Tag Archives: marketing

thank you for your insecurities

Take a look in the mirror. What will you cry about today?  Is it your big nose, or those pimples? Not good enough.  How about those stretch marks, or that awful cellulite. While you’re at it, maybe be mindful of those hideous hip dips, or that unattractive hairline. Congratulations, you’ve just discovered some brand new flaws in yourself. What’s that, you love yourself just the way you are? Hmm, maybe take a look at this effortlessly gorgeous supermodel we’ve hired to advertise our product, and all these insecurities are sure to come flooding back. So what’s the solution? Buy our brand new futile beauty product, to fix these horrendous faults in you. Once you’ve bought them, we’ll just point out more and more blemishes in you, so you keep giving your money to us to hide what you cry over each night, while we peacefully sleep in our multi-million dollar mansions, made with your tears and powered by your defects. Whatever your insecurities are, we will always have something to market to you. Thank you, for being insecure.

What you’ve just read is a satirical example of present day marketing and media. In today’s world, there is an array of beauty products in the market, ranging from skin whitening creams to anti-aging shampoo (yes that is a real thing).The idea of spending your hard earned money on something as superfluous as this, is completely barbaric. Yet, somehow their clever marketing tactics have convinced you that if you don’t have the latest Kylie Jenner lip scrub, your life is insignificant. In the patriarchal society we live in, the modern day woman holds herself to incredibly high standards, and resents the fact that every aspect of her life is not effortlessly flawless. Her worth isn’t tested by her qualifications, but by how she looks and presents herself, because god forbid a woman be anything but attractive and perfect.

The millions of creams, gels, and powders manufactured every day are not only made by poor children in third world counties for minimum wage, and tested on animals , but also packed with harmful chemicals like parabens , phthalates ,BHT etc which have been linked to different kinds of cancers, reproductive issues, and even liver damage. Alas, why would billion dollar companies care about any of this when they can successfully alter the perceptions of millions of young, impressionable children about their bodies, so that they hate themselves enough and  are compelled to buy more and more of such products to “fix themselves”.

Speaking from personal experience, such campaigns and commercials slowly chip away at your confidence, and lower your self esteem to an extent from which recovery is difficult. They convinced teenagers all around the world that their knowledge and credentials are worth nothing if they don’t live up to a certain beauty standard.  The idea that if you don’t look like the charming super model, who they so eagerly cast in their advertisements, then your existence is meaningless is genuinely one of the worst things you can ingrain in a young child’s mind.

Is this the best we can do? How can we prevent further damage from happening?  Our main weapon in this fight is education. Educate yourself about what you buy, watch documentaries, and read books to avoid falling victim to such sneaky tactics. Work towards being less materialistic and superficial. Remember, every flaw you point out about yourself means more money for the  corporations living to profit off of your insecurities. So the next time you see such a commercial, pay no attention to what they say , you’re beautiful just the way you are.

BEST ADVERTISING CAMPAIGN OF ALL TIME

Nike: Just Do It – Nike not a very successful brand, was way behind Reebok before the 1980s. It was then, that they thought of coming up with this campaign. The advertising campaign was mainly print and television. The campaign was a huge hit amongst the people, since it was successful in decoding the core problem of runners. Nike earlier had a image of being bought only by marathon readers, it  was this slogan which changed  it’s image forever. All we need in life, is a extra push and motivation to cross the hurdles, and this slogan of Nike though short and sweet, seems to overcome them and make way an direct entry in our lives forever. The words  of the slogan is exactly what we need to keep reminding of ourselves, in every stepping stone. The advertising campaign made Nike jumps the ladders up in a very short span of time, so much so that it landed up selling shows worth $ 9.2 billion in the year 1998.

Absolut Vodka: THE ABSOLUT BOTTLE- This seems to be the longest running   advertising campaign ever, uninterrupted for 25 years .The ad campaign was in the form of  print media .This campaign about an bottle though shapeless, went on to become one of the most popular vodka bottles in the world. From holding, merely a 2.5 % share to almost 50 % of the total vodka bottle share , it has definitely come a long way. The campaign showed us that if we are determined and focused, we can turn the table as they created 1500 different advertisements of one bottle.

Coke:Share A Coke-In one of the most memorable and ground-taking campaigns ,this campaign holds a very special place there. In order to please the masses, Coca-Cola came up printing the names on each of the bottles. The ad campaign was in the form of  print media. This campaign started in Australia in the year 2011, where they chose top 150 most common name and printed them on all the bottles and the cans. This strategy worked wonders for them, as each time anyone bought the can out  of the vending machine, it turned to be a fun-filled move. Later on , they even came up with the idea of getting customized names printed on them, and it went on to become a breaking story in the advertising and marketing industry. This campaign even turned eyeballs of the counter parties, as they tried to intervene by releasing their ads soon after.

Volkswagen:Think Small- This is often referred to as “The Gold Standard”. It’s slogan went on to change the Americans perspective of only going for bigger, longer cars. It’ s slogan changed people’s perspective, over a group of people ,and won  hearts of the people by it’s honesty.

LESSON LEARNT We should always present our brands, being one of the customers. The slogan should be short, simple and catchy. No matter what our problem, we can always make our  product appealing and attractive through the campaign. We should always strive to be different and unique .In order for us to dominate, we should make our own  path and identity. We should  never try to create an artificial picture, honesty is very much appreciated by the customers