Language of Media
"Advertising does not merely sell up products, it sells us lifestyles"Today's advertising has a lot of different strategies to try and get a consumer to buy their product. Over the last twenty to thirty years the art of advertising has been dramatically changed. After the introduction of television the face of advertising had its first major change. The companies had the ability to show people how their product could change some ones life and make people feel better about themselves; this was the start of a new era in advertising. With the introduction of Television products started to change their ways of advertising so their product was aimed more at advertising idealistic lifestyles and the way people look and feel to promote their product.When you take a look at the television in today's lifestyle you usually see young, fit attractive people doing things that you want to do for example use or consume the product they are advertising. On the other hand you sometimes see older women using cleaning products to make their house hold a better place, you very rarely see older men enjoying something that they are doing because of a product, this is because the products are making more money off women because they usually h
This form of advertising is aimed at bringing you into some ones life and watching their problems unfold and be fixed bye the amazing product. Although people may not notice it, Television is very sexist in promoting their products for example you never see a man working in a kitchen or cleaning the bathroom, it is much more likely that you will see him sitting in a couch watching Television while the perfect wife in the perfect house hold makes the perfect meal. Normal is another other "testimonial" strategy used in these ads they aim to have a unattractive "normal" looking person that you can relate to, for example the Napisan advertisements, after they have used the product they tell you how much better it has made their life, people want to be like these people and have nice white cloths so they think about buying it, this is only because they want to have the same easy cleaning life style as the person in the ad. It is very clear that advertising does not merely sell up products, it sells us lifestyles. In reality none of this would really happen, it is the companies showing the idealistic lifestyle, which is totally wrong and should be banned from television, but it is actually what people want to see so they can aspire to be like the people on the advertisement but they don't actually realise that they are doing it. It is a "slice of life" it takes a story out of some ones life and shows you what is happening and usually the product is the hero. One of the ways that the companies sell us products is by using a strategy called "Testimonial" there are 3 main kinds of people that they use in these "testimonial" ads, Famous, Normal and Expert. Although it might seem to a bad thing for companies to sell life styles it does keep people up to date on what is happening and keeps people interested in products, if we did not see lifestyles on television we would simply be a lot more individual. Expert is also another "testimonial" used where the is a person wearing a white coat and they are telling us that the product is "scientifically proven" to work, the consumer looks up to these people thinking that they actually know what they are talking about, but in reality it is probably just a paid actor saying some convincing words of advice. The other way that they can use "Dramatisation" is by using the play on emotions tactic, this is when a person could be embarrassed for example, and the only thing that saved them in the story was the fact that they used the product or they didn't how much it could have, take the "PK" gum advertisement for example. Using famous people is a great way to sell products because people can associate the person with the product, the other point to them is that people want to be like the famous person so they will buy that product so they will look the same and have the same lifestyle as the famous person. There are many different ways that companies sell their products the main way is to use advertising, and advertising lifestyles is the best way. Dramatisation is a major part of promoting life styles on television. andle the money around the house hold, earlier in advertising the advertisements were aimed totally at older men because they held the money in the household but the company's have started to realise that women play a major part in deciding what the money gets spent on, this is why you see a lot more younger working women in ads than older men.
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