Thesis on "Advertisement the Advertising I Have Selected"

Thesis 4 pages (1130 words) Sources: 1+

[EXCERPT] . . . .

Advertisement

The advertising I have selected for description is an advertisement to Goodyear, renowned worldwide producers of tires. The reason I have selected this advertisement is that, despite a limited textual message, the means of transmitting that message, corroborated with the extraordinary visual aids, make it a very convincing and efficient advertisement.

First of all, this is not a unitary blimp, but rather an entire collection and fleet of blimps that has been operated since the 1960s. There are three blimps, known as the Spirit of America, the Spirit of Goodyear and the Spirit of Innovation. The first thing that needs to be emphasized as to the marketing and communication effect of Goodyear's fleet is the fact that it is multidimensional.

Indeed, on one hand, the blimp fleet is obviously an efficient marketing tool by simply putting the company's name on the sky and, thus, into people's mind. Such an effect is not to be undermined: someone walking around on the street or going to work may simply be reminded that he needs to change his or her tires at some point and Goodyear will obviously look like a good choice, simply because one of the blimps from the fleet was seen in the sky. With the three blimps located in different parts of the United States, including Florida and California, the advertising message is pretty well spread out from a geographical perspective.

On the other hand, the blimp is also an effective marketing tool because of its primary function, that of a light aircraft. Indeed, the blimps can carry up to six people and they are generally used for company partners, company guests and/or members of the press. This is an additional effective marketing tool and a special one, not usually seen on the market. People will be awarded a special experience by the fact that they can travel in a blimp, a blimp obviously associated with the Goodyear company and, thus, promoting the company's name.

Third, the Goodyear blimps have entered the collective and popular culture, being including or appearing in different movies, being referred to in songs or simply being alluded to. This helps the company by simply popularizing the company name: everybody knows that this is the Goodyear blimp, which is an indirect way of marketing the company itself. With events such as NASCAR, in which the blimp appears, the fact that the company can pass out its name is very important.

Going back to the text on the blimp, this is reasonably simple and without any additional text than the company's name and logo. The company's name, Goodyear, is split, in fact, in the two parts that form it: good and year. However, our focus is immediately drawn to the element separating the two words: the winged shoe of the Roman god Mercury. It is interesting to see how that became the company's logo and a focal point on the blimp.

Apparently, according to different sources, including the company's website, the company's founder, Frank Seiberling, had a statue of the god in his home town of Akron. He proposed using the relevant symbol of the god for the newly formed company and his then partners agreed to it. The symbolism of the matter, however, goes even further than this. Mercury, among other things, was also the protector of travelers and this made sense for a company that made tires, but… READ MORE

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