Andrew Essex's The End Of Advertising

Magazines are popular in the United States; they can be found in stores, offices, and houses. They are popular for advertising. Television, news, radio, billboards and online websites are just a few forms of media that companies use to advertise their products or services. Companies use advertisements to influence the consumer to either buy or use their products and services. Advertisements are used to manipulate consumers in many ways.

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

In the reading Advertisements R Us, Melissa Rubin expands upon her analysis of Coca-Colas’ 1950 magazine advertisement, and brings many points to light about how the company uses cleverly crafted advertising tactics to appeal to a specific group of Americans. By clearly communicating her evidence to back up the analysis of the advertisement, Ruben composes a thoughtful and persuasive paper. For example, Rubin explains how simple details, such as the use of their slogan on the vending machine pictured which reads “Drink Coca-Cola - Work Refreshed”, and the placement of “Sprite Boy” in the ad, all work together to send a message that makes consumers want to buy their product. Consequently, because of the evidence presented in her writing, Rubin has crafted a paper that I find logical and persuasive.

In our society today a business is not a business without an advertisement. These advertisements advertise what American’s want and desire in their lives. According to Jack Solomon in his essay, “Master’s of Desire: The Culture of American Advertising,” Jack Solomon claims: “Because ours is a highly diverse, pluralistic society, various advertisements may say different things depending on their intended audiences, but in every case they say something about America, about the status of our hopes, fears, desires, and beliefs”(Solomon). Advertisers continue to promote the American dream of what a women’s body should look like. They advertise their products in hopes for consumers to buy them, so they can look like the models pictures in the ads. Behind these ads, advertisers tend to picture flawless unrealistic woman with the help of Photoshop. In our society today to look like a model is an American dream and can be the reasons why we fantasizes and buy these products being advertised. “America’s consumer economy runs on desire, and advertising stokes the engines by transforming common objects;signs of all things that Americans covet most”(Solomon).

As the article “what we are to Advertisers” by James B Twitchell informs that Advertisers use the strategy of positioning to attract consumers to their product. Positioning is a marketing strategy that exerts a brand to get the attention of customers. The product itself doesn’t even have to attract the consumer, the advertiser just needs to make an ad that creates a spark into people's minds. Although a product might be similar to its competitors, an ad can make a difference with how they are interpreted. Twitchell makes to understand that even though all of us are put into a category, we somehow all connect.

At quick glance of Fahrenheit 451, the first thing that is seen is a deep meaning. If society was in need, would you be like Montag and try to help save mankind? In Fahrenheit 451 by Ray Bradbury, mindless television is shown in a way that Mildred is so consumed in the T.V. that she doesn’t pay attention to anyone else. Persuasive advertising is shown when Montag gets on the train and is surrounded by ads telling him to buy that product. The decline in a family unit is shown when Mrs. Phelps and Mrs. Bowles come over and talk about how having children is the worst thing that has ever happened to them. In order to scare us all into living a more purposeful life, Bradbury creates a society that is very similar to the one we live in today by highlighting

“Introducing the lasted, newly improved widget… anyone whose anyone has one… it is a must have!” These words sound familiar? This is due in part, because advertising today has taken such extreme measures to persuade the American public; materialism has become the most prominent and universal mentality. The need to have the newest and best has become an instilled characteristic of the average citizen. How, you may wonder, has the advertising industry become such a powerful entity? The answer is that propaganda has always played a vital role in society; this is not a new concept. Throughout history propaganda/advertising has been to entice, elude, and manipulate people.

In today’s society there are a plethora of ideas about advertisement. What would it take to meet societies want’s with the increase in advertising of new technology? In regards to four articles: “What’s Changed” by , Jane Hammerslough, “Urban Warfare” by, Kate MacArthur & Hilary Chura, “The Age of Reason” by, Kenneth Hein, “The Buzz on Buzz” by, Renee Dye. These four authors describe the many different angles that can be approached by advertisement. They have also shown some great aspects of the new uprising development of advertising technology in modern American society.

“The Language of Advertising” written by Charles A. O’Neill is an excerpt arguing as well as supporting popular criticisms against the advertising language by William Lutz, and other known criticisms of advertising. The concept of advertising is not something that has only been popular over the recent decades, but has been used as far back as the World Wars. The use of propaganda attracted thousands of eyes to the War, and without knowing it, created what we call today as typical advertising. After WWII many people with good reason, were concerned over the topic of scientific success, due to the recent usage of the Nuclear Bomb by the United States. Many giant American corporations started creating new materials, fabrics, vaccines and machines (the most important being plastic), thus creating a new wave of marketing. Now this process never stopped and has not stopped all throughout the past decades, our own, and the ones to come. But as newer, bigger and better products or services are created nobody really understands the power of how they marketed or advertised. Well “how does advertising work? Why is it so powerful? Why does it raise such concern? What case can be made for and against the advertising business?” (O’Neill 369). For you to understand the concept of advertising, Charles O’Neill makes it clear that you must first understand that it’s not about truth, virtue, or positive social values, but money. The most popular “tool” that advertisement creators use is that

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.

In “Propaganda Techniques in Today 's Advertising” by Ann McClintock, the author discusses how Americans are being brainwashed by advertisements and the different techniques they use to catch our attention. Ads are simply everywhere we look, it is impossible to get through the day without seeing one. All advertising companies put tons of research into how consumers spend money or even vote. Once these companies finish their research, they create advertisements that appeal to the masses. The basic propaganda techniques that McClintock writes about are Name Calling, Glittering Generalities, Transfer, Testimonial, Plain Folks, Card Stacking, and Bandwagon. Each one of these propaganda techniques is used in specific ways by advertisers to sell their product or service to consumers. I have selected a political ad which uses the Glittering Generalities technique, a coffee ad that uses Transfer technique, a soda ad that uses the Testimonial technique, and a soup ad that uses the Name Calling technique.

up about two thirds of the A4 sized advert. The picture is of a woman

Advertisements are a huge part of our everyday lives. We see different types of ads everywhere we look; while watching television, listening to the radio, riding on the bus and even walking around your school campus. It seems like the whole world is being flooded by advertisements.

“What is technology?” Have you ever marveled about the prominence of technology in our day-to-day lives? If you ever have, you have undoubtedly appreciated its complexity and its capability to make everyday responsibilities easier for yourself. For example, you probably admire how cellphones have completely eradicated the old-fashioned method of communicating, by sending mail to friends and relatives. Or how the invention of laptops and computers have brought up a new, more efficient method to stay in touch with the world, though the internet, rather than the previous method of newspapers. However, all these basic ideas of the importance of technology are ideas of what technology has done for you, and can be completely different for others. Have you ever wondered what technology has done for others, perhaps people not in the same circumstances as you, perhaps of a different age, religion, race, gender, or socio-economic status than you? Maybe you haven’t, but Microsoft, a leading technological superpower, certainly have wondered about this as seen in their “Empowering” ad.

Advertising has had a major impact on society. Some may be considered positive and some negative. Take a look around, advertisements are placed everywhere, television commercials, billboards, newspapers, and even on the sides of buses. Advertising is the basic form of marketing and trading throughout the world. Today’s society knows it as marketers trying to influence or persuade consumers into buying something. It also serves as a medium for services and businesses. There are many advertising strategies, but television commercials will always remain the number one strategy. Think about it, how much television is watched a day, probably a lot. What better way to advertise a product or service? Advertising has a positive effect on our economy. It does not only influence and persuade consumers, but it also benefits them in many ways. It also benefits manufacturers and their company, and the world as a whole.