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Essay / Research Paper Abstract
This 10 page paper considers the statesmen that "Too much contemporary airline advertising is boring, stereotyped and sexist". The paper examines this using six different airlines advertisements, for television and print and deconstructing the marketing content. The bibliography cites 11 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEairadv.rtf
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Unformatted sample text from the term paper:
target audience to watch, take in and retain that message whilst appealing to a motivation. If we look at the airline industry it has been argued that this is an
industry where there has been a distinct lack of innovation with the industry has resulted in advertising that is stereotyped and sexist. If we take a selection of advertisements we
can see how this may it may not be true and asses if this is a true problem or a bias perception. The first advertisement we will look at
comes form American Airlines. There has been a change in the direction of many airline companies following the events of September 11th, and American Airlines is no different. Here there
has been a shift and an attempt to portray a care for society and to present family values as an association with the airline. If we look at this the
advertisement has no exciting images and may be seen as boring, but it is also stereotyped and sexist. The use of images
of children and families are now common in the advertisements, seeking to give a caring attitude due to the associations that are made with children, especially young girls carrying teddy
bears. The image that American Airlines is seeking to create in the TV advertisements of 2003 - 2004 is one of keeping
families together, a value that is certainly more to the fore following the attack on the world trade centre. In one advisement there are images of competitors passengers running to
get good seats, there is a lot of jostling and the images are presented with a grey hue, making this look a very depressing picture and conveying the inconvenience and
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