In today’s society, stress is an inevitable part of life that places both physical and psychological demands upon one’s body (Cammarata, 2007). Although stress is unavoidable, there are ways that one can temporarily relieve the pressures that are building up inside of them. The advertisement that I have chosen to deconstruct is one that I found in the September 7, 2015 issue of Life & Style magazine given by Calgon Bath and Body Products. This Calgon advertisement effectively demonstrated how women endure the daily stresses of accomplishing household duties and work; by trying to sell their bath collection through imagery and product placement, while subtly incorporating the message of the importance of de-stressing. Advertising …show more content…
Vol.12 issue 36, p.13). With this slogan, and the use of imagery, the advertisers were able to remind women of the importance of caring for themselves. Through imagery, they show a relaxed young woman having a bath. This ignites a desire amongst other women who also deal with the same chaotic lives. Calgon is illustrating how happy people can feel when they take care of themselves. The advertisement also uses the component of white space in the image, to avoid distractions from the focal point of the ad (10 Components of a Good Ad Layout, 1998). This ensures that the reader is focusing only on the happy individual. The attention of the audience is riveted by that single image. The component of white space and the slogan complemented with each other to create the overall message. Calgon cleverly used product placement to achieve maximum success in gaining more consumers for their brand. Product placement is defined as “…. The process that integrates an advertiser’s product into selected media…”(Arnold, 2006). By placing an advertisement for a bath collection in a beauty and lifestyle magazine, Calgon gained more customers as Life & Style’s female audience were exposed to the Calgon collection. This was a great way for them to touch base with women regarding their message. The creativity used in this advertisement is simple, yet it has much power and capability to convey the …show more content…
Calgon aimed to tell the audience that being “away” from having to load the dishwasher, driving kids, office drama and to-do lists, (Calgon Take Me Away! Vol.12 issue 36, p.13) will help them feel more relaxed if they have this collection in their bathrooms to enjoy. Stress is more than just a response that affects an individual physically and psychologically; it has been linked to many health conditions. These health conditions include: elevated cholesterol levels, hypertension, chronic pain, various skin disorders, cancer, and immune system weakness (Cammarata, 2007). Some of these conditions not only have the potential to weaken individuals, but will also stand as obstacles in their path to accomplishing basic tasks at home and work. Overall, this can produce detrimental effects for individuals, families and society as a whole. According to Statistics Canada, in the year of 2014, the stress rate for Canadian females was 23.7 per cent which estimates to around 6.7 million people (Government of Canada, Statistics Canada, 2014). Though Calgon cannot entirely eliminate the stress that these women have, they are still able to help reduce those levels when women take relaxing baths using their products. This is one of the choices that women can make to empower themselves for greater health and wellbeing (Cammarata, 2007). The little
By describing the commercial in detail, and backing up her statements with evidence, Gray states that this commercial depicts the fantasy of women well enough to make them want to buy the product. The purpose of this article is to analyze a commercial and to inform about how that commercial was effective. Gray states that the audience of the Hanes underwear commercial is middle-class women, aged 12 and up. I think that the audience of Gray’s essay is also the same, because if men are not particularly interested at a
Soap print-advertisements instructed the consumer how to maintain a healthy appearance, and more specifically defined women's perception of outer beauty. As a result, the woman became the pioneers of household consumerism and manufactures began asking for their ideas to create the best possible product. According to home economist Christine Fredrick, “scientific advance is working in America in far more closer cooperation with housewives than in any part of the world”. At first, this method of research improved the home and paid off for both the producer and consumer, but in time women themselves would become the product of the media’s model of the nuclear family. The end of World War II and the return of the soldiers displaced many working women, urging them to return back to the home and contribute to the baby boom. The Time Magazine article about homemaker Marjorie Sutton illustrates the revival of conventional notions of feminine domesticity. According to the article,”But Marge Sutton thinks of herself primarily as a housewife and, having stepped from high school into marriage, has made a career of running her home briskly and well”. Ultimately, women of the era were manipulated by advertisers to improve their products, and in return were forced to replace their identity to fulfill the expectations of the
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
As early as the nineteen fifties women were identified and targeted as a market. In a consumer culture the most important things are consumers. Advertisers convinced homemakers that in order to be a “good” wife and mother you must have their products and appliances to keep a clean and perfect home. The irony of this ploy is that consumers must have money to buy, and so trying to improve their quality as homemakers, off into the workforce women went. This paradox left women ...
Once this was determined, we concluded that we wanted to analyze a visual artifact with a producer of home goods that would be aimed at men and women equally. We decided on Home Depot as this store is viewed as being a men’s store, yet sells some products that would be marketed towards women. Home Depot sells a variety of items ranging from lumber, appliances, plants, hardware, tools, lawn mowers, paint and even outdoor furniture. We focused our research on Home Depot commercials. We selected four very different commercials and each analyzed them.
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
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
Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other
The bold print also indicates for the woman to remove her clothes, or for the viewer to do so. Everything is very clean, clear, and appealing to the eye. There is a highlight around the woman’s body leaving her look like she’s glowing. The weight scale is indicating that the woman has lost weight and she is shocked by how much she weighs now. The company displays this petite woman which advertises, if you drink their product then the consumers can look like her. This add is posing as a sex symbol for men and is showing younger women that they should look like this woman in the ad. This ad is also indicating that only ‘sexy’ and ‘healthy’ woman can produce healthier milk.
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
Since stress can seriously damage individuals’ health and well-being in this paper, the researcher will identify stress, the causes, and treatment.
The classic image of stress: a student thumping his pencil on his notebook, as if he is trying to beat the math problems waiting to be finished in front of him; a weary mother rubbing her temples and furrowing her brow, mentally listing the tasks she must finish; a business man on the edge of breaking down, all of the day’s occurrences running through his mind. When one experiences stress, the only thing he or she want to do is finish work, go to bed, and release all stress. Stress affects almost all of us at some point in our lives. When we think about stress, we tend to immediately assume that all stress is negative and is harmful to our health. However, as hard as it may be to believe, stress can actually be good for us. According to yoga instructor Jennifer Parmelee, we actually “need stress, to a certain degree.” (Weaver)
Posen, Dr. David. The Little Book of Stress Relief. Key Porter Books; Original edition, 5 May 2009.
The hassles, deadlines, frustrations and demands of modern life have made stress so common that it has become a way of life for people. In small doses, stress can...