Archive for Cultural Force
Censorship or a Higher Calling? Media Outlets and Political Ads
Posted by: | CommentsI love my favorite radio station, KLTY 94.9, because of the positive music and the positive messages. It touts itself as “Safe for the Whole Family” and it is… Then why my beef? Negative political ads are infringing on my time with God. 
On my drive to work this morning, I was confronted with all of the terrible thingsSenator Kay Bailey Hutchison has done in Washington. Was it investigative reporting? No, an ad by the campaign to re-elect our current Texas governor Rick Perry.
On a station that promotes such positivity in all aspects of the way it conducts business, does it have a policy about negative political ads? Does the parent company Salem Communications? Wouldn’t the world be a better place if media outlets could refuse such ads and force the politicians to promote their own positive agendas instead of just focusing on the negative aspects of their rivals. Is this censorship or a higher calling?
Gov Perry and Sen. Hutichison…Please focus on what YOU can do for Texas as you have in other positive ads!
Obama, NFL players encourage kids to exercise for 60 min every day
Posted by: | Commentshttp://www.youtube.com/watch?v=tXsoDx9s0j0&feature=player_embedded
There is a series of great NFL commercials running on TV advocating for more active children. I think that this is a great initiative given the rising problem of obesity among young children and the common concern that children spend too much time at home infront of the TV and the computer. This is a great example of how advertising is good for society. I especially like President Obama’s involvement in the campaign as a role model to many Americans.
The campaign advocates not only active and exercising children, but it also encourages personal relationships among children. If kids spend too much time online while their parents are at work, their only friends will be the virtual ones and the ones on the online games. However, such kids are missing the personal touch and emotions they can have if they are playing outside with other kids.
This is a great example of a cause marketing campaign which proves one more time that advertising, if used right, is good for society. By recognizing the current problem in society of children obesity and addressing it in the campaign through providing a solution to it - exercising at least 60 min a day in a fun way (by playing with peers), advertisers can change behavior in a way beneficial to society. Here is when the persuasive character of advertising comes into play. Furthermore, by using of influential figures such as Obama and NFL players, the advertisers not only facilitate higher attention among consumers, but I also believe that consumers will elaborate on the message in the ad and hopefully change their behavior in the long run.
“Today’s the Day” at JCPenney
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This is an example of using advertising as an effective sales tool while not being too in your face. JCPenney shows their wide range of products without reverting to the cliche “car salesman” technique.
The simple concept of having an item for every room in your house is combined with promoting family values and reminding consumers to stop and appreciate the little things in life. The simplicity of the spot is beautiful and the lack of a voiceover is a welcome change from the usual commercial.
It also uses vignettes from everyday life that the target market can relate to and see themselves in. Using this technique of self-referencing creates an affective involvement with the consumer and helps them to remember the brand.
The virtuous aspect of this ad comes into play with the potential impact it could have on society and family “norms.” This is a great example of how advertising can “mold” society in a positive way. By promoting family togetherness and a general sense of love, this commercial projects a slice of reality that should be more celebrated.
Since it’s the holiday season, maybe this spot will convince you to consider JCPenney’s for your holiday needs. And don’t forget, “Today’s the day” to start living your life, because “Everyday matters.”
Go World
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Many of you may remember this Visa commercial that aired in the United States during the 2008 Summer Olympics in Beijing. It was a part of a campaign to support the 2008 Olympics through television, radio, print, and more. From May through the end of the Olympic games in 2008 Visa was given exclusivity in their category for advertising and sponsorship of the Olympics on NBC.
What is striking about this ad is that it not only appeals to Americans to unite in support of the United States athlete representatives, but it also reminds people that everyone on the planet comes together to celebrate these events and there is more reason to celebrate our similarities than our differences. It uses this point of view to show how diverse the world and American culture is. The television spots show a variety of American athletes as well as memorable athletes from years past from different countries.
Several Americans watched the Summer Olympics at some point in 2008, so Visa had the ability and opportunity to reach a wide variety of Olympic consumers who would find the ads relevant and moving. Visa uses several different tactics to appeal to consumers through these ads. They use the appeal of aesthetics and pleasant pictures throughout the commercial by portraying significant moments in a sepia hue. They also use emotional appeals through these memorable events in Olympic history. In television spots other than this one, Visa invokes nostalgia and memory retrieval through images of past Olympians.
This kind of support and sponsorship of world athletes during arguably the most significant athletic moments of their lives, shows consumers that Visa cares for America and the world. It builds Visa’s credibility, brand image, and company reputation through these messages, placing the brand in a favorable light in consumers’ eyes. These uplifting emotional messages serve to benefit not only the Visa brand and its marketers, but also consumers and athletes in the process.
MTV Switch
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I want to start with the little known fact that I’m not a MTV fan. I haven’t turned on MTV since I was probably 16. But I came across this commercial which then brought me to the MTV switch website. I was blown away by the concept that a company that is generally known for is crazy tv shows, crude humor and much more was trying to educate their audience on what it means to “go green.” Now, obviously the “go green” theme is a little over used, but MTV has shown their audience what problem is out there and allowed the opportunity for the consumers to elaborate on this process and find solutions.
They also have a blog that allows readers to “GET INVOLVED – and find out what YOU can do to help the environment and STAY INFORMED – on the latest trends and fashions that are keeping the Earth clean and keeping you classy”
With their use of great music and visual aspects in their videos and site, it really engages the audience which leads to an interest to seek more information. I applaud MTVs efforts to reach out to the “unclean.” What other audiences could be reached by the media they watch?
Is there another organization that could help responsibly promote how to live e-friendly?
Responsibility…that’s their policy.
Posted by: | CommentsBack in 2006 Liberty Mutual, an insurance company, decided to define the face of their company and brand with the virtue of Responsibility. Hoping that it would give their brand a positive image as well as attract customers who believed themselves to act in a similar manner. They started this campaign with the release of commercial, with a “pay it forward” kind of message. The commercial became very popular, Liberty Mutual received volumes of emails, phone calls etc praising the positive message the commercial voiced. The commercial can be seen below.
With the release of this commercial Liberty Mutual began a mission to make consumers more responsible human beings, and not just for the sake of buying insurance either. The company developed a website called the Responsibility Project as a way to promote responsibility in our society today. The website contains forums, stories, and blogs about real-life situations and how responsible outcomes can come of them. The website also contains a short-film series that contains real-life situations in which people do, or do not act in a responsible manner.
In Liberty Mutual’s most recent television campaign, which can be explored on the Responsibility Project website, they began releasing commercials focused on the Marlowe Family who LM describes as “A typical American family exploring the tough issues that real people face when trying to do the right thing. “
What I found to be more affective in this campaign as a whole, is a topic we speak about quite often in class, RELEVANCE. A good amount of Americans can relate to the Marlowes, because they are either facing unemployment or other financial hardships. Through the use of the Marlowe Family, Liberty Mutual is making it clear that despite obstacles and setbacks we should always strive to “do the right thing,” because when we do that, we can live in the hope that good things will begin to happen to us. Beyond the Marlowe family, I feel that consumers will be more likely to act in a responsible manner when they can relate to people who they witness acting in a responsible manner, which is made possible through the Responsibility Project website.
Liberty Mutual has developed their entire brand image around relating to their customers through the use of everyday people experiencing everyday occurances. By doing this Liberty Mutal has not only made their comany more responsible, but perhaps consumers in our society as well.
