Advertising and its Appeal
Advertising and its Appeal on Society Today we live in a society that is being dominated and confounded by commercials and ads. A new age, which could be referred to as the advertising age where commercials and ads tell us what is a necessity and what isn't. Howard Luck Gossage in his book Is There Any Hope for Advertising? Stated that there are ads and commercials everywhere around us in which there is no escape. "I like to imagine a better world where there will be less, and more stimulating advertising. I suppose all of us would like to see this come to pass, it would certainly clear away some of the confusion from advertising's murky picture and make it easier to comprehend" (7). Ads and commercials have flourished everywhere like a virus, once it strikes there is no way we can remove the marks it left behind. It creates this blurry, confusing picture, a "murky picture" as Gossage stated, which most people won't find the genuine truth behind what the product really mean and if its really useful or not. Advertising forces consumers into buying products by manipulation which make the customers buy products they think are good for them when in fact it isn't and they do this by appealing in their innermost desires. Ad
In one of Calvin Klein ads for "Obsession" cologne for men, featured a young beautiful woman naked. The commercials of Bally's Total Fitness, 24 Hour Fitness, and many other gym commercials try to overwhelm the viewers with the distress that if they don't join the gym, they will be unfit, unattractive and therefore unwanted. Super: If only everything in life was as reliable as a Volkswagen" (Kanner 105). vertisers are aware of the cultural need of acceptance and people's insecurities and takes advantage of these desires to persuade people into buying their products. Brennice Kanner in his book "The 100 best TV Commercials" wrote that by showing this woman in the commercial empowered and making these decisions was definitely a side bonus that attracted female purchasers' (105). Calvin Klein ads are best to illustrate how sex appeal is being used in their commercials and ads. In one of its recent ads about mascara, Maybelline featured Sarah Michelle Geller who is a very well known, famous actor walking with her flaunful looks and immaculate beauty asking: "Tired of using all these different brands of mascara that smears and smudges? Now get the look with the new water proof Full'N Soft mascara that won't run smear or smudge!" This commercial is primarily implying that without using maybellin's new mascara, women will have smudges and smears all over their faces and they won't look as ravishing as Sarah Michelle Geller. An additional example of a company, which uses very interesting slogans, is Coca-Cola. Advertisers try to persuade the customer by developing commercials that will evoke fear into the consumer from the consequences of not buying their product. It essentially aims to cause the customer at least look at the article to see a picture or a name of the product, which is being advertised. One of them asks, "I wonder what it tastes like?" His friend then answers, "My dad says it's like kissing a girl," the little boy then takes a sip from his Coca-Cola bottle; "Is it like kissing a girl?" his friend asks. Sexuality in advertising is now a major area of ethical concern, though surprisingly little is known about its effects or the norms for it's use (Advertising Age 34). The boy finally replies, "I hope so. This also makes the viewer ponder why the girl in the commercial is throwing away all her valuable items. Coca-Cola created its different commercials taking into consideration the different age groups who will be viewing their commercials, which makes the commercial more effective by grabbing everyone's attention.
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Acceptance Essays
