Today, we will look at one of the biggest multinational companies in the world – Proctor & Gamble.  P&G is ranked fifth as the most admired company in world and manufacturers just about every consumer good you can think of. Twenty four of their subsidiaries have an annual net sale of over a billion dollars. These brands include: Bounty, Crest, Dolce & Gabanna, Duracell, Gillette, Old Spice, Tide, etc. Here’s a link to their full list of brands. P&G produces everything from laundry detergent, to deodorant and even designer fragrances. This multifaceted company produces a wide variety of brands but what’s more interesting is how they approach advertising. Even though P&G has multiple brands in the same market, the spin on how they advertise their products is quite interesting. To further develop this, the analysis of Gillette and Old Spice will be conducted to show similarities and differences in who they target. Although they are both from the same corporation, each brand has a different approach in advertising.

Gillette Body Wash:

Gillette takes a more professional route on body wash. They use a mixture of logos and ethos in persuading the viewers. The commercial shows a man using the body wash to moisturize his skin. It transitions from the shower to the workplace where the man feels somewhat “invincible”. It is implied that he smells great while feeling fantastic. It ends with the Gillette product and the slogan “The best a man can get”. There is visual aesthetics in the commercial however that was not the focus. Rather, it promotes how Gillette effectively keeps the body clean and healthy. 

Old Spice Body Wash:

Old Spice takes the body wash and uses an entirely pathos argument. It begins in the shower with the naked Terry Crews explaining about the powerful the body wash. Crews’s body is extremely muscular and beyond defined. He states the body wash is as powerful as him. His muscle even talk to him. As the commercial appears to end, Crews breaks in from the wall and states, “This body wash is too powerful to let this commercial end.” He then repeatedly exclaims p p p p power and begins hitting random objects. The strength of Crews is used to relate to the power of the body wash. The entire commercial uses the power of visual imagery in persuading viewers to use their product. The use of humor and obnoxiousness presents the commercial in a comical yet appealing manner.

Both Gillette and Old Spice are branches of P&G yet they market their products completely different. Both well-known, successful brands with opposite outlooks. Different things appeal to different people and P&G is able to utilize various marketing standpoints.     

How many alcohol advertisements use the emotional appeal of sexuality to grab attention? I would say about A LOT. First, lets discuss the three appeals of logos, pathos and ethos. Just like in rhetoric, advertising uses the same basic formulas to persuade the audience. Logos is the logical approach that uses evidence to convince a certain point. Ethos is the ethical approach that emphasizes knowledge and honesty. Pathos is the emotional appeal that targets emotion by building some sort of connection with the viewer. “Since humans are in many ways emotional creatures, pathos can be a very powerful strategy in argument. For this same reason, however, emotional appeal is often misused…sometimes to intentionally mislead readers or to hide an argument that is weak in logical appeal” (Pegasus). Often times, pathos uses the power of visual imagery to persuade the audience. We can see this is extremely apparent below.

In the first image, the text states, “Nothing warms me up like Effen by the fire”. Effen in the brand of the vodka and we can see the pun intended by the text. We all know that drinking alcohol makes the blood warm but does she imply something else…? The image to the right, we have a hand reaching for an ambiguous object. This object first appears as part of a female body but after a closer look you can see it is a beer glass in disguise. The text on the advertisement sets a humorous tone. On the bottom left, we have a male and female interlocked together. The text, “Pursue your daydreams” is shown with a bottle of Jose Cuervo. Perhaps dreams are possible with the opposite when a bottle of Cuervo is present. Lastly, we have this extremely vivid advertisement of a woman covered in Budweiser caps. I am not quite sure what the ad is trying to convey. I feel that the entire ad is overtly promiscuous. It displays the product and a naked woman. Perhaps the premise behind it was to visually capture a males attention and see that it is also associated with Budweiser. 

But in the end, whats selling the drinks? Women and sexuality why of course. 

Hey guys today, I will do comparison between three supplements that are widely used to stop the noggin from groggin’ and start joggin’. First, we will look at Starbucks coffee, 5 hour energy, and then red bull. From a marketing approach, we will deconstruct how these three products are presented to society. All these drinks serve the same purpose yet they have different methods in who they wish to target.

Starbucks coffee:

Starbucks is a well-known coffee company with about 20,000 shops in the world. Interestingly enough, one of their company’s unique traits is that they choose not to make commercials. Luckily I was able to find one on YouTube. The commercial begins with a coffea plant specifically grown for this woman named Sue. The beans of the plant are then harvested and packaged for exporting. The label for Sue is consistently shown throughout this process. The beans are then tested for quality assurance. A check mark “Approved for Sue” further emphasizes the notion of personally customized. Sue then receives her drink and happily enjoys it. “Personally handcrafted for Sue; You,” appears on-screen as well as the Starbucks logo following.

Through this commercial, Starbucks wishes to attract the viewers by reiterating that each cup of coffee is specifically made for you. Everything is naturally grown without any additives. From the fields of the coffea plants, to the factories to process the beans and then to the store to brew the drink, Starbucks capitalizes on the idea of quality made for each and every individual. “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Their mission statement heavily reflects how their commercial is crafted for the audience. The music compliments the flow and tone of the overall message even further. The commercial doesn’t do much about stating the benefits of drinking coffee, instead, it concentrates on the aspects of the company.

5 Hour energy:

5 Hour energy is an energy shot made the parent company Living Essentials. It began in 2004 and sparked a wave of similar types of energy shot drinks. 5 Hour energy claims their drink will give hours of energy without any feelings of a crash. They heavily use the slogan of “2:30 in the afternoon feeling”.

The commercial begins in the work office environment with the host asking how we feel at 2:30 in the afternoon. He then showcases tired employees looking for a way to keep their focus going. He recommends 5 Hour energy as the best solution to get through your day without any side effects. 5 Hour energy markets their drinks in a “cheesy professional manner”. What I mean by this is that, 5 hour wishes to target people who need to be productive. They use the work office as their background setting. They try to envision the perspective of a hardworking employee that needs an extra boost in their day. They wish to attract an audience that needs to get their work done without any distractions. 

Red bull:

Red bull is the most popular energy drink in the world selling about 3 billion cans per year. The popular slogan, “Red bull gives you wings” is used in almost every commercial and advertisement for the company. The drink is highly associated with sports and outdoor activities. Many of these activities are somewhat extreme and heart pounding. As we can see in the commercial, it begins with a snowboarder in high peaks of the mountain and then transitions to a surfer in deep depths of the ocean. All of the settings take place when your blood is pumping full of adrenaline. It encourages the audience to push themselves to the limits, to be the best that you can be. Red bull concentrates on this type of appeal to attract users that are in similar situations. When you need a rush of energy, drink red bull. When you need to run faster, drink red bull. when you need to do something unplanned and potentially dangerous, drink red bull. You get the point. This is red bull’s market and they market it very well. 

Ever since Apple introduced their iPhone in 2007, peoples’ lives have been changed. This revolutionary product has become a necessity to many. Some would even say they are disconnected from the world and themselves without it; as if they were missing an arm or a leg. After five years, the growth of this mobile device continues to develop and evolve through many innovating ways. It’s the number one selling smart phone in the market and remains to hold that position. What’s so special about the iPhone? Lets explore more details and specifications below.

Measurements of the 4s:

The iPhone emphasizes a very sleek profile. It’s a beautiful phone since it’s inception in 2007 and continues to defy the old predecessors. The full touch screen, glass surface, is an amazing feel as well as the surrounding material that encompasses the  rest of the phone. It weighs just under 5 ounces so this tiny thing can feel somewhat heavy in comparison to how small it is. The phone itself glimmers in your hand. The entire thing is so thin it feels like you can snap it, however, it is built very rugged. Enough about how it looks, lets look at a recent 4s advertisement. 

This is one of the most viewed iPhone advertisements floating around. It introduces Siri, the personal assistant, the newest addition with the 4s. The commercial begins with iPhone users using Siri as part of their daily life. They ask various questions and request certain commands for Siri to execute. Although the extent of what Siri can do is not extremely jaw dropping, the practical uses of this personal assistant really shines when the user is preoccupied. Because Siri responds by voice command, everything can be performed by easily talking to your phone. From basic commands to questions about the weather, Siri can be very resourceful. Phones were once only used to make calls, now they are personal assistant for your daily life.

Above is the first generation of the iPhone. The text states, “Introducing iPhone. Apple reinvents the phone”. With this, came a wave of phones that attempted to copy the design and functionality. As gimmicky as it sounds, Apple holds true to their words. The iPhone holds a tremendous amount of “cool” factor to it. Phones just aren’t phones anymore. Instead, these mobile devices can play music, navigate directions, send texts, take pictures, surf the web; it’s basically a tiny computer in the palm of your hands. Once the iPhone hit the market, competitors hopped on the bandwagon and began to replicate how phones can be used. Today, we find companies such as Samsung, HTC, Motorola, and Blackberry with similar characteristics and concepts. I’m not stating they all outright copied the iPhone, but perhaps Apple did reinvent the phone. In addition, iPhone’s also began the hype on 3rd party applications. These apps allow the user to customize their phone in almost every way possible. 

These are arguably the  top three luxury European car manufacturers in the world. They all have similar characteristics and cost quite a hefty fund. So whats the difference between them? Is there one? Lets find out through these advertisement videos and market they wish to target. 

First up BMW: 2012 BMW 3 Series

This commercial compares four characteristics of Olympic contenders to the BMW 3 series. These aspects of performance, balance, agility and control are portrayed in both humans and the car. It first shows how the human performs and then relates it to how the vehicle performs. It splashes back and forth between the car in action as well as the human performing various athletic activities. BMW is emphasizing how their machine is of superior quality, the best in its class. The slogan “the ultimate driving machine” is of coursed included at the end. If you want a car that excels in all areas of performance while maintaining class, this is your calling. That’s what BMW is saying anyways. 

Second Audi: 2012 A4

In this advertisement, we have an inferior robot idolizing this superior cyborg. The cyborg is significantly more advanced and performs various actions such as playing the violin. The inferior robot tries to imitate what he sees but cannot due to his outdated body. the robot seems somewhat sad yet confused. Suddenly, a miniature powered car appears. The inferior robot follows it and finds the miniature car stopped in front of the Audi. The text, “We all look up to someone” appears. Audi states, they set the example and all other cars are the followers. they have superior technology to which all other cars are behind the curve.

Third Mercedes-Benz: 2012 C300

Mercedes structures this commercial around improvements from the older models of the C class. It begins with the car drifting into the camera and allowing the audience to view the interior of the car. As the car continues to drift, a voice begins speaking about the changes within the new model. The entire scene is in slow motion, emphasizing each and every detail. We get to see all car from all perspectives. In addition to the angles of the car, we get to see it perform an aesthetically appealing, high caliber turn. The commercial ends with their slogan, “The best or nothing”. 

These vehicles are the entry level cars for the European luxury manufacturers. They all sit around the same price range and offer similar characteristics. So what differentiates one from another? Well from these commercials, there is a lot to be said. BMW is riding the “best performance” tag. Audi is attempting to portray the “advanced and innovative” and Mercedes capitalizes on improving itself to “be the best”. Without a doubt, they are all classy high performance machines, but each company has a certain way in grasping an audience. 

Today when searching on the internet, almost everyone uses Google as their search engine. According to ebizmba Google gets about 900 million unique visitors monthly and trailing second is Bing with about 165 million monthly. Google has more users than all the other search engines combined yet all search engines perform the same purpose; to search. Why is Google so popular?

Google’s philosophy states “Do no evil”. How does this possibly relate to a search engine? Well, Google’s mission is to organize the world’s information and make it universally accessible and useful. Google is dedicated in creating the best possible search engine optimization ever and allowing virtually anyone to use it. Perhaps they believe that if you are not allowed the best access to the internet then it would be a crime. Well they succeeded in this area and Google stands on top of all its competitors.

Google is extremely fast and easy to use. You get what you search for. As far as search engines go, if Google cannot find it; can any alternative do it? Google searches billions of URLs (uniform resource locator) to match the keywords that the user types in. You can find specific people, places, things, facts, information, maps, news, definitions; virtually anything is possible to find. This highly advanced search engine is so powerful yet so simple.