Klm Skyway Ads

Decent Essays
The KLM Royal Dutch Airlines ad from 1952 published by the New Yorker shows two tourists being wheeled around by an Asian worker in the "Far East" ("Ad Access"). Surrounding them are drawings of Asian objects, architecture, and people. A paragraph lists the opportunities that the consumer can experience. The airline boast about their "smooth KLM skyway," which will get travelers from point a to point b in "no time," and the various destinations they offer anywhere from Europe to the Far East ("Ad Access"). If the consumers decide to linger in these destinations they will not be charged any extra fare. A superficial interpretation of the KLM Royal Dutch Airlines ad would point out that they will service their financially conscious consumers like royalty and take them too many exotic places. Less obvious is the way they reinforce racial and ethnic stereotypes by how they depict Asian people. A huge discrepancy exists amongst all the people depicted. KLM Royal Dutch Airlines ad perpetuates the divide between the”Others” (Asians) and the middle class white Americans. True to the social attitudes of the …show more content…
Its reputation contributes to how the consumer thinks and reacts when they see the ad. The logo is KLM with a crown above the letters and sprouting wings on each side which gives off a sense of status and luxury. The focal image of the ad shows a wealthy, seemingly white couple being wheeled by a darker shirtless person wearing a straw hat. One can assume that this person wheeling the couple around is from the Far East. A typical white American consumer looking at this ad will feel as if they will be treated like royalty. KLM Royal Dutch Airlines gives off an impression that potentially choosing them will place the consumer on a pedestal and bring them to wherever their hearts

Related Documents

  • Decent Essays

    Tourism American Identity

    • 825 Words
    • 4 Pages

    In this study, you will see you will see the connection between tourism and America identity and how promoters encourage white consumers to consume the nations in geographic. The slogan, “See America First, the first conference was in 1904. It was used in promoting Americans to become better citizens and to make them knowable and help their ignorance, and aware of the history in the country. The public space became the market place from republic citizen to patriotic Americans., In 1880-1940’s a large culture experienced, conversations were about national identity, which would help the social economic, political connections with the people and their culture. Tourism: A modern American National identity.…

    • 825 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Jetblue Case Study

    • 1114 Words
    • 5 Pages

    This credit is redeemed not only for free miles of flight, it includes rewards such as flight upgrades, vacation packages, car rentals, hotel stays and other retail products. This credit is also a form of customer acquisition as it appeals to new customers and customers of other airlines companies if they are frequent fliers; it is also a form of customer retention and profitability which will be touched on later. One of the customer acquisition strategies of JetBlue is that it is New York’s Hometown airline and has targeted New Yorkers when T5, JetBlue opened their state-of-the-art terminal at New York’s JFK airport on October 22, 2008. The terminal has promised to be "the latest and greatest in airport experiences". T5 offers free Wi-Fi, 24 food and beverage outlets and 27 retail shops.…

    • 1114 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    With Americans, populism means sharing the wealth amongst everyone and not being above everyone, but elitism means that people desire to be the most powerful and successful compared to the rest. The reason why these two fit along with the American dream and why they are a paradox is because everyone wants to share the wealth, but at the same time everyone wants to be better than the rest of the Americans. The Audi campaign utilizes images of both populism and…

    • 1360 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    The feeling of not being able to do anything completely demoralizes her as her self esteem widdles down. Low-self esteem is only one effect of the adversity racism, another predicament that stems from racism is poverty. Angelou appears baffled by the discrepancy of the value for money: “I couldn’t understand whites and where they got the right to spend money so lavishly. Of course, I knew God was white too”(...). The diction choice of “right” implies that white people have an entitlement to spend money lavishly, as if it was a law that allowed them to.…

    • 895 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    The scene addresses more than just money. It also addresses why whites want to keep blacks at the bottom of society. Mr. Kimbro remarks that the sample paint is "as white as George Washington 's Sunday go-to-meetin ' wig and as sound as the almighty dollar" (Ellison 202). This simile seems only as if it is representing how patriotic it is to buy Liberty paints optic white paint but under it all it represents much more. Kimbro is comparing white paint to a white, rich founding father suggesting that many Americans are white rich and part of high society.…

    • 1132 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    . Khatri (2006) agreed that the latest promotion strategy to attract the buyers is the celebrity endorsement. McCracken (1989) stated that celebrity endorses characterized an effectives way of transferring meaning to brands. The common conviction of the marketers is that there is a significant and huge impact of those advertisements, which are endorsed by the famous celebrities comparably with the non-endorsed…

    • 1421 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    He used this pessimism of the American Dream as a backdrop for The Great Gatsby. Fitzgerald provides a negative view to the American Dream which matches how it is in the real world: the upper class stays in the upper class and the lower class stays in the lower class no matter how much wealth may be obtained. Class is not only determined by wealth but by manners, intelligence and hard work. His conclusion about this determination of the social class and the unattainable American Dream is unsettling yet…

    • 1390 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    He immediately changes his character and name with no regret to get closer to wealth and status. Fitzgerald uses the pure innocence of Gatsby’s desires to show the radiant quality of “The American Dream” that many Americans of the 1920’s shared. Gatsby obtains the wealth that he wanted so greatly to the point where “everybody had seen” his “cream color, bright, (and) swollen” car filled with “triumphant… boxes” (Fitzgerald 64). Gatsby’s car was the very definition of wealth at the time. The car is very well known and famous for being the epitome of luxury and status.…

    • 1017 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    This can help us work injunction with these businesses so both the airline and the hotel, bed and breakfast, museum, or whatever it may be, can both make a profit. PRODUCT POSITIONING/DIFFERENTIATION The positioning goal for the company combination of JetBlue and Disney World, is to provide the best quality for their customers, and reasonable price for families to travel compared to other airlines and family destinations. With the Introduction of this product in the market, JetBlue and Disney will be able to separate themselves from the competition. Giving Families a new way to travel and combing the flight with the hotel for one price, it will provide for great family experience with little planning necessary from the…

    • 272 Words
    • 2 Pages
    Decent Essays
  • Decent Essays

    Get a millionaire and billionaire mindset from real professionals such as Mark Zuckerberg, Warren Buffett, Oprah Winfrey, Indra Nooyi, Jeff Bezos, and Elon Musk - people who you love and respect, and who have a lot of money! Do not be afraid of becoming a millionaire or billionaire, since most people are, by opening your mind to the possibilities. The road to success for you to travel is here in this book, just pack your bags and embark on this wonderful journey! Forget everything you were taught in school and by society and reach for the pot of gold at the end of the wealthy rainbow. This book is only the beginning for manifesting that pot of gold in real life.…

    • 1076 Words
    • 5 Pages
    Decent Essays