Racism And Sexism : The Mountain Dew

Advertisements R Us In her essay, Advertisements R Us, Melissa Rubin talks about the Coca-Cola company’s targeted market based on an advertisement from 1950. Melissa Rubin is an English major at Hofstra University. She proclaims that “they include text and images that reflect and appeal to the ideals, values, and stereotypes held by the consumers they wish to attract.” Rubin points out that the potential audience portrayed in the Coca-Cola ad from August 1950, is mainly caucasian males, blue collar workers, businessmen and servicemen in uniforms.

Picture a long, stressful day where an avalanche of work completely exhausted your energy. The only thing worth looking forward to is coming home to relax while tuning into your favorite television show. In between the show, a commercial comes on to propose an energy drink built to help overcome those prolonged and demanding days at work. Advertisers are known for creating the most influential and effective way to launch their products to the general public. In the article “Men’s Men and Women’s Women”, author Steve Craig suggests that advertisements rely on stereotypes in order to manipulate consumers. Likewise James Twitchell, author of “What We are to Advertisers” strengthens Craig's reasoning by discussing the methods of persuasion that capture their respective audience’s attention to create a good commercial and sell a product. Both authors focus on the different techniques used by the advertising industry. Through their supporting demographic and psychographic evidence, they utilize advertising to show a strong correlation between each other. By using subtitles both authors explain the distinctive stereotypic profiles that are formed just from advertisers constantly examining the target audiences in order to create a connection with the product and the consumer. Twitchell reinforces Craig's position by introducing the different types of profiles advertisers target and be recognizing the effects of the method pathos and logos has

In today’s mass media, it is quiet common for advertisers to assimilate class into their commercials. These advertisements portray a certain level of elegance because of the sophisticated choice to use classical background music and thick European accents. On the contrary, other advertisers take the common-folk approach by structure these commercials around the western concept. Both of these advertising tactics supports an American paradox. As argued in Jack Solomon’s “Master of Desire: The Culture of American Advertising”, the contradiction lies in the desire to strive above the crowd and the quest for social equality.

Oppression thrives in America because a majority of its citizens believes forms of oppression such as racism and sexism are relics of the past. What they do not know is that instead of disappearing, racism and sexism have just become so normalized in the United States to the point where people see them as just parts of everyday life. Institution are the rules and establishments put in place to help regulate peoples’ life on a social and global scale. White, straight men have been creating these institutions since America was first being settled. These customs and administrations were forged in ways meant to keep out those who White man deemed inferior all the while making their racist and sexist views the norms. When a society’s norms are made by people who see racism and sexism as natural, then women and people of color have no chance to prosper. While over time some of the overtly racist and sexist ideals of the past are now seen in a negative light, the institutions made by the dominate group still exist and continue to work in ways that keep White men on top (Sensoy, 2012, p.80 ). A society was made in which its people are socialized into believing ideas like women do not need any more right and that anything negative people of color experience is their own fault. By examining how sexism and racism continues to oppress minorities in society, it becomes easier to see, how despite no longer being acknowledged, White male supremacy is not a thing of the past.

The last hundred years have brought the world many valuable things; computers, better sanitation conditions, understandings of diseases, vaccines, surgery, education, and so much more. But there are so many social constructs that have made little progress such as racism, sexism, and homophobia. In reality vaccines and sexism are manmade, a vaccine is a manmade invention and sexism is a manmade idea. Neither would exist without human beings backing the idea that they are necessary. Racism is “prejudice, discrimination, or antagonism directed against someone of a different race based on the belief that one’s own race is superior (Oxford Dictionary).” Racism over the last hundred years has been directed towards Blacks, Hispanics, and Asian’s. Looking at the past in relation to racism in the United States, reveals that racism is still alive and well in 2015 just as it was in 1915.

The commercial also incorporated a presentation of the country's varying sprawling landscapes and metropolitan areas, along with Americans of different ethnicities, races, and families partaking in real life activities. With these elements: a patriotic song, playing on emotion, and an invocation of profound imagery, we see several of the tactics mentioned in both articles tackled in Coke's commercial. So why did Coca Cola receive such monumental uproar, if it made use of some of the fifteen basic appeals that make ads effective?

The 1960’s was a volatile time socially, politically, and racially in the United States. With the country being divided along social, political, and racial line advertiser were forced to be very creative in their attempts to reach across those lines. Advertisers wanted to connect with as many potential consumers without offending any large group of consumers. The 1962 Budweiser advertisement attempted to do this by running two separate adds of the same product in two separate magazines targeting two separate audiences. One advertisement showcased four white men drinking Budweiser and was published in magazines read by a predominantly white audience.

Out of all the topics discussed this week, culture jamming is one that certainly piqued my interest. Primarily, culture jamming is defined as a tactic used by social activists to change the public’s point of view and bring attention to the negative aspects of certain products. This communication tool achieves its goal by making parodies of advertisements of popular brands, ranging from stores, fast food chains, and even beverages. For example, a parody ad for Pepsi reads “Corn Syrup,” where the logo of Pepsi is used as the letter “o.” Another example is of McDonald’s, where the logo of McDonald’s, “M,” is inverted to a “W,” and reads “I’m gainin’ it.” Both of these parodies reflect the product’s unhealthy components.

Mountain Dew, a company who has a special mission to provide consumers around the world with delicious, affordable, convenient and complimentary beverages. Due to this mission, the company has made numerous commercials since the beginning of time. In this essay, I will show the differences between media marketing for Mountain Dew from the 1960’s until today. The commercials I have chosen have the same type of story style, and really look similar when compared side by side.

There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.

For this reflective paper, I have chosen to do a fast food commercial that will become explicit as this paper reveals itself. Carl’s Jr. recently came out with a commercial with Ronda Rousey being the face of this particular commercial. Ronda Rousey is a female UFC fighter that has seen great success in her career. The commercial itself is intended to advertise a new breakfast sandwich they have with egg, sausage, and French toast. With advertisements incentives aside, the commercial goes back and forth from seeing Ronda do her job in action, and her holding the sandwich with clear anticipation of eating it. At the very end of the commercial there is a prompt that comes up that says, “With a Sweet Side” to end the commercial. I picked this commercial for this assignment because it is a good example of intersectionality with different cultural identifiers: gender, athlete, fast food, and a bit of sexuality.

The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60. The advert seeks to get a cheap laugh from the target audience with the image of the woman in a sexual pose and the picture of the beer. The ad promotes the idea that beer is the most

This case analysis will introduce a brief background of CSD industry and the history of Mountain Dew, give creative advertising strategies, alternatives, and lastly the recommendations and the implementation guidelines.

Mountain Dew has been through many changes since it was introduced in 1942. It started out as a yellow-green drink in a green bottle that had a rush of citrus flavor and more sugar and caffeine than any other soft drink. During the introduction of Mountain Dew it was well known throughout the Eastern seaboard. At this time the objectives was to gain market share. Mountain Dew became popular because of the stock car racing circuit known as NASCAR. During the 1960s Mountain Dew’s objective was too continued with its heritage from where it originated and began having characters such as Willie to promote the brand. By the 1970s the Mountain Dew brand was assigned BBDO, and the objective for the ad agency was to

In this memo, we will examine comprehensive research on some of the ethical issues that occurred as Pepsi published a commercial that harmed many people. Further, we will discuss how it had a substantial impact on a variety of stakeholders. The issue that occurred was regarding the “black lives matter” and how Pepsi did not take the issues that it still going on in our society into account.