Surrealism in Advertising; How Beer Became Beer!! Essay Example for Free

Surrealism in Advertising; How Beer Became Beer!! Essay The intention of this essay is to analyse surrealism in advertising and apply the theoretical background of it and the psychoanalytic theory to a 2003/2004 campaign for Tooheys Extra Dry beer, made by BMF Advertising agency. The essay will try and isolate the surrealist appeal and other factors behind this campaign and explain why and how this campaign became one of the most talked-about advertisements and won the gold in Creative Planning Awards as well as silver in Advertising Effectiveness Awards in 2004. Surrealism and Advertising For the description on surrealism and its theories see appendix A. The Product. The product is beer. However, Toohey’s Extra Dry (TED) is different from other beers in many ways. Its packaging is different from other beers in its clear and tall bottle (not dark and wide as other beer bottles). It has a green label that is glued to the clear bottle diagonally instead of in a strait manner and big white dynamic letters stating the ‘Extra Dry’ brand. It is a very young brand, first brewed in 1994 instead of 18xx as other beers. However, its most distinguishing feature is its taste; it is much lighter than other beers. TED is not bitter and it is more like other RTD drinks than beer. The Campaign Tooheys Extra Dry (TED) was a growing brand, even before this campaign was released; however its growth was because of its sub premium price (Nicholas 2004). The clear, tall bottle and an easy taste of the beer could have helped, but it was believed the brand can do better. Previous advertising of TED abided the prevalent beer promotional models throughout the world, the core market being pub going males. The prevailing message was â€Å"have a go at it†. The advertisements were of weir accidents of men who did not drink this beer, and the endline was â€Å"don’t die wondering†. The research done after the campaign proved that the idea was not very successful, however the core problem was the strategy. TEDs positioning was between mainstream beers (Fosters) and premium (Heineken). Its appeal was later described by a young participant in a research group: â€Å"I like Tooheys Extra Dry. When you walk into a party carrying a six pack you don’t look like a scab [by drinking mainstream beer] and you didn’t look like a wanker [by drinking premiums]† Anon. cited in Nicholas (2004) P1 It became apparent that their target audience were young adults who like taking risks. Putting that into the account, the resulting campaign, aimed at people in their early twenties, tried a different approach. It involved an enticing product attribute that was unique, cool and youthful. The new campaigns objectives were: -Establish a connection with 18-24 years old audience -Extend the brand throughout the Australia, mainly Sydney, Perth, Melbourne, South East Queensland and other areas. -Maintain the price premium while achieving growth and increase the profit As previously mentioned, the taste of this beer is the biggest distinguishing featureits the unique selling point. By not emphasising that on its previous campaign, they have not established a truthful distinction and therefore failed. The new campaign strategy was to find out the usual dissatisfaction young (18-24) people have with beer. RTD drinks (ready-to-drink: drinks that are already mixed with spirist, for instance Smirnoff Ice, WKD, VK etc) have been becoming more and more popular and have taken some of the market away from beer. As a result, key dissatisfactions with beer were isolated in a research study. The results were: -Beer is associated with â€Å"old† masculinity i. e. Dad in a pub with his mates -Beer slows you down – it makes you fat and slow -Beer has a bitter taste – it makes it hard to drink in today’s environment that is more focused on sweeter drinks and foods. On the other hand, TED was perceived as a modern drink, drunken by men and women. It is also less filling and therefore does not have the same effect as other beers. Its lack of bitterness is its main feature and is easier to drink. This insight is what led the new campaign. The target audience was set to 18-24 olds as opposed to previous 24-29 year old adults. The goal was to change what the target audience thought of beer and establish the brand not only as the best beer, but the best alcoholic drink altogether. The campaigns proposition was that because of its unique brewing process as little of negative effects from beer can be present (mostly beer breath). This is how the campaign slogan came to be as – clean, crisp taste. This also resolved the key dissatisfaction the target market had with beer. Because of the crucial distinguishing features this campaign had to represent, a special tone of voice was consisted out of three major components. The first component was the youth fun feel that had to be established – therefore party imagery was selected. The pace of the advert had to b just right – a mixture between clubby and pub-like (spirits vs. beer). The next important thing was for the marketers to establish a ‘cool’ feel, youthfulness etc). This is why they used the soon to be famous music track. The commercial The commercial is of a tongue that leaves his owner and goes to search for a tasty beer while its owner sleeps. It goes past several dangers until it finally finds the beer at a party full of young people. It takes the beer and brings it back to his owner. Two posters and a radio commercial were part of this campaign as well. The posters and a detailed description of the commercial can be found in the appendix B. This product has only one memorable utilitarian benefit and that is its light taste. That is why the taste was the focus of this ad – symbolically represented by the tongue, which is the central figure in this add. With the tongue representing taste, this campaign did not state the facts clearly, as in: â€Å"TED has a light taste you will enjoy† but rather used imagery to reflect the product attributes. This all is typical for many surrealistic commercials, as well as the ‘hazardous odyssey’ aspect of it. The tongue was running away from the cat, got almost run over by the car and stomped on the dance floor. It’s blending the real and unreal; the real being the party and the people’s behaviour – and the unreal is obviously the renegade tongue in search of a beer. As previously mentioned, the main target audience was to appeal to young audience; therefore the surrealist appeal was chosen wisely, because of its defiance against conformism (Homer Kahle, 1989). Clubby imagery, music and passionate kissing at the party reinforced this aim. It is generally believed that non-conformism has been the most central aspect of any thing considered as ‘cool’ to the young audiences. Some psychoanalytic theory practices can be detected as well. According to the psychoanalytic theory (Hackley, 2005) and Motivational Research, real buying impulses derive from urges and drives and feelings. The perfect party environment and several sultry images insinuate sexual motives that could hide behind party experiences and alcohol consumption and consequently be the motive for purchase. Another typically surrealist feature is the exaggeration of the human form. The tongue itself is exactly that in this advert, since it can move on its own, is capable of thought and emotion while still remaining just a tongue. The most apparent emotion the tongue portrays is desire. The metamorphosis of the tongue can be explained by the Trickster theory described by Cooper and Petterson in 2000. The tongue would be the trickster; neither good, nor bad but guided by its emotions and desires. This is central to this advert, as it is the desire for the good refreshing ‘clean and crisp’ taste that forces this tongue to take all those risks just to get the Tooheys Extra Dry. The desire is the motivation for the odisseyadic journey. Conclusion The commercial is odd and free from normal association. We do not expect tongues to jump out of out mouths and search for beer. This is the product of the novelty theory assuring the audience will recollect the ad easier. These surreal techniques combined with psychoanalytic theory make the ‘TED wanting tongue’ a hero (survives danger), a partier and a rebel at the same time. The metamorphism and the surrealist technique reinforces the utilitarian claim of the product performance and its claim of ‘clean and crisp’ taste. Appendix A Surrealism is a movement that stared in the early 20th century most acknowledged in France. It is most recognisable by the paintings and other visual representations of it by painters and writers such as Salvador Dali and Bret? n. Surrealists explain the human mind in a manner not before conjured. Andre Bret? ns (1920) definition of surrealism: â€Å"Psychic automatism in its pure state, by which one proposes to express – verbally, or by means of written word, or in any other manner – the actual functioning of thought. Dictated by the thought, in the absence of any control exercised by reason, exempt from any aesthetic or moral concern. † Homer and Kahle (1989) describe surrealism as fee of the stereotyped mental habits belonging to artists and spectator as well. The objects are free from normal association. Isolation, modification, hybridization, incongruity, provocation of accidental encounters, paradox and conceptual bipolarity are the ways through which surrealism achieves the maximum impact. In surrealism, pleasure and free will have total control over everything, including reality. Alcuaz’s (1984) premise is that surrealism as a concept is a state of mind, and attitude and a desire. Magritte, a surrealist painter believed that surrealism is an attack on societies preconceived ideas and predetermined good sence. In surrealism, desire chooses whatever it wants and pleases it; it is not bound by realistic and logical boundaries of perception. Surrealists act defiant to conformism as well. According to Homer and Kahle (1989), advertisers seek surrealist techniques because of their need to gain consumers attention, fuel their fantasies and induce new ways of thinking about previous conceptions. One of the reasons advertising of surrealism works it the so-called novelty theory. Novelty theory is based on the so-called Von Restorff Effect. This basically describes a phenomena that occurs when people are presented with novelty or unexpected items. Their recall of these items was greater and enhanced in the future. Appendix B In the beginning of the ad, we see a young man, sleeping with a woman in a bed. His face is turned towards us. Suddenly, his tongue jumps out of his mouth and embarks on a quest to quench its thirst. It moves in a way that is similar to a worm or a caterpillar. It jumps of the bed and goes down the stairs while being chased by a cat. It narrowly escapes the cat when it jumps through a rail fence and onto a road. While crossing the road it gets almost run over by a car. The tongue then enters a party full of young people. A few shots of the party are shown and we see people dancing and socialising in a crowded house. The tongue is going through the party avoiding being stomped by feet of the dancers. Then it gets stuck on a vinyl player but manages to get off. The tongue successfully manoeuvres past a couple French-kissing and discovers a huge tub full of ice containing several different alcoholic drinks. It manages to get on the edge of the bath and scout the available drinks when it notices a Tooheys Extra Dry on the far side of the tub. After a quick shot of the kissing couple, the tongue dives into the tub full of ice. The underwater environment is clear and crisp. We see the tongue swimming at the bottom of the tub, past many bottles towards Tooheys Extra Dry that is encompassed into ice but still showing its label and the recognisable green colour. The tongue then quickly grabs the bottle much like a python would its prey and jumps out of the tub with it. It then drags it out of the party back to the bedroom and onto the bed climbing back into its owner’s mouth with is main body still wrapped around the beer. This wakes the young man up and he confusingly looks at the Tooheys Extra Dry in his mouth, takes it out and examines the label. The slogan, ‘clean crisp taste’ then appears at the bottom of the screen and the ad is over. Visuals: Source: Source: Nicholas J. (2004) Source: Nicholas J. (2004). These examples used as still photos on billboards and such use surrealistic usage of the product; enforcing the notion of its utilitarian benefit: ‘The Clean Crisp Taste’. References: -Homer, M. Kahle L. R. (1989) A Social adaptation explanation of the effects of surrealism on advertising. Journal of Advertising 15(2) pp. 50-60 -Alcuaz, M. â€Å"Contemporary Idioms of Surrealism. Dreamworks 4(1) pp. 59-69 -Cooper P. Patterson (2000) The Trickster: Creativity in modern Advertising and Branding. Market Research Society Conference. Available at: http://www. warc. com/ArticleCenter/Default.asp? CType=AAID=WORDSEARCH49151Tab=A -Nicholas, J. (2004) Toohey’s Extra Dry – Licking the Beer Category. Account Planning Group Australia. Available at: http://www. warc. com/ArticleCenter/Default. asp? CType=AAID=WORDSEARCH80888Tab=A -Nicholas, J. (2004) Toohey’s Extra Dry ‘Quest’ – Beer advertising that broke the mould. Sales That broke records. Advertising Federation of Australia. Report. Available at: http://www. warc. com/ArticleCenter/Default. asp? CType=AAID=WORDSEARCH85608Tab=A -Hackley, C. (2005) Advertising and Promotion: Communicating Brands. Sage Publications: London.

Female Genital Mutilation Essay -- essays research papers fc

Female Genital Mutilation: Barbaric Custom or Cultural Rite â€Å"I was shaking out of my skin with fear. I sat at Netsent’s head so she couldn’t cry out. The circumciser began to cut with a razor blade. She cut everything: the clitoris, the inner and outer labia. There was so much blood!† This is an excerpt from an article that appeared in Marie Claire in April 2003. The speaker is a girl by the name of Genet Girma, an Ethiopian, describing the conditions under which her sister Netsent was forced to have her genitalia removed. Each year, two million girls undergo the devastating and disfiguring practice of genital cutting (Goodwin 157). Genital cutting, widely known as Female Genital Mutilation (FGM), is the practice of cutting away parts of the external female genitalia. Although many people may see FGM as barbaric and dangerous, most of those who practice it see FGM as a religious rite and as a deeply rooted cultural practice. The three broad categories of FGM are clitoridectomy, excision and infibulation. The mildest form of FGM, clitoridectomy, is the removal of all or part of the clitoris. Excision includes the removal of the clitoris and the cutting of the labia minora. The most extreme form of FGM is infibulation, the removal of the clitoris, labia minora, and the stitching together of the labia majora. Infibulation leaves just a small opening in the vagina for the passage of urine and menstrual fluid, and requires binding together of the legs until stitches adhere. Often the removal of the stitches is part of a wedding night ritual (Taylor 31). If the terrifying nature of the procedure were not enough, the United Nations Children’s Fund (UNICEF) reports that FGM is â€Å"normally performed by traditional practitioners with crude instruments, such as knives, razor blades and broken glass, usually without anesthetics.† The invasive characteristics of FGM and the unsanitary conditions under which it is usually performed can have serious consequences. Pediatric Nursing writes â€Å"FGM may cause numerous physical complications, including hemorrhage and severe pain, which can cause shock, even death.† It also writes â€Å"FGM may create long-term complications resulting from scarring and interference with the drainage of urine and menstrual blood, such as chronic pelvic infections, which may cause pelvic and back pain, dysmenorrhea, infertility, chronic urinary tract infe... ...ce (Ahmad). As WHO has stated, â€Å"We have to realize that female genital mutilation is a deeply-rooted traditional practice. As such, it can only be abolished completely when attitudes have been changed† (Taylor 31). As this statement suggests, there has to be a line drawn in the sand when discussing the practice of FGM. On one side, there are Western idealists who believe that FGM is barbaric and should be abolished, with their own hands if necessary. On the other side, there are the people who believe FGM is a tradition and a cultural rite, one that should be continued for centuries to come. And somewhere in the middle there are those that believe that change must come, but must come only when the countries involved are ready. Change cannot be put upon them. Works Cited Ahmad, Imad-ad-Dean. â€Å"Female Genital Mutilation: An Islamic Perspective.† Minaret. 1 May 2003 . English, Veronica. â€Å"Female Genital Mutilation.† Journal of Medical Ethics 27.3 (2001): 203-205. Goodwin, Jan. â€Å"I Said No to Female Genital Mutilation.† Marie Claire 10.4 (2003): 157-159. Taylor, Vivienne. â€Å"Female Genital Mutilation: Cultural Practice or Child Abuse?† Pediatric Nursing 15.1 (2003): 31-34.

Indian Parliament

PARLIAMENT IN INDIA AND SHORT NOTES ON OTHER PARLIAMENTS By, T. Vishnu, IX A. The  Parliament of India  is the supreme  legislative body  in  India. The parliament house originally known as ‘Council House ‘, founded in 1919, the Parliament alone possesses  legislative supremacy  and thereby ultimate power over all political bodies in India. The Parliament of India comprises thePresident of India  and the two Houses,  Lok Sabha  (House of the People) and  Rajya Sabha  (Council of States). The President has the power to summon and prorogue either House of Parliament or to dissolve Lok Sabha.The parliament is  bicameral, with an  upper house  called as Council of States or  Rajya Sabha, and a  lower house  called as House of People or  Lok Sabha. The two Houses meet in separate  chambers  , in New Delhi. The Members of either house are commonly referred to as Members of Parliament or MP. The MPs of Lok Sabha are elected by  direct election  and the MPs of Rajya Sabha are elected by the members of the State Legislative Assemblies and Union territories of Delhi and Pondicherry only in accordance with  proportional voting.The Parliament is composed of 790 MPs, who serve the largest  democratic  electorate  in the world The Estimates Committee, constituted for the first time in  1950, is a Parliamentary Committee consisting of 30  Members, elected every year by the Lok Sabha from amongst its Members. The Chairman of the Committee is  appointed by the Speaker from amongst its members. A Minister cannot be elected as a member of the Committee and if a member after his election to the Committee, is appointed a Minister, he   ceases to be a member of the  Committee from the date of such appointmentTerm of Office The term of office of the Committee is one year. Functions The functions of the Estimates Committee are: (a) to report what economies, improvements in  organisation, efficiency or admini strative reform, consistent with the policy underlying the estimates  may be effected; (b) to suggest alternative policies in order to bring about efficiency and economy in administration; (c) to examine whether the money is well laid out within the limits of the policy implied in the estimates; and d) to suggest the form in which the estimates shall be presented to Parliament. The Committee does not exercise its functions in relation to such Public Undertakings as are allotted to the Committee on Public Undertakings by the Rules of Procedure of Lok Sabha or by the Speaker. Working The  Parliament of Great Britain  was formed in 1707  Soon after it is constituted, the Committee selects such of the estimates pertaining to a Ministry/Department of the  Central Government or such of the statutory and other bodies of the Central Government as may seem fit to the Committee.The Committee also examines matters of special interest which may arise or come to light in the course of its work or which are specifically referred to it by the House or the Speaker. The Committee calls for preliminary material from the Ministry/Department, statutory and other Government bodies in regard to the subjects selected for examination and also memoranda from non-officials connected with the subjects for the use of the Members of the Committee. The Committee, from time to time, appoints one or more Sub-Committees/Study Groups for carrying out detailed examination of various subjects.If it appears to the Committee that it is necessary for the purpose of its examination that an on-the-spot study should be made, the Committee may, with the approval of the Speaker decide to undertake tours to make a study of any  particular matter, project or establishment, either as a whole Committee or by dividing itself into Study Groups. Notes relating to the institutions/offices etc. to be visited are called for in advance from the concerned Ministries/Departments etc. and circulated to th e Members of the Committee/Sub- Committee/Study Group.The Members while on tour may also meet the representatives of chambers of commerce and other nonofficial trade organisations and bodies which are concerned with the subjects under examination of the Committee, for an informal discussion. When the Committee/Sub-Committee/Study Group is on study tour only informal sittings are held at the place of visit. At such sitting neither evidence is recorded nor any decisions are taken. All discussions held by the Committee with the representatives of the   Ministries/ Departments, nonofficial organisations, etc. re treated as confidential and  no one having access to the discussions directly or  indirectly, should communicate to the Press or anyunauthorised person any information about matters taken  up during the discussions. Later in the light of informal discussions during Study Tours,  memoranda received from non-officials and information  collected from the Ministry/Depart ment concerned and other sources, non-official and official witnesses are invited to give evidence at formal sittings of theEstimates Committee held in Parliament House/Parliament House Annexe, New Delhi. The observations/recommendations of the Committee are embodied in its Reports which are presented to Lok Sabha. After a Report has been presented to the House the Ministry or Department concerned is required to take action on the recommendations and conclusions contained in the Report within a period of six months. The replies of the Government are examined by the Committee and an Action Taken Report is presented to the House.The replies to the recommendations contained in the Action Taken Reports are laid on the Table of Lok Sabha in the form of Statements. While U. S. A’s parliament is called as UNITED STATES CONGRESS The  United States Congress  is the  bicameral  legislature  of the  federal government  of the  United States, consisting of the  Senate, its upper house, and the  House of Representatives, its lower house. Congress meets in the  Capitol  in  Washington, D. C.Both representatives and senators are chosen through  direct election. There are 535 voting Members of Congress; the House of Representatives has a membership of 435 and the Senate has a membership 100. Members of the House of Representatives serve two-year terms representing the people of a district. Congressional districts are  apportioned  to states by  population  using the United States Census results, each state in the union having at least one representative in the Congress.Regardless of population, each of the 50 states has two senators; the 100 senators each serve a six-year term. The terms are staggered so every two years approximately one-third of the Senate is up for election. Most incumbents seek re-election, and their historical likelihood of winning subsequent elections exceeds 90 percent. The  Parliament of the United Kingdom o f Great Britain  is the supreme  legislative body in the United kingdom, British  Crown dependencies  and  British overseas territories.The  parliament  is  bicameral, with an  upper house, the  House of Lords, and a  lower house, the  House of Commons. ]The Queen is the third component of the legislature. The House of Lords includes two different types of members: the  Lords Spiritual  (the senior  bishops  of the  Church of England) and the  Lords Temporal  (members of the  Peerage) whose members are not elected by the population at large, but are appointed by the Sovereign on advice of the Prime Minister . The  Parliament of Great Britain  was formed in 1707. Read also: My Ambition Is To Become a Collector

Marketing Strategies For A Marketing Budget - 1139 Words

Alternate Titles 1. 10 Marketing Strategies to Include in Your 2017 Budget 2. Planning Your 2017 Marketing Budget: Strategies to Consider The budgeting process can be stressful, especially for B2B marketers. With so many options available, it can be difficult to decide how to allocate funds appropriately. Sometimes, marketers become overwhelmed and just base the new budget on the previous year s budget. However, in this rapidly changing world, historical data can be misleading, so it is important to take the time to evaluate the type of return you received from the different strategies that you deployed in the past as well as evaluate new technologies and strategies. Here are 10 strategies that you should consider before you finalize†¦show more content†¦The visitor leaves without initiating the download. You can then create a strategic display ad that will appear on sites that the visitor goes to afterwards that are within Google s network. 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