Example research essay topic: Sprite’s Use Of Advertising In Securing Consumers – 682 words

Advertisements of today are frivolous at best,
downright ridiculous at worst. Buy this cream and
never age. Wear these jeans and attract beautiful
men. Get perfect abs with no effort at all. Todays
market-savvy consumer will not buy into the
fraudulent television commercials of yesterday.
Ads that center on a products powers to transform
a person into someone more hip, sexy, and
fashionable, have become easily recognizable as
ludicrous and false, and have thus lost their
effectiveness. In the last few years, however, a
new breed of commercial advertising has sprung up:
the anti-ad.

The Sprite soft drink corporations
Image is nothing ads are a good example of how
these ads, though nothing more than television
commercials themselves, mock the entire
institution of advertising in a ploy to attract
ad-weary consumers. Anti-advertising shines a new
light on marketing, playing on consumer skepticism
while putting a new spin on an old selling
technique. The idea is to spoof propaganda,
telling the audience that they, the producers of
this ad and makers of this product, would never
try to con consumers by using dishonest marketing
tactics. In all honesty, however, the success of
the ad depends entirely on just such a ploy. The
Sprite Corporation has repeatedly made connections
with anything hip and trendy, using basketball and
hip-hop as central themes and Grant Hill as a
spokesperson, obviously in hopes of having these
adjectives associated with their product in the
eye of their public. Sprite has often tried to set
itself up as the product that discourages this
kind of scheme.

Their Image is nothing campaign
works on the principle that physical attributes
like beauty, youth, and sex appeal cannot be
transferred or exchanged to people by means of a
product. The Sprite ads tell viewers that soda
will not improve their looks or give them
basketball skills. One such ad shows tough
looking, urban athletes using power and force to
promote Sprite. The humor comes when the director
yells, Cut, and the rough-neck kids from the
streets turn out to be whining thespians,
complaining about motivation and trailer space.
Another ad shows a young kid drinking Sprite and
attempting to dunk a basketball, only to be
brutally rejected by the front of the rim. These
and other similar ads commend the audience for
recognizing that products, particularly soft
drinks, do not make them cool or more appealing to
the opposite sex or better at sports. While other
ads may subtly suggest that their products do so,
Sprite seems to be exposing the folly of such
notions.

Their slogan Image is nothing. Thirst is
everything. Obey your thirst, cleverly tells the
consumer not to fall for advertising gimmicks,
while at the same time insinuating that the
audience should drink Sprite instead of other soft
drinks. While on the surface these commercials may
seem to be anti-ads, abstaining from traditional,
manipulative marketing techniques in favor of a
new honest and forthright method of advertising,
they are actually exactly the type of ads they are
mocking. If image is nothing and thirst is
everything, why do none of the ads mention
anything about thirst, or anything about Sprite?
The Sprite ads make fun of advertising, and in
doing so, act as if their commercials were
something other than advertisements themselves.
The anti-ad technique gives the consumer a claim
of independent thought by cleverly making them
think that they drink Sprite because they choose
to drink it. Sprite tries to instill the idea that
the consumer has independently chosen this product
because they deem it worthy, not because of a
manipulative marketing ploy.

Using the anti-ad
technique, ad makers mock their own craft by
showing consumers how manipulative ads really are,
making viewers chuckle in agreement, but buy that
product anyway. The Sprite ads do make a point:
viewers are not going to become beautiful or
talented people just because they buy a product
peddled by a beautiful and talented person. No
doubt, the ads are clever and funny, but consumers
need to be aware of this new scheme, and not be
tricked by such advertising tactics..

Research essay sample on Sprites Use Of Advertising In Securing Consumers