Advertisements
Advertisements are everywhere. Whether it is a magazine, billboard, television or radio, ads attempt to catch people’s eyes from all over. An advertisement uses many different aspects in order to entice its possible consumers. In a commercial for Thermasilk hair products, the product craved attention; therefore the advertiser used a popular song to hook the viewers. The ad continues on with its temptations to reel in consumers by expressing a well-known desire of many women: to have the perfect head of hair. Today, not many people are satisfied with what they have, therefore they strive for what they do not already obtain. The ad pledges to viewers that by using Thermasilk products, they must not just “Blow DRY” their hair, instead they should “Blow Beautiful.” The ad emphasizes that Thermasilk products will improve the hair’s beauty. Looking good in today’s world is an important aspect that includes hair in its approach to superior fashion. The advertiser uses popular music and an appealing saying in order to interest women who want the hair they do not have. With style and emotional appeals, including the need for attention, for prominence and the need to achieve, this Thermasilk ad lures in viewers in the attempt to stimulate feelings in their minds.
In “Advertising’s Fifteen Basic Appeals,” by Jib Fowels, he relies on style to add to the emotional appeals that illustrate advertisements. The advertiser used a stylistic approach to increase the attention the ad receives. As a means to support his use of style along with emotional appeals, Fowels states, “[r]oughly fifteen percent of all advertisements incorporate a celebrity, almost always from the fields of entertainment or sports.” This other grouping of...
... middle of paper ...
...and helps guide them towards their desired status.
Fowels believes “[a]s time has gone by, buyers have become stoutly resistant to advertisements.” In order to surpass this skepticism of advertisements, it is an advertiser’s responsibility to renew that belief to increase the awareness of ads. This Thermasilk advertisement invokes feelings of recognition, importance and persistence in their viewers in order to captivate their audience. In attracting their audience, the ad also attempts to slip a memory of the advertisement into their minds and noticeably attracts people who are not completely satisfied with their looks and image.
Works Cited:
Fowels, Jib. “Advertising’s Fifteen Basic Appeals.” Common Culture: Reading and
Writing About American Pop Culture. Ed. Michael Petracca and Madeline Sorapure. 4th ed. New Jersey: Pearson/Prentice Hall, 1993. 78-96.
the USA: Readings on Popular Culture for Writers. Ed. Sonia Maasik and Jack Solomon. Boston: Bedford/St. Martin’s, 2011. 296-304. Print.
Advertising is a form of communication involving selling a product to modify the behavior of the buyer into buying the product. In the essay, “Advertising’s fifteenth appeals”, Fowles explains how advertisers see the readers through the magazines and the appeals they use to influence the readers. Magazines target the audience as meant to satisfy their desires for love, attention, or the feeling to be secured and safe. For example, Cosmopolitan magazine sees the readers as flawed individuals who should change themselves to be accepted by others. Most of the appeals used to influence those audiences are “the need of escape”, “attention” and “the need to satisfy curiosity”.
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.
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.
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
The Levin Institute - The State University of New York. "Pop Culture." Globalization101. The Levin Institute - The State University of New York, 2014. Web. 18 Apr. 2014.
Pop culture in the 1950s and 1960s began to spread and infest the nation from front to back through radio shows, books and magazines, television programs, and even motion pictures. Whether it is culture in terms of political affairs, clothing or the latest musical sensations, the United States has always played the dominant role when it came to who knows what is best, first. Some cases of Americanizati...
Epstein, Dan. 20th Century Pop Culture: The Early Years to 1949. Philadelphia: Chelsea House Publishers, 2001. Print.
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
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)
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.
Popular Culture. Ed. John Woodward, Farmington Hills, MI: Thompson Gale, 2005. 138-140.
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.
Penny, Eschen M. "Globalizing Popular Culture in the "American Century" and Beyond." Academic Search Complete. OAH Magazine of History, 1 July 2006. Web. 20 Apr. 2014.
Advertising has influenced teenagers in a profound way. The influence of advertising has affected teenagers in a way they are persistently exposed by means of television programs, articles in magazines, product endorsement ads, and through the internet. Although teenagers are excessively exposed, how they perceive and process advertisements ultimately determines how they are influenced. With that said, the perception towards advertisements can be amalgamated between reality and fantasy, which evidently has both negative and positive impacts. Advertisers strategically capitalize on what is trending in youth culture which makes teenagers most pervasive to wanting to fit in. The societal culture in advertising plays a crucial role in the way teenagers