Bowers – Discussion 2 Jeffery Bowers Email this Author 6/8/2016 12:02:43 PM

Advertising has become a global chess game, as corporation have become more creative and distinguishing in marketing their products. The text explains that, “Creativity involves generating new and novel ideas that offer a unique view of a product, service, or idea” (Ogden and Ogden. 2014. Sec 4.3). The more creative and unique that the product message, the more separation that is created from competitors and the more that message will click with consumers when they are shopping.

Hugh Jackman has become a global star for his role as Wolverine in the Marvel X-men comic book series. Additionally, Mr. Jackman was named “Sexiest Man Alive” by People magazine in 2008. Recently, Hugh Jackman and Asahi Breweries has cashed in on that success featuring an advertising campaign featuring Mr. Jackman. Asahi Breweries is the eminent brewery and soft drink company based in Tokyo, Japan. Asahi cornered the Japanese market with a 38% market share, the largest of the four major beer producers in Japan. Just like America, the culture can relate to famous actors or professional athletes and that relationship will bridge the sale of the product. Being creative and using Global actors such as Hugh Jackman will assure they remain the leading brewery in Japan.

If the words, “Start Today. Start with Breakfast. Start with Vegemite” are uttered every Australian knows exactly what they mean. Anybody else might be totally confused. What is Vegemite? A yeast extract that is packed with minerals and vitamins, just what every healthy growing child needs. As the advertising message states, “VEGEMITE is a nutritious, and undeniably delicious start to the day. Rich in B vitamins to kick start your day; open the lid on a world of ways to Start With VEGEMITE” (Vegemite. 2016). Vegemite’s strategy is to target the populace with fact about how good the product is for your health, quoting that B vitamins in the product aid in supplying energy and drive to start you day. They also state that, “Thiamin is essential for brain function, Riboflavin supports your nervous system, Niacin is essential for energy release and Folate helps to fight fatigue” (Vegemite. 2016). By targeting health benefits, Vegemite’s message to the consumer is that the product is a preventative measure to possible health issues in the future. The Australian society swears by Vegemite and they eat it on a daily basis. Personally, having tried it, I think it tastes like 20 year old dirty socks.

Cigarette advertising around the world has almost become extinct. However, the U.K. was the first to outlaw the advertising with legislation in 2002. Australia soon followed making it illegal to advertise on the internet and other electronic venues. The advertising market was to appeal to men by showing rough and tough guys looking cool smoking a cigarette. Back in the 50s and 60s, it was a white t-shirt with a pack rolled up in the sleeve. For women being sexy was the ploy, the ads would show a beautiful scantily clad woman smoking a cigarette. The advertisement promoted relevance in the consumer, because every woman in the World wanted to be like her so if they smoked they would be sexy and mysterious. What they forgot to tell society was that you would end up with yellow teeth, bad breath and possibly cancer.

References:

Ogden, J. R., & Ogden, D. T. (2014). Integrated Marketing Communications: Advertising, Public Relations, and More. San Diego, CA: Bridgepoint Education, Inc.

https://www.vegemite.com.au/products/vegemite