Words cannot describe the quality and hard work that Tori has shown throughout her writing. She has put together three pieces of work that could be considered masterpieces for the ages to come. In one of her pieces, Tori shows her loving side and true companionship with a pet who is considered a man’s best friend. It is truly remarkable how she flowed her three short stories together to tell a story about her relationship with her dog which is truly amazing to say the least. Then, we see Tori take a stand on an issue that is currently afloat in society: the hookup culture. With conviction and her passion, Tori makes us think about ourselves and what we should do next time were in that kind of a situation. Lastly, we see a sophisticated piece in which Tori shows the reader that Old Spice might be indeed getting a little too spicy in their advertisements. She gives us an amazing insight on how advertisements for brands like Old Spice or Axe have gone far and beyond to convince their customers to buy their product. To be able to get a real grasp of the passion, hard work, and dedication of Tori’s writing, we must experience it first hand and I guarantee you will not regret making that decision.
- Ryan Conte While her husband lounges on the couch, digesting his hearty breakfast, Zoey, the more active of the couple, comes barreling down the stairs and into the living room. My teenaged sister, Jackie, follows shortly behind, who has just been pounced on top of and dragged out of bed from a deep sleep. Zoey’s face lights up the second she hears Jackie’s heavy feet slugging down the stairs. She flashes Zoey the stank eye and plops down next to me on the couch. Good morning sunshine. Little does Jackie know, she is far from off the hook. She is still very much on Zoey’s radar. Zoey does a few laps around the living room and once more around the kitchen, drawing attention from all members of the family. She jaunts back on over to the couch and nestles her head into my lap. After receiving a sufficient amount of scratching behind the ears, she looks up at me inquisitively. Her eyes ask me why I am being lazy and not playing with her. They ask me how I could possibly be sitting on the couch when I could be taking her for a walk on the beach. She shifts her eyes to Jackie, and they ask her the same questions. We try to stand strong and go back to enjoying our lazy Sunday activities, but to no avail. Zoey persists on, barking so loudly and suddenly that my arm hairs stand on end and my eyebrows shoot upwards. She swiftly jumps from my lap to my sister’s shoulder, and hurdles her body over the the back of the couch like a show-horse. She races around once more the house before returning to us. She plays her final card. She calmly sits at our feet; raises a paw onto my thigh; looks up at us with her large, glistening eyes; and lets her leash dangle from her mouth. We are sold. There is absolutely no way to resist at this point, and before we know it, we are off our butts, being dragged down the sidewalk by our racing steed on our way to the beach.
When I ask if she’s alright, a long silence follows. She eventually nods her head up and down, but it is far from convincing. I keep my eyes locked on hers and try to read her thoughts. She finally lets her guard down and stops nodding, letting her bottom lip pout just the slightest amount. That’s when I know it is bad. She is one of the strongest person I know, and she shares her emotions with a very select number of people. This small gesture of weakness is a dead giveaway. I take action immediately and leap up onto her bed. I wrap my arms around her and take her in for a gigantic bear hug. I try to absorb her troubles and replace them with light and positivity as I tighten my embrace. She lets her head lightly drop onto my shoulder, and she keeps it there. She doesn’t reciprocate the hug, but it’s okay. We sit there in silence for awhile, and eventually she sits up and looks at me. I make a weird face, and she cracks a smile. We laugh it off. She turns a new page and decides to leave him in her past.
There he goes again, kicking off his daily routine. He lethargically rises from his feather bed and slowly stretches out his back, one vertebrate at a time. He leisurely strides over into the kitchen, making his presence known to all. My mom sees him and instantaneously throws two slices of bread into the toaster oven without even thinking twice about it. He waits impatiently as the smell of browning toast wafts through the house and into his nostrils. Pop. Finally. My mom takes the two, crispy slices, which are toasted to perfection, and smears a generous amount of organic crunchy almond butter on top. Before she can even reach a plate from the cabinet, Barkley swoops in and snags his breakfast from the counter. He inhales his meal within seconds and makes his way back to the living room where I am reclining on the couch, enjoying my steaming cup of coffee. He comes quite close to me, but refuses to sit down. He stares at me fervently, as if he can see directly into my soul. I realize I have made a huge mistake. Silly, half-asleep me. I am sitting in his spot. Clearly my coffee has not kicked in yet. I make way for the king and relocate to a different couch cushion. He does not waste any time in reclaiming his throne as he swiftly pounces up and over my lap and plops himself down, nearly crushing me under his immense weight. Just when I think I am in the clear to relax, I feel his burning eyes upon me once again. However, this time they are sending a different message. He looks at me, then up at the television, and then back at me one more time. That’s all he needed to do. I get it. My turn controlling the remote is over. I flip through until I find his favorite channel - Animal Planet. I look over in his general direction, afraid to make eye contact again, but it seems that he is finally content. His eyes are glued to the screen, avidly watching the Eukanuba Tournament of Champions dog show. He licks his chops and picks up the tennis ball conveniently lying next to him on the couch. And there he sits, ball in mouth, belly full, and sufficiently entertained. I shake my head and laugh to myself - it’s Barkley’s world, and I’m just living in it.
Body odor prevention and sex are two matters that one would typically not expect to be correlated. However, when it comes to the advertising of men’s deodorant and hygiene products, sexualizing men and women actually seems to be quite the trend. Two of the leading brands in this market, Axe and Old Spice, frequently utilize this strategy. They each do so in their own, individual way, yet they end up sending similar messages to the consumer. Regardless of the differing elements of their techniques, both companies sexualize people in order to sell their product. While this strategy has certainly helped them prosper, it has also led them into controversy.
Why are we intrigued by Old Spice’s commercials? It is because they play the sex appeal card and draw you in with hunky male actors. The company typically casts the quintessential manly man - the type that all men should aspire to be like. He is burly, toned, and seemingly flawless. He dresses with style and carries himself suavely. He knows exactly what to say to women, and he knows exactly how to please them. It is almost as if he is majestic. He is essentially the perfect human being. In one of their most recent and popular commercials, this perfect human being takes you by surprise as he suddenly appears on the screen. Of course, he is tall, dark, handsome, and chiseled to perfection. He is half naked, covered only by a towel that is loosely drawn at his hips. He captivates you within seconds and demands that you look directly at him. Once he has your attention, he stares at you with his mesmerizing eyes and continues to deliver his message in a deep, manly, and melodic voice. He entices you and lures you into a seemingly unreal world. He magically teleports from a bathroom, to a luxury yacht, and onto a tropical beach where he is riding a horse. An oyster shell appears in his hand, in which he reveals everything a woman could possibly want in life - diamonds and tickets “to that thing you love.” Finally, he unveils the Old Spice product, as it magically appears in the palm of his hand, and leaves you in awe. On the other hand, Axe has a propensity to entice and awe you with the opposite gender. They sell what has become known as “The Axe Effect” - the seemingly magical power that the Axe scent has on all women everywhere. They send the message that any man who uses Axe will become simply irresistible to the most attractive women in the world. In one of Axe’s most recent commercials, this “Axe Effect” is clearly portrayed. A dramatic drum beat booms through the speakers. From out of nowhere, a beautiful woman emerges from the trees dressed in a skimpy string bikini. She appears to be desperately searching for something as she hunts through the forest. Before you know it, she is joined by thousands of other fierce women who are dressed in a similar fashion. They all seem to be after the same prize as they ferociously race each other and aggressively throw elbows at those trying to pass them. These women finally surface from the woods only to be joined by a countless number more who join them from the surrounding ocean, cliffs, and hills. All women wind up at the same place - a beach where a single man holding a can of Axe stands and awaits them. While these advertising strategies may be effective, they are pushing limits as well. In regards to Old Spice’s advertisement, it can be perceived as offensive to both males and females. Is it appropriate to assume all woman can be pleased and won over by the same stereotypical and materialistic objects? Should all men conform and strive to be something that they are not in order to appeal to the opposite sex? Furthermore, when considering Axe’s commercial, similar questions arise. Is it right to send the message that women will drop everything, including courtesy for each other and themselves, solely to get the attention of a man? Are the zoomed-in visuals of women’s bodies wearing skimpy bikinis appropriate for television? What about men who do not seek attention from women, but rather from the same sex? These questions are few of the many that could be asked of the intent and contents of these commercials. As these advertisements are quite contentious, there must be a reason for their being so. Old Spice would certainly not continue to produce them if they were not drawing in a substantial profit. Thus, while their ads may not appeal to all parties, they do cater to their target audience quite well. Given that 44% of male respondents look to buy gender-specific products, Old Spice’s gender-specific advertising strategy is both calculated and effective. According to marketing specialists, these tactics are especially effective on younger men. Thus, since “ young men represent an important demographic group for the liquid body wash segment,” it makes sense that Old Spice’s advertising efforts are centered around them. Similarly, given that Axe is still very much in business and successful, the company’s raunchy commercials must be catching someone’s eye. As “advertising geared toward men typically incorporates elements of humor and sex appeal”, Axe’s strategy is clearly on point. Men are willing to overlook the crudeness of the commercials and simply appreciate the humor that they incorporate. Furthermore, as almost one half of these teens “report using beauty and personal care products to feel more confident,” then “getting the girl is [definitely] the most powerful product sell.” Axe undoubtedly understands the lack of confidence that most pubescent boys feel when it comes to getting girls. Therefore, they send the message that their products can help these young men out in this department, a perk that seems to be highly appealing to the teenaged boy population. Once again, these consumers are willing to overlook the derogatory aspects of Axe’s advertisements, as they have other priorities. By presenting topics that adolescent would typically find humorous or relevant to their lives, Axe manages to get away with its inappropriateness and to continue expanding upon its popularity. Although I am disgusted by some of the graphics and strategies presented by these companies, they are not meant for my eyes. Similarly, older men may be turned off by the political incorrectness, but they are not members of the main demographic of buyers either. As long as Old Spice and Axe get through to their target audience, they will continue to profit. However, by objectifying women and disparaging men in such ways, Old Spice and Axe are certainly asking for controversy. The humor can be tolerated to a certain extent, but the companies must be aware of the fine line that tread on. Rather than appeal to consumers, they may in fact offend them instead. If men are belittled to the extent that they feel ashamed of themselves, they probably will not be inclined to continue purchasing in the products. Similarly, if women take offense by the blatant sexism that is present in the advertisements, they may discourage their partners from using the products. Although the advertisements do receive positive attention from their main demographic, they may be influenced out of buying the products as well by others who find them inappropriate. Thus, in a world where gender equality and diversity are quite important statutes, Axe and Old Spice need to be aware of crossing the line in their advertising efforts and driving potential customers away. Works Cited "Marketing to Men." Mintel Academic. N.p., Mar. 2014. Web. 7 Nov. 2014. <http://academic.mintel.com.proxy.bc.edu/display/698367/?highlight#hit1>. "Teen and Tween Beauty and Personal Care Consumer." Mintel Academic. N.p., Aug.2013.Web.9Nov.2014 <http://academic.mintel.com.proxy.bc.edu/display/674781/?highlight>. "The U.S. Market for Men's Grooming Products: Putting a New Face on Men's Personal Care Products." Market Research. N.p., 1 Jan. 2004. Web. 9 Nov. 2014. <http://academic.marketresearch.com.proxy.bc.edu/product/display.asp?productid=904609&curl=&surl=%2Fsearch%2Fresults%2Easp%3Fprid%3D1134707131%26query%3Dold%2Bspice%2Badvertising%26cmdgo%3DGo&prid=1134707131>. How has hooking up played out for you in the past? Were you happy with yourself and your actions post hook up? Has it ever lead to an actual, genuine relationship with someone? Probably not. Then why is the hook up culture becoming more and more expansive on college campuses? Is it because we are constantly surrounded by influences in the media and pop culture? Is it because we drink? Regardless of why its popularity is on the rise, we should probably be concerned given the complications it has on our lives. After a hook up, we are left wondering what the hook up meant, whether it is going anywhere, and how the other person feels. We feel lost and unsure of ourselves. Thus, given these implications, the question of the hook up culture’s rising popularity seems unanswerable. As hooking up is detrimental to our personal growth and negatively affecting our feelings of self-love and self-confidence, it seems that all hope is lost for romantic and emotional stability.
While the hook up movement has seemingly come out of nowhere, we are certainly not the culprits. If we take media and pop culture into account, the blame for its rising popularity simply cannot lie on us alone. We are surrounded by forces that lead us deeper and deeper into the hook up culture. Some of our favorite movies are centered this idea of casual sex and relationships marked by zero commitment. For example, in No Strings Attached, the two main characters, Adam and Emma, agree to participate in a no-strings-attached relationship that revolves around hooking up. The plot progresses, and the inherent implications of this type of relationship become apparent, as both Adam and Emma find it difficult to remain emotionless in their agreement. In another popular movie, Easy A, the main character, Olive, begins to receive some serious attention after her alleged promiscuity. She finds that rumors of her licentious sex life actually boost her popularity in school. She embraces them and begins to help others out by staging one night stands with them. As these are only two of many examples, the hook up culture seems to be a hot topic in Hollywood as well. Furthermore, every time we tune into the radio or check out the iTunes’ top 100 playlist, we are bound to hear lyrics that are centered around stories of physical relationships and attractions. For example, in Nicki Minaj’s new hit “Anaconda,” the lines “My anaconda don’t unless you got buns hun” and “Oh my gosh, look at her butt” are continuously repeated throughout the song. Thus, the relationships she describes are clearly not centered around emotional connection; rather, they revolve around butts. Songs similar to his constantly pound the idea of hooking up further and further into our brains. Given that we are exposed to the idea from nearly all angles, is avoiding a hook up even possible? Are we the ones to blame for boosting the hook up culture’s popularity or are there more powerful factors involved? Furthermore, they very nature of the college social scene promotes hooking up. Whether participating in this activity or not, our social lives revolve around drinking. Whether at a tailgate for a football game or a club bonding social event, the presence of alcohol is almost a guarantee. If we want to be an active member of the student community and have an eventful social life, then there is really no way to completely avoid alcohol. As alcohol consumption lowers our inhibitions and decreases our judgement, drinking increases our tendency to engage in a hook up. Therefore, with an inability to steer clear of alcohol in college, we are essentially bound to be in the presence of hook ups. From the media world to our more intimate, social community, we are surrounded by a population that is seemingly obsessed with hooking up. So what? Why do we care that the hook up culture is taking over? A hook up is a hook up - no big deal. Actually, it is a big deal. In fact, it is almost frightening given the detrimental effects hooking up has on the psyche. Primarily, the very initiation process of a hook up is skewed. Given the lack of attachment and emotion involved in a hook up, it is essentially based on one thing and one thing only: physical attraction. Rather than thoughtfully selecting a partner who we get along with or have similarities with, we silence our brains and let our eyes make the decision for us. We don’t hook up with someone because we feel an emotional connection with them, rather we do it for seemingly all of the wrong reasons. We don’t hook up with thoughts of our future love lives; we do so to fill some sudden and urgent desire or emotional void. However, after the fact, that emptiness or desire is most likely still there and unsatisfied. Thus, as our decision to hook up with someone is usually made hastily and without consideration of many important factors, we leave ourselves feeling empty, disconnected, and unloved. Leaving us with these feelings of emptiness, hook ups put our sense of self-love highly at risk. We rush into these temporary and unattached relationships seeking validation and security. If our self-esteem is at a low point, than a hook up can might be quite appealing in the moment. We feel as though we are wanted and desired by others, even when we might not feel very good about ourselves. Therefore, hooking up with someone may temporarily boost our feeling of self-love and regard. However, the lack of commitment and emotional engagement that is likely to follow an initial hook up can have quite opposite effects on us in the long run. If the hook up dissolves and does not lead to anything further, we are left wondering what went wrong. Why did he or she not want to pursue an actual relationship? What is it about me that is not good enough? Questions like these are likely to pop into our heads when a hook up is discontinued, leaving us questioning and causing our dignity to drop even lower than where it started. Thus, hook ups take us on a roller coaster of emotions and feelings and that loops around and around on one vicious cycle. As we find ourselves feeling down or hurt when a hook up does not transpire into anything more, we will probably crave the feeling of acceptance once again. We will continue to engage in more and more hook ups with the desire to be wanted, leaving us more and more torn up each time they fail. As we fall in and out of these hook ups without developing a committed and trusting relationship, we feel worse about ourselves. As we keep striving for something more meaningful in this way, we are only subjecting ourselves to others who may not even care about our feelings in the slightest. We leave ourselves vulnerable and at the mercy of other individuals, and our chances of being hurt are high. Therefore, by failing to establish some sort of commitment or exclusivity, we feel degraded and disconnected with both ourselves and those around us. In comparison, we are far better off attempting to build the foundation of a real relationship instead. While dating does not necessarily guarantee true love, it does establish a far better base on which to build a legitimate and lasting connection. Unlike that of a hook up, the decision to pursue a relationship with someone usually takes both emotional and physical factors into account. We are more inclined to connect with someone that we share interests and personality traits with. Thus, we are able to communicate and interact more naturally, resulting in a connection that is not merely physical, but emotional as well. While going on a date might seem scary or awkward in this day and age, it might be worth giving a shot. If we take our best interest into consideration, engaging in the hook up culture is definitely not our best option. Our college years make up the prime time in which to find ourselves and develop a strong sense of character. If we subject ourselves to inconstancy and ingenuity, then we are only making this process more difficult. On the contrary, if we surround ourselves with stability, our formation of self-love and dignity is less likely to crumble. While this task may seem daunting, there is still hope. It can be as simple as slowing things down and working backwards. If a hook up goes well, we simply can reevaluate in the morning, make a call, and have a real shot at a relationship. |