IMC Hawks Blog

Category: Entertainment

  • Celebrity Branding Through Social Media

    Nowadays, there is a wide variety of ways to advertise and promote one’s image as well as many products through personal branding. Celebrities are among the first to take advantage of the new social media phenomenon to further promote themselves and products they have endorsed.  Social media outlets such as Facebook, Twitter, YouTube, Instagram, Tumblr, Pinterest, etc. have been in a state of constant growth, as they cater to both the average consumer as well as celebrities. Interconnectivity has played a crucial role in keeping celebrities globally connected to a wider public in order to further promote themselves and gain a higher level of exposure.

    When it comes to many things such as self-branding and the use of social media, one must elaborate a thought-out, cohesive strategy in order to achieve optimum results. First of all, it is important to keep in mind that not all celebrities wish to accomplish the same thing through their social media outlets.  There are many reasons for a celebrity to join a social media site, from simply connecting with fans to promoting a product or event.  Also, each social media medium serves a different purpose and targets a more specific audience. In a recent trend, celebrities have been representing themselves by “opening up” and increasing their level of self-disclosure through many forms of social media. This could be due to the fact that it is believed that social media can be used to build trust with fans as well as build and develop a more personal connection with them by allowing them to see the “real” superstar.  For example, it is difficult to feel a personal connection to President Obama.  By following Obama on Twitter or Facebook, one might feel that this personal relationship has greatly improved.  Not only is this beneficial for the average American, but it could indirectly help Obama.  For example, someone that does not currently have a stance on politics could follow Obama on Twitter, like what they see, and vote for him in the next election.  This is just one example that portrays that social media outlets are a powerful, mass communication tool.  That being said, it is important for one to remain very conscience about what they say.  It does not take much for a tweet by a celebrity or political figure to create a huge controversy, whether or not they intended it to.  We sometimes forget that celebrities are human beings that make mistakes, and one of these mistakes could be by putting too much personal information on the internet.  Voicing an opinion can easily offend many other people.  The celebrity could in theory remove the tweet, but that does not mean it will be deleted from the Internet.  With the millions of followers many celebrities have and the fact that celebrities tend to keep social media outlets as public as possible, almost anyone could snap a screenshot of the tweet immediately and continue to circulate it through the web.

    While there are disadvantages for celebrities putting their lives on the World Wide Web, outlets such as social media can also be used as a free type of advertising or promotion.  Almost all main-stream celebrities have utilized multiple forms of social media from blogs to Twitter.  Britney Spears, Kim Kardashian and Justin Bieber are all examples of celebrities that have endorsed various products and used social media (more specifically, Twitter) to promote them. This has shown to be an effective marketing technique at little or no cost to them.

    Not every celebrity endorses a certain product, but they do essentially brand themselves when they decide post on social media sites.  Whether they mean to or not, the content they post reflects their personality and in turn, allows followers to characterize them.  Mastering how to effectively brand one’s self on these sites has in essence became a modern day art.  In today’s day and age, a social media suicide could destruct the celebrity’s image as a whole.

    – Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn

  • Remember When… Cupcakes Were Just for Kids?

    Think back to your elementary school days.  Were you one of the “lucky ones” whose birthday happened to fall on a school day?  If your parents were anything like mine, this probably meant having the honor of bringing your class a huge batch of store-bought (or on the rare occasion, homemade) cupcakes.  Right now you’re probably picturing them, covered in sprinkles and icing that turned your mouth bright colors, maybe decorated with plastic Barbie or Spider-Man rings that everyone would wear for the rest of the day.  Back then cupcakes could make you king or queen for a day, at least in the eyes of your classmates.

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    Nowadays cupcakes have a different reputation.  An exceptional batch could win you $10,000 and instant fame.  Thanks to television programs that highlight the new art of cupcake baking, these mini treats are taking the country by storm, and it’s not just the kids that are buying in.

    In 2010, the show “Cupcake Wars” began airing on the Food Network.  Each episode brings together 4 top-rated cupcake bakers from across the country to compete for $10,000 and the chance to debut their cupcakes to crowds of America’s elite at events such as awards shows and charity parties.  The list of ingredients these bakers are given ranges from fruits and nuts to chili peppers and vodka and the finished products are a far cry from the yellow cake and chocolate icing of our childhood.

    The popularity of cupcakes is rapidly spreading and the evidence is popping up in cities nationwide.  Cupcake bakeries that specialize in traditional, exotic, and chic flavors are now conveniently located next to your favorite coffee shops and boutiques.  These bakeries are rebranding the phenomenon of the cupcake with unique flavors and styling that aim to please a more adult crowd.  Not only are they a pleasure for the palate, but cupcakes these days are like a new accessory.  They can be as high-end as the bakeries that produce them and the clientele that consume them.   A cupcake bakery called Georgetown Cupcakes, also famous for a television show that airs on TLC called “DC Cupcakes,” has catered to clients such as Kim Kardashian.

    ImageHowever, it’s not just the ingredients or the celebrity that make cupcakes more appealing to adults.  Now, anyone over the legal drinking age can partake in fine cupcake-inspired wine and vodka produced by Cupcake Vineyards.  Why not pair your cupcake with a glass of wine?  Bakeries and other specialty shops now host cupcake and wine tasting events where adults can mingle and the two indulgences can be enjoyed side by side.

    So is this new trend something to expect from all of our childhood favorites? Will popsicles be the next big thing?  Leave it to the media to help us decide.  Until then we might as well have our cake, and eat it too. Bon appétit!

    – Ally Walton, Lauren Habig, Erin Kiffmeyer, Hannah Eure, Gene Lee

  • Watch TV on your own time

    Digital video recorders, also known as DVR’s, have been around since 1999. Replay TV and TiVo were the first two digital video recorders launched at the Consumer Electronics Show in Las Vegas. DVR’s have become increasing popular because it allows you to record your favorite shows or movies and watch them later when you have more time. Now there is no need to rush home or stay up late just to catch the news or E! True Hollywood Story. DVR is changing how we watch television. With DVR on everyone’s mind, cable companies have created apps so that their users can set their DVR’s to record even when they are not home. Another feature of DVR that has caught many people’s attention is the fact that you can fast forward through the commercials. People can enjoy their favorite shows without interruptions. This has made it difficult for advertising companies to get the viewers to watch their advertisements.

    With the development of DVR and television show recording programs, companies have to find new and effective ways to market their products to their target markets.  Television viewer’s ability to fast forward through commercials is thought to be affecting buying habits of consumers.  Companies and marketing experts have to peruse other means of getting their products out to the public.  Social media sites such as Twitter, Facebook, and especially Pinterest are effective ways for companies to market their products in a way to get consumer attention.  Through this marketing hardship, integrated marketing communication is very important to gain and retain interest.

    -Kelsey Bendig, Brooke Keller, Andrea Blanton, Brian Burch

  • The trend of helping others

    With everything that is happening in the world today, it is nice to see that others are using their products to direct consumers’ attention to things other than America’s economy. Some companies have created a brand based on helping those in need. This trend has been one that can actually make a difference in the world we live in. These companies are using their consumers’ ethos to make them feel as though they are doing the right thing by buying certain products. This marketing tactic has proven to be a successful one because two brands especially have become increasingly popular throughout their mission to help those who truly need it.  

    If you haven’t heard of TOMS, you aren’t in with the latest trends.  Here on the campus of UNCW especially, TOMS are almost as big of a hit as Rainbows.  Not only do they look amazing and feel great, the TOMS brand is all about giving back.  For every pair of TOMS sold, the company donates a pair of their shoes to people in need.  The TOMS brand started back in 2006 with the creator’s trip to Argentina, where he saw first hand how many children had no shoes to protect their feet.  This is not only true in Argentina, but in many other developing countries where children grow up barefoot.  The TOMS brand slogan is ONE FOR ONE and is making a major impact on the trend of helping those in need.

    Chegg is a resource that hundreds of thousands of students utilize around the world to rent or buy textbooks to save money. One of Chegg’s incentives for students to rent or buy textbooks from their company is their philanthropic marketing strategy.  Chegg markets to their consumers that with their support, Chegg can plant trees around the world. Today, Chegg has planted over five million trees with their partnership with American Forest Global ReLeaf Foundation.  As stated on Chegg’s website these trees are planted worldwide to, “help regenerate areas damaged by wildfire, strengthen River Bounds, and restore wildlife habitats.”  In 2011, 175,000 trees were planted in Pondicherry, India, 40,500 trees were planted in Colorado and 700,000 trees were planted in Florida, just to name a few.  Chegg inspires students to be a catalyst for change around the world.  When their consumers purchase their textbooks through Chegg they can make a difference in the world by improving the environment.

    -Kelsey Bendig, Andrea Blanton, Brooke Keller, Brian Burch

  • Networking your way to the top!

    The Annual Communication Studies Day is something students and faculty alike look forward to every spring.  This jam-packed day is full of expert panels and networking sessions to help communication studies students get their names out there in their potential field, and a fashion show with examples of appropriate work attire.  Networking is something that is becoming more and more important when trying to get a job in society today.

    What exactly is networking? According to the UNCW Career Center website networking is, “the development of contacts and personal connections with a variety of people who might be helpful to you and your career.” Building a personal connection and relationship with people in the community will be beneficial. According to the UNCW Career Center website, 80% of jobs are filled by networking – people they know. Networking doesn’t guarantee a job, but it is a great way to gather information and get advice from people who have been in the industry for a while. It is important to network at any given opportunity. Networking can occur through various social media outlets such as Facebook, Twitter, and LinkedIn. Social media is a powerful tool that should be utilized when networking.

    COM Studies Day allows students to hear from professionals and get experience with networking. Jenna Curry, a COM major graduate and treasurer of CSS during her years at UNCW, took these days to heart. After she started her career, she noticed that she did not know many young professionals in the Wilmington Area. With this realization, she decided to create an atmosphere where young college students and graduates could meet and network with local businesses because she had learned the importance of networking at UNCW. Port City Young Professionals (PCYP) is the atmosphere she created. PCYP hosts a networking event the third Wednesday of every month in different areas of Wilmington. Curry hopes to give the members a chance to establish new personal or professional relationships, give young business people a chance to interact socially, and share ideas. “PCYP was created to help improve its members’ networking skills, expand their contact base, and provide the opportunity to promote themselves and their business in a relaxing atmosphere. The goal of the PCYP is to ultimately help its members get involved in the local business scene and to impact the current and future marketplace.”  For more information about Port City Young Professionals check them out at: www.portcityyoungprofessionals.com.

    -Kelsey Bendig, Andrea Blanton, Brooke Keller, Brian Burch

  • True Life: We Live in a Barbie World

    The Barbie Doll is an icon in American history.  Young girls have been playing with Barbie since 1959 when the doll was first introduced.  Jill Barad president of Mattel, which manufactures Barbie said, “99% of girls ages 3 to 10 own at least one Barbie doll.”  Though Barbie has been considered anatomically incorrect, teens and women everywhere consider Barbie to have the perfect body.  According to the Media Awareness Network, “Researchers generating a computer model of a woman with Barbie-doll proportions found that her back would be too weak to support the weight of her upper body, and her body would be too narrow to contain more than half a liver and a few centimeters of bowel.”  Even with realizations such as those mentioned above and professional opinions, teens and women are continuously looking for ways to get the “perfect” body that clearly doesn’t exist.

    With the media’s portrayal of skinny bodies, tiny waists, and big busts, beauty products and diet plans are constantly growing and becoming more profitable by the day. Women become insecure with their body image because they are surrounded by the unattainable beauty presented in the media.  This overwhelming presence of thinness presented in the media can easily bruise women’s confidence and self-esteem. Living in the culture of thinness can ultimately lead to self-destruction. However, some marketing companies, such as Dove, are fighting against this stereotype and defining what real beauty truly is.

    The Dove® Campaign for Real Beauty was created in September 2004 to encourage women to voice their opinions on the issue of the definition of beauty. Through these discussions, it was obvious that the definition of beauty that the women knew was extremely limiting and virtually unattainable. The Real Truth About Beauty: A Global Report found that “among the study’s findings was the statistic that only 2% of women around the world would describe themselves as beautiful.” Since these horrifying findings, Dove has put forth amazing effort to break beauty stereotypes and make people realize that beauty is not what the media portrays. The first jab at the media came when Dove aired a commercial that featured real women whose appearances were not of the norm. Dove asked their viewers to judge the women’s looks and vote at their website. The options for the voting consisted of questions such as “oversized or outstanding?” and “wrinkled or wonderful?” Since the campaign was created, these commercials have made an impact on women around the world. Dove has seen an increase in the percentage of women who can describe themselves as beautiful.

    -Kelsey Bendig, Andrea Blanton, Brooke Keller, Brian Burch

  • The Happiest Place On Earth

    On October 25, 1971, Walt Disney World opened its doors to the world. The theme park is a tribute to the inspirational life of Walter Elias Disney and all of the dedication and loyalty he has contributed to the Disney organization. According to a Disney World history website, “Walt Disney World Resort was first envisioned by Walt Disney in the early 1960s to give millions of residents in the Eastern United States an opportunity to enjoy unique entertainment concepts which had become world-renowned at California’s Disneyland.” The Disney planning team at WED Enterprises (now known as Walt Disney Imagineering) decided to place this park in Florida for many reasons. The main one being that Florida is known for year-round wonderful weather. This allows operation to continue throughout the year so that their vacationers can come whenever they would like. Also, Florida is first ranked among the states in tourism.

    “The Walt Disney World Resort that burst on the scene in the 1970s rapidly became the world’s best-known destination vacation resort with guests coming from all parts of the world.”  When Disney first opened, there was only the Magic Kingdom Park and two resort hotels. As time passed, it didn’t take long for Disney World to expand. Within 10 years, Disney World welcomed two new parks and six new resorts. By this time, their attendance surpassed 100 million visitors. A few years after this major addition, Disney also created the Disney-MGM Studies, five more resorts including its first luxury resort, Pleasure Island, and a water park. Today, Disney world offers four major theme parks, two water parks, six golf courses, 21 resorts, and the Downtown Disney dining/shopping/entertainment complex. The four Disney theme parks have attracted more than 700 million guests total.

    Disney’s brand is one of the most powerful brands in the world.  Most people think of children’s movies when they hear “Disney,” but the magic appeals to groups of all ages.  The Disney brand encompasses adventure, fantasy, magic, fairytale, and happiness.  Disney World is the place where imagination is not only allowed, but also strongly encouraged.  With over 25,000 acres of enjoyment and possibilities, Disney World has become a staple for anyone planning a vacation.

    -Kelsey Bendig, Brooke Keller, Andrea Blanton, Brian Burch