Snapple Ad
This is an excerpt from the paper...
On a recent edition of CNN, commentators displayed an image of Snapple Beverage’s latest advertisement. The advertisement is a picture of two slush-like drinks in plastic cups, each with a thin straw rising out of the slush at an angle. In the distance what appears to be a firefly is buzzing toward the drink cups. The tag-line at the top of the image reads: Collapse Into Cool. This advertisement is important because it has come under harsh criticism from many who say the image resembles the World Trade Center twin towers (the two straws) with an airplane (the firefly) heading right at them! The “collapse” part of the tag-line further offends those who view the ad from this Rorschach perspective. Such ads demonstrate the importance of advertising and public relations. Despite the ad being innocuous, it is how it is perceived by the public that matters. This is not the first time Snapple Beverage’s ads have come under such attacks. While some of these attacks are spurious, the company has been forced to abandon some campaigns and spend money to denounce rumors regarding others. This presentation will now explore three advertising and public relations-related articles that pertain to Snapple Beverage and its advertising campaigns. The first article is entitled To Boycott Or Not? This article deals with the rumor revolving around the labels on Snapple Beverages. Rumors began circu
. . .
any based in New Rochelle, N.Y., was readying a massive campaign to give away free samples of its Walnut Acres line of soups and salsas. Starting on Sept. 15, youthful workers were to fan out in New York and Seattle to hand out goodies to thousands of consumers, hoping to introduce the brand and its healthy-lifestyle message.
That was then. Now the sampling blitz is on hold because of stepped- up security in the crowded urban areas where sampling works best-- and because the mood among consumers is likely to turn more sober and reflective. ``We try to create an environment that's educational and entertaining, but that's hard to do when the country has been devastated by an act of terrorism, confidence has been destroyed, and people feel vulnerable,'' says Michael Neuwirth, Acirca's corporate communications director. TIGHT WALLETS? In a country already gloomy about its economic prospects, the attacks likely will mark the abrupt end of the free-spending zeitgeist of the 1990s. As shocked Americans come to grips with just how dangerous the world can be, there is a real risk that they will further cut back on the spending that has sustained the economy so far this year.
In that climate, marketers' exhortations to indulge in ostent
. . .
Some common words found in the essay are:
Snapple Beverage, Avenue Grimmer, Collapse Cool, Status Active, RELATION TOPIC, TIGHT WALLETS, Snapple Beverages, Rich Fine, York Seattle, Michael Sands, snapple beverage, public relations, status active issue, advertising public, status active, active issue, advertising public relations, madison avenue, avenue grimmer, madison avenue grimmer, september 11, declined comment, ad campaign, economy madison avenue, set record straight,
Approximate Word count = 3046
Approximate Pages = 12 (250 words per page)
More Essays on Snapple Ad
|
Customer Service
to Over
32,000 Professionally Written Papers!!!
