Mountain Dew Research Paper Example | Topics and Well Written Essays - 750 words

Mountain Dew - Research Paper Example The advertising campaign of Mountain Dew’s is currently directed at the right market segment in terms of age, since the new campaign targets the teenager consumers to the consumers in their 20s. The ads are made for different mediums including television and radio and a diverse lineup of up to seven celebrities has been used to tailor the appeal to the needs of regional markets. However, the use of celebrities has not been made rightly. For example, as of the year 2011 in Los Angeles, there is a majority of white persons i.e. 71.8 per cent. The second largest population is of the Hispanics or Latinos i.e. 48.1 per cent, the non-Hispanic Whites make the third-largest population in Los Angeles with a population of 27.6 per cent of the total, Asians are the fourth-largest population i.e. 14.2 per cent, whereas the African Americans are the fifth-largest group in Los Angeles with a population of only 9.3 per cent (United States Census Bureau, 2012). Taking these statistics into co nsideration, Mountain Dew should have used a white celebrity in its ad for the audiences of television in Los Angeles whereas it included Lil Wayne in the ad who is an African American. Mountain Dew does not differentiate the product from the competition but the advertising campaigns run in the past have emphasized on the products’ benefits, e.g. â€Å"Ya-hoo! Mountain Dew! It’ll tickle your innards† (Stanford, 2012) and â€Å"Shore as shootin’, there’s a bang in every bottle† (Stanford, 2012). Mountain Dew has taken certain initiatives in the right direction like introducing new varieties and different flavors in addition to the original version in the states. To make more sales, Mountain Dew needs to make new customers without loosing its old customers. There has been a decrease in the percentage of the non-Hispanic consumers of Mountain Dew from the year 2000 to 2012 by almost three per cent. This is a huge loss for Mountain Dew since the whites make 80 per cent of the total population of Mountain Dew consumers. To make new customers, Mountain Dew needs to reflect in its ads that it caters for the interests and needs of people from all races and ethnicities. While there has been a decrease in the population of whites since the start of the 21st century, there has been a corresponding increase in the population of the non-whites in the US in general and the African Americans in particular. By casting Lil Wayne in its new TV advertising campaign, Mountain Dew has provided the African Americans with a means to identify with Mountain Dew, but not the audiences belonging to other races. The ad has been made strategically since it conveys the message in catchy phrases e.g. â€Å"If you got anything from me, it’s to find your thing and do you† (Stanford, 2012). In this sentence, Lil Wayne is drawing the audiences’ attention toward Mountain Dew. To generate a more universal appeal through its campaign, a better approach would be to use multiple stars belonging to different races and ethnicities in the ads meant for all states rather than including a star from a particular race or ethnicity to ensure maximum sale among particular groups within a state instead of everybody in general. This can be achieved by including stars from different races like Lil Wayne and Jason Aldean in the same ad. This

Gender Roles Essay Example | Topics and Well Written Essays - 750 words - 3

Gender Roles - Essay Example Necessarily there exists an attempt -on the individual level as it is evident in Troy’s fatherly affection towards his children and in Bonno’s anxiety that he also might repeat his father’s role- to restore order and peace in conjugal life. Though Troy driven by sexual impulses makes contra-social relationship with Alberta, his fatherly affection and sense of responsibility for his wife proves him to be more of a sensible social being than of a member of the egoist patriarchy. Regarding Troy’s responsibility to his family, Storm (n.d.) says, â€Å"He was not in love with Rose, but felt a responsibility to her† (p. 3). But in the opposite manner, not only the roles of the male characters such as Othello, Iago, Cassio etc in the â€Å"Othello† and attitudes towards women and love, but also the passivity of the female characters depict a male dominated society in which a female figure is shaped according to what the male wants to and women’s voice is never paid heed to, as Desdemona’s true claim about her fidelity and loyalty has continuously been ignored by her husband. Referring to Othello’s ideal conception of Desdemona, Guffey (2005) says, â€Å"Othello had a perception of Desdemona that was altered by the machinations of Iago.   Desdemona contributed to that perception by fulfilling a role that she thought was ideal for Othello.   She wanted to be Othello’s perfect woman, so she portrayed herself as pure and virginal to her husband.† (p. 3). In comparison to Shakespeare’s â€Å"Othello†, the male characters of the â€Å"Fences† are less assertive to be the representatives of modern patriarchy. On the surface level Troy appears to be a bully, but he needs her support. He is not completely haughty; rather he pays heed to her and provides financial help to Lyon. At least, Troy does not hold any patriarchal-idealistic view of women’s fidelity. When he finds his father molesting his girlfriend, he beats his father, not the girl. But it