Advertising In Advertising

First of all, the colors in advertisement evoke emotion and ideation in the customer’s mind. The blue color represents cleanliness. The whole point of paper towel is to clean up messes. Also the color blue has an affect on the mind and body such as it invokes rest and makes people typically feel calm. When a spill happens people tend to get to anger or upset over it, with the blue in the advertisement it shows how the paper towel can reduce spills subconsciously. The green color represents freshness. Once the spill is cleaned people will feel as though their home is fresh and clean. The color green has affects on the body as well it also relaxes the body, calms, and reduces stress. Also

This advertisement clearly is wanting the focus to be on the text and the character. The background is very distorted consisting of a greyish tone, varying from light to dark, and a splash of blue right through the middle. The character and the text are both in the foreground. The character is full of color he is light-green with light-brown spots around his head, one of the spots resemble a heart shape. He also has light-brown eyes. The coffee cup is in the characters’ right hand and is light-blue with dark-blue diamonds around the center. The text “I Just Saved My Liver by Switching To” is semi-bold and white while “Medical Cannabis” is bold and yellow in color. Here the advertisement is putting the focus on “Medical Cannabis” by having it brighter than the rest of the advertisement. The color of the text makes it jump out and clearly state the focal point to be about “Medical Cannabis.”

The presence of the words in the advertisement reflect elements of pathos. The ad contains various descriptions, which are displayed in a green font and outlined in the color, white. The color, green, symbolizes progress, vitality, balance, and wealth, whereas the color, white “... aids mental clarity and encourages [individuals] to clear clutter or obstacles” (Kelly Smith). When one views the advertisement, his or her subconscious mind notices the font’s color and the white outlining which clarifies each individual word. The advertiser’s decision to utilize the color green, acts as pathos by highlighting qualities the majority of Americans strives to achieve, while acting as a subconscious play on the characteristics that a bad American fails to achieve, provoking the emotional response of discontent.

Advertisements work in such a way that we grow to envy those we are not; they exploit our perceived flaws by displaying a person who is the living and breathing version of who we wish to be. John Berger in his book, Ways of Seeing, explains that publicity works by convincing his reader that advertisements use envy to entice the public to buy products: “Publicity persuades us...by showing us people who have apparently been transformed and are, as a result, enviable” (131). Though Berger published his book in 1972, his arguments about envy and publicity still hold truth, perhaps now more than ever. Furthermore, the more present advertisements are in our everyday life, the more envious our society becomes. With the power of envy, those who fall under its spell become choiceless, and therefore powerless. Berger also argues in his book that there is a correlation between the number of advertisements we see and the less freedom Americans possess. However, Berger believes that capitalism hides this powerlessness with the illusion of choice: “Publicity helps to mask and compensate for all that is undemocratic within society” (149). This idea Berger has relates not only to the advertisement of products, but also to present-day politics. Withheld information creates power using envy which is used in both advertisements and the US government. As more envy is created with modern day technology, and we become more immersed into social media, the further we stray from democracy.

In addition to the Seven Sins of greenwashing, another advertising method within the corporate green campaign is the usage of color, images of nature and branding. According to Meister and Japp, “Using nature merely as a back drop – whether in the form of wild animals, mountain vistas, or sparkling rivers—is the most common use of the natural world in advertisements” (142). Soft, natural colors, such as greens, browns, blues, and yellows are used to relax the consumer’s mind. They are pleasing to the eye. Use of plants, flowers, and landscapes are also used on advertisements and on product packaging. This can deceive the consumer’s perceived representation of the product.

This advertisement uses a very distinct layout and color variation that is key to attracting a possible consumer. Upon first glance the first image that pops out at the reader is the male in the green shirt. One can infer the man is the focus of the advertisement because he located very close to the center of the advertisement

The logic of the argument is present in the effects of deforestation on the earth and the helpful aspects of the rainforests. This ad however glosses over the fact that new growth of plants produces more oxygen than preexisting growth. Fear is generated by the symbolism of the forests as lungs. The deforestation appears similar to rot or lung cancer. However the tagline on the bottom right shows that we can still prevent the issue from becoming too dangerous or malicious in the terms of cancer. Terminology parallels show that the issue can be prevented by appropriate action and knowledge on the issue.

For the purpose of this study, the definition of green advertising will be adapted from the criteria provided by Banerjee, Gulas, and Iyer (1995). Green advertising is an ad which meets one or more of the following criteria: explicitly or implicitly addresses the relationship between a product and the environment; promotes a green lifestyle through highlighting a product; presents a corporate image of sustainability and environmental stewardship (1995). “Sustainability” is the term embodied by companies who strive to communicate their efforts to satisfy the “triple bottom line”, which takes into account the wellbeing of people, planet, and profits (Fisher, Bashyal, and Bachman 2012).

Firstly, the target audience can be considered as one of the core factors of the advertisements. The advertisement as we can see it couldn’t possibly be loved by a young crowd nor would can it be considered anywhere useful to the older crowds in their 50’s or above. So the advertisers have

Do you love the earth as much as you love pizza? In an advertisement for Pizza & Love, a pizza place that uses recycled pizza boxes, shows a photograph of an opened brown pizza box with one slice of pizza left. The only thing left on the round cardboard base where the pizza sat is grease and a single slice of pizza. The advertisers used this round cardboard base to represent the earth and the grease remaining on the round base forms the shape of the continents. The last slice of pizza is loaded with greens, specifically broccoli. I don’t think it was by accident that they chose broccoli toppings on the pizza slice as broccoli look like small trees. The slice sits in what would be considered South America and the Amazon rain forest. On the left hand side of the print-ad there are the words in bold white font, one word per line, that states, “Fight for the last slice.” In the bottom right hand corner is the Pizza & Love’s logo that says, “We make pizza not global warming.” This print-ad is very well thought out, and makes you think about the deeper meaning behind the ad.

Walking through any store, there are things that one might not need, but his or her attention is drawn to for some reason. This is the sales goal of any business, to make the consumer want things they would otherwise not buy. Any combination of techniques is used to draw the eye to certain products. From certain items trending, to commercials promoting new products, or even using the senses to tempt shoppers is what works time and time again to reach, or go above projected sales. Advertising has created a culture of irrational shoppers by using different psychological methods to sell consumers products.

There are ads everywhere! When we look in our daily lives, ads are on TV, in magazines,

Bud Light launched an advertising ad on their product that caused bad public relationships through its customers and non-customers. On April 28, 2015 Bud Light released a new slogan to their product (Brown, 2016). The new slogan that Bud Light put on their product stated, “Take No Out of Your Vocabulary Tonight”. Bud Light released this slogan because they started a campaign #Upforwhatever in May 2012 (Brown, 2016). The campaign was advertised and geared towards the younger generation to try new things. The movement of this campaign was to encourage people to get out of their personal bubble and try new adventure. This was geared towards the younger generation because that is who Anheuser-Busch wanted to target because that generation can afford to spend $18 on a 24 pack of beer and would not break the bank for college students. Another reason that Anheuser-Busch wanted to target that generation because they are all on social media and advertising is shifting that way. The #Upfowhatever movement was to gain new business through new customers and corporations (Hughes, 2015). The campaign was already two years old and has inspired millions of consumers to engage with that hashtag to get out and try new adventures (Hughes, 2015). The young generation was getting out and taking adventures throughout the world. It ranges from people flying on a plane to the next destination, laying out in the sun on a cruise ship, or even just at the local beach trying a

Advertising plays an extremely vital role in today’s society. It is how businesses receive their customers loyalty and their money, nevertheless the visual ad does not depict an idea about monetary value, rather their goal is to stop cosmetic testing on animals. The Lowe Pirella Fronzoni took this photograph in Milan, Italy. They produce industry leading photography and ranked number one in advertising across the world. In order to help the fight of cosmetic testing on animals, the Lowe Pirella Fronzoni agency created a print ad that shows the cold truth of the torture these innocent animals face every day.

Look around you, can you spot any ads? Advertisement is constant in my life and influencing my decisions. Any time we turn on the television ads are always going to be showing. The ads are on our phones, on the radio and basically all around us. The ads influence us without us knowing, with the tricky words and the “amazing” deals. The ads have been around since before I was born and will continue to be around long after my generation is gone.