In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
The problem with Kenneth Cole’s advertisement campaign
The bronze and golden hues throughout the page gear towards a sense of hierarchy, as do the words. Not only are the words as the following, “Gourmet”, “Artisanal”, “Master”, and “Exquisite”, but they are also typed using a delicate golden ink. Furthermore, the advertisement is using a demographic type of audience segmentation. Typically the reader of a Martha Stewart Living magazine is a mother aged to middle aged affluent woman. Sex, age, and income are all targeted in this Lindt advert.
In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.
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.
During the 21st century, advertisements use many methods to attract the audience. Companies, especially cosmetic companies, use their advertisements to manipulate their viewers to make them think that they need their beauty products. Revlon is a perfect example of these cosmetic companies that play with your mind. Revlon’s mascara commercial campaign utilizes ethos, pathos, and logos. Ethos is shown in many advertisements of Revlon’s mascara campaign.
The ad persuades the reader using logos, that Bentley is a luxury car right off the bat, with the big bold letters. From the text at the bottom of the ad, it is for gentleman, and the car increases quality of life. Statistics, and the style of the text block add to the appearance of the company, having higher quality products associated with it. From the cost and statistics, it can also be implied that from one simple payment, Bentley can make anyone fit into the higher class. This is used to convince the audience that they can actually achieve this higher level in society.
She cites an example of Lisa, a local woman of modest means. "She spent $2,600 on her daughter 's dress. I have no idea where that money is coming from! With glitz, you have to have four jobs to pay for
Notions such as “sex sells” are not necessary true, for the observers recognize the damaging images in which women are portrayed. Advertisements that depict possessive and violent men toward women are should not be selling. For example, “no”does not mean “convince me”, when taken otherwise may lead to sexual abuse. Despite that both genders can be objectified, it is women who are more at risk due to the already established idea that women are more vulnerable.
Consequently, she would likely challenge Cox’s description of the role that women played as the subject of advertisements in the 1920s as nothing more than objects whose sole purpose is to be beautiful. She would be more prone to state that instead of this harsh and objectifying image set forth in Cox’s narrative, women as subjects in advertisements during this time period were “the visual representation of a modern cultural consciousness that defined the 1920s” (Rabinovitch-Fox, 374). This is a very drastic contrast to what has been the narrative thus far regarding women’s status in society through the lens of the advertising companies. These companies have either been demeaning them as nothing more than housewives by pandering to that notion in their radio programming or outright objectifying women completely when they make them the subject of an
Luce understands her audience is of a high class and is expected by society to appear a certain way. But for change to occur they must forget the “glamorous” lifestyle they are supposed to portray. Luce is able to appeal to her audience's mind by using repetition of the word “glamor” throughout the middle area of her address. As an example she mentions, “There isn’t going to be any glamor in what we have to do from here on in”. Not only is she making sacrifices when it comes to cosmetics but also in the lifestyle these women live.
Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”
She was never happy and satisfied with what she had and always daydreamed of large ballrooms… decorated with oriental tapestries and lighted by high bronze floor lamps. She wanted to be the envy of all other women. When her husband gets an invite to the ball she wishes to appear wealthy to the other women at the ball. She borrows a diamond necklace from a wealthy friend, Mme Forestier. At the ball, she becomes pretty, elegant, gracious and smiling than all the other ladies, and she finds herself enjoying the party.
Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are
Fashion, or rather the fashion industry, is ageist, sexist, racist, fattist and fascist, but only in so far as today’s society is. This industry is merely an extension of capitalism, and as such its only concern is generating as much profit as possible. Trying to include and represent all different types of people is very low on its priority list, so it continues to perpetuate harmful societal patterns, be it on purpose or not. The most blatant case of sexism in fashion is that women in this industry are by and large models, while the more powerful and influential positions of designers, managers and directors are usually taken by men.
