Enhancing Brand Association through Classic Conditioning

The assignment content discusses the importance of understanding gender stereotypes in advertising, specifically focusing on Jaguar's 'It's Good to Be Bad' campaign featuring Tom Hiddleston, Ben Kingsley, and Mark Strong. The analysis reveals how the advertisement uses masculine postures and objectification of genders to promote the idea of masculinity as confidence, control, power, independence, intimidation, and activity. The paper also highlights the role of marketing communications in shaping consumer behavior and the need for advertisers to adapt to changing customer preferences and technologies.

Marketing communications
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Table of Contents
Introduction......................................................................................................................................3
Evaluation........................................................................................................................................4
Celebrity......................................................................................................................................4
Storytelling..................................................................................................................................6
Music...........................................................................................................................................7
Gender..........................................................................................................................................8
Reflection.........................................................................................................................................9
References......................................................................................................................................12

Introduction
The management process using which the organizations are able to engage their audiences is
termed as the marketing communications. By understanding the communications environment of
the audiences, the organizations are able to seek to present as well develop and present the
messages that can be easily delivered to the to the identified stakeholder groups. The messages
having significant value can easily be conveyed to the company and then identified. The
audiences can be provided with behavioural and attitudinal responses (Parente, D. and
Strausbaugh-Hutchinson, K., 2014)
The traditional marketing models were seen to fail in capturing the complexity the contemporary
consumer behaviour. Nowadays, the simple model of cause and effect is not able to define the
predictive guide for the audiences and consumers. In order to accomplish the business goals,
communication models have to be established in order to ensure that all the communicational
tools are in compliance with the marketing plans. Various models have been embraced by the
academicians and practitioners for acknowledging the unpredictability and autonomy of the
customers (Luxton, S., Reid, M. and Mavondo, F., 2015).
In order to build the relationships, communication is the most critical. The relationships are built
and managed with the customers and consumers in order to have a direct bearing with the
marketing communications. The marketing communications are helpful in defining the
relationships in the organization with their customers not only by exchanging the messages but
also by the media choice in order to suit the preferences of the customers (Shimp, T.A., 1997).

Evaluation
Celebrity
The Jaguar’s “It’s good to be bad” advertisement stars Tom Hiddleston, Ben Kingsley and Mark
Strong. The advertisement was seen to promote F-Type coupe is titled as the “The Art of
Villainy” and explored why British actors play the best villains. The advertisement featured
Hiddleston who is seen to discuss the characteristics of a great villain. He accelerates the car in
the underground car parking and drives off at a high speed along with quoting Shakespeare’s
Richard II. The actors presented in the advertisements were seen to create a huge appeal with the
targeted audience (Keel, A. and Nataraajan, R., 2012). The use of renowned actors in the
advertisement can be explained by using McCracken model which suggests that in order to
create a strong and effective message, the attractiveness of the spokesperson is considered. His
meaning transfer model suggested three primary stages. First, the meanings associated with a
famous person is seen to move from the product and endorser. Then the meanings that are
associated with the celebrity are related to the brand in the mind of the consumer. Finally, the
meaning of the brand is seen to be acquired by the consumers. The whole model explains the
importance in the process of endorsing the products by using a celebrity.

Every celebrity is seen to present a broad range of meanings which involves personality,
demographic categories (sex, age, status etc.) and lifestyle. For example, Tom Hiddleston, has
always been associated with the villains and therefore has been chosen for the advertisement in
order to support the anchorage “It’s good to be bad”.
According to McCracken (1989), the celebrity expresses a variety of “set of characteristics” for
supporting the consumers during the evaluation of the brand. Further a value is added to the
whole image transfer process as an extra power and depth is added which is further
complemented by their personalities and lifestyles. Jaguar has incorporated the personality and
lifestyle of Tom Hiddleston in the best way possible by projecting his villainous image to full
extent.
Additionally, on critically evaluating the advertisement using the Kelman model, the source
characteristics can be examined. It states that the behavioural and attitudinal change of the
consumers are seen to influence the characteristics of the source. The attractiveness and
credibility of the source is considered as the message being conveyed to the audience is being
affected by the manner it is being viewed by the target audience. Therefore, Jaguar opted for
renowned faces like Tom Hiddleston, Ben Kingsley and Mark Strong.

Jaguar in their 60-second ad has incorporated starts like Sir Ben Kingsley, Tom Hiddleston, and
Mark Strong who are considered to be the best among the Brit villains as they are “more
focused,", “One step ahead”, “have a certain style," and "just sound right” emphasizing on the
credibility, power and attractiveness of the Jaguar brand (Spry, A., Pappu, R. and Bettina
Cornwell, T., 2011)
Storytelling
The advertisement open with Mark Strong who is known worldwide for his portrayal of Sinestro
in the Green Lantern amongst many other films. He is seen to be driving a white Jaguar F-type
Coupe and adds that “Maybe we just sound right”. After that Tom Hiddleston, another Brit actor
known for his villainous portrayal is seen to be flying in the helicopter and says: “We're more
focused, more precise.” Again the focus is shifted to Strong who mentions “We're always one
step ahead” and then Tom adds with a smile “We're obsessed by power”. Jaguar is seen in the
picture driving next to a famous red double decker bus through the London in front of the
London Eye and in front of the landmark Big Ben. At this particular point, the Hiddleston’s
helicopter is seen to fly towards the Buckingham Palace stating that “A stiff upper lip is key” and
adds with Strong that “And we all drive Jaguars” who is seen to get out of the vehicle. Lastly,
Kingsley ends the advert by saying: ‘ooooh yes, it’s good to be bad’.
The whole story of the advert is breath taking and it utilised the presence of trio of the British
actors to the fullest. The advertisement never stops to make use of the sound of the engines and
helicopters that are being accelerated along with the use of a high tempo music. In the initial
scene the car was seen to leave the basement with the noise of speed and acceleration suggesting
high speed. Throughout the advertisements the visual were thrilling and the music was uplifting,

providing a sense of adventure to the audience. The whole advertisement has been shot by using
an engaging approach by the directors (Woodside, A.G., Sood, S. & Miller, K.E. 2008)
On evaluating the advertisement using the narrative theory, one can suggest that the narration
style of an advertisement i.e. the kind of discourse ranging from arguments, lyric poems, lists,
descriptions, anchorage used, descriptions etc. is important in order to catch the attention of the
customers. The theory suggests that an effective narration helps the customers to relate to the
product and identify with it (Stern, B., 1994). The theory suggests that the role of imparting the
advertising message is to communicate the information and then use the ad creativity in order to
enhance the whole endorser and audience relationship and communication. The story has to be
creative and thrilling as per the demands of the target audience in order to catch their attention
and suit their perspective (Smith, K.L., Moriarty, S., Kenney, K. and Barbatsis, G. eds., 2004).
Music
The brand hope to cast an edgy British villain in order to challenge their mainstays like
Mercedes-Benz and Porsche. The whole advertisement is seen to feature an ominous original
soundtrack. Most of the advertisement has an impactful and thrilling background music which
placed an emphasis on the advertisement. According to Ang (2007), in order to be highly
effective, the advert must be meaningful and music is one of the component that can provide the
advert to connect with the audiences. The message was highly relevant to the brand and its
anchorage and was conveyed in the most coherent manner by using villainous actors from
Britain. Further the thrilling music added to the enhancement of the ad comprehension and the
attitude towards the brand and the whole advertisement. As per the Ang (2007) model, in order
for the ad to be considered highly creative, it should contain three dimensions namely, novelty,

meaningfulness, and connectedness. The meaningful ad was seen to elicit higher amount of ad
recall and larger extent of upbeat feelings.
According to Lantos (2012), the use of music in the advertisement is seen to add value to the
commercial and helps in achieving advertising objectives so as long and not distracting the
listeners from the message imparted by the commercial. The study maintains the fact that music
is seen to ideally cognitively communicate the brand image or the brand message. Similarly in
this advertisement, the music is seen to complement the attention in order to make the
advertisement look more noticeable, understandable and viewable. The thrilling and exhilarating
music of fast car chases is seen to enhance the emotional response and enjoyment. The music in
whole advert was seen to induce a positive mood among the target audience and helps in forging
positive associations among the well-loved tunes and brands. Various studies have proved an
associated between the brands and the well-loved music tunes using the classic conditioning
process. This way the key messages are enhanced and the intention and likelihood of buying the
product is influenced.
Gender
The late sociologist Erving Goffman applied the code of gender while analysing and comparing
the advertising to the commercial landscape and led to shaping of masculinity and femininity.
Goffman derived some of the code which could be used for identification of the gender and
portrayal of men and women in advertising (Jhally, S., 2011)
The same was presented by UMass Communication professor Sut Jhally who claimed that the
gender ideas were resultant of the ritualized cultural performance and led to uncovering the
pattern of feminine and masculine poses and particular displays. According to them, advertising
is not only the medium of selling products but it was beyond analysing the genders focusing

primarily on the biological differences and the objectification of genders in order to provide a
clear presentation of two-tiered terrain of power relations and identity. In this particular advert,
three villain like handsome men are presented who are symbolising the idea of masculinity
relating it to confidence, control, power, independence, intimidation and activity. These actors
are seen to embody masculine postures either by standing or while riding the car with their firm
facial expressions. The way these actors were dressed and positioned represented the power and
aura of the masculine gender. They are presented with a direct, prepared and assertive gaze and
in a very upright position. Tom Hiddleston is seen to drink his tea, looking out at the viewer in
utmost poise signifying the power and confidence. Therefore, the advertisement was seen to
promote the masculinity of the Brit villains. The whole advertisement scenario was seen to
confront to the stereotypes making them present themselves as independent and as the one who
takes initiatives. The whole concept of the advertisement to pretend to be highly powerful and
confident was seen to reflect their bravery, ability to think rationally, strength and perfection.
(Coltrane, S. and Messineo, M., 2000).
Reflection
The advertisement presented to me was Jaguar’s “It’s good to be bad” featuring Tom Hiddleston,
Ben Kingsley and Mark Strong. In order to critically review a brand of such league, I had to go
through an essential amount of skills, tools, concepts and various literatures for implementing a
strong base for this evaluation. I had to elaborate on the various marketing mix and integrated
marketing communications to present my paper in a professional manner. Therefore, I tried to
gain in depth knowledge of the marketing communication, celebrity endorsements, narration, use
of music and tempo etc. This helped me in generating basic idea related to the marketing
communications and the advertisement presented to me. In order to perform my paper with

advancement and skills, I had to make my analysis and thoughts look focused. The whole paper
presented me with new developing research analysis. The development of the evaluation was a
gradual process as it required me to be equipped with a set of expertise and skills for their own
workings. I began by bringing out the research on the set of reading material, literatures and then
developed it further by implementing my studies and knowledge to the advertisement presented
to me. In order to develop the research and evaluation further, I collected the data of similar sorts
together by collecting and gathering the important and necessary information which were
imperative to be studied for further development.
During the whole course I found that the marketing communications is highly critical in the
fiercely competitive advertising world and the contemporary ideas and practices have seized to
lure and attract the target audience. The wise selection of celebrity, the narrative style, music and
tempo selection along with the gender stereotypes that are impacting the advertisements that are
being made these days. As a student, I can know take the advantages of such factors while going
through or critically analysing the advertisement. The whole knowledge and study will help me
in planning, designing and even understanding the various facets of advertisement.
With the help of this evaluation, I am highly aware of the changes in the advertising techniques
in today’s world and now it is clear to me that with the evolving technology the choices and
preferences of the customers are also changing. Therefore there is a need to advertise and present
the product and service in a manner that allures them.
This project work has made me more aware than ever in the field of marketing communications
and advertising tools for supporting the instructions on my own development. This heightened

awareness that I have experienced is directly associated with the amount and richness of the
valuable marketing strategies in the advertising field.

References
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