Post 12: Unethical Ads

Reebok’s “Cheat on your girlfriend, not on your workout” is advertising a fitness wear line that should be more important than a romantic relationship. This is an ethically questionable ad because Reebok is expecting its consumers to morph his/her values towards a relationship with a workout (while wearing all Reebok apparel) instead of having a relationship with a human. The tagline on Reebok’s ad also endorses heterosexual-only relationships due to the man’s fit body in the photo and the word “girlfriend” is used to signify a heterosexual relationship. This advertisement also has a minor shock value due to the words instead of the images. Shock advertising is considered marketers who use “nudity, sexual suggestiveness, or other startling images” to get the consumer’s attention (736). Reebok uses shock advertising through its language and message. Reebok’s message is that men can now have a “reason” to place more value on their workout vs. their significant other. Although they do not necessarily use vulgar language or expletives, they are offering a message that not all public would view eye-to-eye with. 

Burger Kind’s ad for the Super Seven Incher sandwich advertises a white, blonde-haired, blue-eyed woman with her mouth gaping open, ready for a sandwich to enter it. This advertisement refers to a sexual suggestiveness which points towards shock advertising functioning well to get the attention of the consumer. Although a retailer store like Abercrombie & Fitch banned its advertisements from being racy and sexualized, Burger King does not normally market towards a sexualized target market (736). With this ad, though, it perpetuates a young woman who is receiving sexual acts from a piece of food.

Seven-Up soda features an advertisement of a newborn baby happily drinking out of a 7-Up bottle. “Why we have the youngest customers in the business..Nothing does it like Seven-Up!” The consumer socialization process describes the process of minors being exposed to advertisements but still have TV networks control what can be shown to children and teens (738). This advertisement may be placed in an adult magazine or marketed towards older people but the usage of a baby adds shock value to the ad.

Post 11: Effectiveness of Pre-testing Advertisements

Pre-testing ads is important to make changes to an advertisement before it is publicly viewed. A viewer's perception can be altered based on what the ad represents and what changes can be made to it before the world is exposed to it. Marketers pre-test ads to measure reactions about a product or service. A type of pre-testing is called portfolio tests where people respond with what they remember or "recall" from the ads that are presented to them (Belch 615). Portfolio testing incorporates advertisements that can be compared and contrasted from one another based on creativity and other factors. Marketers may not want to use portfolio testing as a pre-testing method because viewers may recall various aspects of an ad and it would not yield sufficient results. There is also an issue of "low involvement" that is associated with advertisements that lack the same features as another ad.

Another type of pre-testing is measuring physiological features in advertisements and commercials. This pre-testing focuses on "involuntary responses" to an ad which is a driving force behind many impulsive buying behavior choices (Belch 618). Different types of physiological measuring include: pupil dilation, galvanic skin responses, eye tracking, and brain waves. Pupil dilation shows if the viewer likes or dislikes a product/service in an ad by how big or small the pupils shift. Galvanic skin responses focus on a person's skin resisting currents that pass throughout the body. Eye tracking is when a person's eyes advert towards or away from an image. Brain waves determine frequencies in the brain while looking at an image. All of these physiological measurements have advantages of conducting data about whether people respond to specific advertisements. However, each aspect of tracking and measuring also have disadvantages on what type of people to test, how many to test, and if the tests are effective or ineffective.

Pre-testing has the purpose of improving advertisements and commercials to the best level they can be before showing them to the world and potentially gaining or losing advertising funds. It is the fundamental type of testing that can start when rough ideas are still being passed around and it can be a testing tool right before a final idea is executed to the public. The main advantage is that "feedback is inexpensive" but the main disadvantage is that when an idea is still in a rough draft phase, it may not communicate the same message as it would if it were final and complete.

Post 10: Hands up for blogging!

Blogging is an important advertising platform that many demographic-ranged groups are interested in. Blogs can re-define a brand's image and they can also help define personal images. As Dr. Chung mentioned during her Google Analytics and Buzz Words discussion, a blog is your own personal website. It defines the consumer and advertiser and student's main intention. As all three of those categories currently identify me. I support the interactive media tool of blogging because it follows the trends of integrated marketing communications tools and it can relate easily to any online-user.

An important aspect about blogging is that the personal brand of the blog can be centered around virtually any subject known to mind. My personal blog revolves around a business college course, advertising and promotion tactics, and young adult opinions regarding the outside (and virtual) world. Other blogs may be subjected towards a target audience that enjoys sports, feminism, or horseback riding. The expansion of subjects is what makes a blog so universal and diverse from other forms of interactive media.

Blogging is also a free, fast, and fun way to get a message across. In an advertiser's mind, the cheaper, the better. If I am trying to advertise a certain message on a blog, I am free to do so without paying a fortune for ad-space (ex: on a paid website). For cost purposes, blogs are a great outlet to sell a message or persuade a specific audience into purchasing a product or service. It is also effective for advertisers due to the wide range of subjects people blog about. For example, if an artist on Pinterest is interested in advertising her cupcake designing kits, she can utilize the many blogs out there that revolve around baking/cupcakes/decorating pastries. Pinterest (link provided above) is a new type of blogging that centers around picture blogging vs. words. It has a newer online presence that redefines the way people make projects, look at the world, and follow certain trends. Although it is not based off of factual information, it has been popular in the online world.

Another example of cheap blogging opportunities may be a New York fashion student maintaining a blog about her latest clothing trends in the city. A start up business who just opened a boutique in a completely different city may be interested in placing her ad's on the student's blog because the subject matter is similar and wealthy New York customers may read the student's blog and then shop at the start up business's store. This often happens on Blogger or on Tumblr. Both websites are infamous for utilizing images and words to create a personalized brand.

Many people distrust blogging because it is not a "legitimate" source of information (Belch 508). Although there are some blogs out there that do not infuse factual information with educated opinion, blogging is also an emotional outlet tool that consumers can follow for pleasure or fun. These types of blogs cater to consumers who may also enjoy watching certain TV programs for fun or who just like to browse the internet for new information. A blog that used to have a popular online presence was Xanga but they recently experienced a funding problem. In order to use that website, a subscription must be paid for, which may encourage advertisers to seek out opportunities on that website.

Post 9: nonprofit work and direct marketing

Direct marketing is defined as “organizations communicate directly with target customers to generate a response or transaction” (Belch 474). Regarding nonprofit organizations, employers or advocates of nonprofit sectors must communicate with the community as their customers. Nonprofits must use the cause they are advocating to be the message that they want to portray through direct marketing.

This past weekend I visited Washington D.C. for an Unlocking Nonprofits: Careers and Innovations seminar sponsored by the Public Leadership Education Network (PLEN). As a nonprofit organization, PLEN conveys the message of offering college-aged women the opportunity of education around various topics including nonprofit work, science and engineering fields, and other forms of advocacy. PLEN uses integral aspects of direct marketing such as direct mail, print, and the online sphere (474). I found out about this opportunity through the internet and through Chatham which attributes to the technological advances that direct marketing has endured.

Regarding the specific nonprofit organizations that took part of the seminar, each organization had employers represent their cause by reaching out to the audience through promotional strategies. For example, Jennifer Lockwood Shabat spoke on behalf of her organization, Washington Area Women’s Foundation. She focuses on reproductive health rights for women specifically in D.C. During her talk to the seminar participants, she combined direct marketing with public relations by discussing “direct-response techniques” that are incorporated within her nonprofit (476). Her talk consisted of a lot of research that she has been conducting around the subjects of women’s health. She also participates in the grant-writing process where she is able to write grants to get money for her organization as well as rewarding grants to other nonprofits that need start-up funds. She gave the audience promotional materials such as her business card and other print media filled with information about her organization. 

One of direct marketing’s objectives is to “stimulate repeat purchases” (479). Although this does not correlate as much with nonprofit work, it does hold some weight in the decisions consumers can make about which nonprofit organizations they will donate to, work for, or volunteer with. Nonprofit organizations work like businesses: they have to make profits. Although volunteer work has a nonmonetary value, it is an important aspect to keeping nonprofits up and running and making a difference.

Post 7/8: publicity.

"Any publicity is good publicity."

This phrase brings many things to mind: Miley Cyrus's publicity antics, celebrities endorsing potato chips, and loads of sexist advertisements displayed throughout popular women's fashion magazines. i also think about my business textbook's advantages and disadvantages of publicity. It's important to remember that publicity has no control or no filter as to what is published in the media and to what extent. Belch describes publicity as "sources that are not confined by standards" which means that social networks can get a hold of all information and spin it to have many positive/negative meanings (589). For example, Miley Cyrus's recent displays of using drugs or wearing drug related paraphernalia can dissuade consumers from listening to her music. Even if she may be doing illegal activities in her personal spare time, her celebrity status signifies that anything she does is public information.

Good or bad publicity also relies on timing. Belch describes publicity's time issue as being "completely under the control of the marketer" (589). Relating to a specific celebrity's status, good advertising should depend on the celebrity's current or recent status in the media. For example, if Katy Perry had just done something illegal and it showed up in the press, companies would not want Perry endorsing or marketing new products under the market's name. McCracken's meaning transfer process is described through the various stages a celebrity's meaning is transferred onto the product and vice versa. Katy Perry's status, class, gender, age, personality, and lifestyle would be included in a consumer's choice of whether or not to purchase the product she is endorsing (190).

Despite timing and lack of control, Belch also mentions publicity needing to have accuracy when being generated. A lot of publicity's messages could get "lost in translation" due to the person advertising it or the message not being clear enough. This could constitute as bad publicity if the consumer does not understand the product or service's purpose. For example, Target Corporation recently experienced a data breach with their credit card services. To make up for the bad publicity that they dealt with as a company, they began offering 1-year free credit monitoring for all customers who felt betrayed by the company. This action began generating new (and positive) publicity so that their stocks could increase and customers would become brand loyal again.

Minimum Wage.

[Not required for class]

Just wanted to relate to the minimum wage debate to my family's ordeals: my mother can never pay rent on time, if she does, she cannot afford the water bill as well, or food is rationed until next pay. Although she does not work a minimum wage job (she is a cafeteria manager for the public school system), she could benefit from a raise in all wages around the country. If it is vital for the poverty threshold to be lifted for families who struggle every day, other families who are a part of the middle-class income bracket struggle as well.

A few helpful links that explain both sides of this issue:

NPR

Money CNN

Post 6: CH 11, #2

(Honda "Hands" commercial 2013)

An advantage of TV is creativity/impact: "possible dramatic, lifelike representations of products and services" is what gears an audience towards purchasing a product or trying out a new service (Belch 365). This is an important advantage to national advertisers who focus on "spot advertising" which reaches a determined geographic market (381). The advertising medium of television is beneficial in this respect because a wide range of people are able to experience to creativity of a TV ad at a national level. However, spot advertising does not always work for local companies who want to advertise because local cable systems "do not provide advertisers with strong support or much information" (381). This will affect how much money advertisers have put into the creative aspects of a particular ad because it may not be able to reach a large enough audience.

(Wonderfilled Oreo campaign commercial in 2013)

Another advantage: captivity and attention. Newer technology such as fast-forward buttons on DVR devices have made it easier for a consumer to consciously avoid commercials but most consumers are exposed to countless ads throughout their television watching time. This is an opportunity for advertisers to focus on "heavy repetition and catchy slogans and jingles" (367).  Both national and local advertisers have the benefit of narrowcasting which is defined as reaching specialized markets through TV advertising. On a national level, advertisers have much more material to sift through to find a particular demographic they want to reach. Local companies can narrowcast by finding a specific aspect or attribute they want to focus on through advertising to a small town or a big city (382).

(PETA's "98% Human" commercial)


However, there are limitations that TV advertising must experience. The first limitation being costs. TV advertisers must deal with purchasing air time as well as having the funds to make a quality commercial that will reach a large amount of consumers. Production costs are what really drive "small and medium-size advertisers out of the market" because their commercials are not of high quality and consumers will not pay attention to them. This factor negatively impacts both national and local advertisers because a lot of money can be put forth to make a commercial that no one likes or remembers.

(Target's "Flex Arm Hang"15-second commercial)


Another limitation is the fleeting message. To combat the high production costs, advertisers attempt to cut the amount of time a commercial may last. While this may seem like a good financial decision, it actually leaves the consumers wondering what the commercial was supposed to target or the consumer will miss the advertisement completely because of its short time span. Advertisers believe that "shorter commercials can deliver a message just as effectively as longer spots" but it should depend on demographic factors of the target market. Again, small and large advertising companies try to save money on media by morphing the TV world into 15 second ad clips but the negative impact is evident through a financial perspective.

Post 5: Ch 7 #9

Advertising and promotional programs are the fuel that consumers strive on. Without advertising, consumers would not be aware of the products/services available, they would have a lack of knowledge about what a specific product can do to benefit or help them, they would not know what to like vs. dislike, their preferences would not be fully developed, they would have to rely on a trial and error process that is through other communication (not advertising and promotional tactics) and the likelihood that they purchase or even re-purchase a particular product is slim if advertising techniques are not apparent to remind consumers that this product exists and is beneficial.

During economic downturns, the advertising and promotional budget is the first to get slashed. From a sales-oriented objective perspective, this may happen because sales-oriented managers "spend money on advertising and promotional to sell its product or service" (Belch 219). They focus on how advertising/promotion can benefit the SALES of the product instead of how these tactics can benefit the consumer's purchase behavior cycle. Sales-oriented managers often expect an immediate impact on their sales if they focus on advertising but instead, the carry-over effect occurs, which means that money spent on advertising does not have an immediate impact on the percentage of sales (Belch 220). While this may sound understandable through a business student's eyes, it also means that sales-oriented companies may slash their advertising and promotional budgets because they are not meeting the goals they hoped to strive for at an immediate pace. This is not the best strategy to follow because advertisements have the main purpose of educating consumers which will hopefully and positively impact sales in the long run.

Cutting advertising and promotional plans also poorly impacts IMC objectives that a company creates to follow as a guideline. Any quantifiable marketing goals (goals that have a specific time frame) need advertising and promotion to help achieve that goal. These objectives are usually "realistic" and "attainable" and include advertising/promotion as well as production, pricing, and distribution of a specific product (Belch 219). If there were a lack of advertising and promotion, companies would have a difficult time striving to accomplish their objectives.

Advertising and promotional expenses do not always have to be the first to go. In a top-down budgeting approach, management creates a budget limit and the advertising and promotional costs must remain within that limit. Belch describes a top-down approach as "the affordable method" where a budget is once again created but then the rest of the money is allocated to promotional costs. However, spending limits can sometimes skyrocket and then the company would be in financial trouble. Or spending limits can be under the budget and not enough sales will cover for the company's losses (239).

Another strategy that helps promotional costs remain an integral part of an IMC plan is bottom-up budgeting where the promotional budget is created first and then specific, attainable, measurable objectives are created to later be achieved and then the overall promotional budget "is approved by top management" (239). This is also a smart way to include advertising/promotional tactics into the budget and confirm that sales will increase and consumers will be aware and knowledgeable about the product or service.

The DAGMAR model (Defining Advertising Goals for Measured Advertising Results) is a useful model to follow in a company. However, companies have issues with following the basic hierarchy: awareness, comprehension, conviction, and action. If companies cannot abide by this model, they cannot understand what they are doing right or wrong. Sales-oriented companies often ignore the DAGMAR approach, leading to a cut in the advertising and promotional budget because DAGMAR lacks in "practicality and costs" and "inhibits creativity" (Belch 229). These are important tactics when advertising is involved because an ad should be generated to send a clear message to the consumer by using creative and qualitative tactics.

If a company focuses on communications objectives, it is determining specific, measurable, and obtainable objectives for the advertising and promotional goals that the company hopes to achieve. This is a healthy mindset in terms of companies who want to have a long-lasting impact on consumers and their purchase behavior. Cutting advertising/promotional budgets can negatively impact sales, negatively impact the relationship between the company and its ad agency, and negatively impact the end goals for a company which are outlined in an obtainable objective list that helps guide the company towards success.

Post 4: Super bowl forty eight.

Super bowl 48’s advertisements focused on family, friends, and what a vehicle, cup of yogurt, or new movie can do to positively impact the world. While many ads had an innocent, feel-good communication channel to the consumer, other advertisements created a whole new spin on what is ethical to air on TV.

1) What was the best advertisement, and why?

One of the top best advertisements was for Budweiser, entitled “Puppy Love.” It showed a yellow lab and a farm horse falling in love while the man and woman featured in the commercial grew emotionally connected through the animals. The hashtag at the end read “Budweiser: #bestbuds,” reiterating the message of the product creating an undeniable connection between two people or two animals. One of the reasons this advertisement worked so well was because of the music that was used to encode the message of love and friendship. Budweiser used a well-known currently popular song (Let Her Go by Passenger) that sang, “only know you love her when you let her go…” to channel the message of undeniable love and kinship that Budweiser beer offers to the consumer.

My personal favorite advertisement was for Goldie Blox, a new line of toys targeted towards young girls who have dreams to be female engineers or other male-dominated professions. The song during the commercial says, “more than pink pink pink we want to think think think.” This new toy line offers new options for young girls who want to break out of the binary of “pink is for girls, blue is for boys / dress up is for girls, building is for boys.” The ad also caters to the other important audience, the parents, who are the consumers of this product because they purchase for their children. This ad is attractive because it is similar, likeable, and familiar in the ways of children playing with toys, young girls choosing a new toy line that caters to their likes, and the average consumer familiarizing themselves with children liking toys that are good for them.

2) What was the worst advertisement, and why?

The worst advertisement was for Axe’s War and Peace body spray for men. It discriminates against communities from foreign countries, showcasing their acts of war on other people. The ad only matches with Axe’s body spray name, but it does not fit with the actual product and the lack of relation between an American teenage boy’s scent and how it infuses love or war into the world. As Belch describes source credibility, this advertisement does not include “honesty, belief or skill” into the advertisement. It gives off phoniness to how credible it is.

3) What was the best use of humor, and why?

The Cheerios commercial uses a young African American girl asking for a puppy after her dad tells her that she’s going to be having a little brother. The ad portrays funny, quirky family characteristics as well as advertising an interracial family to America. It includes successful communication techniques because it targets the source of family, gives the message of Cheerios being a family-cereal, targets a family-oriented audience, and may receives positive feedback from consumers who enjoy the cereal and the feeling of closeness it brings.

4) Were any advertisements ethically questionable, and why?  (This can include a discussion of sexist ads, if applicable)

-Dannon Oikos yogurt commercial insinuated to a woman performing sexual favors just for a spilled bite of Danna yogurt. While the commercial included a humorous aspect by the 3 former Full House actors, it shows a woman giving up her dignity for something as simple as food while attempting to portray this product as irresistible, sexual, and necessary. The use of celebrity endorsers worked well in this ad because it showed men cleaning the house and creating a bond between friends who function as parents together. The humor may have only reached a niche market though: consumers who watched Full House in the 80s and 90s.

5) What was the best (if any) advertisement for an environmental or sustainability related product, service or issue?

-Soda Stream features Scarlet Johansson explaining that she (and the product) help save the world by reducing plastic bottle waste. The first few seconds showed how the Sodastream worked and why it would help reduce waste in the environment but the rest of the 20-second clip featured Johansson promoting the product with her sexual-infused physique, completely undermining the message of what the Sodastream can do for the world. Sodastream’s advertising tactic was to use a celebrity source to encode a message about the product helping the world be a better place. Johansson has a positive public image, despite events that she has been involved in in the past. However, she may now be publicly scrutinized because of the way she portrayed a soft-drink machine.

Post 3: Chapter 6 P211 Question 7

Retrieved from: http://www.hollywoodreporter.com/news/katy-perry-popchips-pics-ad-campaign-366612

Katy Perry endorses popchips, a puffed potato chip snack that does not include any unnatural ingredients, preservatives or trans-fat. Perry's celebrity status elevates the popularity of the snack food, creating a more likable and familiar face to resonate with the popchips brand. Celebrities often acquire "stopping power" which is when the celebrity who endorses a specific product or service influences a consumer's purchase behavior. Celebrities may also affect the consumer by allowing a longer reaction time to the advertisement. For example, Perry is well-liked by a wide demographic of consumers, ranging from young adolescent girls to adults. This demographic segment also matches up with the product, popchips, because they are a snack that targets everyone, especially a market of consumers who are consciously aware of their healthy eating habits. 

McCracken's meaning transfer model starts with the potential issue of the celebrity overshadowing the product (Belch 187). popchips chose an effective celebrity to represent the product without any problems of overshadowing. Despite the sexist undertones of the advertisement, which will be explained below, Perry elevates the brand by maintaining her self-image as a positive influence for her audience. That message transfers to the brand as well, signaling that it has a good reputation.

Overexposure is not a problem for Katy Perry and her agreement to endorse popchips. She has mainly promoted popchips in a series of different ads, as well as her own perfume line, and an endorsement for Proactiv acne treatment. Because Perry appears in a variety of popchips ads, her face is well-known to the brand.

As discussed above, popchips' target audience is any consumer who eats snack foods. popchips specializes their brand by focusing on consumers who care about what they eat. Perry's image is receptive to popchips because of her own target audience: adolescents, teenagers, and adults who like pop music. 

The return on investment will be positive for consumers who relate popchips to "healthy" snack foods. Perry's image projects that meaning onto the popchips brand by her current popular status in the media and music sectors of the world. As Perry's image continues to emerge, her popularity will remain effective in sending the right messages about the popchips brand.

Regarding the prevalence of sexism in today's advertising and promotional world, popchips and Katy Perry create the illusion of "real" being good for the consumer. popchips regards this theme in terms of the natural ingredients involved in making the product, unlike a competitor chip. In the first ad, Perry is dressed in workout clothes and the script under reads: "i curl popchips right to my lips. good thing they don't go straight to my hips." 

In the second ad, two bags of popchips are placed in front of Perry's breasts, symbolizing (and assuming) that her body is also natural. This creates issues about plastic surgery, whether or not it was medical or cosmetic, and the normative roles that women are placed in media. 

While some critics believe that the message popchips and Perry are conveying may be about body-positivity or maintaining a healthy figure, it reinforces the fact that when women celebrities endorse a product, their bodies are somehow incorporated into the ad. This is unnecessary and places more emphasis on where the physical bags of popchips are in the ad instead of what the ad is trying to teach consumers. 

Post 2: Chapter 4 #7

Green advertising involves positive reinforcement through the process of operant conditioning. Operant conditioning is defined as "the individual must actively operate on an aspect of the environment in order for learning to occur" (Belch 130). This process can be developed through the messages each "green" advertisement sends, where the consumer must act on an aspect within the environment in order for learning to sink in and develop the consumer's thinking and future purchase behavior.

In the examples below, green advertising showcases a company that promotes saving the environment, organizations that support the environment by showing the negative impacts of what humans do to it, or simplified versions of what the "environment" means to the average consumer.

Examples of green advertising include:

A Downtown Pittsburgh PNC branch focuses on a green initiative idea by creating a garden wall with its brand name grown on the bottom (http://www.oberholtzer-creative.com/visualculture/).

The World Wildlife Fund encourages consumers to volunteer to their organization by showing the future of a "dying" environment in the visual form of pair of lungs (http://www.urbanlol.com/wp-content/uploads/2013/08/funny-advertising-ideas-13.jpg). 

A poster advertising global warming's effects on the world (http://blog.uprinting.com/wp-content/uploads/2010/03/environmental-awareness-posters-01.png). 

Post 1: Chapter 1 Question #3

#3. Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons more marketers are taking an IMC perspective to their advertising and promotional programs?

The importance of IMC tactics stems from advertising and promotional strategies becoming more integral in today's "social and economic systems." Due to this reason, more and more consumers are becoming aware of the images, media, and advertising around them and they are paying attention to the messages behind all of it.
Regarding my blogging project, advertising that centers around the negative portrayals of women, women's bodies/minds/etc., can have a negative impact on young and adolescent girls who are exposed to this advertising daily. The interesting part of this advertising is that the target audience for these sexist ads may be older males or another demographic but the message is actually affecting the opposite demographic. Integrated marketing communications focuses on offering various marketing strategies all at once so that the message the product or service is attempting to deliver can be as clear and precise as possible. 
Marketers prefer IMC tactics over traditional strategies because it offers more value to the message behind the product/service. IMC tactics focus primarily on the evolution of technology and the usage of the Internet as a main form of advertising because consumers use that as their primary source of getting information. A new form of marketing called micro-marketing has also developed, wiping out the idea of sending out the message of many just to persuade a few. Now, marketers are focusing on smaller groups of people to get a message across for a product in hopes of incrementally persuading people through media-based advertising.  

blogging project introduction.

Although I am not an advertising major/minor, I have always noticed and commented on advertisements that are deemed sexist or discriminatory towards women within society. For my blogging project this semester, I would like to create a compilation of these advertisements, as well as positive ads that promote women as people whether it be through health, business, education, body-positivity, etc. I think it is important to combat the advertising world with healthy images of the female gender to demolish stereotypes that are most prevalent in the media.