As I drive down Highway 30, my eyes scan the landscape. The remnants of the December 2007 storm still linger. Fallen trees litter the hillsides like giant pick up sticks. Mud flats three feet high replace the plush green lawns that spring usually brings. A small house now resembling an upturned pyramid sits uninhabited. It has become visibly apparent that Mother Nature is changing. After centuries of human assault she has found the courage to seek her revenge.
Why would our beautiful earth cause all of us such loss and devastation? Human beings have ravaged earth’s forests. We have removed much-needed trees, weakening the soil on cliff sides causing landslides. The skies have been poisoned by car exhaust and factory smoke stacks, which has caused a multitude of issues. The most significant problem we have caused is global warming.
Global warming will potentially wreak havoc on human life. As we have seen with the 2007 storm and the surge of devastating hurricanes like Katrina, global warming is affecting our weather. “Floods caused more property damage and fatalities than any other natural disaster in the United States in the twentieth century.” (Environmental Defense Fund) With the higher threat of flooding, comes the risk of crop losses and water-borne diseases. The number of forest fires and drought are also likely to increase. Our earth is becoming not so human friendly.
How can we help this problem? The possible solutions are endless. The first step is admitting there is a problem. Next, each of us needs to take a look at our homes. “Most emissions from homes are from the fossil fuels burned to generate electricity and heat.”(An Inconvenient Truth 2) Most of us are probably guilty of leaving lights on in rooms we are no longer in, or leaving the television on over night. Simply turning off electronics after use can reduce thousands of pounds of carbon dioxide a year. (An Inconvenient Truth 2) Not only is this better for the environment, but it is also good for the pocket book. Another easy act is to wash clothes in cold water instead of hot, and hang laundry to dry whenever possible. Recycling is a good way to help. It’s an easy task and can eliminate about 2,400 pounds of CO2 a year. (An Inconvenient Truth 3) These solutions are easy for anyone to do. They are a good way for just one person to make a difference.
We only have one planet. If the human race is to continue to inhabit it, we have to make a change. With this being a global issue, it is hard to imagine that one person can help anything. Hopefully, with education and word of mouth, one person doing these simple tasks can encourage at least one more to do the same. Mother earth has taken care of us; it’s time that we return the favor.
Monday, March 17, 2008
Alicia Posts Laughing At the Marlboro Man
An Anti-smoking ad found on the website blog.miragestudio7.com depicts a close up picture of the Marlboro man. He is standing in the desert with his head down looking at his dead horse sadly. Right above the horse are bright bold white letters spelling out “SECOND HAND SMOKE KILLS”. The letters stand out dramatically because of the orange desert sand and the blue sky. The ad is attempting to grab the reader’s attention by using humor which doesn’t necessarily leave them thinking about the dangers of second hand smoke.
This ad’s target audience is current smokers. They use a mascot from a familiar brand of cigarette without actually stating that it is him. The Marlboro brand uses a cowboy for their advertisements so this is an unstated assumption. The ad is attempting to make the audience feel bad for the death of the horse by implying that second hand smoke has killed the horse. It is relating the Marlboro man directly to them and by doing that it is using pathos.
This ad is telling smokers that second hand smoke kills by providing part of a fictional story about the Marlboro man that they all know. They are using the audiences’ knowledge of the brand to have them create the rest of the story in their own minds. It is playing off of the guilt and pity that the audience feels after seeing the ad. They have accomplished this by making smokers feel bad for the deceased horse at the same time as feel guilty by silently accusing them of contributing to people’s death by smoking around them (Pathos). They have also used emotional and factual appeals by using the horse for emotional appeal and the words for factual appeal.
The ad’s claim that second hand smoke kills people is true. More than 40,000 people a year die in the U.S alone from second hand smoke; that’s more than illegal drugs and car accidents (Bloomberg). Cigarettes contain more than 4000 chemicals and 40 of them are known to cause cancer (Bloomberg). The concentration of those carcinogenic chemicals is higher in second hand smoke than it is when inhaled directly by the smoker (Bloomberg). Second hand smoke doesn’t always kill but just 30 minutes of exposure to second hand smoke can cause some of the same physical reactions that would occur with long-term smoking (Bloomberg). It also is responsible for over 26,000 new cases of asthma each year, 2.2 million ear infections, and up to 2,700 deaths from Sudden Infant Death Syndrome (Bloomberg). Sadly second hand smoke causes 3000 lung cancer deaths a year to non-smokers in the U.S (Bloomberg).
The argument that second hand smoke is true, but is using humor the right way to go about it? It may not be a laughing matter but it is a topic that needs people’s attention. Humor is a very affective tactic to grab attention what matters isn’t the humor it’s the message coming from it. People will remember this ad because it made them laugh and then when they think of the ad they will see the bright white letters so affectively used say “SECOND HAND SMOKE KILLS”.
Works Cited
Thomas R. Frieden, Michael R. Bloomberg. "Second Hand Smoke Kills ." 29 August 2002. NYC Health. 24 February 2008.
This ad’s target audience is current smokers. They use a mascot from a familiar brand of cigarette without actually stating that it is him. The Marlboro brand uses a cowboy for their advertisements so this is an unstated assumption. The ad is attempting to make the audience feel bad for the death of the horse by implying that second hand smoke has killed the horse. It is relating the Marlboro man directly to them and by doing that it is using pathos.
This ad is telling smokers that second hand smoke kills by providing part of a fictional story about the Marlboro man that they all know. They are using the audiences’ knowledge of the brand to have them create the rest of the story in their own minds. It is playing off of the guilt and pity that the audience feels after seeing the ad. They have accomplished this by making smokers feel bad for the deceased horse at the same time as feel guilty by silently accusing them of contributing to people’s death by smoking around them (Pathos). They have also used emotional and factual appeals by using the horse for emotional appeal and the words for factual appeal.
The ad’s claim that second hand smoke kills people is true. More than 40,000 people a year die in the U.S alone from second hand smoke; that’s more than illegal drugs and car accidents (Bloomberg). Cigarettes contain more than 4000 chemicals and 40 of them are known to cause cancer (Bloomberg). The concentration of those carcinogenic chemicals is higher in second hand smoke than it is when inhaled directly by the smoker (Bloomberg). Second hand smoke doesn’t always kill but just 30 minutes of exposure to second hand smoke can cause some of the same physical reactions that would occur with long-term smoking (Bloomberg). It also is responsible for over 26,000 new cases of asthma each year, 2.2 million ear infections, and up to 2,700 deaths from Sudden Infant Death Syndrome (Bloomberg). Sadly second hand smoke causes 3000 lung cancer deaths a year to non-smokers in the U.S (Bloomberg).
The argument that second hand smoke is true, but is using humor the right way to go about it? It may not be a laughing matter but it is a topic that needs people’s attention. Humor is a very affective tactic to grab attention what matters isn’t the humor it’s the message coming from it. People will remember this ad because it made them laugh and then when they think of the ad they will see the bright white letters so affectively used say “SECOND HAND SMOKE KILLS”.
Works Cited
Thomas R. Frieden, Michael R. Bloomberg. "Second Hand Smoke Kills ." 29 August 2002. NYC Health. 24 February 2008
RN writes about deforestation
The Negative Consequences of Deforestation for Global Warming
This headline from the front page of the December 12, 2007, edition of The Clatskanie Chief, describes the devastation that clear cutting forests can cause. “Tons of water, mud and logs broke through an old dirt “fill” and roared down the Eilertson Creek Valley at the rural community of Woodson, Oregon on Tuesday, December 11, 2007” (Hazen 1). Highway 30 was closed for several days as a result of the mudslide, which covered the road with tons of mud, logs and a mobile home. Initially, most people thought the mudslides were caused by heavy rains, but OSU forestry officials concluded the 2004 clear cutting of trees on a nearby 2,440-acre tract of land contributed to the flooding and subsequent landslides. Slowing deforestation is essential to avoid dangerous global warming because it will reduce dangerous emissions of CO2 into the atmosphere.
Global warming is the increase of average world temperatures as a result of what is known as the greenhouse effect--Certain gases in the atmosphere act like the glass on a greenhouse, allowing sunlight through to heat the earth’s surface while trapping the heat as it radiates back into space. As the gases build up in the atmosphere, the earth gets hotter. According to a panel of researchers, global greenhouse gas emissions have increased 70% between 1970 and 2004 (IPCC 3). If no action is taken, the greenhouse effect could lead to a rise in average global temperature of between 1.5-4.5 degrees Celsius as early as the year 2030-making the world hotter than it has been for more than 100,000 years (YPTE 2). Storms and hurricanes will become more frequent and stronger as the oceans heat up, causing more water to evaporate and more droughts to occur in the heartlands. In addition, rising sea levels will cause increased flooding as polar ice caps continue to melt (YPTE 1).
Like the clear cut in Clatskanie, deforestation also has global effects. Trees are natural consumers of carbon dioxide (CO2), which is one of the main greenhouse gases. As trees grow, they absorb CO2. This is called the “carbon sink” effect. Trees are 50% carbon, and when a tree is felled or burned, the CO2 it stores is returned to the atmosphere. Tropical deforestation accounts for about twenty percent of heat-trapping gas emissions worldwide, however every forest matters. We must stop destroying forests and start replanting trees. More than 80% of the earth’s natural forests already have been destroyed (YPTE 1). Brazil and Indonesia have the two largest remaining rain forests, which are being stripped at an alarming rate by logging, fires, and land-clearing for agriculture and cattle-grazing.
Other consequences of deforestation include disruption of the water cycle: Trees draw water up through their roots and release it into the atmosphere. With removal of a forest, the region cannot hold as much water, which may cause a drier climate. With the loss of a protective cover of vegetation, more soil is lost, and silting of water courses and lakes occurs as a result of soil erosion.
Part of the solution to decrease global warming is to increase agricultural productivity so there is less demand to convert forests into farmland. Developing countries need financial assistance from more developed countries to do the job. Incentives could come in the form of carbon credits and bilateral agreements between donors and developing countries to support country-wide forest conservation projects (UCS). Selective logging and reforestation could be implemented to preserve forests, clear-cutting and burning should be outlawed both here in the northwest and around the world.
Due to the “carbon sink” effect, tropical deforestation is the largest source of emissions for many developing countries. Reducing deforestation in all areas is essential to avoid dangerous global warming. The United States and other industrialized nations must support developing countries in their efforts to limit their emissions from deforestation, and more importantly, they must reduce their own emissions and lead efforts to avert dangerous climate change (UCS 1). We all live on planet Earth, and in order to survive, we must take steps to protect Mother Nature. The devastation from clear cutting that occurred recently in Woodson, Oregon, is a reality check. Global warming affects everybody, and we must act now! Tomorrow may be too late!
Works Cited
Hazen, Deborah. "Woodson Landslide Causes Damage." The Clatskanie Chief (2007): 1
IPCC. "Summary for Policymakers." Climate Change 2007 2007: 3.
YPTE, "Global Warming." Fact Sheet. ypte.org. 8Mar 2008.
Union of Concerned Scientists, "Tropical Deforestation and Climate Change." Global Warming 18 May 2007 1-2. 08 March 2008 <http://www.ucsusa.org/global_warming/solutions>.
This headline from the front page of the December 12, 2007, edition of The Clatskanie Chief, describes the devastation that clear cutting forests can cause. “Tons of water, mud and logs broke through an old dirt “fill” and roared down the Eilertson Creek Valley at the rural community of Woodson, Oregon on Tuesday, December 11, 2007” (Hazen 1). Highway 30 was closed for several days as a result of the mudslide, which covered the road with tons of mud, logs and a mobile home. Initially, most people thought the mudslides were caused by heavy rains, but OSU forestry officials concluded the 2004 clear cutting of trees on a nearby 2,440-acre tract of land contributed to the flooding and subsequent landslides. Slowing deforestation is essential to avoid dangerous global warming because it will reduce dangerous emissions of CO2 into the atmosphere.
Global warming is the increase of average world temperatures as a result of what is known as the greenhouse effect--Certain gases in the atmosphere act like the glass on a greenhouse, allowing sunlight through to heat the earth’s surface while trapping the heat as it radiates back into space. As the gases build up in the atmosphere, the earth gets hotter. According to a panel of researchers, global greenhouse gas emissions have increased 70% between 1970 and 2004 (IPCC 3). If no action is taken, the greenhouse effect could lead to a rise in average global temperature of between 1.5-4.5 degrees Celsius as early as the year 2030-making the world hotter than it has been for more than 100,000 years (YPTE 2). Storms and hurricanes will become more frequent and stronger as the oceans heat up, causing more water to evaporate and more droughts to occur in the heartlands. In addition, rising sea levels will cause increased flooding as polar ice caps continue to melt (YPTE 1).
Like the clear cut in Clatskanie, deforestation also has global effects. Trees are natural consumers of carbon dioxide (CO2), which is one of the main greenhouse gases. As trees grow, they absorb CO2. This is called the “carbon sink” effect. Trees are 50% carbon, and when a tree is felled or burned, the CO2 it stores is returned to the atmosphere. Tropical deforestation accounts for about twenty percent of heat-trapping gas emissions worldwide, however every forest matters. We must stop destroying forests and start replanting trees. More than 80% of the earth’s natural forests already have been destroyed (YPTE 1). Brazil and Indonesia have the two largest remaining rain forests, which are being stripped at an alarming rate by logging, fires, and land-clearing for agriculture and cattle-grazing.
Other consequences of deforestation include disruption of the water cycle: Trees draw water up through their roots and release it into the atmosphere. With removal of a forest, the region cannot hold as much water, which may cause a drier climate. With the loss of a protective cover of vegetation, more soil is lost, and silting of water courses and lakes occurs as a result of soil erosion.
Part of the solution to decrease global warming is to increase agricultural productivity so there is less demand to convert forests into farmland. Developing countries need financial assistance from more developed countries to do the job. Incentives could come in the form of carbon credits and bilateral agreements between donors and developing countries to support country-wide forest conservation projects (UCS). Selective logging and reforestation could be implemented to preserve forests, clear-cutting and burning should be outlawed both here in the northwest and around the world.
Due to the “carbon sink” effect, tropical deforestation is the largest source of emissions for many developing countries. Reducing deforestation in all areas is essential to avoid dangerous global warming. The United States and other industrialized nations must support developing countries in their efforts to limit their emissions from deforestation, and more importantly, they must reduce their own emissions and lead efforts to avert dangerous climate change (UCS 1). We all live on planet Earth, and in order to survive, we must take steps to protect Mother Nature. The devastation from clear cutting that occurred recently in Woodson, Oregon, is a reality check. Global warming affects everybody, and we must act now! Tomorrow may be too late!
Works Cited
Hazen, Deborah. "Woodson Landslide Causes Damage." The Clatskanie Chief (2007): 1
IPCC. "Summary for Policymakers." Climate Change 2007 2007: 3.
YPTE, "Global Warming." Fact Sheet. ypte.org. 8Mar 2008
Union of Concerned Scientists, "Tropical Deforestation and Climate Change." Global Warming 18 May 2007 1-2. 08 March 2008 <http://www.ucsusa.org/global_warming/solutions>.
Friday, March 14, 2008
Gunnar: Trees
Trees: Guardians of the Earth
A clean and healthy life is something every living human being should strive for. In doing so, a conscious effort in doing ones part in preventing further global warming should be a high priority on everybody’s list. The old saying, “Life is what you make it”, comes into play here as the quality of life for everyone is at stake with the global warming controversy. It is time to face reality, because we are all at risk in losing the security and comfort of our daily lives. A perfect example of this would be the storm of last December 03, 2007 here in Astoria. We local residents witnessed a severe weather pattern that is fast becoming a trend due to the Earth’s rising temperature, caused by carbon dioxide trapped in the Earth’s atmosphere. A simple and inexpensive step to mitigate the damage would be and I propose this; to plant a tree, because trees absorb the deadly carbon dioxide pollutant from the air.
Besides conserving energy, recycling, and using fossil fuels responsibly, meaning driving less, planting a tree is an effective way to reduce global warming. One might argue that not everyone can do this because it takes land to perform this task. However, true that may be, if one does not have their own land, perhaps land can be available through friends and family for planting this valuable renewable resource. Everybody knows somebody that would enjoy the beauty, shade and the filtering of air that a tree would provide. My girlfriend Karen is taking full advantage of this in our backyard. Recently she has joined the Arbor Day Foundation, who in promoting cleaner air quality, has given her a complimentary ten small trees for planting. These trees will not only enhance the beauty and habitat of our lot, they will improve the air quality of our community. NASA Scientist Christopher Potter reaffirms this with, “Planting trees on marginal agricultural lands could sequester carbon and offset at least one-fifth of the annual fossil fuel emission of carbon in the United States” (Potter 1).
Though they absorb carbon dioxide, planting trees is not the total solution of global warming. During the fall and winter seasons trees drop their leaves which contain the pollutant and the further decay of the leaves adds carbon dioxide back into the environment. Planting trees is only an important step in reducing carbon dioxide in the Earth’s atmosphere. Planting trees is not a substitute for cutting down on fossil fuel emissions and conserving energy, people’s contributions, no matter how big or small are. Large companies and business alike are going green by changing the production processes and using energy conservation. As individuals, people can support the solution of global warming by taking action and thinking green on their own terms and on their own scale.
With the increased level of carbon dioxide in the air and the Earth’s atmosphere, trees are needed for their carbon dioxide absorbing properties. Forestry Specialist Michael Kuhns explains, “All plants make food out of carbon dioxide from the air, water, and solar energy through the process of photosynthesis” (Kuhns 2). He also tells us that, “Since this wood is mainly made of carbon from carbon dioxide, tree stems and roots are good, long-term storage places for carbon” (Kuhns 3). Planting trees is an investment of air quality for ones self and for future generations. It also can be a fun way to teach a child the responsibility of preventing further global warming.
If people continue to disregard this global issue by not taking the necessary steps to decrease pollutions and make small changes, our quality of life will be threatened. It has been proven through science that our repeated careless actions including pollutants from our cars and large refineries, has caused this problem over a period of time. It is up to us to mitigate the damage and to dig ourselves out of this hole. It takes everybody actively living up to this challenge, and requires doing their part in saving our way of life. Planting a tree is an inexpensive way to help fight pollution. Programs like the Arbor Day Foundation and many others, are giving away trees to promote clean air and inspire people to execute exactly what it is that I am proposing. Trees if purchased cost as little as ten dollars up to a hundred dollars at most nurseries. It is up to each individual regarding a trees price and its species to take a stand on this issue. We cannot afford to ignore global warming any longer! Thus, planting a tree would be an inexpensive response.
Mother Nature is a fickle creature, yet she is a beautiful one. She flexes her muscle from time to time with destructive storms and severe weather. This causes great alarm in our lives. She also enhances our lives daily with her gifts of wonder and purity that are Gods creations. Global warming is the man made evil that disrupts this beauty. Together, we can all make a difference that counts. Simply planting a tree is an easy place to start.
A clean and healthy life is something every living human being should strive for. In doing so, a conscious effort in doing ones part in preventing further global warming should be a high priority on everybody’s list. The old saying, “Life is what you make it”, comes into play here as the quality of life for everyone is at stake with the global warming controversy. It is time to face reality, because we are all at risk in losing the security and comfort of our daily lives. A perfect example of this would be the storm of last December 03, 2007 here in Astoria. We local residents witnessed a severe weather pattern that is fast becoming a trend due to the Earth’s rising temperature, caused by carbon dioxide trapped in the Earth’s atmosphere. A simple and inexpensive step to mitigate the damage would be and I propose this; to plant a tree, because trees absorb the deadly carbon dioxide pollutant from the air.
Besides conserving energy, recycling, and using fossil fuels responsibly, meaning driving less, planting a tree is an effective way to reduce global warming. One might argue that not everyone can do this because it takes land to perform this task. However, true that may be, if one does not have their own land, perhaps land can be available through friends and family for planting this valuable renewable resource. Everybody knows somebody that would enjoy the beauty, shade and the filtering of air that a tree would provide. My girlfriend Karen is taking full advantage of this in our backyard. Recently she has joined the Arbor Day Foundation, who in promoting cleaner air quality, has given her a complimentary ten small trees for planting. These trees will not only enhance the beauty and habitat of our lot, they will improve the air quality of our community. NASA Scientist Christopher Potter reaffirms this with, “Planting trees on marginal agricultural lands could sequester carbon and offset at least one-fifth of the annual fossil fuel emission of carbon in the United States” (Potter 1).
Though they absorb carbon dioxide, planting trees is not the total solution of global warming. During the fall and winter seasons trees drop their leaves which contain the pollutant and the further decay of the leaves adds carbon dioxide back into the environment. Planting trees is only an important step in reducing carbon dioxide in the Earth’s atmosphere. Planting trees is not a substitute for cutting down on fossil fuel emissions and conserving energy, people’s contributions, no matter how big or small are. Large companies and business alike are going green by changing the production processes and using energy conservation. As individuals, people can support the solution of global warming by taking action and thinking green on their own terms and on their own scale.
With the increased level of carbon dioxide in the air and the Earth’s atmosphere, trees are needed for their carbon dioxide absorbing properties. Forestry Specialist Michael Kuhns explains, “All plants make food out of carbon dioxide from the air, water, and solar energy through the process of photosynthesis” (Kuhns 2). He also tells us that, “Since this wood is mainly made of carbon from carbon dioxide, tree stems and roots are good, long-term storage places for carbon” (Kuhns 3). Planting trees is an investment of air quality for ones self and for future generations. It also can be a fun way to teach a child the responsibility of preventing further global warming.
If people continue to disregard this global issue by not taking the necessary steps to decrease pollutions and make small changes, our quality of life will be threatened. It has been proven through science that our repeated careless actions including pollutants from our cars and large refineries, has caused this problem over a period of time. It is up to us to mitigate the damage and to dig ourselves out of this hole. It takes everybody actively living up to this challenge, and requires doing their part in saving our way of life. Planting a tree is an inexpensive way to help fight pollution. Programs like the Arbor Day Foundation and many others, are giving away trees to promote clean air and inspire people to execute exactly what it is that I am proposing. Trees if purchased cost as little as ten dollars up to a hundred dollars at most nurseries. It is up to each individual regarding a trees price and its species to take a stand on this issue. We cannot afford to ignore global warming any longer! Thus, planting a tree would be an inexpensive response.
Mother Nature is a fickle creature, yet she is a beautiful one. She flexes her muscle from time to time with destructive storms and severe weather. This causes great alarm in our lives. She also enhances our lives daily with her gifts of wonder and purity that are Gods creations. Global warming is the man made evil that disrupts this beauty. Together, we can all make a difference that counts. Simply planting a tree is an easy place to start.
Tuesday, March 4, 2008
RN writes about Dove pro-age campaign
Does Beauty Have an Age Limit?
In 2006, Dove came out with a campaign for Real Beauty: pro-age; pro-age advertisements showcase women age fifty and over. Dove is a leading brand in beauty care products and is challenging the “only young-is beautiful” stereotype. This particular ad for Dove pro-age beauty body lotion is located in the January 2008 issue of Better Homes and Gardens, a magazine which focuses on middle-aged women’s interests regarding homes, cooking, healthy living and decorating. The Dove pro-age website can be accessed at doveproage.com to view ad in its entirety. The magazine advertisement depicts a woman who looks closer to thirty three than fifty; however, this photograph appears air brushed, implying that Dove is not being completely honest in their advertising campaign. The model looks much older on the video website, (Dove Pro-Age ad – AOL Video), with saggy skin and wrinkles. In the magazine advertisement, she appears confident and aware of her sexuality. Her skin is clear and smooth, without wrinkles or age spots and she has nicely manicured nails and a wide smile with dazzling white teeth. Her entire body (olive skin) is the focal point for the advertisement. She is clearly a great advertisement for pro-age because she is ageless, living proof that women are genuinely stunning at any age. Cosmetic companies are going to have to change their tactics and use older women to model their beauty products because many of their best customers are entering middle age.
Women born between 1946 and 1964 are called baby boomers and make up a large part of the population. Many baby boomers are pushing sixty but refuse to admit their age; they don’t want to be younger, just look younger. In the beauty industry, young models are used to sell products, even those aimed at older women (Herman 1). In order to appeal to an aging population, beauty companies must hire real women that middle aged women can relate to. Advertisers focus their marketing on younger women, not realizing that sixty-five to seventy-four-year-old consumers outspend their counter-parts in the thirty-five to forty-four-year-old categories. Youth, beauty, and vitality are highly valued by Americans (Monsees 2).
The term ageism refers to a deep prejudice against elderly; people stereotype others based on old age. One stereotype is that old people are ugly.
Beauty is associated with youth, and women fear the loss of their beauty as they age. Some other cultures admire the characteristics of old age. In Japan, silver hair and wrinkles are often admired as signs of wisdom, maturity, and long years of service. (Palmore 12)
Cosmetic companies are often afraid to hire middle aged women because they are “over the hill” and fear that sales will decline if a young and beautiful woman isn’t marketing their product; however, the fifty plus generation is expected to grow from eighty nine million to 111 million in the next decade and they are spending more money than their younger counterparts. It is more realistic to have a fifty plus woman advertising an anti-aging product than a twenty year old. Smart companies who have older women sell their products will notice a huge increase in sales volume.
“Pro-active” or “pro-age” are words that are used frequently in contemporary advertising. Pro-active skin care is aimed at the teenage and early twenties population and has been around for at least ten years. The Dove pro-age campaign is adding a new spin to the word proactive, targeting older populations; “pro” is a positive word, making the aging process more palatable. Iam’s dog food recently introduced a new formula for older dogs, called proactive dog food. Proactive dog food supposedly keeps dogs healthy longer and extends their lifespan.
Kudos to Dove for going out on a limb and reaching out to middle aged women. Several other major cosmetic companies, including Revlon, are hopping on the bandwagon after seeing the success that Dove has achieved. Dove’s marketing approach continues to differ from the norm because it doesn’t hire celebrities for the pro-age campaign. Ordinary women over fifty try out for the ad campaign and are hired based on their honest, real beauty. The only change Dove needs to make in its advertising campaign is to cut out the air brushing; show the complete woman in her own skin. Companies like L’Oreal and Dior are forking out millions of dollars for natural-looking celebrities; for example, Jane Fonda and Sharon Stone have signed contracts to promote beauty products for older women.
In 2006, Dove came out with a campaign for Real Beauty: pro-age; pro-age advertisements showcase women age fifty and over. Dove is a leading brand in beauty care products and is challenging the “only young-is beautiful” stereotype. This particular ad for Dove pro-age beauty body lotion is located in the January 2008 issue of Better Homes and Gardens, a magazine which focuses on middle-aged women’s interests regarding homes, cooking, healthy living and decorating. The Dove pro-age website can be accessed at doveproage.com to view ad in its entirety. The magazine advertisement depicts a woman who looks closer to thirty three than fifty; however, this photograph appears air brushed, implying that Dove is not being completely honest in their advertising campaign. The model looks much older on the video website, (Dove Pro-Age ad – AOL Video), with saggy skin and wrinkles. In the magazine advertisement, she appears confident and aware of her sexuality. Her skin is clear and smooth, without wrinkles or age spots and she has nicely manicured nails and a wide smile with dazzling white teeth. Her entire body (olive skin) is the focal point for the advertisement. She is clearly a great advertisement for pro-age because she is ageless, living proof that women are genuinely stunning at any age. Cosmetic companies are going to have to change their tactics and use older women to model their beauty products because many of their best customers are entering middle age.
Women born between 1946 and 1964 are called baby boomers and make up a large part of the population. Many baby boomers are pushing sixty but refuse to admit their age; they don’t want to be younger, just look younger. In the beauty industry, young models are used to sell products, even those aimed at older women (Herman 1). In order to appeal to an aging population, beauty companies must hire real women that middle aged women can relate to. Advertisers focus their marketing on younger women, not realizing that sixty-five to seventy-four-year-old consumers outspend their counter-parts in the thirty-five to forty-four-year-old categories. Youth, beauty, and vitality are highly valued by Americans (Monsees 2).
The term ageism refers to a deep prejudice against elderly; people stereotype others based on old age. One stereotype is that old people are ugly.
Beauty is associated with youth, and women fear the loss of their beauty as they age. Some other cultures admire the characteristics of old age. In Japan, silver hair and wrinkles are often admired as signs of wisdom, maturity, and long years of service. (Palmore 12)
Cosmetic companies are often afraid to hire middle aged women because they are “over the hill” and fear that sales will decline if a young and beautiful woman isn’t marketing their product; however, the fifty plus generation is expected to grow from eighty nine million to 111 million in the next decade and they are spending more money than their younger counterparts. It is more realistic to have a fifty plus woman advertising an anti-aging product than a twenty year old. Smart companies who have older women sell their products will notice a huge increase in sales volume.
“Pro-active” or “pro-age” are words that are used frequently in contemporary advertising. Pro-active skin care is aimed at the teenage and early twenties population and has been around for at least ten years. The Dove pro-age campaign is adding a new spin to the word proactive, targeting older populations; “pro” is a positive word, making the aging process more palatable. Iam’s dog food recently introduced a new formula for older dogs, called proactive dog food. Proactive dog food supposedly keeps dogs healthy longer and extends their lifespan.
Kudos to Dove for going out on a limb and reaching out to middle aged women. Several other major cosmetic companies, including Revlon, are hopping on the bandwagon after seeing the success that Dove has achieved. Dove’s marketing approach continues to differ from the norm because it doesn’t hire celebrities for the pro-age campaign. Ordinary women over fifty try out for the ad campaign and are hired based on their honest, real beauty. The only change Dove needs to make in its advertising campaign is to cut out the air brushing; show the complete woman in her own skin. Companies like L’Oreal and Dior are forking out millions of dollars for natural-looking celebrities; for example, Jane Fonda and Sharon Stone have signed contracts to promote beauty products for older women.
Monday, March 3, 2008
Good Ol Boy: Analysis of Media Today
Has the World Gone Nuts?
Imagine the most homely looking women that you can think of and multiply the intensity of her unattractiveness by 10, and you have the main character of this commercial. Imagine this women walking into an elevator, already occupied with an attractive man, wearing a pink suit and knee length skirt accompanied by matching pink cowboy boots. In these situations you would expect the attractive man to be repulsed by this woman, with the never ending eyebrow, but in this strange case the man begins to silently flirt with this heavyset woman. The commercial continues with this same women captivating all the men, that she passes, so that they are so detracted that they forget what they are doing or where they are. Finally the commercial ends with the women back at her apartment, but instead of putting on perfume as other women would do; she rubs planters cashews all over her neck.
This commercial for Planter Cashews makes the large unstated assumption; men love Planters Nuts so much that their judgment is impaired by the mere smell of it. This commercial depicts men, that should have high standards for the type of women they are attracted to, blinded by the smell of planters nuts. These men find themselves lowering their standard and dropping head over heels for an unattractive woman. In most cases the only thing to impair some ones judgment that much is excessive amounts of alcohol. So this presents a question, is Planters Nuts saying that you get the same affects as you do alcohol when you eat Planters Nuts? The answer to this question is no, at least in my mind it is, Planters Nuts is merely suggesting that every thing is better with Planters Nuts. This theme has appeared in many of the latest commercials including I.H.O.P.’s statement that a speeding ticket is better with wiped cream.
Even though there are more men in this commercial then there are women, this commercial is directed towards women. This commercial employs emotional appeals to attract women to buy Planter Nuts telling women that by rubbing Planters Nuts on themselves they can have any man they want. I liken this commercial to the Axe commercials of the past.
It could even be argued that this commercial resembles the Axe commercial so much, that Planters Nuts must have created their commercial as a spoof of the Axe commercial. It has been like a buffalo stampede with advertisers today, if one finds a good idea for their product the rest follow and use the same idea for their individual commercials.
Further analysis of this commercial provides evidence of other television clichés present. For example the commercial starts off with cupid stringing his arrow of obsession in an elevator; a scene we have seen on multiple episodes of Grey’s Anatomy. Also the commercial is based on another advertising ploy; creatively named manstincts. These so called manstincts suggest that all men have the same instinct and live by the same rules; yet another spoof, this one on the Man Law Commercials.
The Planters Peanuts Commercial is a perfect example of this buffalo stampede of advertisers. Axe Body Spray and Deodorant came up with the ingenious idea of creating a commercial depicting an average looking boy and sometimes a below average looking boy becoming instantly desirable by women of all ages by simply spraying himself with Axe’s Body Spray. Planters Peanuts commercial, along with many others, have taken this idea and ran with it. So much so, now it is not original and barely worth mentioning. So this begs the question; why would Planters peanuts use this particular commercial for their Super Bowl Debut?
The answer to this question is the simple but powerful word Humor. Planters Peanuts has taken an over used idea and added their own little spin; it is because this commercial is a spoof that it was a hit, making this commercial worth all the time and money that went into it. By making the woman extraordinarily ugly and not just ugly and by adding all the accidents that happen to the men that were distracted, Planters Peanuts made a commercial worth remembering; it was humor that made the commercial a success.
howdee...from nancy cee
yes, the blog is working, and yes, i'm checking to see who's in here. way to go gunnar... your posts look great. i took the liberty of poaching a tugboat from the Foss site to support your argument. don't forget to respond to your peers with comments. and feel free to add images to help engage your audience.
Sunday, March 2, 2008
Gunnar: Green Tugs
Green Tugs
Foss Maritimes ad depicting its shiny green and white, clean and well maintained hybrid tug is dwarfed by the bow section of a mammoth container ship, between maneuvers. The forward towline from the tugs bow winch leads upward lazily with a slight belly in the line, thus is connected to the ships port side bow bitts, while two Able-bodied seaman from the ships crew standby. This promotes smooth operation in conveying a controlled situation with the use of this new vessel technology in handling a mighty cargo ship. Foss Maritimes excellence and professionalism are shown in this close quarters maneuvering scenario.
On a typical sunny and hazy Long Beach, California day, a nine hundred foot container ship is transiting through the harbor to its berth at the Port of Long Beach. Calm green hued water breaks with white streaked boils as a highly maneuverable hybrid Foss tugboat is tethered with an assist line to the giant ships bow. The new breed of tugboat will then escort the colossal hulk loaded with containerized goods from all over the world to a dock to be unloaded and the products distributed to their respective vendors. The Port of Long Beach California is the largest handler of containerized cargo on the west coast and the United States (Long Beach Facts, 1). With so many ships transporting tremendous amounts of cargo, the Port of Long Beach, CA relies on heavily on escort and ship assist services from a number of tugboat companies. Foss Maritime is one of those companies and is going the extra distance in providing this service with its new “Dolphin Class” hybrid tugboat. This tugboat is an environmentally friendly, “Green” compliant vessel that is the first of its kind, thus bringing a new wave to the frontier of fighting Global Warming, while providing an important service (Foss, 2).
This ad promotes cleaner air and fuel consumption much like the hybrid cars on the roads and highways today, via the waterways. In an already dirty industry that transports oils, fuel and chemicals, while relying heavily on these, Foss Maritime is setting the standards of the Maritime Industry with its hybrid tugboat, leaving the competitors in its wake. This first of its kind tugboat produces energy on demand with batteries charged by diesel engines for main propulsion and generators. While in standby mode alongside a giant ship, the tugs’ main engines will be secured, no longer idling and burning fuel, thus causing pollution. Per a statement regarding this new vessel, “The lower fuel consumption results in reductions of carbon emissions, a contributor to greenhouse gas, as well as sulfur emissions” (Green Car Congress, 2007).
Foss Maritime is taking a proactive approach in fighting Global Warming with this ten million dollar (The Daily News, 3), prototype vessel, backed by a $1.35 million donation from the smoggy Ports of Los Angeles and Long Beach California for construction (Green Car Congress, 2007). This ad is sending a message to all the towboat competitors to get on board and to promote cleaner air and waterways. Global Warming is defined as “An increase in the average temperature of the earth’s atmosphere, especially a sustained increase sufficient to cause climatic change” (Forecast Earth, 4). Foss Maritime is furthering the fight in building more hybrid tugboats and retro-fitting their already existing harbor tug fleet for future business. With this magazine ad in a professional mariner publication, Foss Maritime proves they are a leader in the Maritime industry, showcasing their innovations in relation to this global issue.
The Maritime industry revolves around working with and in Mother Nature. I have stood on the decks of tugboats and pilot boats alongside giant ships and can say, one does not fully appreciate their size and all of the factors including; weather tides and currents in safely handling these giants until you can put your hand on their massive hull. Competent Captains safely maneuvering in these delicate situations with top of the line equipment makes all the difference in the world, I can assure you! Foss portrays this in this ad, though the tug and ship are bow to bow, with its “Green Hybrid Tug” and the professionalism in vessel handling.
Mother Nature as mariners know is very unpredictable and demands respect. It takes everyone doing their part in preventing further Global Warming by recycling, conservation, and even driving less. Foss Maritime again, are setting the standards of the Maritime industry with these innovative tugboats, fighting air pollution and thereby preventing the monster that is global warming.
Foss Maritimes ad depicting its shiny green and white, clean and well maintained hybrid tug is dwarfed by the bow section of a mammoth container ship, between maneuvers. The forward towline from the tugs bow winch leads upward lazily with a slight belly in the line, thus is connected to the ships port side bow bitts, while two Able-bodied seaman from the ships crew standby. This promotes smooth operation in conveying a controlled situation with the use of this new vessel technology in handling a mighty cargo ship. Foss Maritimes excellence and professionalism are shown in this close quarters maneuvering scenario.
On a typical sunny and hazy Long Beach, California day, a nine hundred foot container ship is transiting through the harbor to its berth at the Port of Long Beach. Calm green hued water breaks with white streaked boils as a highly maneuverable hybrid Foss tugboat is tethered with an assist line to the giant ships bow. The new breed of tugboat will then escort the colossal hulk loaded with containerized goods from all over the world to a dock to be unloaded and the products distributed to their respective vendors. The Port of Long Beach California is the largest handler of containerized cargo on the west coast and the United States (Long Beach Facts, 1). With so many ships transporting tremendous amounts of cargo, the Port of Long Beach, CA relies on heavily on escort and ship assist services from a number of tugboat companies. Foss Maritime is one of those companies and is going the extra distance in providing this service with its new “Dolphin Class” hybrid tugboat. This tugboat is an environmentally friendly, “Green” compliant vessel that is the first of its kind, thus bringing a new wave to the frontier of fighting Global Warming, while providing an important service (Foss, 2).
This ad promotes cleaner air and fuel consumption much like the hybrid cars on the roads and highways today, via the waterways. In an already dirty industry that transports oils, fuel and chemicals, while relying heavily on these, Foss Maritime is setting the standards of the Maritime Industry with its hybrid tugboat, leaving the competitors in its wake. This first of its kind tugboat produces energy on demand with batteries charged by diesel engines for main propulsion and generators. While in standby mode alongside a giant ship, the tugs’ main engines will be secured, no longer idling and burning fuel, thus causing pollution. Per a statement regarding this new vessel, “The lower fuel consumption results in reductions of carbon emissions, a contributor to greenhouse gas, as well as sulfur emissions” (Green Car Congress, 2007).
Foss Maritime is taking a proactive approach in fighting Global Warming with this ten million dollar (The Daily News, 3), prototype vessel, backed by a $1.35 million donation from the smoggy Ports of Los Angeles and Long Beach California for construction (Green Car Congress, 2007). This ad is sending a message to all the towboat competitors to get on board and to promote cleaner air and waterways. Global Warming is defined as “An increase in the average temperature of the earth’s atmosphere, especially a sustained increase sufficient to cause climatic change” (Forecast Earth, 4). Foss Maritime is furthering the fight in building more hybrid tugboats and retro-fitting their already existing harbor tug fleet for future business. With this magazine ad in a professional mariner publication, Foss Maritime proves they are a leader in the Maritime industry, showcasing their innovations in relation to this global issue.
The Maritime industry revolves around working with and in Mother Nature. I have stood on the decks of tugboats and pilot boats alongside giant ships and can say, one does not fully appreciate their size and all of the factors including; weather tides and currents in safely handling these giants until you can put your hand on their massive hull. Competent Captains safely maneuvering in these delicate situations with top of the line equipment makes all the difference in the world, I can assure you! Foss portrays this in this ad, though the tug and ship are bow to bow, with its “Green Hybrid Tug” and the professionalism in vessel handling.
Mother Nature as mariners know is very unpredictable and demands respect. It takes everyone doing their part in preventing further Global Warming by recycling, conservation, and even driving less. Foss Maritime again, are setting the standards of the Maritime industry with these innovative tugboats, fighting air pollution and thereby preventing the monster that is global warming.
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