Massive corporations like Disney, Comcast, Hearst, Newscorp, and Viacom own so many smaller (but still large entities) Tv stations, magazines, Newspapers, radio stations etc. It’s interesting that corporations like Hearst and Viacom are that massive, yet not well known to a lot of people. None of us had any idea that AT&T owned every part of the telephone up until the 1980’s. That’s pretty crazy considering how many providers are out there today even if AT&T is still the largest. The concept of “walled gardens” was a new term I’ve never heard of. It helped me understand why I have to pay for so many different services just to watch a movie on Netflix or a show on Hulu that I like. Two problems for consumers associated with media consolidation that directly affect you. Prices can potentially be driven up if large corporations merge with one another to share a monopoly over the entire market. With no competition, these monopolies can increase prices significantly and charge consumers a lot to use their services. There will be less of a variety of options for consumers to choose from if all media outlets fall under one massive corporation. There will be noticeable bias in the media and political agenda can often get in the way of what the people want. I completed this activity week 3 of CPMS225 and I learned a lot about how corporations work with one another to dominate the market to maximize profit and become known brands to consumers. It was very interesting to find more about how these corporations can drive up prices by monopolizing the market. I was surprised to see how prevalent these monopolies are around media outlets in our country.
Super Bowl Advertisement Justin Fishman 2/3/20 Media Scholars Super Bowl Commercial Analysis
ADPLAN
Attention: The Post Malone Bud Light commercial was one of my favorites from the 2020 super bowl.This advertisement had the entire world’s attention within the first couple seconds simply because of the appearance of Post Malone who is known globally. I was watching the super bowl with 10-15 friends and everyone stopped their conversations just to watch. I mean who doesn’t love Bud Light and Post Malone? It was also a super funny commercial that people of all ages could enjoy and laugh at together. The producer of the commercial did a very good job engaging the audience and promoting Bud Light at the same time
Distinction: Although there are so many Bud Light commercials out there, this one was able to separate itself from most other Bud Light commercials because of how funny it was. What made it so funny compared to other commercials was when the people were inside controlling his mind and the decisions he makes. It was funny because it took place in a convenient store and the people inside his head were making him crash into stuff and he was knocking everything over in the store while his friends were outside unaware of what was happening. So many super bowl commercials strive for humor but this was one was especially funny because of the way a celebrity like Post Malone can make an absolute fool of himself while also promoting one of the most well known drinks in the world.
Positioning: Every Sunday for almost 20 weeks up until the Super Bowl, millions of Americans sit on their couch watching football and drinking beer with their mates. During super bowl Sunday, the day millions of people all over the world have eagerly waited for, there is so much beer being drank at Super Bowl parties all over. It is definitely appropriate that Bud Light is being promoted in this advertisement because there are so many beer drinkers watching the commercial. This commercial intends to bring Bud Light seltzer into the picture for beer drinkers and by using Post Malone to keep Americans entertained and laughing for the whole time, this advertisement surely achieves its purpose.
Linkage: Bud light is being promoted in this commercial and it is definitely recognized by viewers all over the world. Every Super Bowl Sunday there are Bud Light commercials that strive to make people laugh and entertain the whole time. Including Post Malone in this specific advertisement will surely make the commercial more memorable especially because the humor element that Post Malone provided. The brand name definitely is remembered by people all around the world even though it was well-known long before this commercial.
Amplification: Viewers definitely had favorable thoughts about this advertisement because it made everyone laugh regardless of age, race, gender, etc. Bud Light is advertised all year long and every year during the Super Bowl so it wasn’t the actual product that made viewers enjoy it but it was the impressive production and casting of the commercial. Post Malone is one of the most well-liked and well-known pop/rap artists in the entire world which gives people even more reason to stop what they’re doing and watch. I definitely found it to be one of the most entertaining commercials of the Super Bowl and I also liked it because Post Malone is one of my favorite artists.
Net Equity: Yes, the advertisement is definitely consistent with the brand’s reputation and history. This commercial advertised a newer type of Bud Light called Bud Light seltzer. This new drink being made and advertised by Bud Light is their attempt to expand to a broader range of customers because not all people are beer drinkers. Bud Light is often associated with football and on Super Bowl Sunday, there are large amounts of Bud Light consumed across America. For people who don’t drink beer as much, they can enjoy a Bud Light seltzer so they can “fit in” with the rest of the beer drinkers. As Bud Light is constantly expanding and introducing new drinks to the market, they use advertisements such as this one to spread their product and gain publicity. This advertisement is just another attempt for Bud Light to bring something new to the market and make a nice payday off of it.
This was definitely my favorite assignment we have done in the media scholars program because the super bowl is my favorite event of the year and it was amazing to be able to write about an advertisement from the super bowl. Advertisements during the super bowl are the most expensive advertisements of the year because the super bowl is the most viewed event around the country every year. There is so much money generated from these advertisements and they tend to be the most entertaining ads out there. It was incredible to be able to analyze one for our class and look in depth into a particular advertisement and all that goes into them before they are shown around the world on super bowl Sunday.
Advertisement Assignment
CHOBANI So Much More Than A Snack -Nutritional benefits!! _______ can be confident in what they feed to their children
Protein and calcium→ helps with bone growth
Helps reduce obesity→ large problem for children
-Quick and easy to grab on the go and to pack for lunches→ especially when _______ are working -Great playdate snack→all kids love it -Not messy → easy to serve and clean -Easy to consume/swallow→ especially for toddlers/younger children -Ranging in colorful→ kids are more enticed to eat it→ many flavors! -Can be used for a variety of meals→ everything goes great with Chobani or served with certain meals -Can even be flavored/toppings added -Natural ingredients→ some have less sugar, has protein -Have specialty kind for kids→ Chobani Gummies -Have non-dairy for lactose and tolerant children
This was one of the more creative tasks we had to do for our weekly assignments in media as I was able to create an advertisement for Chobani. We learned about how the media is able to appeal to the public and the different aspects of advertisements which make the products being advertised even more marketable. Although it was a rather simple assignment as I remember putting a lot of effort into making the advertisement look clean and presentable.