The Huffington Post

Last week in class, my fellow classmates and I talked a lot about the various types and brands of assorted media sources. To be a bit more specific, the majority of our discussion was centered on Arianna Huffington's The Huffington Post. Establishing itself as an "Internet Newspaper," the website consists mainly of blogs of celebrity authors (both actual celebrities and scholarly writers) and their discussion of the current news and media. Although being a news source is obviously the main purpose of the website, I think it is the Internet aspect and the opportunities it presents that has made the brand so successful. In fact, it has even branded itself, under the masthead, with the identifiers: news blogs video community.
 The fact that the source is primarily Internet-based gives it an edge in the social networking world, offering readers the opportunity to connect The Huffington Post to your Facebook or Twitter page, thereby electronically branding yourself as a HuffPot reader and inspiring a sense of community between others.

As for the layout of the website, The Huffington Post is quite different from most other media sources' websites. Aside from the gigantic headline and leading picture following the also enormous masthead, the site is blocked into three columns with most readings in no particular order. So, how is one to know what exactly is most newsworthy or important? Well, the editor actually does tend to put the most important blogs in the center column running until about 5 rows down. Though, other than that, it's really up to the readers to figure out as the scroll bar on the side just keeps going and going and going with various types of blogs, spanning from political to entertainment to religion. Therefore, if you do not have a lot of time to spend browsing the website or are not looking for a way to procrastinate in a semi-intellectual manner, this form of media source may not be for you... However, if you're like me, and tend to view things in a sort of ADD manner anyways, you will probably take a liking to the website. GO NUTS!

The Justin Bieber Experience

In class lately, we have been discussing the topic of both brands and advertising, even toying with the idea of celebrities as brands. Yes, celebrities can most definitely be brands. Perfumes and fragrances are perfect examples. Picture it: You're an avid fan of Britney Spears. "Hit Me Baby One More Time" is shamelessly still the most played song in your iTunes library, and OH NO! you've just run out of perfume. So, you venture out to the nearest store where Britney's new fragrance is sitting front and center on the shelves. Five minutes and $23 later, you now smell exactly like Mz. Spear's current favorite aroma. Hook, line, and sinker- you've just fallen into the trap of celebrity branding. It doesn't matter if you're not exactly crazy about the fragrance, it's all about the celebrity endorsing the product that made you think it was cool enough to buy. Now that you understand (I hope...) what I'm trying to get at with the idea of celebrity branding, I should probably fill you in on my reasoning behind this blog... But, you have to promise to continue reading no matter whose extremely talented and underaged name I mention.

Most know him as Justin Bieber, JB, J-Beebz, or my personal favorite, The Biebs. It's no secret that his trademark hair flip can make the heart of any girl under the age of 16 melt in less than 5 seconds. Nor is it unknown that this kid is in truth exceptionally talented at both singing and dancing (and now acting? *in reference to his new movie Justin Bieber: Never Say Never*). 

For this reason, Glee decided to incorporate the Bieber brand into it's show this past Tuesday. When one of the main male characters, Sam, is going through a rough patch with his girlfriend, he knows it's time for a change and is willing to do anything to get his girl back. So, he decides to take on what it means to be The Biebs. He reasons that girls love The Biebs, so in order to get his girlfriend to love him again, he must, therefore, embody The Biebs. At school the next day, he walks in wearing black jeans, a black v-neck t-shirt, a purple hoody, Nike dunks, and his hair combed across his forehead. He's clearly wearing the Justin Bieber. There it is- Celebrity Branding. This look is now the brand of Justin Bieber, which is clear when three more boys on the show walk in wearing the same branded outfit the next day. Whether most viewers are aware of it or not, Glee has just co-branded their show with Justin Bieber, at least for this episode in particular. Looks like we just can't escape The Biebs...




Ps. Just came across this on Hulu- The brand of The Bieber strikes again!

Boo!

If you haven't heard about him, seen his Facebook page, or viewed some of his adorable YouTube videos: meet Boo. Boo is a Pomerian, who is taking the Internet world by storm with his cuteness. Not only is he "liked" by 22 of my Facebook friends, Boo currently has 855, 141 total "Likes" on Facebook. (And the count climbs daily) This completely lovable, captivating puppy has even been spotlighted on celebrity Khloe Kardashian's blog. Not that I buy into celebrity hype like the rest of America... But it just shows that this dog has surely gotten around on the web, even to those who some of America consider the elite class. (Ps. I'm using the word "elite" very lightly here..) Now that the undeniable cuddliness of this dog has been established, the real question is just how has Boo (as well as some other furry friends) become such a viral sensation? Well, I can actually think of a multitude reasons, differentiating for various age groups. 

Let's begin with teenagers, the age when most usually begin surfing the web without parental supervision. When we don't feel like doing work, or somehow become distracted, and end up on a cyberspace tangent, most typically turn to Facebook to fulfill their procrastination needs. Once there, the newsfeed can lead you anywhere, seriously- the possibilities are endless with status updates, "likes," pictures, and wall posts. Fortunately, I did not have to do any personal facebooking to discover Boo, as one of my friends posted a picture of the adorable pup to my wall. After visiting his other daily photos, I was instantly hooked and began showing his page to my other friends so they would not miss out on the opportunity to have their day brightened by Boo too. Little did I know, I sparked a Boo obsession between my closest friends, and we now compete almost daily to find the cutest, most precious photo of the Pomerian. Anyways, the vicious circle plays out in such a manner as mentioned before: one person stumbles upon the cute animal and feels compelled to share the link with their closest friends, who sends that link to their closest friends, who sends the same link to another set of people, etc. 

Next, I think it's important to examine the way moms and women in their late 30s and beyond use the internet to share their thoughts. Using my own Mom and her friends as an example, I can honestly say that I do not think anyone has as many "status updates" or "tweets" as this group of women. For some reason, it seems as though they feel compelled to make every single thought that crosses their mind public and available for others to comment on. So, when one of them discovered Boo and posted a photo of the dog as her status, the rest of the women submitted endless comments on the photo and even copied the link for emailing purposes. BAM! Another vicious circulation of Boo's photos, this time via email instead of Facebook like the teenagers. 

Finally, the routine following of furry friends like Boo have become such a large part of our lives, especially for the workers in their 20s and 30s, because it provides a break from their hectic and unappealing business lives. Taking a quick look at something as precious as Boo can brighten someone's day instantly, especially if they are an animal lover. Come on, his eyes are the textbook definition of puppy dog eyes. Looking at Boo's cute and cuddly pictures can make you feel all warm and happy for at least a minute or two, and this is a nice break from most images in the media depicting devastation, war, and tragedy. 

Here I leave you with a couple of videos of Boo, but don't say I didn't warn you when the next time you look at the clock two hours have passed... 

Valentine's Day! ...and ad viewed during Modern Family

As I returned to my dorm last night for sign-in, I entered upon our dorm's compliment watching her usual 9 o'clock television show, Modern Family. Seeing as that show is currently one of my favorites as well, I sat down, naturally mesmerized by the visuals on the screen, and began to watch. Once I realized it was the show's Valentine's Day episode, I was intrigued by the idea of waiting to see if the commercials and advertisements would be tailored to products and brands typically associated with the holiday or love and romance.

Unfortunately, I arrived only in time to see the last couple of minutes of the show, but after awkwardly sitting through a KY commercial next to my early thirties, mother-of-three dorm compliment, I was already halfway convinced that my hunch had been right. In order to finish viewing the show complete with advertisements, I decided to watch online at Hulu.com. Sure enough, KY had plastered their brand name on the web page for the episode, with a "Happy Valentine's Day" banner draped underneath, and it was also the first ad featured during the commercial interruptions. KY must've really cut quite the deal...

After making this analyzation, I then realized who the audience of this modern sitcom is: mostly families, meaning kids, teens, and adults. So, what role does KY play in this situation? Well for one, the ad makes for a significantly awkward moment between parents and teenagers as both parties understand the purpose of KY... but why not advertise something that's appropriate for the entire family? Like chocolates, flowers, or jewelry, or something also associated with the romantic holiday?

Also, doesn't this advertisement for a Valentine's Day episode seem to make the holiday primarily about sex? I know it sounds cliche and silly, but what ever happened to real love? Or simply wanting to enjoy the company of that special someone in your life on Valentine's Day? The KY advertisement, promoting a product for sex, sends the wrong message in my opinion. It tells viewers that it's time to get down and dirty in a sexual manner rather than promoting a message for appreciation of your partner. In my opinion, an ad for a jewelry store or chocolates would've fit much nicer with the viewers in mind...

Brands and Image

http://www.zappos.com/boutiques/2268/Vineyard-Vines_main_093008.jpg

Generally speaking, America's consumers are all walking advertisements when it comes to personal items. When the air is crisp, we sport North Face jackets, fleeces, and pullovers. When wet snowflakes flutter to the ground, we submerge our cold feet into warm, sheepskin Uggs. When the sun beams down on our sensitive skin, we shield our face with a Vineyard Vines hat. Yet, ironically, we're not even being paid for the free ad... No, no.. Instead, we're transitively paying the brand to advertise for them by wearing their clothing. Well, that seems a little backwards, right? In that case, I'll be taking all the money you owe me for the free advertising over the years in cash now, please.  ...Haha, only in a perfect world.

However, the real question here is- Why do we feel the need to sport these brands? Do people realize that they're associating themselves with a particular, distinguished image by wearing a certain brand or logo? Will anyone ever admit to buying an Apple product for the reputation and social image they gain for being the owner of an Apple product? Well, I have a few ideas and thoughts on the first two questions asked; however, the odds of the latter happening are not looking too promising.

In my opinion, I feel as though most consumers are undoubtedly aware of the association between perceived image and brand exhibition. Some even go so far as only buying certain brands that represent a specific, identifiable culture and style of living in order to be recognized as the type of person who leads the same lifestyle. In other words, I am talking about branded personhood, how a brand defines who we are.

http://www.thefashionrow.com/images/310a.jpg

As a matter of fact, one of my closest friends makes for the perfect example. Her wardrobe primarily consists of Vineyard Vines, J. Crew, and Ralph Lauren. Hardly does she ever venture out of the aforementioned brands. If given one word to describe the brands, both individually or as a collective whole, it would easily be "preppy." All of these brand names give off a distinct country club vibe, representing exclusivity, wealth, and sophistication. It's true that my friend does not belong to any sort of country club, yet she seems to be completely infatuated with this "preppy" lifestyle of summer houses on Nantucket, beach walks with black labradors, and dinner at yacht clubs. Therefore, in order to be perceived as being "preppy," she buys brands, like Vineyard Vines and Lily Pulitzer, that most associate with this cultural lifestyle. In this situation, which I think also holds true for most others, my friend is most definitely aware of the association between perceived image and brand exhibition as she employs the brands as indicators of personhood.

Kotex gets it.

"No one wants to talk about it," says one of my best friends. The subject? Period. Just thinking about the word elicits a cringe from my whole body. It's a natural process signifying maturation, so us girls shouldn't have anything to be embarrassed about, right? Ha, wrong! Having that first "I got my period" talk with a parent is absolutely mortifying, not to mention awkward. Once the shock wears off, and that first talk is thankfully over, you begin to realize what your body is going to throw at you over the course of the next 3-7 days: the intense desire to consume massive amounts of sweets, the uncontrollable impulse to yell at everyone or cry on the drop of a hat, the unflattering silhouette developed when bloating, and the extremely inconvenient and uncomfortable "feminine products" are just the icing on the cake. (Boys, you really do not know how easy you have it sometimes.)

To most, it's clear that the experience described above is quite unpleasant; however, I've seen numerous ads and television commercials for a variety of feminine products mistakenly portray a different image, typically one of dancing silhouettes featuring happy, smiling women. Where is the reality in that? I can tell you right now that most women are certainly not all smiles when surfing the crimson wave. As for the dancing, I really cannot even begin to fathom where that magnificent idea came from. Instead of dancing shoes, I think fuzzy slippers would be a more accurate choice of footwear.

With that said, I was absolutely thrilled with delight when Kotex began running this brilliantly satirical commercial below.



After revisiting the ad for the first time in a while, I still could not hold myself back from blurting out, "Yes, finally!" in the Silent Study section of my school's library. Kotex completely nailed it with this satire, poking fun at those silly and completely unrealistic dancing silhouette commercials. Although the clips throughout the commercial are especially hilarious, including my favorite of the screeching cat, it's the speaker's satirical tone that completes my experience. The sarcastic tone of her voice coincides perfectly with the false sincerity of every short clip, and it makes you feel as if you're sharing this fantastic inside joke. Then, when the words "Why are tampon ads so ridiculous?" appear on the screen towards the end of the ad, you cannot help to think: Finally, someone gets it. Finally, the creator of Kotex (unlike some of those other brands with the fabulous ads depicting merry, pirouetting women) understands the frustrations and annoyances brought about by your period.

After viewing that commercial, I would definitely feel compelled to buy their products due to the mere fact that I've just been convinced that the makers of this product understand my body like they understand my frustration with unrealistic tampon ads. In that case, it looks as though the commercial has just done it's job in convincing me to buy the product being advertised. Well done, Kotex, well done.

Conspicuous Consumption and the iPhone

I remember when the first iPhone came out. The line at the Apple Store in the Gardens Mall in Palm Beach, Florida was beyond out the door. The dad of one of my friends actually slept in his car in the parking lot the night before the famed electronic came out in stores to ensure his receiving of the highly anticipated item. Six months later I too found myself the proud owner of.... an iPhone (Cue the chorus of heavenly angels)

Now, fast forward to January 2011 when the New York Times produced an article reporting on the release of the iPhone 5 to come this summer, just a year after the release of the iPhone 4 with its long awaited video-chatting capabilities. The ad campaign for the iPhone 4 even ran the slogan "This changes everything. Again." Talk about feeding the consumerism monster as it makes us, consumers, feel as though we need to buy the new, better item in order to keep up with the rest of society. 

However, I, unlike most of my other friends here at The Academy, refused to purchase the iPhone 4. Yes, I have to admit I was initially attracted to the enchanting idea of video-chatting with friends and family, but after the surprise wore off, I couldn't see the feature improving or drastically affecting my life in any way. Come to think of it, I couldn't see it radically affecting my friends' lives either.. So then, why did they all feel compelled to purchase the upgrade of the iPhone 4? 

A chapter on the idea of Conspicuous Consumption in Sociologist Thorstein Veblen's book, The Theory of the Leisure Class, offers one explanation to my friends' purchases. The theory suggests that people give in to buying expensive, luxury items, not as a necessity, but in a way that displays their wealth and social status for others to take note of. This means that people, even those who cannot afford lavish items, buy costly goods in compliance with attaining or maintaining social status; and in high school, (yes, even at the prestigious Academy with our need blind admissions) social status is of great importance. Therefore, even knowing that the money would typically go elsewhere in a different context, some students will push their parents for such luxury items as the iPhone in order to fit in or "be accepted." (I could go on and on with a list of brands producing the same expectation- the iPhone is only one example... ) 

However, thanks to my fellow classmates as well as the other Apple-obsessed geeks, I'm sure the iPhone 5 will have no problem selling out in stores come this July.

sources:

http://www.nytimes.com/external/readwriteweb/2011/01/17/17readwriteweb-report-iphone-5-will-be-completely-redesign-90456.html?scp=1&sq=iphone%205&st=cse