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Analysis on advertisements
Essays on the power of rhetoric
Analysis on advertisements
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Apple’s Super Bowl commercial “1984” has been widely regarded as one of the most popular and influential commercials in advertising history, and the purpose of this commercial was to get the citizens of this era out of the mindset that technology like this is a hindrance but instead is actually helpful. Not everyone agreed with this though, with some people still questioning the ethicality of this commercial, but the visual text is ethical for its promotion of individuality and its appeal to a wide variety of audiences. Let’s start off by talking about what happened in this very famous commercial. Apple 1984 starts off in a dark gray setting with lines of mindless people marching towards a large television screen with an evil dictator on it, …show more content…
The screen shot of the muscular woman in red and white displays this through her efforts to free the mindless drones by throwing her sledgehammer at the dictator that is controlling them. In this screen shot you can see that every person in the background looks like they are lost with no idea of who they are, but you can see that the woman is trying to break everyone free from this life style and tell them that it is okay to stand out. No one wants to look exactly the same as everyone else. We all want to express ourselves so we can live our lives to the fullest. The use of this courageous woman allows us to see that everyone should be able to express their own individual ideals and not be forced to carry out or embrace the twisted ideals of some evil dictator or government and that we, the people, have the power to break free from our shackles and show everyone that it is okay to look different from other people and express your individuality to everyone around you. The visual text’s expression of the ethical ideal of individualism is very apparent in a strong woman like the one in this visual text but there is more one than place in this commercial where you can argue for this and it is found in a very unexpected
In “On Reading a Video Text,” Robert Scholes discusses the idea of cultural reinforcement within television commercials. Scholes claims that television commercials remind viewers of their social whereabouts and displays their association with society. Commercials are played year around and people have the chance to view and form their own values and beliefs based on what they see. For instance, Scholes blatantly describes to his audience that the Budweiser commercial from the 80s focuses on more than just advertising their product; they try selling a message. Two and a half decades later Budweiser is at it again. In a recent Super Bowl commercial they focus in on a similar aspect, the American Dream. Only this time it is a little more
Turow wants to bring to light what happens behind the scenes, and why the benefits of technology also come with a cost that many are not aware of. He does this through a hypothetical that involves the lifestyle of a family. They eat fast food, are of lower income, and have issues with weight. Advertisers use this information to direct coupons to fast food restaurants to the family, show ads for used cars, and direct diet pills and gym advertisements to the females of the family (Turow 229). This is an effective illustration and lead in to the bulk of Turow’s essay and argument. Turow argues that while some might see this targeted campaign as beneficial, he goes a step further and extends the hypothetical. In this situation the members of this family talk with other members of society and find they have a different advertisement experience compared to them. This leads to a feeling of comparison, with directed advertisements dictating an individual’s place in society. The strategy behind using a hypothetical situation makes the information not only easier to digest, but it makes the impact feel more personal. This point addresses the sociological and emotional impact that such advertisements can have, and is a logical step from the information that is
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
While watching this film I gained greater insight into the intricate process that goes into the ads in which I come into contact every day. This film revealed the vast amount of advertising that surrounds me every day which I may often miss. I am now more aware that each ad I see from location to color to size has a purpose behind the choices made to create it.
The article focuses on Individualization and uniqueness and how it has begun to find its way into current advertisements. By allowing a woman to express her individuality it shows boldness, fearlessness, and confidence and that is refreshing in today’s world of fashion.
Thirty-two years ago Apple released its first commercial during the Super Bowl. The ad contains multiple references, including its title, from George Orwell's dystopian novel “1984”. The idea was conceived by Brent Thomas and Steve Hayden who decided on the brilliant tagline “Why 1984 won’t be like 1984”. The famous Ridley Scott directed the ad while actress, model, singer, and athlete Anya Major played the lead role. Apple’s “1984” has several instances in which one can observe the use of the three appeals: ethos, pathos, and logos. “1984” uses Aristotle’s three appeals to endorse the new Macintosh and put Apple on the market. More specifically, the use of ethos is blatantly obvious in the ad.
And it seems to be that the woman is being sexually harassed by the men because they have more power than she has as well as more men standing in the background. The woman has no power and cannot do anything about it because she is too weak.These advertisements show how sexist they can be nowadays and that it is very bad from Kilbourne’s perspective. In Kilbourne 's essay, she says that “Men conquer and women ensnare, always with the essential aid of a product.” 491 Which basically means that the men conquer the women and the women are not dominant and they fall into the men 's trap which relates to the product they are advertising. From my insight about these advertisements is that I find it just so that these advertising companies can get the public 's attention but I have to admit it is very sexist how the men are just taking advantage of the woman just because they are more dominant than she is and the woman being weak and helpless. Kilbourne’s perspective is that no women should be treated like this and instead they should be treated fairly as the men are. Like not being abused and treated with respect. This picture depicts men are generally greater than a woman and they get what they want because they are greater than they are. This advertisement is not the only one that expresses men over women, but many advertisements are just the same and Kilbourne is upset that women are treated
Apple has transformed from a computer genius to a powerhouse of all technology. “Jobs’ genius was in impressing his visions upon people,” and with each new advice the amazement of Apple followers strengthened (“Apple Computers”). Apple has created an illusion of a perfect society. With greater, more advanced technology, people believe that the world can only continue getting better. Customers have bought so mentally into Apples mission that they cringe at seeing someone using another device brand. Not only does Apple create an easier way to get everyday tasks complete, they make it look good too, “Jobs played a directive role at Apple in the development of products that were both elegant and tasteful” (“Apple llc Computer”). In today’s society the people are brainwashed by advancements which portray nothing less than a picture-perfect society, a
This advertisement shows us logos by making people think about domestic violence. When you look at the big boot, obviously worn by a man is stepping on top of a small women’s shoe, it automatically makes you think about domestic violence. As quoted, “When he controls your life, it’s no longer your life.” This quote is powerful and directly speaks to the women who are in controlling abusive relationships. It also speaks to people who know someone who is being abused and that they should speak out. It pulls you into the sad scene with the dark lighting all around almost making it seem suffocating, which causes the small woman’s shoe to seem unimportant, compared to the big muddy boot that is trapping it. It logically makes someone
Every company that has a product to sell wants to have their advertisements grab the attention of the potential buyer. Companies today are competing at high levels to come up with the advertisements that will be flashy and aggressive so consumers will become interested in their product. However, a commercial or an ad might not get the initial point across or cause many viewers to be confused when they see them. Sometimes, what the company is trying to do might offend people. Ethical lines may be walked upon so that the strong points can be presented to the consumer.
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
In 1994, a new form of advertising and getting products and services into the world was discovered: the internet. Online advertising has been growing rapidly. We can see advertisements on almost any webpage we go to. Even if you try to avoid ads, you are bound to find some. This leads us to a crucial part of advertising which is ethics.