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.