Transcript Individual Project: Advertising Techniques

Individual Project:
Advertising Techniques
Kevin Brandt
Ewrt 1A
Green washing

What is green washing? Green washing is a term describing the act a company
commits in an attempt to fool the consumer into believing their product is
better because it is eco-friendly.
 Green washing is primarily a means of deceiving the consumer.
What’s wrong with green
washing?
 It is bent on deceit
 It may trick us into
believing a company that’s
terrible for the economy is
great for it
 And a huge problem: once
companies begin to lie,
how can you tell who the
real environmentalist
companies are?
Companies who use green
washing
NIKE
 Nike spends over $1 billion a
year on advertising
 In the early 90’s it was
discovered Nike ran their
factories in over 11 countries
much like a sweatshop
 They forced overtime working
and even subjected their
workers to abuse
 After this became public, they
signed onto an environmental
pact known as Global Compact
in order to improve it’s image
NIKE continued
 They claim to be good
for the globe, but it
remains obvious
they’re not
 They try to cover up
their wrongdoings by
recycling a couple
hundred pounds of
rubber
The World Travel and Tourism
Council
 The council needs proper
environmental policies in order
to stay in business
 Without nice places to visit, no
one would come to their
company
 However further investigation
showed their actions tended to
go to the opposite side of the
spectrum
 It is one of the cases of a loud
bark but no bite, as they talk
more than they actually do
Demographics: advertising to a
target
 Advertising to men,
age 20-30
 In my opinion, the
easiest target to market
to
 It’s simple, and known
across the world: SEX
SELLS! Shocking
right?
Sex sells: example 1
 This ad is for Lavazza
coffee beans
 They use the sex tactic
very obviously and
very openly. They
push the idea that if
you drink their coffee,
you can indulge in
such sexual activities
as the one shown
Example 2
 Another example, this
is a shower gel ad
 By showing a
beautiful woman’s
body, the shower gel
seems like a great
product simply by
association
Example 3
 And finally, the most famous
recently released “sex sells” ad
 Even though Carl’s Jr. and halfnaked car washing don’t seem
to fit, Carl’s Jr. made them go
hand in hand
 Males 20-30 the world around
found themselves frothing at the
mouth for Paris Hilton, and
again by association, a Carl’s Jr.
burger.
Marketing to the teen
The most important part of marketing
to a teenager is keeping up with the
ever-changing trends. For this reason,
there are entire firms dedicated to
researching these very trends.
Alloy Media
 Alloy Media is one of the largest providers
of targeted marketing research in the world.
 Many different companies can access their
gathered information to help themselves
connect with the mindset of a teen. After all,
if you can think like a teen, you can know
what they would buy.
Continued…
 They provide many services such as online
advertising, a wide range of market research
based upon separate specific classifications.
 All in all, firms like Alloy media work with
any willing Marketing agencies, and find a
way to earn the most money they possibly
can.
The End