Monthly Archives: December 2011

A Letter to the Editor

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The issue

As many of you already know women are constantly objectified in the mass media. This includes ads, commercials, billboards, and even on the radio. I’ve recently come across an ad that, to me, is the absolute most offensive and obvious example of a woman being objectified in an ad. Below, is a letter I would love to send to a magazine editor complaining about the unethical values within the ad.

The letter

Dear chief editors of magazines containing this disgusting ad,

It has come to my attention that a recent Burger King ad has been shown in your magazine advertising the new super seven incher sandwiches. This ad is only degrading and an objectification of women but it also extremely inappropriate for the general masses to view.  I think it is absolutely disgusting that you would publish such a demeaning photo of a woman. The picture shown to the right depicts a woman who doesn’t even really look like a woman at all. In fact, the ad objectifies her so intensely that she literally looks like a blow-up doll.

I think it’s truly shameful that your magazine is using this ad.  Your magazine and Burger King have totally lost many peoples’ respect.  I think it should be rather obvious that this ad is so offensive to people everywhere. Why on earth would I buy a sexualized sandwich? The ad doesn’t even make sense and most certainly doesn’t make me want to go out and buy one.  In fact, I have been so nauseated with this photo that I have lost my appetite indefinitely. I really think you should take into consideration how your ads are bringing distress to your consumers of the magazine. Maybe next time try putting an ad in your magazine that will actually successfully sell products.

Thanks for wasting my time with your trashy ads that do nothing but make women look like objects,

Rebecca Scott

The Concluding Statements

I hope that after reading this letter that you all get a better understanding of not only how unethical this ad is but just how inefficient the ad is in selling its product. I also have here, a link that has some other blogs supporting my opinion on how so many ads are demeaning to women and how women are constantly portrayed, in our patriarchal society, as objects.

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Scandalously Strategizing

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The Scandal

During the recent Kim Kardashian and Kris Humphries Scandal the two have been constantly monitored by the press. With this being said Kim Kardashian, in particular, has received a lot of negative attention. People have been saying the marriage between the two was a total scam for publicity and money. Many have accused Kim of not even truly loving Kris. These accusations are really hurting Kim and her reputation. She now looks like a fake and overly obsessed about money. As a result, the public has kind of made up their minds that Kim, based on the media news, is a very selfish and dishonest woman.

The Public Relations Approach

Speaking from a PR’s point of view, the main objective would be to get the public’s trust back by improving Kim Kardashian’s overall reputation in society and by also making sure she only receives positive press from here on out.

As a PR professional I would immediately strategize ways to make the divorce look like something that was hard for Kim as well as making her look like the victim. TMZ has an article doing exactly this; Kim looks like the victim in this scandal when she describes in the article how she “had” to follow the legal advice of her lawyer and file for a divorce and that an annulment just wasn’t an option for the two newlyweds.

You could also keep the image of being a victim in the eyes of the public by sending all the popular magazines pictures of Kim crying and going to her family for support. I would also include statements from each of the family members saying how hard the situation with Kris Humphries has been for Kim.

Lastly, I would, as a PR professional, make sure to keep Kim busy with her business life. I would make sure it looks like she needs her work to preoccupy herself while she struggles through this messy divorce. I would again, send pictures to all the popular magazines of her working at the Dash store as well as release a statement from Kim reassuring the public that she simply made a mistake. This would make her look like an innocent person who just wants to get out of a bad situation.

Backfiring Strategies

Ways in which my PR strategies could backfire would be if the press said Kim’s family is only being supportive to save their own reputations and of course, in order to not have any losses of money. The press could also accuse Kim of lying about what her lawyer really said. The press could assume that those statements were made up without hearing an actual recorded statement from her lawyer. The last way the strategies could backfire would be if the press took Kim working more as something negative instead of therapeutic method for dealing with her mental health. They could say she is of course working more to gain more money which just supports their original gossip, Kim only caring about money.

PRSA Ethics Code

Overall, as a PR professional, the strategies to improve Kim’s reputation and public attention seem to meet the code. The family statements would all be emotional and true, increasing the validity of the claim. The pictures of her current emotional state would also prove her sadness to, be in fact, true.

Not bashing Kris Humphries directly, by saying negative comments, would keep the claims legitimate and fair because by bashing Kris Kim would be showing that she has something to gain. We want to avoid that idea as much as possible. The only gain that should seem evident would be the fact that she wants to just get out of the marriage and move on with her life.

The statement from the lawyer also proves validity in the case. If Kim has someone official to back up her case the public will view her as being honest and they won’t think she’s just trying to manipulate the truth for her own benefit.  Showing pictures of her working more and releasing a statement saying she has simply made a terrible mistake will also prove to the public and the press that she isn’t a fake and that she has human qualities that every one of us can relate to on an emotional level.

If Kim can prove her innocence with hard facts from her lawyer, pictures, and statements from herself as well as her family then she can gain back the trust of the public in a way that is fair, truthful, accurate, and still responsible, in regards to the public’s knowledge.

Christmas is Here!!!….and So are the Advertisers

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Since it’s the Christmas holiday season, a very popular product I have noticed advertised a lot recently has been Target. Target’s advertisement campaign has used the multimedia approach in a very effective and evident way. This is a popular time to buy gifts for family and friends. With this being said I have seen countless Target ads on my phone apps, on Facebook, on TV, and in magazines as well.

 The advertising campaign definitely reaches its goal of pushing the product into many aspects of my daily routine. I saw the ad while using my cell phone apps, checking my Facebook statuses, and while watching TV. I think it’s also important to mention that while the ads were constantly present in my daily activities I started to think about the Christmas holiday, in general, a lot more.

The most effective form of advertising that Target does to reach its Christmas shopping audiences would be the neurotic woman advertisement shown constantly on TV. She is obsessive and crazy. Her stress to get the sales is something that many Americans, in a budget, can relate to on a personal level.  She is also psychotically cheery, an emotion, which is something that Americans, as a whole, relate very closely with this season of the year. With both of those factors said I think Target does an excellent job of escaping the media “clutter.” If people can relate to the media on a deep and interpersonal level than the advertising campaign has done its job of making their product the most memorable. Here’s a video to see the craziness.

The second next best form of advertising Target uses is the ads placed on Facebook. This form of advertising is aimed at the online shoppers as well as the many young people highly involved in social networking.  Many web users multitask. They get on Facebook while also checking their email or, as I mentioned before, shop online. The strategy of putting it on Facebook is extremely effective in getting audiences to subconsciously remember target while shopping for Christmas presents online. Not only does Target advertise the Corporation as a whole but it also promotes the many products within the store.

The last two forms of advertising that Target uses are the ads seen in magazines and cell phone apps. Both forms of media are great places to place the product because both your cell phone and magazines are channels of business for buying products. I always search in magazines for stores that have cute affordable clothes and while on my phone I, more often than not, find myself going online on my cell and searching for online products. Target’s advertising campaign has done a superb job of making sure they reached all media channels where consumption of products is on the consumers’ minds.

As a whole, Target will definitely do well this year in getting people to shop at the store for the Christmas season. People will see the ad everywhere, laugh at its quirkiness and unique advertisement theme with the Christmas obsessed woman and as a result, will want to shop there. It’s a natural instinct for people to want to put themselves in a place that represents happiness and Christmas cheer while shopping during the holiday season. For these reasons, Target and its advertising campaign has effectively gotten into the minds of the consumer world on a very beneficial and positive way to make money.