Blog 10: Consumer Behaviors

Technology is king in this modern era and it has permeated into all aspects of life. A current craze is fitness trackers; syncing up your steps, heart rate, sleep, and every thing you could want to know about your health. 

While there are several kinds on the market, one did not do nearly as well as the rest. The Nike FuelBand, while part of a major athletic wear corporation with worldwide consumers, was a huge flop for the company. In April of last year, they laid off most of the team behind the costly and ineffective band. While the wearable fitness tracker market is worth of $330 million, Nike FuelBand was only making up about 10% of that market in 2013 (1). 

Why is this? Well partly due to the design, users complained that it was too large and did not provide a sleek enough design. That is part of the consumer behavior though; people want products that are functional and stylish. These are lifestyle pieces as much as status symbols and design is a huge part of the success of major technologies and companies. If it isn't aesthetically and functionally as the top of the industry, a product will not last. 

Another issue is that the FuelBand did nothing to set itself apart from the main contenders such as FitBit, Jawbone, and Garmin. Even the app did not was not performing well, containing issues with syncing data and real time updates. It goes back to the consumer behavior; this fitness tracker is supposed to make life easier, more functional, and better performing in all ways, not just count steps or calories. People demanded higher technology and sleeker designs. Companies like FitBit and Garmin now make watches that also track your heart rate and show real time stats. Nike FuelBand was left in the dust while consumers went for fitness trackers that represented their lifestyle, status, and need for high performing devices. 

(1) 8 Biggest Product Fails of 2014. (2014, December 5). Retrieved March 18, 2015, from http://www.alternet.org/economy/8-biggest-product-fails-2014

Blog 9: My feelings on advertising

Advertising is an interesting field of work. After learning about its history and the development of it over the years, it is clear that those that go into advertising must have a grasp on the cultural norms as well as the psychology behind motives and behaviors.

The biggest issue that I have with advertising is the perpetuation of perfection. There's no reason to photoshop ever person, sell every product as the end all be all. If we're selling to the common man, I'd say the majority of them understand that there are tactics being used here to try and lure you in. The lack of honesty and distortion of the truth to create this ideal "perfect" product or person is an insult to the consumer in my opinion. Th image of a billboard pops into my head.

Seriously? Women don't look like this and if they did, my first thought would be how fake they look. Their tagline, "Maybe she's born with it. Maybe it's Maybelline" really means, "Maybe you don't look perfect, but you should, so use this product and finally be complete." Ads like this make me think that advertisers believe people are mostly unintelligent, obsessed with looks, and willing to believe this kind of perfection is both attainable and needed. 

However, I do appreciate clever ads. The kind that make you laugh and think, that's a product that I want to use and not because they're telling me it completes me in some way. 

Yes, this ad is still sending a subliminal message that this drink will turn on average night into something memorable, fun, and one of a kind. But it does it in a way that doesn't target the individual and it's so over the top that they aren't trying to hide the fact that this is not actually attainable; it's just meant to give you an idea of how great this product is. 

So, my feelings on advertising are split. I appreciate it when it's used in clever and fun ways, but the overall use and purpose of it lately seems to be tricking people into buying something by ploys of sexism, racism, or human insecurity. 

Blog 8: Environmental Campaign

Greenpeace UK has a vast social media presence through several platforms: Facebook, Twitter, Youtube, Instagram, Flickr, Google+, and RSS feeds.

Greenpeace is definitely one of the most vocal and extreme environmentalist groups and their social media campaigns prove that. This is a video that they made in regards to oil fracking. While there is a disclaimer on the youtube page and the video is clearly spliced together, there is no reference to this being fake. It's powerful propaganda; it uses his words against him in a way that both highlights the harmful and dangerous nature of fracking and promotes Greenpeace's initiative to enlist people in speaking out against it.

Facebook is their most active and engaged page with over 334k likes and multiple posts daily. Thousands of people like and share their messages every day making it their most influential platform to spread their message. A big part of Greenpeace's strategy is captivating their audience and creating activists. They use a lot of emotional language and photos as well as appropriately selected scientific information. Obviously, there is two sides to every story but in the case of any campaign, only one is told.

This is one of the more recent photos on their Facebook page. Once again, it is very targeted at Cameron as a person and speaks to the lack of information the government has provided to the people on this issue. This is the text with the image:
"ICYMI: Last year, a report on the impact of fracking was heavily censored by the government. Despite pressure to get the report published in full, the government still refuses to listen.

That's why this week we called on the Information Commissioner watchdog to intervene and force the government to release the research.

Hundreds of thousands of people living in communities at risk of fracking have a right to see all the evidence. 

Add your name for a frack-free UK >>http://bit.ly/1NTjVJM"

Greenpeace has a bold, passionate social media campaign on the issue of fracking however it is heavily reliant on age old smear tactics and personal attacks to make a lasting impression on its audience.

Blog 7: Ad Workshop

This commercial is comical to me because it so clearly reinforces and perpetuates gender stereotypes. The catchy and slightly creepy jingle, sung by an extraordinarily excited little girl, sings, "I love when my laundry gets so clean, taking care of my home is a dream dream dream." Does anyone really feel that way about cleaning? That aside, this ad is basically telling little girls, you'll take care of a home one day and you'll damn well like it.

Everything about the ad is gendered. The colors are soft, delicate, and pastels and the name of the home itself doesn't scream "gender neutral". Boys aren't really taught to play with rose petals while girls on the other hand are told to be as dainty as a flower.

The home itself is filled with typical household items, but there are only girls playing in the house. It almost seems like a boy wouldn't be allowed to play in the house because this is "women's work". Now, there's nothing wrong with teaching kids how to take care of themselves and to learn about nurturing by pretending to take care of the baby. The issue is that it is being packaged as a destiny: girls are only meant for this kind of life and behavior.

Advertisers understand that little girls want to be more like mom, but why is it okay to say that this is what mom is supposed to do, and you will too? Also, how does this ostracize single fathers. Since men are not "supposed" to do this kind of work, according to ads like this, what does that mean for their "manhood"? Parenting is hard enough, but ads like these create a world in which women will play one role and men will play another. Anything else is seen as unnatural or wrong or less than what should be, for both men and women.

There is definitely a shift happening, but stereotypes and gender norms have been packaged up and sold to the millions for many years now. It takes time and consumers demanding for more for this kind of blatant sexism to stop and more balanced, realistic advertisements to be made.

Blog 6: Racism and Diversity in TV Shows

One of my favorite shows is "New Girl"; the cast is hilarious and the show is a perfect example of a diverse modern sitcom.

The cast is an eclectic mix of friends from various backgrounds and places. Jess (center female), the main character, could be said to embody the stereotypical "girly girl"; she loves dresses, bows, crafting, but is also a self proclaimed feminist and dork. These qualities take her from a one dimensional stereotype to a fully developed character with easily identifiable qualities. 

Her best friend, Cece (right hand female), falls more into racial stereotyping. She is a model but is also characterized as having no skills but being pretty. As an Indian woman, there are a few episodes throughout the show that touch on her cultural heritage. In one season, she agrees to go through with an arranged marriage; they give little explanation to the cultural practice and work under the assumption that all Indian people agree to arranged marriages. The character, Schmidt, also makes many clever but racist nicknames for Cece and often mixes us her Indian heritage with many other cultures, such as Native America and Middle Eastern. 

Schmidt (upper right hand male) himself is the most stereotyped character and it is part of his appeal as a cast member. He considers himself a proud Jewish man and makes many comments and remarks about it. While funny, they often push the line of appropriateness but are made "okay" since he's Jewish. He also is stereotyped as a complete womanizer; he is the embodiment of the male "machismo" idea and often shares his views on men being superior to women. While he provides the most comic relief on the show, his character is made entirely up of stereotypes about men and Jewish people, making him almost cartoonish and difficult to relate to. 

While the characters themselves are very diverse, the show works off of a lot of stereotypes as a ways to add humor, only reinforcing the ideas that are behind them. 

Blog 5: Gender Stereotypes

Gender stereotyping is a quick and easy way for advertisers to send a strategic message to their audience while relying on and further enforcing cultural myths surrounding men and women.

There are thousands and thousands of commercials, print ads, and billboards that can attest to this; we're inundated with countless images every day telling us that men need to be strong, rich, handsome, capable and women need to sexy, domestic, quiet, thin, fit and the like. It's a lot to keep up with.

Instead of just focusing on the fact that these stereotypes exist, I'd like to look at it through the lens of this year's Always Super Bowl ad, "Like A Girl". The ad is below:

There are several layers that I'd like to look at within this advertisement. I've dubbed this advertisers strategically crafted message in terms of "the bait, the hook, and the kill". 

"What does it mean to run 'like a girl'?" The phrase echoes in your ears as you see a teenage girl pretend to incompetently run in place. However, it's clear she doesn't even realize she's mocking herself. That's the bait: the advertisers draw you in by highlighting that this stereotype exists so deeply in our culture that it no longer phases us as individuals; it's taken as a cultural norm. 

The point is hammered home when the young boy is asked, "Did you just insult your sister?" He's caught off guard. It is an insult, isn't it? But of course he wasn't saying that about someone he actually knows, it's just a generalization about other girls! It is so clear that although we live day to day with these stereotypes, these subliminal insults about gender, we don't think about them actually applying to ourselves or people we know. We think about them as the generalized "other", so it's harmless. Right?

The overall story is tied together when the young girl, Dakota, comes into picture. When asked how to do things "like a girl", she doesn't put on some type of facade or pretend to be anything other than herself. While the ad is focusing on the fact that girls struggle with self esteem during puberty, the fact is that they are too young to either fully understand or have been exposed to this particular stereotyped cliche. By this point, you were fully engaged in the commercial, we all were. That's the kill, the advertiser has now not only made you feel aware of the injustice but you believe that this brand is out to change the world. Clever marketing for a good cause, I'd say job well done in terms of advertising. 

It's a powerful ad and they play with gender stereotypes in an interesting and counter cultural way. They go on to ask the girls why they did what they did and almost make them guilty for falling for the ploy; however, it drives the message home that these stereotypes are deeply and firmly engrained into our subconscious. It takes active exposure and examination of these subtle phrases to bring awareness to just how powerful stereotypes show up in everyday advertisements. 

Blog 4: Racial Stereotyping in Ads

I think it's fair to assume that no one is going to say it's "right" to use racial stereotyping in ads. That's just asking for a fight. However, no one can say that it isn't still very prevalent in advertising. Not just television and print, I find that radio ads are very clearly targeted at certain audiences on specific stations. I listen to a lot of hip hop and rap; every announcer, host, and commercial speak with a very obvious ethnic tone. Clearly they're using an already established stereotype that only African Americans listen to hip hop, and that they must be using slang and ethnic speech patterns. It's stupid but you can catch it in every medium.

Is morality on the hands of advertisers? Well I don't know, did they take some sort of oath in business school to uphold the values of equality? Not to my knowledge. As humans and equals, we can all hope that these business minded and capitalist driven advertisers are seeking a balance between making money and contributing to society, but to say that's their responsibility is a stretch in my opinion. Should we ask more of ourselves and of others? Definitely. But don't assume that it's on their plate to make the world a better place, they're paid by a business to make that corporation money.

However, smart businesses understand that if you appeal to humanity, if you make a connection, and if you make an impact with your company message and advertising, your dollar is going to stretch long past a one time consumer. You're going to make a client for life. But, there are places that want a quick buck and those easy to digest, stereotype based messages don't require too much thought on the consumer's end.

An article on the ethics of advertising states this:

"Due to market saturation, the similarity of products on offer and characteristic aggressive competition, many advertisers use methods that are not entirely honest to achieve their market objectives. As a result of this behavior that often violates the established regulation, advertising looses credibility not only as a business tool used against competitors and in terms of market fair play, but also as a communicative activity with society in general."***

People understand that marketing and advertising isn't always fair and they don't always tell the truth. I think it falls on the consumer to take marketing and advertising with a grain of salt and understand that at the end of the day, they are all working for a bottom line and will occasionally use whatever stereotypes they can to make it easier to sell a product to a certain demographics or audience.



***MUELA-MOLINA, C., & PERELLÓ-OLIVER, S. (2014). Advertising self-regulation. A comparative analysis between the United Kingdom and Spain. Comunicación Y Sociedad, 27(3), 1-18.