Free Essay

Advertising Critique

In: Business and Management

Submitted By Arawji
Words 1603
Pages 7
Captain Morgan’s is an infamous brand known around the world due to their impressionable and savvy marketing schemes. Captain Morgan’s advertising campaign called “Got a Little Captain in You” uses a variety of promotional tools to create brand exposure allowing for all messages to be linked together (O’ Allen, Allen, and Semenik, 2011). Captain Morgan utilizes promotional tools such as: advertising, sales promotions, point of purchase advertising, social media, billboards and branded entertainment. The implementation of these tools by Captain Morgan in their campaign helps to create an integrated communication strategy; speaking consistently with one voice all the time delivering a consistent message. In this particular campaign the primary message conveyed is that “Captain Morgan drinkers, who evoke the adventurous, fun-loving and irreverent spirit of the Captain, can create the unexpected spark to transform everyday moments into extraordinary experiences” (PR newswire, 2011). Suggesting that to have a little captain in you, a characteristic many would desire, you must do something unique to bring out a spark of mischievousness fun (PR newswire, 2011). Every Captain Morgan commercial ends off with the men in the commercial striking the Captain Morgan pose; standing proud, chest out, left leg up and a smile on their face and their famous got a little captain in you tag line (PR newswire, 2011) Further enforcing the pride that comes along with consuming their product and partaking in mischievous acts. They have a consistent personality, in the form of their famous pirate, who shows up in every type of promotional tool. Furthermore, the consistent message of having mischievous fun and creating memorable experiences each time one goes out is something that is extremely well received by it’s viewers. Regardless of the type of media Captain Morgan utilizes, they have a consistent theme in which the audience is able to immediately distinguish that it is a Captain Morgan’s commercial. The target market that this campaign wants to reach in Canada is aimed at young, urban-swashbuckler men (Crosariol, 2011).

The commercial “how do men sneak out for a night out to town with their pals” is a humorous commercial, targeting young males who are in a relationship and desperately looking for some time away from their women. The men in this commercial use unconventional methods to get away from their wives by making them believe that they are still at home; they will do just about anything to get away. Captain Morgan appeals to young males who connect with this commercial because they find it entertaining, drawing in their attention by using humor. Using attractive women and average looking males is a tactic that Captain Morgan employs to allow males to connect with this commercial on a personal level. By having average looking males associated or involved with attractive females and having them enjoy an amazing night out with friends, suggests that this lifestyle is easily attainable. Capturing the audience’s attention by using unusual methods allows for this brand to break through the clutter, which, in return gives them a unique selling proposition. This commercial draws upon the stereotypes that men are actually not a smart as women even though they think they are. Men want to wake up the next morning and tell their friends about the genius plan they came up with so that they can all laugh and share experiences. The decision to use this commercial on television is appropriate because it engages the audience and depicts a lifestyle in which the majority of males would desire. The way in which they use actual people and visuals is a suitable tactic as it ensures a humorous picture is painted.

Captain Morgan’s marketing strategy enables them to illustrate a lifestyle that appeals to a large number of people. However, a dilemma that arises is the inability to control who their audience is, thus, the issue of increased alcohol consumption by youth becomes a reality. An article called the Effects of alcohol advertising exposure on drinking among youth states that youth who are exposed to greater advertising on alcohol tend to drink more each year (Snyder, Milici, Slater, Sun, & Strizhakova, 2006). “Diageo spends 13.9 million dollars on advertising and each additional dollar spent on advertising expenditures correlates to a 3% increase in drinks consumed.” (Austin & Knaus, 2000). An article written by Henry Saffer states that “Advertising creates the impression that, for a relatively small expenditure, young people can psychologically connect to the positive fantasy places, lifestyle and personality characteristics that it portrays.” Captain Morgan’s commercials show that by drinking Captain Morgan’s you are one step closer to living your fantasy of having a little captain in you. Research has linked exposure to portrayals of alcohol use in the mass media with the development of positive drinking expectancies by children and adolescents (Austin and Knaus, 2000; Austin et al., 2000). Captain Morgan’s creates humorous advertising in which drinking, partying, and hanging out with your friends is a way of life. The likelihood of enjoying a night out and telling funny stories the next day increases with the drinking of Captain Morgan’s which, the youth naturally gravitate towards. Captain Morgan’s use of a cartoon pirate at the end of their commercial appeals to underage consumers because pirates are characters that are often imitated by people below the legal drinking age and as costumes during Halloween (Singh Nitish, 2004). Research shows that when advertising with the previous criteria, the consumption of alcohol was higher for underage drinkers. Emotional appeal advertising captures the attention of an audience and it is a major reason why individuals are able to recall this type of advertising (Nora Martin and Diane Prince). The majority of Captain Morgan’s advertising integrates the use of humor making it easier for people to remember the advertising and in return is a tactic that can potentially increase the consumption of their products by youth.

Another promotional tool that Captain Morgan uses is social media. In particular, Captain Morgan has a campaign on Facebook called “one million poses” and each Captain Morgan pose that is imitated a dollar is donated to charity (Figure 1). The reason for using Facebook as a promotional tactic is to create positive word of mouth about the product as well as increase the awareness about their campaign (Sarah M Mart, 2011). Using Facebook allows for this campaign to target their audience members who use social media on a regular basis. Moreover, the use of Facebook allows for millions of people to view the campaign, which can lead to a potential issue. Since Facebook does not enforce or monitor the policy of users who are 21 or older, campaigns marketed on Facebook are accessible to users under the legal drinking age (Mart, Mergendoller, & Simon, 2009). Regardless of their age, any user is able to view this page and it contents that have been posted. Many youth associate drinking with attributes such as friendship, prestige, sex appeal and fun (Grube JW, Wallack L, 1994). For example, when youth see a number of people engaging in entertaining activities such as imitating the Captain pose and consuming alcoholic products, they are more likely to engage in these types of behaviors because it is seen as appealing and fun. Furthermore, in regards to the attribute concerning sex appeal, Captain Morgan has included the use of playboy playmates to help increase awareness about their campaign (Figure 2). Captain Morgan uses the beautiful women to attract a larger scale audience and bring greater attention to their Facebook page. The way in which they utilize these playmates in their marketing strategy has proven to be an integral tool in attracting people, especially males of all ages, to their page. Even though Captain Morgan’s marketing scheme proves to be an effective method in attracting a vast audience via Facebook, it does not grant them the capability to prohibit minors from viewing their ads, thus they may be attributing to the increased consumption of alcohol by youths.

In conclusion, Captain Morgan’s use of Facebook and commercials on television are specific types of media they use to create awareness as well as a favorable image towards their brand. By using these tactics, advertising can create a problem in which these messages are directed towards youth. Recent studies have shown that there is a direct correlation between advertising of alcohol and it’s consumption, which is a problem that society is facing. But in regards to Captain Morgan, they spend a lot of money on advertising as was stated previously and it is most certain that it has the potential to reach young consumers. However in a competitive and fierce market, Captain Morgan has to establish creative advertising messages so that they stand out from the rest of the other alcoholic brands and break through the clutter. They do portray messages in which drinking Captain Morgan’s will create a memorable experience and a fun night out which can be appealing to youth. But regardless of their being a concrete causality between alcohol consumption and adverting, it is undeniable that Captain Morgan current marketing scheme does attract a large audience. It does appeal to the masses that are of age and their current marketing strategy is one that catches the attention of many people. Integrating their marketing strategy is definitely something that Captain Morgan does well as there is a consistent image being maintained. Captain Morgan’s use of personality and visual imagery as an executional framework in conjunction with humor in their campaigns, enables them establish a competitive advantage resulting in a recognizable image.…...

Similar Documents

Premium Essay

Advertising

...Advertising has a great effect on the behaviour of consumers. Basically, the function of advertisements is to make consumers want the products and services advertised. They tell consumers what to eat, how to dress, where to travel, where to shop, how to look, how to feel better, and in other respects as well. In trying to change consumer behaviour, all advertisements aim to increase the volume of sales of their respective products and services. Since they affect consumer behaviour profoundly, consumers who are not careful will be tempted to buy and try out products which come with all sorts of claims. How advertisements influence consumers? Some advertisements are useful, for example, those that tell consumers about new goods and services or those that provide useful information about the things advertised. The main purpose of advertisements however, is to sell to consumers. While advertisements can be helpful, they can also be misleading and confusing. Certain advertisements mislead by not tell consumers much about the product or service. In a few cases, advertisements are deceptive. Others try and make the consumer buy things they do not really need or want. Many advertisements play with your feelings, rather than give useful factual information. For example, advertisements try to convince women that products and services can enhance their looks and make them slim and beautiful, in addition to making them fair and youthful. False and misleading......

Words: 720 - Pages: 3

Premium Essay

Critique

...Below is a free essay on "Website Critique" from Anti Essays, your source for free research papers, essays, and term paper examples. The website I decided to critique is the Wal-mart.com. Wal-Mart was founded in 1962, with the opening of the first Wal-Mart discount store in Rogers, Ark. The company incorporated as Wal-Mart Stores, Inc., on Oct. 31, 1969. The company's shares began trading on OTC markets in 1970 and were listed on the New York Stock Exchange two years later. The company grew to 276 stores in 11 states by the end of the decade. In 1983, the company opened its first Sam’s Club membership warehouse and in 1988 opened the first supercenter -- now the company’s dominant format -- featuring a complete grocery in addition to general merchandise. Wal-Mart became an international company in 1991 when it opened its first Sam's Club near Mexico City. The Wal-Mart incorporators then made a website called Walmart.com where they sell products online to people that prefers to shop that way. Walmart.com feature selections of high-quality merchandise like clothing for children, teens, women and men, electronics, jewelry, shoes, household products, and much more. They also sell class rings via internet to those that want to buy it online. They have ways to ship their products but they first have customers choose a payment method. Their first option is by using a credit card. They have their customers put all their information at first and verify if they accept their card......

Words: 352 - Pages: 2

Premium Essay

Advertising Critique

...Advertising Critique: LibraTech’s eLluminate – The NEW Standard for eReaders MKTG575: Advertising Management DeVry University, Keller Graduate School February 4, 2013 Introduction What makes a good product? This is a question that many companies find themselves asking as they begin market research to uncover new products for their current and potential customers. Is it the quality? The product’s functionality and ease of use? Maybe it is the features and all of the bells and whistles that distinguish a product from its competitors. Perhaps, consumers are keenly focused on unbeatable prices when looking for new products. When companies ask, ‘what makes a good product?’ the answer is simple; a good product consist of top notch quality, user-friendly functionality, product features that are unique and a price point that is often comparable to none. LibraTech’s new eReader is the epitome of a GREAT product. This new eReader has been designed to compete with industry leaders like Nook and Kindle to deliver a seamless digital eReading experience without having to shell out hundreds of dollars. The new eReader features flip-page technology, a vibrant full color display that allows the reader to read any type of book easily from a novel to a travel book in the same detail they would find in the print version. The new eReader is also portable and convenient and can easily fit into a purse or book bag making this product ideal for college......

Words: 2235 - Pages: 9

Premium Essay

Advertising

...Advertising is one of the key marketing communication strategies that can significantly reduce your overall marketing costs and increase sales -- if it's developed, placed, and scheduled properly. What does it take to make your advertising successful? Ask yourself these questions: What is it that stops me long enough to read an ad? What TV commercials do I watch and why? What direct mail do I open? And what are the common elements that they all possess? If you can't define those elements, start paying closer attention. They'll probably incorporate these 6 main elements: Make Advertising PayThe six main elements to effective advertising.1. A headline is the most essential element of an ad.
You've got a second or two to get the attention of a prospect. The message in, and treatment of, your headline will account for up to 70% of the readership of your advertisements. Yet, if you examine the advertising you see in yournewspapers and magazines, you'll find many ads that have no headline. All too often they start off with the advertiser's name or logo -- something the reader cares little about. The best advertising emphasizes the service, not the source.2. Headlines and body copy should appeal to the reader's self interest.
In other words, learn to think, write and speak benefits to your market! Check over your copy. Are you telling the reader how your product or service can help them? Do you use the personal pronoun "you" frequently? Or does yourcopy talk about "we can do..."......

Words: 826 - Pages: 4

Premium Essay

The Critique

...Final Paper Today I will discuss my final peer critique of Aaron, as written and evaluated by me,. As I set and prepared for Aaron’s speech, I notice his dress and demeanor. He appeared well to do with his jacket and slacks. As I further examined him I couldn’t help but notice that he was wearing a pair of work boots. I took this as to be the way Aaron is and nothing else. For if you know Aaron, you know he has a casual attitude and always ready with a smile. Before the class started that day we talked about our speeches and if we could convince ourselves of the topics we had decided on. He seemed a little nervous about his topic because he did not fully agree or disagree with the appearance of tattoos. We talked about both pros and cons of this idea but could not agree on one side. He told me that he had chosen the topic and was going to do what he could to convince us, though you could tell he was nervous. As Aaron stepped up to do his speech, that’s when I noticed his nerves set in on him. He didn’t seem as if he could loosen up and I believe the main reason why was because he wasn’t too sure of his topic. I do believe if he was convinced about it himself, he would have delivered a much better speech. His speech was well organized and prepared and followed the main ideas of what a speech should be, yet he was allowing his nerves to make him loose eye contact. As his speech proceeded Aaron settled down enough to allow his words to flow better. Here is......

Words: 949 - Pages: 4

Free Essay

Critique

...CRITIQUE The following is a critique of the Joomla! User Manual 1.0. The URL of the page is as follows http://help.joomla.org/images/User_manual/user_manual_v1%200%201_10%2021%2006.pdf. This a critique of the installation portion. It also covers some features of the Joomla! Installer that is based on browser and the Manual Installation. The links for these are http://help.joomla.org/content/view/39/165/ and http://help.joomla.org/content/view/40/132/ respectively. Only recently, I installed the software Joomla!. At first I tried the “easy browser install”. But I couldn’t do it and I failed. I then tried using the manual for instructions to help me to install the software. But, the installation procedure through the user manual took me over 15 hours. I later realized, it was not entirely the mistakes of the install process of the software due to which I consumed so much time, but rather the user manual was fairly out-of-date, deceptive and deficient. Overview: • The first and major fault with the document was that it was a “fair weather friend”. If everything operates smoothly, then you rarely need to consult the installation portion. But if some trouble arises, the user manual is ill-equipped to handle it. A quick scan of the Installation part of this manual gives the idea of many users who are having trouble installing the software because they have broken and incomplete installs. • The attempt of the manual to make itself user friendly is actually a drawback for it.......

Words: 985 - Pages: 4

Premium Essay

Critique

...Critique of Research Article Name Instructor Unit Date Medical articles can be well analyzed based on the content, the reputation of the authors among other useful information. However, it is paramount that evidence based practice (EBP) be adopted when analyzing an article. According to Sackett et al (1996, pg 71-72) “Evidence based medicine is the conscientious, explicit, and judicious use of current best evidence in making decisions about the care of individual patients”. The best available and current research is utilized in making a judgment about the article in question (Drisko and Grady2012). The research article, Healthcare Providers’ Intentions to Engage in an Interprofessional Approach to Shared Decision-Making in Home Care Programs: A Mixed Methods Study by Legare et al., presents views of the healthcare providers in the implementation of the interprofessional approach to shared decision-making (IP-SDM). In addition, it evaluates their intention for engaging in the program. The IP-SDM program has been gaining popularity in Canada but it is yet to be incorporated into the healthcare system (Reeves et al., 2008) Interprofessional approach entails the engagement of different professionals within the healthcare system, where all contribute towards the achievement of a common method of patient care. In addition, the aspect of shared decision-making entails the development of a system that involves the patients in determining the type of treatment that is......

Words: 4221 - Pages: 17

Premium Essay

Advertising

...ad ‘Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor’. (Philip Kotler, et al., Principles of Marketing, 2002). So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. Dedicated advertising companies exist with enormous budgets running into millions of pounds which make advertisements for their clients. Advertising also plays an important role for the capitalist economies. ‘Advertising enables producers to expand their markets and therefore take advantage of economies of scale to reduce unit production costs’. (Chris Hackley, 2005, Advertising and Promotion). Through the use of advertising producers are able to sell large stocks of goods that they produce and create demand for new products and offers. Advertising benefits consumers since they enjoy lower prices and a better product quality, since the competition that advertising creates acts in the interests of the consumers. • Advertising has played a major role in consumer marketing, and has enabled......

Words: 7825 - Pages: 32

Premium Essay

Advertising

...ADVERTISING  AND  PUBLIC  RELATIONS   1     READING  1:   Introduction  to  Advertising   Defining  Advertising     • Advertising  is  the  structured  and  composed  non-­‐personal  communication  of   information,   usually   paid   for   and   usually   persuasive   in   nature,   about   products   (e.g.   goods,   services   and   ideas)   by   identified   sponsors   through   various  media.       Key  Points  from  the  definition:       1. Advertising   is   a   type   of   communication—a   very   structured   form   of   communication—employing   both   verbal   and   non-­‐verbal   elements   that   are   composed   to   fill   specific   space   and   time   formats   determined   by   sponsors.     2. Advertising  is  directed  to  groups  of  people  rather  than  to  individuals;  it  is   therefore  non-­‐personal  or  mass  communication.       3. Most   advertising   is   paid   for   by   sponsors   except   those   public   service   announcements   that   are   carried   at   no   charge   because   of   their   nonprofit   status.     4. Advertising   is  ...

Words: 2707 - Pages: 11

Premium Essay

Advertising

...Advertising Executive Summary Islam is one of the most widely practiced religions in the world and can be found in many different regions throughout the globe. With such a large, widespread following these populations cannot be avoided by marketers. Firms selling product globally, especially in Muslim-majority countries, need to be aware of the norms and regulations in these nations and adapt their advertisements accordingly. This can pose a real challenge, even for large multinationals, as we will see throughout the remainder of the report. Additionally, regulations found in one Islamic nation can vary greatly in comparison to the advertising styles in another. Each country is different and although many nations are Muslim-majority, such as Saudi Arabia, Iran, and Indonesia, they all have varying practices and rules and cannot be treated as one in regards to advertising. A firm must tailor their marketing style to each individual nation while respecting and acknowledging their religious practices. As far as recommendations for marketers, they will need to be tailored to each country individually, but in general it is important to embrace the Islamic religion and integrate the brand into Muslims’ everyday life while taking care to respect their beliefs and practices. Islamic nations are said to be “the next frontier” of advertising, so it is essential that large firms and their agencies take note of these norms and regulations and use research and knowledge to......

Words: 1842 - Pages: 8

Premium Essay

Advertising

...Advertising restriction of alcohol in UK and the governments control Over the last few years, it’s obvious that an appropriate restriction of alcoholic beverages advertising should be adopted in the UK. Alcohol harms to stomach, liver and nervous system, but may also lead to the rising criminal rate and be threaten to human safety. Therefore, advertising of alcohol seems to be a factor of the phenomenon. Even some domestic doctors have announced that they appeal to ban those advertisings. (Anaya Mandel, 2010)This essay discusses to what extent the advertising of alcohol should be qualified under the circumstances that the UK alcoholic beverages sector has gained stricter guideline. Above all, it gives a overall view of alcohol in England and then shows whether the restriction should be done and how extent it should be done. Third, it also analyzes that any government can control advertising. Furthermore, the essay draws a conclusion about the action of alcohol advertising restriction and the government control. England, as a long history of spirits culture approximately 1000 years, has developed a culture of “pub culture”. Local people will go to the pub to have some drinks and chats so as to the annoyance all disappeared. More specifically, the traditional drinking culture has became a rather habits and customs of vital importance. However, the restriction of alcohol advertising was serious in recent years. It’s a question should be considered and discussed. The......

Words: 1020 - Pages: 5

Premium Essay

Advertising

...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line......

Words: 3072 - Pages: 13

Free Essay

Critique

...Mobile health or mHealth is a technology that concerns about health objective. It is a health service delivery in mobile phone. Most people usually have their own phone. They use their phone to play game, send message, call someone or use their phone for their health. This essay is a critique to “Mobile technology is changing healthcare in developing nations” by Puddak Thomas published in Berkeley Science Digest on December 23, 2012. This paper criticize the weakness of the essay, which is the usage of SANA, and the two fallacies, which are appeal to the crowd in paragraph two and non-sequitur in paragraph five.         Firstly, the omission of this article is the writer did not show a method of SANA. It is a tool that uses video, image and text for helping people, and people are able to download it for their health. Sana is a cell phone facilitated clinical information system that connects community health workers and medical specialists (Behar, 2012). Author wants to demonstrate that SANA helps people, but he did not tell the readers how SANA saves people life. One study shows that SANA collects data and interviews the patient through the clinical protocol by healthcare workers. When the data is collected and uploaded, the partner hospital’s doctors will read the information about the patients and make an effective diagnosis recommendation for the patients. If the doctors has a question, they are able to ask the patients by using SANA application (Dmjue, 2014). According......

Words: 1135 - Pages: 5

Premium Essay

Critique

...titillate  and  amuse  citizens,  rather  than  inform  and  mobilize  them  for  reform.  The  constant  barrage  of  media  exposés  reinforces  the  “politics  of  permanent scandal,” where there is unending controversy and frenzy on the political stage but not  much  substantial  reform.  Instead,  scandals––just  like  elections––become  an  arena  for  political  struggle among elites, rather than a venue for mobilizing the public to push for change. 9 The danger,  as a Hungarian scholar writing about the Balkans put it, is that “when everyone cries wolf, the public  loses all interest in accusations of corruption and normalizes it. The very high level of government  corruption becomes a normal fact of life.” 10  More radical critiques of the media, on the other hand, say the opposite: that the media, far  from being hypercritical, actually rarely perform their watchdog role or question the existing social  order. Thus, they wonder whether the media’s purpose and organizing principle ought to be based  on what they do NOT do most of the time.11 The watchdog doctrine, after all, dates back to an era  when  the  “media”  consisted  largely  of  small‐circulation  and  largely  polemical  newsletters  and  the  state  was  dominated  by  a  landed  aristocracy.  The  argument  then  was  that  private  ownership  4  protected  the  press  against  state  intervention.  But  private  ownership  has  not  shielded  the  press  from  market  pressures, ......

Words: 11805 - Pages: 48

Free Essay

Advertising

...The Impact of Advertising on Attitudes in Belize Introduction Advertising is a vital component in the economic development and progress in countries all around the globe but most of all it has become the mainstream and biggest promoting tool of any industry. According to William M. O’Barr (2000), “Advertising is a complex phenomenon — intimately tied to society, culture, history, and the economy — that defies any simple or single definition. Some aspects of it are universal, whereas others are culturally specific. It is personal salesmanship transformed into mediated communication. It sometimes provides new information, often cajoles, and always attempts to persuade. In addition to selling messages, it encodes cultural values and social ideals. And depending on your point of view, it is a positive or negative force in society and the economy.” (What Is Advertising?, 2000) As stated in O’Barr’s definition of advertising, it has the power to manipulate the economy, society, culture, and the political system. Globally, advertising serves the purpose of promoting products and services, and business. Modern inventions and creations are becoming popular through advertisements. In addition, the economy becomes stronger because advertising stimulates the demand for products and services. Therefore, consumers buy products and seek different kinds of services because they have seen it on television, in the newspapers, magazines, through the use of technology and even word of......

Words: 570 - Pages: 3