Answer

SOCY 100: Project 1

            The purpose of this paper is to analysis of 10 advertisements within the lens of theoretical perspective, sociological imagination, and scientific research to uncover patterns of social behavior. Marketers use aspects such as gender, sex, class, race and other social characteristics in advertising of products and services. Marketers try to link their products with desirable products or services with social groups, desirable lifestyles, or social characteristics, such as upper-class luxury or ideal masculinity (Stewart, 2019).

            The Nike’s fitness and sports products have widely advertised in television, print, and the Internet. There was a time in which Nike’s products were being exclusively used by marathon runners. The “Just Do It” phrase was a hit that make the company to surpass its main competitor, Reebok. The “Just Do It” campaign was launched in the 1980s. By 1998 the company’s total sales was $800 and by 1998 the sales had reached $9.2 billion. The “Just Do It” phrase was short, eye-catching, and sweet. It tends to summarize everything that sportsmen and women and other people could feel when exercising (Kolowich, 2019). Use of sociological imagination theory is evident in creation of the advert since it seems to describe people’s feeling in sports (Rodgers & Thorson, 2012). Sports people are motivated to push themselves beyond their limits (Kolowich, 2019). Refer to Figure 1.

Figure 1: Nike: Just Do It

Source: (Kolowich, 2019).

            The second advert is Coke advert by The Coca Cola Company through the print media. The Company’s novel strategy was to print names of individuals in order to promote a sense of appeal to individuals rather than the population. Individuals could order custom products by requesting posting their names or nicknames in Coke’s website. The Company had learnt that consumer of its products were largely Coke fans (Kolowich, 2019). The Company had mastered consumer burying behavior (Haider & Shakib, 2017). This is also the outcome of sociological imagination since people tend to develop a sense of attachment to a certain product (Rodgers & Thorson, 2012). This strategy made people to share the Coke with the person who his/her name appears on the bottle (Kolowich, 2019). Unceasing advertising campaign by the Company increases consumer’s familiarity of the product (Haider & Shakib, 2017). Refer to Figure 2. 

Figure 2: Coke: Share a Coke

Source: (Kolowich, 2019).

            The third advert is Absolute Vodka through the print media. Absolut advert transformed its bottle into the most recognizable bottle around the world by featuring it in print ads. The ads promoted the uniqueness of the bottle. About 1,500 ads of the Absolut Vodka were made showing that a single product may be advertised in different ways (Kolowich, 2019).