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There are consequences tied to everything that human beings consume in modern society including clothing, food, shelter, information, advocacy, healthcare, as well as education. Marketing strategies that are being employed are geared towards influencing the expenditure of the American citizens. Just like the consumption culture, the understanding of breast cancer has been influenced by the daily social issues as well as social responses to it. The advertising and marketing of breast cancer are linked to the consumption of information, social support, medicine, food events as well as technology. The most valued product in the breast cancer political economy is the audience that mainly comprises of the women at risk of breast cancer, the survivors of breast cancer as well as the supporters of the breast cancer campaign. Breast cancer has been described as the darling of corporate America. This is due to the fact that corporations are paying a lot of money to access the breast cancer target audience. Consumers, politicians, and corporation are using the platform of buying breast-cancer related products to demonstrate responsible citizenship and good will. Breast cancer has been portrayed to have the power of symbolism, celebrity, myth as well as the attention of the mass media. The packaging of breast cancer-related products in pink femininity has played a role in solidifying the social status of breast cancer as well as cultural accessibility. Without the role of the mass media, it would not have been possible to spread the culture of breast cancer and make it dominate the brand portfolios of big corporations.
Mass media has made breast cancer to be the most notorious illness in the current time. The pink ribbon culture has created a cultural platform to enable consumption and mass media to operate as driving forces in their own rights and as tools for the culture. Women’s magazines have played an important role in promoting breast cancer awareness. The magazines have created a platform for sharing breast cancer news items, human interest narratives, community events, health updates, advertisements, public service campaign, biographies as well as entertainment. Since women’s magazines have always been targeting the upper-class female audience, considering that they mainly focused on topics that were appropriate to women and they are convenient and cheap, they provided a good platform for spreading awareness about breast cancer. The increasing awareness of breast cancer depicted the increasing social importance of breast cancer to the American society. Apart from creating breast cancer awareness, women’s magazines also shared messages to portray breast cancer screening as a normal thing and encouraged women to do it. They also provided information about the post-diagnostic procedures.
The breast cancer audience
Breast cancer is described as a social problem and in order for a social problem to dominate the mass media, it must be culturally accessible as well as socially important. Initially, the target audience of the women’s audience was the women in the upper- social class. The use of women’s magazines to share information about breast cancer played a role in shaping the breast cancer audience. The advancement of technology resulted in the increase of mass media outlet implying that the viability of the women’ s magazines was threatened and the target audience as well was broken. The women’s magazines in response made attempts to take advantage of certain niches like feminists, career women, and African American women. The niche audience is valued highly in a mass-mediated consumer culture. This implies that corporations employ different strategies to achieve niche audiences with the aim of influencing consumption and behavior. One of the ways through which the breast cancer audience has been created is through advertising, real-life experiences, interactions as well as word of mouth.
The breast cancer audience is mainly defined using the pink ribbon culture. Breast cancer organization advertise personal experiences, create social networks and use empowerment rhetoric to increase publicity and also raise funds. The word of mouth and real-life experiences play a role in increasing social awareness on breast cancer as well as ways of dealing with the illness. The organizations also sell the breast-cancer-related goods and services and the people that consume those products become part of the breast cancer audience and they employ their personal experiences to provide legitimacy to the cause. Such approaches have helped the breast cancer organizations reach a breast cancer audience that is beyond the survivors to the supporters and the women that at risk of suffering from breast cancer.
Branding and the niche market of the socially aware
The pink ribbon which is used as a representation of the breast cancer brand is used to transmit the culture of breast cancer and pink femininity t mass-mediated cultural forms. The pink ribbon symbolism was designed to create an optimistic, friendly as well as attractive relationship between the breast cancer audience and the cause of breast cancer. The relationship was meant to pass the message that breast cancer is an essential cause, and supporting it would be a demonstration of goodwill towards women. The analysis of breast cancer as a brand enhances the understanding of the use of the illness in promotional and marketing campaigns to encourage consumption since branding is usually aimed at influencing long-term consumption behaviors, cultural identity, and loyalty.
Brands are usually used to establish a niche market and influence the behaviors of the consumers. In order to ensure loyalty, organizations ensure that they develop brands that are a representation of the attitudes as well as the perceived needs of the consumers. The concept behind which brands are founded aim at creating a relationship between the brand and the target audience. The incorporation of the pink consumption by companies is aimed at drawing upon a niche market that of the socially aware. The audience of socially aware develops the loyalty to support the concept of the breast cancer brand. This makes them perceive themselves as conscientious, altruistic as well as socially aware of consuming pink.
Warriors in pink
The application of the war metaphor in most of the breast cancer representation is to provide a vital framework for the breast cancer brand. It is used to portray breast cancer as an enemy that is prepared to attack women when they least expect it. The warriors in pink are described to be armed with modern medicine, optimism, and culturally approved weaponry. The she-roes display warrior symbols on their clothing which represent courage and power to fight against breast cancer. The Ford Motor company has been at the forefront in the capitalization of the warriors in the pink campaign. The warriors in the pink campaign have been important in transforming breast cancer from a crucial social issue to a lifestyle choice that everyone that displays the brand has.
Fear and the pink menace
Initially, women’s magazines used fear of social and physical mutilation to encourage breast examination and medical intervention as weapons against breast cancer. The fear of the uncertainty and inevitability of breast cancer stirs aggressive and urgent action as revealed by the information regarding the rising incidence rates, relatively flat mortality rates, rising levels of recurrence as well as unavoidable risk factors. The fear of suffering from breast cancer stirs the commitment to fight it. In the breast cancer brand, aggressiveness and urgency of actions are synchronistic dimensions. According to most women, breast cancer is a terrible illness and its treatment greatly contributes to the horror of undergoing the experience.
Hope and faith in breast cancer awareness
In breast cancer awareness, faith and hope are very essential. Hope acts as a weapon for countering fear. Most of the breast cancer awareness advertisements apply the association of hope to create feelings in the target audience to encourage them to take part in pink consumption with the hope of accomplishing positive outcomes. Breast cancer awareness is linked to the perception of breast cancer as a social problem. Through social networking, voluntarism and pink consumption, consumers are viewed as the transmitters of hope. Breast cancer organizations spread hope with empowerment rhetoric and sentimentality that is aimed at encouraging fundraising and voluntarism. The pink ribbon culture that represents breast cancer awareness is also used to depict hope.
Goodness, fundraising and the pink lifestyle
The breast cancer brand regularly demonstrates its associations through fundraising campaigns, awareness campaigns, as well as the sale of breast-cancer-related goods and services. The associated of the goodness of the pink ribbon culture is associated with femininity, innocence as well as a virtue while disassociating with marginal lifestyle decisions. The pink ribbon culture acts as an encouragement too corporations and individuals to contribute their support through pink consumption as well as social networking. The active members of the niche audience of breast cancer are portrayed to be generous, good and committed to serving their purpose. Apart from supporting the good cause, pink consumption is also described as a fun and fulfilling lifestyle decision. This encourages more people and corporations to join and support pink consumption.