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...
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...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.
In using the sex sells aspect in Skyy’s campaign to sell their Skyy Fusion product, the woman is being exploited as an object. There is no doubt that men are still the dominant gender in our society today. Men would most likely never capture the sexy role she plays in this advertisement. The words, “Go Natural,” further show that women are viewed as objects. Those two words are also stating that it is natural for women to become promiscuous when they consume alcohol. She is a sexy, vulnerable, mature female, who is displayed naked in this advertisement. She’s clearly old enough to make her own decisions and the advertisement makes it seem like she is choosing to take part in risky behavior. By noting that, Skyy’s advertisement promotes the idea that all females are the same; if you give her a glass of vodka, she will end up in your bed. Most of the time, society overlooks personalities as well, which may be a link to why women are so insecure because today females have to depend more on their looks than personalities. Men are usually more self-confident than women and that might be because women are perceived by their looks and how good their body is. Anyone can see this woman is beautiful, skinny, and all around, flawless. You could pick up any advertisement, not just Skyy Fusion vodka’s, and realize this is how most women are who are pictured in advertisements. Society has allowed for
Now days, with so many compotators in every market, companies need to create memorable advertisements in order to draw customers in. By using creativity, companies are able to create interesting, popular commercials that resonate with customers, allowing the company or product to stand out among other competitors.
In a brilliant update of the Killing Us Softly series, Jean Kilbourne explains the dangers of advertisements and how they objectify women. Advertisements intelligently portray women in a sexual and distorted way in order to attract the consumers’ attention. Media sets a standard on how young women view themselves and puts them at risk for developing an eating disorder. Kilbourne’s research has led her to educate those who have fallen victim to achieving the “ideal beauty” that has evolved in today’s society.
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc...
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
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.
The advertisements used to market Axe often symbolises women in a completely different picture. Critics argue that how Unilever can have such polar views on women. On one hand, Dove encourages women to focus on their internal beauty and sends a message across them that ‘everyone is beautiful’. On the other hand, Axe sends a message to men stating that its products often draws beautiful, ‘model type’ women towards them. Such bipolar views of Unilever are still argued and reduces the momentum of both their campaigns and gives a hypocritical status to Unilever. Adding to above, below are few points that critics argue about the real beauty sketches
More people are utilizing different mediums, such as social networking, in order to speak out against the oppression and misrepresentation of women in social and professional environments. Pantene displays the hashtag “#ShineStrong” at the end of the commercial, which is a highly effective way of expanding the ad into other mediums of mass media. Through expansion, viewers will be more likely to not only talk about the effectiveness of Pantene’s ad, but also raise awareness about the issues surrounding women on their personal social networking pages. Pantene’s ad offers a message of empowerment to all women and encourages them to stop succumbing to the idea that male dominance is acceptable. By incorporating a greater purpose into the ad, it creates a “halo effect” on the brand. Companies do this in hopes that, if executed properly, the brand will be associated with a good message, giving them a greater appeal to buyers when compared with other brands. Aside from its empowering message, the ad also has comedic aspects, which makes it appealing to a wider range of viewers. To some degree, the ad is successful because it provides encouragement to women and creates a strong message; at the same time, the clip fails to advertise the actual
The objectification of women is a huge issue in society and is often led by advertising. However, many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive, but rather very funny or sexy. However, how would they feel if it were their daughter or sister being advertised throughout the world as a sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
In today's world of consumerism, there is great competition among businesses to sell their product. It goes without saying that in this complex society exists modern technology that has lead to the development of various media platforms. In turn, these various platforms are used by corporations to advertise their product. On that topic, there are various tools of advertising that corporations implement with their choice of media platform to sell their product more effectively. This paper will analyze the advertising tactics that are present in two poster advertisements, both of Lexus vehicles.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
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
Estee Lauder’s beauty product is one such advertiser. In an August 2004 issue of Vogue magazine, enclosed was a two-page ad campaign intended to sell Estee Lauder’s “Future Perfect Anti-Wrinkle Radiance Moisturizers SPF.” This advertisment is appealing to the consumer because it stresses the importance of remaining young by the use of this product. This advertisement then goes further to stress that, “The past is forgiven, the present is improved, and the future will be perfect.” This advertisement includes three alluring models, all of which are of different ethnicity but essentially have the same physical attributes. This image is used to appeal to all sorts of American women. The models all have famished bodies; this includes their angular, somewhat gaunt faces and protruding collarbones. Located right below this image is the company’s slogan which reads, “ESTEE LAUDER. Defining Beauty.” The attempt is made with this advertisement to define beauty with images of starved and malnourished models which Estee Lauder claims to be the standard for beauty.