Advertising Unit Natalie Hua


  • Tapping in to desire + creating need
  • Getting out a message + shifting the product
  • Using images + words
  • Creates illusion that it's directed at you, the individual viewer
  • Ads are everywhere- you can't escape them!
  • 450 bn$ spent annually (dd figures)
  • Coca-cola's ad spending has led to global brand recognition
  • Leo Bwnett- created personalities as products. eg. Tony the Tiger- Frosties (Connects with audience)

MEDIA GLOSSARY for advertising

  • Media saturation- when we are bombarded with adverts...3,000 a day according to the documentary ad that was over 20 years ago!
  • Branding-
  • Objectification- The seeing and/or treating a person, usually a woman, as an object. In the representation of women, this is often sexual objectification.
  • Gender roles- For woman roles are often limited to housewife or sex object. For men, roles are often represented as the breadwinner and being served by women.
  • Dismemberment- Cropping and fragmentation of the female body in media images which encourages objectification. Often this is the legs part of the torso.
  • Metrosexual - A neologism (a made up word with metropolitan+sexuality) to represent a changing economic trend in male shopping and representation dating from the 80s. A man who is attracted to women sexually, but who is also interested in fashion and his appearance.
  • Spornosexual - A neologism (a made up word with sport + porn + metrosexual).The metrosexual has passed and is evolving. The spornosexual is a more extreme breed of man than his metro forebear. He is just as plucked, tanned and moisturised, but leaner, buffer, more jacked and obsessed not just with "looking good" in the abstract, but with the actual physical proportions of his frame: the striation of his abs, the vascularity of his biceps, the definition of his calves.
  • Lumbersexual - A lumbersexual or urban lumberjack is a man who has adopted style traits typical of a traditional lumberjack, namely a beard, plaid shirt, and scruffy hair, substituting otherwise clean-cut and fashionable style choices.


  • Rise of male glamour model
  • Objectification
  • Construction of ideal male body image
  • Focus on abs,pecs+crotch

What does the article suggest about diversity in advertising and modern audiences?

RESPONSE: The article suggests that the LGBT commercial ads are much more visible than the normal ones. And that the modern society and audience are now much more open to the LGBT community. Commercials that include children with disabilities, same-sex couples can be powerful because it allows companies to engage in a very heartfelt form of “storytelling,” which millennial consumers consider more genuine.


  1. They portray an image that is not true or are false.
  2. In the first advert, it shows that cigarettes make your teeth "white", but really cigarettes make your teeth yellow and dark. In the second image it says that after eating Maltesers (a brand of a chocolate) it slims down your waist. Which is not true.
  3. They are portraying that the Maltesers product is fun and is a health product. Both products implies to being fun.
  4. No, because scientists have found out that cigarettes could give you throat cancer, so nowadays audiences would not buy things that are bad for your health.

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