Analysis Of ' A Starbuck 's Ad By Tori Freeman

The “American Dream” has changed form dramatically since the term was first coined in 1931 by James Truslow Adams. By definition, it refers to the goal of the American people to pursue their own individual dreams with independence. However, considering the increased amounts of advertising in recent years due to the advancement of technology, are Americans actually making their own, uninfluenced decisions about the products they are purchasing? Kalle Lasn, the founder of the anticorporate AdBusters Media Foundation, would likely disagree. As the founder of this organization, the Estonian author’s goal is to inform average consumers about the hidden grime in advertising that they may not be aware of, such as discrimination and logical fallacies.

Advertising has come a long way in terms of advancement with the enlightenment of the new technological age we live in now. In James Twitchell’s essay “What We Are to Advertisers,” the author explains that mass production means mass marketing, and mass marketing means the creation of mass stereotypes. Generally, the use of stereotypical profiling in our society not only exists in regards to race, social class, personality type, and gender but also holds a special meaning in advertising circles as well. To advertisers, stereotyping has become an effective means to pitch their products according to the personality profiles they have concocted for us and are most times eerily accurate. For instance, according to advertisers, the daytime

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

In Jib Fowles article, “Advertising’s Fifteen Basic Appeals”, he shows us fifteen ways commercials try to appeal to people around our country. The need for sex, need for affiliation, the need to nurture, need to aggress, need to achieve, need to dominate, need for prominence, need for attention, need for autonomy, need to escape, need for aesthetic sensations, need to satisfy curiosity, and physiological needs. These needs are all how companies appeal to our needs to interest us into buying their product. These appeals can be seen in almost every

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

The average United States Citizen views about 5000 advertisements a day (Johnson). Advertising is everywhere. Billboards on the way to work, ads on the internet, and paper products such as magazines or newspapers display a sale or a promotion of a good or service. Usually, the ad will give a brand or company name, and uses the product’s merits to draw the consumer closer. This has grown exponentially as advertisements in media in 1970 were estimated to be 500 a day, a ten percent increase in the last 48 years. (Johnson). This is due to the rise of technology, as the computer has become a household gadget within the new millenium. These advertisements are meant to give a synopsis of the product or service’s purpose, quality, and efficiency. If a consumer views 5000 advertisements in a single day and assuming the commercials do not repeat, 5000 goods or services are introduced. With more options to choose from in such little time, the consumer has a harder time differentiating the quality and perhaps necessity of the product. The marketers rely on the quick, impulsive decision making of consumers. With the misleading nature of many infomercials or radio broadcasts, the people of American society are bombarded with constant propaganda, thus making seemingly harmless promotions more potent to filling industries’ pockets and lessening the common population’s

When looking at the ad the bright neon lights making up the background catches the attention of the viewer. This is because neon colors like the bright pink and blue trigger emotions associated with energy and progression. These colors contrasting over black, which is a color associated with evilness

Coming from commercials, newspapers, movies, and magazines, advertisements are one of the most prominent things that we get bombarded with on a daily basis. The problem with a lot of people including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author describes how advertisers will use 15 basic emotional appeals in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve not only their intellectual integrity, but also improve their families lives if the readers can help it. National Geographic advertisers can do this by appealing to the readers’ basic needs for achievement, nurture, and guidance.

From TV commercials and product placement to billboards and posters, thousands of advertisements bombard the average American every day. To be effective, an ad must attract the consumer’s attention, maintain the public’s interest, create or stimulate desire, and create a call for action. These advertisements can be small enough to fit on a three-inch screen or large enough to cover the side of a building. But no matter what the size, in this world of ever-shrinking attention spans and patience levels, ads have to be efficient in portraying their ideas. In order to successfully depict certain ideas, advertisements rely on shortcuts. These shortcuts usually involve stereotypes. In the media, stereotypes are inevitable because the audience

In the advertisement sponsored by the Federal Highway Administration, an appeal to pathos is prevalent. For example, the stroller on the crosswalk appeals to the emotions, or pathos, because it suggests that the child previously in the stroller, was hit by a car. Also, the words above the picture ("I was looking out for other cars. I didn't see the mother and child in the crosswalk.") appeals to pathos because, like the picture, the suggestion that the mother and child got hit by a car evokes emotion. By telling the reader that "You" could make an impact, that "you" could save a life and change "yours" forever appeals to pathos as well because it is talking specifically to the reader. It is putting the reader into this terrible situation and

In Jack Solomon’s article, “Master’s of Desire: The Culture of American Advertising” he describes that American citizens are divided upon elitism and populism. The contradiction between elitism and populism is to see what both effects have on our society of advertisements and media and how it affects citizens today. The contradiction of this effect is everywhere, all of the society is currently revolved around the concept of advertisements and media, where we are consumed of each and every day. American advertisers show us an aspect that we believe to be the American dream of society nowadays, with how Solomon described the American dream of today to be, “America’s great myth of equality celebrates the virtues of mom, apple pie, and the girl

In an average day, an American is exposed to over 3000 advertisements, (Kilbourne). Whether they want to admit it or not, they are drawn toward them. A common scheme of the advertisers is to allow the consumer to “picture the new them.” Whether this be a wealthier them, a skinner them, or a prettier them, they gear there product towards every person and want everyone be able to connect with the advertisement and picture the “new them.” American Idol, Nutrisystem, and The Biggest Loser, the lottery, and many other “products” promote that anyone has the chance to be famous, fit, or fortunate. The successes from these “products” present themselves as they were before, with the sob story that hopefully touches a nerve with

This sends the message to the reader that the advertisement is unbiased. It says that the ad does not have anything against obese children. The more subliminal part of the message says that balance is key in solving the problem, which would in this case be a balanced diet and activity routine. The fact that the whole picture is black and white provides a somewhat grim tone for the ad at first glance, making the audience instantly take the matter seriously. Orange has two meanings; cheer and friendliness, because of the sweet taste associated with orange foods and drinks, or hazards and danger, as orange catches the eye quickly considering is not common in nature and our brain is wired to detect abnormalities (“The Psychology of”). Hunting vests and construction signs are orange for this reason. In this case, the clear intended meaning is to warn against the dangers of childhood obesity. The combination of the two colors paints the advertisement as a grim and hazardous situation that is trying to provide warning for an upcoming peril, which is an ideal setting for trying to caution the public about the widespread yet relatively untreated problem of childhood obesity, also known as the silent epidemic (“The Silent Epidemic”). It is especially fitting in Georgia, which has the second highest rate of childhood obesity in the United States (Loren). There is also a sharp contrast between the colors, so it amplifies the attention-grabbing capabilities