The Trademark of Hugh Hefner - Essay Example

Introduction Hugh Hefner, the brainchild and the publisher of the playboy magazine was born in 1926 from Nebraska parents whose economic activity was basically farming. He grew up in Montclair Illinois, though, a child he was so passionate about theatre and this was evident when he visited Mont Clare Theatre in Chicago quite frequently. This catapulted him to pursue a degree in Theatre at University of Illinois. After his graduation he launched a magazine; Playboy, a magazine that is currently a renowned and best selling male magazine that redefined the ideology of explicit nudity in the American culture. Launched in 1953, the magazine's objective was centered on explicit sexuality. Playboy Enterprises (2000) Hefner has been known as the vanguard power behind this prolific company. However it is also evident that his lifestyle has been marred by marital scandals, which have resulted into various separations that have led to impeccable divorces. His innovative strategies have witnessed an incredible achievement of the Play boy Magazine and their fabulous life at large. Hefner is perhaps the first magazine to become rise and led a celebrity lifestyle. He was once arrested in Chicago in 1963, Illinois for being in possession of indecent photos of one of the movie actress Jayne Mansfield. By 1971 he developed a famous Playboy castle in Los Angeles. He also served in the U.S Army in WW11 after graduating Steinmetz. Peter Gregory (2005). Trademark Heffner was coupled with the indecisions for identifying the brand name; he was torn between Stag Party and Play boy. But through a collective reflected that hinged on the fabulous lifestyle and the exorbitant celebrity kind of a culture, Play boy had to outrun every suggestive brand name. Hefner's vision was centered on elevating the Play boy magazine to enjoy and champion the popular rule as the people's favorite series in America and even on global dimensions. Most of his competitors include esquire a magazine company that he worked with before, Merrion D.S (1997). Hefner is trying to create his Company had to contemplate about the trademark symbol, at first he thought a smoking jacket would do, but unfortunately he received an objection from the Stag Magazine lawyer that warned his against infringement. Playboy Enterprises (2000) while relaxing with his wife and colleagues, his wife suggested the Playboy thing; the rabbit drawing was likewise introduced on the second cover of the page that reflected the beauty and glory of chic eyes if not a bikini knot. Jennifer White (2003) Although Hefner's wife at first thought that this Playboy acronym wouldn't hit the markets, the incorporation of the Rabbit symbol and the name blended to become a world famous. But owing to the financial constraints during his first experiences with the company, Hefner had to look out for a state of the deceptive art to promote his magazine. But since the 3-D and comic books were so myriad and popular at the same time, Hefner did a nude pictorial in a 3-D, inscribing those little glasses in every issue although expensive it was, at that time. I discovered that the Marilyn Monroe calendar-which everyone had heard about but nobody had seen-was owned by the John Baumgarth Calendar Co. out on the West Side of Chicago, very close to where I had grown up. But he thought of Marilyn Monroe, a Hollywood celebrity, and immediate conceived the potential of Monroe's nude photograph on his first issue. Playboy Enterprises (2000) Marilyn Monroe was the centerfold in the first issue of his playboy Magazine n December 1953. This issue featured as the only one to name its playmate 'Sweetheart of the Month'. In 1965 issue, playboy Magazine featured the first African-American centerfold. Peter Gregory (2005). Genesis to Opulence Playboy's sensational hit on the market was evident that time Hefner imported a nude photograph of actress Marilyn Monroe that he purchased. Since at this time Monroe was a star with the Hollywood moviemakers, so Hefner employed strategy of using his photography to promulgate the first issue, which was a hit. The first issue constituted of Playboy magazine philosophy, which become so familiar as time went by. Peter Gregory (2005). This blossoming business enhanced Hefner to construct an office for the magazine. Hefner's relentless devotion to the magazine and the impeccable playboy empire precipitated the disintegration of his marriage. They separated in 1957 and consequently divorced in 1959. After this nasty period, Hefner and his companions began to embody the magazine's life-style, they staged parties at the playboy editorial offices. Peter Gregory (2005). It is during this same year after they had divorced with his wife, that h hosted television series Playboy's Penthouse, a weekly talk show that is set in Bachelor pad, featuring numerous magazine's 'playmates' and celebrities such as comedian Lenny Bruce and Nat King Cole. The political climate between the 1965 up to 1970 was rather a conservative one, however the adoption of Monroe icon was so phenomenal, it ushered in starling cash that was realized from the selling of over 52,000 copies. Peter Gregory (2005). He owned a jet called the Big Bunny, which was equipped with well known white playboy bunny logo on its tail. It was equipped with a galley, living room, disco, movie and video equipment, wet and slepping quarters for 16 guests. Playboy Enterprises (2000) Pursuit and Pleasure Hefner might have had the illusions of writing a magazine when he created his first penny newspaper, a publication that rocked the magazine titles for 25 years. Under the influence of the popular pop culture, which comprises of movies and culture of the 30s, Hefner propelled Hefner who launched his own magazine. Merrion D.S (1997) Playboy magazine sunk into the consciousness of the society, the image of the magazine give new response to the mood of the country. The implicit; however is that the society was geared towards a voracious annexation of material and also the pursuit of pleasure. The Playboy was symbolic of a paradigm shift from the repressive atmosphere of the 50s to an aura of free expressionism. The empire has been spreading over the years, stretching beyond magazine publishing. Merrion D.S (1997) The Playboy increased its monetary prowess magnificently and by 1979 Hugh M Hefner foundation was incorporated into the company. The awards program was meant to honor individuals who made relentless contributions in defending the First Amendment rights of Americans. Since its adoption more than 100 individuals have been conferred with the glory of the First Amendment Award. The awards are given in areas that encompass myriad domains like print, broadcast, book publishing, arts, entertainment government and the law, Gregory. L (2002). Some of the renowned winners include, Nicholas Becker, who challenged the constitutionality of a student-led prayer during high school graduation occasions. Bill Maher, the politically incorrect fellow who spoke out at a time when American was being lured to throw away the bill of rights in exchange for the vague axiom of the national security. Trina Magi and Linda Ramsdell who organized grassroots campaign to scrap off section 125 of the USA Patriotic Act, among many other icons. Elvis .J. (2000) Adamantly against drug use, and refuses to allow them in any of his houses, anyone caught doing drugs at any Playboy Mansion is subject to immediate and permanent expulsion. He owns the burial vault next to Marilyn Monroe's; she is interred at Westwood Memorial Park, Los Angeles, California, USA, in the Corridor of Memories. He launched the Indian version of Playboy in 2005, this featured South Asian women and Indian pop culture articles but avoided nudity. He preferred Bollywood superstar Aishwarya Rai on the first Indian issue though the magazine was revoked. He embraces a round-the-clock-kitchen staff that serves him meals on a tray in bed. He also own drawer of cookies in the playboy Mansion's kitchen. Under the leadership of Hefner, the Playboy foundation now supports local and national nonprofit organizations, which safeguard individual rights in a free society. Adopted in 1965, the foundation has awarded more than $ 20million in grants and in kind contributions to entities concerned with First Amendment freedom, civil liberties and social justice. Elvis .J. (2000) However, as the sage goes that every cloud has a silver lining, the 80s marked an error that was so gloomy on the face of Playboy, this is the period that the magazine was under a heavy attack from all sides of the periphery otherwise known as dumb and crazy moments of the magazine Sex is Surefire. According to historical biographies, Hefner was born of a mother, who was not so compassionate and indeed deprived Hefner of the affections. The mother was a staunch Methodist who never hugged him in his early life. Ideally, Hefner grew up in a repressed Midwestern Methodist background where affections were introverted; as a result he escaped the fantasies and happenings of the 30s, Jennifer White (2003)but his background could not deter his aspirations and ambitions; Hefner is known to have written a prospective letter to the Stag Party. The phrase Sex is surefire was an advertising genius he employed as the subverted formula that skyrocketed his Playboy magazine. Jennifer White (2003) The Origins of Explicit Sexuality The term photograph was invented in 1938, and by 1950 the term pornographer was written into the dictionary. For over one century, pornography was still in a cocoon. The pervert society that we experience now days carried the stigma of the really dirty stuff, grainy black and white picture cards and stag reels made with old hookers and alcoholic Johns. Elvis .J. (2000) It was a dreaded business in an underground world. During this period in time, taking pat in pornography was an equivalent of perversion of the highest degree. What Playboy essentially did was to transform pornography, which was unearthed from the sexual ghettos into the living room. This was engineered through a strategic packaging of sexuality into inspirational stratums that were agreeable before the masses. Gregory. L (2002) The notion of the nude girls in Playboy originated from serving in the war, which was the time when pin -ups cherished major celebrity because soldiers pinned up pictures on the barracks. There were also movie iconographies of stars like Betty Grable. The whole concept behind the Playboy playmate was the pin-up, a centerfold invention that was sexually portrayed. Girls were positioned into some natural settings where male presence was ushered in. the whole scenario was deliberate move that symbolized seduction that was unconsciously propagated. Hefner had to recoil acronyms that perversely fitted into the dreams and visions of Playboy with a minimal negative effect on the contemporary society, such were terms like Victorian gentleman at the hunting lodge. Through these re-engineered phrases Hefner popularized the mythology that Playboy stood for adult entertainment. Gregory. L (2002). In the launching of the magazine, Hugh Hefner strategically positioned himself as a modest, urbane sophisticate who enjoyed the comradeship of many women around him while painting himself as a solitary masturbator. When Playboy picked up and finances were being realized exponentially, Hefner hired writers like Norman Mailer and John Updike who electrified the concept of sexuality by offering and intellectual orientation on civilized life. Some of the driving impetus of Playboy's magazine was that it easily could be sold and subscribing to it was unberaucratic, this was the biggest advantage since Hefner enjoyed this exclusivity from the home. Also, their overwhelming attractions of advertisers for upscale products, which had nothing to do with sex, so it blast in terms of selling. Gregory. L (2002). Hefner dressed up nudity in legitimate stratums, this brilliant strategy that consisted commodification of sex and the sexualisation of commodities gave the magazine an appealing image in the face of a society that was inclined towards embracing openness. Hefner's targeted marketing strategy, empirically hypnotized, the legitimacy of commercial sex in mainstream America. Hefners and Criticism Hefner projected the mathematics of defeating his critics by involving them impeccably. Playboy was founded on the platform that was intellectually sincere. Hefner used to quote most of his religious critics just but to neutralize them. According to Hefner Hugh, Christians of all walks of life were not genuine about pornography. Jennifer White (2003)Hefner, was to the opinion that Christians are then supposed to deliberate on issues revolving around sex by discussing the glory and grandeur accompanied by this ingenious creation by God, critically Hefner viewed the contemporary world as those who engaged in sycophancy of running away from the factual truth but secretly they consumed the same. Playboy paints a new image of the ideal man; it also paints a slick tiny universe, an alternative model of reality where men exist in the figments of their minds. It portrays a jovial kind of a universe, in which a man can forever be carefree. It denotes a certain worldview with a philosophical outlook and systems of values. Jennifer White (2003) By the time the company went public in 1971, playboy had gown into an empire including nightclubs, hotels, casinos, a modeling agency, a record label, and a limousine service. The total investment that launched Playboy was $8,000. For over 50 years of history, Playboy has is the most mimicked magazine in the world. It is remarkably the most selling influential men's magazine. Elvis .J. (2000) Playboy's diversification Hugh Hefner, now an octogenarian, is the genius behind Playboy's prolific success. He pioneered the ultimate perception towards sex in America in the 60s. He has lived in an opulent mansion; however, Playboy bunnies have always been at his side scantly dressed up. In the 1960s and 1970s there were 40 Playboy clubs world over, from London to Osaka. Traveling businessmen were the chain's core customers. Elvis .J. (2000) quorums would arrive in town roaming the streets and asking directions to the Playboy's club. At this time Playboy was a socially restricted venue. It was up until in the mid 1980s that the Playboy clubs closed down in the USA. Sixteen years after Playboy closed down its Clubs in the U.S, it has to undergo a modest renaissance, by opening up Palms Casino Resort in Las Vegas. It also ventured into the processing of the cultural outfits. According to the eBay findings, sellers offered a Playboy Bunny bodice for a Starting bid of $ 5,000. Jennifer White (2003) A few years after the millennium turn over; Playboy has constructed a new tower with a faade featuring a giant illuminated Playboy rabbit head that joined the neon constellation of Las Vegas. The Playboy club now occupies the top floors of the hotel. The plaza was opened up last year, it has incorporated many other departments including, a boutique, casino and a retail store to hawk Playboy's mugs, cocktail shakers and other merchandising facets. The early 60s could be viewed as Hefner's remarkable years of glory. During this period Hefner and Playboy defined the symbolic of a swinging single man in the golden era of the single gentleman where an ideal of laid-back masculine coolness was cruising the world, from the Rat Pack in US to Jean Paul Belmondo in Paris. Jennifer White (2003). In the early 60s Hefner expanded Playboy to a cultural empire, this period he launched Playboy clubs, which offered an affluent male lifestyle. Bunny costumes were women's favorite clad. Ralph C.N (2000). He also engineered an Indian series in 2005, this did not incorporate nudity, although it was not accepted by the cultures Indian community, it flopped. He also diversified his company by opening up a television with a show known as Playboy's Penthouse. Talk shows and swinging parties were held at this venue. Celebrities and sexy women were among the participants. Playboy's was later banned because it of its explicit programs which transcended over color bar. Gregory. L (2002). Hefner is celebrated as a cultural icon that propelled Playboy magazine to great dimensions of victory. By 1971 the populist Playboy, rocked the market economy reaching sales of seven million copies though its cultural impact was in shambles. Lederhosen. D. (1990). The sexual revolution of the 60s hit Hefner so hard because it challenged the fundamentals of the smaller sexual revolution he had created. Since Playboy girls and men were for each other, they were no walls between they clicks, this prompted a new redefinition of sexual freedom that hinged on the idea that men and women were to be given due respect. Lederhosen. D. (1990) Delegation of Duties After suffering a stroke in 1985, the glamorous image of the Playboy mansion began to change in the 90s. Hefner had to reevaluate his life by making dramatic modifications to his lifestyle. Hefner, contemplated turning over his business management to his daughter Christie, one of the two children he had with his first wife. He relinquished portfolio and gave it to his daughter, Christie, who is now the chief executive officer (CEO) of the Playboy magazine. Hefner is however, still the largest shareholder of Playboy, with the final word models that have to appear on the cover. Weinmann Jackson (2006). With the paradigm shift into technology, Hefner decides to marshal up all his energies and passions into embracing electronic communication. He therefore uses the Internet to promote his magazine and by 1996 he launched a pay site to facilitate his popularity on the net. By 1998, Hefner and Gloria Steinem were inducted into the American Society of Magazine Hall of Fame in New York. Ralph C.N (2000). After lowering his tools as Playboy's head, Hefner's life style has changed dramatically. In his heydays he was known as a hedonist, who was surrounded by harem of women and parties, Hefner is now a fatherly man, with his second wife Kimberley Conrad, the couple have two sons who live in an exclusive Holmby Hills section of Los Angels. Hefner enjoys a parenting role as a father of four. Elvis .J. (2000) References: Elvis .J. (2000) Beyond Bunnies: Playboy philosophy. Gregory. L (2002) Rethinking American Magazine; Oxford University Press Jennifer White (2003)Nesweek. New York: Nov 14. Vol. 150, Issue 43 Lederhosen. D. (1990) Aging Playboy; New York Times: Sept 5, 1990. vol. 20. issue 51 Merrion D.S (1997) Advertising Error: Projected success Strategy. New York, Muscut.J.B (1999) Wall street journal; New York, Peter Gregory (2005). Financial Times. London (US): May 23, 2005 Playboy Enterprises (2000) The New York Times. Oct 21,5, 2005. Issue 34 Ralph C.N (2000) epitomizing sex; Southern Illinois University Press Weinmann Jackson (2006) Happy Birthday Playboy; Vol.22, Issue. 20. Read More