Exercise: Brand History
You selected one of the following food mega brands – all of which have existed and expanded for nearly/more than a century: McDonalds, Tyson, Cargill, Pepsi, Coca-Cola, Chiquita, Dean Foods/Dairy, Kraft/Nabisco, Kellogg, Pillsbury – and almost all of which feature in the reading assigned for this week, Sugar, Salt, Fat by Michael Moss.
Do a quick search on your Mega Brand using the Campus Library Collections and Google.
- Using the Campus Library Catalog (make sure to select "Subject" as your filter and "All I-Share libraries"), do a search for your brand (you can type in the brand name) and identify 2-3 useful texts that you could use to get a closer read on your Brand History. List these texts (with title, author, and date of publication) in Part A of this assignment.
- For Part B: Find 3-4 ads and commercials (at this stage, using Google Search and Wikipedia here is fine) that span and represent the history of your mega-brand. For each of your selections, write 1 paragraph summarizing what you find interesting about it – and why you selected it as a representative ad for your Mega brand. What does each of your selections tell you about what message your brand emphasized for audiences? Who its audience had been at the time? And what the interests and concerns of consumers were at the time?
- For Part C: Choose 1 of the following actors introduced in Moss’ chapters: Julie Mennella, Howard Moskowitz, Betty Dickinson, and Jean Mayer. Compose 1 paragraph explaining how you think s/he would react to the ads you selected, and the company trajectory they represent.
Post the text for Part A and your paragraph responses for Parts B and C to our Scalar class site. Make sure to include a link to the image of your ad selections for Part B. (no need to worry about posting images to the site just yet). And: post your response to the class site by SUNDAY, March 30th at 5P.
To add a page: Click the "New" button below, title your post as indicated below, add or copy/paste the text of your essay, and click the "Save" button.
* note: do title your Assignment Post using this format: Title of the Exercise_Your First Name. ie. "ExerciseBrandHistory_Anita"
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