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Apr 27

What Happened To Your Face?

Posted on Friday, April 27, 2012 in Gender Blogs section 1

Ashley Judd has received an enormous amount of criticism recently from appearances she has made and pictures that have surfaced of her having a puffy face. She explained that the reasons for her puffy face are because of a reaction to medication that she was taking for a sinus infection and weight gain. Ashley Judd said that the media giving her this criticism is just “a sad commentary on our society’s obsession with appearance.”  After the big uproar about her appearance, she appeared on NBC’s Nightly News and Today show to speak out against the media and to defend herself. Judd even wrote her own op-ed piece on The Daily Beast, which sparked much talk among those who read the article. “We are described and detailed, our faces and bodies analyzed and picked apart, our worth ascertained and ascribed based on the reduction of personhood to simple physical objectification,” said Judd.  “Our voices, our personhood, our potential, and our accomplishments are regularly minimized and muted.” Although at times the media tried to make something good out of the situation by saying she did not have any wrinkles, therefore she must have had some work done; Judd believes that there was “no presumption of goodwill” coming from the media.”I think it’s the objectification of girls and women and this hypersexualization of our society that invites the criticism,” said Ashley Judd.


“I think it’s the objectification of girls and women and this hypersexualization
of our society that invites the criticism,” said Ashley Judd.


Women are constantly being picked apart as to how they look. They might not be the best size, their hair might not be that “ideal” color, or a particular minor flaw might stand out. This hyper-sexualization that the media projects onto society can easily tear someone down.

What is hyper-sexualization?

Ashley Judd’s speaking out and her op-ed piece has turned the media’s concentration to a more healthy topic of women, rather than talking about times they have been criticized because of the hyper-sexualization our society has created. Women cannot get away from being sexualized, it happens everywhere, whether in the privacy of our homes or publicly in the news, advertisements, and other sources of media. The APA Task Force reports that sexualization in the media can occur during any of the four scenarios below:

  • Sexualization makes people look at physical things first and put other characteristics aside
  • When someone’s standards for physical attractiveness is narrow minded
  • Someone is sexually objectified, in today’s case young girls being forced to look older than they really are or for sexual use. These young girls are not viewed as the young girls that they are.
  • When sexuality is forced upon young girls in a way that shouldn’t be.


“We are described and detailed, our faces and bodies analyzed and picked apart, our worth ascertained and ascribed based on the reduction of personhood to simple physical objectification,” said Judd.  “Our voices, our personhood, our potential, and our accomplishments are regularly minimized and muted.”


Non-Verbal Language

Real-Life Ukrainian Barbie Doll

This hyper-sexualization is not something that just happens to celebrities. Most women feel the impact and stress that it causes daily. According to ABC News, even the extreme has been taken by women who have life goals to “become Barbie”. There are a group of women who consider themselves to be “real life Barbie”. The way these women act and dress are forms of non-verbal language that speaks an image. Even in magazines, the way women and young girls are positioned in advertisements can non-verbally suggest this sexualization behavior. In today’s society specific woman features are considered to be more desirable because the media portrays it as the way you should be. When in reality these images are impossible for women to obtain, due to photo editing. In the study Comparing Society’s Awareness of Women: Media-portrayed Idealized Images and Physical Attractiveness, most viewers of advertisements where women were sexualized had an impact on those. The increased amount of sexualization made viewers more aware of advertisements and more likely to purchase the product. The non-verbal communication from these advertisements attracts viewers while sending the wrong message to young girls, teens, and adult women.



Young girls are introduced to sexualization even through their toys, such as Barbie. As mentioned in the video, “Why play with Barbie when you can be Barbie?” Messages like this convey to young girls and teens influence them on how they should act and dress. According to Gendered Lives: Communication, Gender, and Culture, artifacts is defined as objects that define you and create identity. The clothing that women wear attracts viewers because of the form-fitting, low-rise, and revealing dress that we have today. Even Barbie shows young girls how they should dress with her skintight clothing that is very revealing. Being exposed to these types of artifacts at such a young age can end up sending the wrong message to young girls.

What is being done?

The Dove Real Beauty Campaign started in 2004 by Dove to provoke discussion about what society believes is the definition of beauty. In the study, The Real Truth About Beauty: A Global Report, it was brought to Dove’s attention that the definition of the word “beauty” was very narrow and that it needed to be widened. The study found that only 2% of the world’s population of women, ages 18 to 64, would use the word “beautiful” to describe themselves. Of those surveyed from the ages 18 to 29, only 4% would use the word “beautiful”. This is clearly a problem for women of all ages. The Dove Real Beauty Campaign has been in the media for a few years contradicting the whole “sex sells” theory. Their advertisements have been widely popular receiving a lot of positive media attention. Most advertisements are short lived because they are either overplayed or something better has come out to catch an audience’s attention. This was not the case for the Dove Real Beauty Campaign.

In 2011, when Dove conducted another survey, they were happy to see that the 2% that said they would consider themselves beautiful had increased to 4%. This self-esteem motivation campaign has really had a positive impact on those that have been affected by it. There are many celebrities, such as Ashley Judd and Miley Cyrus, that are advocates trying to stop the media from making women think less of themselves. Women need to be proud of who they are and not let the media influence how they think they should be. The non-verbal and verbal communication that women receive from sexualization can be hard for women to deal with. Tearing down one’s self-esteem by displaying images of how you should act or look is not going to make things better.

I think that it is important that marketers especially realize what this is doing to women in today’s society. Taking one small step in trying to change the way someone views an advertisement or news story can truly change society’s perception of how they view women. Women do not need to be inside a box, but be able to be themselves outside the box.


Apr 25

How Do They Know That About Me?

Posted on Wednesday, April 25, 2012 in Uncategorized

Have you ever wondered how the advertisements on Facebook knew what you like? Well every computer has a small file called a cookie, or HTTP cookie, which stores information about all the websites you have visited. There are many different jobs a cookie can do. A cookie may store information about how you like to view a website, the products you browsed on the website, and even the last time you were on a website. Another type of cookie can track your IP address, which is a small number code that is unique to every computer, what time you were on a website, and even what browser you used. According to the article Online Privacy Concerns Associated with Cookies, Flash Cookies, and Web Beacons, cookies were originally introduced to computers and internet to collect your data so when you returned to a website your personal settings were saved.

For myself, when I log on to Facebook my advertisements are either about marketing jobs in Virginia or Greek apparel companies. At first when I did not know why Facebook knew that information about me I was creeped out by the fact they had somehow retrieved personal information. I learned about the cookies in my business classes here at Longwood University and that they were how companies were able to retrieve this information. At times I do still worry about my personal information floating around to other companies, but I also do enjoy the personalization of advertisements on sites that I visit.

Newsonomics calls this type of advertising method “behavioral targeting”. Cookies allow companies to track your buying and searching behaviors, which helps them advertise to you, their consumer. This behavior is sometimes also used to help companies reconnect with those customers that do not visit their site any more or even buy their products.

Now you might be thinking, “Is this an invasion of privacy?” Some people think that this method of advertising is, while others think that it is not since some information they use is information you have publically displayed on the internet. In the article Facebook Gets Personal With Ad Targeting Plan, Facebook is working on creating a new way for marketers to targets their users based on the information that they place on their Facebook page. Facebook eventually wants to be able to predict their user’s shopping habits and posting advertisements of products and services they may be interested in. Other companies such as Google use this type of advertising with the AdWords. Online Privacy Concerns Associated with Cookies, Flash Cookies, and Web Beacons, states that over half of internet users are worried about their privacy with cookies that they are willing to take action, by deleting their cookies, to protect themselves. In the United States there are no privacy laws that cover the internet and other technology. Some states do have laws that protect citizens, but it does not cover companies only the government. Slowly there have been laws created that cover portions of private protection, but nothing that covers internet usage with cookies.

As an avid social media user and internet surfer I do think it is very important for people to be aware of what is going on in cyber space. The Internet technology is rapidly growing and it is sometimes hard for old and new users to keep up to date with it. Cookies were not intended to be a bad thing when created. Sometimes the lead companies to more personal information that you are willing to share with them.


Apr 20

The Social Media Takeover

Posted on Friday, April 20, 2012 in Uncategorized

At home we have a rule that we are not allowed to use cellphones at meal time. My parents basically came up with this rule because I would always bring my cellphone to the table and I could not get through a meal without an interruption. I would constantly be checking Facebook, Twitter, email, and text messages to make sure I was not missing anything that was going on in the world or even with my friends. There have also been times that I have informed my parents and friends of important news stories because I was on my iPhone connected to Facebook and Twitter. I was on Twitter while out to eat for dinner with my parents when I found out that Whitney Houston had passed away. I was also attached to my phone during Midnight Breakfast when the news flew around Longwood’s Dinning Hall that Osama Bin Laden had been killed. During both of these cases various news stories had been posted on different social media sites that their subscribers had read and posted for other to read also. News is constantly at our fingertips and not because everyone is walking around with newspapers in their hands, but because our attachment we have to our smart phones that allow us to stay connected on social media sites.

In the book Newsonomics, the author talks about the Newsonomics Law No. 5: The Great Gathering or as we might call it pulling information from other sources. Doctor uses the example of Larry Schwartz and how he gathers information from various different news sites to create his blog that he has. With the introduction of smartphone and social media this “law” has become more and more popular. Facebook and Twitter are examples of how social media now plays a role in this. Their users collect different sources from news sites or other social media sites and share it with their friends or followers for them to read. Basically your Facebook page potentially has the opportunity to be one large conglomerate of different news sources so your friends can be up-to-date on what is going on in the world around them.

According to an article America’s Digital Divide Closing with the Rise in Smartphone Use, author Paul Koring stated that 90% of young adults have internet access at their fingertips because they own either a smart phone or a tablet. The Pew Center for Internet and American Life reported, “These mobile users go online not just to find information but to share what they find and even create new content much more than they did before.” Teens and young adults are able to use social media sites to gather their news information rather than actually going to popular news sites to find out what is going on. In Technology: At Your Fingertips, the “I want it now!” syndrome is mentioned. With the increase of speedy access to news because of digital technology the number of newspapers printed has declined. The suppliers of digital news now have a competition among each other of who can produce the information faster and better while being successful in what they do.

Ken Doctor sates in Newsonomics, that 75% of the online news industry comes from the online aggregation companies such as Google, Yahoo, MSN, and AOL. With the change in how people receive their news companies need to be aware so they can keep up with society in order to be a successful company. It will be interesting to see what the digital world will bring to us next in the form of ways for readers to get news.

Apr 13


Posted on Friday, April 13, 2012 in Uncategorized

On April 20, 1999, in the small town of Littleton, Colorado it started off as an ordinary spring day, well for most residents. Eric Harris and Dylan Klebold would soon change that for everyone. For almost a year and a half the two friends had been planning a gruesome attack on Columbine High School. On this day their plan did not quite turn out like they had planned. Nothing had gone right. The bombs that they had planted at a near by location to distract law enforcement only ended up setting off a small grass fire, which did cause much damage, and the other bombs that they planted in Columbine’s cafeteria did not go off either. Eric and Dylan did not have a back up plan on how to carry out their objective, but what they then ended up doing later became known as the “deadliest school shooting in United States history until a student killed 32 people, and himself, at Virginia Tech on April 16, 2007”, according to the New York Times.

As the chaos broke out and the media started to pick up on the story the calls started to flood the news stations. It was not just the news media that was getting all different types of reports about what was going on inside the high school, but police, faculty and staff, and parents were getting conflicting reports. All these reports were coming directly from those that were witnessing the chaos that were inside the school. According to the author of Columbine, Dave Cullen, one news station eventually reported for students that were inside the school to turn off their televisions that they were watching or to turn them down to cause less panic among those still inside. No one fully had a true story of what was going on inside Columbine High School. How many shooters were there? Who were they? Were they members of this Trench Coat Mafia that the media was reporting about? The false reporting or the lack of concrete facts was starting to cause more worry among everyone.  It wasn’t until later in the day did more accurate reports start coming in about who the real shooters were. The news media did not have social media or smart phones to rely on for updates. Instead they had to take caller’s word for what they thought to believe what was going on.

Unlike today where we have faster ways, such as Facebook and Twitter, of communicating news, news media outlets did not have this. For a while viewers were taking anything that the news media said as true. With out the reassuring live footage with concrete reports, it is hard for viewers to determine what the facts were and what was not. Today news media does not need to be interrupted with other breaking stories because of social media. Quickly news can be spread through Facebook, Twitter, and trending stories in real time. The short amount of space that these social media sites allows users to post stories do not always have the full pictures allowing for viewers to do more research on their topic or move on to the next story because the 140 characters was all they needed. Viewers of mass media need to be critical of what they are watching. According to the article The Twitter Effect: How Social Media Changes the News Narrative, even some news reporting is solely based on social media updates. Although some people do view as all media reporting as true, not everything is. According to Katie Rogers, journalist for The Washington Post, in her article Va. Tech Shootings: Rumors Spread Quickly Through Social Media, she even states that false reportings were spread through social media about the recent officer shootings that occurred last year. Someone had even posted a picture claiming it was officers casing the campus but later to find out it was from 2007 during the Virginia Tech shootings. A lot of media outlets rely on texts, pictures, or statements sent into the stations in order for them to bring a better understanding or more facts to those watching.

What would have media reporting been like if Facebook and Twitter were in existence during the Columbine shootings? Some already claim that the reason for Columbine receiving as much media coverage as they did was part of the news stations going along with agenda setting objectives. School shootings were peaking during this time. According to the article Media Framing and Policy Changing After Columbine, after viewers were more aware of what was going on more policies were put in place for how schools should deal with school shootings and the media coverage.

The media already had a huge effect of its viewers and how the situation was delivered. Just imagine what it would have been like if social media was in place. According to the article Media Influence and the Columbine Shootings, sometimes the amount of media coverage these tragedies receive allows the murderers to be perceived more as legends rather than who they really were. As viewers of news media we have to be aware of what the true facts are and what the real meaning behind a story is. Not two teens like Eric and Dylan trying to beat those before them in how massive of massacre they create.


Mar 25

Oh, You must be there for Teaching…

Posted on Sunday, March 25, 2012 in Gender Blogs section 1

Longwood University's College of Business and Economics

With graduation coming up right around the corner for me I have been bombarded with questions and statement regarding this important day. Although I do like talking about what I am going to do after graduation there is one comment that always gets me after they find out I go to Longwood University, “Oh, so you are becoming a Teacher?” I know this has to do because Longwood was originally an all girl college preparing teachers, but the looks I get when I tell them, “No, I am actually getting my degree is Business Marketing.” is almost as if they do not think a woman should be entering this field or that a woman can make it in a “man’s world”.

The puzzling looks that I get a lot can sometimes be discouraging but also at the same time makes me more determined to strive to be the best in my field to show them that a woman can succeed in a “man’s world” that this sexist language has created.

After reading the article Why Sexist Language Matters by Sherryl Kleinman it made me want to look deeper into women’s roles in the business world. Over time the male generics of terms such as “businessman” have created a higher male status for occupations or even titles that hold the suffix “man”. When substituting the suffix with “woman”, “businesswoman” sounds like a less important job in the business world. It is hard to turn away from words that have been used for decades because we are so familiar with them. Words that have gendered meaning attached to them such as postman, cameraman, and businessman were generally associated only with males where as the nurturing professions were associated only with females. I know I get really offended sometimes when people use the world businessman when referring to me. I am not a man, I deserve me own title!

This topic of sexist language and what people really think about occupations one should have based on their gender really caught my attention with graduation coming up soon. Although I know that there are successful businesswomen in the world, I wanted to look deeper into the reality of what I was getting myself into. Society is always changing and it is easier to see how roles like this have changed from the past to now, but I also want to look into how it is changing in the future. What do women have to look forward to in a “man’s world”?

According to the article, Ad Agencies Working to Increase Diversity In Their Ranks, many Virginia businesses are trying to focus bringing more women into the work world by focusing their recruiting efforts on women. In the United States, females control 80 percent of the purchases, so why not put them in creative marketing positions that can potentially help attract more women or even to different products. In the article, Women Gain As Men Lose Jobs, women are for the first time starting to be more predominant in the work force. In 2009, women occupied 49.83 percent of the jobs in the United States, but according to Heidi Hartmann, a labor economist, “The change reflects the growing importance of women as wage earners, but it doesn’t show full equality.” Women are starting to occupy more of the man’s world. From the articles above it shows that women really can dominate the business “man’s world”. This is a prime example of why sexist language does not need to exist but terms such as “business professional” should be used instead to not be gender specific. According to Women Entrepreneurs Succeeding in a “Man’s World”, women are considered to be CEO’s in the home every day by multitasking, playing a homemaker, wife, and mother, while being able to balance problem & listening, while also being determined to succeed in what they do. Women are more successful as entrepreneurs than men are which is starting to create more of a market. Women have found their niche in the business world, which has allowed them to have a greater lead in something over men.

Now after understanding more about sexist language through the term “businessman”, I hope you can understand why it should not be used due to the increase of women in the work world. Women are starting to show more and more how they can dominate men in their “man world”. As being someone that is getting ready to enter this “man’s world” as of May 12 it is very encouraging to know that there is a demand for women in the business world and that everything is not always centered around men. I think that this also shows how society can change because of the sexist language that has been created by trying to break out of the box to stereotypical norms of what professions should be attached to specific genders. With the increase of women in the business world it makes me believe that one day that it may be known as a “women’s world” instead, giving them more power and seen to be more successful in business.


Feb 25

When I Was Your Age…

Posted on Saturday, February 25, 2012 in childcon

For most children when they talk to their parents or grandparents, the stories usually start off  with “When I was your age…” or “When I was a kid…” and then go into a long story about how they did not have the technology that is available today. But when we look back on our childhood, we did not have everything that kids do today, but somehow toy companies and marketers were successful when targeting children. Toys did not have the added incentive of when you buy them you also get a special code with which to play a video game online. It is interesting to look back on a popular childhood toy such as the Beanie Baby and  see how almost the exact same product, Webkinz, attracts children and is marketed to them today. Why do marketers feel the need to target children in a new way?

I remember when I was a kid the most memorable toy, or should I say collectable, was Ty’s Beanie Babies. The Beanie Babies did not light up or appear in a virtual game online after buying them, but they were a good toy for children to collect so many only to end up collecting dust and be stored away in a plastic garbage bag and taken to the attic. Beanie Babies had an interesting attraction for children; they were reasonably priced at $5 so children could save their money to buy one, but it also did not drain parents of any cash if they wanted to buy one for their child. Part of the Beanie Baby value was in the very recognizable Ty tag. Most children knew that if this tag was broken, torn, or ripped off, the value immediately dropped, no hope for selling them when you got older! Ty did not have advertisements for children to see on TV or on the Internet.  Instead they were able to attract such a market where they became a hot item. What did Ty and their marketers do then to target children? The unpredictability and rarity of the toy is what attracted children to them and made them so popular. Only a specific number of each were produced, once they were gone they were gone. This allowed the collectables to have some sort of suspicion around them, “Is there a new one?” or “Did one retire?”  Ty had a marketing strategy that is very interesting and unusual, retirement; I do not mean for their employees, but for the actual Beanie Babies.

With the creation of Webkinz, a social media for kids was created and used as part of the marketing strategy to attract children to their product. In the article What Webkinz Can Teach Us About Social Media Marketing, the secret code that comes with every Webkinz has created a “kid-friendly” social networking site. Not only can children create a virtual world using their Webkinz avatar, but they can also communicate with other Webkinz users. The Webkinz online site allows children to partake in realistic activities such as sending their Webkinz to school. Like other social media sites, the users are able to communicate with each other based on the level of restriction their parents give them on the site’s messaging center. Is it because children today are more technology savvy that marketers feel the need to add online interactive games to part of the package deal of buying a toy? According to the article What In The World of Webkinz?, more companies are attaching the online incentive for kids because children today identify more with computers than they do with television. Webkinz also allows children to gain fake money to use in their virtual world by clicking on advertisements that are provided on the site. Children already influence their parents on how they spend their money and, according to the article, Marketing to Kids Gets More Savvy With New Technologies, exposing children to the advertisements available helps contribute to the $1.12 trillion already spent last year by families. Basically, the added technology incentive that Webkinz provides is just another way for them to compete in the already technology savvy world that children live in.

Kids today gravitate to Webkinz because of the online environment they also get to enjoy. According to the article Nickelodeon and Webkinz to Kids: Please Step Away from the Computer and TV, Webkinz is now partnering with Nickelodeon to sponsor The Nickelodeon Worldwide Day of Play. Even these big name companies realize that they have helped create unhealthy kids! During The Nickelodeon Worldwide Day of Play, Webkinz online site will be shut down for 3 hours so hopefully children will enjoy their Saturday outside instead of sitting at the computer or a TV. Also Nickelodeon will be hosting an outdoor event, which is not televised, in Washington, D.C featuring some of their television-hit stars. The reason for it not to be televised is so children will benefit from going to the event and being outside.

Parents should always be aware of what their children are doing especially with the technology world that we live in today, but parents should also be aware of how and why children are being targeted for specific toys. I think that it helps parents to have a better understanding of why their children may be so attached to specific toys and technology. It is not the complete blame of the toy companies, but also the exposure that children have to computers and other technologies. Advertising through television is becoming a thing of the past to grab children’s attention, and online marketing though websites and toys allows children to still control their family’s consumption.

Feb 19

I’m sorry but you can’t wear that to school!

Posted on Sunday, February 19, 2012 in Gender Blogs section 1

According to Sean Artis, a student in the Suffolk, VA school district, “ People express themselves in different ways in school and in the world in general.” For some in the Suffolk County School District this may not be the case any more. The School Board is currently trying to ban cross-dressing in schools because it may be distracting to students and take away from their education. Thelma Hinton, the Board Vice Chairwoman, has brought this issue to the School Board’s attention in efforts to protect students from the harassment that may come from their dress choice. A group of boys at one of the schools were scared to use the men’s bathroom because they were being bullied for cross dressing.

One of the 19 schools that would be affected by the potential cross dressing ban.

When I was at home two weekends ago this story was one of the developing stories for the 5 o’clock news. Not only was my attention caught because of the relationship it had with this class, but I was also drawn to it because of peers I knew in high school and in college that do cross-dress. According to the Virginia Pilot, the ban would include “any clothing worn by a student that is not in keeping with a student’s gender and causes a disruption and/or distracts others…or poses a health or safety concern.” Is this really fair to those that don’t fit in the social norms? Civil liberties and gay rights groups have also brought up the argument that this dress code ban would violate the student’s First Amendment rights. Students, such as Sean Artis, that are friends of cross dressers at school do not believe that their behavior is a distraction to the learning environment.

For some people they may feel more comfortable in the opposite gender’s clothing but at the same time they are completely comfortable with their sex. This situation brings up the concept of Queer Performative Theory with a focus on heteronormativity, challenging what is “normal” and “abnormal” for one’s personal identity (Wood, 2003).  The way one dresses and their everyday practices that are not in the social norms are ways that they can express their gendered selves. According to our textbook, Gendered Lives: Communication, Gender, and Culture, the queer performative theory is basically anything that is not within societies norms and is challenging a societies culture  (Wood, 2003). The act of cross dressing that is causing worry among the Suffolk County School Board may be caused because of the abnormal acts of the students in their society and culture. The potential ban in cross dressing that the school system is trying to pass makes it harder on those students in the school system that do cross dress.

The potential ban that the School Board has presented may allow those students that it effects to feel more discriminated and outcasted in a stage of their lives that is already difficult due to the social environment. Banning cross dressing really might not be a threat to students since they seemed more accepting of the acts from the interviews than the School Board officials did. This shows that the social norms are changing and how what is accepted in a societies culture changes as time goes on.


Wood, J. (2003).  Gendered lives: Communication, gender, and culture. Chapel Hill, NC: Thomson Wadsworth


Feb 7

King’s Court Over Ruled: PEPSI FOR ALL!

Posted on Tuesday, February 7, 2012 in Uncategorized

For everyone that thought Pepsi was only for those who had a young mindset, never fear, but the King’s Court has a new ruling that Pepsi is now for ALL! On Sunday, during the Super Bowl, Pepsi Co. issued a new type of advertisement from their traditional “For those who think young” advertisements, to widen their target audience. The King’s Court commercial goes along with Pepsi’s new slogan “Where there’s Pepsi, there’s music.” Pepsi teamed up with the reality television show,X Factor, with this year’s winner, Melanie Amaro, to show case her talent at the King’s Court. Sir Elton John, who played the King, was the host of King’s Court where he was awarding the winners with a Pepsi can. Melanie Amaro ended up impressing the King with her talent where she was granted a Pepsi, but to the King’s dismay she turned on him and declared “Pepsi for all.” Sir Elton John was this released to the dungeon with Flavor Flave. After watching this commercial it made me wonder “what Pepsi’s goal of this commercial” and “who did it really appeal to?”

The commercial seems to attract an audience that is not completely age, race, or class specific. The commercial states that Pepsi is for all, so no matter their age or race Pepsi will still be a drink for everyone to enjoy. The King’s Court commercial allows the middle class to feel equal to those in a higher class by drinking Pepsi, which seems to only be a drink for the rich and famous. During the commercial the spectators of the performers was a mixed group of people that varied in age and race. This allows the viewers to not be discouraged on buying the drink and that it truly is a drink for everyone.

The message that the Pepsi commercial conveys that Pepsi is already considered to be a drink for the rich and famous, those in a higher class, but it also empowers the middle class to strive to fight the rules and to make Pepsi a drink for everyone. According to the article Visibility versus Surprise, Pepsi Co. is not discussed during pre-game and post-game converstation, but Coke-Cola is ranked number 6 as being one of the most discussed. This could be because Coke has more of a visible presence in restaurant and fast food places, which makes Pepsi seem like it is not available for everyone. An article in BusinessWeek states that Pepsi is working to increase their marketing efforts in order for them to make their product more visible when competing with Coke-Cola. During the commercial Pepsi Co. they do not specify the benefits of the drink and the price. In today’s time consumers are concerned about the health benefits of drinks. Although the price of the drink probably isn’t stated due to the face it varies based on what type of container and size you are buying it in, but since the 12 ounce can was being showcased in the commercial there maybe could have been a way to incorporate the cost.

The Pepsi King’s Court commercial uses a persuasion method of association to make the audience believe that by buying and drinking Pepsi the consumer will then feel as if they viewed with higher class and also those that they associate have high classalso. At the beginning of the commercial Pepsi was only associated with the Elton John and his people, but after Melanie Amaro won the contest everyone was able to enjoy the refreshing drink. Pepsi also used up and coming celebrities in their commercial, such as Melanie Amaro, who before winning the X Factor was just an everyday citizen. This makes the views of the advertisement want to go out and buy Pepsi since they associate it with someone that they saw grow and then become famous.

For those that have not seen X Factor before this commercial really makes them view Pepsi as a product that can be for everyone and not just the rich and famous. Understanding why companies present advertisements to their targeted audiences in the way that they do really makes you view them in a whole new light and able to understand why they did the techniques that they did.

Jan 24

About Me!

Posted on Tuesday, January 24, 2012 in About Us, Section 1

My name is Peyton Nichols and I am from Richmond, Virginia. I will be graduating on May 12, 2012 from Longwood University with a Business Administration degree concentrating in Marketing and a minor in Communication Studies. I am also a sister of Sigma Kappa Sorority where I currently serve as their Sisterhood Chair and I have previously held two other positions, Webmaster and Continuing Membership Chair. After graduation I hope to get a job working with digital marketing and social media.

Over the past years, college has really taught me how to be the best communicator that I can be when in group and one-on-one settings. I have been assigned the lead role in previous group projects where I was given the responsibility to delegate tasks, make sure every thing is turned in on time, and the whole group knew when meetings were and what was assigned due. I was also able to understand the strengths and weaknesses of group members so we could be efficient when working to put together our final project.

As a business major I see on a daily basis many gender norms being tested. Most people think that women should have more nurturing professions, while men should be the businessmen or high executives. Over the years I have seen how the business school has grown on campus, while also having more and more women in my classes. Part of this is because society is starting to accept women more in the business world. To me it is interesting to see the amount of women that are in specific concentrations like accounting, computer information management systems, and management. In this class I want to learn why women strive to accomplish professions that are said to be “a man’s job”. I also want to have a better understanding of gender roles so when I am working in the business world I can have a better understanding for things.


Jan 20

About Me!

Posted on Friday, January 20, 2012 in About Us

My name is Peyton Nichols and I am from Richmond, Virginia. I will be graduating on May 12, 2012 from Longwood University with a Business Administration degree concentrating in Marketing and a minor in Communication Studies. I am also a sister of Sigma Kappa Sorority where I currently serve as their Sisterhood Chair and I have previously held two other positions, Webmaster and Continuing Membership Chair. After graduation I hope to get a job working with digital marketing and social media.

I would have to say the most important media/popular culture artifact that was important to me as a teen was laptop and to be specific iBooks. I went to school in a school system where every teacher, high school, and middle school student were issued an iBook for school use. This allowed us to eliminate having to lug around heavy textbooks to and from school, but able to use a classroom set while in school. Teachers were able to access other websites for students to complete worksheets either at home or in class. This also allowed students to access other learning tools while in school. Since we were able to take home the computers, I know I became more of an avid computer user. My parents did not like this idea because the lack of socialization that I then would have with my parents on the weekdays. When I did have spare time I would spend it in my room on the computer exploring the new technology that I had been exposed to.