Have you ever looked through a magazine, seen flyer, an advertisement etc... with a person being pictured and simply asked yourself WHY the model was used in the way that they were or why a person was used period? After gathering and categorizing my designs from multiple sources, I have come to a majority based on designs which incorporate the deliberate use of people for many particular reasons. My category focuses not only on the aspects of the use of models in designs but also of the underlying strategies and intentions designers use when directing their designs toward their audience as associated with the use of models
Through my collecting and gathering of designs for this project I have noticed that there are many underlying motives and intentions in designs that people don’t see at first glance. Many designs use models to convey an image of what the consumer or intended audience“should” reenact as a lifestyle or a certain way they “should” look. The reason why I used quotations on the word “should” is because there is no absolute definition of being beautiful, physically attractive or obtaining true happiness to one’s unique perspective on an individual level in society. Based on my vantage point of designs I believe I can speak for the majority that it does give a subconscious definition. To support my hypothesis it is very similar to the word association game (If a person says a single word what comes to your thoughts first, but in this case with an instant image). For instance “Breitling”, a watch company, in one of the designs I have collected John Travolta is the first thing you see even before the watch, reason being his face is well recognized and grabs the consumers attention almost immediately; A-lister , hig...
... middle of paper ...
...aturated colors towards the product giving it an outstanding and contrasting appearance. Another amazing factor I have concluded are the slogans that are displayed that grabs a slight motivation of reaching happiness or fulfillment of a higher quality of life or personal leisure as intended by the products like I have mentioned in the first paragraph. A good example would be this advertisement I have of L’OREAL’s Men expert anti-fatigue moisturizer. Right below the models face in bold capital letters it states “LOOK SHARP, NOT TIRED. ENOUGH SAID.” – Gerard Butler (Actor). One can easily tell that this message is direct and about the product.
All together I have come to a conclusion that models are used strategically to capture certain audiences of consumers to grab their interest in hope to purchasing or understanding the intended message to be interpreted.
This is a stereotype, which has been engraved into heads of men, women, and children. By plastering the world with models who seem to have it the genetic jackpot, Dove set out to discredit this cultural cast created by our society. Body image, to some people, is the first part of a person they notice. A study conducted by Janowsky and Pruis compared body image between younger and older women. They found that although older women “may not feel the same societal pressure as younger women to be thin and beautiful…some feel that they need to make themselves look as young as possible” (225). Since women are being faced with pressure to conform in ways that seem almost impossible, Jeffers came to the conclusion “they should create advertising that challenges conventional stereotypes of beauty” (34) after conducting various interviews with feminist scholars. The stance of Figure 1’s model screams confident. She is a voluptuous, curvy and beautiful women standing nearly butt-naked in an ad, plastered on billboards across the globe. Ultimately, she is telling women and girls everywhere that if I can be confident in my body, so can you. Jessica Hopper reveals, “some feel that the ads still rely too heavily on using sex to sell” (1). However, I feel as if these are just criticisms from others who are bitter. With the model’s hands placed assertively placed on her hips, her smile lights up the whole ad. She completely breaks the stereotype that in order to
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
The meaning of a picture results in different opinions from many viewers. These images, such as artwork and advertisement, have become a source of communication in this new age of society. The advertisement I chose was a Coach perfume advertisement, a popular brand marketed towards women. This advertisement has a combination of physical features: lighting, text, and camera angles. These provoke an emotional appeal received by pampering with the perfume and gathering a sensation of love and peace, causing the audience to buy this product. A woman is born a nurturing loving creature. The world can make a woman harsh and intimidating, but when wearing this perfume it brings out the natural essence and reminds women of their true power but also
There is a reason why people are always happy in the world of commercials. By associating positive feelings with the product, the a...
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
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
The Dove Campaign, beauty, Media portrays beauty as an unattainable wish, Women in Media (2008) describes how all models in media are enhanced physically with make-up and technologically with computers. Dove asks many women what they think beauty is to depict images of what children think real beauty is. The purpose was to verify to mothers, aunts, and sisters that in the eyes of siblings and children they are beautiful. The intended audience are women that think they need fake beauty to achieve impeccable beauty. Real beauty can mean only one thing, that is, that the person is not using anything to enhance their beauty in any way. Most women when they get older they ten...
The goal of an advertisement is simple: to convince an audience to think a certain way. Advertisers will use a variety of techniques to persuade the consumer to buy a product. One such technique is the “beautiful person” technique, which uses a stunning model to present a product to the audience, who believes that they too, could look beautiful if they had that particular product. This is common in media, as companies use celebrity endorsements and models all of the time. However, society’s view of “beauty” is a small, and unrealistic goal, which many people- especially women, try to achieve. The models that are considered “perfect” and “the standard of beauty” are in reality, photoshopped, tweaked and made over until they transform into the unrealistic goals plastered across almost every media platform. However, women...
When it comes to this article, the main objective that the authors, Qin Zhang, Stella Ting-Toomey, and John G. Oetzel, had was that they wanted to “to link emotion to the FNT and to examine the relationships of emotion with self-construal, face concerns, and conflict styles.” (Zhang, Toomey, & Oeztel, 2014, p. 374). They wanted to show that when it came to anger, guilt, and compassion, that those emotions brought out conflict in oneself, mostly in the United States and China. It is in the end the authors concluded that “Face concerns have direct and indirect effects on conflict styles and provided further validation of a key theoretical premise of the FNT framework” (Zhang, Toomey, & Oeztel, 2014, p. 389). That sometimes concerns on the self-image
Throughout history, we have proven time after time, that society has a natural inclination towards image obsessiveness and in more recent years seems to have become a greater factor in our everyday lives. We are constantly altering our persona as well as our physical features including what products we purchase. What is s...
Oxman, R. (1997). Design by re-representation: a model of visual reasoning in design. Design studies, 18, 329-347.
His research and publications address environmental thought, cultural inquiry, philosophy of art and culture, holistic well-being, and, applied philosophy and ethics. His book Fashion Myths: A Cultural Critique, discusses advertisements of fashion, and fashion-related goods from a philosophic-anthropological perspective within a contemporary cultural context. In other words, understanding the thoughts of consumers when watching advertisements and making purchases. Understanding the matter from an anthropological perspective, as well as from a design perspective, allows for insight into the matter through an interdisciplinary approach, aiding in understanding the situation from both sides: designer and
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
Desire the display should create an impression of desirable to the customer, promoting the product & its brand.
This brings us to the last, final idea of this discussion. The majority of the population seek fashion guidance from the latest top trending models. However, these models are portrayed in impractical body sizes, and vastly expensive clothing that are visible to the vast majority. As the public view these models, their perspective of beauty intermingle with these models, creating a veil of envy, shadowing the public eye. Many people assume that the only meaning of