreo Cookie” commercial, for example, features a little girl who is about four years old mimicking her grandfather’s actions in eating a cookie. Another commercial advertises the popular theme park, Six Flags Great Adventure. This commercial, entitled “The Six Flags Dancing Man,” features an elderly man dancing like an enthusiastic child. This relates to Stephen King’s idea in “My Creature from the Black Lagoon,” that adults long for and are often reminded of their childhood. Meanwhile, Rita Dove’s essay, “Loose Ends,” and Marie Winn’s essay, “Television Addiction,” each presents the great influence television has on life, often because of television’s great aspect of reality. Together, these ideas support the reasoning behind an advertisement’s attempt to sell abstract ideas. By using youth and old age in commercials, advertisers can sell nostalgia as a way of making commercials more memorable.
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.
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 Proactiv ad from November 2012 includes a picture of Katy Perry in a brownish background with her hand up to her mouth. Her eyes are greenish and bucked as if she were shocked about something. Her skin looks as smooth as a baby skin. Katy Perry also has a pair of small white pearl in her ears. On her face says “I’m Not Polite I’m Proactiv”. There are three bottles of Proactiv 3 steps solution shown at the bottom right hand corner and a number at the bottom of the photo. Underneath the quote says Katy Perry typed in white. Her photo shoot is from her head to her shoulders. Just enough for viewers to focus on Proactiv product. Her hair is long black and sitting pass her shoulders. Katy Perry is a famous well-known singer. Proactiv is the number one acne system there is. Dr. Kathy Fields and Dr. Katie Rodan are two well-known dermatologists that started the Proactiv solution skin care-line. Proactvi is not a drug it is an over the counter medical care that contains benzoyl peroxide. The promotion effectively uses logos, ethos, and pathos to persuade the onlookers to purchase Proactiv products.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
There’s nothing like that feeling of being uninspired. I’m sure we all have been there before, whether it’s in the studio or the classroom. In the Sprite commercial featuring well-known rapper Drake, the Sprite Company connects with Drake fans by using an emotional connection implying that: if you drink Sprite like Drake, you will be like Drake. This ad has many fallacies a few being: bandwagon, faulty analogy, and testimonial. The Sprite ad is “stacking the deck” in their favor allowing Drake fans to be blinded by the misconceptions of drinking Sprite.
Propaganda in today’s urban world is everywhere, taking on many forms found in magazines, newspapers, smart phone applications, and billboards. It is not bounded to what we may only think as being used as radical, totalitarian persuasion by countries that are very different from our own. Ann McClintock defines propaganda as “a systematic effort to influence people’s opinions, to win them over to a certain view or side.” We certainly saw during World War II, but propaganda is arguably more popular now than ever before, and the companies are skillfully using techniques they know will draw their customers in. L’oreal is a prime example of that. Their slogan, “Because you’re worth it” is well-known across the whole world. The way they advertise
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
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.
Curry and Clarke’s article believe in a strategy called “visual literacy” which develops women and men’s roles in advertisements (1983: 365). Advertisements are considered a part of mass media and communications, which influence an audience and impact society as a whole. Audiences quickly begin to rely on messages sent through advertisements and can create ideologies of women and men. These messages not only are extremely persuasive, but they additionally are effective in product consumption in the media (Curry and Clarke 1983:
Burger King is a well-known fast food restaurant that tends to post ads that most individuals may find eye catching. This ad is definitely one of them. The way that you might interpret this ad depends on what gender you are and what type of perspective you view this ad. If you were to hear about this advertisement you would most likely assume that Burger King’s target audience are men because of the words chosen. Burger King is advertising a new super seven-inch sandwich. This juicy, flame- grilled sandwich is filled with American cheese, crispy onions and a beef patty topped with a “hearty” A.1 steak sauce. The appeal used in this advertisement is absolutely the need for sex. The quote, “ It’ll Blow Your Mind Away” in large bold font just
Product launch not only helps company increase the sale revenue but also expand their customer base by targeting new segments. A successful launch involves the contribution and collaboration of all departments, from R&D, Logistic, Sale, Marketing and so on.
“The average family is bombarded with 1,100 advertisements per day … people only remembered three or four of them”. Fiske’s uses an example of kids singing Razzmatazz a jingle for brand of tights at a woman in a mini skirt. This displayed to the reader that people are not mindless consumers; they modify the commodity for their use. He rejects that the audiences are helpless subjects of unconscious consumerism. In contrast to McDonald’s, Fiske’s quoted “they were using the ads for their own cheeky resistive subculture” he added. He believed that instead of being submissive they twisted the ad into their own take on popular culture (Fiske, 1989, p. 31)