We have all experienced that strange and wonderful state of mind that exists somewhere between being fully aware and being asleep. It is the place where grown-ups become kids again, where kids dream of the future, and where we can experience whatever our imagination can conjure up. The lifestyles that many of us lead leave too little time to let our minds wander there, but Jose Cuervo wants to change that. Cuervo’s “Pursue Your Daydreams” print advertisement presents viewers with a laid back but direct reminder that fun, love and moments to cherish are all within our reach, as long as a bottle of Jose Cuervo Especial Tequila is by our side. This paper will focus on a critique of the Cuervo Tequila advertisement and argue that, based on …show more content…
More specifically, chapter 7 focuses on the relationship between consumption and seduction. Seduction still serves as a powerful tool today in the advertising world. Taking a look at some ideas found in the past will allow us to understand why this advertisement decided to feature a woman, rather than just the bottle of alcohol and the impact that women in ads has had on consumption throughout time. Ewen explained, “Even women well into their motherhood were assured by advertisers that they might maintain the kind of youthful beauty that would guarantee social security” (Ewen, 2001, p. 180). What Ewen is saying and why it is relatable to the Cuervo ad is the woman portrayed in this advertisement will send the message of “social security” to other women viewing the ad. Through her beauty and our understanding of advertising’s past, the advertisement does an excellent job of appealing to women’s inner conscious thoughts in order to sell the product. Jose Cuervo can provide them with the social security they need to live their lives. It will keep them forever young and beautiful, just like the woman in the ad seems to be. One last point that drives home my critique of the advertisement is the idea that, “The first duty of woman is to attract” (Ewen, 2001, p. 182). Although Ewen’s …show more content…
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Television has always been an industry whose profit has always been gained through ads. But in chapter 2 of Jason Mittell’s book, Television and American Culture, Mittell argues that the rise of the profit-driven advertising television model can be traced back through American television history, and that the rise of the profit-driven advertising model of television actually helped to mold American culture both from a historical standpoint and from a social standpoint.
Advertising (marketing) in America is long past its zenith. There may have been a time when people actually paid attention to all of the flash, the glitz, and the hype, but most consumers (especially those in Generation X) are savvy and somewhat skeptical. The public is less impressed and views these types of marketing attempts as desperate, and even pathetic. Marlboro Friday (977) may stand out as a monumental day in the minds of advertisers, but there is another moment that stands out in the minds of consumers; the night a woman disrobed during half-time show at the Super Bowl. It was as if time stood still as a nation witnessed advertising shorn of its pretense. This one event exposed the true state of marketing in America. It seems every attempt to hoodwink and capture the attention of the population has already been tried; there is nowhere new to go. Stooping to nudity to try and capture the attention of the public confirms what the consumer already knows; it doesn’t matter how firms try and “clothe” their products; underneath they are all the same.
The advertisement's rich red coloring immediately strikes a viewer with exciting and salacious overtones. The red lettering, border, cigarette package, and swimsuit all emphasize social and physical pleasure. The other colors' absence only strengthens the red coloring's implications.
“Dior Addict” was in a comparatively formal font, whereas “Be Iconic” was in a casual hand-written type font. The slogan which placed on top took away roughly one-third of the whole screen. The position of “Dior Addict” was on top, which size was much bigger than “Be Iconic”, and “Be Iconic” was placed right below “Dior Addict.” Two contrasting fonts show how the “way” to be iconic. “Dior Addict” shows the elegance of the brand “Dior;” it associates Dior users are all elegant; “Be Iconic” makes the users stand out particularly from the other users. By seeing the slogan as a whole, “Dior Addict Be Iconic” is selling the idea of using Addict series perfume automatically makes the person unique. As Jack Solomon argues in his article “Master of Desire: The Culture of American Advertising,” saying “...[America’s great myth of equality] also lures us to achieve social distinction, to rise above the crowd and bask alone in the glory” (167). Equality has always been believed as one of the most essential qualities in order to build the America society in a piece, but advertisers also encourage individualism on the other extreme. Receivers are trapped in a paradox of going both North and South poles;
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
We live in a word shaped by a constant race for popularity and recognition between companies, where the ability to play with the hearts and minds of people is on the pole position. As Elen Lewisnoted, ‘You know a brand has made it when it is name-checked in popular culture.’ Thus, it is noticeable that companies face an external pressure from the competitors, which is why, they have to keep the name of their brand alive among their audiences. For instance, Johnnie Walker is the image of a striding man on the Scotch whisky, which has become a global leading producer. The Keep Walking campaign was awarded the Grand Prix, at the 2008 IPA Effectiveness Awards. Nevertheless, what made this campaign effective considering the increasingly sceptical framework in terms of advertising effectiveness? This essay attempts to assess the ‘Keep walking’ advertising campaign in terms of ideas, motivation, promotional techniques used, and to the extent possible, evaluate the effectiveness of the commercial on changing audiences’ attitudes toward the brand.
“Advertising Age.” Advertising age 75 years of ideas RSS. AdAge, 2005. Web. 3 Jan. 2014
Mierau, Christina B. Accept no substitutes!: the history of American advertising . Twenty-First Century Books, 2000.
During the 19th and 20th century, America –mostly white collar, middle class Americans- saw a great increase in salaries and a huge rise in mass production which paved the way for the modern American consumerism which we know today. The advertising scene saw a dramatic boost during that period and tried to latch on to this growing pool of emerging consumers. Although only limited to print, advertising during this pivotal period showed panache and reflected American society
In the world of advertising, there are various appeals that can be used to describe one’s advertisement. For example, Snickers commercials are known for incorporating some kind of celebrity such as Betty White or Robin Williams. When considering Reese’s, a large majority of their commercials do not even have a single human-being present in them. When having celebrities in the commercial, it can aid in grabbing the attention of the audience in order to persuade them to make a purchase of that particular product. Another tactic that Snickers uses is the need for affiliation. The need for affiliation plays into the relationships of one’s life, whether it be a friendship, courtship, or just feeling as though you are a part of a larger group in general (Fowles 78). The Snicker’s commercials usually convey someone that is not at their normal standard and in order to fit back into their r...
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
Just asover time media has shifted from an oral and written era, to the print revolution, electronic era,and the digital era. People especially my age, aren’t necessarily interested in going to things likethe ballet or reading hamlet. I don’t think that if you enjoy the things at the bottom of theSkyscraper that that means you don’t have “good taste”, or that you are not wealthy, oreducated. The things that are considered “high culture” are not things that only people of a richbackground can enjoy. In some cases, people may not be able to afford things like the ballet,but are still enjoy things that are considered “high” culture.Even today some of the high culture portions of the skyscraper are not acknowledged bypeople as much as they used to be. A good way to look at the culture of our society is throughpopular culture. The popular culture of our society offers insight into people lives such as,
The purpose of this essay is to firstly explain what John Fiske means by ‘popular culture lies not in the production of commodities so much as the productive use of industrial commodities’ (Fiske, J. 1990 p.28). Secondly this essay will go on to compare Fiske’s interpretation of popular culture to MacDonald’s theory of mass culture.
Like the pursuit of money, popularity and fame should not be synonymous with success. Monotonous advertisements that are ceaselessly presented to Americans have become imbedded into memory and habit,...