Note: Opinions expressed in reviews and articles on this site are those of the author s and not necessarily those of BookLoons. After the tragic events of that day, consumers were encouraged by then president George W. I have real hope that this will happen. Tied to the need to create emotion-laden sales pitches is the means through which those appeals are communicated, that is, television. Find more NonFiction books on our or in our book.
But we're not there yet. The consumer marketplace is increasingly becoming the mechanism for funding organizations that do charitable work, thus tying the fates of charities to the whims of the market, Einstein warns. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. Do I believe that business people sixty years ago were fundamentally more altruistic? How many vitamins and minerals are in my cereal? The stuff on branding is particularly interesting. We need to remember that long-term involvement is the key, and buying a product should not be the only response we take. So why did raising money for charity move from appealing to individual altruism to selling consumer products branded as a charitable good? Then, just as important, there is our acceptance of the concept of the hybrid citizen-consumer.
Forty years later, Bono has suggested that we go shopping. Komen for the Cure became such a powerful marketer. This expectation is rapidly being transferred to social causes-we begin to look for short-term fixes for long-term social ills, not because we believe this can be achieved but because the immediate gratification of consumer culture leads us to think that way. The sociologist Michael Schudson posits two important reasons for this. The consumer marketplace is increasingly becoming the mechanism for funding organizations that do charitable work, thus tying the fates of charities to the whims of the market, Einstein warns. Attracting consumers to the brand through image and emotion was at the heart of the soft sell. Like, why has marketing to children proliferated? This is to help make the point that the brand really is something significantly different from the product itself, that the brand is seeking to be the personality of the product, and that is nearly completely in the head of the customer, rather than in the product per se.
Making a purchase and wearing a product, particularly on a daily basis, is a very public act. For sure, the Lance Armstrong Foundation benefits from this exchange. Let me end this preface with some thought-provoking research. Einstein looks at some of the larger campaigns and thoughtfully discerns which are primarily about helping charities and causes and which are really focused on the product, celebrity, or giver and therefore seem to ultimately be a marketing ploy. Living with integrity was more important than corporate allegiance, even when faced with the difficult position of being asked to cut corners by a higher-up.
The reframing of this iconic brand, however, is a great example of how products in and of themselves have no meaning. It isn't clear how that might play out over time - and I admit to being overly pessimistic about most things, but I'm yet to see the great and sunny side of this story. It would be better for a person to donate directly to an organization and find out ways to get involved in advocating and volunteering for a cause, but these things aren't quick and easy fixes, nor should they be. But because we have a preexisting relationship with Morton's and Mom, we are willing to pay extra money for that name and its perceived higher quality. Also, if we should be concerned about weaving together charity with consumerism, what are more productive avenues for engaging with causes that we care about? It discusses companies that truly make the world a better place, and those that just pretend to.
This occurs whether we are aware of it or not. Perhaps the problem is not that we have a lack of narratives, as I had previously suspected, but that we have shallow ones which come from the market and promote self-absorption and consumerism. Branding is about fulfilling a need; providing what marketers call the benefit. For instance, we always buy Morton's salt because that's what Mom always bought, and the girl in the yellow slicker on a blue background reminds us of home. Where were the bankers who should have walked out, walked away? What is the solution then? Bush to normalize their lives through shopping. A brand cannot be compassionate, only people can. Okay, probably not on your wrist anymore, but maybe hidden in a drawer somewhere? A Quick History of Advertising and Marketing Criers-young boys crying their wares-are widely considered the earliest form of advertising.
It is becoming increasingly difficult to tell the difference between news and public relations - and that isn't healthy for our society. Researchers have begun to apply this theory to consumption practices. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. Moreover, issues like poverty, education, and health care are being repackaged in pursuit of corporate profits with little effect on the underlying concern. We need to research companies and charities and see how much is actually being donated and where that money is going—to overhead costs or to help people and the planet? Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content.
Once marketers understand these underlying desires, they create products that fill those needs. For just a dollar you get to wear the latest fashion accessory and show the world your philanthropic nature. The second consideration is that the proliferation of a personalized economy has contributed to the commercialization of charity. Even though Nike loses money on this on-going campaign, it continues to support the cause because of the goodwill it confers. Are some of these corporations still practicing aspects of business that I find offensive? From a marketing perspective, the first thing to consider is that our consumer environment has become increasingly noisy, and it is exceedingly difficult for any one message—charitable or otherwise—to be heard above any other. Since women may display and embrace certain emotions more readily than men, it is believed that they are more likely to respond to psychological, needs-based sales pitches rather than intellectual, reason-based ones. To my scholarly colleagues: first, at Queens College, thanks to Susan Macmillan, Rick Maxwell, and Joe Rollins for your continuing support, ready ears, and helpful debate, and to those beyond, Sarah Banet-Weiser, Sarah Dadush, Monica Emerich, Matt McAllister, Toby Miller, and Inger Stole, for your inspiration and for leading the way.
The cigarette or the coffee or the salt is secondary. Let me note that Ray doesn't call this group a psychographic cohort. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. The need being filled might be simple-I'm thirsty, so I buy a bottle of water-or it may be more complex, as in the case of Livestrong-I am a caring person and I want to show that to people I meet. We prefer one brand to another, and often we are not conscious of why those preferences exist. Disclaimer: I received a free review copy of this book from the Englewood Review for Books.