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Comparing and contrasting advertisements
Comparison of advertisements
Comparing and contrasting advertisements
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When we’re flipping through a Cosmopolitan magazine, we often times don’t stop to observe advertisements. Some might catch our eye at first glance and some we may hardly recognize. Dove and Olay chose certain colors, repetition, sayings, size, lines and strategies when they developed their advertisements for body wash. Both companies have good and bad things about the advertisements they had published in the magazine that is aimed towards young adults. The two ad’s might make one feel completely different, while they both serve the same purpose.
In the Dove advertisement, the pastel colors that were chosen might make a consumer feel a sense of cleanliness and rejuvenation. However, the colors in the Olay ad might make a consumer feel refreshed, soothed and clean. One chose dull colors that dominate the ad, while the other chose cooling colors in the background with white being the dominate color. Often times, our eyes attract more to colors then just a plain color like black or white. A company who uses more vibrant colors then just a plain color in their advertisement might sell more products then the competing company. Adding more colors to their advertisements could have been a good choice from the consumer’s point of view.
Fresh flowers and fruit is a repetition that was placed around the Dove product bottle, along with the splash image of body wash and water. A repetition that was chosen for Olay was basic bottles floating in water, while their product appears to be rising from the water. Dove’s repetition of fruit and flowers gives one the impression that their product smells fresh. Dominance is a repetition Olay chose when creating their advertisement. Their product rising above the basic bottles that represent lead...
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Advertisements are something consumers see on a daily basis. Colors are picked for a reason, whether it is to catch an eye or make one feel a certain emotion. Dominance and refreshing is a repetition feeling the consumer might feel when looking at both advertisements. Sayings might compare and contrast, or make a consumer think that the product does a number of things. Sizing of items on an advertisement is what could first attract a consumer to look at the ad. The use of lines shows movement, which is what both companies chose to place on their advertisements’. Trust, Commitment and Emotion are strategic goals these companies have developed during the creation of the body wash advertisements. Dove and Olay have excellent Cosmopolitan advertisements of the same product, which in my opinion as a consumer; give the impression of two different feelings.
A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Appeal is the key to the car of spending. Advertisers know, to be successful, they must be able to quickly grab an audience’s attention and promptly make their point to keep it. A good advertisement must also contain all three of Aristotle’s appeals; pathos, ethos and logos, in order to convey a message to the masses. The visual appeal that is given from the Crest Complete with Scope ad is a prime example of how the Procter and Gamble (P&G) Company market their products to a generation that in fast-paced and easily distractible.
The advertisement being analyzed is an Old Spice commercial that was played on TV stations in the year 2010. The ad is designed appropriately for the advancement of the use of Old Spice body wash by men. It is a question ad that acknowledges the need for men not only to look good, but also smell sweet in an appealing way for ladies. Human hygiene has been a critical subject in civilization. In the 18th-century men were not keen on their grooming since it was believed that a man had to go out of his way to fend for his family. Most times men did not take it upon themselves to smell nice, but this perception has changed. The contemporary man has to mind his scent and the advertisement on Old Spice attempts to attract men into embracing the fragrance of their body wash. .
Analysis of an Advertisement We live in a fast-paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audiences openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement, you must use their product.
We here at More feel it is time to change the representation of older women in the world of advertising, starting first with our own publication. In order to find answers to the problem of women over 40 lacking a voice and presence in magazine advertisements, we have enlisted the help of several advertising agencies. Each company was asked to devise a unique plan of action to better included mature women in our ads. The following three advertising agencies—GSD&M, Kaplan Thaler, and Dimassimo—have been selected because their individual approaches to our dilemmas were most successful in their accurate portrayal of older women. So read on and discover how these creative advertisers were able to not only solve our advertising problem, but also how they were able to expand and diversify our world of advertising by including people that look and think like you.
Pantene and Neutrogena both use Pathos in their ads to impel an emotional reaction to attract the consumer into purchasing their product. In the advertisement for Pantene; we see that it appeals to women as it tries to use any insecurities women may have about their hair in order to offer them the product to help them build their confidence and make them feel beautiful. The main focus of this ad is Selena Gomez confidence and her shiny, strong, and smooth hair. As a result, it gives the consumer the desire to have healthy, shiny hair like Selena. Therefore, it makes the consumer subconsciously think about whether the Pantene shampoo will make their hair look as good as hers. Simultaneously, in the advertisement for Neutrogena, we see that it appeals
All these stages are simple, but extremely effective. Any advertisement that you hear on the radio or see on the TV is using classical conditioning to make you change your behavior and go and buy their product. Cola, pizzas, cars, and even toilet paper commercials are no exception. Advertisements are made with this psychological principal, using objects or certain types of people to generate an emotion to dig deep into your mind and your pocket book. Today we will take a walk through the history of advertising and look at how commercials for beauty products have evolved with the
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
Advertising has became a race, a race of passing information to customers in order to change their buying decisions. Because of that, it is difficult to keep the content of an advertisement true to the fact. Facts or benefits of a product are often exaggerated in modern advertisements. Brands create these new images of the product to expand the role of their actual service.
As of the modern day, advertising is everywhere; it is on our televisions, we hear it on the radio and we see it on cars and trucks. Advertising can take many forms, one of which is propaganda. Propaganda techniques are useful in persuasion and drawing people to a certain cause, but mostly we hear of propaganda being used in times of war. However, the Dove’s Real Beauty campaign is a modern day example of propaganda that uses many known techniques of persuasion. This campaign is very prevalent in today’s society because it targets body image among women; more specifically, the campaign aims to positively change how women view themselves.
Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
Creating a creative advertisement that stands out from the crowd is essential for any company’s growth. A common communication strategy is for companies to break through competitive clutter in order to shape consumers attitude and intentions. A creative ad is able to catch the attention of onlookers with the added wow factor. Interest in an ad is influenced by surprise, information and benefits. Comforts fabric softener ad (See appendix 1), is a great example of this as the ad displays a perfect visual for their product with an added touch of humor to draw potential customers attention to the ad. Their ad clearly conveys the message of their product without the need of a