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