Advertising

Imagine a world without media. Media is a process of communication, information and entertainment. Media consumes everyone’s every day life… it is imposable to avoid!

With our ever growing world more and more people are now relaying on media as it pervades our very existence, we may not realize it but media is around us twenty four hours a day, 7 days a week, without media we would be thrown back into the dark ages whether it is from us using the internet or using the phone media is the creator of the world today.

Advertising is used to achieve many objectives e.g. to persuade, change opinions, maybe you smoke advertising is possible to change your mind. Advertising is also used to manipulate, sell and influence.

Advertising, it is a large part of our vast world as it is imposable to escape… it is every where! On the clothes we were, on the bags we carry, almost every item we see or use has some form of advertising on it. There are multiple forms of advertising some of these being: tv,radio,posters,bill boards, leaflets and the internet… 87% of u.k teens ages 12 to 17 currently use the Internet, representing about 21 million youth. Of those, approximately 11 million teens go online on a daily basis. Advertising is a leading multimillion pound business as everyone every where has used this many times.

For my assignment, I will be analysing an advert for a porcelain statue of Gandalf the great.

The audience of this advert are adults in particular lord of the rings enthusiasts and people who like to collect memorabilia. The character from the book Lord of the Rings (Gandalf) is clearly for adults because the product is a figurine not a toy as if this was given to a child it would be broken. Another way I no that the target audience are adults is the amount of body copy as it would not appeal or interest a child because there is such a shear amount. The final reason i now the consumers are adults are that the order form in the left hand corner has credit card details of which a child could not access.

The large body copy of the advertisement has six paragraphs which each have a different aspect.

The opening paragraph which initially describes ‘Gandalf’ the character uses linguistic devices such as; alliteration, superlatives and emotive language these are used to influence the consumer to purchase the figurine.

The detail in this has continuously been boasted in the body copy ‘guants on his face’. This is such an amazing work of art with meticulous dental therefore it is quality. ‘Painstaking attention to detail’ this shows the making of their product has taken lots of effort and lots of time in order to achieve true quality.

Buying this product is a bargain. A once in a life time opportunity their product is high, callibre very cheap just �24.99.It is remarkable value for money the word ‘just’ has the connotation of a great offer.

The buyer/consumer are also informed that they will receive an officially authorized product which put forth the idea of this not being a cheap imitation, it’s the real deal!

The product is also part of a collection which means further opportunity to purchase outstanding products, the fact of there being more collectable products available temps the audience to by the figurine to create a montage. The product is exclusive to ‘Danbury Mint’ this gives the connotation of this being a special offer as it is not available to purchase anywhere else also it has been officially authorized and endorsed by Tolkin.

The final paragraph ends with the imperative ‘reserve your sculpture now’ the reader is urged to reserve the product to avoid disappointment as ‘demand is sure to be high’ this implies the product of which is popular.

So far I have analyzed the linguistic devices, yet there are presentational devices used to provoke the target audience. The two main forms of the presentational devices are; the huge amount of body copy which is compact with stylistic devices, and the picture of which dominates the page/advert.

The picture dominates the advert by the size and that it is symmetrically composed it is prominence. The image is also a mid shot to enable that the consumer is able to see before they buy. This gives the connotation that the producers have great confidence in there product. The producer has used a close up picture to boast the product; ‘fearless expression…the lines of his gaunt, aged face…his long beard.

The producer has used multiple colours for presentational devices used to manipulate the target audience.

The green background is soft (subtle) green to enable that the reader is drawn to the image of the statue rather than the background, also this gives the connotation of the green fields and the forests in the book ‘Lord Of The Rings’.

The second colour used in this advert is gold which is in the top left hand corner (title box) this makes it eye catching and gives the connotation of the product being expensive (precious) it also gives the connotation of the gold ring which is in the book aswell.

The final colour that is used is black and white which is used in the order form these colors are used because they are simple (easy to follow) also so it is intimately hard to make mistakes when purchasing.

The gold used in the title box is of which the p.o.a (primary optical area) other than this being eye catching, it displays the title ‘Gandalf’ which provides instant recognisation to any ‘Lord Of The Rings’ fan as he is a key/main character in the book. The title is also in a font of which is antiquated/med evil this provides the connotation of magic, mystic and age… after all ‘Gandalf’ is a wizard.

In the bottom right hand of the page we have the terminal area (T.A).’Send no money now!’ This is placed in the T.A because it is the last place the consumer looks therefore the last fixation the consumer remembers.

They are ingrained In our minds In some form or another, and many times are subconscious. Tolerance is the 21st century answer to this issue, UT that was not always the case, even In the media, an establishment Intended to entertain the public as a whole. This paper will discuss the following question: why is priming still used to stereotype black culture In American media when we live in a time where egalitarian norms have made it unfavorable to appear prejudiced? In essence.

I want to understand why the media still portrays blacks to fit their historical stereotypes, even though we live In a colliding nation. It is an important question because this stereotyping contradicts the values and beliefs of the majority of American citizens and the way we want to advance as an open-minded society. History of Stereotyping To begin answering this question, we must first look at the history of how black stereotypes were used in the media, beginning with entertainment.

Nineteenth and early twentieth century plays featured black characters, played by white actors, and usually took the part of a few major stereotypes: the caretaker, or black woman who took care of household chores of whites, the Incompetent buffoon who had difficulty assimilating in a white society because of his stupidity, and the aggressive and sordidly black who disrupted the peaceful white society (Dixon). More often than not, these stereotypes fit the culture of the south rather than the north, simply because of geographic and economic factors.

Even In literature. Blacks were portrayed as dimwitted, lazy creatures that lacked morals and standards (Wilson). One of the most famous ways blacks were portrayed in the media In the nineteenth and twentieth century was the application of black makeup to white actors, who acted as one of the aforementioned roles in performances. “Blackjack” as It was allied, was used up to World War l, when black actors began taking the stage, although limited to the roles they could play (Blatant). Up until the sass’s, blacks were still heavily stereotyped in the media.

This early priming set the stage for new mediums to depict these stereotypes, mainly in television and advertising. Blacks in Advertising We are now able to look at how priming was and still is used in television advertising, beginning in the offs when television became a mass medium. Although we sometimes do not realize it, stereotypical advertisements are quite prevalent in days media. Take one look at Aunt Jimmie. The Infamous maple syrup lady. She clearly represents the “mamma” stereotype; a polite, calm, down home southern maid who merrily lives to serve others.

The marketers goal Is to prime us to Imagine a 1 OFFS sweet tempered mother Teller serving us Dreariest when we think AT pancakes Ana maple syrup. Quaker Oats is not the only conglomerate that is priming us with stereotypes through advertisements. Before the black civil rights movement, it was commonplace in the south to call an older black man “uncle” as a sign of disrespect Weatherperson). Uncle Ben’s rice products feature a grinning elderly black man with a suit and a bow tie. Uncle Ben represents the stereotypical post-civil War well dressed subservient attendant who catered to the every wish of his white overseer.

In this instance, the advertisers of Uncle Ben’s Rice Bowls prime the public to believe we are being served by Uncle Ben because the meal is quick easy to make. Based on stereotypes we have learned throughout our lives, this image and label strengthens our predispositions, and makes us think of the black elderly servant that Uncle Ben is meant to be. It is not Just fictional characters illustrated as logos that prime us to think of black stereotypes when exposed to advertising.

Frito-Lay, Storage, and even MAT are among dozens of corporations that prime its audiences to assume black stereotypes with their messages. Argued as one of the funniest commercials in the 2010 Superpower, the infamous Traitors commercial was perceived by many people as stereotyping blacks and black culture. In the commercial, a black man walks into his date’s house, where an attractive black woman answers the door, saying that she will e ready soon. She introduces him to her young child, who is playing video games.

When his date turns and walks into the next room, the man obviously stares at the woman’s buttocks in admiration, and picks up a Traitor from the boys bowl. Upon seeing both of these actions, the little boy slaps the man across the face, and says, “Keep your hands off my mama, and keep your hands off my Traitors. ” This commercial portrays a few age old stereotypes of blacks, and some fairly new black American stereotypes. First, the stereotype of the highly sexually aggressive black ale comes into play when the black man clearly checks out the black woman’s behind.

Although this stereotype is common among young male adults of all races in American culture, it reinforces the overlapping historical stereotype of the sexually aggressive black man. In addition, this ad depicts the relatively new stereotype of the single black female mother. In 2000, the percentage of black single mothers reached 62 percent (Raspberry). In lower class black families, the percentage is even higher. Another stereotype that exists in this commercial is the defiant, insubordinate black hill. With increased exposure to ghetto customs due to pop culture, black children have been stereotyped as being disobedient and unruly.

Especially now that ghetto culture is being glorified in pop culture, black children could potentially feel the need to fit this “positive” stereotype and act in accordance to what is expected of them in this society. This stereotype is especially detrimental to young black males because that culture places a negative connotation on academic success, and at such a crucial point in one’s life, it can be unfavorable for these adolescents to accept this reconciled notion of unruliness and petty criminal activity.

Priming in the Music Industry It is quite clear to anyone who watches MAT or follows the hip-hop scene that the major themes presented in the songwriting and music videos are the following: making money, having sexual (and sometimes violent) relations with women, doing drugs, Ana Delve Involved In criminal actively Rap music, wanly was primarily created in the Bronx by blacks and Latino, “became the cry of ghetto pain and ultimately their great hope for a way out. ” Evidently, MAT focuses on the hip-hop genre to be the rug of its music videos and television shows.

Because hip-hop is undisputed governed largely by black rappers who weave tales of the difficulty of ghetto life, gaining money through drug/gang related activities, and sexually exploiting women, MAT is priming its audiences of millions of teens to associate hip-hop and the ghetto life with black people. It is necessary to skew slightly off topic but stay relevant to my original question by making the bold assertion that MAT plays a large part in maintaining and promoting the racial differences between blacks and the rest of the American community that eave existed for centuries.

In the article Predicting Cognitive and Behavioral Effects of Gangs Rap, it is stated that “a number of prominent African American leaders, the National Black Women’s Political Caucus, and eminent African American scholars have been highly vocal in their outrage over the music (industry), labeling it as racially popularizing and, ultimately self destructive” (Hansen). Teens are the single most suggestible age group, and are inclined to emulate popular icons based not only on their accomplishments in their certain field, but also their apparent inference, which the majority of teens tend to lack based on social norms and biological changes.

There has been a history of arrests in the hip-hop world among the most prominent artists in the genre, including Ill Wayne and Outpace Shaker (Martinez). Both were sentenced for involvement in criminal activity. These celebrities should not be emulated for their involvement in crime, but since their entire image is based around this lifestyle, it makes teens think delinquency is acceptable or even admired.

This long standing stereotype of the black criminal is only being reinforced y MAT and the hip-hop genre, which promotes criminal activity and the mistreatment of women, as well as primes the public to perceive lower class blacks as involved in crime. Ultimately, commercials prime us to subconsciously digest racial stereotypes, and many times we do not realize it simply because of our inherent and ingrained beliefs about certain cultures.

These specific cases reveal how priming is still used to stereotype black culture in advertisements even though we live in a time where egalitarian norms have made it unfavorable to appear prejudiced. The Power of Implicit Racial Messages The crux of my question lies within the theory of implicit racial appeals. How is it that the media can influence the public through racial messages in a society where the norm is to reject any form of racial segregation? According to A Theory of Racial Appeals, whites will accept implicit racial messages if two circumstances are presented.

They want to appear to be completely color blind and not reveal their inherent prejudices to society, but they also wish to remain above blacks as a culture in society. While these circumstances can be argued to be true or false on an individual level, they remain true as a whole for the white population in America. Many people also feel that it is unacceptable to think of oneself as a racist, which contradicts their wish to keep blacks down in society. Implicit racial messaging mainly occurs in politics, where the Job of politicians is to code words and phrases in order to Innocence.

In one Instance, In a 1 House Tate auto Violent creme Control, Republicans argued against a piece of legislation granting money for a midnight basketball program meant to offer inner city youths recreational activities. Republicans mockingly argued that “hugs for thugs” was not necessary for these youths. Democrats ended up charging the Republicans as being racist, and using coded language in the bill an implicit racial message, designed to influence the decision in their favor (Hurwitz).

The Power of Explicit Racial Messages Just as implicit racial messages influence by using encoded language to reveal the underlying racial implication, explicit racial messages need not use code words or phrases to veil its fundamental inference. Essentially, the point of an explicit racial usage is to make a clear statement that points out an obvious claim that would be considered racist among the majority of the population. One way explicit racial messaging is used in the media is through comedy shows such as Family Guy and South Park.

In one episode of Family Guy, a black man and a white man are in a bowling alley, and the black man mentions how he “feels a strange satisfaction when the black ball knocks over the self righteous white pins. ” The white man responds that it is not the white pins’ fault for being self righteous because the black ball is in their neighborhood uninvited. The black man then responds that the black ball has done nothing wrong, to which the white man responds that if the black ball is innocent it has nothing to fear.

This type of comedy is considered an explicit racial message, about how a group of whites are stereotypically uncomfortable and unwelcoming to a black person who enters into the vicinity. In addition, it demonstrates how whites believe that blacks are always up to no good. This type of messaging is considered detrimental in a serious tone, yet only considered crass or crude when presented in a comedic light. This type of message indeed primes the audience to consider stereotypes when observing the media presented.

The Importance of Our Cultural Backgrounds While it is clear that priming is used in the media to influence the public perception, many believe that these subtle influences are wrong. Many people believe that cultural priming shows racial differences in a negative light, and that the media should make sure that race or culture does not come into play when advertising. However, different cultures make life more colorful, and our differences should be celebrated, not shunned. One’s cultural heritage is something to be proud f, not hidden or masked.

In the case of the Aunt Jimmie maple syrup, a black person should not be offended that a black mother like figure is the logo of a company. History is history, and even if the company came out and explicitly stated that the intention of this logo is to represent a motherly figure that was commonplace in the American south during the nineteenth century, why should anyone be mad? That is like saying that a pizzeria is prejudiced for having a ceramic statue of a man with a moustache and an olive complexion holding a pizza outside the restaurant.

People would be celebrating their culture heritage and their cultural history, not trying to pretend the bad or embarrassing parts did not occur. While many people argue that equality is what our founding fathers based our declaration of independence on, it can be argued that our society has become too sensitive when it comes to race and culture. The media has been attacked numerous times for not being “sensitive” enough toward certain groups. It Is now commonplace to read In ten news Tanat a reporter was fired for saying “lynching,” or a politically incorrect term is being banned from television and print.

Conclusion Ultimately, there is not one answer to explain why priming is still used to stereotype black culture in American media when we live in a time where egalitarian norms have made it unfavorable to appear prejudiced. However, if we forget these stereotypes or any other cultural stereotype due to the increasingly exaggerated sensitivity and politically correctness we as Americans seem to have adopted, we will lose a part of history that has had great significance in who we are today, how we live and how far we have come as a society in accepting or rejecting certain customs.

A study of an advertising campaign and the ethical issues involved. Media influence refers to the impact of mass media, it has the ability to shape our society’s way of thinking and it has the power to send a strong and influential message to its audience. Advertising media is a form of communication whose purpose is to promote a particular product or service. The message that these adverts send off are not always positive so therefore, certain regulatory authorities are there to counteract this negative influence.

In the UK, the content of advertisements are regulated by the ASA (Advertising Standards Authority) and they have the authority to ban any adverts that are harmful, misleading or offensive. In winter 2003, Barnardo’s launched their “Silver spoons” campaign against poverty but within three months, the campaign was banned. Barnardo’s is a British Charity found by Thomas John Barnardo in 1866. Barnardo’s purpose is to care for the abused, the vulnerable, the forgotten and the neglected. They believe that every child deserves to be given an opportunity to fulfil their potential and live a worthwhile, blissful life.

The purpose of Barnardo’s “Silver Spoon” campaign was to draw attention to child poverty and hopefully be able to raise a significant amount to eliminate child poverty. They used shocking images of new born babies, hoping to shock the target audience into donating to their charity. The reason Barnardo’s felt it was necessary to produce such controversial adverts was because of a poll they carried out, 86% of people questioned did not realise that one in three of the UK’s children are born into poverty. Barnardo’s felt that actions had to be taken to raise awareness of this fact.

The advertisements feature a cockroach, a bottle of methylated spirit and a syringe protruding from the babies’ mouths. The babies in the first three adverts look distressed and alongside the images is text explaining the situation of child poverty in the UK. One of the images features a new born baby named Mary, very yellow in colour; entirely covered in body fluid with a half empty syringe forced into her mouth. The yellowness of Mary’s skin indicates poor health and infirmity; perhaps she is not fed properly, not cared properly.

The audience learn that this child is born in a hospital because of the hospital band tied onto its wrist. The fact that the baby is still covered in body fluid implies lack of care and nurture. The half empty syringe protruding from Mary’s mouth indicates that she has already been doomed to a life of drug abuse, immediately taking away the innocence of the child. Mary is crying shows that she does not want this to happen but “thanks to poverty” this is a future that has been predestined and she alone is powerless to change.

The fact that the baby is in such a vulnerable position, clenching its fist with its arms placed by its side indicates that she is opened up and exposed to the horrors of poverty. The fact that Mary has tilted her head to the side crying reinforces the fact that she is weak and does not want to face the future poverty has destroyed. The main purpose of this shocking image is to trigger curiosity and “shock” the audience into reading the text alongside the image. The text is very skilful and contains a lot of underlying emotion.

Through one small paragraph, we see the presence of numerous literary devices which makes the advert much more persuasive and effective. The headline “There are no silver spoons for children born into poverty” relies on the old English proverb “born with a silver spoon in your mouth” meaning to be born into a life of opportunity and prosperity, assuming the audience would know the meaning of the proverb. Through this we learn that the campaign is targeted at middle aged, middle/upperclassmen, as they are much likely to be the ones who would understand the meaning of the proverb.

This metaphor is used to point out that not every child is fortunate enough to be born with a “silver spoon” and children are not born with equal opportunities. The naming of the child is very effective, not “the baby” but “Baby Mary”. This gives the child back its innocence the image has taken away. Naming the child has the effect of making everything appear very genuine and personal. The purpose of this is to make the audience emotionally drawn into the advert and sympathise for the children who are born into poverty. And hopefully, donate to the charity. Baby Mary is three minutes old. Thanks to Poverty she faces a desperate future”, already poverty has predetermined her life for her. This emphasizes the impact of poverty, informing the audience what poverty is capable of destroying. Notice that “Poverty” in the text begins with a capital letter; this personifies poverty, as if poverty is a being, a monster that is ready to pounce, to leap, to attack. This is very effective when trying to convey that poverty is going to be responsible for the baby’s hopeless future, as personifying poverty tells you that poverty is the one to blame. Poverty is waiting to destroy Mary’s hope and ambition and is likely to lead her to a future of drug abuse. ” Abstract nouns such as “hope” and “ambition” were used, “hope” and “ambition” are possessions everyone should have; it is not an object or luxury that only some could afford. It is something that everyone deserves, you do not have to be wealthy to have hope and you certainly don’t need wealth to be ambitious! By telling the audience that poverty has stolen these away from a newborn child emphasizes the power of poverty by illustrating what poverty is capable of doing.

However, this can be very misleading as it gives the audience a negative impression of what it means to be poor. Within three months, the ASA received around five hundred complaints about the content of the adverts being very misleading and offensive. In December 2003, the campaign was withdrawn. In response to the numerous complaints made against the first three adverts, Barnardo’s released a less offensive and less controversial advert, but equally hard hitting and effective. The new advert features a new born child, with a silver spoon placed in its mouth.

This refers to the same proverb as the past three adverts, “born with a silver spoon in your mouth”, thus makes association and reminds the audience of the previous ads. The shining silver spoon carefully placed in this baby’s mouth juxtaposes the dangerous, unpleasant objects forced in the other babies’ mouths. This makes the audience stop, wait and think about the message of the ads. The silver spoon signifies a life of opportunity and prosperity. The use of high key lighting, baby bathed in golden light, signifies wealth and power and also an environment of peace and serenity.

Baby sleeping on a cushion-like surface signifies a comfortable and easy life. This is very different to the previous adverts, where the babies were left on plain white blanket. The fact that this baby’s eyes are placid and wide open suggests that it’s looking forward to its bright future. Whereas, the babies in the other adverts looks distressed and not at ease. The audience sees this baby from a birds eye view; this suggests that there is someone watching over, like a parent nurturing a child. This signifies the warmth and love the babies in the previous adverts did not appear to have.

The pictures of the babies in the previous adverts were taken from an angle looking at the baby from the side; this signifies lack of care and abundance. The headline “If only every child was born with a silver spoon” is the objective Barnardo’s is trying to achieve. To make sure that every child gets “the best start in life, and the chance to fulfil their potential”. The repetition of the phrase “if only” emphasizes the fact that Barnardo’s objective has not yet been accomplished and is significant because it signifies that something can be done to make this happen.

The silver spoons campaign was designed to reduce the impact of poverty on children to the minimum. The adverts are trying to convey that “children born in poverty are more likely to suffer ill-health, be unemployed or homeless and to become involved in offending, drug, and alcohol abuse and abusive relationships in adulthood. ” The reason Barnardo’s felt it was necessary to produce such controversial adverts was because of a poll they carried out, 86% of people questioned did not realise that one in three of the UK’s children are born into poverty. Barnardo’s felt that actions had to be taken to raise awareness of this fact.

The morning the first adverts were released, the ASA received 92 complaints and immediately launched an urgent investigation. Many felt that the images of the adverts were very shocking and offensive because it gives the public a false impression of what it’s like being poor. The adverts showing poverty, portrays a child who lacks care and support. Parents who are poor can still love and care for their child, being poor does not mean that you do not care about your child. One of the reasons why individuals found this advert so offensive was because it was stereotyping the poor.

However, statistics show that children who are born in poverty are more likely to under perform in school and live in a high crime-rate area. So therefore they are more likely be victims of crime or associate with criminals. Although this is proven correct by statistics, it is more like a fact the certain individuals find hard to accept and want to forget about. The purpose of these shocking images is to force those people back to reality and compel them to do something about it. After three months since the ad’s first release, it was banned by the ASA.

This campaign cost one million pounds, but only lasted three months. There are many arguments against the ban, one of them being that the advert has been very successful in informing the public about child poverty. “People are now more aware that child poverty exists in the UK and are aware it is the biggest threat to childhood. ” The numbers of donations received through the Barnardo’s website are six times higher than usual. This shows that the advert was very effective and helped to make a real difference by improving the lives of children living in poverty.

The advert has met the demands of being honest, truthful and legal. It has been tested with an agency affliated with the ASA before being released, and was passed. This indicates that the ad did not violate any laws or legislations, therefore it was considered appropriate for the public’s viewing. This means that the main reason why it was banned was because certain individuals found the advert’s pessimistic nature very disturbing and offensive. The fact that these adverts were released just before Christmas 2003 may be one of the reasons why people refused to accept it.

Christmas is the time of year where people over indulge and so they often don’t want to think about the existence of poverty because it makes them feel guilty spending so much money on things they often do not need. They do not want to be pestered by their own guilt, so therefore they prefer to ignore reality. To conclude, I think that the Barnardo’s first three adverts should not have been banned. This is because the media today constantly reports poverty in third world countries that it shapes us into thinking that poverty only exists there and not here.

The number of people in poverty in this country is very high and is extremely shocking because the UK is one of the most well developed countries in the world, yet many people are so poor. Research shows that one in every three children in the UK are born into poverty, but 86% of those questioned were unaware of this fact. This means that an advert that is powerful, shocking and grasping like Barnardo’s “Silver spoons” is necessary to inform the public about the situation of child poverty in the UK and what we could do to help.

I think that the adverts should not be banned because its effective in capturing attention and persuade people to donate. The ad successfully helped to make a difference by increasing the number of donations and thus improving the lives of children living in poverty. However, I cannot force myself to agree that a child who is born into poverty would definitely lead a life of extreme acoholism, drugs and squalor. I think that it really is down to the influence of parents, teachers and peers to shape a child’s mind and future and not their family’s financial status.

Analyse an advertisement and discuss the imagery it contains. Evaluate the success of the advertisers approach and give reasons for your opinions. How would you adapt the advertisement to make it suitable for different target audience? Explain your approach using semiotics.

The purpose of advertising is to inform potential customers about products and services and how to obtain them. Every medium is used to show these advertisements, including television, radio, movies, magazines, newspapers, video games, the Internet and billboards. Semiotics is how we view advertisements all the time and notice all of the detail. Ferdinand de Saussure used his theory of signs and semiotics to explore and analyse specific adverts. We can evaluate how well adapted it is to its target audience. In 1974 Ferdinand de Saussure claimed, “Only a social group can generate signs.”

In order to create imagery, the advertiser has used deep rich colour of dark blue to attract the consumer’s attention to the perfume as this gives the impression of a seductive fragrance. The whole advert gives the impression of the night and this then shows lust as it is dark. The advertiser has been successful by using a dark colour as the main colour for the advert as dark colours create a sense of sexual activity in the dark.

The perfume bottle, for which this advert is for, is used to create the imagery of the moon in the sky as it is shaped like a half moon. It gives the idea to the audience that the perfume is sensual as it is shining light onto the women’s chest and she is posed in a sexual way with eyes closed and a hand on her neck. This imagery appeals to the consumer as it suggests that the perfume will make one become sensuous once wearing it.

The words, ‘Deep Night’ are used on the advert. These words are used to create an imagery of sexual activity and using the word ‘night’ makes the audience think of things happening in the night for example sex. The advertiser is not very successful and this is because not many readers will look at the words and then interpret it in this way. Instead of focusing on the words, the reader then focuses on the model.

The words, ‘The fragrance of love’ are used on the advert. This shows this perfume is the perfume of love, and so by buying it, this perfume can bring you love. This phrase is easily interpreted by the audience and so this makes the advertisers approach successful. Also the fact that this particular perfume is love bound for the audience is showed by the advertiser using the words ‘the fragrance of love’.

The model on the advert has her hand by her breasts. This reveals a lust for sex and a plea for men to buy the fragrance for their woman so they can engage in sexual activity aswell. The advertiser was successful by this approach and this is shown by the advert promoting sexual activity.

The models top in the advert is very revealing to the audience and her breasts are clearly shown. The advertiser has used this revealing top to get attention by males so -this makes the male think their wife can reveal this top by them buying this perfume for their wife. The advertiser was successful in his attempt to promote sexual activity and this is proven by the models revealing top. The model on the advert has her mouth open and the advertiser shows sexual activity by this. The advertiser was successful by showing a lust for sex and this is shown by the models open mouth. By making the model have her mouth open slightly, it creates a sense of sexual activity and makes the buyer want it even more.

The word, ‘ghost’ is used on the advert. This creates a dark image by thinking of ghosts. When anyone thinks of ghosts they think of the night. The advertiser has done what he aimed for by using the word, ‘ghost’. The advertiser was successful by using the word, ‘ghost’; this is because a dark imagery is created by this. The audience can easily interpret ‘ghost’ as it is there to put a dark atmosphere in our heads.

This advertisement can be adapted to a different target audience to women who are in their mid-thirties. The women would wear a suit and to show she’s a businessman which then shows control. Her breasts would only be concealed a bit to show maturity but still keep the seductiveness on a level. I would keep the colour purple because its do with passion. I would keep the models mouth slightly open to show a lust for sex still in there. I would keep the moon shaped perfume the same as it creates a dark atmosphere.

In conclusion I think the advertiser has done very well to get his ideas out to the audience and this can be proven by various reasons. The advertiser has used dark colours all over the advert and used a moon as a shape for the perfume bottle. He also used different words to give the audience a dark image and these words make them want to buy this fragrance. The advertiser uses the model to create a sexy image in the advert and this is done by short tops and her mouth being open slightly.

Bess TV Is an Important issue for us, because over three quarters of British teenagers have a TV In their bedroom (pretty antisocial If you ask me! ), and they watch TV for an average of 14 hours a week. In the USA, It’s over 20 hours a week. In my research for this debate, Eve discovered some amazing facts. For example, 57% of programmer contain what Is called ‘psychologically harmful’ violence. That means, according to the experts, that teenagers learn to behave leniently and they accept violence as normal.

In addition, they become more afraid of being attacked. Not surprising, when you learn that the average child in the US has seen up to 8,000 murders on the TV by the age of Ill Furthermore, there’s the couch-potato problem. Nobody does enough exercise any more or spends enough time with friends. As a result, television is turning us all into lonely fatties – also because there’s an advert for high-sugar snacks and drinks every five minutes. Think English Intermediate ; Unit 10 p. 88

O oxford university press PHOTOCOPIES And finally, I believe that talent shows and shows such as Big Brother give people false expectations. They make you think that anyone can become famous – and then rich, for doing practically nothing! We did a survey in my year group and found that 63% of people want to be rich and famous, and In show business. So although I like TV, I think that we should cut down the amount we watch before our brains turn to mush. Damon I don’t agree that TV Is a completely negative Influence on people.

In my opinion, lovelorn Is a window on the world and therefore, It’s Invaluable. I get a lot of information from the TV, and so do my friends and family. My kid brother, wads five, loves wildlife programmer, so TV is often educational. Yesterday, for example, I saw a fantastic documentary about space travel, which I learnt loads from. Without the computer-generated graphics. Remember, you can choose what you watch! What’s more, many programmer are shown all over the world, so you could say they unite the world community.

For instance, my French Nepal, Bastion, really liked The CO when it was on, so we were able to talk about that together. But TV is also fun and entertaining: it helps you relax – what’s wrong with that? However, there is one aspect of TV that I don’t like – the adverts, especially during a film. They ruin it for me and waste time. To sum up, TV is here and it’s part of our lives. Over 96% of us have one. I’m not saying it’s good to watch too much, but there’s an amazing choice of programmer now with satellite, digital and broadband, so why not enjoy the positive things it offers?

These soma-styled drugs have a very negative effect on an individual and society. Instead of trying to fix problems naturally, people go to pills because it takes less energy and less time. Some people feel that taking less energy to become happy Is a benefit, when it’s actually the total opposite. Honestly, I think that mood-altering drugs are one of the factors for obesity In America today.

The fact that people are taking pills to be happy instead of exercising and eating right makes America lazy. One of the most common mood-altering drugs used In the U. S. Today Is Ability. Affably is used for mood disorders such as, bipolar, schizophrenia, and Irritability. Ability can also be used with other medications to treat depression. Another common mood- altering drug In America Is Eluvia. Eluvia helps Improve mood and feelings of well- being. It also relieves anxiety and tension, helps you sleep better, and Increases your energy level.

Although, both of these drugs can make a person feel better they come with negative side effects such as, nausea, vomiting, drowsiness, dizziness, weight gain, blurred vision, constipation, etc. These drugs can relate to soma because Just like soma, theses drugs are taken when someone feels Internally unbalanced. In the novel Brave New World by Aloud Huxley the people of the World State took the drug soma when they felt unhappy. Soma made the citizens of the world state very calm and careless. The best part about soma Is that unlike the mood-altering drugs of today, It doesn’t have any side effects.

The bad part about soma Is that an Individual could overdose, then eventually die If they use way too much. Advertisement for these drugs poorly shows the side effects of the drugs they are trying to sell, which Is understandable for an advertisement. The side effects In the Interview are usually In a very small font at the bottom on the advertisement, and when being read It goes by very fast. The people selling these drugs know that these drugs only help people momentarily, and the only way to fix most of these cases comes from within, durably. Energy and less time.

Some people feel that taking less energy to become happy is a drugs are one of the factors for obesity in America today. The fact that people are One of the most common mood-altering drugs used in the U. S. Today is Ability. Ability is used for mood disorders such as, bipolar, schizophrenia, and irritability. Ability can altering drug in America is Eluvia. Eluvia helps improve mood and feelings of well- being. It also relieves anxiety and tension, helps you sleep better, and increases your eke soma, theses drugs are taken when someone feels internally unbalanced.

In the and careless. The best part about soma is that unlike the mood-altering drugs of today, it doesn’t have any side effects. The bad part about soma is that an individual could overdose, then eventually die if they use way too much. Advertisement for these drugs poorly shows the side effects of the drugs they are trying to sell, which is understandable for an advertisement. The side effects in the interview are usually in a very small font at the bottom on the advertisement, and when being read it goes by

Nutrilon Advertisement Effectiveness and Limitations of Nutrilon Advertisement The Nutrilon advertisement was able to target the intended market segment in which is the parents of children from age 3 to 6 years old. The advertisement was effective in many segments. The first segment is looking at demographic and psychographic variables. Inside the advertisements, the demographic variable is clear in which is using age as the base. It target the age of small kids from 3 to 6 years old in which is effective as the milk is targeted to the segment of consumers.

On the psychographic variable, the advertisement use the base in which is the things we value. The advertisement is targeted to the parents in whom the things that they value will be their children. Based on the demographic and psychographic variables, the advertisement was able to target them effectively. The second segment will be whether the advertisement has achieved the absolute threshold level or the minimum level in which the simulations can be detected on a sensory channel of the consumer (Solomon, 1994, p. 57).

Looking at the advertisement, the sensory channel that will be affected through it will be vision and sound channel. The advertisement used interesting choice of background in which it evokes the interest of the natural scenery of the world. The sound channel that is used is muzak slower tempo in which it created relaxing mood to the viewers to watch the advertisement (Solomon, 1994, p. 54). The advertisement is effective in terms of the absolute threshold level in which the consumers will notice the advertisement. The third segment is the selective exposure in which will be one of the limitations to the advertisement.

Consumers are more aware towards the advertisements that contain their current needs in which this will decrease the effectiveness of the advertisement in which it will go into waste (Solomon, 1994, p. 62). Besides, consumers actively seek out messages they find pleasant or are in sympathy with and tend to avoid painful or threatening ones (Schiffman, Bednall, O’cass, Paladino, Ward and Kanuk, 2008 p. 148). Nutrilon advertisement will be only be noticed to the newly parents in which they just had their new babies and will be less effective to the ld parents as they might already have their preferred brands of milk in which will become the limitations due to their selective exposure. The fourth segment is the information overload. When an advertisement contains information overload, it will decrease the effectiveness of the advertisements as the consumers will not encode all the messages of the advertisement (Schiffman et al, 2008, p. 199). Fortunately, the Nutrilon advertisement does not contain many messages as the only important message that is given through the advertisement is “Living full life on the outside, starts on the inside”.

The message means that to be able to live a full life on the outside, the kids should have a good nutrition on the inside through the milk. The fifth segment on the effectiveness of Nutrilon advertisement is the perceptual defence by the consumers. The consumers’ perceptual defence will be one of the limitations for the effectiveness of the advertisement. Some psychologists continue to claim that people may subconsciously screen out stimuli that are important for them not to see, even though exposure has already taken place (Schiffman et al, 2008, p. 48). The perceptual defence of this advertisement will be the consumers blocked the message that is left by Nutrilon in which is “living full life on the outside, starts on the inside”. Due to that, the perceptual defence will be one of the limitations of the effectiveness of the advertisement. Another segment to check is whether the Nutrilon advertisement is marketable to the children. The advertisement is marketable to the children in which it focuses on the children on how to achieve the dream.

Children might get attracted towards the advertisement in which it shows a lot of children and said on what they want. Therefore, the advertisement is marketable to the children and one of the segments that increase the effectiveness of the advertisement. The last segment to see on the effectiveness of advertisement is whether it successful to counter advertising clutter, sensory overload, and whether it creates contrast. Nutrilon advertisement successful to counter the advertising clutter, sensory overload and it creates contrast.

The advertising clutter can be avoided as Nutrilon advertisement is a TV advertisement and there are no others advertisements in the same time in which causes the advertising clutters. Sensory overload also does not exist in the Nutrilon advertisement in which it is shown through only two sensory which are sound and vision sensory. Nutrilon advertisement also creates contrast in which the advertisement is unique from its competitors. The usual milk advertisement will show on how they protect the children, contrast to the Nutrilon milk advertisement in which more focused on what the children might dream and how to achieve it.

These are shown through the message which is “Living full life on the outside, starts on the inside”. In conclusion, the advertisement is effective although there are some limitations that limit the effectiveness of the advertisement. References Schiffman, L. , Bednall, D. , O’cass, A. , Paladino, A. , Ward, S. and Kanuk, L. (2008) Consumer Behaviour, 4th edition, Australia: Pearson Education Australia. Solomon, Michael R. (1994) Consumer Behavior: Buying, Having and Being, 2th edition, United States of America: Allyn and Bacon.