In the last twenty years a major evolution of marketing has occurred in relation to charity organizations. As businesses choose to utilize cause-related marketing as a profit strategy, a succession of consequences has occurred, calling for examination and discussion, specifically when dealing with breast cancer, which is popularly associated with the symbol of the pink ribbon. Breast cancer organizations and discussions about breast cancer have seen a major shift from the scientific aspect of finding the cure towards the business side of turning a profit. Consumers must be made aware of the significance of this shift in order to form a judgment and react towards the dangers of the movement. Looking across the sea of aisles in the marketplace, the color pink has become more than just another color. It has transcended its former position, becoming itself a symbol; a moral schema. No longer does the selling of pink Nike socks or pink Yoplait Yogurt cans depend on the month of October considered Breast Cancer Awareness Month. The color pink has become an advertiser’s dream, as the false idea of contributions being made through the purchasing of pink ribbon products towards the cure continues to grow exponentially, creating a perfect opportunity for companies to partner with breast cancer charities. Today, the lack of restriction on the use of the pink ribbon in the United States has caused its transformation from a symbol of awareness and support to a lucrative symbol. The final transformation of the ribbons cure-oriented intentions to its exploitation for profit exemplifies itself through the unfair appearance of contributions, the permutation of unrealistic proximity to the cure, as well as “pinkwashing”. Pinkwashing, explaine... ... middle of paper ... ...y 2014. . 7. "Breast Cancer Action's "Raise a Stink!" Campaign Demands a Halt to Pinkwashing." Obesity, Fitness & Wellness Week 15 Oct. 2011: 54.Academic OneFile. Web. 5 May 2014. . 8. Bui, Huyen. "A Peek Behind the Pink Curtain." UWIRE Text 23 Oct. 2013: 1. Infotrac Newsstand. Web. 5 May 2014. . 9. Davis, Mike, Dave Stanton, and William Higgins. "America's worst charities." Tampa Bay Times and Center for Investigative Reporting. http://www.tampabay.com/americas-worst-charities/ (accessed May 6, 2014).
Susan G Komen for the Cure is a very well know charity that raises funds for breast cancer. They host walks, sell merchandise, educate, and sponsor events. Every year they raise millions of dollars for research and to support those who have breast cancer. The charity originated in 1982 when Nancy G Brinker started it in honor of her sister Susan. Susan Passed away from breast cancer in 1980 and the charity was a part of Nancy’s promise to Susan that she would put a stop to breast cancer. For a long time Susan G Komen for the Cure has been considered one of the best cancer related charities there is, but lately it has come under fire.
A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.
Lynn Peril writes a fascinating study of pink color and its historical connection to ideas and beliefs of femininity. Peril translates and defines Pink Think as collection of specific ideas, beliefs, and approaches of how and when is feminine behavior considered as proper. Throughout her book, Peril is pointing out various fundamental approaches and attitudes that are considered to be crucial for women achievements and accomplishments. Peril's Pink Think also advocates how greatest concern of femininity is related to women physical appearance (fashion and beauty) and their marriage (motherhood and housekeeper). Furthermore, Peril is demonstrating an evolution of femininity, and constant and intense impact of its norms and rules on women lives.
Lerner, Barron H. The Breast Cancer Wars: Hope, Fear, and the Pursuit of a Cure in Twentieth-century America. New York: Oxford UP, 2001.
Retrieved April 4, 2014, from http://eds.b.ebscohost.com.proxy-library.ashford.edu/eds/pdfviewer/pdfviewer? sid=3117d496-29ac-4318-82c9-1dfeeac7cc64%40sessionmgr113&vid=12&hid=109 Hundley, K. (2013, June 13). Above the law: America's worst charities. CNN. Retrieved April 5, 2014, from http://www.cnn.com/2013/06/13/us/worst-charities/ Independent Auditors Report. (2012).
The article is targeted mainly towards women, and has successfully reached its audience. The ad shows a page full of pink flowers. Sitting in this bed of flowers is a container of Yoplait yogurt with its pink lid sitting next to it. It is advertising the pink foil lid, which is what is used for the donations. Breast cancer affects millions of women worldwide. Holding up such a great cause, Yoplait is gaining the respec...
Kilbourne, Jean. “‘Two Ways a Woman Can Get Hurt’: Advertising and Violence.” From Inquiry to Academic Writing: A Text and Reader. 2nd ed. Eds. Stuart Green and April Lidinsky. Boston: Bedford/ St. Martin’s, 2012. 459-480. Print.
As of today, there are many programs and efforts being made that have either already decreased the gap or are attempting to bring change to the problem of increased deaths of African American women from breast cancer. One example is a study that was done in Massachusetts that gave low-income African American women aged 50-70 resources and education for six years, and it was “concluded that the Massachusetts program appeared to mitigate the disadvantages of living in high-poverty neighborhoods” for the incidence of breast cancer in that specific area (Cunningham 595). This study shows that these women need help that has not been previously provided to them in order to reduce the disparity. In this regard, the role of affordable health care needs to be available in order to decrease this problem. The same study showed that “among women without health insurance, disproportionately large numbers are [older African Americans], providing an explanation for high rates of advanced stage cancers at presentation among [African American] women in general” (Cunningham 594). If women are to be able to access affordable screenings, affordable health care must also be provided. Once again, this brings in the role of government in the lives of African American women. Federally qualified health centers offer preventative health care and screenings for a reduced or free cost to women of low socio-economic status, many of which happened to be African American women at a particular clinic, and it was found that the incidence of breast cancer in that community was reduced from the rates that were established previously (Adams 640). Therefore, if low-income women are to be able to access quality health care, then there must be more federally qualified ...
Later on in the century, Second Wave Feminism in the 1950s and 1980s, combatted against the strictly women’s duty of having to perform the “housekeeping, cooking, sex and fulltime care for [the couples] children” (Hamilton pg. 41) in exchange for their husbands to share their salaries with them. Although, Second Wave Feminism is still ongoing today, Third Wave feminism emerged during the 1990s and dealt with the empowerment which “is not simply conferred on an individuals but something that can be shared with everyone” (Bromley pg. 49). This is defined by the Oxford English Dictionary as “the fact or action of acquiring more control over one 's life or circumstances through increased civil rights, independence, self-esteem, etc” (Oxford English Dictionary) of women. The program speaks to the belief that women deserve to feel good about their appearance as they go through something as challenging as cancer. As a result, the program of ‘Look Good Feel Better’ is a practice of empowerment because the goal of the program is created due to the idea that “if a woman with cancer can be helped to look good, [the] chances are she’ll feel better, her spirits will be lifted and [she will] be [able] to face her illness with greater confidence” (Look Good Feel Better p.1). The idea of empowerment that Third Wave Feminism addresses is perpetuated through the ‘Look Good Feel Better’
Worship in Pink is an educational outreach program founded by the Susan G. Komen Breast Cancer Foundation of Greater Atlanta that provides breast health programs for faith-based organizations throughout the month of October (Susan G. Komen Greater Atlanta, 2017). Programs like this are created to improve breast health education in the community, which can help save many lives from breast cancer (Asuquo & Olajide, 2015). Worship in Pink provides religious program "toolkits" that incorporate breast health education, as well as breast health information wallet cards for members of the congregations, to any faith-based organizations interested in participating (Susan G. Komen Greater Atlanta, 2017).
Our 16th Annual ARTrageous Affair was held on Saturday, October 14 at the Holiday Inn Rochester Downtown. It was another sold out event, with 490 registered guests and more than 50 volunteers who mingled amid the pink balloons, extraordinary artwork, themed gift baskets, pink bubbly and colorful table centerpieces donated by Kittelberger Florist. All were there with one purpose: to support our efforts to “Redefine Pink.”
Thus, you should donate money and support this foundation because it is one of the top-rated charities in the United States. In any case, this foundation does great things to help people with breast cancer. Contributions to NBCF can help by using the money to provide the mammograms and other programs included in this organization. Financial offerings can help women detect breast cancer and have it treated early. Breast cancer has no cure, but NBCF can allow people to have a chance at life. It would truly help many people if you educated yourself, your friends and your family. Knowledge can mean everything in cancer diagnosis. Given these points, everyone should take action with this disease. Janelle Hail is now living her life as a cancer survivor and giving the gift of life through NBCF to all those who deserve to come out on
The way the cancer awareness advertisement appeared to the public first was one of the major causes of the negative reactions from the public. The series of images were located on bus terminals and telephone booths in large cities including New Orleans, Seattle, New York, and Chicago, and all they read was “(stereotype) deserves to die.” The posters had no mention of what the campaign was for other than an address to the companies website. Later, “the killer” was revealed on the advertiser’s website, NoOneDeservesToDie.org. These posters confused and upset many people living in the areas and caught the attention of new...
In today’s society, the pink ribbon has become one of the most widely recognized symbols of breast cancer research. “It can symbolize strength, hope, responsibility, empathy, and permission to discuss breast cancer,” (Harvey, 1) but that’s not all the pink ribbon campaign does. The pink ribbon is one of the most widely-used tools of cause-related marketing, with pink items available of almost anything. As such in addition to the tenfold increase in awareness surrounding breast cancer within our society, many major corporations have increased their bottom-lines as a result of the breast cancer industry. In order to truly understand “pink culture” (Sulik, XIV) we must examine the advanced levels of marketing strategies that have worked to develop this campaign and the effects that they not only have on breast cancer research but also the effects they hold on a social and corporate level as well. Therefore, this essay will provide an outline of how the breast cancer research movement utilizes the pink ribbon campaign paired with other promotional devices including cause-related marketing and mass media consolidation to saturate the market with their mandate. In addition to this, this essay will also provide an analysis of both the positive and negative reactions the campaign has garnered within the public eye, and the effects it has had on breast cancer awareness and research as a whole.
Breast cancer is a malignant tumor that starts in the cells of the breast. A malignant tumor is a group of cancer cells that can grow into (invade) surrounding tissues or spread (metastasize) to distant areas of the body. The disease occurs almost entirely in women, but men can get it, too (What is Breast Cancer, 2015). The purpose of this evaluation is to introduce the audience to breast cancer; discuss risk factors, symptoms, diagnosis; address the mind- body connection of breast cancer and suggestions for prevention and treatment; and provide an overview of breast cancer in social cognitive theory framework. Lastly, one alternative intervention for breast cancer will be highlighted in accordance with the social cognitive