Hypebeast No More, My Final Thoughts and Personal Growth

For the past three years of my life, I was a consumer in society that is labeled as a hypebeast. According to Urban Dictionary, "A hypebeast is a slang for someone who is a beast (obsessed) about the hype (in fashion), and will do whatever it takes to obtain that desired hype, and the attention of others." Determined to be "cool," and gain the approval of others, I had fallen victim to the marketing of overpriced brands. Below is the stereotypical image of a hypebeast, and a fashion type of which i used to dress. 

The guy above looks like a total fool, and even worse his outfit costs over $500! Sadly, I used to own almost every single piece being worn in this image. I was falling into the abyss of a compulsive consumer, yet studying media and marketing helped me save my individuality and my money. 

Going into this unit of analyzing media and marketing, I would have never expected it to make such an impact on my life. Before exposing the slick techniques and motives of brands, I was a consumer mindlessly wasting his money on clothes that he didn't really want or need. I learned how the media was setting an impossible, ever-changing standard of cool that I so desperately wanted, but always failed in obtaining. I found myself losing interest in buying the latest sweatshirt or pair of shoes from some exclusive, over-priced brand. It's safe to say that my wallet is going to start getting a lot fatter now that I have broken away from being an obsessive shopper. 

On instagram, I used to follow tons of sneaker and clothing accounts. Every time I refreshed my feed, I would be bombarded by images of new outfits and pieces that I felt the instant need to own. I now realize how badly I was being brainwashed by these effective ads. I had the burning need to fit in, while also wanting to dress and look like I was in a league of my own. Influenced by these ads on social media, I was so concerned with looking "cool," that I allowed this set image to determine how I dressed and presented myself. Now that I know how little these clothing brands matter to my life, I'm not as attached to my social media, nor do I follow such accounts that blast relentless ads onto my screen. After this unit in Critical Thinking, I'm honestly less attached to the media and consumerism as a whole. I'm ashamed that I used to care so much about looking "cool," and even more embarrassed by the amount that I spent in chasing this empty dream.

I am definitely more media literate, and less of a consumer of it altogether. Whenever I see an ad, or even a movie or tv show, I now notice the subtle placements and messages that brands are successfully delivering to the masses. It is vital for people to understand the media, and in doing so won't be as easily influenced by its never-ending advertisements and images. Being media literate, will lead to people transforming into educated consumers. When consumers are educated, they don't allow themselves to make careless and wasteful purchases, or concern their time and money with looking a certain way. The general population is what gives the media its power, when people blindly follow, like, and buy into the trends and products that it shoves into our faces. Learning to detach from media's consumer oriented messages, will build our confidence in and ability to express our own individuality. 

Diving into media and advertisements' deceiving layers, I was able to grow more aware of the way that companies have successfully sent the standards of society. The never-ending quest to become "cool" and "popular," continues to drain people's money on a huge scale. I found that many of my blog entires were influenced by my experience as a mass consumer of hyped brands such as Supreme and Adidas. This media blog has guided my process of detaching from the world and mindset of a hypebeast. I'm proud to say that I've discovered more about my true self, and am not as quick to follow mainstream fads.

Is this Ad Offensive?

     Many city dwellers in NYC are complaining about this aggressive ad that is all over the city. Some have even gone as far as to write letters to Fox executives demanding that all of these X-Men: Apocalypse posters be taken down immediately. As a comic book fan, I know how pivotal this moment is when the villain, Apocalypse, dominates the depicted female hero, Mystique. However, to the millions who aren't well versed in the world of Marvel comics, this picture is simply a muscular man choking a blue woman to death.

     As much as I love superhero movies and the ads that come along with them, I don't think that it was a smart choice to use this particular image on so many posters. In being very knowledgable of the X-Men comic books, I also know that Fox could have easily portrayed a scene of a male protagonist being choked out or beaten down by the villain. This ad radiates a vibe of male-domination, and I don't think that it should be all over NYC. The way people are reacting to the poster, Fox is only losing potential viewers of its latest X-Men film.

     In Miss Representation, the idea of women being inferior to men intellectually in movies was discussed. This ad takes the idea of inferiority to the extreme, and has to depict a muscular behemoth choking a female. While the two characters are clearly portrayed as non-human, the represented genders are obvious. With the title reading "Only the strong will survive," it is being implied that the men are the strong, and the women are the weak. There's also something so belittling in the way that with one hand Apocalypse is squeezing the life out of his victim, while she helplessly struggles for life. The female has a look a powerlessness, while the male a look of dominance.

     In my opinion, it was a huge marketing error to publish this ad all over NYC. For this particular movie at least, Marvel has given its female protagonists an image of weakness and inferiority to male antagonists. With its new movie Captain Marvel coming out in 2018, I'm interested to see how the company will have its latest female protagonist fare against her male nemesis.

Why is Kobe Bryant a Ghostbuster?

   

     Not too long ago, a reboot of the Ghostbusters movie was announced. The twist? This time the lead protagonists will be a team of women. As noted in Miss Representation, women are rarely given educated lead roles in movies that don't revolve around romance and men. While Ghostbusters may not be the most serious of films, it will give a more empowering team of heroines on the big screen for children to look up to. The female team is composed of famous female comedians, that don't act or dress in a sexual way in the ads. It was a bold move on Sony's part to change the classic  team of ghost hunters to females, and it looks as if the company may already be regretting its decision.

     So the question still remains, why are images of Kobe as a Ghostbuster surfacing all over the media? During game 1 of the NBA Finals, Sony aired an ad for its new reboot, but with the Black Mamba himself suiting up to save the day. When I first saw this advertisement, my entire body flooded with excitement. The idea of such a star becoming a Ghostbuster truly hooked my interest in seeing the new movie. However, after the hype had died down, I realized what a sad statement this ad was making. Ghostbusters being remade with an all-female cast has received a very mixed reaction, with many feeling angry with the bold change. To try and counter this negativity, Sony has resorted to using male-only ads to promote the upcoming movie,

     The company is now relying on stars and celebrities to divert its viewers from the reality of the movie's cast being female-dominant. Kobe will not appear as one of the main characters in the actual movie, yet by portraying Bryant as one in the commercial, and immediately cutting to the films release date, many will become interested in going to see it for the sole purpose of seeing Kobe on the big screen. Sony resorting to such forms of diversion shows how desperate the company is to attract consumers to the cinemas to watch its new movie.

     I think its sad how Sony has been so quick to take back the trust it has put in having females as its protagonists. It will be interesting to see how well the remake does in the box office, and how fans will react to the female cast after watching the movie. Sony is smart to be using NBA players to attract male viewers, though I'm not sure how effective it will be in convincing them to say to see Ghostbusters.

The Most Racist Ad of 2016

Damn, Chinese advertising has really crossed the line on this one. Very recently, a detergent company in Shanghai began airing a new, blatantly racist ad. The clip portrays a black-skinned male who is shoved into a washing machine with the brand's detergent, only to come out seconds later a "clean," light-skinned Chinese man. (Go ahead and watch the video for yourself below)

Regardless of your culture or what part of the world you're from, the ad is clearly giving Chinese men the image of being cleaner and super to dark-skinned men. While I don't live in Chinese society, I've still tried to understand the various techniques and appeals being targeted by the detergent company. There is definitely a need for sex present, as suggested by the good-looking young people, along with the whistling and almost kissing. This ad may be suggesting that the product will enable men to achieve some sort of cleanliness that will attract women. I wonder how Chinese civilians view this ad, as opposed to people of foreign countires and cultures. There is definitely a snob appeal that targets not class, but bias towards ethnicity and skin color. I wonder if people in China find the black man being "cleaned" into a good-looking Chinese man is humorous. Although it is impossible for a detergent to change skin color, the ad makes it seem like using the product is a simple solution for women to make their partners become more attractive.

Surprisingly, especially for an ad in China, the clip seems to be empowering women. The fact that the girl had the ability to change the man's appearance, and dominantly force him into a washing machine, provides female viewers with a sense of  liberating strength. In a society such as China's that is notorious for sexist discrimination, such an advertisement will undoubtedly win over female customers.

During a press conference, Chinese Foreign spokeswoman Hua Chunying claimed that the ad was not at all racist, nor did it intend any discrimination toward Africans. She said that foreign media is "overamplifying" the advertisement, and making it more of an issue than it needs to be. While countries and governments do maintain different beliefs, views, policies, etc. from one another, I still believe that the image of a dark-skinned male being "cleaned" into a pale-skinned male will inevitably ignite racial tensions. I'm very interested to see how the controversy over this ad will continue to grow over the media, and how different countries may react to it.

A New Image for Female Super Heroes?

Very recently, Marvel announced that in 2018 it would release its first film in which a female hero would be the main protagonist. Captain Marvel has the potential to paint a new image for cinema heroes, and also provide children a female crusader to look up to, as opposed to dominant, muscular male characters such as Captain America, Superman, Thor, etc. Aside from a poster, very little advertising has been done for the film since its announcement. As summer of 2018 draws closer, more ads and images will surface, but in this blog I will be examining the appearance of Marvel's newest hero. Will Captain Marvel's appearance target the sex appeal of men, or will it be a more modest, empowering figure that will appeal to all genders?

My initial thoughts upon first seeing Captain Marvel's portrayal for the first time: Besides the head, no skin is showing. The heroine's outfit isn't too sexual, despite it emphasizing her large breasts and hips. I can see how the actress' body will attract men, but the costume for Captain Marvel is definitely looking in the right direction. As opposed to Wonder Woman who boasts a fair amount of cleavage, and an incredibly high skirt, Captain Marvel's attire only shows her face. Another point to note is the length of Captain Marvel's hair. The more sexual Wonder Woman has long, flowing black hair, while Captain Marvel's is short, and gives her a more masculine appearance. With a look of confidence (smug grin, and dominant stance), it looks Marvel may finally be delivering a strong, independent heroine that will set a new standard for female cinema protagonists.

In the comics, this character wears a much more revealing costume, and traditionally goes by "Ms. Marvel." The company's choice to brand her with the title of Captain, is another sign of the push Marvel is giving the female protagonist. The company could have easily named the film Ms. Marvel, and decked the character out in a more sexual outfit, but it looks like Marvel has taken the more independent path for this character.

Whether or not the internal qualities of Captain Marvel will prove as empowering for women as her name and appearance can only be determined once the film is released. However, its safe to say that Marvel is beginning to put more and more trust in giving females the role of the main protagonists in its films. Another upcoming Marvel movie that will include a woman as one of its lead roles will be Ant Man and the Wasp. As a diehard Marvel fan, I'm very eager to see how dominant the company decides to portray its newest female additions to the world of cinema super heroes. 

Brand Names' Control Over Society

They're everywhere. Look around you, there's bound to be at least several in the room that you're in. I'm looking at one right now as I'm typing this entry. What is it exactly that's flooded society for hundreds of years now? Brand names. We all have our preferences, Adidas over Nike, Apple over Android, Target over Walmart. As consumers in society, brands are completely unavoidable. Purchasing items from food, to clothing, to household appliances day in and day out causes us to build a natural preference towards certain companies. When shopping, we almost get a sense of comfort and reassurance when we see a name or logo that we are familiar with.

Every single ad technique and consumer appeal is made by these brands. Modern advertising is constantly being defined by the marketing ploys launched by these various companies to prove that their product is superior to that of its competitors. Imagine a world without brand names. Cars on the road would all still look different, but you wouldn't be able to say "There goes a Camaro!" or "Look at that Buick!" One of the most dominant ad techniques utilized by companies is that of testimonial. When people see athletes and celebrities wearing certain brands across all forms of media, we automatically begin to associate quality, fame, and status with those brands. I am positive that if certain brands such as Nike didn't have the star power that they do to back their products, then the prices for their items would be significantly more affordable.

In the Frontline film that we are currently watching in class, one main topic is the idea of what teens think is "cool." Brand names have a profound impact on what teens define as cool and not-cool. Teens wouldn't show nearly as much praise for the Adidas Yeezy, if Kanye West wasn't promoting it on social media 24-7. I definitely would have never purchased a Gucci if people didn't associate the glimmering G buckle with status and wealth. I wish that brands didn't matter so much, yet often times I fid myself getting caught up in the race to look "cool" by buying and wearing certain name brand products.

I guess that in an effort to at least step away from constantly buying brand name clothing, we can look back to Macklemore's "Thrift Shop." Go to a thrift shop, and you'll be spending less money on good quality money. However, this is way easier said than done for most, myself included. I can't remember the last time that I went to a thrift store. People have grown so accustomed to the brands that they use on a daily basis, that its hard for them to break out of their comfort zones. If you're reading this, try out a different brand of a clothing or food the next time you're out shopping, you may be pleasantly surprised. Regardless of which brand we buy from, at the end of the day we're still constantly spending hard-earned money on items that we both do and don't need.

Anti-Cigarette Ads: The Fear Factor

Everyone's seen them. They can be perceived as scary or flat-out weird, but regardless they leave the viewer with a negative, uneasy feeling. Anti-cigarette ads have been on the air since the late 20th century. As technology and special effects have improved in the advertisement industry, so has anti tobacco company's ability to frighten people into avoiding cigarettes. For this entry, I will be examining a tobacco ad on a closer level, to try and find the appeals and techniques being utilized to get the message across.

https://www.youtube.com/watch?v=15Q5qGgfz_Q
I'm sure anyone reading this has already seen the above ad before. The seen opens up with an eerie-looking convenience store. Dark lighting and an evil-looking clown already provide an unsettling feel. The clip seems more like a horror film than an ad at this point. As the customer pulls out his money and id, he guiltily asks for, "A pack of menthols." The cashier looks totally unwelcoming and evil, and not once does smile throughout the entire ad. When he tells the customer that the cigarettes will cost more just the money, the customer conveniently garbs a pair of pliers from his pocket. What young person going to a convenience store casually carries pliers in their pocket? The most cringing moment of the entire ad is the crunching sound of the man ripping a tooth from his gums. The fact that the man so willingly rips out his tooth to get a pack of cigarettes really emphasizes the seriousness of tobacco addiction. The cashier ends the exchange with "see you again," which delivers the idea that cigarette buyers have to go through the same traumatic experience whenever they want to purchase a pack of smokes,

People have the need to feel safe and nurtured, yet this ad makes viewers feel vulnerable and insecure. The FDA closes its advertisement by saying that cigarettes not only costs you money, but also your teeth. While the clip doesn't show the customer suffering from gum cancer, it still rattles viewers with him ripping his tooth out. The image and sound played in this climatic moment are ingrained into the minds of viewers. Personally, every time that I see a convenience store, I now think of the deafening crunch of a customer tearing a precious tooth from his mouth. I urge the reader to watch this ad, even if they've seen it before, and really take in the sound and image of the tooth scene. I personally cannot stand tobacco. If it takes an ad attacking a person's feeling of comfort and safety to end smoking, then I support it 100%.

When Marketing Crosses the Line: Calvin Klein

Recently, underwear brand Calvin Klein took to Instagram to post several images advertising its new campaign "I ___ in my #calvins." The image above is edited, as I didn't want to promote the offensive material found in the actual post. The unedited image on Calvin Klein's Instagram account includes an upskirt shot of the above model's CK underwear. The ad has sparked the outrage of thousands. Usually Calvin Klein's posts only receive about 100 comments, but this post is currently at 2,440.

An ongoing, heated debate has ensued social media over this post. With many protesting this image, a surprising amount are supporting it. The controversial ideas that come to mind are that of sexism, and prostitution. To those angered, the ad is making the model look like some sort of sex toy, and the upskirt angle only catches the attention of perverts.

Calvin Klein has gone all-in for the sex appeal in this ad. The upskirt shot gets the attention of a lot of men, but I'm not sure how this gets women to purchase the underwear. I can't think of many of my friends who would ever post an upskirt shot of themselves just to show off their Calvin Klein underwear. This ad could be trying to meet some women's need for attention. People will take notice if a person posts an image of themselves in their underwear, though I'm not sure if this would give that person a good reputation.

Aside form the obvious angle of the shot, the ad also utilizes subliminal persuasion with the filter and lighting that it uses. To some consumers, their aesthetic sensations may be satisfied by the light, gentle colors of the ad.

I personally am not too deeply enraged by this ad, but then again, I'm not the gender being portrayed. If Calvin Klein wants to continue a campaign that has upskirt shots of women, then I think that they have the right to do so. However, this doesn't mean that I support the ad. I love Calvin Klein's products, yet I don't think that they have to push the sex appeal so hard to sell their products. What this ad in particular boils down to, is those who are sex-negative vs. those who are sex-positive. I'm just interested to see how much farther CK will go in this sexual direction to sell its underwear, the publicity that will generate in response to it.

The Supreme Scheme

For three years, my Thursday morning routine remained the same: Wake up, take a shower, get dressed, eat breakfast, and then sit on my phone with angst. My hands would break out into a cold sweat, anxiously waiting to click the refresh button right at 8 A.M. Like thousands around the world, I had become a slave to the clothing brand Supreme. With  "drops" of new, highly-desirable clothing every Thursday at 8 A.M., thousands sit on Supreme's web store in hopes of being able to purchase just one item before the weekly inventory sells out in a matter of minutes, if not seconds. It was only just recently that I finally broke away from this terrible habit. Now that I am no longer obsessed with Supreme, I've decided to look into how a tiny skate shop in New York grew into the marketing monster that it is today.

Through social media, and skating magazines, Supreme delivers slick marketing that is viewed by millions. All the brand has to do is post a simple image of a model wearing its clothing, and people will immediately begin anticipating the release of the advertised items. Celebrities, rappers in particularly, will post images of themselves wearing the brand, which adds star-power-endorsement to Supreme's already efficient marketing techniques.

Supreme's most successful angle has been its utilization of the time pressure technique. When the brand releases its items right at 8 A.M., thousands rush to add items to their cart, and check out as fast as they can in hopes of claiming a highly-coveted piece for themselves. The problem with this rush is that many purchase things off of pure impulse. Some Thursdays Supreme will only release ugly and impractical clothing, but people purchase it anyways due to the adrenaline rush and focus on simply checking out and paying. Supreme's clothing is overpriced ($50 for average cotton t-shirts, and $140 for hoodies), but people are too focused on buying the item in the limited amount of time that they have, and fail to as themselves if they really need or can afford the stuff they're buying. My wallet fell victim to this panicked rush plenty of times, and this is one of the reasons why I decided to stop purchasing Supreme.

Supreme preys on teens' and young adults' needs for autonomy and attention. The brand has reached the point of standing out in public, and being easily recognized by some. To wear flashy, expensive, and rare clothing makes the wearer feel like a stand-alone individual. Freshman I went through the flashy Supreme phase when I would come school wearing big headbands, and bright clothes that didn't match. Through the media, Supreme had convinced me that I needed to stand out, and that the only way to get attention was through wearing the brand.

For many, buying from Supreme is not only part of their Thursday routines, but also one of the addictions that they struggle with as consumers. For three years, I wasted a lot of the money that I earned on clothing that I didn't need. Seeing this year's freshman class dressing and almost worshipping Supreme the way that I used to provides a fresh perspective to how others must have viewed me last year. I recently gave away and sold my Supreme clothing, and feel no different without the items hanging in my closet. Supreme is a brand that has built such a strong, almost cult-like following, that continues to drink the hard earned money of thousands world-wide. At least now I understand the brand's slick marketing, and have overcome any need to purchase from it. My wallet and I can take a breath of fresh air.

The Evolution of Coca-Cola Ads

It is quite possibly the most popular carbonated beverage in the world. Nearly every vending machine, gas station, and restaurant offers it. When it comes to the media, advertisements for it pop up everywhere. Ever since its birth in 1886, Coca-Cola has ruled the beverage industry.  Being around for 130 years now, I wondered how such a drink has managed not only to remain relevant, but also in high demand. After some research, the answer became clear: Changing and adapting advertising to keep up with modern appeal.

I began with taking a look at the history of Coke's various marketing techniques and appeals. In its early years, one of the brand's main slogans was "Coca-Cola Revives and Sustains." The drink was presented as an energy boost when a person felt tired or sleepy. Marketed almost like medicine, posters claimed that Coke was the "lifter of fatigue" for weary, hard-working men and women. The ads appealed to plain folks, and claimed to provide a simple solution. Any working-class American could beat out exhaustion with a cool glass of Coca-Cola.

A number of Coca-Cola's slogans have centered around quenching thirst. Coke have been advertised for over 100 years as the best way to satisfy the physiological need of thirst. With ads having words like "ice-cold," "crisp," and "refreshing" in bold, one of the company's target appeals is obvious and clear.

Coca-Cola has never shied away from the appeal to an American's patriotism. Slogans such as "Red, White, and You," and "America's Real Choice," attempt to connect to an individual's national pride. The brand has managed to become the number one soda in the country. To some, you aren't completely American until you indulge yourself in a Coke, which goes back to the drink's patriotic appeal and influence. 

An emotion that Coke has been heavily pushing since 2009 is happiness. The motivation behind the ads is to have consumers believe that happiness can only be achieved through drinking the beverage. Some coke posters simply say, "Open Happiness." Again with the simple solutions technique, the idea being communicated is that if you need to feel happiness then simply drink Coke.

With 2015's "Share a Coke" campaign, the need for affiliation was being directly targeted. Commercials would portray a gloomy looking outcast being invited into a lively social group by being handed a bottle of the drink. It was as if the only way to make it into a social would be by getting invited with a bottle of Coke. Consumers began giving bottles of Coke to others, with the name of the recipient printed on the label. Coke was making consumers feel like they had the power to satisfy other's need to be affiliated.

The most recent Coke ads seen across all platforms have made it seem certain things can't be achieved or experienced without the drink. In one commercial, a boy and girl discover true love when they reach for the same Coke can at an amusement park. Another ad has a father and daughter get into an intense fight, yet they immediately make up when the dad gives the girl a bottle of Coca-Cola. The drink is effectively trying to have consumers associate its product with essentials such as love and family. At this rate, I'm truly wondering how far Coke will go to make itself part of Americans' everyday lives, feelings, and conflicts.

"Captain America: Civil War" -The Perfect Storm for Marvel

This past weekend, Marvel released one of its most financially successful films to date: Captain America Civil War. Closing out its opening weekend with a gross of $181 million dollars. With summer hit after hit for the past several years, what exactly has Marvel done to perfect the formula for its movie marketing campaigns? To understand this formula, I have broken down all of the tchniques utilized to promote Civil War.

Social Media- Anyone who watches tv or is on any form of social media has undoubtedly seen advertisements for the latest Captain America film. The constant repetition of advertisements has convinced many not primarily interested to eventually decide to go and see it. By barraging potential viewers with ads across all platforms, Marvel has successfully and forcibly made the movie's prescence know to all of America.

Curiosity- The idea of Captain America facing off against his ally Iron Man is an intriguing one. The title alone containing the words "Civil War," immediately grabs the curiosity of Marvel fans. Questions are raised such as "Why would the two heroes fight?" or "Who will win?" Naturally, these questions can only be answered by watching the film. Through posing a seemingly impossible conflict between two of its most beloved icons, Marvel instantly hooks millions of consumers. Ads pose the question of "Whose Side are You On?", and fans begin to take sides of "team Iron Man," or "team Captain America." However in the end, the true winner is Marvel. Another tool Marvel has implemented to invoke curiosity is by introducing new heroes. As soon as ads were realeased showing the prescence of Black Panther and Spider Man in the movie, even more conusmers, myself included, were immediately sold on viewing on the film. The technique of subliminal persuasion through unanswered questions and intense camera angles is what has made the movie ads so effective.

Collaborations- To further promote its films, Marvel has repeatedly done cross-marketing with other brands and products. By adding exciting images and clips of the film's heroes on boxes of Pop Secret, Pizza Hut, and Kellog's cereals, some fans become convinced that they cannot fully experience the film without consuming these products. While I personally cannot stand any of these fattening prodcuts, the technique has effectively persuaded millions to buy into both products.

Marvel's movie industry has bult itself a marketing empire that is only going to strengthen over the years. As its profits grow, so will its advertising and its effectiveness. As long as there are super hero fans and adults willing to take their children to see the film, Marvel's movie success will remain a constant in the box office. Other film produces need to take note of the techniques that Marvel has mastered so well to promote its movies. What Mavel does have that nearly all others lack, is a legion of loyal fans, myself included, who will always pay to see its films regardless of the reviews.

The Yeezy Effect

Easily one of, if not the, most popular and desired pairs of shoes on the market are the Adidas Yeezy 350 Boosts. What a name. With a fairly simple appearance, I have continued to wonder how Adidas has marketed such a pair so successfully. One main answer comes to mind: Kanye West. A rap icon who refers to himself as a god, Mr. West has a huge fan base, and a following that seems almost cult-like. With some of the world's most popular celebrities including Kim Kardashian, Justin Bieber, and Taylor Swift seen wearing the shoes, the hype and demand only increases. With the demand at an all-time high, and a limited number of pairs produced, Adidas achieves a tight grip over the consumers. Despite having a retail price of $200, the Yeezy's sell out online in less than a minute, and resell on websites such as eBay for over $750.

Through social media, celebrities basically do most of the marketing of the Yeezy for Adidas. On one of Kim Kardashian's Instagram posts, she literally called the Yeezy, "The most comfortable shoe in the world." While this statement coming from Kim holds very little credibility, it was undoubtedly enough to sell at least some of her 68 million followers on the shoe. On another occasion she even posted a picture of Kanye present Obama with a pair of Yeezys! Even the president is now part of Adidas Yeezy marketing scheme whether he realizes it or not. Everyday I refresh my Instagram feed, and am instantly bombarded by a number of posts with Yeezys in them.

As explained in "The Persuaders," the idea that comes with owning a pair Yeezy's to some, is a sense of "community" and/or "transcendence." Seeing highly praised celebrities wearing such a rare shoe, makes some feel that they too can be or feel like these celebrities in some regard if they can get their hands on a pair of Yeezys.

I personally own a pair of Aididas Yeezys, and have been looked at by some as if I have achieved some sort of transcendence. The fact that teens have been brainwashed to such an extent bothers me. When I wear Yeezys in public, kids will asks to take pictures of them, stare with their mouths open, or ask me, "How in the hell did you get those?" Personally, I don't think much of the shoes. They have a simple silhouette, and feel a little too soft for my preference. All in all, social media and celebrities have brainwashed thousands if not millions of people into associating a pair of Yeezys with wealth or status. I'm definitely not any sort of celebrity or extremely wealthy individual, but owning a pair has given me a very unique perspective of the hype.

In the end, I think that it is honestly sad that some people hold such a high regard for a simple pair of flimsy, moccasin-looking shoes. They are stylish, but not worth anything near $750, let alone $200. Kanye West's latest shoe, and all of the hype surrounding them, just how much of an effect media and marketing have on individuals today. Kanye West, insane or not, is a marketing genius, and has capitalized on millions of loyal fans and followers alike.

The Marketing Success of Drake

Drake has done it again. In just 24 hours following his latest album's release date, over 600,000 copies were sold. While many of my fellow classmates probably will, or already have, posted about "Views" or Beyoncé's new album "Lemonade," I decided to take this blog a step further. I looked into all of the marketing ploys and techniques utilized over the years that have built up the rapper's popularity and immense wealth, and ultimately resulted in "Views" overwhelming success.
    
Even before becoming a rapper, Drake was a decently well known actor on the television show "Degrassi: The Next Generation." While I personally am not the biggest fan of the show, through television, Drake was able to establish himself as a face in media before entering the music industry. More recently, Drake signed an endorsement deal with Sprite. Producing several commercials together over the years, the two have had mutual benefit advertising in both televisions an movie theaters worldwide. Just last summer, Sprite produced a line of limited edition cans with some of Drake's most iconic lines on them.

Drake has also pushed his marketing by building a strong association with hometown of Toronto, Canada. He relentless references his home, friends, and family in his music, and also on Twitter, Facebook, and Instagram. Such a rapper who openly expresses his love for family, friends, and home city undoubtedly appeals to some audiences. Drake's strong influence over his media followers has had such an impact, that many now refer to Toronto as "The 6."

Aside from advertising his music, Drake has utilized social media to build his own clothing brand, "October's Very Own." What better way for die-hard fans to show their love for a rap icon, than buy and represent their merchandise. I myself have bought a t-shirt from Drake's website that I wear on a weekly basis. When people purchase Drake's clothing, they post images on social media of them wearing it, others see the items, and then they are urged to buy it for themselves. Brand giant Air Jordan by Nike released a collaboration shoe with Drake's brand. Sneakerheads and Drake fans alike clamored over social media bout when this highly desired pair would be released. When the pair finally released, they sold out instantly, and are currently reselling for up to $1,000. A week before the release of "Views," Drake took advantage of the hype by opening up a pop-up clothing store in New York City to sell apparel. All in all, Drake has capitalized on a fairly simple but effective marketing technique: Design an identifiable logo that people associate you with, then sell products with that logo printed on them .

Months before "Views" release, Drake built fans' excitement and anticipation by releasing ambiguous posts across his social media accounts. As millions were exposed to these posts, rumors about the official release date swirled for nearly a year. Originally titled "Views from the 6," when Drake announced that the album would instead simply be named "Views," the hype for the album grew to the next level. Such a basic title change yielded Drake even more publicity, and possibly more copies sold. In this sense, Drake truly took advantage of social media to market his album long before it finally dropped.

Finally, comes Drake's latest partnership with Apple. The rapper and his marketing team have "Views" "exclusively available on iTunes until May 6." With Apple undoubtedly paying Drake a generous sum of money for this privilege, both sides are benefiting from the rapidly accumulating album sales. With 18 of the album's 20 songs being available strictly for the purchase by "album only," millions are bound to pay $14 to indulge in the iconic rapper's latest tacks. Drake's marketing team have utilized media and partnerships to advertise the rapper perfectly, and the resulting products of incredible success and high profits are only climbing.

My Intimate Relationship with the Media

My Intimate Relationship

by Samuel Edison Lopez
April 24, 2016

     The topic of "What is your relationship with the media?" really got me thinking about how many times a day I casually scroll through my Instagram feed, look through a magazine, watch television, or even read the newspaper. To gain a better understanding of how attached I am to the media, I decided to keep track of how many times I felt the urge to access any form of it. By the end of Saturday (April 23rd), I had exposed myself to the media 40 times. That morning, the first thing that I did when I woke up was refresh my Instagram feed, and check my emails. One of the new emails that I had received had an ad promoting Team USA's 2016 Olympic Swim Team. At that moment, I had the urge to go swimming, as if one day of working out in the water would make me in someway similar to the glorified atheletes. As the day progressed, if at any moment I found myself board, I would immediately open up my phone and check my social media as if by instinct alone. The same thing happened while I was writing my term paper for Mr. Wong's class. I would begin to feel bored rather quickly, and my attention would quickly shift from my paper to my phone. I finally had to tell my mom to confiscate my phone for me until I was done working, and only then was I really able to complete my paper. By the end of the day, I had accessed the media a total of 31 times. This numbered really bothered me.

     After realizing how many times a day I access media, I started to wonder how many times a day people in general access the media. I'm sure that teenagers are more likely to feel such an attraction to the internet as opposed to people in their 50's or 60's. What I also wonder, is how children are starting to gain access to media at younger and younger ages. Surely being glued to your phone or evenly briefly checking it 30-something times a day must have an effect on how we interact with others face to face. I realized that the images the media puts in my face definitely has an impact on what activities I want to do, or what image I wish to obtain. I believe that media is affecting society today in more ways than we realized, and that most Americans have developed a somewhat intimate relationship with their phones and other technology that provides media access.