RedBull & PR Literature review Example | Topics and Well Written Essays - 1250 words

RedBull & PR - Literature review Example This paper presents an analysis of public relation strategies used by Red Bull around the world. Energy drink manufacturers, including Rend Bull GmbH, target a specific market segment, i.e., urban and young male males aged between sixteen and twenty nine (Buchholz, 2010: p43). This market segment has aspirations of living their lives on the edge. Accordingly, Red Bull uses extreme sport as a way of relating to them, with the sport being highly popular among this particular category of consumers. Additionally, the slogan used by Red Bull, i.e., Red Bull Gives You Wings†, was developed with the aim of creating public awareness among this particular segment of customers via communicating that drinking their beverages would ease challenging tasks. Moreover, the company epitomized modern branding by utilizing a marketing communication’s mix, including public relations, which sought to sell a way of life rather than a simple product and become culturally relevant (Buchholz, 20 10: p43). To do this, it was necessary for Red Bull to come up with PR strategies that caught the attention and appealed to their target group. Red Bull has come up with appropriate public relations strategies that are aimed at reaching out to its target market and getting them interested in the product (Russell, 2010: p44). As noted, Red Bull targets customer groups who live an active lifestyle by engaging in extreme sport and activities. In this regard, Red Bull’s public relations strategies attempt to create a perception that Red Bull beverages give necessary energy and edge to users, which can assist them to lead the lifestyle that they desire, as well as increase in their performance ion various aspects of their lives. Public Relations are defined as the relationships that an organization has with various public segments or groups, which have an effect on their ability to achieve their mission, objectives, and goals (Russell, 2010: p11). Companies can leverage PR by usin g publications and press kits on a regular basis in order to inform their shareholders around the world about the company, new products, news, events, and any other issues related to the company. Red Bull publishes its annual reports via which it communicates essential messages to stakeholders and the general public regarding the company. These annual reports serve as an effective tool for advertising where its main strengths and achievements are highlighted (Russell, 2010: p11). Red Bull also identifies Identity Media as one of its most effective tools for advertising (Russell, 2010: p46). The company fully utilizes Identity Media via the development of an online TV channel, which covers various company sponsored sporting events, especially extreme sports, and other programs aimed at attracting consumer interest in the company. Red Bull also publishes the Red Bulletin, a monthly magazine that is distributed by the Telegraph newspaper on Sundays. The issue carries sport reports inte rspersed with product information. The company also uses alternative methods of Public relations, for example, involving their brand in lobby activities in order to integrate themselves into various communities and build relations. One of Red Bull’s most famous public relations

Ancient Greek Sculpture and the American Cinema Essay

Ancient Greek Sculpture and the American Cinema - Essay Example Sculptures of the Archaic Greek period are characterized by one form in particular: the standing male nude. The artistic style employed by sculptors during that time was heavily influenced by Egyptian sculpture (Richter 2); one can see immediately the similarities in the execution between Egyptian sculptures deities and statues like the Kouros (600 BC, 3 meters high). These sculptures predominantly portrayed athletic male subjects who were very structured in their appearance. Limbs were in pleasing proportion to the entire body, the bust was dealt with similarly and the entire piece might have served as something of an anatomy lesson. Archaic sculpture would be to Classical sculpture what the drawings of an elementary student are to that of a learned sketch artist. The figures lacked life; the stiff effect of the chisels and stone abrasives of the Archaic Greek sculptor meant that aside from quite accurately depicting the human form, statues like the Aristodikos (500 BC, 1.95 meters) could not inspire the mind of the viewer like the next artistic period (Goette 116). What the Classical Greek period of sculpture brought to the world was a celebration of how the body actually functioned; the Classical period brought movement. American cinema has followed a similar path since its inception in the early 20th century. The first films produced in the United States took one of two actions: recreating historical events or recreating classic literature on screen (Slide 151). The very first American movie was Richard III (1912), a remake of Shakespeare's 16th century classic. Three years later saw the release of The Birth of a Nation, a highly controversial film that depicted the events and atmosphere of a divided nation before and during the American Civil War from the perspective of the Ku Klux Klan and its followers. Like Archaic Greek sculpture, it was not the subject of these early films that was lacking, it was the execution. Actors were reminiscent of the Kouros in their rigidity and although the plot and stories of early American films were often of excellent quality, there were few attempts at subplot or undertone; very little existed in these films and many movies of the following decades that was not superficial (Finn 191). The Classical period of Greek sculpture saw the creation of works like the Youth of Anticythera (340 BC, 1.94 meters), crafted in bronze and succeeding in the portrayal of something that its predecessors had failed in: motion (Lullies et all 87). Instead of creation statues that stood straight and perfectly balanced on straight legs and flat feet with arms straight down both sides, Classical sculptors experimented with the movement of the limbs and the portrayal of the human body in more natural positions. In this way human sculpture became more geared towards the expression of beauty and of an essential aesthetic within each work of art. Curves, muscle definition and even subtle body language could be portrayed in this style where before statues were really no more than human figures carved out of stone. Classical Greek sculptures captured the human spirit within their work. American film changed in much the same way, albeit over a much shorter time period. Instead of merely producing historical