Advertising By Sahana Prasad

Sell and spin- the history of advertising

- Selling has always been grabbing attention

- Advertising began in the 14th century but it now means so much more

- It’s a ways to get people's subconscious and unconscious mind and motivate them in consumer behaviour using images and words

- Advertising works in an illusion that it is directed only for you

- The average person in America is exposed to 3000 advertisements per day

- The right icon can sell almost anything and almost everything to everybody

- Advertisers use icons to make the product more appealing to the audience as they can connect with the icon

- Marlboro went from selling very little products to being very popular after coming up with the Marlboro man.

- Leo Burnett came up with the idea of using icons to sell products.

- If the product does not appeal to the audience it won’t sell in the market, no matter how much you sell that product it still won’t sell.

- The main advertisings in the olden times were posters and images because majority of the people were illiterate

- The more people that became literate they started looking for more goods.

- The first printed advertisement came in 14th century

- The printing press helped advertising to conquer the street of London.

Glossary

Media Saturation: When we are bombarded with adverts...3000 a day according to the documentary that was made over 20 years ago.

Branding: What a product represents (lifestyle, personality, identity, values, qualities, look)

Objectification: The seeing and/or treating a person usually a woman, as an object. In the representation of a woman, this is often sexual objectification.

Gender Roles: For women roles, they are often limited to housewife's or sex objects. For men, roles are represented as the breadwinner and being served by the woman.

Dismemberment: Cropping & fragmentation of the female body in media images which encourages objectification and dehumanisation. Often this is the legs or part of the torso.

Neologism: (a made up word) to represent a changing economic trend in male shopping and representation dating from the 80s.

Spornosexual: A made up word with sport + porn + metrosexual. The metrosexual has passed and is evolving.

Lumber sexual: An urban lumberjack is a person 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.

Female Representation in Advertising

Females are often objectified to look really thin and have the perfect body, there are many consequences to this as majority of the audience that view the advertisement often think that that's how someone should actually look like.

Male Representation in advertising

Males are often stereotyped to have the perfect figure, athletic, good looking, tall and etc. On typical magazine cover you would see that the man is objectified as really good looking in order for the brand to attract a wider audience.

Representation in A&f

Aryan Propaganda: Hitler used the word Aryan to describe an idea of a pure German race. The Nazis believed that the 'Aryan Race' had the most pure blood out of anyone in the world. The ideal Aryan had pale skin, blond hair and blue eyes.

Abercrombie & Fitch

Gender Representation: The brand mainly objectifies men in their adverts as they want to attract that gender. In this advert you can see that they chose to portray someone who is good looking which brings us back to the Aryan Propaganda. This advert brings back us to that as you can see that this model kind of has the idea of an ideal Aryan. Blond hair, blue eyes and pale skin.

Ethnicity: This company is an American retail brand meaning that majority of their adverts are quite patriotic as you can see by the American flag on the background. you can see that the brand is evidently American because of the flag that the model seems to be hoisting. The b

National Identity: Based on the background of this particular advert, it's evident that the brand is an American brand. A&F typically try to promote their country using their adverts to reach out to their citizens as they are their main customers.

Youth: The models that model for this brand are usually around 18-25 as the company tries to promote their brand to that particular age group. Having young models means that their often better looking and more appealing to the eye.

Rosser Reeves

'Unique selling proposition' (USP)= reason why

How is the product different from others in the market

Repeat endlessly to increase retention

Bill Bernbach

How did he attract his audience?

He destroyed all of the rules, he started doing his adverts completely differently. He created a whole new style of advertising.

Why specifically is his Volkswagen campaign so commonly cited as an example of outstanding advertising?

The Volkswagen campaign started in 1959. The reason why all of his adverts were so famous is because of the humour he used to attract his audience. He proved how creativity and art could really mix.

Advertising and regulations

Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated the most. Two of the most highly regulated forms of advertising are tobacco advertising and alcohol advertising. (Wikipedia)

oLD aDVERTISMENTS
The adverts are from 2 different brands, the advert on the left is an advert for the cigarette brand Craven A and the second image is an advert for the chocolate brand Maltesers. The Craven A advert claims that the cigarette won't affect your lifestyle or your physical appearance based on the image, the model seems to look quite healthy as her skin looks quite clear and she seems to be sporty as she has tennis equipment next to her. The maltesers seems to claim that the chocolate is really healthy based on the slogan "Choose the chocolates that can help you keep slim. I don't think that these companies can make the same claims today, as a society we seem to know a lot more than we did before we obviously know that cigarettes are harmful and chocolates will make you fat.
advertising regulation task

1. In my opinion the groups of people that regulars try to protect are often people who suffer from some type of disease or look physically different from other people.

2. There are quite a lot of products that are strictly regulated, an example of a product are sanitary napkins. There are many women who are embarrassed to talk about this product which means that it is a very sensitive subject.

3. I think that certain products should be regulated because I don't think it's appropriate to advertise certain elements of a product if it can offend someone. By regulating certain things you can help provide a safer environment for young people.

4. Regulations:

1. Must not offend a certain culture or a religion

2. Is not sexist, racist or etc.

3. Must not promote anything bad and make unrealistic claims

4. Must not project men and women and objects {ideal body shapes}

5. Must promote the actual product and the man/woman in the advert is not a distraction to the demographic.

6. Appropriate clothing

7. Appropriate for all audiences.

8. Not offensive

9. Represents all ages

10. Does not discriminate against disabilities.

5. Despite each advert passed majority of my regulation I still think that there are certain elements in each advert that must not be seen by certain age groups, for example take this image.

Despite it representing all ages and showing diverse body types there are a few sections that people would find controversial for instance showing a dead body. This isn't exactly what parents would like their children to see in an advert in fact it's something that is completely different. Adding to that, I don't necessarily think that the ad has any connection to the brand at all as the company is a clothes company meaning that it's supposed to promote clothing while you can't really make that connection at a first glance.

Credits:

Created with images by Unsplash - "neon sign light" • DWilliams - "drink coca cola soda"

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