Marketing southwest airlines

Gone were the days when companies used to be product-focused, utilizing salespeople to sell their products to the market without any specific goals in mind. The advent of marketing changed all this and has since revolutionized the manner of marketing certain products and services. This paper shall look into the marketing strategies Southwest Airlines is currently utilizing to gain a good market share amidst a long list of airline companies today. Southwest Airlines Southwest Airlines was initially incorporated to serve three cities in Texas as Air Southwest on March 15, 1967, by Rollin King and Herb Kelleher. Air Southwest changed its name to Southwest Airlines In early 1971 and the first flight was recorded on June 18, 1971.   Over the years, Southwest has added improved 737 variants but has stayed within the Boeing 737 family to reduce operating costs. Because this technique simplified training, maintenance, and ground operations, it revolutionized the industry's approach to building aircraft fleets. In January 2005 Southwest put to rest its remaining 737-200, the oldest type in its fleet. This event was highlighted with employees wearing pajamas for an early morning flight covering the original Dallas-San Antonio-Houston before returning to Dallas and called this â€Å"putting the -200s to bed†. Marketing Strategies Southwest is known for putting value to the most important people, the customers and the employees. The success of behind a company’s success is its people who understand the significant contribution of their company. Southwest believes that with unsatisfied employees may be translated to unsatisfied customers. The company is known for its distinct customer service philosophy.   Lovelock and Wirtz (2002, p. 58) made is clear that a good customer service spells a big difference in gaining a good number of customers. Southwest must see to it that despite the large number of airline companies that exist today, customers must continue to fly their airline. This is no easy task considering the challenge of trying to beat the other airlines who may offer lower fares or provide more valuable services. Flying on Southwest is quite different from that of most other U.S. airlines such as that tickets are only available and may be purchased from the airline itself. They are not available through travel agents or through common online venues. The tickets may be bought over the phone or via online transactions at the company’s website. Another thing that sets the company aparts from other airline companies is that reservations can be changed at will without corresponding penalties. To an ordinary customer, this service means so much. There’s another way Southwest is doing to gain more customers. It offers Rapid Rewards where customers receive one credit per each one-way ticket (http://www.airfleets.net/ageflotte/Southwest%20Airlines.htm). This program was eventually modified to provide a better offer to customers who frequently fly the airline company. In February 2006, Southwest instituted Capacity Controls to redeeming its free tickets. This means that the airline limits the seats offered to frequent travelers using free certificates on each flight, whereas previously if there was a seat available, you could use the award, provided you were not flying on one of the five blackout dates. Southwest has added fun in its advertisements such as â€Å"just Plane Smart,† The Somebody Else Up There Who Loves You† and â€Å"The Low Fare Airline†. This is its way of reaching to its targeted audience in the simplest and easiest way possible. Since the 1990s, Southwest has come up with television campaigns based on the phrase â€Å"Wanna get away?† Their TV commercilas are filled with funny scenes showing how people appear during situations they find themselves while ‘wanting to get away’. What really distinguishes Southwest from other airlines is its sound clip ‘ding which is now being associated with the company. Conclusion No amount of enticing marketing strategies will be able to entice the most number of customers if all they get are airline employees who give them the cold shoulder. This is something that Soutwest is being known for and its management is trying to build up among its employees. Southwest employees are generally regarded for their friendliness. The Economist   came up woth a Special report entitled â€Å"Low-cost airlines Turbulent Skies† in July 8, 2004 highlighting the present dilemma airline companies are facing. The 9/11 incident actually changed the way people are dealing with airline companies. No one can deny the fact that people have started developing a kind of fear against flying. Peterson (2004 p.124 ) illustrates the changes which companies like Southwest may undertake to compete with the times by using marketing principles attuned to the times. As Lovelock and Wirtz (2002), there are better ways to deal with certain situations that beset companies like Southwest. The problem left by the 9/11 incident among airline companies, the best way to sell or encourage more customers to fly Southwest is to offer them more than just low-cost fares. It is important to provide them the best customer service experience no other airline can give. Works Cited: http://www.airfleets.net/ageflotte/Southwest%20Airlines.htm (Retrieved September 12, 2006) Lovelock, C., & Wirtz, J. Services Marketing People Technology Strategy. McGraw-Hill/Irwin. July 2002 Low-cost airlines Turbulent Skies. The Economist Special Report. Jul 8th 2004 Peterson, B.   Blue Streak: Inside jetBlue, the Upstart that Rocked an Industry. Portfolio Hardcover. 2004      

Barbie Nation essays

Barbie Nation essays Susan Sterns film Barbie Nation: An Unauthorized Tour provides an in depth look at the world of Barbie that most people would never know about. The audience is taken on a tour of the country and different Barbie collectors that are found all over the world. The film opens with an out of focus, very colorful shot that is difficult to figure out what it is. As the camera moves back it is revealed that they are Barbie shoes in an aquarium. From this bizarre opening image the film shows shots of some of the early Barbie commercials, Barbie auctions where some dolls are sold for more than four thousand dollars, and shots of gay pride marches. In these marches they show men dressed up like Barbie dolls while they march. All of these shots, along with the music in the background give the viewer an impression that the film will be an odd view on Barbie. The film uses voiceover narration to help give the audience more information. It is very well done in the film. While using narration to provide the viewer with information that they wouldnt be able to get from the movie alone, the filmmakers are able to keep the voiceover from getting in the way of the action in the film. One of the main sequences in the film showed the Barbie art gallery. This scene helped to add to the overall bizarre feeling of the film. The art show was used to give a more in depth look at some of the more strange areas of Barbie. The filmmakers kept the shots of each individual Barbie art piece moving fast enough to keep the viewer interested. Mixed in with the shots of the Barbie art were interview segments getting the reactions of people in the museum to each piece. The main focus was on the Barbie on the crucifix and one ladies reaction to it. Between shots of other Barbies, such as homicide Barbie, homeless Barbie, hooker Barbie, and sweatshop Barbie, the focus was always bought back to the crucifix Barbie. With the musi...

Oliver Goldsmiths Classic Essay on the Man in Black

Oliver Goldsmith's Classic Essay on the Man in Black Best known for his comic play She Stoops to Conquer and the novel The Vicar of Wakefield, Oliver Goldsmith was also one of the most prominent essayists of the 18th century. The Character of the Man in Black (originally published in the Public Ledger) appears in Goldsmiths most popular essay collection, The Citizen of the World. Though Goldsmith said that the Man in Black was modeled on his father, an Anglican curate, more than one critic has observed that the character bears a striking resemblance to the author: In fact, Goldsmith himself seems to have had difficulty reconciling his philosophic opposition to charity with his own tenderness toward the poorthe conservative with the man of feeling. . . . As foolishly luxurious as Goldsmith may have considered [the Man in Blacks] behavior, he apparently found it natural and almost unavoidable for a man of sentiment.(Richard C. Taylor, Goldsmith as Journalist . Associated University Presses, 1993) After reading The Character of the Man in Black, you may find it worthwhile to compare the essay with Goldsmiths A City Night-Piece and with George Orwells Why Are Beggars Despised? Letter 26: The Character of the Man in Black, With Some Instances of His Inconsistent Conduct To the Same. 1 Though fond of many acquaintances, I desire an intimacy only with a few. The Man in Black, whom I have often mentioned, is one whose friendship I could wish to acquire, because he possesses my esteem. His manners, it is true, are tinctured with some strange inconsistencies; and he may be justly termed a humorist in a nation of humorists. Though he is generous even to profusion, he affects to be thought a prodigy of parsimony and prudence; though his conversation be replete with the most sordid and selfish maxims, his heart is dilated with the most unbounded love. I have known him profess himself a man-hater, while his cheek was glowing with compassion; and, while his looks were softened into pity, I have heard him use the language of the most unbounded ill-nature. Some affect humanity and tenderness, others boast of having such dispositions from nature; but he is the only man I ever knew who seemed ashamed of his natural benevolence. He takes as much pains to hide his feelings, as any hypocrite would to conceal his indifference; but on every unguarded moment the mask drops off, and reveals him to the most superficial observer. 2 In one of our late excursions into the country, happening to discourse upon the provision that was made for the poor in England, he seemed amazed how any of his countrymen could be so foolishly weak as to relieve occasional objects of charity, when the laws had made such ample provision for their support. In every parish-house, says he, the poor are supplied with food, clothes, fire, and a bed to lie on; they want no more, I desire no more myself; yet still they seem discontented. I am surprised at the inactivity of our magistrates in not taking up such vagrants, who are only a weight upon the industrious; I am surprised that the people are found to relieve them, when they must be at the same time sensible that it in some measure encourages idleness, extravagance, and imposture. Were I to advise any man for whom I had the least regard, I would caution him by all means not to be imposed upon by their false pretences; let me assure you, sir, they are imposters, every one of them; and rather merit a prison than relief. 3 He was proceeding in this strain earnestly, to dissuade me from an imprudence of which I am seldom guilty, when an old man, who still had about him the remnants of tattered finery, implored our compassion. He assured us that he was no common beggar, but forced into the shameful profession to support a dying wife and five hungry children. Being prepossessed against such falsehoods, his story had not the least influence upon me; but it was quite otherwise with the Man in Black: I could see it visibly operate upon his countenance, and effectually interrupt his harangue. I could easily perceive, that his heart burned to relieve the five starving children, but he seemed ashamed to discover his weakness to me. While he thus hesitated between compassion and pride, I pretended to look another way, and he seized this opportunity of giving the poor petitioner a piece of silver, bidding him at the same time, in order that I should hear, go work for his bread, and not tease passengers with suc h impertinent falsehoods for the future. 4 As he had fancied himself quite unperceived, he continued, as we proceeded, to rail against beggars with as much animosity as before: he threw in some episodes on his own amazing prudence and economy, with his profound skill in discovering impostors; he explained the manner in which he would deal with beggars, were he a magistrate; hinted at enlarging some of the prisons for their reception, and told two stories of ladies that were robbed by beggarmen. He was beginning a third to the same purpose, when a sailor with a wooden leg once more crossed our walks, desiring our pity, and blessing our limbs. I was for going on without taking any notice, but my friend looking wistfully upon the poor petitioner, bid me stop, and he would show me with how much ease he could at any time detect an impostor. 5 He now, therefore, assumed a look of importance, and in an angry tone began to examine the sailor, demanding in what engagement he was thus disabled and rendered unfit for service. The sailor replied in a tone as angrily as he, that he had been an officer on board a private ship of war, and that he had lost his leg abroad, in defence of those who did nothing at home. At this reply, all my friends importance vanished in a moment; he had not a single question more to ask: he now only studied what method he should take to relieve him unobserved. He had, however, no easy part to act, as he was obliged to preserve the appearance of ill-nature before me, and yet relieve himself by relieving the sailor. Casting, therefore, a furious look upon some bundles of chips which the fellow carried in a string at his back, my friend demanded how he sold his matches; but, not waiting for a reply, desired in a surly tone to have a shillings worth. The sailor seemed at first surprised at his demand, b ut soon recollected himself, and presenting his whole bundle, Here master, says he, take all my cargo, and a blessing into the bargain. 6 It is impossible to describe with what an air of triumph my friend marched off with his new purchase: he assured me that he was firmly of opinion that those fellows must have stolen their goods who could thus afford to sell them for half value. He informed me of several different uses to which those chips might be applied; he expatiated largely upon the savings that would result from lighting candles with a match, instead of thrusting them into the fire. He averred, that he would as soon have parted with a tooth as his money to those vagabonds, unless for some valuable consideration. I cannot tell how long this panegyric upon frugality and matches might have continued, had not his attention been called off by another object more distressful than either of the former. A woman in rags, with one child in her arms, and another on her back, was attempting to sing ballads, but with such a mournful voice that it was difficult to determine whether she was singing or crying. A wretch, who i n the deepest distress still aimed at good-humour, was an object my friend was by no means capable of withstanding: his vivacity and his discourse were instantly interrupted; upon this occasion his very dissimulation had forsaken him. Even in my presence he immediately applied his hands to his pockets, in order to relieve her; but guess his confusion, when he found he had already given away all the money he carried about him to former objects. The misery painted in the womans visage was not half so strongly expressed as the agony in his. He continued to search for some time, but to no purpose, till, at length recollecting himself, with a face of ineffable good-nature, as he had no money, he put into her hands his shillings worth of matches.

Two Articles Review - Early Childhood Education Article

Two Articles Review - Early Childhood Education - Article Example Having the tests done also helps improve the learning of the child and give accountability by the various stakeholders. Critical analysis The article seeks to provide required information on how to determine school readiness in different children. It features various assessments tests and how they are conducted. Maxwell and Clifford state in the journal of young children on the web, children may or may not be ready for school. Maxwell and Clifford state that a child’s development skills are mostly influenced by families and interaction with other people in the environment (5). Additionally, the authors state that children’s skills can be enhanced once in school if the teacher is well prepared. The authors are also quick to note that despite the numerous advantages gained from conducting readiness assessments, few limitations also exist. Each assessment tool is usually designed for key purposes; hence it is difficult for it to be used for other purposes (Maxwell, and Cli fford 6). The themes outlined by the authors in this article are easily applicable in early childhood education. The information given can be used to determine whether a child requires special attention from an early stage. Application of the Key Theme a) Determines the skills required in teaching: The teacher should embark on lessons that are based on teaching numerical. He or she should have the numbers displayed on classroom walls throughout the week. Each child should be given the chance to learn how to write and read the number in the correct order. The teacher should use colorful blocks to display the numbers. At the end of the week each child can arrange the numbers using the blocks. The ability of children to do this correctly will determine the efficiency of using the method to teach them. b) Determines Motor development: The person conducting the test should select children of a specific age. In this test choose children who want to join elementary school. All children sho uld have the same level of motor development at a certain age. They should be provided with a piece of paper and crayons and should be told to make use of them. At this stage, children should be able to hold the crayon and make scribbles on the piece of paper. c) Promoting social and emotional development: The information in the article can be used to give specific attention to each child in the class. Teachers can have a friendly session with each child. They should explain why they think what they say about themselves. The response of each child should be gauged along the set standards. The teacher can observe the child’s behavior while in class. The teacher or parent can check if they obey what the teacher says and their eagerness to learn. These two tests will also tell a lot about the child’s social and emotional development. Article 2: Beyond Outcomes Summary The pressure on today’s early childhood programs to give positive results has increased. Today, te achers and parents are more aware of the advantages obtained when children attend such programs from an early stage, particularly if they need special care. In these programs, there are curriculums that are obligatory to follow. For the school program to work, teachers should be in a position to know what is in the curriculum and build a learning environment that is engaging for children (Dodge, Heroll1an, Charles, and Maiorca 20). The curriculum is there as a guide for promoting the programs. A

Reflection On Entrepreneurship Essay Example | Topics and Well Written Essays - 4000 words

Reflection On Entrepreneurship - Essay Example The situation that was in the offing was a creation of six group members. The aim of the group in implementation of the entrepreneurship experimental learning was to look into all the available social avenues to search for an entrepreneur and have him/her respond to their questionnaire. The main issue about the interview was to try and get knowledge of his ability and how he has managed to succeed in the competitive business world. The method of searching for an entrepreneur was to be open and given the high availability of the social networks, all the group members were hopeful of a useful choice being found. Actions That Were Implemented As stated, the choice of an entrepreneur is not an easy task because in most cases the people who are known are the executives and management teams and individuals. These only take part in the implementation of the procedures but they are usually not part of the original team that initiates the project. The cosmopolitan lived offered a wide variety of choices of entrepreneurs that were to be interviewed. An e-mail was sent to an entrepreneur in the cosmopolitan and it was easy to get through since he responded confirming the acceptance of his time. This opportunity was good because the business was well known to all the town members. The entrepreneur was Mr Oren, the entrepreneur behind the existence of MoYou Organization, a company that is associated with creation and development of beauty products. The arrangement was that there was need to meet over a tea break since as an entrepreneur, time was a paramount issue to him. In view of this, and

I DO NOT HAVE A TOPIC Essay Example | Topics and Well Written Essays - 750 words

I DO NOT HAVE A TOPIC - Essay Example Pollution could also destroy the ozone layer thus altering the climatic condition of the region. This would significantly affect the residents since in terms of tourism since it is one of the major economic activities in the area (Mullerat & Brennan, 2011). †¢ Mission statement: they aim at being the best-loved boutique hotel and restaurant by the guests, owners, and all stakeholders by provide excellent service and care and delivering financial returns to investors (Clarke & Chen, 2009). The company has been involved in multiple social responsibilities. However, regarding the loyalty of the customers that has enabled the company to be among the best in the world, it is only fair that the company continue giving back to the society. The headquarter of Kimpton is located in one of the largest cities in the area (Sun, Stewart, & Pollard, 2010). This means that the population in the area is high: and densely populated. With the improved economic conditions in the area due to high tourism levels, most of the population here own cars and the remaining part of the population use public transport. Some of these cars could result into air pollution if they happen to emit fumes. In addition, this city houses various companies and industries. Such industries pollute the environment through emission of dangerous fumes and introducing waste material into the water sources. Considering that the organization is aimed at creating a good brand image, reducing the levels of pollution is a good move to ensure that the organization saves money from the residents of the area. The reason is that air or water pollution could result into multiple health defects and reducing or eliminating them saves this medical money for such residents (Hancock, 2009). The program is very cost effective especially considering that the company already campaigns for the use of renewable energy in the

Representation Of Women In Advertising Cultural Studies Essay

Representation Of Women In Advertising Cultural Studies Essay Advertisements are one of the most cultural factors which mould and reflect society. They are a ubiquitous and inevitable part of everyones life: even if we do not read a newspaper or watch television, the images posted over our urban surrounding are inescapable. The advertisement translates these statements to us as human statements: they are given a humanly symbolic exchange value. (Wiliamson, 1976)   This paper will discuss the change and contrast or the representation of women in television advertisements. It will deconstruct two British adverts from the 1960s and their contemporary counter parts; as well as examine the idea of different notions of beauty for women and stereotypes relating to these notions and identify stereotypes relating to beauty. It will study the ways in which meaning is communicated through the use of these codes and conventions in television advertisements. Therefore I will look at the visual semiotics in each element of the advert which includes language, image and information and its target market and audience, hence analyzing according to semiotics. This paper will analyze the advertisements use and manipulation of stereotypes relating to beauty, ideas about body image and the maintenance of an ideal standard of beauty. Many theorists believe that perceived gender roles form the bases for the development of gender identity and thus it is vital to study the theories used to enforce these gender stereotypes and their shifts. Eaglys social role theory implies that gender roles based on stereotypes have been developed due to sexual division of labour and societal expectations. Eagly (1987) differentiates among the common and age scopes of gender-stereotyped features. The common character is categorized by elements, such as nurturance and emotional expressiveness, mostly linked with household activities, and thus, with women. The age role is categorized by characteristics such as hostility and sovereignty, mostly linked with communal activities, and thus, with men. Gender roles strongly influence behaviour when cultures support gender stereotypes and build up strong expectations based on those stereotypes (Eagly 1987). According to Deaux and Lewis gender stereotypes differ on four dimensions: traits, rol e behaviors, physical characteristics, and occupations (Deaux and Lewis 1983). This work is further developed by Berm who stated that Gender stereotypes are implanted through childhood socialization and are reinforced in adulthood. This thought is supported by Berms Gender schema theory, which presents the idea that children learn how their cultures define the roles of both women and men and then internalize the knowledge acquired as gender schema. (bem 1993) Feminist legal theory is based on the belief that the law is instrumental in womens historical subordination. There are two elements of the feminist legal theory. First, feminist jurisprudence aims to explain the ways in which the law played a role in womens former subordinate status and in the latter, feminist legal theory is dedicated to changing womens status through a reworking of the law and its approach to gender. According to Gunther women in television adverts prior to 1970s were not shown to be in paid work, and when they were, they would be stereotypical jobs such as a nurse or personal assistant. Housewife culture declined after the 1950s, but it was still common during the 1960s and 1970s (Gunther, 1995 :34). Content analysis of advertising in television during the 1970s provided strong evidence of the existence of stereotyping. All adverts which featured women showed three quarters were for kitchen and bathroom products. Men were viewed with powerful authoritative roles and provided the dependable voice-over (Ibid: 35) Research in the late 1970s and early 1980s reinforced a continuation of these trends, with men shown at work and women as housewives and mothers at home. Nonetheless, it became more common for men to be shown at home as well, in the role of husband or father, and the range of womens occupations increased (ibid : 36, 37). This is reminiscent of the Social Learning Theory. During the late 1970s women in advertising played a central focus on beauty, cleanliness, family and pleasing others. In the 1980s TV advertising started to conceptualize the idea of the busy working women by offering solutions to the working woman, who was assumed, would still perform household tasks such as cooking and cleaning. Pg 55Through the early 1990s, a study was conducted of 500 prime-time TV ads in the UK, by Cumber batch (reported in Strinati, 1995: 86),and it was deduced that advertiser had seemingly become vary of many years advertisers were reluctant to do anything different from the conservative stereotypical gender roles until in the 1970s and 1980s feminists took the protest to roads. Pg 55 Television audience are bombarded with images and slogans through advertisements. In 2000 Nielsen Media Research and Radio Advertising Bureau survey concluded that the average U.S. household, watched more than seven hours of television per day (Albarran, 2000). Audience subconsciously memorize slogans and absorb images without questioning them. This is known as the cultivation effect (Gerbner, Gross, Morgan and Signorieli (1980)) .The effect of this exposure produces cultivation, or teaching of a common worldview, common roles and common values. (Gerbner, Gross, Morgan Signorieli, 1980, p.10). In order to understand the change in female stereotypes we must apply a semiotic analysis to the advertisements in the contrasting time frames.Williamson (1978) stated that semiotics studies looks at any system of signs whether the substance is verbal, visual or a complex mixture of both. (Semiotics and Ideology (n.d) para.2). Ideology is the meaning made necessary by the conditions of society while helping to perpetuate those conditions. (Williamson (1978) p.13). We must first discuss intersubjectivity, (OSullivan, Hartley, Saunders, Montgomery, Fiske, (1994) p.157 158) As the audience In order to understand advertisements we must learn how to read them. It is vital to deconstruct them by the use of encoding and decoding. Encoding is performed by the transmitter of the advertisement message and decoding is a process accomplished by the receiving audience. The visual message is the most important element of a television advert because through it, its semiotic system of codes and co nventions it attracts potential buyers of the product. Most female personal care products target consumers by offering them an idealized reader-image (McCracken (1992 p.20). Thus television advertisements attract the audience by selling them visions of how they would like to see themselves. The codes and conventions on the advert have been transgressed by Dove which as a brand has taken a sharp turn away from traditional conventional ideologies of female perceptions. Advertisements must take into account not only the inherent qualities and attributes of the products they are trying to sell, but also the way in which they can make those properties mean something to usà ¢Ã¢â€š ¬Ã‚ ¦ The components of advertisements are variable and not necessarily part of one language or social discourse. Advertisements rather provide a structure which is capable of transforming the language of objects into that of people, and vice versa. Judith Williamson, Decoding Advertisements, 1978, p.12 (flake doc) WHAT IS TRYING TO BE SAID HERE!According to Gerbner ; common media learning has increased television viewing is associated with more stereotypical views, especially of gender (Allan Scott, 1996). Gerbner, Gross, Morgan and Signorieli (1980) argued that for frequent heavy viewers, television virtually subsumes and monopolizes other sources of information, ideas and consciousness. Furthermore, the frequent viewers perceive the world as television depictions . (Gerbner, et al., 1980). Dove old advert The advertisements of the early 1960s begin with a male voice over. This man narrates the advert and his claims of Dove being new and revolutionary and this is reinforced through female narration. This can be said to be reflective of male patriarchy dominant at during the late 1950s and early 1960.The key word in the advert is new and is repeated, in each case before the brand name. The readers eye is drawn simultaneously to the models eyes and face, and the text onscreen. The Advert emphasized as the brand name and thus the text anchors the connotative meaning of the product but new is the first word you read. Cosmetics advertisers aim to reduce competition by conveying that their products are the newest product with the latest technological advances. Emphasis in adverts is placed on the new key property of the product. For example, Dove creams and cleanses your skin and boasts that other products only cleanse and dry ; here, there is a strong implication of criticism of other brand s and products and this encourages women to be critical of themselves and their peers in using wearing of out-of-date brands that do not embody the latest key properties or technology. The beginning of the advert contains a picture of the products packaging; this is what the audience is to look for when buying the product. The image of the dove represents Greek connotations of Aphrodite, goddess of beauty and love thus representing traditional female beauty and characteristics. Next the audiences see a perfectly manicured female hand , this continues to reinforce female notions of beauty. Once the product is unpackaged the bar of soap is curvy, this could questionably parallel the unpack aging of the female body which like the soap is also curvy. The words completely new are draw upon the eyes of the audience eye drawn and this point is reinforced by the narrative. The audience is introduced to the product by a male voice over. A Female voice over refers to the cleaning of the product cleaning, a subtle reference to the position of women in the home,  ¼ filling of bar may also be representative of cooking. She continues to talk about cleansing, the product cleans and creams and this is repeated and is reinforced to the audience. The male voice then reinforces the positives of the products; his commentary is similar to that of a scientists new discovery. Its can be argued that the mode in the advert acts as a guinepig for the experimental use of the product, it is her purpose to serve the male voice over. We are only able to view the models face, and towards the end of the advert her makeup changes as if she were ready to go out, for a date perhaps, and in this transformation she is rewarded by an anonymous male, whose hand we see as he caresses her cheek continuing to reinforce the previous Aphrodite notions beauty and love and desire to please in a patriarchal society and fulfill beauty expectations. The ad consists of a visual subject which in this case is the soap and an object, the soap bar, while subconsciously portraying the subject as the women and the object as her Female curves. This reinforces traditional gender stereotypes as the objects beauty is acknowledged by male presence. SANA U relocate this I will now introduce and analyze recent Dove television adverts according to semiotics. I am looking to see how the representation of women is conveyed and to see if the operation of patriarchy is apparent. I suspect that I will be able to deduce that all of these adverts operate patriarchy through similar ideologies presented through, images and articles in magazine about their products. The advert then shows the ordinary women having fun at photo shoot. In the new television advert the models are relaxed and it appears as if they are chatting to their girlfriends. The self-touching conveys the impression of narcissism, admiring ones own body and displaying it to others. Furthermore, in the firming body products campaign we are first introduced to the model via an audition we see real women, wearing ordinary clothing, jeans and simple tops and not glamorous silk gowns. They are all different shapes, sizes and ethnicities. The larger women unconventionally and ironically are wearing lower cut blouses. Next the audience views the women using of products in ordinary household environments. The use of a female voice portrays societal liberisation of women and her voice has a relaxed jovial tone as she refers to size 8 women. The female voice of dove, implies that size 8 women note real women but merely fictional supermodels. She refers to large hips and pear shape, this healthy fruit are Dove a promoting a healthier fuller figure. Women are in white lingerie this mirrors the color of the dove which is free and liberated. A twenty first century interpretation of the dove may be interpreted as the present greater liberation, peace and freedom which is reinforced in Doves new ad campaign. During the photo shoot there is a male voice present in the background. He wears black perhaps because he not as free and liberated as women and is confined to the antiquity of black which contrasts the free soaring spirit of Dove. In comparison to the1960s ad, the earlier is more informative about the product where as the new advert, focuss on the self in comparison to the prior which focuss on the product. In the new advert the narrator only names the products and reinforces that their tested on real women The absence of obvious sex appeal in this ad displaces the use of the product as a method of attracting the male. Instead the womans focus is on attaining for herself the advertised qualities embodied other women shown. The ad uses empowerment to sell the product because the majority of women in their late thirties or early forties who are considering firming products are likely to have already attracted a male. It is the qualities embodied by real women that the ad is making desirable, and then attainable through the product itself. Dove claim they have changed all this by revoloutionalizing societal perceptions of beauty. By presenting real women in their lingerie the brand expresses the societal liberation of female freedom and sexuality. Women in their campaign are not presented with traditional sexual connotations as vixens; hour glass body shapes, long hair, large bust, instead the women in the 21st century ad campaign are perfectly flawed. This campaign broke stereotypical rules and took beauty taboos head on. The Dove Campaign for Real Beauty (CFRB) textually reveals that CFRB employs feminist signs to reference a key binary resistance in feminist politics discussing liberation and oppression; in the presentation of an ideology of real beauty. This message promotes Dove as a mechanism of change to the view of societal perceptions of limiting and unattainable female beauty, a position influential feminists support in mainstream media and through corporate partnership. This analysis suggests that real beauty is a new stereotype within the dominant ideology of female beauty; the attributes of thin, young, and blonde are replaced by many shapes, sizes, colours and ages, yet the real women are presented to arouse public dialogue about their physical beauty while promoting Dove and its products; resulting in sexual objectification of their image. Also as the definition of real beauty embraces self-esteem, CFRB produces a demanding, oppressive beauty stereotype for female consumption than the do minant stereotype which emphasizes only physical standards. Ultimately, CFRB support the patriarchal view of female identity as a consumer through the ideological consumption of real beauty and fiscal consumption of Dove products. This analysis provides a history of the relationships between feminists women in advertising, and the assembly of beauty advertising to observe the construction structure of CFRB. In earlier decades the aim for women was to attract a man and be in a loving relationship. The focus has shifted, however, and the goal now is to be slim, attractive, and happy, regardless of lifestyle, and whether or not an individual is in a successful relationship or not. It is through inter-subjectivity that cultural identity is affirmed. Just as advertising influences culture, so too does it reflect trends and cultural values. Advertising in womens products represents a utopian view of the world and sells the product by selling stereotypical aspirations to attain the lifestyles or the looks represented in their texts. Henceforth, Margaret Duffy claimed that advertising, Popular academics have seen it as anti-humanistic, a creator of unnecessary needs and desires. (Duffy as cited by Manca and Manca, 1994, p.5). Unlike big clothing brands like Gucci or Prada for example, self care products cannot be identified by displaying the brand name in the actual cream or soap bar but instea d, advertisements such as this encourage women to look critically at each others physical appearance and gossip about how other women look. The old dove advert exemplifies elements of both the social learning and the gender schema theory. As we are socialized into our gender roles females traditionally have been concerned about their appearance and focuses on trying to please the opposite sex. This is reiterated by doves ad campaign buy the males reassuring hand of the womans soft beautiful skin. This social acceptance is reinforced by the gender schema theory which describes women as gentile creatures. Thus these two work hand in hand in a repetitive cycle. In contrast to this contemporary dove advertisements are influenced by feminist legal theory. The female voice over mirrors social power acquired by women in the early 20th century and after WWII. This is made even more apparent by the partly dressed models that break traditional gender stereotypes of beautiful pin up women as they appear in all shapes and sizes. FLAKE intro the second ad into the esay Chocolate seems more decadent than other confectionery because we have been sold this myth. The audience treats the signifiers in advertisements as though they are truths rather than our own constructions, which are enabled by refined publicity teams. This tendency to accept signs stems advertising has signified a cultural scepticism which in return has acted as the signifier for a new system of parody in advertisement which humours the system of unconscious connotations whilst achieving the goal of selling the product within the same system of denotations and connotations which it ridicules. The Cadburys Flake television advertisements of the 1970s and 80s depict young, beautiful white women in romantic dreamscapes, i.e. the poppy field, the Victorian-style bathroom, content in their independence, yet eroticised by the sexual relationship they share with their phallic chocolate bars The advert begins with the flake girls licking her lips, she then holds up the erected chocolate bar which becomes the central focal point for the audience. We are given time to read the name of the chocolate which then is followed by music. As the music proceeds the flake girl begins to unwrap the bar and slowly and places it in her mouth not taking a bite this may be interpreted to mirror the sexual acts. The girl presents traditional beauty appearance, her makeup draws attention to her eyes and lips her straight hair also represents phallic images and traditional beauty connotations similar to that in the Dove adverts of 1960s presenting the beauty of Aphrodite. She places the chocolate seductively in her mouth and as the sun shines behind her she enters into her sexual fantasy a beach with a back horse. This stallion may be representative of a man, strong, learn and being lead by a strong female from the 1960s. She finally smiles as she enjoys the creamy chocolate. Most prominent in this advert is the female voice over, this being representative of political change. . These images appeal to the consumer, who makes connections between the visual subject, the chocolate and the visual object the chocolate bar in contrast to the subconscious subject sex and the subconscious object the lack of the male penis. The substitution of the chocolate bar for phallic images is all the more erotic when the audience is exposed to close-up images of white females rouge stained or gloss-laden lips wrapping themselves around the brown bar. The attributes of the chocolate; its distinctive shape and texture are connoted into a meaning of sexual desire and satisfaction. These myths then become the Flakes identity. Flake has removed the idea of the Flake girl who traditionally has sensually nibbled the chocolate bar since 1959. The new campaign aims to focus on the beauty and delicacy of the Flake bar, as opposed to the Flake girl succumbing to the mouth watering chocolate. The ad features Russian model Yulia Lobova and 200 metres of yellow fabric. The fabric twirls around the model as a yellow dress in an analogy of the Flake bar. For the past seven months the UK Cadbury team have been working on creating a new campaign that helps give Flake a fresh, contemporary approach, said Phil Rumbol, UK marketing director at Cadbury. We wanted to focus on the beauty of the product rather than just the sensuality of eating it we consider Flake to be a truly unique product and its still going strong in its 90th year. The signifiers in the new advert are the colours purple and yellow from which the audience picks up on the significant code and recognises the brand. The floating women in the luxurious material signify the beauty and luxury of the brand and product. The material unwraps a woman where s previously it was the ale phallic. This advertisement can be used for a global audience, the lacking of language ad simple images sounds and colours relates to a wider audience. The models makeup is also subtle in comparison to previous flake girls. The traditional beauty and enhancement of eyes and lips is not as apparent. Flake old advert- influenced by feminist legal theory and like women rebels against the societal perception and position of women. This is exemplified by the female voiceover. Ironically this advertisement presents another female stereotype of the sexual women and not a home maker. This is a stereotype which was not taught during the early 1960s however female presence in society was seeing a change, perhaps Cadbury were attempting to create a new stereotype or perhaps trying to break traditional conventions and set new set new social learning theoretical perspectives. New ad- Cadbury has once again created a new stereotype but this time of not gender but of pleasure , presenting their chocolate not with sexual connotations. However Cadbury still use a female who is lost in some form of desire however this advert focuses on the chocolate rather than its The desirable indulgence in this ad is the chocolate itself rather than the subconscious portrayal of a phallic image. The fantasy is constant however the nature of the new adverts emphasizes on the changes of gender stereotypical roles in comparison to the old one. CONCLUSION Having explored the ideals of femininity in television advertisements we can argue that they are revealed to be carefully constructed in their layout, choice of colour, packaging and the product itself, text, language used, and which model has been photographed to represent the brands ideology through the codes and conventions it adheres to. In some adverts consumption of the product is implied to lead to being loved, cared for and protected by a man and this is portrayed as highly desirable in the case of dove. In contrast the new campaign shows a female empowered to stand alone without masculine approval, and to consume the product as a luxury for herself, not to make her more attractive to a man. Flake In conclusion the advertising has evolved from traditional notions of female stereotypes alternative to that of dove to minimalist advertising which is based on consumers socially acquired knowledge for e.g it will be commonly known for all the audiences the colours of flakes packaging similarly to this the logo of dove and the colours of the packaging. Even though gender stereotypical roles in adverts have tremendously evolved since 1960s while performing the semiotics of both the adverts an interesting pattern of similarity lead to decipher a rare connection between the new dove ad and the old flake ad. In the dove new ad the confidence of women to be comfortable with their appearance no matter how they look without male dominance and the confidence of the flake girl in the old advert to have her own fantasy where she leads the masculine horse figure shows power and dominance portrayed by both then dove women and the flake girls. It could be argued that Cadbury has been ahead of times in modern portrayal of gender stereotyping however it still follows the traditional pattern to gender stereotyping showing a stereotypically beautiful white Russian model while Dove has broken this convention and introduced a new form of gender stereotypical role. Creating new stereotypes. In addition, many television adverts carry an implication of women being confident, successful and strong. From closer study it becomes clearer that this masks the operation of patriarchy which uses representations of women in adverts to suppress the empowerment and independence of women in real life. Again Dove differs here from other advertising campaigns by showing positive images of women who do not conform to the unattainable ideal standard of beauty shown in other ads and Cadbury create a new implication of female empowerment. However such implications were evident in adverts during the 1960s. It is obvious that advertising plays a major part in creating and maintaining the consumer culture in which we live. It can be argued that if the public had greater awareness to the negative images in the mass media in reference to women, they would be able to distinguish between their actual needs and those created by factors such as peer pressure, advertising, and low self-confidence. Cash Pruzinsky (1990, p.51) stated two perspectives which form our appearance, one from the inside and one from the outside. The relationship between these perspectives is central when discussing self-esteem and body image, but it is our physical appearance which provides advertisements with their material. Despite this it is our feelings about how we look from the inside and our insecurities which enable adverts to work. Fiske says, An advert is only the inter textual circulation of its meanings, a set of unfinished meanings in process. Texts are not signifying objects but agents, instances and reso urces of popular culture. (1991, p.124 125) It is only when being read or viewed and its meaning interpreted by individuals that the advert becomes whole and performs the function of selling a product. Without human interaction an advertisement can only be looked at as a manifestation of the world surrounding it.