An average American is said to be exposed to about five thousand advertisements in one day. Through these ads, producers can connect with consumers at a manipulative level. That instead of just simply displaying their product to attract the consumers’ interest different motifs and sale pitches are used to manipulate customers into buying their product. https://www.youtube.com/watch?v=WRnBHHcdHJQ The above advertisement is a commercial for an Axe Excite body cologne. The commercial begins with an angel falling from the sky. The commercial continues to show multiple angels falling from the sky, mesmerizing pedestrians as they walk pass. The angels are eventually seen gathering around a young boy—implying that he must be the one who is wearing the new Axe Excite cologne. The angels evidently remove their halos and smashes them onto the ground, while also having a sinister grin on their faces. The commercial ends with a voice over announcing: “New Axe Excite: Even Angels Will Fall.” The intended audience are obviously men—specifically young men. By using young women, the commercial manipulates the male audiences with the idea that if they buy the Axe Excite …show more content…
The commercial implies that only young and thin women can be displayed as angels. Further, though one woman of color can be seen among the angels, she still possesses the ideal aspects of a “desirable women” which includes: tall, skinny, and wavy long hair. Additionally, in the whole one minute span of the commercial, she is only seen for about one second. The rest of the commercial mainly focuses on the white skinned angels. Why? I believe it is because they are perceived to be more pleasurable to look at. Finally, the people in the commercial are very cisgendered. The attraction of women to men and vice versa is heavily displayed in the ad. The product itself is even gender specific! Axe Excite is intended to be used by
This is another commercial where we can directly see how the advertisers are overlooking gender stereotypes, by it being ranked number one it proves that when gender stereotypes and gender bias are not incorporated the advertisement becomes effective and
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
By doing this, it is showing that they are less powerful than men. Ads tend to put women down. Like Kilbourne stated, the Cosmopolitan advertisement shows in a few ways how they feel women are less powerful than men. The first way is where the half of the ad is covering up the woman’s face with some of her hair. Therefore, this shows weakness by stating the models being silenced or cannot speak what is on her mind. Since this is an ad for teens and young adults, it is also suggested, being that they are so young, they have no say, especially because they are a woman. The second way this ad is trying to show women are weaker than men is on the other half of the ad. It is showing the blonde-headed woman jumping from one bench to the other. The models presented as not having any sense. If this were a man in the advertisement, he would not be jumping or posing in any foolish ways. In conclusion, the Cosmopolitan advertisement on the American Eagle Outfitters jean jacket, along with several other ads, shows weakness in women compared to
Their advertisement is of a rodeo bronco rider being thrown off the bronco, all the viewer can see of the rider is his back side and you can barely see his face. The rider is wearing what looks like a white long-sleeve shirt with a black protective vest, a pair of blue jeans and chaps, as well as boots and a cowboy hat, somewhat similar to the Durango boot ad. At the bottom corner of the advertisement is Ariat’s symbol and to the left of that in white western style font, “There’s nothing a few bone screws can’t fix”. I think this is telling viewers that if they put these boots on they can do anything and only end with minor repercussions that can be easily
Nissan’s ad describes Ryan Reynolds eco-friendly style of living, while using Ryan Reynolds as an attraction to their potential clientele. The customer that Nissan is trying to captivate is most likely a male, female caucasian young adult that has a high school education and above, and is somewhat of the middle class. For example, they use a enormous portrait of Ryan Reynolds as the main point of the ad, instead of actually showing the attributes of the actual car. This shows that they want women to notice Ryan Reynolds physical attributes, so that they are compelled to purchase the product, because they are attracted to Ryan Reynolds. This also shows that they want men to think that women will be more attracted to them if they buy Nissan’s
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
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
They want to show a “sparkling version” of the product and that implicates that, “if you buy the one, you are on the way to realizing the other” (26). So the portrayal of gender is essential in advertisement when it is trying to catch the viewer’s attention, since gender norms can be considered as a form of silent language in the society. Simply put, it can be said that gender roles are “a language which needs no complex translation by the viewer, just transmission through the image” (Capener 3) and therefore it is important for the advertiser to utilize the imagined gender roles within the advertisement
The makers of this commercial intended the audience to be teenagers and young adults. The values used were sex appeal (of one of the...
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
The objectification of women in advertising is far too common. Advertising has become so concentrated with images of passive woman wearing little clothing that it is now accepted to laugh at these sexist ads. The reason why some men find this ad funny is because within Australian society there are so many similar ads that it gives the impression that women in adverts are something to laugh at. The new ad is not offensive and should sell Tiger Beers without having to further promote sexism.
...’s first priority is making a profit, which is why their parent Company UniLever also owns AXE, who use degrading depictions of women in their ads. Their ads are successful because of the overbearing use of pathos.
Axe advertisements works and appeals to its target audience through rhetorical strategies from pathos, logos, to ethos. Pathos is used in the ad to target the audience through its emotions which is evident to the viewer. It’s the ideals of “boy meets girl” that is instilled in young men, if they use this product you will get the girls. Axe created new Axe Dark Temptation that is as irresistible as chocolate. Women ranked chocolate as more irresistible than shopping, jewelry or even sex. The ad shows women licking chocolate off the guy because chocolate is irresistible to woman thus wearing the fragrance makes you irresistible. The ad tells young men that using the...
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.