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Example research essay topic: Tiger Woods Soft Drinks - 1,301 words

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Sprite Obey Your Thirst In todays consumer driven world, advertising is the shining light that leads us to the right product for us. Everything is advertised, from underwear to three piece suits, from cologne to television sets, from charity events to rock concerts. These adverts are not only telling us about the product, but also telling us why we want the product. As Jack Solomon states in his essay, Masters of Desire: The Culture of American Advertising, Advertising campaigns are not sources of product information, they are exercises in behavior modification. Nowadays with the rapid turnover of ad campaigns, the people creating them are pressed for new ideas. They realize that the consumer is smarter and more selective of the product he / she buys.

The Coca-Cola company is the leader in soft drinks, spending million annually on adverts, trying different strategies of advertising with its different subsidiaries. Sprite, one of the subsidiaries, puts a new spin on the tried and tested method of playing to the dualistic nature of the American Dream and the consumers subconscious desires. By promoting itself as nothing but a great tasting beverage, Sprite relies on our desire for honesty and communal egalitarianism to sell its drink. The first thing that strikes you when looking at this particular Sprite ad is simplicity of it.

The only color on the page belongs to the Sprite bottle; the rest of the ad consists of writing in different fonts. There is a dotted line surrounding the bottle and the words in bold Does Sprite really refresh me? I dont know. Ask my agent, indicating that this portion of the ad should be cut out.

There are also instructions beside the bottle to CUT [IT] OUT AND PLACE OVER A PICTURE OF ANY MEDIOCRE ATHLETE HOLDING OUT FOR A $ 100 MILLION CONTRACT. SPRITE WONT BE MORE REFRESHING, BUT ITS CHEAPER THAN ACTUALLY PAYING THE BUM. IMAGE IS NOTHING. THIRST IS EVERYTHING. OBEY YOUR THIRST. The lack of color surround the actual bottle itself indicates that there is no hoop-la surrounding this drink.

The background is plain and white, creating an atmosphere of calmness, order and purity about the drink. In essence you, the consumer should have a clear head when making your choice on Sprite. In a world that can be sometimes very confusing with many things distracting you from you true purpose, this is one decision that should be clear. The colorful Sprite bottle emerging from a simple white background indicates a moment in time and in your life when things slow down and become clear, Sprite is there at this moment. Why bother trying to decipher all the other messages about all the other drinks when this message clearly shows you what you are getting.

Choosing Sprite and drinking it will give you a break from a deceitful world out to get your money. The instructions on the advert also tell the consumer that one can get the real thing, Sprite, with all the other gimmicks associated with other soft drinks. As common example of gimmicks used in other ads is the superstar athlete or movie star. Many types of foods and drinks are endorsed by stellar names like Michael Jordan, Tiger Woods and Doug Flutie; but do the consumers really care what Jordan drinks? Do consumers care what Doug Flutie has for breakfast? Do consumers care what Tiger Woods eats?

Very young consumers might answer yes, but Sprite realizes that teens and adults comprise most of the threshold population. They also realize that increasing competition has allowed the population as a whole to become more selective in the products it buys. Taking this into account, Sprite reveals to the consumer the basic idea that Sprite is a refreshing soda without any extra gimmicks, such as superstar endorsements Buying Sprite will not unnecessarily benefit someone else, especially someone who is better off than you, thus adhering to the desire of communal egalitarianism. Superstars endorsing products epitomizes the American Dream.

Work hard and you too can be successful. Is that really true? It could be, but such is the dualistic nature of the American Dream that we want to applaud the people we see on the cereal boxes and drink bottles, at the same time we want to exchange places with them. The Sprite ad campaign plays on this aspect of the American Dream. Yes, many teens and many adults wish they could be the superstars they see on the ads, but knows that they will most likely never be the stars they see. Keeping true to the American Dream, where we all desire to rise above the crowd and push down all others, they are attracted by Sprites perceived image of representing communal egalitarianism.

By having this solitary bottle devoid of any athletes, it is saying buy Sprite because at least you are not helping anyone else. The lack of an obvious image surrounding the drink in this particular ad also plays to our desires for social equality. The drink is not a status symbol; it is not a stereotypical drink for any socio-economic class. Drinking Sprite will not include you in a certain group nor will it exclude you. These ideas are particularly attractive to the todays no nonsense consumer, who already has to worry about being stereotyped according to his / her appearance; and does not want to have his image tarnished or effected by the drink in his hand. The slogan OBEY YOUR THIRST plays to our desire for honesty and directness.

We all experience skewed interpretations of the truth and sometimes even straight out lies in our everyday lives. Ideally we all would like a break from having to be constantly on our guard for dishonesty, but rarely is this the case. This is the situation where the slogan is supposed to work its magic. Image is nothing the ad says.

Thirst is everything the ad says. OBEY YOUR THIRST. These three phrases are short, simple and honest. Image is something, but you should not let it control your actions, therefore the ad tells you to treat it as nothing. When it comes to drinks, the ad says thirst is everything, which again is true. Thirst not only referring to the need to intake fluid but also a thirst of a particular thing.

Finally, the ad says, you have this thirst for something, now obey it. No where in these three key phrases on the ad does it say Drink Sprite. Sprite is only a suggestion. Therefore the Sprite ad suggests obey your thirst first and then consider Sprite as an option. Such honesty is rare to find in todays corporate world and the Sprite campaign hopes consumers will warm to the idea of Sprite being an honest company that truly cares about the buyers well being and needs. Once Sprite has our trust, it then becomes logical that it would have our loyalty to its brand too.

There are many tactics and tricks employed by advertisements all geared to luring the unsuspecting consumer. As Jack Solomon put it Americas consumer economy runs on desire, and advertising stokes the engines by transforming common objects [ ] into signs of all the things that Americans covet most. This Sprite campaign does exactly that. In a time of great uncertainty and insecurity, trust is one of the things we covet most.

We want to be trusted and our trust is hard earned. By appearing to be honest, and communicating to the population as a whole (instead of a separate message of separate groups), Sprite seeks to earn the consumers trust and make them believe that Sprite is just a great drink, nothing more nothing less. Drink it if you thirst for it and dont drink it if you dont. As simple and straightforward as that.


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Research essay sample on Tiger Woods Soft Drinks

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