Institution: Brand values

1) To begin, we will look at Tumblr, the popular microblogging and social networking website founded by David Karp in 2007, and owned by Yahoo! since 2013. This source of social media enables users to post multimedia and other content to a blog that they have made. Their brand values would be about lifestyle, quality, fun, community and boldness. Tumblr fits into almost all of dyer's lines of appeal through its content but most arguably it consists of mainly rich, luxurious lifestyles, dreams and fantasy, art, culture, history and beautiful women. As there are so many lines of appeal, you can argue that Tumblr is attempting to appeal to the largest demographic possible, similar to most social media platforms.

Tumblr is about self expression and quality content.

Creativity.

2) Next, we will look at American Apparel which is an American clothing manufacturer, designer, marketer and retailer based in Los Angeles, California. American Apparel fits into dreams and fantasy, beautiful women, self-importance and pride. Their use of beautiful women is especially significant as the company has long relied on sex as a key selling point. According to Tom Reichert, "As long as people desire to be attractive to others, and as long as people desire romance, intimacy, and love, and all the wonderful feelings they involve, advertisers can show how their products help meet those needs and desires. Whether we like it or not, products play a role in society’s intimacy equation."

American Apparel is all about high quality products.

Stylish.

3) Now we will move onto IAMS, a popular brand name for dog food and cat food manufactured by Spectrum Brands in Europe and Mars, Inc worldwide. IAMS was founded in 1946, in Dayton, Ohio, United States. IAMS fits into happy families - everyone wants to belong and childhood. I believe this because a large selection of their adverts use families, specifically children. This could be used to evoke either nostalgia or nurturing instincts. Also, perhaps they fit into rich, luxurious lifestyles because pets are a luxury so they may be inspiring people to want a lifestyle that includes pets because in their adverts, the animals are shown in a positive light.

IAMS is about having the best food available to your pets.

Nurture.

4) To continue, Dominos is an American pizza restaurant chain and international franchise pizza delivery corporation. Dominos fits into comedy & humour  as many of their adverts are designed with content to make us laugh. This could of intentionally been used to allow the audience to see that their brand values are about fun. Also, almost all their content uses vibrant and pleasant photos of their pizza perhaps to let us see that another brand value of theirs is also quality.

Dominos is about having fun and enjoying their products.

Enjoyment.

5) Lastly, is a very well known British multinational grocery and general merchandise retailer known as Tesco. Through Tesco's advertising, we can see that they focus predominantly on their 'low prices' and 'high quality products'. Although most of their adverts are many minimalistic and don't use people at all, some of their video adverts use families which suggest Tesco fits into happy families. Also, almost all their adverts use humour to show us one of their brand values is having fun. From this, we can argue that they also fit into the comedy and humour line of appeal.

Tesco is about good quality foods and low prices.

Affordable.