Advertisement and marketing companies use a bunch of different methods to appeal to their audiences in getting people to purchase their products. These companies do research on what it is their specific group is entertained by or what appeals to them and then they implement these characteristics into their advertisements on the television, the newspaper, billboards, and etc. One of these methods I found to be of interest was the way companies used the desire by some to gain ‘sex appeal’ to better reach out to their audiences and making it seem as if one will be more attractive by using the certain products they’re advertising.
In this example, I’ll be focusing on a David Beckham ad for his cologne line, “Intimately Beckham Yours.” This ad shows a picture of a man (Beckham himself) standing next to a woman who is looking at him with a sense of passion. They are standing close together and it even shows the man with his hand laying upon the woman’s chest, and her hand touching his. The woman’s expression is one that gives the impression she wants to be close with the man and that she wants to closer to the man and perhaps intimately involved with him, hence the name of the product including the word ‘intimately.’ The man’s expression gives off a confident feeling, as if he knows he’s attractive and he knows that women want him. He’s looking straight at the camera as if he knows he can have the woman in the picture and any other woman if he wants to as well.
I think this ad is trying to give off the impression that by using this particular cologne, one may attract the attention of a woman or possibly more than one woman. By calling the cologne ‘intimately Beckham yours,” it implies the cologne will create intimacy between the one that uses it and a partner, and possibly make the user as attractive and as desirable as David Beckham. The ad also uses the method in which they use a celebrity to make the product more appealing to the audience. When people see that an attractive celebrity that is well known and that people like is using a specific product, they’re more likely to use that product as well because they want to be like that celebrity and they want to be as desirable and well known as that specific celebrity. That makes people want to go out and spend their money on that product because their favorite actress or athlete is using that product and if they use it then the item must work or it must make one more attractive and desirable to others. That is usually the mindset in people that advertisers go after and tend to exploit in their marketing strategies when it comes to selling their products.
The advertisement here used the characteristics of sex appeal, attraction, and intimacy to kind of appeal to the common man’s interest. Most men would like to attract beautiful women and be seen as sexy like David Beckham. In this case this advertisement appeals to the Men’s Men audience as stated by the book Signs Of Life In The USA. According to this book, the men’s men audience are into looking macho and having women fall all over them and being extremely desirable towards the woman. This ad demonstrates those specific characteristics in which the man has the confident look and the woman all over him and looking at him with desire and want. The ad uses those interests and plays its product on those certain aspects of what most men are willing to spend their money on. A lot of marketing and advertisement companies use this method to appeal to the better man.
Notice this advertisement did not use very much text to convey its message, it has a small symbol in the center that’s noticeable but doesn’t take the attention away from the picture. In this case I think the advertisers were going with a ‘picture is worth a thousand words’ message in their marketing. Maybe they felt the audience would relate more to pictures and symbols instead of text and writing. I think they decided that as men they would see the picture and pay more attention to the woman looking intensely and passionately at the man and notice the message that of the ad through the picture. The audience would probably make a bigger connection with the cologne and David Beckham through a picture rather than a statement. There isn’t any text, however, there is a symbol that includes the name of the product and it is placed in the center above the picture of the product. I think the symbol was placed there to give the audience a hint as to what product was being described by the symbol. The symbol is big enough to read and it is written in a sort of elegance to kind of give the impression that the cologne is an elegant and a formal product, also the way the man and the woman are dressed in the picture might also give off the impression that the product being advertised is meant to be an elegant and special type of cologne. It was meant to be worn by a clean and well-dressed man for a special occasion.
I think this advertisement did a lot to convey its message and stating what exactly they felt was the best characteristics to advertise their product to their specific audience. They gave the impression that their product would make the user sexy and attractive like David Beckham, and that it would provide confidence and create sex appeal and desirability. They did a good job to provide their audience with a clear picture of what one could be like if he buys this specific cologne and increased the credibility by endorsing it with a celebrity, hence, David Beckham. They promoted the concept of intimacy by naming the product ‘intimately Beckham yours’ and including a woman that is considered to be beautiful standing really close to a man and looking to him with desire and passion. This kind of gives off the feel of intimacy and once again, sex appeal. I believe the ad gives off a clear message as to what they’re attempting to sell to the audience and get this specific group of people to spend their money on.
All in all the advertisement company’s use of sex appeal and desirability is a clear method that works to gain an audience of men who would like to be seen as attractive and macho. Most would appreciate being desirable to a bunch of women and the advertisement and marketing companies attempt to play on this specific desire in most men. When a man sees things like this cologne give off an effect such as what was displayed in this particular cologne advertisement, they’re more interested and more likely to buy this specific product. Most men want and desire to be macho and to be seen as desirable so if they see another man gaining this kind of attention from using a cologne; better yet a celebrity, they’re more likely to go spend their money on it. This specific attitude is what advertisement and marketing companies play on and they also have a bunch of other methods they use to appeal to both this men’s men audience and other specific groups they want to sell to. Sex appeal and celebrity endorsement are just a few of their methods they’ve used to get people to purchase their products
Tuesday, September 30, 2014
Advertisement Analysis Essay Proposal
I propose an essay that has to do with the advertisement's marketing method of using sex appeal and making one look more attractive by using certain products.
In this example, I'll be focusing on a David Beckham ad for his cologne line, "Intimately Beckham Yours," This ad shows a picture of a man (Beckham himself) standing next to a woman who is looking at him with a sense of passion. They are standing close together and it even shows the man with his hand laying upon the woman's chest and her hand touching his.
I think this ad is trying to make the portrayal that by using this specific cologne, one may attract the attention of a woman or possibly more than one woman. By calling the cologne 'intimately Beckham yours,' it implies the cologne will create intimacy between the one that uses it and a partner. Also it implies that one could possibly get to be as attractive as David Beckham.
The advertisement here used the characteristics of sex appeal, attraction, and intimacy to kind of appeal to the common man's interest. Most men would like to attract beautiful women and be seen as sexy like David Beckham. The ad uses those interests and plays its products on those certain aspects of what most men would want to spend their money on. A lot of marketing companies use this method to appeal to the better man.
In this example, I'll be focusing on a David Beckham ad for his cologne line, "Intimately Beckham Yours," This ad shows a picture of a man (Beckham himself) standing next to a woman who is looking at him with a sense of passion. They are standing close together and it even shows the man with his hand laying upon the woman's chest and her hand touching his.
I think this ad is trying to make the portrayal that by using this specific cologne, one may attract the attention of a woman or possibly more than one woman. By calling the cologne 'intimately Beckham yours,' it implies the cologne will create intimacy between the one that uses it and a partner. Also it implies that one could possibly get to be as attractive as David Beckham.
The advertisement here used the characteristics of sex appeal, attraction, and intimacy to kind of appeal to the common man's interest. Most men would like to attract beautiful women and be seen as sexy like David Beckham. The ad uses those interests and plays its products on those certain aspects of what most men would want to spend their money on. A lot of marketing companies use this method to appeal to the better man.
Excercise #2
Project Web Exercise 2:
Brief Semiotic Analysis of Print Ad
How does the ad attract the viewer’s attention?
The ad uses large and bright yellow text on top of gray background to kind of bring attention to the message they’re trying to send out. The ad company uses the bright color and size to draw attention to itself and to make sure the important part of the advertisement stands out in the picture.
Why does the model look the way she does?
The model in the picture looks upset and sad, I believe she’s using that particular demeanor to portray someone whose feelings were hurt by the words on the advertisement.
What is the significance of her facial expression and how does that relate to the purpose of the ad?
The girl’s facial expression shows that she was hurt by the comment made on the advertisement. This is to show the viewers that words can really affect someone. The purpose of the ad was to put awareness to the fact that people’s words can be really harmful to someone and affect them emotionally and mentally, the facial expression on the girl kind of portrays that painful feeling that the advertisement is trying to express.
The ad is directed towards any and all of society and people. It’s really basing its message off of when people use the popular saying ‘that’s so gay’ to describe something in a derogatory way. The purpose was to show that when someone uses that expression it’s hurtful and it portrays that being ‘gay’ is a bad thing. This advertisement is trying to show how just those simple words may hurt someone’s feelings and by comparing it to a dumb cheerleader, the ad showed that putting anything in a derogatory way is hurtful. Saying that something is ‘gay’ in that context is the same as calling someone a mean name or just hurting someone’s feelings. The advertisement was trying to prove the point that being gay isn’t a bad thing and using the word in that context may hurt someone who is gay, just like being a cheerleader doesn’t mean one is dumb or doesn’t say smart stuff.
Excercise #1
Project Web Exercise #1
Reading The Text:
How, according to John Fiske, is television programming gendered?
According to John Fiske, advertisers appeal to the needs of their target audiences. Television producers base their program lineup on whether they’re appealing to the male or female gender. Depending on which audience they’re attempting to reach out to is how the schedulers and producers will set up their programming and then they will consider the needs of their clients being the target audience.
Why is male camaraderie such a common motif in “men’s men” advertising, according to Craig?
Male camaraderie is an escape from the overpowering of feminization and provides men with the time to spend with each other bonding over such things as sports, beer and cars which is what the advertisers see as a way to connect with men in their commercials. If they provide the fantasy of male camaraderie with their products during a commercial that is being shown during a general male television program that one usually watches with other males, the man might see the product as appealing to him because it relates to what he likes to do, which includes having fun with his buddies/ male comrades.
What roles do women tend to play in the two types of commercials aimed at men? What roles do men tend to play in the two types of commercials aimed at women?
In a “men’s men” commercial, women aren’t usually seen much unless they’re their as a sexual object of affection that is used to persuade the man that if he uses this particular product the “sexy” woman will want him.
In a “men’s women” commercial, a women is usually only seen as once again part of the male sexual fantasy in which he only sees her as a sexual object of affection that generally doesn’t require much commitment or stability.
In a “women’s women” advertisement, the role of the man is seen as the object of affection as well, whereas it is pointed out that the woman is seeking the man in the advertisement’s approval and may only receive it by using this product.
In a “women’s men” advertisement the man is seen as every woman’s perfect fantasy man; romantic, sexy, strong, etc. The commercial’s objective is to use the “perfect man” to persuade the woman into thinking that by using this product, she will also attract this type of “perfect man” and they will live to have a wonderful romance just like the one in the commercial.
Why does Craig believe that “ a threat to patriarchy is an economic threat”?
According to the article, he believes that if the role of women were to change, not only will society’s views and opinions begin to change, but things in the world will begin to change. The industries based on fashion, cars, sports, cosmetics, and a lot more will no longer have much to run off of because these things will become useless to many. These industries base their entire products off of the gender roles taken place in the world and if things were to change, these industries may take a turn for the worst, therefore making a huge dent in economic structure.
Reading The Text:
How, according to John Fiske, is television programming gendered?
According to John Fiske, advertisers appeal to the needs of their target audiences. Television producers base their program lineup on whether they’re appealing to the male or female gender. Depending on which audience they’re attempting to reach out to is how the schedulers and producers will set up their programming and then they will consider the needs of their clients being the target audience.
Why is male camaraderie such a common motif in “men’s men” advertising, according to Craig?
Male camaraderie is an escape from the overpowering of feminization and provides men with the time to spend with each other bonding over such things as sports, beer and cars which is what the advertisers see as a way to connect with men in their commercials. If they provide the fantasy of male camaraderie with their products during a commercial that is being shown during a general male television program that one usually watches with other males, the man might see the product as appealing to him because it relates to what he likes to do, which includes having fun with his buddies/ male comrades.
What roles do women tend to play in the two types of commercials aimed at men? What roles do men tend to play in the two types of commercials aimed at women?
In a “men’s men” commercial, women aren’t usually seen much unless they’re their as a sexual object of affection that is used to persuade the man that if he uses this particular product the “sexy” woman will want him.
In a “men’s women” commercial, a women is usually only seen as once again part of the male sexual fantasy in which he only sees her as a sexual object of affection that generally doesn’t require much commitment or stability.
In a “women’s women” advertisement, the role of the man is seen as the object of affection as well, whereas it is pointed out that the woman is seeking the man in the advertisement’s approval and may only receive it by using this product.
In a “women’s men” advertisement the man is seen as every woman’s perfect fantasy man; romantic, sexy, strong, etc. The commercial’s objective is to use the “perfect man” to persuade the woman into thinking that by using this product, she will also attract this type of “perfect man” and they will live to have a wonderful romance just like the one in the commercial.
Why does Craig believe that “ a threat to patriarchy is an economic threat”?
According to the article, he believes that if the role of women were to change, not only will society’s views and opinions begin to change, but things in the world will begin to change. The industries based on fashion, cars, sports, cosmetics, and a lot more will no longer have much to run off of because these things will become useless to many. These industries base their entire products off of the gender roles taken place in the world and if things were to change, these industries may take a turn for the worst, therefore making a huge dent in economic structure.
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