Chapter Seven Of Practice's 'Practices Of Looking'

Advertisements have become a huge part of society in the modernized world of today. Around the world, many people can see all of the various advertisements not only on TVs and newspapers but also on billboards, buses, and walls of buildings. Advertising is an influential part of life and we can easily realize that it has useful purposes for public and private manufacturers and companies throughout the world. Advertisements can either give consumers a great amount of knowledge about the products or just convince them to buy and want the products. Advertisements also help sell the products which keep the economy growing, but people should also be aware of how much they spend because they may not actually need every product that they see that they want to purchase. In the Daisy by Marc Jacobs’s perfume advertisement, the artist uses many different techniques to emphasize the advertisement. Some of the different techniques that the artist uses are color, symbolism, and composition.

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

Vision and the act of looking is an important and recurring theme in many horror films. In early gothic literature, such as in Guy de Maupassant 's Le Horla, the author presents vision as definitive and universal proof and stresses the importance of seeing as well as the act of showing gore. As a society, we are routinely told ‘seeing is believing ' in the wake of any paranormal or supernatural phenomena, placing weight on the tangible. However, as science and technology have progressed the faithfulness of visual representation is increasingly throw into question, which in turn has led to societal anxiety. A few years earlier, video footage of an event rarely had its validity questions, whereas now it is easy

Kilbourne demonstrates three major main criticisms of advertising. First, advertising objectifies people and objects for the purpose of sales. This critique promotes products as more important than people and exploits human deeds and desires. Kilbourne offers ample evidence to support her first criticism of advertising. For example, Kilbourne examines advertisement such as the Thule car-rack - which humorously places more value on sports equipment been a child's life - is evidence of the trend that advertising is “objectif[ing] people…trivializ[ing and exploiting] our most heartfelt moments and relationships. Every emotion [,person, animal, and natural phenomenon] is used to sell us something” (Kilbourne, 2006, 369). Second - according to Kilbourne - advertising promotes and perpetuates the unnatural passion for products rather than personal relationship. “Advertising corrupts relationships and then offers us products, both as solace and as substitutes for the intimate human connection we all long for and need” (Kilbourne, 2006, 370). Within this concept, advertising also commits ‘cultural rape’ by manipulating sacred symbols for their utilization as emotional leverage in advertising. Third, advertisements damage the personality and structure of culture. For example the Giwch’in tribe’s traditional culture was almost erased by the introduction of advertising through television. “As multinational chains replace local character, we end up in a world in which everyone is Gapped and Starbucked…[Thus] rampant commercialism undermines our physical and psychological health, our environments and our civic life, and creates a toxic society” (Kilbourne, 2006, 371), which robs individuals of cultural and personal diversity. Based on the evidence presented by Kilbourne, I strongly agree with all three of these

During the 1920’s, advertisement has changed in many aspects of American culture. Although the concept of advertising has existed in the United States since the establishment of the thirteen colonies, the American advertisement became what it is today as in a result of the 1920’s. During that time, most of propaganda techniques, that were used in modern times, were officially established and perfected. However, advertisers find great accomplishments with the different techniques such as psychology of advertisement, brand consciousness, therapeutic ethic, and even the use of women image use on consumers that will master mind the advertisement culture.

According to American historian Daniel J. Boorstin, “We read advertisements to discover and enlarge our desires. We are always ready—even eager—to discover, from the announcement of a new product, what we have all along wanted without really knowing it.” We live in the age of advertisement and competition, where each advert tries to act like a magnet and pull you toward its product and permit you to do specific actions. Advertisers use logos, ethos, and pathos as special advertising techniques to help them achieve their task, which is to grab your attention. They are concerned with giving you what you want so that they gain money in return. Yet they will also attempt to make you believe that whatever they are representing is not just something

Advertisements are by nature build upon the three persuasive principles of Aristotle’s tradition: ethos, logos and pathos. The way these powerful tools are used is not always ethical, in the sense that, too often, they are used, maybe also unintentionally but still, to convey the wrong messages. This is the case of the advertisement made by Gap U.K., the famous American clothes shop, now popular all over the world. In this essay I am going to deeply analyze the advert using the techniques of the Visual Analysis. I will start with Panofsky’s Iconology, which consists in describing a picture according to three level of analysis (Primary, Secondary and Tertiary).

Most advertisements involve some sort of emotional appeal: images of charming animals, humorous slogans, delicious food, attractive models. However, advertising’s goal—to convince the consumer to purchase a product or service—does not hold the same personal connection that a child’s persuasion of a parent holds. The lack of longevity and impersonal nature weakens its effect; therefore, emotional appeals are given higher legitimacy. Regardless, one may argue that certain aspects of advertising—like images of near-perfect humans—may detriment one’s thinking and expectations. However, this is not applicable to all, as the severity to which it affects one varies, and it does not directly relate to the legitimacy of emotional appeals, as the intents of most advertisements is not to nurture feelings of insecurity and

The term consumer society goes beyond the mere act of shopping and the functional use of goods with contemporary

Melissa Rubin, a student attending Hofstra University, wrote an analysis called, Advertisements R Us. She evaluates a Coca-Cola ad in 1950, and endeavors into how advertisers persuade their audiences to buy their product. She then discusses the background of the company and further explains the relevance of the culture of the fifties and how it varies from modern society. Rubin ultimately concludes with the overall message Coca-Cola is conveying about their company to their consumers In the first paragraph of Rubin’s analysis, she discloses the secrets of advertising.

Newspapers, Magazines, Television, Online… advertising is everywhere. Within the myriad of advertisements displayed in front of viewers every day, there are appeals. Society neglects and overlooks these marketing strategies that toy with their minds, resulting in skyrocketing purchases after the release of an advertisement. In “Advertising’s Fifteen Basic Appeals,” Jib Fowles identifies the appeals he believes are implemented in advertisements. These appeals include sexual innuendos, powerful images, or comforting displays which draw the audience into the desired product. After analyzing the ads within the Vogue January 2018 edition, an extremely popular fashion and lifestyle magazine, the demographics can be determined as a market with expensive taste. The graphics are extremely feminine and contain Fowles’s previously mentioned appeals, like the “need for prominence.” Although not all of the fifteen appeals apply to these advertisements, Fowles’s list is still valid and does not need revisions as the readership of Vogue magazine is just a small sample of the population. Through the appeals of each advertisement, this clear readership is developed, rather than using all of the Fowles’s appeals and not addressing the correct audience.

Advertisements play such a power role in the media area. Advertisements don’t just sell products, they are now showing a way of life, they sell values, they sell body image- the ideal body. We are said to be exposed to an esitamted ‘range from around 250 per day on the conservative side, to 3000 and above’ [1] of adverts. They are now showings us what to strive for within our looks and what we wear. Our hair colour and style and it seems apparent that all

In our everyday lives, we are constantly overwhelmed by marketing and advertising in numerous forms. Whether it 's a commercial, billboard, poster, flier, online networking, or anyplace a man looks, he or she will regularly see some type of advertisement. These advertisements employ a variety of schemes with a specific goal to catch our attention and ideally spend our cash on the item or service. In addition to that, special materials like posters and billboards try to impart a message to society. Each print advertisement or commercial conveys a particular message that is connected with the marketing objective of the advertiser. These different forms of advertisement convey their messages through logos, ethos, and pathos appeals. A particular ad by Nike communicates its message through these particular methods of persuasion in their “WHERE LEGENDS ARE MADE.” ad.

Women have been hyper-sexualized for a long period of time and up until now women have not been treated well in the media. Advertising tends to shape people’s perceptions and ideals and thusly forms the consumer’s minds to believe that what they see in advertisements is what should be manifested in their own lives. At first glance, people may think that advertising has no long term effects on consumers, when in reality studies have shown that even those short and simple advertisements can have long lasting effects on naive minds. Some of  these simple advertisements include advertiser’s using catchy tunes, the right use of color and boldness, and a good product placement in their advertisements. Advertising has used several different tactics in order to sell their products. One of those tactics is “Through the male gaze, the female body becomes territory” (Ponterotto 2016) and another common tactic is how advertisers use sex to sell their products. More importantly, an advertiser's goal is to try and target the consumers insecurities in order to sell their products. Since the 1980’s, sex in advertisements has increased dramatically and will continue to increase if it means that the advertiser’s will make profit. More specifically, advertisements have directed values that state women should look a certain way in order to live up to societies standards. Up until now, women have been taking these advertisements negatively and buying into the idea that they need to look a certain way in order to be considered “beautiful.” We now hypothesize that the negative connotations that have once been associated with women in advertising and is taking a drastic turn and turning into a more positive connotation.

Firstly it is important to explore the concept of advertising and its link with the consumer culture we live in today. Advertising is greatly linked with the growth of a consumer culture and the mass migration from the rural to the urban. The shift from an industrial society to a consumer society was helped by advertising. This is further iterated by Slater (1997) who proposed that consumer culture is linked to