Subliminal Marketing An Advertisement - 880 Words

Subliminal marketing involves the idea that during a commercial or an advertisement a advertiser can display a word, or some sort of image in which the consumer does not consciously notice, but subconsciously be affected by them. In 1957 a researcher by the name of James Vicary claimed that he could get by people to buy coke or popcorn through the use of ads he called subliminal advertising. Unlike Britain and Australia, which ban subliminal messages, the United States currently does not have specified federal or state laws, which address the use of subliminal messages. Though there are not laws that address subliminal messages, the FCC, which regulates broadcasting, stated that they would revoke the broadcast license of any company that uses subliminal messages. A good advertisement is one that sells the product, yet is subtle. Some advertisements can be very sneaky while getting their message to the consumer. When KFC came out with the 99 cent snacker the advertising company t ook a photo of the sandwich, but instead of the lettuce they used a dollar bill. The dollar bill along with the big bold 99 cents advertised next to it reinforces the consumer that it is affordable. Though they did not display any word they used an image that targets consumers on a budget. The idea behind subliminal messages are the ability to influence a consumer for a form of persuasion that is somewhat of a form of auto-suggestion or hypnosis where the messages bypass the consciousShow MoreRelatedEssay on The Danger of Subliminal Advertising1438 Words   |  6 PagesIn modern society, advertisements and the media bombard Americans every single day. Television advertisements, movies, radio, and even Spam mail have become a daily part of the lives of many citizens. However, most people do not realize the sinister methods advertisers and corporations employ with the media in order to obtain a profit. The use of subliminal and negative advertising has increased immensely and show s no plan of stopping anytime soon. This dangerous ploy manipulates the public and causesRead MoreAdvertisements Reflect the Way We Really Are888 Words   |  4 PagesAdvertisements Reflect What We Really Are Aristotle, a great philosopher said that all humans are social by nature. And he’s proven right. Humankind had formed societies from the ancient times in order to survive, and these societies as time went by evolved to the society we live in today. A society that is competitive, materialistic and demanding. A society that accepts us only if we are beautiful, have a high position in a big company and drive a nice, shiny car. Of course this realityRead MoreSubliminal Perception Essay1374 Words   |  6 PagesSubliminal Perception Subliminal Perception is a signal or message embedded in another object, designed to pass below the normal limits of perception. These messages are indiscernible by the conscious mind, but allegedly affect the subconscious or deeper mind. Subliminal techniques have occasionally been used in advertising, but the purpose, effectiveness and frequency of such techniques is debated. It is proven though that stimulation below the level of a person’s conscious awareness canRead MoreAdvertising: Information or Manipulation?1532 Words   |  7 PagesAdvertising: information or manipulation? Advertising, a word that is synonym to the word marketing, has a rich back round. When we talk about marketing the first things that come to our mind are money, goods, services, and of course consumers. Advertising’s role should only exist in order to help society by real information about products and services, decide what to purchase according to people’s actual needs. One definition of advertising is: Advertising is the non-personal communication ofRead MoreAdvertising Targeted to Children Essay1039 Words   |  5 Pagesday because of advertisement. It seems as if everywhere you go there is some kind of advertisement present, whether if it’s on the side of a bus on a billboard or on the back of a milk carton. Promotion of items has been occurring since the birth of bartering, advertisement is an unavoidable thing especially in today’s modern society. As adults we can make decisions on our own to not be manipulated by advertisement we encounter today b ut what is the there to regulate advertisement aimed to childrenRead MoreUse Of Psychological Manipulation And Cognitive Abilities Essay1376 Words   |  6 PagesThe use of psychological manipulation and cognitive abilities in advertisements is a common way of improving brand image and consumer loyalty in the market. Some techniques are currently employed to this end, including conscious and subliminal priming. Priming is the manipulation of past exposure and the acquired stimuli to influence later impulsive consumption patterns in consumers. However, the impact of priming remains unclear especially if the existing two methods are used in isolation with increasingRead MoreHow Subliminal Messaging Affects Consumer Behavior1561 Words   |  7 PagesHow Subliminal Messaging Affects Consumer Behavior The subject of subliminal messaging in relation to consumer behavior presents an interesting dichotomy between the scientific community and the general public. The purpose of this paper is to discover what, if any, effect subliminal messaging has on consumer behavior, as well as shed light on the differing positions regarding this controversial subject, and provide a brief historical background on the material. Before the topic of subliminalRead MoreDoes the Media Use Subliminal Advertising as a Tool for Mind Control?1775 Words   |  7 Pageswants to find out if their favorite team has won, media is the way to go. We trust the media to keep the whole world updated and connected. But, is the media exploiting our blind trust by subconsciously manipulating us through subliminal advertising? Firstly, what is subliminal advertising? It is a technique in which the consumer is exposed to product or brand advertising such as pictures or songs related to the product without the consumer being consciously aware of it. This may include ads duringRead MoreCoca Cola s Anti Obesity Advertisement1307 Words   |  6 Pagesmust make a living somehow. However, even though so much evidence against any health benefits of Coca Cola have come out, the company really should not be marketing to the point where the advertisement is on the border of being propaganda versus persuasion. A YouTube video by the name of â€Å"’Honest’ Version of Coca Cola’s Anti-Obesity Advertisement!† parodies a famous Coca Cola ad entitled â€Å"We Can Beat Obesity.† While it may be morally wrong for Coca Cola to hide pieces of the truth from the publicRead MoreSubliminal Messages : Subliminal Stimuli1203 Words   |  5 PagesSubliminal Stimuli in Advertising Subliminal stimuli can be found all over; and some may even find the use of subliminal advertising as unfair because it is meant to trick the unsuspecting recipient. These tricks are, for the most part, found in monetary form; where you are influenced to spend money on something that you may be subliminally exposed to. Types of subliminal stimuli can be found in many different forms but are predominately used in advertising, movies, and media in general. Since

Is The Amendment Number 9 Assisted Suicide - 1719 Words

The specific Amendment and issue I am discussing is Amendment Number 9 Assisted Suicide. Assisted suicide is â€Å"the suicide of a patient suffering from an incurable disease, affected by the taking of lethal drugs provided by a doctor for this purpose† (Oxford Living Dictionaries). This falls under the 9th Amendment; the 9th Amendment â€Å"was part of the Bill of Rights that was added to the Constitution on December 15, 1791. It says that all the rights not listed in the Constitution belong to the people, not the government. The rights of the people are not limited to just the rights listed in the constitution. The text from the Constitution states the enumeration in the Constitution, of certain rights, shall not be construed to deny or†¦show more content†¦Two main points of controversy about this are religious beliefs and medical ethics. Many people feel when the law allows someone who is competent and terminally ill the choice of assisted suicide, they are se tting up the choice for people who are not competent to just assume they want to die. For example, a 24-year-old woman in Belgium was experiencing depression and was granted the right to die when experiencing no life-threatening illness. The doctor in this example sates, â€Å"she has been a patient of psychiatric institution since the age of 21 and says she previously tried to kill herself on several occasions. The health professionals in Belgium will give her a lethal injection due to her experiencing suicidal thoughts her whole life† (MSN News). In this case as the professional doctor, you could be unsure what to do. Clearly the 24-year-old woman is facing pain through the depression. If the medical personal does not do what she wishes by forcing the lethal injection then I am sure she will just kill herself. â€Å"Belgium passed a law to legalize euthanasia in 2002, the law states that Belgian doctors can help patients to end their lives if they freely express a wish to die because they are suffering from intractable and unbearable pain† (MSN News). The Medical ethics on Assisted Suicide could be viewed as the doctor helping their patient by avoiding all the pain and suffering vs. trying to make aShow MoreRelatedEuthanasia/Physician Assisted Suicide Should Not be Legalized1343 Words   |  6 Pageshow euthanasia murdered that beloved man, my grandfather. Euthanasia/Physician assisted suicide should not be legalized in the United States. The definition of murder is â€Å"killing intentionally and with premeditation†, how is euthanasia any different? (Miller) Not only is it morally wrong, but logically and ethically as well. Human life is not anyone’s to take and destroying it is devaluing a gift given to us. â€Å"Suicide is the 11th leading cause of death among Americans† and making it lawful wouldRead MoreThe Hippocratic Oath And Euthanasia2151 Words   |  9 Pageswasn’t a topic of discussion in the Middle Age s and if someone committed suicide, the law in Europe was that the body had to be â€Å"dragged down the streets or nailed to a barrel and left to drift downriver† (procon.org). 1Euthanasia was a big topic of discussion during the Seventeenth and Eighteenth centuries but people continued to turn down euthanasia and assisted suicide. 1 In 1828, the first American law made assisted suicide illegal. 1 It wasn’t until the 1930’s that people started to support euthanasiaRead MorePhysician Assisted Suicide; A Viable End-of-life Directive1889 Words   |  8 Pagesconventional symptomatic treatments imposing slow physical and mental deterioration without regard to other feasible options. Information garnered from the experience of Oregon’s legalization of physician assisted suicide illuminates the feasibility of this end-of-life option. Physician assisted suicide is beneficial for terminal patients choosing to circumvent imminent mental and physical indignitie s; therefore this end-of-life option should be legally executable devoid of prosecution. Today’s medicalRead MorePersuasive Essay Topics1228 Words   |  5 Pagesessay topics should be a great resource. I taxed my brain to create this huge list of persuasive essay topics relevant to todays society, but I believe I am happy with the results. I appreciate any and all comments or feedback. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. Should students be allowed to have cell phones in elementary and high schools? Should studentsRead MoreIss 225 John Molloy Final Exam Study Guide Fall Semester 20128139 Words   |  33 PagesEXCHANGE Study Guide, Final Exam, Fall 2012 Unit IV: Courts and Civil Liberties Professor Molloy The final exam will be given in the regular classroom 109 South Kedzie Hall Section 001 will take its final on Monday, Dec. 10 from 7:45-9:45 a.m. Section 002 will take its test on Monday, Dec. 10 from 12:45 - 2:45 p.m. The classroom is not large enough to accommodate two large sections, so you must take the exam when it is scheduled by the university. The final will cover allRead MorePosition Paper-Alcoholism3290 Words   |  14 Pagesoperating machinery or driving a car; and having a significant number or reoccurring alcohol-related problems such as arrests. Even though alcoholism and alcohol abuse differ tremendously, there is still a level of similarity between the two. In fact, levels of alcoholism are classified in four different, but specific areas. Those areas are: • Alpha Alcoholism- is a psychological dependence upon alcohol; prodromal alcoholism (Light 9). • Beta Alcoholism- long-term, daily heavy drinking with ensuingRead MoreAruna Shanbaug Case - Supreme Court of India14522 Words   |  59 Pagestaken a toll in her physical condition but she is gradually recuperating from it. 6. Occasionally, when there are many people in the room she makes vocal sounds indicating distress. She calms down when people move out of her room. She also seems 9 to enjoy the devotional songs and music which is played in her room and it has calming effect on her. 7. In an annual ritual, each and every batch of nursing students is introduced to Ms. Aruna Ramachandra Shanbaug, and is told that amp;quot;She wasRead More Decreasing Violence in America Essay6606 Words   |  27 Pagestelevision shows aimed at children that have violence in them. Think of X-Men, Superman, Teenage Mutant Ninja Turtles, and hundreds of other shows that are centered around violence. Music has also gotten worse when it comes to promoting violence. The number of CDs with the explicit lyrics sticker on it has probably tripled in the past 5 years. The lyrics of songs have gotten much more graphic and are constantly talking about shooting someone, or beating up a cop. The song just isn’t a song without thatRead MoreThe Controversial Debate Of Abortion2790 Words   |  12 Pagesconsolidated the actions and held that Hallford and Roe had substantial standing to sue. The federal court declared that the abortion statutes were overbearing and in direct violation of the women’s rights as stated in the nineteenth and fourteenth amendment. The court’s 7-2 decision created an outline of a legal abortion timeline wherein any legislative interference was banned within the first trimester, but also allowed the state to govern the legality of an abortion within the second trimester, andRead MoreImpact Of Slavery On The Slave Institution3481 Words   |  14 Pagesresistance was the slave market gambits. This is where the slaves deceived their masters by pretending they are weak or stupid. The second kind of slave resistance was Sabotage and suicide. This is where the slaves would sabotage large plantations by breaking farm tools, destroy fields, burn barns and homes, also committed suicide by starvation. For this example, usually when a slave was pregnant, their baby will also be born as a slave. Many of the women did not want this and would try to terminate their

Should the minimum age for alcohol consumption in India be reduced Free Essays

Dear Honorable Prime Minister Australia call it 18, Canada call it 18, Argentina call it 18. Why not India? I am writing to you to express the views of many Indian citizens under the age of twenty-five as the new law implemented by your government declares that the public consumption of alcohol by anyone under the age of twenty-five is illegal. If young adults in India at the age of eighteen are entrusted with the right to take a bullet for the country; the right to vote for whom they believe should be a potential leader of a billion people; the right to choose their life partners, why shouldn’t they be allowed to buy and consume alcohol in their social environment? Your government claims that the new legislation has been implemented because young adults are not responsible enough, and that keeping them away from alcohol at this tender age will help them lead a better life. We will write a custom essay sample on Should the minimum age for alcohol consumption in India be reduced? or any similar topic only for you Order Now In the eyes of your government young men aged 18 must be kept aloof from the temptation of alcohol. But should not the statesmen of our country remember that the forbidden fruit looked sweeter and more luscious to our mother Eve only because it was forbidden? Your government should take a precept from what happened in America in 1919 when the 18th amendment to the U.S. constitution implemented such a ban. Quoting S. B. Duke and A. C. Gross (1993), â€Å"if consumption of alcohol was reduced, it wasn’t by much; the costs of enforcement, in money, corruption, crime, disrespect for the law, alcohol and related poisonings far exceeded, by virtually anyone’s measurements, the tiny gains in alcohol control.†1 in my opinion such a measure is only going to boost the sales of alcohol. What happened in Gujarat is evident. The state with a prohibition saw an upsurge of alcoholism, and the climax came when hundreds of people died after consuming poisoned liquor in 2009. Thus prohibition does not serve anything. Old dogs can indeed learn new tricks. Law experts like advocate Swapnil Kothari said that the age restriction is â€Å"ludicrous, arbitrary and suffers from a vague interpretation of wisdom of youth†. 2 And so far being responsible is concerned I believe that responsibility comes with experience, realization, and social maturity, not just age. Legend has it that force hardly succeeds in giving desired results. It would be foolish to deny that India with its vast population of 1.15 billion, accounting for 17.31% of the world’s population, has, unfortunately, been witness to an increasing alcohol-related death rate per year. However, enacting a law where young people of age 18 can be imprisoned for ‘chugging’ a glass of beer, or ‘downing’ a shot of vodka in a pub is hypocritical because at the same age, here in India people are allowed to start their own enterprises, which include permission to open a club or bar, and work in them. If young adults, as bartenders are allowed to twirl vodka and whiskey bottles in fancy clubs, serve people alcohol all night, but not allowed to take a small sip of what they are serving, is that not hypocritical? If denied permission to drink in public, young adults under the age of twenty-five will not only perceive alcohol to be a â€Å"forbidden fruit†, but also be eager to bite into this â€Å"forbidden fruit†, as they want to see what has been kept away from them. This eagerness may lead young adults into committing serious criminal offences, they may buy fake licenses, or bribe bartenders as well as police! Do we really want the youth of India to indulge in such criminal acts, just for alcohol? A wide consideration should be given to the impact of this restriction on the 18 year olds when they start drinking stealthily to escape the consequences of being caught. Won’t this sneaking out be detrimental to their behavior and morale? In a country where so many rapists are not convicted; killers are not sentenced; jails are jam-packed and murderers are left scot- free, do you really think putting them into jail for such a relatively mediocre crime is an appropriate judgment? It is important for young adults to be familiar with their limitations but by rising the age limit so high does nothing but trigger the curiosity, inquisitiveness and craving for this â€Å"forbidden fruit†. We know young adults drink alcohol anyway, but what is your government doing to help them out? How are you controlling young adults from turning up highly intoxicated to parties? If your government fears excessive drinking at the age of 18, why is no support being provided? What your government can do is install CCTVs in liquor stores, and make harsher punishments for alcohol vendors for serving alcohol to young adults of age 18. According to your government an 18 year old can get married, in that case would the marriage get raided as the couple picks up a glass of champagne to celebrate? Why are 18 year olds barely allowed to their right to freedom of choice and responsibility of their own body and mind? When an 18-year-old woman has the right to marry and beget a child, what stops her from taking a sip of liquor to enjoy the first birthday of her child? Does not the age restriction look absurd in such a case? It is time the politicians understood that prohibition, unless backed by strong and relevant data, does not serve any end; sometimes the reverse may just occur. 1. http://www.albany.edu/~wm731882/18th_amendment_final.html 2. articles.timesofindia.indiatimes.com †º Collections †º Alcohol How to cite Should the minimum age for alcohol consumption in India be reduced?, Papers

Case Study about Evolution and Situation Analysis Of A Dove Brand

Introduction Dove has established itself as the dominant player of the market from 2007 onwards. Dove has proved itself as different and strong brand of Unilever as it provides sales worth $2.5 bollion in a year. Dove initially was known as the cleansing brand and offers a wide range of products including face care, body washes, deodorant hair care, bar and anti-perspirants. The report is written on the basis of the case study named, Dove: The evolution of a brand. The report represents the situation analysis for the case study and also highlights the critical issues mentioned in the case study. The report analyses the critical issues which are related to the case study and after analysing the issues the report would provide a clear recommendations for the future issues (Deighton, 2008). Situation Analysis Dove was introduced first in the market of USA as a beauty bar which was launched in the year of 1957. While starting its journey in the USA market the brand positioned itself as the cleanser not as soap. In all its advertisements the brand claimed that woman should use Dove because it does not contain any harmful element of soap which makes the skin dry. Mainly, the functional attribute of the brand was being proposed by the brand by saying that one quarter of the entire bar is cleansing cream. Later, on the brand management of Dove realized that too make it big the company should not restrict itself by talking about the functional aspects of a brand. To make it big and sustainable the brand evaluated that it should be linked with the feminine aspects and thus to create a close association with woman the brand worldwide had introduced the campaign the real beauty. The objective of the brand is to create a unique proposition in the mind of the woman that beauty is an inner characteri stics and self-esteem is a major element to discover womans own beauty (Carter Steiner, 2004). Identification, Recognition and justification of the related critical issues The critical issues which are mentioned over the case study or are identified from the case study can be discussed in the form of SWOT analysis. Strength: The strength of the brand is the connection with the feminine aspects and the positioning strategy of the brand. Dove is different from others as it does not claim itself as a soap rather it is focused on the woman care aspects. The campaigns introduced by Dove has emphasised on evaluating the definition of real beauty. The campaigns throughput the world has forced everyone including the men to think about twice regarding the definition of beauty. Dove has not put much effort in pushing their products but it emphasises rather on creating self-esteem among the woman which indirectly enhances the brand image of the brand. Weakness: Dove is not able to create its footstep in the men segment which can be treated as one of its weakness. The expenses of the campaigns are too high and the criticisms of the campaigns can affect Dove negatively. Opportunity: In the changing social scenario, the demand for personal care products both in the men and in the women segment have been increased to a large extent and increasing the product line in the men segment can be another opportunity for Dove for expanding its market. The product line can also include the teenage woman customers (Deighton, 2008). Threat: The criticisms that rise due to the arrangement of the campaigns and the advertisements can harm the brand image of Dove. The beauty which has been demonstrated over different campaigns are not related with the standard idea of real beauty which exists in the market. Analysis of the major issues The missions of Dove through implementing various campaigns are to promote the concept of beauty. The major issue related to the beauty campaign is that beauty comes from various aspects with different types of sizes and shapes. The campaigns of Dove have proved that the advertisements and branding together can work in a better way for doing well. The campaigns of Dove are nothing but the opinions and insights of the consumers about beauty. The positioning of Dove initially was the cleaning cream and later on it added the moisturizing element in it. Dove has emphasised on the campaign because it is a well-known phenomenon that for building a brand it is important to depend on the opinion and insights of the customers. The customer-based brand equity model can be used to describe how Dove has successfully used the perception around the brand to develop the strong equity. The model comprises four different stage and those are Brand identity which refers to the question Who you are, Mea ning of the brand which asks what are you, response of the brand which refers the perception about the brand and Brand Resonance which refers to the association of the customers with the brand. From its introduction in the year of 1950, Dove has demonstrated its brand equity by saying that they are not the soaps category because, it does not harm the softness of the skin rather it claims that it is one kind of cleansing cream (Carter Steiner, 2004). Later on while explaining the meaning of the brand Dove has used the proposition moisturizing and expresses itself as the moisturizing creamy bar. Third one is the brand response which it gathers through the arrangement of the campaigns throughout the world. The real beauty campaign arranged by Dove is the most famous and discussed campaign for woman throughout the world. The campaigns result in a way that it is proved that Dove is the most preferable brand by the woman segment. Fourth one is the Brand Resonance which helps to understan d the connection among the brand and the consumers. The campaigns have discussed various aspects of the woman self-esteem. The self-esteem of the woman can help to grow the beauty among the woman. The real beauty campaign developed by Dove has made a new evolution by defining the beauty in a new dimension. The survey conducted by Dove has shown that only 2% woman of the world perceives themselves as beautiful but advertisements and campaigns arranged by Dove have delivered the slogan that Woman are more beautiful than that they think of. Without directly promoting the brand name or without pushing the products in front of the customers the company has simply send a message of social responsibility. Dove has sent the slogan that the beauty can be achieved by introducing self-esteem among the woman and the society should change its viewpoint about the beauty (Yang, 2010). Dove is different because it has introduced a different concept in advertise its product which is distinct from di rectly asking about the utilitarian results. Dove has incorporated the expressions of human values and creates a connection with others. The connection or the association which has been developed by Dove is very strong and capable enough to increase the brand loyalty of the woman. The woman who purchases the product of Dove feels the association as they also thinks in the same way like Dove that the society should change its point of view regarding beauty and the inner side and the self esteem of the woman should taken into while considering beauty (Manca and 1994). Recommendations and discussions of the future issues 450 Portraying the old aged and fat woman in the campaigns frequently can affect the brand image of the company as people can perceive it as a brand of fat. For, many of the critics the advertisements in the campaign have just represented the woman in underwear around their houses which has created a wrong impact in the mind of the consumers. The campaigns have focused on the feminine aspects to a large extent but the campaigns do not talk much about the products and branding of Dove (Deighton, 2008). Focusing more on the societal issues rather on the products and services of the company can dilute the future sales of the brand. Time to time a brand needs to refocus on its advertisement strategy and Dove is not different from it. The self-esteem idea should be separated from the products of Dove. If the consumers perceive that the authenticity of the campaigns are not confirmed then the entire campaign can be affected to a large extent. The real consumers should be involved for providing their insights especially for the product usage of the particular brand. The women segment should be connected with the different products so that, the sales of several product variants and categories can be improved to a large extent. The definition of beauty should be linked with Dove in different ways by asking the woman customers regarding how beautiful they are looking like after using the product of Dove(Deighton, 2008). The already established association with the brand and the customers can be used by introducing the product aspect of Dove. The future campaigns should focus on how the usage of the products of Dove can enhance the beauty of the woman. The feminine aspects which have been demonstrated through the campaigns have made the brand overpowered in nature as the control in the campaigns have been loosen by Dove and the campaigns are introducing unnecessary criticisms in the society. The strong feminine aspects also hamper the wish of Dove to grab the men personal car e market. The personal care market for the men segment has been increased to a large extent and Dove should not leave the opportunity to penetrate that market (Deighton, 2008). Conclusion Dove initially emphasised on the functional aspects of the product by saying that it is a cleansing cream which contains one fourth of the moisturizing. Later on, Dove shifted its positioning from the functional benefit attribute to feel good attribute. Dove established various campaigns which promoted the feel good factor not the functionality of the product. To prove the authenticity of the campaign Dove uses elderly and obese models for the purpose of conveying the message. Dove also uses the digital media for demonstrating the films in U-tube to show how the perception of beauty varies. The films have demonstrated that a woman always perceive herself less beautiful than actually she is. All these campaigns have promoted the self-esteem of the woman and the campaigns are able to create strong emotional bonding with the woman segment. This is how the brand establishes and creates its own footprint in the market (Deighton, 2008). Reference Davis, H. (2004), Understanding Stuart Hall, pages 60-163. London: SAGE Publications. Gross, L. (1995),Gender, race and class in media. A text-reader, pages 61-70 Thousand Oaks: SAGE Publications. Manca, A and L. (1994), Gender Utopia in Advertising, A Critical Reader. Illinois: Procopian Press. Carter, C Steiner, L. (2004).Mapping the contested terrain of media and gender research, Critical readings: Media and gender,pages 11-35.Maidenhead: Open University Press Yang, J. (2010). Beer brand knowledge and its effects in brand preference and brand loyalty. 1st ed. Deighton, J. (2008). Dove: The evolution of a brand. 1st ed. [ebook] Harvard Business Scool.