Advertisement: An Illusion

1393 WordsJun 21, 20186 Pages
The Illusion of Advertisements Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point. The advert alongside is simple and straight to the point. It contains very few details but extremely large content by the choice of words and graphics. At a glance, one can know, without reading the text, what the…show more content…
According to Robert Bly the shadow is a section of our lives that we do not expose to the public. It is that aspect of our life that we struggle with so much that we would not allow even our closest friends to about it. He calls it ―the long bag we drag behind us. This shows that it is a heavy part of our life. He adds that this part of our life is heavy with our actions, thoughts and behaviors that neither our parents nor the community around us would not appreciate or approve. This is also applied in advertisements to hide some information that would otherwise change the mind of the targeted viewer of the advertisement. In the advertisement above, we are not told of the side effects of the change that takes place in 40 days. This is completely hidden from the viewer and the viewer is not able to even imagine of such side effects that come by taking the actions represented on the advertisement. This concept helps the advertisers to lure the viewers with the guise of providing excellent services without flaws yet a “shadow” exists that the viewer is not able to know. Presumably, the only products that the advertisers include their so called shadows are those marked by the government as harmful like alcohol and tobacco. From Bly’s point of view, advertisers hide their
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