Different Perspectives: Dream Crazy, Crazier, and Be the Best You

advertising , branding , celebrity endorsements , fitness , target markets

Kerin & Hartley Marketing

Consumers have many opinions about product advertising and branding, and they are not afraid to voice them. Opinions can depend on the times, trends, and moods of the population. In the U.S. today, the topics of social justice, harassment, and equality are very much top of mind for many consumers. Consequently, they may respond to advertisements in a different way today than they might have responded a few years ago.

One very timely topic that is addressed by Gillette is the harassment that started the #MeToo movement. A new ad from the company focuses on bullying and ‘toxic masculinity’ and asks consumers “Is this the best a man can get?” The ad was designed to inspire positive behavior, but has faced a backlash of negative reactions. Why?

Another company that is no stranger to controversy is Nike. A few months ago it released an advertisement narrated by Colin Kaepernick titled…

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The theory of Self (How brands take advantage)

brand, brand identity, brand personality, brands, emotions, perparim tema, ptema

ptema

The concept of ‘Self’ and its foundation originated from William James. He states that ‘a man’s Self’ is the sum total of all that he CAN call his.

Not only his/her body and psychie (sic) powers; but clothes, house, wife & husband, children, ancestors, friends, reputation & work. This is backed up and developed further by Russell W. Belk who talks about the idea of self-perception and the concept of self through ownership and possessions.

He says that there is a ‘natural relationship between possessions and sense of self’. That ones’ possession can define ones’ personality and vice versa. He brings forth a framework on how we as human beings develop our concept of self, which defines who we are.

There are four factors: ‘(1) the infant distinguishes self from the environment: (2) the infant distinguishes self from others: (3) possessions help adolescent and adults manage their identities, and (4)…

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