Taylor Swift Newsletter

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Kendall Jenner Pepsi Commercial

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Whenever I think of some of the worst PR campaigns in recent years, the one that almost immediately comes to mind is Pepsi’s 2017 commercial featuring Kendall Jenner. The ad, which can be seen below, received almost universal backlash, with Pepsi eventually pulling it completely from their own social media pages.             This commercial demonstrates the delicate nature of brands’ attempts to latch onto new trends and social movements, particularly when it relates to social justice. Many people pointed out parallels between the ad and Taking a Stand in Baton Rouge , a photograph that went viral in 2016. The photo depicts Iesha Evans, a 28-year-old black nurse, being arrested by police officers in riot gear during a Black Lives Matter protest in Baton Rouge, Louisiana.             Theoretically, creating parallels between a brand and a viral photo has the potential ...
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Groundswell Chapter 10: The Evolution of Dove

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             In chapter 10 of “Groundswell: Winning in a World Transformed by Social Technologies”, authors Charlene Li and Josh Bernoff discuss the release of Dove’s initially groundbreaking “campaign for real beauty”. According to Li and Bernoff, when Unilever (Dove’s parent company) first created these commercials in 2003, “they took a big risk with the message, going against the industry norm of using young, slender, perfect models and instead featuring everyday, average women. . . it worked- people were definitely talking about the ad campaign and Dove” (200). Initially, the ads featured only images of women like the one below: After these ads created a buzz within the groundswell, Dove decided to take the messaging a step further. They created a video entitled “Evolution” in 2005, which exposed many of the photoshopping, airbrushing, and makeup techniques used in traditional advertisements. The video was successful ...
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Social Media Monitoring Project Part 1: Taylor Swift

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Introduction:             It seems to me that it would be nearly impossible to find someone in today’s world who has never heard of Taylor Swift. Nonetheless, for those who feel they are ill-informed about Tay-Tay, she started out singing country music with a self-titled album in 2006. Since then, she has moved on to record songs of many genres, though her music could generally be labeled under the pop umbrella. One of her most infamous moments occurred in 2009, when Kanye West stormed the stage in the middle of her VMA acceptance speech to say that Beyoncé should instead have won the award. From this moment forward, Swift would have an image in many people’s minds as “America’s sweetheart”, which her younger fanbase and overall pleasant appearance also contributed to. For the vast majority of her career, another famous part of Taylor’s personal branding was her silence about political issues on either side. This has increasingl...
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