The Social Implications of Advertising
Find advertising that satisfies the following criteria. Then write a two paragraph synopsis of each ad:
1. Provide two examples of puffery. Detail why the ad displays the concept of puffery and is not deceptive. Be detailed in your response.
AXE
This ad is funny and original. It appeals men and women who know about the empowering smell of axe.
A nun has a clothespin pinching her nose because she does not want to smell the fragrance of Axe.This fragrance will make her feel more irresistible and sexual attractive to the opposite sex .These kind of feelings are forbidden for nuns. She looks resigned to the actions she has taken to keep her vows .Her eyes are directed to the left probably looking at the man that is wearing Axe.
Axe is well know for advertise the alluring effect that the scent has over women.
Of course women can control themselves, there is no possibility of making women lose control over themselves because of Axe.This ad is just an exaggeration of Axe's noticeable and seductive fragrance.
CEMEX
http://adsoftheworld.com/media/print/cemex_bridge
A concrete mixing carrier is pouring concrete as it moves in reverse from one side of a mountain to the other side of another mountain. The gap between the two mountains is very wide and deep. While the concrete mixing carrier moves along it “builds” quickly and strong a bridge that allows it to keep moving forward.
The ad suggest Cemex as a reliable solution with high quality supplies made for the most challenging projects in construction and engineering.
Although, we know concrete won't dry as fast as its shown, it is clear that cemex product will stand from the competitor's by making customers such an unconventional ad.
2.Find two (2) ads that attempt to deceive. Explain the deception and in your opinion, is the advertiser or product affected?
7-UP
http://www.bonkersinstitute.org/medshow/7up.html
Text
This young man is 11 months old – and he isn’t our youngest customer by any means.
For 7-Up is so pure, so wholesome, you can even give it to babies and feel good about it. Look at the back of a 7-Up bottle. Notice that all our ingredients are listed. (That isn’t required of soft drinks, you know – but we’re proud to do it and we think you’re pleased that we do.)
By the way, Mom, when it comes to toddlers – if they like to be coaxed to drink their milk, try this: Add 7-Up to the milk in equal parts, pouring the 7-Up gently into the milk. It’s a wholesome combination – and it works! Make 7-Up your family drink. You like it . . . it likes you!
The ad claims that they have “the youngest customers in business”, which to be honest should not be an act of pride. Promoting a soft drink among parents of baby's was irresponsible. Also the text emphasizes the fact the “ all our ingredients are listed” however there is not disclose information about the benefits that 7-Up would bring to these young customers.The fact that it is a family drink does not mean it is right for all the members of the family to drink it.
There was not medical studies at that time that proved the nutritional value of the 7-Up. Today we know that there are not relevant nutrients in 7-Up that can contribute to the healthy development in kids. In contrast 7up's nutrional facts chat show (http://www.7up.com/text/product/7up/nutritional-info/) a high amount of sugar per serving. High quantities of sugar increase risk of diabetes and obesity.
The text also suggests to mix milk and 7-Up in equals parts to persuade toddlers to drink milk.The result, a drink that has lost half of its nutrients because 7-Up has been added.
The phrase “You like it . l. . it likes you!” paired with the toys around the bottle and the happy baby holding 7-Up is a effortless attempt to promote the drink and look family oriented.
ESTEE LAUDER
http://www.littlemisskessa.com/2011/08/estee-lauder-idealist-even-skintone.html
The print ad for Estee Lauder Idealist Even Skintone Illuminator, uses the flawless face of a young model; with blue eyes, blonde hair, and extremely beautiful skin, to sell the product. On the bottom of the ad all the specifications of the product are listed as well as a picture of a shiny light blue bottle
The ad implies that estee Lauder new product will give you the appearance of a perfect skin, without dark sort, redness, and uneven skin tone, in a rocket speed time.
It is noted that Estee Lauder is promoting to demonstrate unrealistic results through its product and supporting it by showing a digital manipulated image of a model that does not even have skin pores. The imperfections of the skin are natural as well as elements that evidence ageing and should not be portrayed as something to hide. Also notice that a face lotion will not act to the point of eliminating skin pores.
3. Find examples of Ads that stereotypes a person or group. Find one ad that portrays a positive stereotype and an one ad that portrays a negative stereotype. Analyze the stereotype in detail.
STEFAN LOOSE
http://adagencyworld.blogspot.com/2009_11_08_archive.html
Targeting travelers, the ad stats that a person without the travel guide in Morocco would be taking a safety risk . This ad made to promote Stefan Loose travel guides, features a group of 12 muslim extremists men carrying weapons.The picture looks dark and without color except for the little picture of the travel guide in the left corner of the picture.
This ad instead of being funny is a hurtful misrepresentation of a culture. If it does not even encourage to travel, it won't even boost sales of travel guides. The customers will get a wrong idea of what the country really looks like, also they will miss the good things that this country has to offer.
FORCE CENTRAL FLORIDA
http://inequalitybyinteriordesign.files.wordpress.com/2013/06/wcf_e_a001084366.jpg
The Work Force Central Florida ad is trying to inspire men to join as health care workers, specifically nurses. In a group of men standing up, 5 of them are wearing their work clothes and are part of a health care field.The others are a guitarist, a surfer, a climber, and a golf player wich are very challenging careers.
The purpose is to encourage men of any types and skills to be nurses. For many years nursing has been a profession entrust to women, but the situation has change. Many men have been fascinating by the hard work that this career demands.
No comments:
Post a Comment