Reflecting on Past Discussions

Within the course of 11 weeks, we have covered a lot of interesting topics that arise from advertising. It is hard to pick and choose everything but here are a few things that really stayed with  me.

One of the things we spent a lot of time discussing in class is stereotypes among advertising. Stereotypes that included ethnicity and gender. Before this class, I had not paid much attention to the stereotypes in ads. In fact, I thought there were no stereotypes in advertising. As it turns out, they still exist. However, I don't believe stereotypes in advertising is a bad thing. It helps ad agencies reach a broader group and deliver the message effectively. As long as the ad is not clearly offensive, stereotypes are okay.

Furthermore, I believe that technology is changing how advertising reaches people and that is exciting for me, being an advertisement major. Technology is renovating how we communicate and adjusting our lifestyles. For instance, Facebook and Instagram allows users to share statuses, check-ins, and pictures. This opens the door for advertising. Already most companies are creating twitter and Facebook accounts so they can be followed and reached by more consumers. This is a great example of companies adjusting to the internet and their consumers.

The Harley Davidson Case

1. Yes I do believe that brand communities like Harley Davidson result in greater involvement with the brand. The communities that are created as a result of a brand, have only the brand as their starter connection.

2. The elements of the Posse Ride that I think enhance the brand for the riders are the memberships, the passports required, the events/rallies dedicated to only the riders, and the lifestyle they all share in common.

3. I really don't think that Harley Davidson should get more involved in the ride. If it did, I believe that would take away from the experience for the riders. After all, two of the common characteristics riders share is a "rebellious" and "carefree" look on life. If they felt the rallies were being controlled too much by a company, they would most likely not participate anymore.

4. The Posse Ride was a great idea to help Harley Davidson involve itself with consumers as a brand. But besides that, I cannot think of other ways it could involve itself further without taking away from the experience the consumers cherish.

Samsung Galaxy Gear smartwatch and the iPhone 5c....is the Next Big Thing Here?

Consumer behavior is vital to understand as companies. It tells you what and how to meet the needs of consumers, as well as what motivates them to buy a product. Though companies launch numerous successful products throughout the year, there are also other times that companies miss the target.

Alone in 2013, there has been hundreds of new products launched, from beauty products to technology gadgets.

Two of the latest technology gadgets on the market are the Samsung Galaxy Gear smartwatch and the iPhone 5C.

Although the Samsung Galaxy smartwatch recently launched in the market, the reviews have already poured in, and the verdict is mostly bad. Samsung is not the first to launch a smartwatch, but the expectations were high.

There is a list of complains about the new gadget from the consumers and gadget critics. The first one is that the smartwatch can only operate with the Samsung Galaxy Note 3. It cannot perform by itself and it is not compatible with any other smartphone at the time.

Another complain is that the price of $299 does not seem to match the performance of the watch.

Furthermore, the gadget is simply not that innovative. It doesn't do anything that a smartphone can't already do. There's only a few apps it has installed and it must be in sync with the Galaxy Note to work. This is very important to note because this shows that the company missed a huge part of their mission in launching the product: to meet the needs of costumers. This gadget does not meet any needs that a smartphone already doesn't. For this specific reason, many critics are calling the Gear smartwatch an accessory to the Samsung Note 3.

Lastly, the Samsung Galaxy watch has to be charged 1-2 times a day, despite the "25-hour battery-life" expectancy according to Samsung. This makes it very inconvenient for the heavy users, as it also drains the battery of your Samsun Note 3. As I mentioned earlier, Samsung is not the first to come out with a smartwatch. Another company named "Pebble" had launched a smart watch in recent years and that smart watch required only a weekly charge.

It is safe to say that the Samsung Galaxy Gear smart watch is a great example of a failed product based on consumer behavior.

Apple recently launched two new iPhones, instead of one, as it always does. The iPhone 5s and the iPhone 5c are new on the market and the reviews are closely split but with a positive reaction from critics.

For the sake of comparison, I will talk about the iPhone 5c. The marketing big idea of the iPhone 5c is that it is "cheap." "Cheap" in comparison to their other products. If you plan to buy the iPhone 5c, you are looking to spend $549 for a 16GB. On contract however, the price is a bit more handsome, $99 for a 16GB and $199 for a 32GB.

Apple was able to cut down the price by loosing the glass/aluminum body and use polycarbonate. The exterior also comes in a variety of colors. Some people are claiming the change of exterior colors is simply copying the Nokia's Lumina.

Moreover, the frame is thicker than the usual sleek frame iPhones are characterized by.

On other aspects, the iPhone 5c stays similar to the previous iPhones, including the 5s. It has the same key buttons.

The iPhone 5c is an example of a successful product because it has new features that motivate consumers to purchase the product. It is available in a wide range of colors, not just white and black. It is cheaper than most iPhones when they recently enter the market, making it affordable to consumers who would not otherwise decide on an iPhone.

Consumer behavior is essential in directing companies of what new products to launch. Products have to have a reason behind them. What is the purpose for them? Do they help consumers in anyway? Does it solve a problem? Will consumers be motivated to purchase it? If it does not meet any or half of the requirements, most likely, it will be another failed product soon to be forgotten.

Surfrider Foundation

The Surfrider Foundation has one clear mission and that is to make all efforts to help keep oceans clean. It is a non-profit organization that functions on donations from the public.

On their official website "www.surfrider.org", you can see what their mission is, which locations exactly would benefit from your donations, and how exactly your donations would be spent. For example, for every $1 they receive, 87 cents would go directly to the programs and campaigns, 9 cents would go towards the investment of future income, and 4 cents to all operating costs.

The organization is also trying to impact some of the laws that would help protect the oceans from pollution.

Surfrider Foundation has many means of communicating their goals to the communities and most are done so through digital technology. For instance, people can follow the organization more closely via Facebook, Twitter, RSS, and YouTube.

On Facebook, Surfrider uploads photos, statuses, and links that help start a conversation among its followers.

The Surfrider Foundation is one many current environmental organizations that uses digital technologies to communicate their campaigns.

Rose Pedal Cottage Commercial: Right or Wrong?

I found the Rose Pedal Cottage commercial very adhering to the gender roles stereotyped. All the colors in the commercial were bright spring colors that scream out "happy" and "girl." The girl had on a pink sweater and she had blonde hair.

Despite all the gender stereotypes in this commercial, I actually wouldn't change much about it.

The only small adjustments I would make would be to include a few other girls in the commercial to show that it is actually for entertainment purposes and demonstrate they are having fun. With only the small girl to show the toys, it is focused more on how to train your girls at a young age to do chores around the house.

I would also make sure to add a diverse group of girls, to represent the diversity in our country. Furthermore, I would get rid of the song playing in the background because of the lyrics.

I would not, however, go as far as to change all the colors around and add boys in the commercial. The commercial is targeting little girls and that is what sells. Almost all little girls are attracted to bright colors, like pink, and most little girls do not play with boys.

I was a little girl once, and I know that I would've loved to have the products advertised in the commercial. In fact, half of my toys revolved around chores; Examples were: miniature pink broom, pink apron, plastic pink utensils...etc. This never harmed me and it shouldn't harm the generations to come. It is a phase we all go through growing up. It does not shape who we become when we grow up, therefore, I do not see anything wrong with the commercial.

http://www.youtube.com/watch?v=qVgHrV9H-8k

Women's Representation in Advertisement has Changed

There has always been clear differences and unfairness between women and men since the early centuries. That comes as no surprise. Men have always been perceived as superior. They are the leaders. Women are inferior, and thus follow.

Advertisement of earlier years portray just that.

I was not alive in the mid 1900s but I have an understanding that the role of women in society was very different than it is today. But if I want to see exactly how different, all I have to do is search up advertisements of that time.

This ad shows a woman dressed conservative and with an apologetic expression on her face. She has a smoking pan on the background. Her husband has his arm around her, looking down on her with a smile. He doesn't seem concern. His other hand is gesturing towards two beers placed on the kitchen table. The quote on the ad reads "Don't worry darling, you didn't burn the beer!"

This is an example of an ad probably from 1960-1970, where the common role of a woman was to stay home and keep a clean house, prepare meals, and be ready to assist her man whenever he got back from work.

As we discussed in class, this is an image that portrays the woman as a "child." She doesn't know any better. She needs a man to tell her what to do. She is submissive.

I don't believe advertising is at fault at all. In fact, I believe advertising holds a mirror at society and shows us how we really are.

This is a more recent ad for a Guess perfume. Just like every perfume ad I have encountered, it portrays an attractive woman half naked if not posing in a provocative way. The product they are trying to advertise is a perfume. But if the perfume was removed from the ad, I would have no way of knowing what was being sell to me.

Take this other ad from Calvin Klein. The ad has three men and one woman. Two guys have no shirts on and their jeans are unbuttoned. The woman is lying down as two of the men are on her. This is what is being sold to us. If I had no idea what Calvin Klein was, my best guess would be that it was a porn agency. There is no clear message here.

The pattern between all the ads is that women are still shown to have a clear role in advertisement. In the first ad, it was that of a housewife. In the following ads, women are being used as sex icons.

I have to be neutral with my stance on whether advertisement does portray society as it is. I believe it does, to an extend. Unfortunately, we live in a generation where sex sells. So because it does it successfully, some advertisements don't do a good job in truly showing women as they are.

Stereotypes: The Tool of Advertisement

It is very clear that stereotypes emerge in every form in our society, and advertisement is not the exception.

Stereotypes, in the context of advertising, helps advertisers send a message to a broader audience. Therefore, we'd like to think that there is no harm intended behind their edgy stereotypical ads. However, with the freedom to advertise their clients' companies comes great responsibility and at times advertisers do cross that thin but clear border line between right and wrong.

So let's dive in by asking the first question: "Is it ever right to racially stereotype for advertisement purposes?"

As group creative head of Oglivy Delhi said, "There will always be a few who like the work and a few who don't. As long as people, the consumers, are engaged, entertained, and not offended, there's nothing wrong."

I have to agree with this statement. I find that in some countries like America, it is okay to use stereotypes to help advertisement. The U.S. is a country full of diversity and it would be inconsiderate for advertisers to only use "white" people portrayal in their ads. Advertising has to appeal to a broad audience. So it is mandatory to keep in account all the other ethnicities and groups of people that make up this society. If done with good taste and a sensitive approach, stereotypes can be used as a positive tool.

"A lot of comedy is based on stereotypes. Most stand-up comedians use stereotypes as material. It all depends on whether it was a lighthearted attempt or not," chief creative officer of DDB Mudra said about stereotypes in advertising.

I am completely on his side of the topic. People have to learn to accept that there will always be stereotypes among ourselves and there's absolutely nothing wrong with it. We cannot stop it or control it so might as well embrace it. I feel advertising does just that. It embraces stereotypes. Advertising has done a good job in evolving with society. The advertising published in recent years is not racist to the point of offending. However, that opinion remains subjective.

This brings me up to my next question: "Is racism in advertising a thing of the past?"

I cannot speak for everyone but I say, yes, racism in advertising is a thing of the past. Yet, some people have accused recent advertising as racist.

One example is the Dunkin Donuts ad in Thailand that was in hot water for the racy ad that featured a woman darkened up with make-up to appear of a charcoal color.

Another example is the 2013 Super Bowl Coca-Cola ad that was accused of being racist for the use of an Arabian man in the middle of the desert pulling on his camel. This is seen as racist because it portrays an image of the Arabian man that has been played out a little too much according to critics of the ad.

Despite these ads being seen as racist by some people, I don't see the racism. Recent ads compared to ads from earlier decades don't have a drop of racism.

Here's a good example: a 1930's ad

Now this I find completely offensive and discriminative of a huge population of America. Where do I begin? The "N" word is being openly used, the African man is portrayed very dark, and the features they use are unappealing to the eye.

The last question that remains unaddressed is: "Do advertisers have ethical responsibilities?"

My answer is an absolute yes.  Advertisers have a great deal of power and influence. They decide what will be publicized and they must understand the responsibility that comes with their job. They have to spend as much time debating whether their piece of ad will be seeing as offensive to some people, as they do creating the ad. It is true that the work advertisers do cannot be liked by everyone. To repeat Delhi's words, "There will always be a few people who like the work and a few who don't." In my opinion, advertisers shouldn't worry about pleasing all audiences. They should just worry about keeping a mindful perspective when addressing a huge audience.