This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
Firstly, I think it is important to highlight the background of the corporations. Coca Cola is a household brand name that is the world's biggest soft drink company. As well as the flagship drink, forms of merchandise such as posters, clocks, stationery and are a another way that the Coca Cola diversifies to increase profits. Coca Cola sells in virtually every country around the world, and is one of the most recognised brands in history. And then there is Benetton. An Italian Company specialising in the clothing sector of the economy. Only a few years ago they expanded into a merger with American store SEARS, which eventually fell through on the account of protests against the controversial Death Row Campaign by Oliviero Toscani. Toscani's vision of advertising did not include any gimmicks such as soft sell; his prime intent was to produce images that would shock anyone who saw them. His image of 'reality-advertising' caused many of his posters to be banned. The multi-racial theme was one of the big talking points, and the fortunes of Benetton increased drastically.
Brand recognition is important for both companies. Coca Cola uses white text on a red background, with the font being classical and the wording being quite bold. Using red symbolises love and loyalty, something that the corporation obviously wants in order for people to buy the product again and again. Benetton for their logo uses a dark green box, with the words 'THE UNITED COLORS OF BENETTON' in white text inside. This is the logo that is invariably placed in all of Toscani's work. The look of the logo is very modern and fashionable to reflect the style of the clothing they sell. Green also represents 'go', which is not unlike a traffic light that indicates that you respond to signals that the poster is showing. In the handcuff poster, the logo is in the top-right corner, and in terms of narrative flow, would be seen second after seeing the handcuffs and the linked hands. In the coca cola poster, it would be seen first because it is a t the top and in the centre.
Therefore, the job could have been done by either of the genders that applied. For this reason, the defense of the airline company was compromised. This led to the court’s decision that the placement of discriminating conditions such as the maximum height rule and the hiring of attractive female candidates only was a violation of Title VII under the Civil Rights Act of 1964. Indeed, the unlawful and impermissible discrimination exercised by the airline company denied the male applicants the above mentioned privileges and thus was a just cause of action taken by Gregory R.
The Court in the 6th Circuit was to determine if the plaintiff, David Dunlap, had met the burden of proof that his former employer, the Tennessee Valley Authority (TVA), was liable under the Title VII of the Civil Rights Act of 1964 by deliberately discriminating against him under both the disparate impact and disparate treatment analyses.
1) Political – like tobacco companies in the late 20th century, food and beverage companies can
Title VII of Civil Rights Act of 1964 prohibits intentional discrimination on the basis of religion and requires an employer to make reasonable efforts to accommodate religious practices of employees unless doing so would cause undue hardship to employer. Overall the number of EEOC cases with regard to religious discrimination has nearly doubled from 1997 where the reported cases were 1709 annually to 3721 cases in 2012 (US EEOC, 2012). The rise of cases in the US is primarily due to further diversity in the workplace and the employees embracing expressions of faith. Examples of religious discrimination in the workplace are varied from the basis of one’s dress or clothing, refrain from working Sabbath or religious holidays or antagonism between cultural or religious groups leading to harassment. Management strategies need to be identified and discussed with employees in the same manner as other components of employer’s diversity policy. The following is an example of a request for time off work to observe the Sabbath. In EEOC v. Thompson Contracting, Grading, Paving, and Utilities, Inc., No. 11-1897, the EEOC sued the company for failing to accommodate a request to not work Saturdays made by an employee who alleged he followed the Hebrew Israelite faith (Jones and Erickson, 2013). After Mr. Yisrael refused to work three different Saturdays, Thompson terminated his employment. Mr. Yisrael then filed a complaint with the EEOC. The job as a dump truck driver was infrequently called to work Saturdays but did so due to recent weather conditions. The employer would have had to hire substitute drivers for the time frame in order to cover his shift. In so doing, the employer would be incurring additional costs beyond normal ...
Coke continuously out-stands Pepsi, even though they share a very similar taste and colour, however Coke should not be the drink that receives all the love and attention for what it offers. Despite their similar soda colour, the drinks actually contain some different ingredients, which produce a different taste, and affect the body differently. Furthermore, the way the companies markets their drinks makes a huge contribution to how successful their products will become. The major element for success however stems from their impact on society and how the companies utilize their social power to evolve. The two major soda companies are constantly head to head with one another, yet it is what they do that sets them apart.
Overall, when looking at the American Revolution and the actors who played a role in its creation, it is plain to see that religion had an impact and influential stance in the founding of the nation. The heart of dissent was entrenched in the colonies before there was a revolution and the practices of religious tolerance, freedom, democracy, and liberty were found in several organizations and churches. It would only be time until the members of the several churches and organizations would bleed over their spiritual justifications into the realm of politics and nation building. The United States owes a lot of praise to the pilgrims and religious founders of this nation, for without their ideals and changes, this country might not be in existence today.
The Coca-Cola Company - American multinational corporation operates in a nonalcoholic segment of Beverage Industry. The history of the industry goes back to the 17th century, when the first marketed soft drink came to the Western Market.
The aims of this essay are to define five types of analyses in Media Analysis and to apply these analyses the two commercials by comparing them using (the analyses are Semiotic, Feminist, Marxist, Social and Psychoanalytical analyses). To view a clip from Mona Lisa smile and the short film breakfast wine and to apply Stuart Hall’s Audience Reception Theory to them by comparing them also to identify the genre that the films fall into.
The Porter’s model of competitive advantage of nations is based on four key elements including factor endowments, demand conditions, related and supporting industries and firm strategy, structure and rivalry. This makes it suitable in understanding the competition existing in the soft drinks industry in the Asian markets. The factor conditions identify the natural resources, climate, location, and demographics. Coca cola and Pepsi enjoy the growing population in the Asian markets (Yoffie, 2002). A higher population guarantees the two companies adequate revenues. Other factors include communication infrastructure and availability of skilled workers. Most of the Asian countries are embracing new technologies that grow much knowledge of the diverse beverage drinks. Secondly, the demand conditions play a significant role in enhancing competitiveness for the firms. Both Coca cola and Pepsi are an
For more than a century now, two major companies of soft drinks Coca-Cola and PepsiCo have been battling. Both companies have very long history in inventing, advertising, and selling their soft drinks.
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
Prinet, E. (2010). Buyology: Truth and Lies About Why We Buy by Martin Lindstrom. Journal
Advertising in the 50s was primarily focused on the return of traditional family values, and portraying the consumer’s role in society’s prestige. But, during the recession of 1959 to 1961, the time was ripe for some innovation in the advertising industry. Surly enough, a single ad appeared that changed the course of advertising history. The Volkswagen Beetle, a seemingly ugly car with all odds against it in the American market of huge, tail-finned vehicles of the 1950s, surprisingly prospered. The advertisement campaign broke all previous rules of using wide-angle photography, and beautiful women. These advertisements stole the American hearts with their wit and honesty.
Cola Wars Environmental Analysis 1. Introduction External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development. 2. What is the difference between a.. External environmental analysis a. Macrolevel environment (PESTEL analysis) i. Political New federal nutrition guidelines identified CSD as the largest source of obesity-causing sugars in the American diet.
As we all know, colonist explored and came to America with the hope for a new beginning. Among their many goals perhaps their search for religious freedom was the most influential and morally sound reason to come to this new land. On account of England pulling away from the Roman Catholic Church and creating their own religion, The Church of England was established in the 1500s. As this new church started, many did not accept it including the Puritans and Pilgrims who fled to America because they were being persecuted. For a time, Massachusetts Bay Colony was a religious haven. However, after time intolerance and discrimination occurred which caused Roger Williams, a political and re...