These days advertising is very competitive, and for the advert to be effective it needs to be memorable and grab your attention. The society that you live in greatly alters the target audience, effectiveness and most importantly, the message. Messages portrayed by advertisements are dependent on the values, customs, desire and age of individual communities. Therefore products and services are suited better to some areas and age groups than others. The John Lewis Christmas advert (2014) and the Evian Water advert are prime examples. The message and content of the John Lewis and Evian Water advertisements have been significantly influenced by the facets of each social context, such as values, customs, desire and age to inveigle potential clientele …show more content…
The Evian Water advert is directed at a community that greatly values health and youth. The advertisement implies that consuming the product will bring health via youth, as babies are typically signs of good health. Health for one is pretty straight forward, as being unwell is unpleasant, and usually painful, mentally or physically. Therefore not being sick is valued in society. Youth is how health is portrayed in the advert. In the scene where the bottle of water appears and on the screen is “drink pure and natural” they are suggesting that their water will make you more pure and natural, and one of the most pure and natural forms is a baby. On the other hand the John Lewis advertisements biggest value is family. The hook of the advert is the story and uses family as the lure. …show more content…
The John Lewis advertisement key custom is Christmas. As it the John Lewis annual Christmas advert, Christmas is mentioned multiple times. John Lewis is and English store and Christmas is a tradition practiced in that country. Also it is a good opportunity for companies, as the public is spending substantial amounts of money during that holiday. An example in the video is at 1:54 and the boy is playing with his Christmas present, and the text appears which states, “Give someone the Christmas they have been dreaming of”. The second advertisement though having a far less distinct customs present, they’re still existent. The Evian Water Advert takes place in a modern, western city and has such customs appropriate as, appropriate fashion and hair, as well as the advert being spoken in English. These particular customs are appropriate because without them the entire setting would look out of place. For instance, the typical western fashion in this era includes jeans, denim shorts, skater skirts, solid colours, and more natural colour palettes present in clothing like tans, whites, blues etc. This is all present in the video. The message would be different if societies customs were dissimilar because customs help make advertisements more relatable and realistic. Customs in particular influence the idea of the advertisement, giving a sense of setting and determine the culture important to the target
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.
Most people, don’t stop and think how advertisers persuade you to buy their product. After reading Advertising’s 15 Basic Appeals, by Jib Fowles. I’ve learned that advertisers use one or more appeals in their ads, it can be used positively or negatively. While observing the tridents gum ad, it was obvious that the ad contained the need for sex, personification, and affiliation.
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
Like mentioned in the reading, “The depiction of nature in advertising disconnects and estranges us from what is valued, and we attempt to reconnect through products, creating a circular consumption.” Moreover, the media is the
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
If it were not for water there would be no life on our planet. Water is a fundamental necessity for our race to thrive on. That is why water is such a relevant topic for so many people. With the water industry trading in the billions of dollars, its quite shocking that Americans have just recently begun to question what it is we’re drinking and why. The author of Bottlemania, Elizabeth Royte, succeeds at persuading through her use of eye-opening propositions and inquiry. The author however fails to support
Advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. Whether they are on TV, radio, or in a magazine, there is no way that we can escape them. They all have their target audience for whom the advertisers have specifically designed the ad. When a company produces a commercial, their main objective is to get their product to sell. This is a multibillion-dollar industry and the advertisers study all the ways that they can attract their audience’s attention. The producers of advertisements have many tactics and strategies they use when producing an ad to get consumers to buy their product. These include things such as rhetorical
The commercials producers successfully capitalized on societies yearning to live a lavish and prominent lifestyle. The advertisement plants a growing seed inside the audience’s head that drinking Hennessy is an assure way to access a life of social elegance as well bump elbows the beautiful and wealthy. Possessing the skill and knowledge use a controversial substance and responsibly glorifying the drink is an exemplary method on how to market an ad. The Hennessy Cognac commercial is swarming with high-end materials: expensive cars, glistening jewelry, and designer clothing. It is understandable that society gets captured in the belief that Hennessy is the missing variable in the pursuit to live a life of luxury. Comprehending the dynamics behind marketing is a crucial skill when it comes to successful advertisement. Realizing the importance of selling a product that opens the doors to an iconic lifestyle is tremendous
In order for advertisers to gain consumers of their products, the advertisers know they have to use certain strategies to reach out to all the different ages. Children today consume vast majorities of media spending up to 44.5 hours or more per week watching television, on the
In Peter Gleick’s “Selling Bottled Water: The Modern Medicine Show” and Cynthia Barnett’s “Business in a Bottle”, bottled water is argued to be an excessive commodity falsely advertised as healthier and more beneficial than tap water to society and the environment. Both authors discuss that bottled water is actually equivalent in quality to tap water and in some cases even more hazardous to the human body. Public water itself is a less expensive resource that is more accessible to the masses. However, due to fraudulent companies focused on profit and the lack of effective oversight, people are deterred from realizing that there does not need to be an alternative to municipal water. Gleick
This brings me onto the next subject, appeals. Appeals are relating the audience with the product with a story and emotions. The positioning of the advertisements has to be put in spots where they will appeal to a certain audience. 40-50 year old males, teenagers etc. The can be a change from ugly to beautiful miraculously which would appeal to teenagers because at their age they are self-conscious. Statistics are also used to appeal to the audience. If the public hears statistics they are instantly drawn in. A perfect example of appealing to an audience is the notorious Nescafe advertisement. This consists of a man and woman who meet each other over a cup of Nescafe. There is emotion involved and this draws the audience in. There is a sequence of ads in this story and the audience is drawn in so much that when there is the nest sequence they are practically glued to the television to know how it ends. In thee and they get married, Of course every advertisement includes a cup of Nescafe but that’s what it’s there for
Advertisements are everywhere; no matter where you are there will be many different advertisements surrounding you. You see them on billboards, you hear them on the radio and Pandora, you are surrounded by them in shopping malls, etc. Have you ever wondered who created advertisements? I always asked myself that question because I was surprised by how many different advertisements there are. It was until I read “The Language of Advertising” by Charles A. O’Neill that I found the answer to my question. O’Neill believes that advertising language mirrors the fears, quirks, and aspiration of the society that creates it. I agree with O’Neill because advertisements are affected by society; if advertisements had nothing to do with society there would be no point in advertising objects.
Advertising remains within a perpetual state of change but the 1960s saw a significant change in the approach advertisers took to target consumers. Automation allowed for mass production of goods which meant that advertisers had to convince a consumer that a mass-produced item could be made personal and contribute to their individuality. Consumers were trying to be seen as individuals, this caused demassification as consumers began to be grouped into more and more refined categories. Advertising became less about what the product did and more about how the product contributed to individuality and advertisers used the counterculture and anti-consumerism as a way to target consumers. “The message in the new ads was quite simply, ‘buy this good to escape consumerism.’” (Reading, 7). This may be considered deceptive towards consumers as the advertising takes advantage of insecurities and consumers desperate want for social acceptance and individuality. There were multiple shifts in advertising formats the product-information format, product-image format, personalised format and the lifestyle format each targeting consumers in a different way, the final shifts were more effective in targeting those with an anti- ad mind-set
The role of advertisements are simply created to conform the assumptions about the people who are either viewing or going to purchase the product which is seen in the ad. Advertisers know that specific ads are more or less appealing to a certain social class, hoping that their product will successfully land in front of the eyes of their ideal consumer, who will then be motivated to purchase what is seen in the ad.
Advertising is one of the channels of social communication. The system of social communication provides not only the preservation and rebroadcast achievements of culture and cultural norms and everyday practices, but it is also a crucial part of the process of inculturation personality which is essential to the processes of social development as a whole. An important event in the evolution of modern mass culture was the so-called “visual turn” resulting from the multimedia revolution of XX-XXI centuries.This revolution led to the dominance of visual cultural forms, including outdoor advertising as a mass phenomenon culture.