The press article entitled “ Flattery will get an Ad Nowhere” essential message was to convey to the readers that “flattering” the consumer, advertising beauty-enhancing products, has as adverse effect and makes the consumer feel less beautiful. The source of this article came from the journal article “The Self-Activation of Advertisement Ads can affect whether and How Consumers Think about the Self”. The journal article includes four studies. The first study deals with how the enhancing products within an advertising context may address people’s self-concept, translating into activation of the self (Trampe et al 2011). In the second study, it is hypothesized that viewing advertised enhancing products in an advertisement context also affects how consumers think about themselves (Trampe et al 2011). In study three, the role of self-activation is investigated as the unique factor associated with the effects of enhancing products in advertisements (Trampe et al 2011). The purpose of study four was to investigate the mediating part of appearance-related self-discrepancy initiation in creating the influence of enhancing products in advertisements on self-evaluations (Trampe et al 2011). For the purpose of analyzing this journal article, the primary focus will be on study two. Study two contains the most material that is directly related to the press article.
Before conducting the study, experimenter conducted a Pilot Test. The Pilot Test was conducted in order to determine what products would be used in the experiment. Because the experiment is rooted around attractiveness, experimenters needed to make sure that the products used were attractiveness-related products. Thirty-five students participated in the study for course credi...
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...hemselves higher or lower on the questionnaire depending on how anonymous the results will be. I’m sure none of the participants wanted it to get out that that they thought of themselves in certain ways.
Overall, I thought the experiment was well put together. It did display the correlation between advertised and unadvertised products as well as their correlation to self-evaluation. The experimenter conducted his study in such a way to have high internal validity. The press article portrays the journal articles findings pretty well. They put the key points in the article, while not degrading the quality of the journal article.
Works Cited
Trampe,D., Stapel, D.D., and Siero, F.W (2011). The self-activation effect of advertisement: ads can affect whether and how consumers think about the self. The Journal of Consumers Research. Doi:10.1086/657430
Overall, his claim that males respond best to simple, seemingly straight-forward advertisements was well thought out and supported through sufficient evidence. Gladwell successfully provided the proper amount of evidence supporting his claim and had he showed opposing views or views of the consumer it only would have added to an already successful paper. This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising.
The world we are living is a fast paced ruled by the media. We are surrounded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us every day. These images are constantly in our minds throughout our lives. Advertisements select audience openly and target them with their product. The advertisement is implied in order to be like the people in the advertisements you must use their product. This approach is not new to this generation, but widely used today. The advertisements grab people attention and persuade them with the appearance of beauty and happy women that looks sophisticated to people eyes.
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 see them in the subways, bus stops, magazines, and television, but what do they mean? How do they manage to catch our attention? Advertisements often find ways to sell their products by psychologically manipulating people. The advertising industry makes us envious of others and convinces us to be unhappy with what we have (Valko).
Models give a desirable appeal to the product being advertised which influences viewers to buy it: “When an attractive model is used, respondents have more favorable evaluations of both the advertisement and the product being advertised”(Joseph 1982). Models help promote products and the advertisements to be more favorable to a female audience. Advertisements use models to get a positive response from the audience. Females consistently compare themselves to beautiful models in advertisements: “The three motives for comparison include self-evaluation, self-enhancement, and self-improvement (Martin and Kennedy, 1994). Martin and Kennedy (1994) conducted a study that focused on female adolescents and their motive for comparing their physical attractiveness to that of models in advertising. Advertisements hone in on a woman's insecurities and uses that to get the audience hooked on the product and the advertisement. Female audiences want to have the traits models have that way they buy the products the models are promoting. Models prime all ages of women to desire the products in advertisements. The need for a beautiful appearance dicated the snap decisions people make. Furthermore, priming contributes to how people perceive others outside of
Makeup ads are debatably the most persuasive ads our society falls victim to on a daily basis. People, mainly women, love to read and hear that they have a chance to look ‘flawless’ or ‘perfect’. The Revlon Just Bitten Kissable ad is under extreme criticism during this essay because it was put together with weasel words, catchy sentences, and a pretty face. Who would not want to look like a celebrity, have amazing skin, and have the perfect kiss whenever they ware with their attractive partner? No one. That is exactly why ads, such as this Revlon lipstick ad, make their companies millions of dollars a year. Revlon has been one of the leading companies for makeup sales since 1931. With that being said, consumers have obviously been pleased with the results of Revlon products. Even though the products are credible and they have been satisfying customers for eighty-three years, they will not make anything about you ‘perfect’.
Comparing Advertisements For this comparison, I have chosen to compare two car adverts. The first The advert I chose was from the car magazine "Autocar" and this is an. advert for a Chrysler PT Cruiser. The second advert I chose was from the "Sunday Times" and this is for a Fiat Ulysse.
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
To sum up, it is often said that advertising is shaping women gender identity, and some have been argued that the statement is true, because of the higher amount of sexual references of women that advertisement show and the damages that occur on women’s personality and the public negative opinions of those women. As well, the negative effects that those kinds of advertisements cause to young generations and make them feel like they should simulate such things and are proud of what they are doing because famous actors are posting their pictures that way. Others deem this case as a personal freedom and absolutely unrelated to shaping women gender identity. On the contrast, they believe that, those sorts of advertisements are seriously teaching women how to stay healthy and be attractive, so they might have self-satisfaction after all.
In this age, media is more pervasive than ever, with people constantly processing some form of entertainment, advertisement or information. In each of these outlets there exists an idealized standard of beauty, statistically shown to effect the consumer’s reflection of themselves. The common portrayal of women’s bodies in the media has shown to have a negative impact on women and girls. As the audience sees these images, an expectation is made of what is normal. This norm does not correspond to the realistic average of the audience. Failing to achieve this isolates the individual, and is particularly psychologically harmful to women. Though men are also shown to also be effected negatively by low self-esteem from the media, there remains a gap as the value of appearance is seen of greater significance to women, with a booming cosmetic industry, majority of the fashion world, and the marketing of diet products and programs specifically targeting women.
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product