Marketing Advertisement
I found a Facebook advertisement for a hair product in my Facebook news feed. The ad states, “Wondering If My Hair Is Naturally This Long & Healthy? TRUST ME IT IS! I Found This Remedy A Month Ago & I CANNOT Believe How Long It Is Now!” The headline under the image states, “Popular Remedy Increase Hair Growth 3x The Average Rate!” "I finally ended the embarrassment & self consciousness caused by my damaged hair and started feeling beautiful and confident again!” The image is a 3-panel photograph. The first image is the back of a woman with very long wavy hair. Her hair is ombre colored. It fades from dark brown to blonde. The woman’s hands are raised so we can see the actual length of her hair. The third image is a photograph
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Facebook is a very personable platform, which makes one want to believe this woman’s personal experience with this product. It does not seem like an advertisement truly but more like a personal account. The picture affects the content and meaning by creating excitement and desire to learn more. The video relies heavily on the pathos appeal and attempts to pull of the heartstrings of women who can relate to hair loss and grab onto their insecurity. My response certainly varies from one medium to the other. Personally, I find the Facebook ad to be more believable because it seems more personable. I am not loosing my hair so I cannot truly relate to the video. I find that video is filled with too much pathos and seems way too “addy”. Those women are also hired actresses, although they may have used the product. I just do not trust it as much as I do a personal Facebook review. I work in marketing so I have strong opinions of what I feel is believable and what is not. I believe producers of persuasive messages attempt to foresee every possible audience response and attempt to create ads that appeal to everyone in their target audience. My role is to do the research for myself after encountering a product I might be interested in. I think hearing more personal testimonies and seeing multiple before and after and progress pictures of numerous women would persuade to trust this product
Rationale This Further Oral Activity will be presented on a T.V. show format (based on the show “The Gruen Transfer”), with the host focusing on the false advertising of well-known health foods and drinks. This FOA will focus on the persuasive language and manipulative strategies used by businesses to influence and mislead consumers into believing false perceptions of their product, using case examples to support the evidence presented. The purpose of this FOA is to inform the audience on the plethora of manipulative and persuasive language used in advertising for ‘supposedly’ healthy products, while the target audience is Australian T.V. viewers 18-50 who are interested in the influence of advertising. The context of the piece is based on today’s world of marketing and how persuasive advertising strategies can influence Australian consumers.
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.
Ventola, C. Lee. “Direct-to-Consumer Advertising Therapeutic or Toxic?” Pharmacy & Therapeutics. October 2011. www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/#b5-ptj3610669. Web. 5 April 2014.
Persuasion of any sort can be quite a difficult task. Persuasion to change people’s habits on how they view things, can be even harder. To a certain extent, Stephanie Hanes did argue her point effectively. Her goal of persuading others to see the negative effects society has on females of any age, was weakened by her reliance heavily on the device of Logos. Her piece had more than enough potential to be stronger than it is, but she did not take the chances to do so.
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
Lutz appears to be the more credible source due to his field of work, but his argument tells consumers to dissect every word used in an ad claim, because the ad may be using a form of manipulation. Advertisers main goal is to sell a product by any means necessary, but the verbal language used isn’t placing a magician like spell on anyone forcing them to buy a product simply with the use of weasel words. Realistically speaking consumers won’t always have the time to critically analyze every item they purchase. O’Neill’s argument is stronger than Lutz because consumers ultimately create and shape the world of advertising, and at the scale certain products are being advertised. Advertising is a form of persuasion not manipulation, unless individuals are completely mindless and cannot form a single thought for themselves.
The world we are living is a fast paced ruled by the media. We are surrounded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us every day. These images are constantly in our minds throughout our lives. Advertisements select audience openly and target them with their product. The advertisement is implied in order to be like the people in the advertisements you must use their product. This approach is not new to this generation, but widely used today. The advertisements grab people attention and persuade them with the appearance of beauty and happy women that looks sophisticated to people eyes.
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.
Principle of Consensus: “Mob psychology” plays a big role in modern life. People tend to be swayed by popular decisions and ultimately believe that what the majority wants is best for the outcome. Therefore, one needs to buttress persuasion by engaging “social proof.” This could be in the form of testimonials from satisfied customers. Adverts tend to use sport personalities to advertise their products and therefore if Serena Williams uses shield deodorant, many people would likely follow suit. Human beings will look to their peers if they are uncertain and will go with the flow.
The ad that I chose to deconstruct is a print ad that is designed to market CoverGirl mascara. The sender of this ad is CoverGirl Cosmetics because they are trying to “send” their new products to their target audience. The target audience, or receiver, for this ad is directed towards women who probably age from 16-55. This ad specifically is trying to reach women who are bold and fierce and would like dark long lashes to show off. This ad focuses on women who are flashy and want to live life on the edge.
The Garnier Fructis advertisement, found in “Seventeen” magazine, promotes their new line of “Grow Strong” shampoo, conditioner, and treatments. The Ad features a young, attractive couple that seem to be happy. The first aspect of the ad that is noticed is the man, as he is the center of the page. The first thoughts that come to mind are that he is happy, attractive, and his girlfriend is caressing his head with her fingers through his hair. Next, you notice the woman who is beside him, the one caressing the man’s head. It is quite noticeable that her hair is long, shiny, and wavy. Also, the people in the ad are wearing fancy attire as if they are going to a formal event, which shows they are well-liked in society and are powerful. The product
The most recent ad to come out of the campaign is the “Dove Real Beauty Sketches” video. In the clip women are asked to describe what they look like to a forensic artist while he sketches them. A second sketch was done of the same women by having an acquaintance describe their features . Towards the end, the women are shown the two sketches side by side and in each case the self-described sketch was less attractive than the one where they were described by someone else. The video ended with “You are more beautiful then you think”. There are many things wrong with the video. First of all, the sample size does not match the population correctly. It mainly focuses on fairly young, white women who could be seen as traditionally attractive. In fact, out of the whole 6:36 minutes of the clip, people of colour were only shown for 10 seconds. Furthermore, the video only focuses on the beauty of the women. The ad actually promotes the importance of beauty. Instead of having the people judge each other on their exterior, they should be judging them on their personality. Having one sketch be portrayed as unattractive and the other as attractive was a bad ide...
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
As of the modern day, advertising is everywhere; it is on our televisions, we hear it on the radio and we see it on cars and trucks. Advertising can take many forms, one of which is propaganda. Propaganda techniques are useful in persuasion and drawing people to a certain cause, but mostly we hear of propaganda being used in times of war. However, the Dove’s Real Beauty campaign is a modern day example of propaganda that uses many known techniques of persuasion. This campaign is very prevalent in today’s society because it targets body image among women; more specifically, the campaign aims to positively change how women view themselves.
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the