Super Bowl LI: “Easy Rider” becomes Mercedes-Benz “Easy Driver”

Introduction Mercedes-Benz' advertising agency, Merkley and Partners, faced a difficult challenge in altering the public opinion of Mercedes-Benz cars through their Super Bowl ad. According to the Consumer Reports National Research Center (2014), Mercedes ranked seventh in the car market for overall brand perception and did not rank for performance. Consumers had a lackluster perception… Continue reading Super Bowl LI: “Easy Rider” becomes Mercedes-Benz “Easy Driver”

Power and Strength in Men’s Personal Care Brands: A Study of Advertisements by Old Spice, Axe, and Dove Men+Care

Human skin creates an illusion, hiding one’s insides with an outer layer that makes up one’s physical appearance. William Ian Miller calls human skin, “the barrier between the soul and the world.” Since the skin is what the world sees of the self, its qualities are often conflated with moral depth and personal traits, imbuing… Continue reading Power and Strength in Men’s Personal Care Brands: A Study of Advertisements by Old Spice, Axe, and Dove Men+Care

School-Family Partnerships as a Tool for Equity

Studies have shown that parental involvement in education is one of the most important factors contributing to student success in school, regardless of socioeconomic status (Fraser, Garg, 2014). Yet, low-income parents are statistically less involved in their children’s education than other demographics (Raftery et. al, 2012). Many people write-off low-income parents’ perceived lack of support… Continue reading School-Family Partnerships as a Tool for Equity

Materiality and Discursive Depths in Iconic Branding – Coca-Cola Case Study

When one thinks of branding agencies, images of creative, visionary, and competitive ad men like Donald Draper from TV’s Mad Men come to mind.  Branding seems to be an unscientific discipline in which brand managers like Draper are struck with inspiration and weave together a magic story, logo, and slogan that creates a mystical allure… Continue reading Materiality and Discursive Depths in Iconic Branding – Coca-Cola Case Study

Purpose of Education: Equity and Societal Transformation

In the United States, the public education system has constructed and systematically widened the wedge between students privileged and unprivileged, and thus, the state has left the victims of the system increasingly unprepared to function in and to benefit society. Even those who receive a privileged American education may still be ill-equipped to thrive in… Continue reading Purpose of Education: Equity and Societal Transformation