Persuasive Ads
The purpose of an ad is to show the world what a
particular company is selling and attempt to persuade you into purchasing
it. Advertisers use different ways of persuasion to convince the consumer
their product is something they need. By using celebrities, humor,
slogans, and repetition, companies are easily able to persuade the general
population to buy their products. For example, the advertisement below
shows a picture of a well-known celebrity, Kim Kardashian, advertising
"Skecher's Shape-Ups" (Photo 1).
Kim Kardashian is shown here in petite work-out clothing, showing off
her sculpted body. Because Kim Kardashian is somewhat of an
"idol" to people, this advertisement is very persuading.
"If you wear these shape-up shoes, you can also look like Kim
Kardashian." In reality, Ms. Kardashian uses several work-out
routines and a strict diet to keep her body in perfect shape. The text in
the advertisement says, "Try these Kardasian-approved Shape-ups,"
which can deceive you into thinking that this is a product she uses all the
time.
Persuasion
advertisement often uses the faces of celebrities because celebrities are well
known across the world and are often cherished because of their beauty.
"Covergirl" is a very popular make-up brand that uses
celebrities in almost all of their commercials and magazine advertisements.
The following advertisement shows a picture of Drew Barrymore, an
actress, and her flawless face (Photo 2).
Many women are looking for that "air-brushed" face of
perfection. This advertisement is very persuading to women. Using
“Covergirl’s TRUblend Minerals” enhances Drew Barrymore’s flawless face.
This type of advertisement can be very misleading because when it comes
to photo-shoots, there are many adjustments made. Also, hundreds of
pictures are taken to get the "perfect" look for the advertisement.
So, not only are the photo's technically enhanced to perfection through
different means of technology, but it takes hundreds of difference snaps to get
the picture just right. This advertisement is persuading women that if
they use this make-up they will look as "perfect" as Drew Barrymore
does in this advertisement.
The problem is,
when glancing at a picture in a magazine or looking up at a billboard while
driving down the highway, the first thing that pops in our mind is not how
persuading these advertisements are. You don't think about how long it
took to grasp the perfect picture or how many adjustments had to be made in the
process of creating the advertisement. The first thing you think is,
"Wow, I could use that." This is the reason why advertisements
are so effective.
Stereotypical Ads
What is a stereotype? According to Collins English Dictionary, a stereotype is, "a set of inaccurate, simplistic generalizations about a group that allows others to categorize them and treat them accordingly" (Dictionary). Companies use stereotypical advertisements to appeal to a specific "group" of people that would most likely purchase their product. These stereotypes can be based upon age, race, gender, financial status, or social status. The image shown below is one of "Versace's" many stereotypical advertisements. "Versace" is a very price and exclusive clothing brand and their advertisements exploit a specific image (Photo 3).
This advertisement shows a picture of Madonna
dressed perfectly sitting at a desk. Also, the "loud" purse in
the left corner is the largest product in the image, which leaves me to believe
it's their main selling point. This company targets a specific wealthy
group of women. The office setting reflects a hard working, yet confident
woman. Advertisements like this are not directed to middle-class
consumers, it's stereotype consumer is clearly presented.
On the "Versace" website, under the "about" column, I found some interesting verbiage, "These dresses are made for an elite, who knows about their impact on the red carpet – created for powerful women like Angelina Jolie, Nicole Kidman, Jennifer Lopez, Claudia Schiffer" (Versace). Because of the elite and wealthy social group this company targets, it's brand is praised throughout the world. If you can afford "Versace," you're somebody.
Advertisements are definitely not limited to just women. There are many advertisements that are stereotypical based on gender targeting mostly men. Alcohol advertisements in particular are worthy of this. Other than wine and a few light and fruity alcohols, men are the most popular stereotype when it comes to drinking. Also, because college is supposed to be the "party years," it's often portrayed in many alcohol commercials or advertisements. Below is an advertisement by "Jose Cuervo," which is a tequila (Photo 4).
As you can see, the ad shows a man, in his early
20's, on a beach surrounded with many women in bikinis. This
advertisement is targeting young men and convincing them to purchase their
product. The slogan, "Assemble your fantasy team," is also
reflected in the image. Using gender, sexual preference, and social
status, this advertisement was created for a specific "type" of man.
Stereotypical advertisements can be dangerous. Not only is the company targeting a specific "group" of people, but it's also showing the world how "cool" that group can be. This combines both stereotypes and persuasion because the ads can persuade a consumer to change who they are in order to fit into that particular stereotype.
Controversial Ads
Controversial advertisements are found in a numerous amount of places. The most controversial advertisements include a mixture of stereotypes, persuasion, and walk the thin line of "freedom of speech." They can be hurtful, derogatory, disrespectful, and demeaning; but, they still catch your eye and make you think. The following advertisement is a clear example (Photo 5).
This
controversial ad is one of a series of ads published on behalf of New York
City's mayor, Michael Bloomberg. I believe the mayor's intent on these
ads is to help prevent teen pregnancy; however, they are clearly controversial.
While teen pregnancy is on the rise, this advertisement is very demeaning
and disrespectful for teen parents. Because the advertisement is so blunt
with the written words "I'm twice as likely not to graduate high school
because you had me as a teen," next to a toddler crying, it really makes
you think. So, is this advertisement effective? Is it okay to
advertise in such a controversial way on this delicate subject? That's up
to the consumer to decide.
Not all controversial advertisements get published or stay valid for very long. Some ads are so racy that they cross that thin line of "freedom of speech." Below is an advertisement from "Burger King" that has been banned. I'm sure you can guess why (Photo 6).
Even though this ad has
been banned, the thought that "Burger King" would even attempt to
advertise in such demeanor is shocking. This image is clearly sexist and
the slogan in the advertisement makes it even worse. I'm sure the company
was trying to take a more "humorous" route with this ad; but, just
because one person or a specific gender may find it funny, the other may not.
As a woman, I find this article sexist and inappropriate and will
probably never eat there again. This advertisement is just one of many
controversial advertisements found across the world. Yes, this particular
ad affects me, but if it were an advertisement disrespectful towards a
different gender, would I then find it humorous?
Advertisements can be controversial to specific
people, religions, genders or race. For example, "Taco Bell's"
most famous advertisement was the talking chihuahua, "Yo Quiero Taco Bell.
However, the controversy with mexican culture raised eyebrows.
What's Really Being Advertised?
The purpose of an advertisement is to sell the company's product. Whether they be disguisedly persuasive, stereotypical, or controversial, advertisements affect people. They affect our willingness to consume and can even affect how we judge ourselves or others around us. The most important thing when looking at an advertisement is to prevent from being deceived. In order to do that, you must pick it apart by taking a closer look on what is they want you to see, and what is really being presented.
References:
"Stereotype." Collins English Dictionary - Complete & Unabridged 10th Edition. HarperCollins Publishers. 25 Apr. 2013. <Dictionary.com http://dictionary.reference.com/browse/stereotype>
"Atelier - About - Versace 2013." Versace 2013. N.p., n.d. Web. 25 Apr. 2013. <http://www.versace.com/en/atelier/about>.
Photo 1 retrieved from: http://www.fyiliving.com/health-news/kim-kardashian-skechers-ad-the-toning-sneaker-scam/
Photo 2 retrieved from: http://coolspotters.com/actresses/drew-barrymore/and/health-beauty/covergirl-trublend-minerals-bronzer/media/2234451#medium-2234451
Photo 3 retrieved from: http://allaboutmadonna.com/2005/01/versace-ad-in-vanity-fair.php
Photo 4 retrieved from: http://medialiteracyproject.org/deconstructions/jose-cuervo-fantasy-team
Photo 5 retrieved from: http://nyunews.com/2013/03/13/pregnancy/
Photo 6 retrieved from: http://globalvoicesonline.org/2009/06/26/singapore-infamous-burger-king-ad/
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