In her essay “Marketing the Millennial”, Suzy Menkes states that finding a way to reach the millennial is the focus of every smart luxury and fashion brand. The millennial, which were born linked to the world of social media, have different mind sets compared to those of the older generations; therefore ignore the advertisements that are constantly around them. Menkes suggests that to catch their attention, companies need to market through social networks. Since the millennial are so embedded in the digital world, marketing through social networks should be a reasonable solution to catching their attention. Menkes starts her piece by giving the reader an image of how advertisements are currently being shown in media by describing a hair spray commercial. She then goes on to describe a website, Nowness.com, which was created to give a luxury experience online that offered interesting content for the people who are embedded into the digital culture. She asserts that since the millennial are now the target of many fashion companies, they need to find a way to catch their attention since they have different mind-sets and are savvy consumers. She interviews Robert Pole, president and chief executive of Gucci Group, which stated, “We think a lot about the mind-set of the consumers—what are the youngsters doing, does it differ country by country, region by region—we need a deep understanding because this is crucial for the future.”(Menkes 497) He refers to the Pew Research Center that explores the behaviors, opinions, and values of …show more content…
(Menkes 497) Because of the fact that this generation is so embedded in social networks, they are well-informed,
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All this shows that suburban whites tend to associate the trends of inner city poor with fashion, and that the marketing is the biggest link between the two groups. Next, Kotlowitz talks about the advertisement of name brands in these communities. He discusses how people in these impoverished communities are captivated into buying designer Coach wallets, Tommy Hilfiger shirts, and Calvin Klein sunglasses when they see their favorite rappers on magazines and music videos in a Ralph Lauren hat or an
In her essay “Marketing to the Millennials” Suzy Menkes addresses the topic of how old markets should begin marketing their product to millennials. She believes the way to do this is by marketing onto social media and grab their attention through technology. In Suzy’s article she states “Finding a way to reach a generation that is eager to be entertained and informed, yet resistant to the familiar, in-your-face 20th century approach, is the focus of every smart luxury and fashion brand. ”(Page 497)
Nowadays, not only in the advertisement industry, but everything has sexy appealing and everywhere. For example, on television, the internet, magazines and poster. In the article, “ master of Desire: The Culture of American Advertising” Jack Solomon agreed, “ Sex never fails as attention-getter, and in a particularly competitive, and expensive era for American marketing, advertisers like to bet on sure thing” (172). The aspect of advertising can be anything and there are no limits.
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
This demonstrates the primary way to reach the iGeneration, which is through self- actualization. Her personal experiences create an informal tone that the readers can connect with on a personal level and this effectively promotes her argument. These real-life experiences allow the reader to relate to the issue personally and deepen their understanding of the argument. Through Wilson’s experiences, she gains a better understanding of the generation and can appreciate the beauty behind technology. Her change in attitude towards the generation demonstrates that a deeper understanding of the generation is necessary to appreciate the greatness of this generation.
The roaring 1920s earned its name for the enormous prosperity and lively culture it witnessed. In the post war society, the American industry was in need for new markets as its capacity had increased significantly, which resulted in the flourishing of mass production, mass consumption economy. While arguably a stepping stone to the following Great Depression, the rise of consumerism during the era did help raise the living standard of many Americans and bring enormous benefits to investors and had remained one of the most prominent quality of American economy ever since. One of the factors responsible for the rise of consumerism in the 1920s was the drastic advancement in technology development. With new techniques and innovations that utilized
With so many options of items, objects and brands to solve different problems from itchiness, to a fever or headache, to boredom it is easy to be distracted. It is so simple for consumers to get caught up in the hype or buzz of brands and that is what entrepreneurs are hoping for. It is their goal for consumers to be constantly faced with making decisions or in constant view of products and they do and create ways for people to get even more wrapped up in their brands on purpose so that they can promote their products. In her essay, Dye tries to convince business minded people to do more to get their products seen. Dye writes: " insightful companies have discovered that products can be made visible.
In “ Commodify Your Dissent” article, Thomas Frank shows his point which is based on the American cultural ideas in the 1950s. It has a lot of difference between two lifestyles such as fashion, education, and technology. So that, I agree with Thomas Frank’s contention that marketing no longer promotes conformity but, rather, promotes “never-ending self-fulfillment” and “constantly updated individualism” (paragraph 6) because humans’ trends ,interest, and culture is always changes by the time. When the humans ‘ lives develop increasingly, humans ' needs gradually improve. Comparing to 1950s, the technology in modern life is developed significantly, so advertisers also have to change to match consumer trends to get their attention.
Though many biggest names in fashion are older men and women (Karl Lagerfeld, Anna Wintour and the like), fashion advertising and marketing is targeted at young consumers. Models are usually in their teens or early twenties, and especially on magazine covers older models are never seen. The glorifying of beauty and youth is so rampant that it makes it seem like you don’t matter anymore once you are past your peek age of 25. As if you shouldn’t be in the public eye, as if you don’t deserve it – now you have nothing important to offer anyway and no one wants to look at
In this essay I will be discussing how femininity is represented in contemporary advertisements. Evolution of Female Roles in Advertising
Recent studies show how social media is changing industries because of the transformation and modernization of technology use. A great number of articles published in recognized newspapers and magazines talk about the change in advertisements in the luxury fashion industry. In the digital age, advertisements are created so they don’t appear “too slick”, rather “loose and conversational” instead of “structured and professional” (Hope, 2016). This new digital era has changed social media advertising and what consumers are eager to see; photography-based ads reflecting more realness and intimacy (Rothkopf, 2014). Advertising in social media has the task of “[manufacturing] glamour that doesn’t seem manufactured” (Rosman, 2012), giving it the
Social media has not only transformed how organisations engage with their customers, but it has also changed how colleagues engage and collaborate internally. As a result of the growth in social media usage, a lot of organisations currently have a presence of social networking and micro blogging sites like Facebook, Twitter, Linkedin and Pinterest. Social media has long been viewed as a being prominent among young people, a study on digital natives by Friedl (et al ,2010) found that even though young working people prefer digital media in their private lives, the same cannot be said about their business lives. An article on Forbes by contributor Sujan Patel mentioned that as of 2015 approximately 73% of all Americans have at least one social
The article “The Me Me Me Generation” by Joel Stein mentions how Millennials are a self-centred generation who have been raised with many participation awards and parents who mistakenly believed that strengthening their self-esteem was they key to success rather than focusing more on strengthening up their character and skills. Stein mentions that the younger generation lives mostly through screens, whether those on phones, iPad’s, or computers, and believes someway that it is entitled to success without experiencing the rough situations in lifetime. Stein also presented studies showing that the incidence of narcissistic personality disorder among Millennials is massive. Stein concludes the article by mentioning that this has not taken him by surprise, because this began with their parents’ generation, the Baby Boomers, or known as the “Me Generation.” Millennials seek to make their own mark on the world.