Your NITAT Application no. is W12N070016504.

ASSIGNMENT:-1
BUSINESS VALUES AND ETHICS MGT 954

Submitted to:Harshita Bansal

Submitted by:Wasim Reza Roll no.:-SE117A32 Section:-SE117 Reg.No:-10807641

To test the awareness and comprehend and solve problems

Analytical

capacity

to

banned commercial by Mercedes - YouTube.flv

The objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. 2. 3. 4. 5. 6.

Awareness Knowledge Liking Preference Conviction Purchase

Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

The tagline of this commercial, "Beauty is nothing without brains," has a number of implications in context with the images in the ad.

When the attractive blonde comes in the library is full of males. They dont appear to be particularly interested in her until the librarian bluntly states that she is in a library. At which point they all turn and look but quickly go back to what theyve been doing as though she doesnt catch their attention. When she simply changes her voice to a whisper it suggests that she is severely unintelligent. For the purpose of the commercial this seems to say that a good looking car is nothing without rened engineering and a solid interior. The blonde is bright in contrast to the fairly bland colours scheme; her female counterpart the librarian is certainly sporting drab colours, thus setting her apart from the general scene. This idolizes beauty conveying the idea that it is a beacon people will notice and only after further exploration will the intelligence come into the picture to validate.

It is interesting to me that the librarian is so matronly and desexed because it makes me think that the woman portrayed with a higher intelligence becomes in a way less attractive, which seems counter intuitive to the idea that brains are what make the Mercedes car better.

NEGATIVE POINTS:-(Unethical) Media messages directed at women and advertisements for beauty products have changed significantly in the past 20 years. In the early 1990s many TV commercials for beauty products portrayed assertive businesswomen: The fact that these ads, like any ads, were produced after a series of meetings in between the ad agency and the client. These ads passed the normal stages of strategic planning (what to do), creative development (how to do it), production (casting call, photo/film shoot, editing), media planning (where to show the ads: street billboards, TV shows, magazines, newspapers, online), media buying (purchasing billboard space / TV commercial slots / pages in magazines). These ads didnt simply come out of the blue. Everything was deliberate and at no stage did anyone raise an objection strong enough to stop the ads. Because sexism and objectification are fun, right this days. Had the ads discriminated against a racial minority, with racist stereotypes, the people at the ad agency would have likely been crucified. But women are a whole other target. Misogyny is so deeply ingrained in our culture that some of the most prestigious car manufacturers can get away with this: Mercedes Benz and you thought it was a classy brand. Think again. And another class act by BMW an underage girl in an overtly sexual pose, mouth open, sultry look, and the ad copy: You know youre not the first. Bravo BMW! BMW The Ultimate Attraction: Nissan- As sexy car.

CONCLUSION:Todays culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. Logos and advertisements can be interpreted at two levels known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colours, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colours, and slogan must be interpreted by the audience or consumer. In this advertisement the whole women community has been target as beauty with no brain, Just to maximize the profit of sale on Mercedes. They also pointed that as it looks and its
work as intelligent.

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