ipl-logo

Comparing Two Advertisements

1010 Words5 Pages

Is it possible for an individual to not be affected by the media they are exposed to? It is unlikely that such a person exists; the media will always find a way to enter the mind of its audience and manipulate their emotions. In the two images I have chosen to analyze, both images are intended to persuade the viewer to buy a perfume, but each individual ad focuses on different ideas to sell the product. The older black and white ad from 1955 focuses on providing the idea of a relationship between a man and a young woman (whom wears noticeable makeup) in order to sell their fragrance called Intimate, while the 2017 ad focuses on the idea of a single woman (wearing a semi natural makeup look) in order to sell their fragrance called Rare Gold. …show more content…

The target of these ads are young women who want to or already feel unique. The product is the same, the gender of the targeted audience is the same, and the presentation of both ads give off a seductive attitude. Each of the women used in the ads is young and beautiful, either to mirror the intended audience or to provoke a desire in the audience to want to be like these women. When analyzing the 1955 Intimate ad, the viewer’s eyes automatically go to the woman’s and the man’s smile, indicating a sense of mutual content and love. The emotions portrayed fools the audience into feeling those emotions for themselves and yearn for the scenario displayed before them; using an emotional appeal allows the ad to gain an advantage over the audience, making them easier to persuade. Furthermore, the ad uses a couple to symbolize love and the confidence that love brings. This strong symbol of a relationship is highly effective in convincing the reader that the product being sold will mirror the love and confidence being presented by the couple. Another noticeable aspect about the woman is her makeup and jewelry. The bold and sexy makeup look, along with the fancy jewelry both …show more content…

This bright color lures the audience in and keeps them hooked. The single woman in the advertisement is meant to symbolize beauty within independence. This symbol leads the viewer towards wanting to feel like the woman is portrayed, making an emotional appeal to feel confident and happy. The ad does not have the woman in the ad wearing dramatic make up or jewelry on purpose; instead she has a semi-natural makeup look and no jewelry that emphasizes the idea that she does not need these things to appear special and confidant. Thus, making the viewer believe that the only factor that could be making her be this radiantly confident and unique is their perfume, meaning their logical appeal has been manipulated. The viewer can’t even smell the perfume, but has become certain that it’s what is making the woman stand out and be desired. The woman’s gaze, like the 1955 ad, is also directed at the viewer in this 2017 ad. Once again, this gaze demands attention and praise which is then directed to the product, given it the upmost importance. Their small caption, “Treasure it always,” uses the word treasure to convey that the consumer would be just as valuable as treasure or gold, hence the fragrance name Rare

Show More
Related
997 Words | 4 Pages

The entire advertisement it is focused on evoking a response of empathy and compassion for the girl. Again, the face of the girl is strongly related to this appeal because the audience feels touched by her suffering. Also, it is very hard to see how the happiness of the girl diminishes and turns into sorrow. For example, the advertisement starts with the girl celebrating her birthday and everybody singing “Happy Birthday”, after that the mother says “Make a wish” and the girl blows the candles of a pretty decorated cake. In contrast, at the end the mother sings her the same song but this time the girl is completely devastated and there is only a lonely candle on top of a metallic plate containing some food.

Read More
451 Words | 2 Pages

The advertisement also uses logos to give the views a reason to buy the CoverGirl foundations and powders. CoverGirl is convincing the viewers that the foundations and powders are “one size fits all and a lightweight coverage that is made to fit you”. Also using Queen Latifah is another form of logos. CoverGirl is indirectly saying that CoverGirl products such as foundations and powders are for any women, any skin type and any ethnic backgrounds. CoverGirl is trying to show that the viewers can trust CoverGirl

Read More
187 Words | 1 Pages

Nowadays, not only in the advertisement industry, but everything has sexy appealing and everywhere. For example, on television, the internet, magazines and poster. In the article, “ master of Desire: The Culture of American Advertising” Jack Solomon agreed, “ Sex never fails as attention-getter, and in a particularly competitive, and expensive era for American marketing, advertisers like to bet on sure thing” (172). The aspect of advertising can be anything and there are no limits.

Read More
670 Words | 3 Pages

Pathos imagery is used profoundly in the marketing industry as companies try to appeal to the emotions of the consumer. Advertisements make use of pathos to attract consumers to buy a certain product. Companies often target the average woman’s insecurities, making her feel unattractive and socially unacceptable. The marketing experts then offer a remedy in the form of a product, in order to make sales (Edlund and Pomona, n.d.). By doing so, the woman feels as if she needs to improve herself, thus goes out and buys the product to achieve the perfect look.

Read More
866 Words | 4 Pages

The advertisement is a way that companies use to communicate with people. It is also a very important way to learn how consumers react to their selling products and in order for that to happen companies sell what consumers want or wish for themselves. Dove, a very respectful company, launch a campaign “The real beauty” in 2004. The purpose behind this is to celebrate the natural physical famine variation. Showing consumers that the most value product is you, and for you to value the inside just as much as the outside.

Read More
407 Words | 2 Pages

Revlon uses women’s emotion to hook them into purchasing their beauty products. Society has told women that they must look young and sexy throughout their lives. Revlon uses gorgeous women to show that their beauty product makes them look as beautiful. In the commercial, Biel’s is all dressed up with a full face of makeup give the audience a feeling of wanting tot look attractive. Also, Williams is making women feel that they could attract handsome men like him.

Read More
763 Words | 4 Pages

They use words such as breath, fresh, and silky. those words coupled with the silk drapes hanging from the ceiling along with the silk skirt that Taylor is wearing combine to produce a joyful feeling as the view watches the commercial. Covergirl is a brand of makeup that is generally marketed towards high schoolers that usually cannot afford the more expensive luxury brands. This demographic is going through one of the hardest times in their life superficially speaking. they are told that they have to live up to a certain unattainable standard they are excepted to be tall and skinny with flawless skin, so when cover girl use their emotionally charged mottos “Easy, Breezy, Beautiful, Covergirl” they are using the girl’s hopeful emotional desire to be those things to manipulate them into purchasing their product.

Read More
989 Words | 4 Pages

Men want women to find them attractive, and women want to make their men more attractive and the commercial is basically saying that men who uses Old Spice will become more attractive to women because of the positive images that were portrayed. The tone of the narrators voice and the speed of his argument also makes the product seem to be more urgent. What makes this commercial effective is that it uses emotions. Basically telling the view that they can become more attractive if they use the product. Not only that, it will enhance the viewers confidence because they see that a well-built man is using the product himself, and some viewers will just buy the product just because the well-built man is wearing it.

Read More
924 Words | 4 Pages

In this commercial, their message was trying to say that Old Spice has a scent that can make any man smell amazing and that they should buy it to impress women. With that said, their target audience is men who want to impress women with their scents and who want to smell good. In this commercial, Old spice used ad hominem, non-sequitur, and false analogy. For ad hominem, the commercial was saying that if men stopped using lady scented body wash, they could smell like a man.

Read More
798 Words | 4 Pages

In a world where males dominate the business industry, females have the chance to shine in their relationship. Vera Wang's 2011 perfume advertisement shows an adaptation of a love story based on Shakespeare's Romeo and Juliet. Not only that, if one has seen the movie Pretty Woman, this scene might look a little familiar with the ending scene on the fire escape with her amorous fantasy coming to fruition. It has a fresh, modern twist to it, making it easier for viewers to relate to the topic of love. This ad stars Leighton Meester from Gossip Girl and model Tommy Dunn.

Read More
146 Words | 1 Pages

This ad uses peripheral route to persuasion by using attractiveness. For this ad, consumers aren’t paying attention to the arguments of the ad because the producer uses a model as an attractive and distracting image. In this ad, a beautiful model uses her looks to sell Giorgio Armani's perfume Acqua di Gioia. There aren't any words to describe the product, or even how it smells. The model seems to be on the beach pressed against a bush.

Read More
1228 Words | 5 Pages

First, the bright colors of the dress grab the attention of the people viewing the ad. After the rest of the ad is observed, the dark background and the dark bruises on the woman are visible. The grey tones in the background of the ad create a somber mood, and looking at these darker colors draws in emotions of depression and sadness. Since this advertisement has a huge effect on the viewer’s mood, they may be inclined to spread the message about it because they are saddened by the gloomy ad. It remains in their memory and the ad may keep bugging them until they feel as if they have helped the cause that the advertisement is fighting for.

Read More
1385 Words | 6 Pages

The first one is that it “showcases the product and its qualities.” This advertisement is for Cover Girl’s new Outlast Stay Luminous Foundation. Like some products such as teeth whitening strips, their ads show you how your teeth will look after using their product, this ad shows you how your skin will look while wearing this product. This product will make your skin look flawless and make you feel flawless while wearing it. Another strategy talks about how you feel if you use it and how others will feel if you don’t use it.

Read More
1128 Words | 5 Pages

By saying things such as, “…if he stopped using lady scented body wash…” or “Anything is possible when your man smells like Old Spice and not like a lady.” As if there is something wrong with a man smelling like a woman; but what do woman smell like? Finally, the commercial uses imagers such as the Old Spice appearing from a hand full of diamonds to appeal to pathos and to make the audience associate Old Spice with luxury. This commercial does not appeal to logos as much as it does to pathos and ethos.

Read More
1904 Words | 8 Pages

This advert re-enforces hegemonic views of gender and the female image. The body shape of the women changes. The first woman is a woman who doesn’t fit the hegemonic, cultural stereotype of beauty. She is slightly heavier-set than the next two women. Dove states that their product will make women look more beautiful, the before product is less ‘skinny’ than the later products.

Read More

More about Comparing Two Advertisements

Open Document