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Is advertising more about manipulation than information
Question about advertising manipulation
Is advertising more about manipulation than information
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This essay will examine an advertisement for the Palm Centro cellular phone with regards to the techniques referred to as “The Method” by the authors of the book Writing Analytically (Rosenwasser 26-52). This essay will then describe how the ad for the Palm Centro appellates the viewer, and what meanings are then transferred from the advertisement to the viewer. Advertisements have an enormous effect on the collective conscious of consumers today. Advertisers, through advertisements, have the ability to manufacture a world that may seem real to the consumer. In these manufactured realities, advertisers entice consumers to buy products specifically marketed to them. As defined by Writing Analytically, “The Method” is a five-step process to observing repetition and contrast within a text (Rosenwasser 26-52). The Palm Centro cellular phone advertisement I have chosen is ripe for this sort of analytical dissection. The first step of “The Method” is to recognize repetitions within a text. In the Palm Centro ad, there are several instances of repetition. The word “Palm” is used five times and the word “Centro” is used 3 times. Five phone numbers of friends are written on five fingers and a five item to-do list can also be seen. Substantive words within this ad are “Palm” and “Centro”, which clearly makes sense because those are the words of the product that is being advertised. Step two of “The Method” states that the repetitions, or strands, of similar words and details can be found (Rosenwasser 26-52). Within this ad, the five names and phone numbers of friends along with the phrase “call BFF” can be seen. This strand-connecting logic is that the consumer that may be interested in the Palm Centro cellular phone, or at lea... ... middle of paper ... ...eem to imply that an individual’s life is going to improve, or at least become simpler, because of the product being advertised. Mobile phone advertisements, such as the Palm Centro ad, focus on creating the illusion of friendship, organization and social approval. This is important to advertisers because, as social creatures, we demand a social support network and we look for ways to expand those networks. If we find that a product can allow us to expand said social network, we feel compelled to purchase that product on the grounds that it provides us a certain amount of potential use. We use products and other displays of material wealth as the means of leveraging social capital against one. It is important that we look at advertisements critically because we, as a culture, create the meanings and definitions of the objects that comprise our collective realities.
When a product from a particular brand is marketed towards a consumer, it is marketed as a lifestyle. For example, when you buy an iPad or an iPhone, you are buying in the Apple philosophy. It is about the `person buying the product rather than the product the person is buying, feeling good about yourself and becoming a better person because you’ve bought this brand. She goes on to talk about how overwhelming advertising has become. So much so that there is no longer such thing as public space, the world is medium of advertising and branding.
“What We are to Advertisers” by James B. Twitchell is a short article that emphasize how advertisement attracts audience magically. From the quote, “ Mass production means mass marketing, and mass marketing means the creation of mass stereotypes” James points out of how the world appear to be. The advertisers seems to be psychologically abuse to the public for them to be successful in their industry. Base on the way the society act, dress and thinks, we fantasize something ridiculous and only our imagination can only make it close to a reality. With that in mind, the industry of advertisements will immediately think of a way to try and sell their product to us.
The purpose of an advertisement is to sell a product. Clearly, a person flipping through the pages of a magazine will be captured by the sparkling diamond and bold text. The advertisement is simple rather than one that is complex and difficult to understand. And the designer of this ad knows this. There is nothing more appealing to a woman than a sparkling diamond. The sparkling diamond catche...
In one picture at the top is the word “Chaos.” In the background under the word chaos there are blurred out buildings that are stories high. We see the traffic lights are red and the street is full of cars. We can imagine the noise and feel the stress from this place. In the foreground we see a hand and down to the forearm. On each finger there is a different phone number and a name to go with each one. On the palm there is a to do list with one task saying to, “Break up with GF.” At the start of the wrist there is a grocery list that continues down the forearm with the last item being “BUY PALM!” with an arrow pointing to the to-do list. In the other picture at the top is the word “Order.” The background is plain white. It is quiet. The foreground has the new Centro Two Palm. At the very bottom of the ad it is introducing the all-new Centro Two and the other colors it comes in, red, pink, yellow and blue. Then it has its slogan which says, “Organize your life with Palm.”
Promoting a product in a way that appeals to the targeted audience is an aspect that dominates the formation of adverts. To achieve this objective, advertisers use images and words in a creative and convincing manner. This is because the overall effect of advertising is persuading the targeted audience to consume the product. Visual appeal is an aspect common in the two visual texts. For example, using ladies with good looks to appeal to the audience’s emotion is common in them. The two visual texts also communicate using pictures and words. Size is also used in both advertisements to emphasize different parts of the texts.
Advertisements are everywhere; from telephone poles announcing a local yard sale two miles away, a local bus bench publicizing a new realtor that will apparently sell a house in a week span, a comic picture on the back of a milk carton advertizing the 2017 “Star Wars” movie, or a TV commercial proclaiming the next weight loss plan. They come in different forms as they surround us in our everyday life. The real purpose of advertising is to tell a story. The mind and imagination are powerful tools allowing interpretation to form. The purpose of ads are sometimes vague, comical or do not have a specific motive.
In the arena of advertising in modern Western society, the consumer can become numb from over-saturation. Advertising stretches over all forms of media, with independence that critic Judith Williamson says intentionally reflects our own human reality (Lord, 263). Advertising becomes a natural presence for consumers; it overwhelms us until we stop trying to understand and decode the images and slogans presented to us. In "The Rhetoric of the Image", critic Roland Barthes uses particular advertising images as dissection models to systematically extract the meaning of cultural codes. In her essay "Decoding Advertisements", Judith Williamson discusses the self-reflective advertising system that assigns human values to products to promote the purchasing of these products to satisfy a non-material need. Advertising, in effect, sells us ourselves, or at least what we would like ourselves to be (264). The combined theories of Barthes and Williamson are a solid springboard in discussing two advertisements: one in print and one in the medium of television. The print advertisement is for a men's cologne called "Romance". The magazine ad features a black and white photo of a man holding a woman as she bends backwards, careening almost to the point of falling off of a tire swing. The second ad is a thirty second "spot" depicting three young teenage girls who flirtatiously use their Coca Cola cards to get "free stuff" from a surprised (albeit pleased) male clerk. In both ads, beyond the surface of the initial message there resides a somewhat disturbing subtext of sexism, male dominance, and male fantasy. In order to sell their products, Ralph Lauren and Coca Cola ...
Jib Fowles analyzes advertisers’ methods to appeal to consumers. In his article, “Advertising’s Fifteen Basic Appeals,” Fowles addresses fifteen methods advertisers use in order to persuade consumers to purchase their products. Like most brands, Android uses these techniques among others to appeal to the masses. One technique in particular is the use of
Analysis of an Advertisement From initial glances of the double-paged advertisement, the two illustrations of a young woman situated around the brief appearance of text, show as the most striking. Their possession of the majority of the advertisement's space can be partially responsible for this consequence however. The brief inclusion of text within the advertisement simply describes the novelty of the product, stressing its reputable trait of having a "molten diamond shine" - hence the use of diamond graphics at the bottom of the page. The last two lines of the text consist of language methods of repetition, "glides on slicker than slick", and rhyme, "add some flash to the splash!" to again, highlight the properties of their new product.
The images in the advertisement play an important role in promoting the Chinese cellphone. The advertisement depicts a green snake that is looking as if it is about to bite whoever is in front of it holding the phone. It is a green snake with white patterns along its back. The snake is rared back in striking position with its mouth wide open and its sharp fangs out. The snake is the same color as the leaves behind it. Using figures such as a snake draws people 's attention because most people have a natural fear of snakes. The hands around the cellphone are bigger than the cellphone itself. The hands are large and rough while having short fingernails.The right hand is typing a question in the google searchbar while the left hand holds the phone.
This advertisement that was relatively straightforward, reinforced the analytical information that was gained from the Advertisement. Within the chosen advertisement Lucozade have used many various techniques, such as manipulation to change the set mind and emotions of the target market. This is done in such a way so that consumers “Believe” in the product and therefore purchase the goods being advertised. This is achieved through the use of three major sets of signifiers male model(first set of signifiers), written text, slogan and scientific graphs(second set signifiers) and Background, rhetorical question and product (third set of signifiers). The producers of the advertisement want the consumers to believe that the product being advertised is a better alternative to water, cementing the ideology. This is then reinforced by the fact that the company has stated that their product has been scientifically proven to be better. Resultantly, this is the effect of the use of celebrity appeal, which implies that by using the sports drink, you too will be as successful as Gareth Bale. Lucozade’s advertisement was created through the use of signifiers, discourses and ideologies. Through the correct use of these elements, advertising becomes an effective marketing
They state, “Advertising works by associating particular values important to a group of people with a specific brand and emphasizes how these priorities may be gained and experienced through purchase and consumption of the brand”(51). Referring back to the idea that advertising paints an image that one can have it all if they align themselves to the images in these advertisements, show how powerful this form of mass media is. Essentially, messages put out through advertising can alter how people behave and how they perceive themselves. Additionally, advertisements can provide society with ideas and images about certain attitudes, beliefs and lifestyles. However, through these modes of manipulation endorse glamorized ideals and certain values, that are more than likely unrealistic for the majority of society.
There are many advertisements that we watch or see daily whether it was on TV, magazines, or newspapers. Some of them are extremely boring while others are exceptionally intriguing and imaginative. In this paper, I’m going to briefly discus about a special advertisement which is one of the largest brand in the world known as Coca Cola. Coca Cola made several advertisements with different ideas just to gain, attract and catch people’s attentions and emotions from all around the world. It’s well known that many companies uses tricky advertising techniques in order to spool their customers.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Almost everyone grows up in the world which is flooded with numerous means of mass media e.g. advertising, television, music, films, billboards, movies, newspapers, magazines and Internet (Latif & Abideen, 2011). Among all marketing weapons, advertising is the most powerful one, as it leaves long lasting impact on viewer’s mind, having much broader exposure (Katke, 2007). Its forms and roles are both contested and admired. Few people see advertising as the mirror as well as the maker of culture. Even when advertisement bring new sounds and symbols that shape our future, its words and images reflect present and past both. Others even say advertising is purely an economic activity, which works with a single purpose i.e., to sell. Various advertisers and agencies believe that advertising creates “magic in the market place” (Russell & Lane, 1996).