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...
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...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.
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.
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
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.
All product advertisements are formatted around the idea of making sure their product is noticeable to the public and available to be purchased. Such is the case with Sarah Michaels, a bath and body company. They have multiple ads that showoff their product as being the best. They claim that their product as being the best. They claim that their product is the perfect gift for someone. Or easier said, their product is the best out there. They also believe that this merchandise will increase friendships. With thoughts on their products, Sarah Michaels believes that this is the best choice for people to buy.
(Pool) points out that human beings tend to anthropomorphize objects. Brands use this tendency by personifying their products, some common examples being Michelin Man, Fido Dido and Mr. Peanut. This works due to people’s need to have more relationships, their inclination to personify so as to make more sense of the world around them, and to understand things that they don’t easily understand.
Leah Hardy (2010) argues that models in today’s magazines are no more than works of the digital retouching. Digital retouching is the use of computer program to remove unwanted impurities of the body, making a person look ideal. Digital retouching is sending a negative message to women because it sets up a false sense of what beauty is. It is impossible for women to look like a digital retouch models, because they are not real. In the film, Killing Us Softly 4 Jean Kilbourne argues that advertisement sends out the same type of message to women (Kilbourne, 2010). Kilbourne states “Advertisement tells women that what’s most important is how they look, an advertisement surround us with the image of ideal beauty. However, this flawlessness cannot be achieved. It’s a look that’s been created through airbrushing, cosmetics, and computer retouching ” (Kilbourne, 2010). Women are being told that in order to fit in society, they have to look a certain way, yet it is nearly impossible because the standard is too high.
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 audience 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. This is not a new approach, nor is it unique to this generation, but never has it been as widely used as it is today. There is an old saying 'a picture is worth a thousand words,' and what better way to tell someone about a product than with all one thousand words, that all fit on one page. Take for example this ad for Hennessy cognac found in Cosmopolitan, which is a high, priced French liquor. This ad is claiming in more ways than one that Hennessy is an upscale cognac and is 'appropriately complex' as well as high-class liquor. There are numerous subliminal connotations contingent to this statement.
Foster creates a logos appeal by providing strong reasoning and evidence to support her argument. Through her example about how Facebook advertisers are aware of their user’s insecurities about their body, thereby, increasing publication of advertisements in hope that users will undergo negative self-reflection and realize they do not conform to the mainstream ideal of thinness. Her examples also include research that she references from other scholarly authors. “For example it is no secret that exposing women to images of thin celebrities causes them to feel dissatisfied with their own appearances (Grade, Ward, & Hyde, 2008).” Foster’s second strong claim to her logos appeal by writing, that in spite of user’s insecurities, Facebook advertisers hope user’s will feel more dissatisfied with their body image and turn to the ads for a solut...
When most people look at an advertisement in a magazine or on the tv, or even just listen to them on the radio, they don't really think too deeply into what makes an ad effective. With my Nike running show ad. You can see how we used colors, appeals, and even some rule of thirds to attract people to buy our product.
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...
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
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
Oxman, R. (1997). Design by re-representation: a model of visual reasoning in design. Design studies, 18, 329-347.
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