SOCY 100: Project 1

Answer

1. 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).

   Figure 3: Absolut Vodka

   Source: (Kolowich, 2019).

               The fourth advert is advertisement Calvin Klein jeans in print media.  Symbolic interactionism perspective influenced it creators to use sex to promote sales (Kay, 2019). Symbolic interactionism is the study of how people use symbols in their day-to-day interactions (Rodgers & Thorson, 2012). The woman body is used a symbol of sex and sexual appeal (Kay, 2019). Use of female image and perhaps sex in advertisement of this product promotes the social image of the product (Haider & Shakib, 2017). Refer to Figure 4.

   Figure 4: Calvin Klein Jeans

   Source: (Kay, 2019).

               The fifth advert is Fairbanks soap advert in 1875 in print media. This was use of race to sale soap. A Black girl was depicted as dirty and whereas a White girl was depicted as cleans since her mom was using Fairbanks soap (Edwards, 2013). This was a racist advert. Refer to Figure 5.

   Figure 5: Fairbanks Soap Advert

   Source: (Edwards, 2013).

               Advertisement of Dior wrist watches through the Internet and in print is another product that is advertised widely through the use of sociological perspectives. In this advert (Refer to Figure 6), there is use of sex, female gender, and class to create a sense of appeal to potential customers with creation of the impression that their lives will increase in value upon owning the brand (Pinterest, 2019). Promotion of class notion in advertising tend to promote consumer spending (Haider & Shakib, 2017).

   Figure 6: Dior Advertising

   Source: (Pinterest, 2019);

               Miller Lite beer is another product that was advertised via television and print. The advert succeeded in beating the notion that light beer did not taste great by using a masculine male who professes that the beer tastes good as was fulfilling (Kolowich, 2019). Refer to Figure 7. In this case, a masculine male is used to attract male as well as female beer consumers.

   Figure 7: Miller Lite Beer

   Source: (Kolowich, 2019).

               The Google – Year In Search 2017 is a well-known Internet advert. The advert capture the real Internet search experience that one may miss that it is just an Internet search.  It is a three minute video. It reminds people on how they depend so much on Google for information nowadays (Kolowich, 2019). Refer to Figure 8.

   Figure 8: Google – Year In Search 2017

   Source: (Kolowich, 2019).

               The other interesting advert is the Dos Equis beer that is advertised through pre-roll and television. An actor portrayed as the most interested man in the world. The actor smokes cigars as he drinks Dos Equis beer, making the beer look cool. In addition, he drinks as he is surrounded by beautiful women. The actor uses a memorable, short and sweet tagline to great a long impression (Kolowich, 2019).

   Figure 9: Dos Equis Beer

   Source: (Kolowich, 2019).

               The last item is the advertisement of an empty bucket by KFC, with the initials “FCK”, through use of the print media as a way to apologize for shortage of chicken.  The advert combines class, humility, and the company’s pride to fight bad press and media image created by the shortage of chicken.  It resulted in net positive image on the brand (Kolowich, 2019). Refer to Figure 10.

   Figure 10: KFC: “FCK” (2018)