School of Business and Management
MT359 Advertising in the 21st Century
Author: Rachel Page
Professor: Dr. Lee
Date: June 21, 2011
In this paper, we have been asked to explain why we chose the business we did for the commercial that we will be producing for the final unit. My hometown, Meriden, Connecticut, is known as the “Silver City Capital of the World” mostly due to its production silver and related items in the 1800s and 1900s. However, my advertisement goes a different route. My advertisement is for Meriden Pawn, a pawn shop that has been in business since 1995. “Traditionally, pawn shops provide customers money, in the form of a short-term loan or cash -- in exchange for goods. In the case of a loan, the collateral is generally held 60 to 120 days before it hits the floor if the loan is not repaid.” (http://tinyurl.com/6kxecxa) Pawnbroking is not a new practice, nor does it appeal to just one type of social class. Pawn loans have been traced back 3,000 to the days of Ancient China as well as during the early days of the Greek and Roman civilizations. “King Edward III of England is said to have frequented pawn stores in Europe. Queen Isabella is reported to have pawned her royal jewels to finance Christopher Columbus’ voyage to the New World.” (http://tinyurl.com/5t8xp8j).
Up until recently, however, the pawn shop has suffered the stereotype of being seedy in its appearance, location, and clientele. However, that stereotype is changing. “Today’s pawn stores are attractive, welcoming places to do business. Most of them are family-owned and operated stores that offer superb customer service. Although pawnbrokers are primarily small business owners, they can also be larger, publicly traded companies that help to add to the professional status of the industry.” (http://tinyurl.com/5t8xp8j).
“Today’s pawn store looks very different from the stereotypical portrayal seen in film and television....