Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Advertisement
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Advertisement
During the 2012 Olympics in London, Axe Body Spray released a commercial with an Olympic theme called “Hot Putt”. The commercial opens up with a tight shot of a ball placed on a pedestal while a woman is in the background walking towards it. In the shot the abdomen of the woman and her rose-colored red spandex shorts are seen only. The music in the background is very slow and dramatic. As the woman is walking towards the ball the camera lens is focused on her body for the shot until her hand touches the ball. After the woman picks up the ball there is continuity and the angle of the shot changes to a top view over her right shoulder. In this frame she is seen wearing a light bluish purple sports bra and the view of her breasts are accentuated in the shot. As she brings the ball in a position behind her right ear the viewer can see the woman’s long brown hair in a ponytail.
Just as she stops the ball behind her ear the camera angle changes to a close up shot and the audience can finally see the face of the woman. She is attractive, wearing lip gloss, and breathing with her lips parted slightly. Next she is seen twisting her body as if to stretch or gain momentum before throwing the ball. As she does this the lighting is directly on her and the camera tilts down slowly starting from her breasts and down to her abdomen. Then the camera switches to an extreme close up of just her shorts and following with an extreme close up of her breasts again. Next the camera changes angles as the woman bends over and gets into a stance. She exhales heavily then shot putts the ball up into the air while the ball is seen traveling up towards a building.
In an establishing shot a shirtless young man and a cat are seen behind a large glass window....
... middle of paper ...
...ppening the super ego of the male is trying to take over by revealing that this case is unusual. Most of the times however the ego gives into the id and allows purchase of the product because of the need to achieve the dream.
Axe’s “Hot Putt” commercial promotes their body spray in a way that is targeted directly at the dreams and fantasies of men. With the various sexual symbols and provocative portrayal of a woman, the commercial affects the unconscious in a way that favors the product. As the commercial is being watched the parts of the personality are at work processing the information. By the end of the commercial the sexual and aggressive drives of the male audience wants to be fulfilled and the body spray seems like the only solution. The slogan of the advertisement suits the commercial well as the male unconscious is certainly influenced by “The Axe Effect”.
The Dick’s Sporting Goods commercial was ranked number 9 in the most effective commericals. The commercial shows the different struggles that athletes in training face for the USA Olympics. The audience for this commercial is intended for both genders. Although the stereotype is that sports are usually for males, this commercial has a fair representation of both male and female athletes. Many of the female athletes shown are training in hard sports such as boxing and lifting weights. This commercial also included disabled male and female athletes which can also serve to be another audience. This commercial was promoting Dick’s Sporting Good athletic attire. The advertiser did not include an unequal representation of genders, also the commercial didn’t use gender stereotypes to please the audience.
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
The advertisement entitled “Morning After Pillow” by The AXE Company would like for their customers to believe that love or sex can be easily attained by purchasing a product that smells good. However, experience should indicate that there are many factors that attribute to these rewards.
In her example, she speaks of how this advertisement reestablishes the idea of loving your body. Women have curves, they have hips, they have thighs. In the Nike advertisement it makes the [consumer] feel proud of their strong, athletic body (Haley pg 108). The woman in the Playtex display has the ideal body type of a runner. This model is strong, and she has the body of an athlete. Just like any runner, and most female athletes, her strengths are hidden. With lean muscle brought upon by playing sports, women often do not look as strong as they really are. Under those tights, she has “thunder thighs”. She has calves and shins of steel from keeping her toes up. She has a sculpted upper back from swinging her arms and keeping her shoulders relaxed. She has and unbelievably strong core from reaching her legs out in each stride, and holding her body
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
Other aspects strengthen the advertisement design's sexual appeal. The foreground woman's strapless swimming suit, highlighted in red, is the most notable example. Her chest prominently resides above horizontal boxes in both th...
And based on the Axe company’s $6 billion plus in sales in 2015, their marketing plan is working. Despite many females calling the company’s ads sexist, and certain commercials going so far as to be banned from television, men still buy the products. According to Craig L. Engstrom (2012), he believes that men preform their masculinity. By researching college aged males he found, “male residents overwhelmingly display more sexual and aggressive posters.” (p. 406) Posters, and other forms of media are a reflection of what men believe their identity is. The men Engstrom studied and the men that the commercial appeals to are in the same age group, therefore sharing some of the same identities. Engstrom explains that our modern society has a limited understanding of masculinity, and stresses how dangerous this is. (Engstrom, 2012, p.
For example, Nike has introduced a new commercial that has caused quite a stir among critics. The title of this commercial is 'Beautiful';. The thirty second spot, created by longtime ad agency Wieden & Kennedy, debut nationally on October 12 during the National League Championship Series and will air into November. What this ad focuses on is a handful of athletes who have each suffered serious scarring or physical trauma while participating in their sport of choice. The spot is filmed in black-and-white, accented by a haunting rendition of the song 'You Are So Beautiful To Me,'; and featuring close-ups of injuries suffered by both elite and so-called 'everyday'; athletes. It closes with the 'Just Do It'; message followed by the Nike Swoosh.
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 persuades women to buy the Old Spice body wash for their man, so that the body wash will make their men more masculine and dominate man, like the “perfect man” example, Mustafa. While the commercial not only reaches out to the “ladies”, but it certainly appeals to men’s emotions also. The Old Spice ad targets the men by signifying a perfect image of what an “ultimate man” ought to be like by using the attractive, physically fit, Isiah Mustafa in their commercial. This strategy is used to make all of the men who feel like they are not up to par feel as if they must do something to change their physical appearance. In a modern society that is filled with gender stereotypes and specific ideas of manliness, men impulsively desire to smell, look, and be just like Isaiah Mustafa, who is a man that exemplifies almost all of the necessary masculine traits that society places on men. This Old Spice commercial targets men emotionally by inferring that they as of now, they are not exactly the man their female spouse is expecting them to be, but if the men start using Old Spice, they will become more desirable to the “ladies”. These advertisements appeal to the men’s emotions and forces them to desire to a masculine man, therefore influencing men to purchase the Old Spice body wash that will intuitively make them a “real
Many of which include sexuality and the over-powering of women. Piecing, for example, is when advertisements use a portion of the body, usually sexual, that will take up the majority, and in the far corner will be the actual commodity. However, the use of sexuality in advertising has a different effect between men and women. “Focusing on spontaneous evaluations of sexually themed ads, these authors found that in contrast to men, who reported positive attitudes, women on average exhibited a marked negative reaction to explicit sexual content in advertising” (Dahl 215). Women prefer the intimacy instead of a spontaneous sexual
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.
Rumble Roses is the video game that every guy wants to play. It has a picture of two, digitally created, beautiful, scantily clad, women. These women are not posing like super models would. One woman is on top the other and applying the headlock technique. She has this angry look on her face like anyone would in competition, but still looks beautiful. The other woman is trying her best to not submit to this move. Even though she is about to lose she still looks beautiful. Both women are wearing clothing that wouldn't be comfortable for wrestling, but might be good for a night club. The light shines towards the wrestling ring making them the center of attention. In the background you see the ring posts, ropes, and the audience shaded in the back ground. The other half of the ad shows screen shots of the game and more pitches for the game. The color red is also a big part of the advertisement.
The portrayals of men in advertising began shifting towards a focus on sexual appeal in the 1980s, which is around the same that women in advertising were making this shift as well. According to Amy-Chinn, advertisements from 1985 conveyed the message that “men no longer just looked, they were also to be looked at” as seen in advertisements with men who were stripped down to their briefs (2). Additionally, advertisements like these were influencing society to view the male body “as an objectified commodity” (Mager and Helgeson 240). This shows how advertisements made an impact on societal views towards gender roles by portraying men as sex objects, similarly to women. By showcasing men and women in little clothing and provocative poses, advertisements influenced society to perceive men and women with more sexual
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...