What Makes Advertising Work? Essays

No Works Cited
Length: 743 words (2.1 double-spaced pages)
Rating: Yellow      
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

The typical person living in a city is estimated to see more than 5,000 advertising messages each day. In order for a brand's message to capture attention amidst all that commotion, its advertising not only has to be clever and visually appealing, but also memorable and unique in its approach..

In an effort to reverse its well-earned reputation as a brand for misogynist men who hope to control women, Axe created a campaign aimed at showing the power women have over men. To that end, Axe and its agency, BBH New York, started by covertly planting seeds in the Internet for “a viral meme by the name of Susan Glenn." For its new advertising, Axe focused on and dramatized the idea of the girl who got away, and warned its young customers not to let it happen to them. Through Axe’s use of a mixture of truth, sexual appeal, modern storytelling across different media, and of course, a celebrity, the advertising company was able to present Axe as a brand that both understands and fixes the anxieties of its customers in the 15-21 year-old male demographic.

The creators widely distributed the Susan Glenn meme. On sites such as Tumblr, slang dictionaries, and message boards, Axe representatives promoted "Susan Glenn" as the “super attractive, cool woman” every man lusted after but never had the courage to ask out on a date. In the commercial, Susan is depicted as an otherworldly high-school girl who sent everyone she encountered into a daze. The ad itself takes Susan out of the real world by saying: "In [Susan’s] presence, all that was beautiful before she arrived turned grotesque. And in her shadow, others became goblin-esque. … In my mind, I was a peasant before a queen." There is no denying that attractive people draw the attenti...

... middle of paper ...

...and managers were able to sell their product to people all over, and as a result of such popularity, the message even reach people who would typically not purchase Axe’s products. The ad even sparked a Facebook page focused on identifying and finding the courage to connect with the Susan Glenn in your life. "'Susan Glenn' is more than a name, it's a timeless truth for every guy that has ever walked down a school hallway," said Matthew McCarthy, senior director of brand development for Axe, in a release. "Giving guys courage to reach out to their own 'Susan Glenn' is exactly what we strive to accomplish with this campaign, which remains true to the brand's essence." Through the Susan Glenn images and story, Axe was able to both promote its body spray as a symbol of how to achieve the unimaginable, and to create brand awareness outside its target demographic.

Click the button above to view the complete essay, speech, term paper, or research paper

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

This essay is 100% guaranteed.

Title Length Color Rating  
The Impact of Advertising and T.V. Programming Essay - The Impact of Advertising and T.V. programming Advertising has numerous of definitions. Many advertisers attempt to corral the public in order to entice them to buy their products. However, convincing consumers to purchase a particular brand is not an easy task. Therefore, there are several techniques to reach mass of people and appeal to them. Some of these techniques are facts and figures used to prove the superiority of a product, for example a car company references the amount of time it takes their car to get from 0 to 100 kilometer per hour....   [tags: Advertising]
:: 6 Works Cited
1557 words
(4.4 pages)
Powerful Essays [preview]
Essay on Language of Power in Advertising - Introduction I will be looking into the language of power in advertising. The reason I have opted to investigate this topic is because advertising is one of the most powerful and persuasive formulas used in sales industries and many organisations to promote products constantly grabbing our attention. I will be looking at how the language and graphology they use to persuade and encourage readers. It’s remarkable how the majority of the target audience (depending what advertisement it is ) do not realise how they are persuaded or how their attention is grabbed by just using linguistic devices such as puns, rhymes, pictures and so forth....   [tags: Advertising]
:: 19 Works Cited
2352 words
(6.7 pages)
Term Papers [preview]
Essay on Sexuality in Advertising - Sex is everywhere you turn. Victoria’s Secret is notorious for their ads that plaster billboards and the sides of buildings, featuring scantily-clad women suggesting an obvious sexual air. The bags you receive at Abercrombie feature half-dressed models, often two of which may be kissing or touching one another. These sexual images are far too present in the every day lives of young children, much younger than what used to be acceptable. Aside from this moral questionability, ads such as these often contain images of unrealistic body types, which exploit insecurity to make consumers use their product, the result of which can be dangerous to mental and physical health....   [tags: Advertising, argumentative, persuasive, morality]
:: 3 Works Cited
1346 words
(3.8 pages)
Better Essays [preview]
Stereotypes in Advertising Essay - After diving into result after result of internet searches for advertisements aimed at older people, I came to a stern realization; overall, there are very few. But, I found a few magazine and television advertisements that really spoke volumes about the notion of aging and older adults. Some of these advertisements viewed aging positively; showing that even at an older age people can be active and viewed quite popularly by public media. Unfortunately, other advertisements played on the negative stereotypes of aging and older adults, specifically with the notion that as you age you are unable to fully take care of yourself....   [tags: Advertising] 859 words
(2.5 pages)
Better Essays [preview]
Essay on Stereotypes in Advertising - After diving into result after result of internet searched for advertisements aimed specifically at or for older people, I came to a stern realization; that was that there are very few of them directed specifically at older adults. But, I found a few magazine and television advertisements that really spoke volumes about the notion of aging. Some of these advertisements viewed again positively, showing that even at older ages people can be active and viewed quite popularly by public media. Unfortunately, other advertisements played on the negative stereotypes of aging and older adults specifically with the notion that as you age you are unable to fully take care of yourself....   [tags: Advertising] 880 words
(2.5 pages)
Better Essays [preview]
Essay on How Advertising Affects What We Buy - To understand how advertising affects what we buy, we must first have an understanding of what advertising is. Advertising, in its simplest terms, is the activity or profession of producing advertisements for commercial products or services. However, is that all advertising truly is. There is not a single, generally accepted definition of advertising. Advertising is a form of communication used by a marketer to relay information about a product to consumers, thus creating awareness (What Advertising is… 1)....   [tags: advertising careers, desires, ambitions]
:: 2 Works Cited
849 words
(2.4 pages)
Better Essays [preview]
Undergraduate Education in Advertising Essay - Undergraduate Education in Advertising Next spring I will be receiving a bachelor of arts in journalism at the University of Arkansas from the Fulbright College of Arts and Sciences. My focus in journalism is in advertising and public relations. Most schools separate the advertising and public relations departments and some schools even place them in the business school. My degree in the journalism department has benefited me because my education seems to be more well-rounded than most college degrees....   [tags: Major Advertising College Essays] 2052 words
(5.9 pages)
Powerful Essays [preview]
Effective Use of Humor in Magazine Advertising Essay example - Effective Use of Humor in Magazine Advertising The purpose of a magazine advertisement is to attract the reader’s attention and hold it long enough for the reader to recognize and remember the name brand of the product being advertised. This is achieved, in many cases, by the use of a comedic image or phrase. These, hopefully, will cause the reader to sit up and look further into what just made him or her smile or even laugh. This technique is seen quite often in the pages of the latest issue of ArtByte magazine....   [tags: Media Advertising Promotion Essays]
:: 2 Works Cited
796 words
(2.3 pages)
Strong Essays [preview]
Advertising Essay - Promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. The objectives that are met by promoting are to move the target market through the following phases: Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase It is believed that consumers cannot skip over a phase, but they need to move through them. Promotion is used to move the target market from one phase to another to finally purchase....   [tags: Business marketing Promotion] 1375 words
(3.9 pages)
Strong Essays [preview]
Advertising Essay - Advertising The benefits advertised by this Stair Master ad, with one exception, are mostly benefits that can be acquired from any form of cardiovascular exercise: lose weight and keep it off, reduce your risk of heart disease, lower your cholesterol level, and improve your immune system. Today, just about anyone who wants to improve these conditions knows that they need to exercise. There is research that provides evidence of the benefits of exercise. Exercise is being prescribed for diseases such as heart disease, cancer, stroke, hypertension, diabetes, and osteoporosis....   [tags: Papers] 926 words
(2.6 pages)
Strong Essays [preview]