Stereotypes Can Deplete Consumers

In a society that is constantly selling a product, service, or experience, how does the consumer determine what is needed? Ads are able to speak to the consumer subconscious in many different ways, by doing this each person is seduced to consume. Unfortunately, this leads to a temporary satisfaction that will need to be fed again soon. Each ad focuses its attention on convincing the consumer to see the necessity of the product it even if it is similar or identical to another product. By understanding how ads speak to the many “lenses of the world”, the consumer can see how ads entice a purchase at higher price point even though similar products can be found for much cheaper. For example, Nike can deplete the consumers wallets by convincing

Nike encourages women to always be ready for anything. Even though the women are working out, they are not seen sweating or showing any sign of exhaustion. This makes the consumer believe that the only way to be ready for anything is to look good while doing it. It is as if they took a moment in time and froze it to portray the women in a manner that is still acceptable. Next, the consumer sees that each lady pictured in the ad is extremely skinny as if to show how fit they are. This will lead to the consumers want to attain a body image like the women featured in the ad. This plays on women's want to look good and gives the consumer unrealistic body goals. The ad represents women as “attractive” by portraying this tall, lean figure. It doesn't encourage women to have any shape or height and keeps all of the women looking as feminine as possible. Nike fails to represent all of their consumers since it could be someone who enjoys bodybuilding. The ad doesn't feature women with muscular bodies or thick figures. The consumer can see from the bright colors and perfect expression on all of the women’s face in the ad that they still have to fit a mold when working out. Not a hair is out of place or an outfit out of style. The add assumes that women like running and dancing but doesn’t address some of the more masculine things they may enjoy, such as lacrosse or motor sports. Finally, even though it is an ad directed at women, the consumer can see that a play on sexuality. The women’s outfits show off their perfect bodies and give them a feminine flair that makes them ready to seduce a man. The psychological approach Nike uses in their ad solidifies the importance for women to look the part and be