Firstly, what is advertising and why have we chosen this subject area to study and research? Advertising is “the buttress of a free and cheap press, which otherwise would exist only only by the conditional subventions of governments, parties and pressure groups. It is also the provider of free radio and television entertainment for millions daily.” (E.S Turner, 1965)This quote is actually pretty self-explanatory.The second quote was cited in Emotional effects of advertising on young adults of lower socio-economic statusby Andrew L. Mendelson Temple UniversityandPaul D. Bolls,Washington State Universityfrom the website stated.However, critique of advertising includes a Marxist view on it. this stresses the ‘astonishing effects of mass advertising and the retardation of social reform, is an undefined censure.’ On the other hand, the non-Marxist critique shows little agreement and ‘stretches over a wide range of accusations.’ These various non-Marxist criticisms dominated until 1975. This bit on critique is from Jib Fowles’ book on Advertising and Popular Culture.
Advertising is used across a very broad spectrum of mediums; print, TV, film, radio etc. So to avoid being too generic and vague, I’m focusing on TV and print advertising as well as two other topics:The effect of adults in advertising on childrenHow adverts with adults in have changedFirst thing is, why do companies use adults and children in pre-watershed adverts? Are they seen to be more influential to children who happen to see the advert?
ITV is the most famous channel/company who get their funding from advertisement breaks in and between programmes.The BBC doesn’t.The main purpose of these adverts is to implant idea’s or beliefs into the viewers minds that they need to buy a product or service, or that they need to follow the actors’ lead.An example of this is the Green Giant advert.
The parents want to install healthy eating into the children’s lives so they buy Green Giant, with the expectation The boys say things like:“My mum says you are what you eat.”When they get to the sweetcorn, the mum says it’s “Green Giant Sweetcorn” the reaction that the boys give to this is positive due to what was told to them by an authoritative figure e.g. an adult.So adults in advertising are more influential to children when they are featured with children in the advert.The reaction that the boys in the advert have towards eating the sweetcorn promotes the healthy eating manifesto to these other children, by subliminally suggesting that if you eat Green Giant Sweetcorn, you’ll turn into a giant….which appeals to young children’s active imagination.
This particular Lynx advert appeals to the younger generation (20+) and couples who live together. The simple use of not talking in this just adds to the sensuality and sexual nature of the advert. Silence is deemed to be sexy….as is lynx. This is what we, as the public, interpret from this particular advert in the lynx ‘collection’. This advert isn’t too sexualized due to the fact that it was and is shown before the 9:00pm watershed, which means that it’s suitable for children to see.
This Paco Rabanne perfume advert for the 1 Million and Lady Million fragrances, shows what most young adults want in their life; fortune, fame, Cars, for the men – women and vice versa, and again for the women a big diamond engagement ring and a very hot husband-to-be. However, appealing this may be it’s very materialistic, giving viewers and potential buyers a sense of that if they buy this s
However, as media students we know that airbrushing has been heavily used in both of these and all of the other adverts have been photoshopped in some way shape or form. As you can see these have been heavily photo-shopped to show the apparent miracle effects that these products supposedly possess.
Joop Pour Homme’s advertising campaigns have always featured topless men…how this relates to the ADULTS IN ADVERTISING is that the woman’s hand around the male’s torso has a wedding ring on it signifying that although she is married there is something going on between them due to the perfume he uses.FAUVE’s DARE TO BE DRAMATIC advert for lingerie features a more curvaceous adult model. Obviously companies who sell underwear only want adults (18+) due to the law on minors modeling lingerie. But the title “DARE TO BE DRAMATIC” is shown not only in the lingerie colouring but in the hair, make up and necklace colours, this in turn shows to slightly younger adults that if you wear this lingerie collection by Fauve, then you will bcome dramatic and sexy.Finally, the alcoholic drink advert for Cuervo shows a couple ‘pursuing their daydreams’ as the the slogan suggests you do when you drink the product. As we all know alcohol makes us think we can do anything, the slogan again almost telling us that if we drink the alcoholic beverage, we will be able to persue our daydreams. This, unfortunately in some cases, could be anything.
VIVA GLAM – Lady GaGa’s line for MAC make up. The full price less VAT from the sales of the lipsticks and lipglass on this line, goes towards helping HIV/AIDS victims around the world. This is a great example of how stars can use their age and social position/standing to help others in need and to also promote their own countries like Rihanna’s advert is.Here Rihanna is promoting her home country of Barbados by featuring the title ‘FIRST YOU CAPTURED OUR HEARTS, THEN YOU MESMERISED THE WORLD.’ and “CONGRATULATIONS RIHANNA; The first female solo artist in UK chart history to achieve no. 1 singles in five consecutive years; a three time Grammy winner….and FOREVER OUR NATIVE DAUGHTER’ signed The People of Barbados”.This last part of the advert… FOREVER OUR NATIVE DAUGHTER….The people of Barbados. shows support for Rihanna and the fact that vast members of the population will see this advert, will inevitably help Barbados with their tourism tremendously. Orlando Bloom and Scarlet Johansson’s perfume adverts show classy sexy and just that dressing normal and having BOSS ORGANGE perfume makes you naturally sexy.
Megan Fox’s rather dramatic and sensuous advert for Giorgio Armani, Armani Code perfume is again showing how sexualised these fragrance adverts are, especially for print media (magazines) because they have proven to be more effective and aesthetically pleasing to the eye than plain one with neutral, dull colours and normal models, also depending on the content being advertised too.Natalie Portman’s Miss Dior Cherie advert is far classier than Megan Fox’s advert. However, the combination of her dress barely covering her back and the element of the bow and nude make up suggests innocence, but also shows the classy sexy side of these adverts.
ADULTS IN ADVERTISING
Why have we chosen to study advertising?<br />To investigate the overall effects on different age groups. These are:<br />Children<br />Youths<br />Adults<br />Elderly<br />Advertising is “the buttress of a free and cheap press, which otherwise would exist only by the conditional subventions of governments, parties and pressure groups. It is also the provider of free radio and television entertainment for millions daily.” (E.S Turner, 1965)<br /> One of the established effects of advertising is that it increases peoples' desires for consumer goods and promotes materialism. Some researchers, e.g., Galbraith (1967), even see advertising as "relentless propaganda on behalf of goods in general." Advertising, it is argued, stirs, or creates, desires and needs in people for more material goods.<br />sourced from: http://www.allacademic.com/meta/p_mla_apa_research_citation/1/1/1/3/7/p111378_index.html<br />
Adults in Advertising<br />Advertising used in all aspects of media.<br />Focusing on TV and print <br />advertising.<br />Children: are they influenced more by adults who are accompanied by children on adverts?<br />How advertisements with adults in have developed and changed.<br />
ADULTS IN TV ADVERTS<br />Green Giant Advert<br />http://www.dailymotion.com/video/x86k8q_green-giant-sweetcorn-advert_shortfilms#from=embed<br />Lynx Wrestle<br />http://www.youtube.com/watch?v=n3rh9AmDJ28&feature=relmfu<br />
Green Giant<br />Advert appeals to children and partially to adults who are parents.<br />Promotes healthy eating by showing what’s on the children’s plates, and what is written in the script.<br />The obviously positive reaction to the sweetcorn promotes healthy eating of children who see the advert.<br />
Lynx adverts<br />Advert shows a ‘playful’ side to adults.<br />Aimed more at young adults 18+ who could be in a relationship or about to become a couple.<br />Sexualised. Fun. Fast paced. Attention grabbing.<br />
Adult stars in advertising<br />http://www.youtube.com/watch?v=RM5bR-V-9HE<br />
Both of these anti-ageing adverts are showing models who are probably between 25 – 45.<br />