Amazon advertisement

Revise this essay using two or three outside sources.

What this means is you will take the existing paper and locate places in it where you could accentuate the argument by folding in content (ie quotation/analysis or paraphrased material) that would enhance the argument. If you select a paper where you already brought in some outside sources, you need to bring in at minimum one more source.

Create a Works Cited page at the end, listing the texts you used. In this Works Cited, you will also need to list your sources.


A significant portion of the grade will be demonstrating that you can do the following three actions: 1) quote and accurately cite in the writing itself where you got the quote from, 2) paraphrase and accurately cite in the writing itself where you got the content from, 3) document your sources accurately as a list at the end of the paper.


The Ingenious of Amazon

How do you encourage people to shop during a pandemic? The answer to the question depends on the strategy that a company uses to communicate with the consumers. The most important strategy that companies can use to interact with consumers is through advertising. Companies place advertisements strategically in places that their target customers can view frequently. In the current pandemic, most governments enforced lockdown measures that required people to stay in their homes. The move forced companies to increase their focus on advertising campaigns using TV and online platforms. Advertising is important to businesses and consumers. Businesses use advertisements aiming to increase sales by increasing demand for their products by customers. Consumers benefit from an advertisement by increasing their awareness of the existence and benefits of a product in the market. If advertising does not exist, consumers will not be aware that a good or service exists even if it is for their benefit. Most people are reducing expenditure in the current pandemic since they do not know how long the coronavirus will last. To encourage people to shop in their hibernation mode requires brilliant strategies that will incite customers to continue shopping.

The new advertisement dubbed “The Show Must Go On” aims to remind people to continue shopping during the pandemic. The holiday ad campaign features a seventeen-year-old French ballet dancer, Tais Vinolo. The short two minutes video clip with the crowing of the Vinolo as the star of the winter show while they were in a ballet class. She goes home excited, where her family celebrates her achievement. As she continues in her excitement, a voice in the background from the television announces the government’s measures after the outbreak of coronavirus. The announcement state that all schools across the country will close indefinitely by the end of the week due to the coronavirus (Amazon YouTube, 2). At first, the girl is discouraged, but she shakes the feeling off and continues to practice for her performance. She does not let the closure of schools and the lack of practicing space to stop her from practicing. Her ballet passion sees her practicing on the apartment’s stairs, at night in the rain, and on the streets. However, she loses her enthusiasm and motivation upon receiving a notification letter from the Academy School of Dance on the cancellation of her performance. She is discouraged and spends her time crying alone in her room and stops practicing. Her small sister intervenes and prints flyers to notify people of a coming ballet performance. Vinolo (the protagonist) accepts the opportunity and performs for her family and members of the community. She performs on the street on a snowy night. A male neighbor who seems to be the same age as she had purchased a torch earlier from Amazon, uses it for light and ensures the focus is on the performing girl. The protagonist gives an outstanding performance in the snow to the adoration of the audience. The audience cheers and claps for her when she finishes. The clip’s ending has a quote “The Show must go on” and an Amazon logo.

The current behemoth status of Amazon does not really show its humble beginnings in 1994. Jeff Bezos started the company from his garage and focused on selling books online. At the time, his main competitors were the brick and mortar companies. However, he had a competitive advantage since he was utilizing the internet. During its introduction, the internet was not very popular, and businesses were shy to migrate online. Bezos gained motivation and idea from a report he read concerning future forecast growth of the internet. The report predicted that web commerce would grow at an annual rate of 2,300% (Companies history, 3). Therefore, he listed several products that he could market online. Narrowed the list to a couple that he felt could succeed, such as books, videos, and software.  However, further market research indicated that the demand for books could be higher. Therefore, he started selling books due to their high global demand and a myriad of options available. Bezos borrowed the name from the Amazon River because it was the biggest in the world. His vision for the company was that it was to have a global presence like no other that existed. Currently, the company operates as an online retail store. The company has expanded from selling books to currently dealing in any good or service needed by the consumers. Navigating their website shows the numerous department that customers can shop from, such as electronics, computers, automotive, fashion, software, and others. Today, twenty-six years after it started, the company is among the top most valuable public organizations globally. The company’s valuation and extraordinary performance have seen Jeff Bezos become the richest person globally, with his current valuation approximately above two-hundred billion dollars. All this success started with a man with a vision and operating from a garage. Amazon is an example of the power of having good leadership for companies. Mr. Bezos is a visionary; he refused to back regardless of the discouragement he received. He stuck to his vision of exploiting the growth rate of the internet and its future application. Currently, almost more than half of the world population has access to the internet. The company gives people shopping convenience since people can purchase anything online from the comfort and privacy of their handheld devices such as smartphones and tablets.

The current pandemic has changed and challenged life as people knew it. Most of the companies changed their operations to accommodate the government’s directive to reduce the virus’s spread limiting cash transactions and partial closure of premises. This is where Amazon beats most business models since most of the stores are virtual. Currently, most of the shopping people are doing online, which favors Amazon. The ad looked to inspire people during the current pandemic and remind them of their togetherness. In the words of the company’s Vice President of Global Creative, “our holiday campaign is inspired by and pays tribute to, the unbeatable human spirit and the power of community that we have witnessed so often this year” (Day One Staff, 2). The advertisement was meant to inspire positive feelings in its customers and about the company. Currently, people need a message of hope and encouragement. The ad targets the unbeatable human spirit and the need for unity during these trying times. Right now, people are drawing strength from the community and their neighbors. The protagonist in the ad felt discouraged, but her neighbors took their time to encourage her through their participation as an audience. As the coronavirus continues to present challenges to people during this uncertain holiday period, the company’s ad encourages people to continue their unity and resilience throughout the year. The ad uses black characters and seems to be consistent with the current Black Lives Matter movement. In addition, the ad uses old and young characters as the audience to widen the target audience. The ad shows the value of communal resilience and the need for unity and inclusivity regardless of race.



Work Cited

amazon. The Show Must Go On. 2020, Accessed 5 Nov 2020.

Companies History. “Amazon.Com”. Companies History – The Biggest Companies In The World, Accessed 5 Nov 2020.

Day One Staff. “Amazon Celebrates The Human Spirit In Its 2020 Holiday Campaign”. US Day One Blog, 2020, Accessed 5 Nov 2020.

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