Nobody downloaded yet

The Lowest Moment in Advertising - Essay Example

Comments (0) Cite this document
Running Head: THE LOWEST MOMENT IN ADVERTISING The Lowest Moment in Advertising [The name of the writer will appear here] [The name of the institution will appear here] [The name of the Professor] [Course] Introduction It is a well-known fact in advertising and specially motion picture advertising that critics play an important role in the success of the movie at the box office…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.8% of users find it useful
The Lowest Moment in Advertising
Read TextPreview

Extract of sample
"The Lowest Moment in Advertising"

Download file to see previous pages While motion picture companies all over the world use this advertising tool to advertize the favorable reviews their movies received, Sony Pictures went ahead of the game. They invented their own critic by the name of David Manning and under this name wrote fake favorable reviews for not just the Knight’s Tale but also for Hollow Man, The Animal, The Patriot and the Vertical Limit (Lawrence and Webber, 2010). Sony Pictures Entertainment Sony Pictures Entertainment (SPE), formerly known as Columbia Pictures Entertainment was found in 1987 in California. SPE is subsidiary of Sony Corporation of America. Sony Corporation of America is further a subsidiary of Sony Corporation based in Tokyo, Japan. This multinational media conglomerate produces and also distributes motion pictures and television serials. SPE is one of the biggest media and technology conglomerates that provide entertainment in the form of movies, television, and technology to more than 140 countries around the world. It reported total revenue of more than seven billion in 2010 (Sony Pictures, 2011). Where Sony failed With an organization as big and as established as Sony Pictures, this kind of advertising was not expected. The use of David Manning in numerous such advertising projects led Sony Pictures to incur a fine of 1.5 million pounds (BBC News, 2005). While Sony Pictures can easily recover from the financial aspect of the situation, it is the resulting brand value that creates challenges for the company. This particular advertising approach has affected Sony Pictures on different scales and aspects. Social, Ethical, Regulation aspects  Advertising has quickly become one of the five largest industries of the world. We are constantly exposed to advertising. Even when we do not realize it, advertising moulds our lives in such a manner that we are being constantly hypnotized with it. This has raised concerns among various critics who demanded the need for regulatory practices on advertising. The government was forced to take notice to protect the interest of the consumers against false advertising. However, even when the government has posed sanctions on certain types of advertising, social and ethical issues still arise which are outside the boundaries of these laws and here companies must take on their corporate social responsibility to ensure good practices. On the social level, advertising interacts with the consumers to educate them, create a feeling of happiness and generally improve on the standards of living (O’Guinn, Allen and Semenik, 2008). However, the use of David Manning’s review created the opposite effect. It misled the consumers through wrong information and those who went to watch the movie based on the review did not receive the level of satisfaction that they expected from a movie that was favorably liked by a critic. From an ethical stand point, advertising is supposed to be honest, fair and sensitive. Even if we often assume creative license to sell products through advertising, ethically we are required to ensure that the advertising is not deceiving. The use of David Manning was particularly deceiving since no such review was written and no such critic even existed at The Ridgefield Press. Such practices in advertising are called deceptive ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“The Lowest Moment in Advertising Essay Example | Topics and Well Written Essays - 750 words”, n.d.)
Retrieved from
(The Lowest Moment in Advertising Essay Example | Topics and Well Written Essays - 750 Words)
“The Lowest Moment in Advertising Essay Example | Topics and Well Written Essays - 750 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Kairos moment
Kairos is a Greek term that is both flexible and multidimensional. It describes a rhetorical situation that happens in a given time and place. Therefore, there are kairotic moments in multiple activities e.g. to trade stock, sell or buy. This moment is an example of Kairos because it shows how a person can grab an opportunity in the ideal place and time to show the urgency or need to take an advantageous action.
3 Pages(750 words)Essay
Cultural Event Evaluation Essay
The circus show was greatly advertised on tv, internet, newspapers and radios for almost one whole month before its commencement in April. I had never been to any circus show in my whole life until I went to this particular show. This does sound strange, but up till now, I had only watched the circus shows in movies or in tv.
3 Pages(750 words)Essay
There are various forms of media used in advertising, but the uniting theme about them is that all of them try to pass the message in the most appealing way possible. Examples of
2 Pages(500 words)Essay
Advertising has become necessary in business or any endeavor these days. Businesses and organizations need to get the attention of the mostly busy 21st century citizens of the world. Advertising strategies have to be well planned in order for it to be successful in
2 Pages(500 words)Essay
This could have a background of pictures of people who could be affected by the language. An example would be people simply throwing around words like “ghetto” in a derogatory way, without thinking of the fact that that could negatively affect
1 Pages(250 words)Essay
This is recommended primarily on the basis of the fact that currently Darla is facing the recognition issues. She expects that her services of cooked food would be well accepted by her customers. However, reaching to the target market is the most
5 Pages(1250 words)Essay
Memorable moment
They were solely targeted to the United States. I remember it as among the deadliest act of terror in American history. These attacks in Washington D.C and New York City led to extreme destruction
1 Pages(250 words)Essay
print media may include; the use of magazines, newspapers, brochures, which can be printed and circulated physically to the public. Print media posses a permanent attribute since they can be kept for future use. When starting a business, advertisement is crucial
4 Pages(1000 words)Essay
However, customers and lovers of music can admire the band depending on how well it selects its music. While taking into account that the band has diverse ability to record different types of genres, it very difficult choosing from the available
2 Pages(500 words)Essay
It is the largest company in all over the Dallas while it is also included in the big five players of the market. Along with mobile and fixed land line services, it also provides broad band subscription
10 Pages(2500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic The Lowest Moment in Advertising for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us