Unlocking Word Meanings
Read the following words/expressions found in today’s article.
- altered / ˈɔl tərd / (adj) – changed
It’s common for studios to release altered versions of their movies in other countries to suit different cultures.
- patronize / ˈpeɪ trəˌnaɪz / (v) – to buy from or support something
Many students patronize the bubble tea shop near the university because of its delicious and affordable drinks.
- advocacy / ˈæd və kə si / (n) – the act of supporting a certain goal or movement
In line with its advocacy, the organization is raising more funds to send underprivileged children to school.
- appealing / əˈpi lɪŋ / (adj) – likeable or attractive
People who like to travel find easy-to-carry suitcases appealing.
- cut ties with (someone/something) / kʌt taɪs wɪθ / (idiom) – to end a relationship or partnership with someone or something
The vocalist cut ties with his band to produce a solo album.
Read the text below.
Olay, a top beauty and skincare label from Procter & Gamble, announced that it would stop retouching models’ skin in its advertisements in the United States and Canada.
In line with the growing trend of promoting positive body image in the beauty and skincare industry, Olay will launch a campaign called “Skin Promise.” By 2021, Olay will put a “Skin Promise” mark on all of its ads. This mark will indicate that the skin of the model featured in the ad has not been digitally altered.
Olay said a move by CVS Pharmacy inspired the initiative. In 2018, the American health care retail chain promised that it would avoid using edited photos in its store posters.
Olay cited a study that shows 40% of women in the United States believe ads depict unrealistic beauty standards. Campaigns like “Skin Promise” are part of Olay’s attempt to cater to changing consumer preferences. In recent years, there have been many consumers who tend to patronize brands with certain social advocacies.
The communications leader of Olay revealed that the company tested the no-retouch strategy on their recent Super Bowl ad for a refillable moisturizer. The packaging of the product was also made to be appealing to environmentally conscious customers. The company reported that the featured moisturizer sold out within a month.
Olay said that the campaign can also apply to its social media content. According to the company, it is willing to cut ties with partner influencers who are not willing to comply with its new standards.
Enjoy a discussion with your tutor.
• Do you think that Olay’s new campaign is an effective marketing strategy? Why or why not?
• Aside from a possible sales increase, what do you think will be other benefits of this new campaign (e.g. better company image, happier customers)?
• Based on your observation, what product promotion strategies are becoming more common in recent years (e.g. hiring social media influencers)? Discuss.
• Do you think these strategies are effective? Why or why not?