The Candies Foundation: Candie's PSA Campaign

I’ve always believed woman have been misconstrued throughout the media, especially in the beauty industry. The Dove Campaign, Onslaught, is a primary representation of this idea which truly stands out. Unfortunately, this one minute ad portrays a younger girl growing up in a toxic environment due to the use of both photo enhancing elements and other factors which can ultimately be detrimental to oneself. However, this is a great insight produced by the company, Dove, and shines light on a topic that is meant to be perceived as what society believes is “normal”, but in reality numerous of the ads we as individuals see are all somewhat altered to an extent, if not completely changed through the use of photoshop and other image altering medians.

1993: Understanding the target audience and finding the ‘right tone of voice’ was key to the planning of an advertising campaign for Lil-lets tampons. Its aim was to recruit girls aged 11-15 to the brand, encouraging users to persevere even if they found it difficult at first. Research found humour and openness were the most successful tones, which in turn allowed the creative solution to take a bolder, more positive and less clichéd attitude.

Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used.

Recently American Eagle’s lingerie brand, Aerie, completely changed their advertising campaign to AerieReal. The AerieReal campaign consists of only un-retouched and no Photoshopped models. Before the AerieReal campaign, Aerie used models that were retouched and Photoshopped to make the models appear skinner and “more attractive”. The AerieReal campaign’s focus is to defy what other lingerie brands, such as Victoria’s Secret, sell in their advertisements. Aerie is trying to challenge the message of true beauty is only if you are skinny by saying that “The real you is sexy”. Aerie is accomplishing this by changing their advertisements in the hopes that girls will grow up to be socialized with a more positive and inclusive message, defy gender roles associated with women, and lastly, confront stereotypes of white and colored women.

The second rhetorical appeal, pathos, is used in this commercial. Teen violence is becoming the norm of young ladies. People look at young ladies as angels. As they can do no wrong. But that was back in the day of our mothers and their mothers. Times have changed in the twenty first century. The mass media has increase the context of violence throughout the years. More than ever, young ladies are dreaming of becoming the next reality star. Shows like “Love and Hip Hop Atlanta” and the “Bad Girls Club” promotes violence and the lavish life of money. Sex and drugs also play out on these shows. According to Eugene V. Beresin, Director of Child and Adolescent Psychiatry Residency Training at the Massachusetts General Hospital and McLean Hospital,

In today’s society it is being brought to the public’s attention more often than before that women deserve to be treated fairly. It is discussed on social media and has been viewed on television advertisements. The feminine product seller, always, advertised a commercial. A director named Lauren Greenfield asked girls if they have had some kind of setback when trying to accomplish something because they were a girl. All of them said yes and explained their thoughts. Another advertisement was by Levi jeans and singer/songwriter, Alicia Keys. The setting took place in Brooklyn, New York and she was shown smiling and walking on the sidewalk, interacting with her fans. Also, other women were dancing, and one girl was jumping for joy in the air. Her song 28 Thousand Days was also being played throughout the commercial. Although these two advertisements are trying to sell a product, they are actually influencing women in a positive way.

Artist Britney Spears released her album release of “Oops I Did it Again,” she instantly became an icon of empowerment for female teenagers. Sixteen year-old Britney released a music video for “Hit Me Baby One More Time” with her breaking out of her catholic school uniform. This imagery encourages teenager girls to dress profoundly and create a want to buy clothes accordingly. The ideals this portrays completely terminates any chance of self confidence and increases an anxiety and constant worry of how a girl will think of herself in the future, one outfit and day at a time. Girls are influenced by this and may not even realize. Rather than feeling good, women feel they need to be noticed and look good for people. I’ve never met another woman who isn’t affected by this. The pressure on women to present such sexual clichés is caused by marketing in all areas. Women are not sex objects and should be proud of themselves for how they truly are. The fact that there are people who enjoy putting advertisements to create these insecurities sickens me. I understand the marketing tactics behind it and how it will make imaginable amounts of money, but as a heavy believer or morality, this is unacceptable and people should want to make a

This advertisement was found in Teen Vogue, a magazine that you will most likely witness a young girl of any race, ages 14-20 reading. The magazine economically targets a well off to rich, wealthy upper class audience due to the many advertisements for designer brands

There are very few ads being circulated that show women containing strength and intelligence, not just beauty. The Always commercial was able to show all of these traits, and it is not the first time a feminine care product utilized a female empowerment approach; however, it is one of the few to have seen the Super Bowl spotlight. In a time where substitute brands have moved on to other topics, Always’ message remained focused on product performance. Judy John, the chief creative officer of the company, was quoted saying: “We set out to champion the girls who were the future of the brand. Girls first come in contact with Always at puberty, a time when they are feeling awkward and unconfident-a pivotal time to show girls the brand’s purpose and champion their confidence” (D & AD, n.d., para. 3). The advertisement showed that until society convinces them otherwise, girls grow up believing they are strong and capable of doing anything boys can do, and that the phrase ‘like a girl’ is detrimental to developing young girls. Although this advertisement displayed a powerful message for young girls, any audience can benefit from having seen it. People of varying races, ages, and genders participated in the demonstration of the ‘like a girl’ advertisement and it shows that there is a widespread commonality that people think this is an okay phrase to use. The message was received well by

In the video, Killing Us Softly: Advertising’s Image of Women, the way women are portrayed in advertising is explored in great detail. The video exposes the gender stereotypes that are depicted in advertising on a regular basis. The effects of mass advertising are also explored particularly the effect of objectification of women on young girls. Young girls and women are affected by these constant and never-ending advertisements sexualizing women and marginalizing them to a desired look, which is unrealistic for most women. These advertisements send a message to women that if they don’t look like the women that are being portrayed on TV, they are not worth much. Young women and teenagers are influenced even easier. Media pushes the message to young kids that their self worth is determined by how they look and what they wear.

Al., 2013, p.152). Magazines are notorious for influencing girlhood with their catchy article titles, fashion advice, and celebrity endorsers. Girls use magazines to look to their favorite, role-model celebrity for fashion and sexuality advice. Cory, age 12, claimed she was a fan of Miley Cyrus, and noticed how she and other girls buy certain things because their favorites celebrities have them as well. This is an example of how the pervasive and powerful marketing to girls presents them with the possibility of “being” their favorite celebrity by adopting their style (Jackson et al., 2013). These are but a few girls out of millions who recognize the media’s advertising tactics, and it does not improve from

The Miracle of Barbie Barbie’s advertisement is an excellent example of how marketing can shape a group of people’s identity and representation in whether society or culture. The main and first role for making Barbie’s advertisement is to attract children or more likely girls. The controversy is so obvious that whether consciously or unconsciously this advertisement has another significant role in the society; shaping and creating quandaries for females in both philosophical and cultural aspects is another important role of Barbie’s advertisement. This advertisement has been effective in benefiting and promoting the company and helps them selling their product and reach their goals, although the advertisement’s negative side has been more

Since more consumers are more aware of social issues they are more likely to purchase items from companies that align themselves with these ideologies this in turn will create sales for Always since they support social issues. Along with that the advertisement used women and girls of different cultures. Often we see companies attempting to be socially responsible but they tend to leave out people of different races. By being culturally inclusive Always has now marketed to not only white women but women of all different races. This evidence further supports that the Always “like a girl” advertisement is

The intended audience for this are the whole entire population because who doesn’t want to freshen up their breath. The candy brand name is “Life Saver” which probably mean it will save individuals from having a bad breath in a formal situation. It also targets the people who are conscious about their weight since each candy is only ten calories. This advertisement is very informal and funny since it uses slang words such as “lotta.” The person who designed this advertisement has a good sense of humor since he utilizes a pun in the ad which is “hole lotta fresh.” This image is very memorable since of the pun and the big image of the candy.

Society has ascribed to women the negative gender stigma that they are weak and incapable. One obvious manifestation of this is the mocking phrase that someone does something, such as run, fight, or hit, “like a girl”. While most people say this phrase as a joke, it truly does have an effect on young girls. In the Always “Like a Girl” commercial, parent company Proctor and Gamble presents the statistic that girls ' self esteem drops dramatically during puberty (AlwaysBrand). Although Always is attempting a new tactic to reverse the negative gender stigmas of women by focusing on the core of the problem, puberty, the point in girls lives when they stop perceiving themselves as strong and capable, Always’ morals have flaws. Large advertisement campaigns like Always determine how well a product will sell based on the response from the viewers. These advertisements represent large marketing investments balanced by the hope of reaping high increases in resulting sales. By juxtaposing the two ideas of the adolescent target market and the apparently feminist marketing campaign, this paper will examine the psychological changes during puberty and marketer’s focus on adolescent stigmas in an effort to demonstrate that the brand Always is not actually bringing a new face to feminism, just exploiting the issue for their own self-interested profit in sales.