With each new generation, society shifts and in the wake of a technological revolution, the changes become even more rapid. Change brings nostalgia, a longing for the way things used to be. In a worlds of texting and emojis, people place more emphasis on face to face conversation. Society clings to the past, to the feeling of home and deep roots instead of the rapidly changing future. Through the use of color, people, and text, Barilla Pasta claims that their pasta is loved by everyone, bringing them together as equals to connect on a personal level in a sophisticated and joyful manner. The Barilla Pasta ad is full page and is specifically for their rigatoni line of noodles. There are six adults sitting around a table, drinking white …show more content…
There are three male actors and three women. They are sitting in couples around the table. Farthest from the viewer is a euro-american couple, the man is wearing a wedding band, so the reader can assume this couple is married. The other men are not wearing rings and therefore the reader can conclude that the couple is newlywed and without children. This image plays to the consumers desire to be young, targeting buyers in the age range of mid-twenties to mid-forties. The couple to the left of them is an Asian woman and and African-American man, and to the right is an African-American woman and Latino man. The racial differences play into the message that Barilla Pasta is enjoyed by a wide range of people. It is important to point out that it is contradictory to Barilla’s message that all of the couples are heteronormative. All of the actors are nicely dress and smiling; they enjoy eachothers company. They are drinking wine, showing sophistication. The overall placement of the actors opens the scene to the audience. Each actor has one hand visible to the reader, giving them an open and natural body language. The placement of the people reaffirms Barilla Pasta’s message that their product makes the consumer feel young, sophisticated, and at …show more content…
Based on the age range of the audience, this ad is both a hit and a miss. From age ranges 35 to 45, the ad would be highly effective as it is this age range that would most likely still be reading magazines. This age range would cling to their youthful days of their early twenties. They would most empathize with the nostalgic sentiment of dinner parties, and thay are the most likely to agree with the sentiment that cell-phones corrupt communication. The younger end of the demographic are less likely to agree with the sentiment and societal statement that cell phones degrade the level of connection between people. From the ages 25 to 35, this group reads less magazines, so a whole segment Barilla’s target audience is missed. At the same time, most of the target audience will respond well to the greater societal themes of the ad, such as the warmth of home and friends, the joy of youth and conversation, and the feeling of being a welcomed guest to the greater table of a diversified
An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement
In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Companies, such as Wendy’s, hire advertisement companies to entice target audiences to their products. Wendy’s ad campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. By utilizing younger actors that used smartphones, making fun of older people that were handling retro dial phones, and targeting Americans by speaking about how their beef was made in America Wendy’s is going after the 14-40 aged demographics of Americans. Incorporating these methods of persuasion, in combination of targeting a demographic of Americans aged 14-40, Wendy’s is anticipating to attract new customers from this demographic to increase profitability.
The Ukita family is kneeling around a small table in a small room. The extent of the food they’ve purchased over the past week is arranged around this tiny living area. The space is somewhat cramped as they attempt to arrange themselves comfortably, and Mio Ukita, the eldest daughter of the family finds herself squeezed into the far right corner of the room next to a red tray of plastic wrapped cakes. A television no one’s thought to turn off blares brightly in the room as a processed food commercial beams to life and an actor holds out the heralded food item as if sternly urging the audience to simply reach out and take it. The screen is paused at this moment as it’s determined to be the perfect image to make the scene complete, and the Ukita’s youngest daughter, Maya, reaches out for a bag of her favorite potato chips. She clutches the bag to her chest as she maneuvers her way back to perch on a red cushion near her mother. Everyone looks up at something only they can see, and from that spot a bright light flashes, and a photograph is taken (D’Aluisio & Menzel, 2008, p.94).
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
commercial, magazines, books, and flyers to symbolize growth and sway viewers that life is well and full of great moments spent with anyone of their choosing. In today’s society, all different races are starting to come together and get along. For example “The purpose of this study is to analyze the portrayals of White children and African American, Hispanic, Native American and Asian (AHANA) children in television commercials in children’s programming. For the purposes of this study, skin tone and facial features were used as determinants of race” (Larson, 2002). At an early age, children were exposed to interracial relationships. Demott uses contrast by describing situations where people put up a front about interracial relationships being real while also giving their selves away. There are a lot of instances that reveal exactly what an advertisement or television show want its watchers to observe too. Behind much of the entertainments job, they do their best at getting into the viewer’s head to make them believe these can possibly be the life we
Bordo’s essay shows the way that women are constantly being bombarded with commercials. Advertisements portray the idea that you are what society envisions you being, if you don’t make a certain choice regarding to the kinds of food you eat, and the amount of food you eat. They say that if you don’t eat a certain kind of cereal, that you will be fat, or that you look unattractive eating that thick, burger, and instead, you should have some
People have the fundamental desire to maintain strong connections with others. Through logic and reasoning, Sherry states, “But what do we have, now that we have what we say we want, now that we have what technology makes easy?”(Turkle). Face to face conversations are now mundane because of the accessibility to interact at our fingertips, at free will through text, phone calls and social media. Belonging, the very essence of a relationship has now become trivial.
More people are utilizing different mediums, such as social networking, in order to speak out against the oppression and misrepresentation of women in social and professional environments. Pantene displays the hashtag “#ShineStrong” at the end of the commercial, which is a highly effective way of expanding the ad into other mediums of mass media. Through expansion, viewers will be more likely to not only talk about the effectiveness of Pantene’s ad, but also raise awareness about the issues surrounding women on their personal social networking pages. Pantene’s ad offers a message of empowerment to all women and encourages them to stop succumbing to the idea that male dominance is acceptable. By incorporating a greater purpose into the ad, it creates a “halo effect” on the brand. Companies do this in hopes that, if executed properly, the brand will be associated with a good message, giving them a greater appeal to buyers when compared with other brands. Aside from its empowering message, the ad also has comedic aspects, which makes it appealing to a wider range of viewers. To some degree, the ad is successful because it provides encouragement to women and creates a strong message; at the same time, the clip fails to advertise the actual
In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
Hershey’s and Quaker are two well established brands in the snack food world. The weight of their names carry a specific ethos; a persona that will influence the consumer to buy their product, as it is a name that the customer trusts. Two advertisements are analyzed, both found in a February 2007 edition of People magazine: Hershey’s Extra Dark Chocolate and Quaker True Delight print advertisements. The main connection between these two prints is rather apparent: they are both snack foods, and they contain dark chocolate. However, both prints, as they are introducing a new product line, paint a new image of their merchandise: this snack food is healthy, ergo this creation should be chosen over all other products. Hershey’s Extra Dark Chocolate utilizes a cause-and-effect strategy by outlining that consuming their dark chocolate will improve cardiovascular health, backed by the logic and ethos of a study performed by a well-known university. Quaker’s True Delights, however, emphasizes the fact that their product tastes fantastic and is low in calories, in addition to using their ethos of their brand. Ultimately, both products utilize their established persona to draw
Curry and Clarke’s article believe in a strategy called “visual literacy” which develops women and men’s roles in advertisements (1983: 365). Advertisements are considered a part of mass media and communications, which influence an audience and impact society as a whole. Audiences quickly begin to rely on messages sent through advertisements and can create ideologies of women and men. These messages not only are extremely persuasive, but they additionally are effective in product consumption in the media (Curry and Clarke 1983:
Often times, companies use a social group in society and turn them into objects to enhance the impact of their advertisement. A social group that is commonly targeted is women, as they are used to attract both men and their own gender to different products. In Burger King’s ‘Seven Incher’ burger advertisement, American woman are objectified. Burger King is attempting to reel in customers through standard appeals, diction, and images, but in turn is blatantly marginalizing women.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
Technology has changed every aspect in our lives; it changed our means of travel, interacting with people as well as food preparation! Wherever you look you can find a transportation device, when you go out you can find a car, a bus or even a plane flying over your house, almost everyone in the world uses one of these on a daily basis, whether he was going to the grocery store or work. The Internet, which was invented due to technology, helps us connect to people around the world in a matter of seconds. Connecting to people has never been e...