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Advertising and Propaganda Messages in Marketing and Media, 2002.
This paper presents the definitions and concepts surrounding advertising and propaganda.
1,180 words (approx. 4.7 pages), 2 sources, APA, $ 40.95
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Abstract
The following paper discusses the elements of successful communication, effective advertising, and the factors that cause information to cross the line into propaganda.
From the Paper
"Communications strategies are concerned with the planning, implementing and control of persuasive communication with customers or potential customers. The strategies are the plan and the tactics are the action. Advertising is a strategic persuasion consistent with the objectives of the person or entity sponsoring this communication.
Advertising is mass communication that is paid for. It is the most visible element of the marketing mix; it ha the broadest potential reach of all forms of commercial persuasive communication.
Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It performs the same general role of all communications as a whole: it informs, creates awareness, attempts to persuade, and reinforces buying behavior of present customers. It can also play a major role in positioning a company or its product(s)."
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Advertising, 2002.
The following paper examines how different advertising techniques appeal to different consumers, which in turn causes the consumer to buy the product.
1,200 words (approx. 4.8 pages), 3 sources, MLA, $ 41.95
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Abstract
This paper compares the contrasting, yet similar, advertising techniques of two ads, one for Copenhagen smokeless tobacco in Popular Mechanics and the other for Harley-Davidson motorcycles in Sports Illustrated?s annual swimsuit issue. The writer contends that It is up to the ability of the individual, and subject to his susceptibility of media messages, to decide how valid these messages are to him and his own life and self-perception.
From the Paper
"Advertising informs consumers, improves the quality of goods offered, makes entertainment and new programming possible, gives new brands a change and lends to the synergy of a free market to generate economic benefits by encouraging consumer and commercial spending and investment. Advertising is a valuable part of the marketing mix in most free market economies, and especially so in today?s context ..."
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Social Context of Language in Advertising, 2002.
The following paper examines the social context of language in advertising and the way in which companies manipulate the language in adverts to persuade the consumer to buy their products.
1,354 words (approx. 5.4 pages), 4 sources, MLA, $ 45.95
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Abstract
The author discusses the different techniques used in manipulating words in advertising, for example, the use of rhyming, alliteration and metaphors. The writer also gives us some examples of each technique, and looks at what effect the applied technique has on people.
From the Paper
"Language is considered as an effective tool in extending a company"s message to the people, particularly to consumers. Companies with different products to sell use advertisements to provide the consumer product awareness, and this will not be effectively done without the use of language. There are several ways in which companies and advertising firms use the written word to persuade people to buy their product. The first technique is the use of rhymes in product advertisements. Rhyme is defined as the "identity of sound between endings of words or verse-lines" (Duncan, Advertising--- The Features). An example of rhyming is the slogan used by the fast-food chain Burger King: "It ain't the same without the flame". This slogan informs the consumer that Burger King's burgers are not fried, but broiled, assuring the consumers that the fast-food chain give importance not only to the quality of their product, but to the customer's health as well."
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Children and TV Advertisements, 2002.
A behavioral study into children's television viewing habits, with special focus on commercial watching.
1,250 words (approx. 5.0 pages), 6 sources, MLA, $ 42.95
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Abstract
By observing different child subjects, the writer of this paper found that while watching TV, children create their own imaginary world and are totally engrossed in it for a period of time. The writer shows that despite recent surveys showing the hazardous effect television has on children's intelligence and social skills, kids are in fact not totally engrossed with the program. The writer discusses how during the program they also insert several tasks such as inviting friends over. The question is asked why certain children lose interest in television programming during commercials and begin other tasks and whether there are any other factors from the commercial itself that prevent them from watching? The research combines behavior observation and questionnaire method to determine how children really feel and think about commercials and the reasons why they leave them.
From the Paper
"During the program an observer will need to take notes on how the children behave during commercial break. Since children are doing this at their convenient time and feel nothing different with their ordinary task, it is predicted that they also have several other tasks or objects that usually they have around. Some predicted actions might include starting a chat with other family members, poking their partners and having mischief time, tipping a snack, heading to kitchen to find some other things to eat, having their heads in the clouds, falling asleep, being busy with their toys, books, or tapes, or even starting a phone call. In other case I have even found that some students study for exams while watching TV, since it relieved their boredom and anxiety before an exam. The observer will record everything during the experiment and the possible factors that may trigger the kids on doing that."
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Michigan Auto Show: History, 2001.
A look at the Michigan Auto Show as a legend of automobile history in the United States.
1,250 words (approx. 5.0 pages), 5 sources, MLA, $ 42.95
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Abstract
The history of the Michigan Auto Show (now re-named as the North American International Auto Show) dates back to 1899. This paper examines the growth of auto shows across the United States as this idea gain popularity. In first looks at how these became State and Tri-State shows, and points out historical milestones of this event. The economic impact of these shows are also examined.
From the Paper
"In 1899 Metzeger and an associate formed the Tri State Sportsman's and Automobile Association and leased the Light Guard Armory in Detroit to organize a hybrid exhibition of sporting equipment and automobiles. At the first show, the major attractions were big-game trophies from Africa, fishing tackle and assorted sporting equipment, rather than automobiles. Metzeger was the only auto dealer in Detroit at the time and he placed two steam mobiles and two electric cars in the exhibition as an advertising gimmick. (Ibid.) In order to demonstrate the power and speed of his cars, Metzeger ran them on specially developed sets of rollers that were equipped with dials. The Detroit public was fascinated by the demonstration, besides 200 sportsmen who attended the exhibit. The show was a resounding success and took off. It was repeated in the next two years with a dog-show thrown in for added appeal."
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Machiavelli's "The Prince", 2001.
This paper looks at how it seems the tobacco companies took a few notes from Machiavelli's treatise on ruthless leadership, "The Prince".
1,405 words (approx. 5.6 pages), 5 sources, MLA, $ 46.95
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Abstract
This paper is an ethical analysis of "The Prince" using the tobacco companies as an example. The author discusses the most critical, repulsive, and useful points of Machiavelli?s work, and examines the Machiavellian techniques the tobacco companies have employed in their business and reviews the effectiveness of such techniques.
From the Paper
"Niccolo Machiavelli?s The Prince is one of the most controversial yet enduring political manifestos regarding the differing types of military affairs, principalities, and qualities of a great leader. The Prince has been referenced by academics, directors of corporations, and politicians for centuries, as it provides general, historically proven advice for principalities and republics on how to govern and maintain relations with their most important resource and the essential core of their power, i.e., individual citizens."
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Ford Motor Company Campaign for 2002, 2001.
A suggested marketing campaign for Ford Motor Company for 2002 with a new angle and focus.
1,300 words (approx. 5.2 pages), 2 sources, MLA, $ 43.95
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Abstract
In this paper, the writer explores a new marketing strategy for the Ford Motor Company for the year 2002. The writer plans to market the car as the "All American Car" and focus on the family while bringing in angles of family and social values. The catch phrase being "Ford is America" is used and a marketing strategy is presented.
From the Paper
"But there are regions Ford doesn't appear favorably, especially the developing nations of Central Europe, Africa, or Asia. What people want the world 'round in a car is the same: a long-term, reliable vehicle at a low price that's fuel efficient with outstanding safety, and stylish. Americans will own several cars in their lifetime. My target in the domestic promotional campaign is to make those automobiles Fords, whether it's their first car, a new car for an expanding family, or a car in for the retirement years. My campaign proposal is designed to strike various sectors of the public. To accomplish that, I am proposing a product identification campaign, using situations or settings that reflect the US domestic market with individuals who appreciate driving Ford motor vehicles. It has to be an all-encompassing spectrum of the societal fabric of America."
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Advertising the Lever 2000 Bodywash, 2000.
An analysis of what makes good and bad advertising.
847 words (approx. 3.4 pages), 0 sources, $ 30.95
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Abstract
This paper presents a brief opinion paper on the ad process used to market a particular the Lever 2000 bodywash. The paper focuses on the magazine ad, and its psychological aspect.
From the Paper
"The reason that I selected the Lever Bodywash ad is that although it seems to be an average, typical presentment of a personal hygiene product, it contains several unique advertising techniques that I found to be interesting and worthy of note. "
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The Ultimate Smoke Screen, 2000.
A discussion of advertising and the tobacco industry.
2,294 words (approx. 9.2 pages), 8 sources, $ 70.95
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Abstract
This paper examines the statistics on smoking and the tactics that tobacco companies use to advertise their products in order to show how advertisers convince smokers to use their products, despite the obvious risk to their health.
From the Paper
"Advertising is defined as the activity of attracting public attention to a product or business, as by paid announcements in print or on the air. Advertisers make public announcement of their products, especially to proclaim the qualities or advantages of a product or business in order to increase sales. But in order for a product to be effectively advertised, it must have a major selling point in order to appeal to consumers. In the case of tobacco products, there is no obvious benefit to the consumer other than the gratification of their nicotine habit, and the advertisers are not interested in pointing out that their products are potentially addictive. Consequently, tobacco companies downplay the possible health risks associated with smoking and secondhand smoke. In addition, the Federal Trade Commission has prohibited tobacco companies from using television to advertise their products since the 1970s in order to discourage impressionable consumers from beginning the smoking habit. Therefore, the problem is that advertisers for tobacco companies have had to seek ways to present their products to the consumer without having to disclose the health risks that cigarettes pose to their customers and those people in the smokers? environment without violating FTC rules. Some of the ways that they have persuaded consumers to use their products is through icons such as Joe Camel, the sponsorship of sporting events, through Websites that oppose the findings of researchers, and through direct mail advertising campaigns that rally smokers through an appeal to their rights and freedoms. "
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Advertising and Consumerism, 2000.
Discussion about how advertisers target and take advantage of consumers.
2,353 words (approx. 9.4 pages), 4 sources, $ 72.95
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Abstract
This paper looks at the way advertisers take advantage of consumers by creating false needs in their market and feeding on those needs. The paper includes an analysis of television and magazine ads, subliminal advertising and advertising ethics.
From the Paper
"Advertising is defined as the action of attracting the public?s attention to a product or business. The methods that have developed over the years to attract consumers? attention have been very sophisticated and, in some cases, unethical. As potential buyers of goods and services, we Americans are constantly bombarded with advertising gimmicks in all print and broadcast mediums to the point where we have become jaded to the sales pitches that surround us. It can be argued that the attempts of retailers and businesses to get our attention and convince us to buy their goods and services are not, in themselves, unethical or dangerous; the unfavorable aspects of advertising result when the advertisers use questionable techniques to influence consumers. "
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The History of Blacks in Advertising, 1997.
An examination of the misrepresentation of African Americans by early advertisers and the progression towards their depiction as positive role models.
5,570 words (approx. 22.3 pages), 13 sources, MLA, $ 135.95
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Abstract
This paper examines the negative and racist stereotyping that African Americans have suffered as a result of advertising policies and practices. The writer discusses the literature and the research on this topic and summarizes some of the most important findings. Some significant and revealing statistics are presented as well. The writer also explains briefly how advertising works and its interdependent relationship with mass media. In addition, the writer examines how the featuring of blacks has changed from their first large scale appearance in mainstream advertising in the 1870s to the present day. In some cases, as in the portrayal of Aunt Jemima, the change has been minimal. In response to the fight from the civil rights movement in the 1960s, some large corporations began to target black consumers, and the growth in the 80s of a black middle-class further spurred marketers to an accurate, positive presentation of blacks. However, the writer explains that stereotyping is still present in advertising, albeit on a more subtle and subliminal level. The writer notes that the psychology of advertising does not leave anything to chance and that it caters to what are believed to be the perceptions of the viewer. Examples are given of advertisements that feed into the negative perceptions and the desire of the majority culture to be superior. The writer concludes that other minority groups, such as Asian Americans and Italians, are also depicted with negative images in advertising and that this kind of misrepresentation is becoming less and less tolerable in today's society. This paper includes a table about ads with black models.
From the Paper
"From the history, it is evident that ethnic images become stereotypes when they ignore the humanity of a person by depicting them as having certain traits. When a group is seen as stupid, ugly, violent or comical and never portrayed as successful, skillful, intelligent or beautiful, stereotyping is present. Both positive and negative stereotypes can foster aggression, superiority or hatred. Blacks started to scrutinize the images that were printed simply because if others viewed them like that, they would too. Blacks began to realize that not all fit the description of the lazy, militant, alcoholic man or the happy, pregnant, servant woman."
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Personal Advertisements, 2007.
Studies the differences of men and women in the attributes they seek in a date by using a content analysis of personal advertisements.
2,805 words (approx. 11.2 pages), 4 sources, APA, $ 83.95
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Abstract
This research paper replicates a content analysis of personal advertisements by homosexual and heterosexual men and women that was done by M.H. Gonzales and S.A. Meyers (1993). The paper compares and contrasts the characteristics offered and requested by homosexual and heterosexual men and women in ads in 2007. Although the specific advertisements are not listed, the author includes the data coding sheets for characteristics offered and sought as written in the the "Vancouver Province" and the "Georgia Straight" newspapers. The paper reports that, overall, women are portrayed as beautiful. When people are looking for a date, they want one that is fun, easy to talk to, humorous and attractive.
Table of Contents:
Data Coding Sheet: Characteristics Offered
Data Coding Sheet: Characteristics Sought
Other Studies
From the Paper
"I have created two tables (adding a few categories: race, age, marital status, price and hair color) and will compare and contrast the characteristics offered and requested by homosexual and heterosexual men and women in ads in 2007 (14 years later!). I confess that this is not my idea of a great way to spend a day. Most happily married mothers read other things! My husband maintains that men don't place ads because women don't look in the paper for guys (I never did!). He says that women on the other hand do because men look at newspaper ads.'
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