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Marketing Communication of PETA Miss USA Queen - Essay Example

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From the paper "Marketing Communication of PETA Miss USA Queen" it is clear that the adverts have made the use of the sociological perspective components of syntactic, pragmatics and semantics, as well as the marketing perspective components of ostensive…
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Marketing Communication of PETA Miss USA Queen
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Download file to see previous pages The ‘Condom Advert’ being presented in the most hilarious manner, where a naked man is either fighting between soldiers or firefighters who are already in their respective full gears. This scenario is very catchy, considering that it is one of the most creative ways of delivering messages to an audience that knows the risks involved in unprotected sex too well, but they still engage in it. On the other hand, the ‘Animal Protection Advert’ has opted to deliver the message in the most romantic manner possible, through applying four top models who were Miss USA Queens, to deliver a message that humans are beautiful as created, and thus they do not need animal fur products to make them attractive.
The signs, symbols and words used in these two adverts simply stand for protection. According to linguistic theory, semantics is the study of the relationship between symbols and things (Silverstein, 1972:352). The only difference is that one advert speaks to the protection of animal lives, while the other one speaks for the use of protection against sexually transmitted diseases. The ‘PETA Miss USA Queen’ stands for the protection of animal lives through advocating for the stoppage of killing an animal for their fur and skin, used in making products such as coats, jackets and other accessories. The symbols used in the advert are four very beautiful women, who are definitely beauty queens, posing naked, to stand for beauty, and to prove that humans are created beautiful, and provoke the thought and feel of natural beauty. The symbols deliver the message very romantically, yet complemented by very stern terms, ‘Say No to Fur’. The ‘Don’t Be Stupid, Protect Yourself’ advert applies both firefighters and soldiers as the symbol to stand for well-protected risk handlers on duty, contrasted with a naked man in-between them representing lack of protection, joining in the war or the firefight.  ...Download file to see next pages Read More
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