Miller Lite beer tastes delicious and simultaneously rests more delicately in the stomach than other domestic pilsners – tastes great, less filling (Wikipedia, 2007). Responding to the common gender stereotype associating men with the possession of innate masculinity, the new advertising campaign for the beverage seems intentionally saturated in testosterone. Tough guys like Mr. T, Burt Reynolds, and various other celebrities gather about a modern “round table” to dictate “man laws”. The commercials intend and – for the most part – deliver humorous scenarios in which different topics are brought up for consideration as to their manliness.
Attention is given to show that these laws represent all men, not a specific subgroup. This is a relevant example of how stereotypes can be transmitted in a positive fashion without offending anyone who is rational. The appeal to the potential consumer is that by drinking this fine tasting beverage, they can enter into and continue the life of the stereotype itself, and therefore become a little more like these celebrities. This plants a seed in the general social consciousness. Now it grows. Object 2: The first Taco Bell on the planet entered into the fast-food market in Downey, California on March 21, 1962.
Tricon Global Restaurants, a division of the Pepsi Corporation, purchased the franchise in October, 1997, and was renamed Yum! Brands, Inc. in May, 2002 (Wikipedia, 2007). 140,000 employees and 1. 8 billion gross revenue in 1995 make Taco Bell a fast-food giant. The United States is perceived to be the leader of the planet in terms of what is hip and what sets trends. New York and California have long been the centers for cultural activity in the United States. When Glenn Bell was experimenting with operating a hot dog stand in San Bernardino, California in 1946, he was dreaming of bigger business.
For the next 16 years he continued to plan and develop his master plan. Living in San Bernardino, he was accustomed to embracing parts of Mexican culture. Tex-Mex cuisine originally developed as a combination of Tejano and Native American cooking as far back as 1598 in El Paso, Texas (Wikipedia, 2007). Bell polished his plan until he unveiled the concept of Taco Bell. Results were immediate and excellent. The aesthetics presented to the then less traveled Americans were exotically pleasing. The bright colors, festive decor, ceramic tile, and menu all brought consumers in droves.
America today seems to finally be developing its sense respect for individual differences and ethnocentric behavior. The rest of the world probably doesn’t comprehend the degree to which America strives to be more like them. Object 3: The age of youth defined is culturally dependent. Marketing policies are based on demographics (Scan0025). Worldwide, youth is considered to refer to human ages ranging from 13 to 30. Hollywood is well respected as the world’s leader in moviemaking, as Los Angeles deservingly receives props for being one of the primary world hubs for popular music innovation.
The music and movie industries are on fire with growth and expansion. Individual projects are increasingly complex in design and in the techniques employed for their creation. Both industries generate multiple billions of US dollars in revenue annually; and both industries are heavily indebted to the youth of the nation (Wikipedia, 2007). Statistics show that it is the youth of America and the world that is responsible for the incredibly high sales volumes respective to these industries. Sales could not ever meet current goals set without the extensive consumption from the nation’s youth.
If only adults past the age of youth or children yet to reach it were to be the only consumers of music and movies, the industries would certainly wither and most probably die. Producers and writers understand these concepts fully. They must incorporate a youth-deigned element in nearly every project created with any true anticipation of profit generation. To not incorporate youthful components in these artistic forms of elective entertainment is to curse them to failure. The music and movie industries incorporate youth culture in their projects not necessarily out of desire, but out of necessity itself.
Object 4: A postmodern approach to the promotion of a product may involve a return to classic or traditional values (Wikipedia, 2007). It would appeal to consumers in a peaceful, non-threatening, reflective manner, evoking memories of simpler times forgotten. The text states that postmodernism describes a general cultural mood (scanoo28). Elements such as these can be witnessed in the ongoing promotional campaign for Hidden Valley Ranch salad dressing. A wholesome freckle-faced young adult female sits at her dinette for a salad.
The Hidden Valley Ranch is added. She pops a bite of the ranch covered medley in her mouth, and the world is instantaneously transformed into an outdoor country paradise. She now sits outside of a large farm house (her childhood home) at a picnic table. Her family magically arrives one by one, and there is now a massive amount of food on the table. As all dig in for the feast, the girl is shown to be relishing every savory taste of the same bite of salad that the commercial started with. Her eyes are closed.
In her mind, she has gone back through the years to temporarily reside in the pleasance of youth remembered. The message implies that the consumption of this delightful additive will send you to a place of value, a place of peace. Although this does not employ the use of real historic figures or facts, it does reinforce the nature of the Hidden Valley Ranch legacy. It indirectly bases the effect of the advertisement of the pasts of the potential consumers, making them feel connected to life, and the product (Wilipedia, 2007). This is a postmodern approach utilizing recent history.
Object 5: The text for this course states some considerations in the determination of rather or not an object can be classified as of “high design”. One of those is that the objects have polysemy, the attribute of being able to fit the definitions for several things simultaneously (Cite text). When considering a surprisingly erotic lemon juicer, it asked: So is this a product of use or of contemplation (Scan0009)? Another instance in the text suggested that an object of high design possesses the quality of turning a shopping trip into an example of socioeconomic differentiation.
In other words, these heavenly objects of high design cannot be afforded by the less than rich. In 1856, the former British colony of Guiana printed an emergency issue of a one cent stamp. Printed on poor-quality magnenta-coloured paper, its black ink design was of little aesthetic appeal. Each stamp in those days had to be initialed by a postal worker in an attempt to reduce theft, misuse, or forgery. The stamp was not produced for any length of time. One of these stamps was discovered by a twelve year old boy in an attic in 1873. He readily sold the stamp to a local collector for a modest price.
It was not until 1980 that John Dupont purchased it at auction for $935,000. This would certainly not fall under the classification of useful. Its monetary value far exceeds its utility value. Although it has an intended use, it is not useful. In its lack of utility, it serves as an excellent catalyst for contemplation. This seems to serve the elusive definition of an object of high design. Bibliography/References “Aesthetics. ” Wikipedia, The Free Encyclopedia. 21 Jan 2007, 14:27 UTC. Wikimedia Foundation, Inc. 24 Jan 2007 <http://en. wikipedia. org/w/index. php?
title=Aesthetics&oldid=102214497>. “Design. ” Wikipedia, The Free Encyclopedia. 16 Jan 2007, 21:50 UTC. Wikimedia Foundation, Inc. 24 Jan 2007 <http://en. wikipedia. org/w/index. php? title=Design&oldid=101185572>. “Stereotype. ” Wikipedia, The Free Encyclopedia. 21 Jan 2007, 21:49 UTC. Wikimedia Foundation, Inc. 24 Jan 2007 <http://en. wikipedia. org/w/index. php? title=Stereotype&oldid=102293500>. “Miller Lite. ” Wikipedia, The Free Encyclopedia. 23 Jan 2007, 21:06 UTC. Wikimedia Foundation, Inc. 24 Jan 2007 <http://en. wikipedia. org/w/index. php? title=Miller_Lite&oldid=102748253>.
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