Advertising

In today’s business world competition is much bigger. We all live in a global world and this situation makes business areas more cruel and people more competitive. After the successful developments in technology, rules in business have been developed too. Today, people are much more closer abd they can be aware of everything in seconds. These successful developments, such as TV,PC and Internet, communication has also become easier. In this cruel business world with competitive and more informed people, competitions in business are inevitable.

These competitions make business peopleto struggle with their opponents on a legal are: Advertisement. In today’s world advertisement is a necessity. Situngkir(2006) also claims the same thing: A°f you want to let the market know that your product is better than the product distributed by your competitor, you must have the media to do it. Nowadays, a dominant and alternative way to do this is advertising. It has been a part of the life of urban and modern life and we know most products we consume to day are coming from the activiy of this business channel.

(p. 2) Situngkir(2006) continues pointing out that advertising is an essential way to introduce your product or to give information about it. (p. 3) Today, advertising is not only a necessity but also an effective power. This power is very influential and may lead the business to run. Power of advertisement has two important advantages which are keeping commerce alive and giving relevant information about a product. Advertisement is such an effective way of keeping commerce alive by increasing demand, creating trends and making people aware of alternatives.

Firstly, power of advertisement increases demand with using two ways: convincing and encouragement. A few years ago, mobile phones were not a necessity as today. People could live without communicating immediately or holding 2000 of songs in their pockets. Ipods or Iphones may be good example for the power of advertisement. Nobody was aware of that kind of technology but professionals who were managing the advertisement strategy of Apple used incentive based advertising. They encouraged people to use their devices and they reached huge success easily.

Another important firm in business world, Calgonit, also used convincing way of advertisement. They spend huge amount of money for advertising every year but they owe their profits to the power of advertisement. If we examine the advertisements of Calgonit, we can easily understand their strategy by using ordinary women and enginemen. People can be easily affected by these advertisements. Secondly, power of advertisement can create new trends. It can even make somebody to be a brand addict. Think about Gucci sunglasses.

Advertisement managers of Gucci use a different strategy of advertising. They give celebrities their new release sunglasses for free, then this glass model becomes more famous. Most of the people wear Rihanna’s Gucci for example with the created trend. Moreover, some of the brands hire trendsetters from university campuses. These trendsetters are always a student from that school and they use the latest product of that brand to let this product to be known among teens. Thirdly, power of advertisement makes people aware of alternatives. It sets up an effective competition.

People can easily compare two similar products which have seen on advertisements. Furthermore, advertisements bring a high level of consuming power. People can buy a well advertised product even they have limited income. For example, a person living with a limited income uses expensive cell phone, laptop or LCD TV even if he or she bought these products with installments. Situngkir(2006) has also similar opinions about this situation, “The power of advertisement has even sometimes made people buy advertised product even at higher price.

There is connection between the information that people need about product and profit-oriented company and it is advertisement that bridges this connection” (p. 2). Another advantage of power of advertisement is that it shed light on people about a product’s price and features. For example, telecommunication companies in Turkey, suc as Turkcell,Vodafone and Avea, gives information about their price list. People can be well-informed with these companies’ long-run advertisement campaigns.

Consider Avea, their campaigns are full of price information and can easily let people to compare prices with other companies. On the other hand, power of advertisement gives relevant information about a product’s features. Some of the advertisements, such as chocolate,biscuit ad. s, are more likely about the desirable side of a product. Advertisers use chocolate’s glamour to make people to want and eat that product. Moreover, the power of advertisement gives information about the benefits of that product.

This product even can be a camera,pill or thermal holiday. An effective advertisement which has listed the benefits of that product can be useful and more persuasive. All in all, power of advertisement has two important advantages which are keeping commerce alive and giving relevant information about a product. It makes people well-informed and can be accepted as a necessity. Thomas Jefferson also claims advertisement as important, “the man who stops advertising to save money is like the man who stops clock to save time”

UOB Lady’s Card -“The men don’t get it” 1. 0 Introduction of the Company United Overseas Bank Limited (UOB) is a leading bank in Asia. It provides a wide range of financial services through its global network of over 500 offices in 19 countries and territories in Asia Pacific, Western Europe and North America, including banking subsidiaries in Singapore, Malaysia, Indonesia, Thailand and mainland China.

UOB (Malaysia) offers an extensive range of commercial and personal financial services through its branches, subsidiaries and associate companies: commercial lending, investment banking, treasury services, trade services, cash management, home loans, credit cards, wealth management, general insurance and life assurance. UOB also plays an active role in the community, focusing on children, education and the arts. UOB has been established the annual UOB Heartbeat Run to raise funds for charity.

Today, UOB is rated among the world’s top banks by Moody’s Investors Service, receiving B for financial strength, and AA1 and Prime-1 for long-term and short-term bank deposits respectively. UOB is proud to be the first to unveil the revamped UOB Lady’s Card in Malaysia. Besides sporting a new card face, the purpose of the advertisement shows that UOB Lady’s Card is staying relevant to the needs of modern women with new features.

It is the first in the market to develop a mobile phone application, “Lady’s Soulmate” dedicated to ladies, which helps card members access privileges through Google maps and a directional guide based on AR technology. Consumers can download the Lady’s Soulmate application from the Android Marketplace to compatible mobile phones. It will also be progressively made available on Apple App Store, Ovi Store by Nokia and Blackberry App World. The ad clearly show that the UOB Lady’s Soulmate application marks a new era for the UOB Lady’s Card, as it remains in touch with the progress of women nd technology. The advertisement does show its effectiveness as the card was already available in Singapore, Malaysia and Thailand, has a current membership of over 500,000. The advertisement expected to attract more than 500,000 new lady users. The company claims that the UOB Lady’s Card is targeted to more than double by 2014, driving the continued growth of the bank’s card business in the region. 2. 0 Discussion of the Advertisement 2. 1 Target Market The revamped UOB Lady’s Card placed a strong emphasis on health, beauty, fashion, connectivity and discovery.

This make over of the UOB Lady’s Card is timely as a group same gender consumers seek to strengthen the brand promised to valued card members. The ad targets young adult women, and they will buy products not only for them but to show their financial health in their lives. We acknowledge that today’s women are more independent financially, assertive in their choices, mobile and technology savvy to stay “connected”. The reason for the advertiser to choose this market segment is because female young adults may look for the requirement as stated before. 3. 0 Advertisement Source

The ad focuses on two trendy lady’s high profile, smiling with full of satisfaction, public may easily attract by them who emotionally aroused. The two ladies show in an appropriate way to market the company’s credit card as they are looking relax and rejoice, their face expression and body language prompt the desire of women to obtain the credit card. It also shows that they are able to keep constant contact with privileges and deals via smartphone, the women looked grateful to get the information from their mobiles. Technology on tap is but one of the many benefits available to Lady’s Card members.

The new UOB Lady’s Card proposition centres around providing a total financial and lifestyle solution which complements the modern woman who is constantly on the move from connectivity, discovery, fashion and money matters. 3. 1 Visual and Verbal Content Basically the kind of visual image used in ad is photographs. There is a few images show in different ways. The rectangular picture with blank background is composite “paste-up” of several images from various sources used, whereas the whole image of two ladies adopts “superimposed” over each other. The others small images place near to the related information.

The roses for both types of credit cards seem to stand for women product. The corporate logos included in the design of credit card, the consumer already familiar with the logo. The car and branded stuffs symbolize exclusivity or luxury, visually depicted the financial strength for the group of target market they can have. From the ad, we can see that two young women wearing high heels with an eye catching smile. The clothes and adornments they are wearing look striking as they walk in confidence, simply related to self egoism. It seems like two best friends sharing the same privileges and deals from the credit card.

The image shows their legs walk together depicted they shopping together, which also shows young women concern about social need. Many women become more financially independent and career orientated. The body language of the models in the ad seem like they don’t have financial worry. Although there are often claims of gender bias and the results have showed that women in general will have a much more impulsive buying behavior than that of their male counterpart. Through this natural disposition it will often hinder them from being able to ever becoming an efficient money saver.

Thus, those offer deals in the ad may attract their attention. 3. 2 Semiotic Analysis It has bold print stating “If we had our way, it would be Wednesday everyday” and smaller print that promotes the offers of the credit card and targets women to purchase the related product and service especially on Wednesday. The ad is implying that women in society now can take care of their financial, yet still targets them to purchase more by using the credit card. At the core of the UOB Lady’s Card popularity is the endearing philosophy of this female-only product, “The Men Don’t Get It. More than just a signature tagline, it is an acknowledgement of the financial strength and independence of women, and the freedom of choice that is available to them. Now, underpinned by technology and refreshed with a host of new privileges, the company seemed like confident that the Lady’s Card will continue to be preferred, extending their leadership in the female space, I would find this advertisement particularly interesting because it is promoting friendship, financial solidity, health and beauty standards in our society, women’s roles as consumers which afford to pay and the graphics of the ad focuses on.

It is promoting credit card that only for female, which have previously been viewed as women’s products and it will also influences women to buy these products on men’s behalf. The two models are wearing striking outfits and expensive adornments. This influence perpetuates the sociological role of women in society as financial takers, as well as encouraging them being active in caring about their appearance and their need to use health and beauty products. This ad clearly promotes the credit card which special designed only for female, that’s why the word stated there the men don’t get it”.

The roses symbolized that the only attention of the company focus on the specific needs of women. They have taken a 360-degree approach in the Lady’s Card makeover, leveraging our insights into women over the years and research around the region. 3. 3 Layout and Design The headline shows in an appropriate way to has three-quarters up the page or advertisement space. The advertiser position headline statement where it can be seen quickest, this can make sure the reader generally know what is all about.

They avoid putting headlines at the very top of the space because the reader’s eye is naturally drawn to between two-thirds and three-quarters up the page or space, which is where the main benefit statement needs to be. The advertisement involves the reader in writing style of using the second and third person-‘you’ and ‘she’. Refer to the reader as ‘you’ and ‘she’ in the description of the ad does for the customer to get them visualizing their own personal involvement. The advertiser describes the service as it affects them in a way that they will easily relate to it.

This advertising can be defined as using “cool” tones. It is often referred to as a ‘Black Art’, because it is mysterious but cheerful. 4. 0 Publication The advertiser has chosen the two most common print media are newspapers and magazines. Print media is important because it can reach such a large audience, and the great number of specialized publications enables businesses to focus in on a target audience with a specific set of characteristics. The advertiser picks the right time as the Malaysia Mega Sales start from July until September 2010. The consumers can use their Lady’s Card for exclusive privileges.

NEWSPAPERS When deciding upon a newspaper in which to advertise, there are three physical criteria to consider: distribution, size, and audience. Newspapers are either daily or weekly, come in a standard or tabloid size, and reach nearly all of the reading public, which is estimated to be around 85-90 percent of the population. Because of the broad demographic reach of most newspapers it is difficult to target a specific audience; however, newspapers are effective in increasing awareness of a business’ products and services in a specific geographical area.

Types of ads placed in newspapers include: display ads, classified ads, public notes, and preprinted inserts. Newspaper ads have some flexibility in their size. For instance, the UOB ad only takes up half portion of a page, while others might p one or two full pages. Regardless of this flexibility, newspaper ads can only use limited special effects, such as font size and color. These limitations lead to advertising “clutter” in newspapers because all the ads look very similar. Therefore, advertisers must use original copy and headings to differentiate their ads from their competitors.

This is why the advertiser show theirl exclusive shopping, dining and beauty privileges, and the latest technology, a mobile phone application called “Lady’s Soulmate”. MAGAZINES With magazines an advertiser can focus in on a specific target audience. Audiences can be reached by placing ads in magazines which have well-defined geographic, demographic, or lifestyle focus. The advertiser has placing the ad in the localized edition of a national magazine. In addition to the above factors, it is also important to consider the nature of the magazine ad copy.

Magazines allow elaborate graphics and colors, which give advertisers more creative options than do newspapers. Also, recent surveys have indicated that informative ads are the most persuasive. Therefore, it is important to include copy and art work that is direct and presents important product information to the consumer, such as how the product works, how it benefits the consumer, and where it can be purchased. Besides The Star, it also can be found in female magazine such as New Tide, July 2010.

Those magazines are targeted towards young adult women interested in beauty, fashion and relationships. This advertisement is promoting both UOB Lady’s Classic and UOB Lady’s Platinum cards for women. 5. 0 Hierarchy Model Response The AIDA Model Attention The feature followed by ad agencies is AIDA, which acronym stands for Attention, Interest, Desire and Action. The first A equals getting the attention of the readers. The ad in the form of a headline-“Wednesday every day’’ has grab the attention as it perks the curiosity of readers.

The images of the credit cards with the symbol pertain to the company introductory paragraph. The advertiser gets the attention of consumer immediately by using the Wednesday special offer deals; therefore readers will read the rest of the articles. The advertiser is generating an emotion, women walking in confidence with big smile and setting up a situation. UOB (Malaysia) became the first foreign bank to recognize the affluent female segment in Malaysia when it launched the UOB Lady’s Card. The ad plays with fear and greed for a moment.

These two emotions combined as a key because almost every women would be Interested and has a certain amount of greed (possess everything that they want) and also has fear (questioning what if they missed the chance to get all the great offer deals). The advertiser didn’t use the headline to play the biggest benefit. They choose to appear that not only true but also in an exclusive way. The ad plays on emotions in their headline; the two models address happiness and satisfaction, pump up their egos or show the luxury and branded items. The advertiser chooses the middle part to present the benefits in aspect of the credit card service.

The readers may pay more attention on the “FREE” word which showed in the subhead lines. Interest After the advertiser got the consumer’s attention, they focus on building their interest and supporting what the ad told them thus far. The advertiser makes the reader really want the card but have to start a twinge of reality. Consumers may compare the benefits they offered with the competitors. The newly developed mobile application-“UOB Lady’s Soulmate App” based on AR technology, female young adults which consider as tech-savvy group may show their interest in the ads.

Another way is that the advertiser building interest to include sub headlines throughout the copy. The readers will be more interest when there are a lot of offers with the “Cash Back” or ‘FREE” words on the sub headlines. Next, the reader embarks on the ever-challenging task of justifying her purchase; especially she wants to do a large purchase. In consumer’s interest section, the ad uses emotion to address the fact that this purchase is a good bargain, the right step, a sound decision, etc. In addition to that, the advertiser let the customer know what will happen if consumer purchase their service.

This can be found in “With it in the bag, every lady gets what she wants, when she wants it”. Depending on this ad, the negative result might be the fact that she misses all those grand offers from the product service. She will have to struggle to get all the same stuffs but in more expensive price or other consequences without the credit card. “If we had our way, it would be Wednesday every day’’, implies that the consumers can enjoy spending every Wednesday. The goal here is to create a few statements that will cause the customer to say, Oh! I didn’t think of that.

Desire The third step in AIDA indicates the desire to buy. This section is really turns on the charm. The ad is written to tug on the heartstrings in order to create that final desire to buy. Perhaps the biggest benefit of the ad is they can get “FREE Coach Bags & Accessories Every Day”. By using the “UOB Lady’s Soulmate App”, the interactive application is able to display the latest deals and offers within a 2km range of the card member’s location and also contains a personal assistant feature to help connect members with people who are important to them.

Customers will have all the information they need right at their fingertips. The advertisement turns deep down inside their consumer to have two desires. The first is the desire to use the convenience of connection that not just technology. The second is the desire to obtain more things and the most common reason is to get a free branded items. The 2010 Malaysia Mega Sale Carnival sweeps the nation up in a frenzied shopping fervor! This is the best time to pump them up and get them excited about the credit card service. They have not yet come to the justification stage where price might play a factor.

While always, from the aspect of desire, the ad portrays the best and biggest benefits their customers will receive. It speaks to the joys of being able to relax and run an errand in the whole range of bargains of, the sub headlines of the article indicates that the customer can experience from restaurants, spas, facial service while doing their shopping of the day. Action The final A in AIDA stands for action. During the action phase of convincing, the ad gives them enough motivational cause to take action and buy. At the moment get to this point, the customers should have all the information they need.

The company as the seller will have walked them through each step of the buying process and emotional journey to the point of purchase. A few ways to create action with the copy are: “Apply now and get 20 entries for your first minimum RM50 swipe within 30 days from your new card approval”, “the more you swipe, the better your chances! ” The advertisement motivate the readers look forward to get better deals on that special day, which can be found in “Wednesday are simply wonderful when you have the new UOB Lady’s Card. ” The point of the action phase is to get the readers moving. The advertisement ade them drool with the exclusive deals, answered all their questions via Dedicated Customer Service Line, filled them with benefit and the company don’t want to lose them at the end. 6. 0 Overall Opinion In personal view, the main message of this advertisement is prominent. The biggest part of the advert is the main benefit statement. This is the part that entices the reader to read on. The ad offers a single impressive benefit, quickly and simply. Research proves that where responses are required, the best adverts are those which offer an impressive, relevant benefit to the reader.

This point cannot be stressed enough; the advertiser keep it quick, simple and to the point. More information has stated bottom of the ad, reader who wants to know more detail can read through there. Younger generations are extremely visually literate. The advertiser had thought about the vocabulary and language to use and clearly know their target audience. The ad has avoided any words or grammar that would not be found in the newspaper that the target group would read. Therefore message can be read in quick and easy to absorb. The ad has use a clear layout, clear fonts and clear language.

They don’t distract the reader from the text by overlaying images or using fancy fonts. They use simple language, avoid complicated words, and keep enough space around the text to attract attention to it. The advertiser also avoids cluttering the advert with fancy images, colours and backgrounds, which make it easy to read. The advertisement has incorporated something new. The Consumers can download the Lady’s Soulmate application to compatible mobile phones. The ad clearly show that the UOB Lady’s Soulmate application marks a new era for the UOB Lady’s Card, as it remains in touch with the progress of women and technology.

Consumers respond better and are more easily attracted initially to a concept that is new or original. If they’ve heard or seen it all before it will be no surprise that they take no notice at all. The advertisement induces reader to believe there’s something in it for them right from the start. The advertiser has developed a proposition that is special or unique and emphasizes this. The revamped UOB Lady’s Card also comes with a new card face for both UOB Lady’s Classic and UOB Lady’s Platinum cards. UOB Malaysia is the first foreign bank to recognize the affluent female segment in Malaysia when it launched the new UOB Lady’s Card.

The ad also states that they provide Wallet Guard coverage and Purchase Protection Plan for the purchases which make their service special. The Advertising Standards Authority or equivalent would prevent the advertiser from making overly extravagant claims anyway, but they still attempt to make their offer seem perfectly credible. 7. 0 Recommendations From the advertisement, the readers might feel the card only available in exclusive world as the car stands for luxury. Not all but some of the readers might feel that the exclusivity rewards, and special treatment reserved for a special few, not for them.

The website or service line should explain further to those customers that misleading by the pictures. They can emphasize on the protection plan to place themselves a credible image. The words-” The men don’t get it” didn’t stated clearly that whether the male readers can apply this credit card for the lady. For male readers, they may think they can use this card without the offers which women interested at. The conditions should write clear, not that small which stated in the advertisement. I am not sure that buying branded items necessarily causes happiness to a woman.

But many of them tend to believe the advertising; they may feel a let-down when their existing card does not bring the desired partner or other increase in status. When they have such expectation, buying a branded item would be necessarily, make them feel happy. More insidious is the indirect effect, namely that they have to work hard and go into debt to buy all this stuff. That, in my opinion, the debt hidden behind is what makes people unhappy. The company should come out a proper financial plan and clarify to the consumer before the consumer purchase their services.

The printed Herbal Essences advert has tried to create a natural yet casual image with the use of appropriate colours and words. It also suggests that the shampoo is exciting, fun, and sensual. This is achieved by the usage of slogans, which appeal to the modern and self-conscious women. The mixture of appealing factors in the ad increases the threshold that the shampoo will attract. Some people will buy it because it is ‘organic’ and some people will buy it because they want to feel pleasures such as those suggested through the advertisements innuendos and the woman’s expression.

The television version of Clairol Herbal essences appeared in a commercial break during Footballers Wives, which is a program watched mostly by people aged between 15 plus. This therefore identifies Clairol’s target market as being younger people, i.e. older teenagers and young adults, who are very mindful of the way they appear to themselves and to other people. It appeared between nine and ten o’clock, which is then time when teenagers are usually watching television after have completed their school work. By putting the advert there, it is likely to be seen by the largest number of people from within the Herbal Essences target market.

Again, the promoters have not used famous people in the advert, which shows that the shampoo can be used by anyone. It also makes the advert seem less formal and more personal. There is again no specific colour scheme used in the television advert. This advert is set in a typical bathroom, allowing the viewer to relate to the situation, as it will be an everyday scenario for most people. The first shot is of a normal looking man cleaning his teeth. The image of the man is cropped to just include his torso upwards, allowing the viewer to clearly see his changing emotions. This is also the case for the woman in the shower, whose image is also cropped to allow the viewer to concentrate on her changing emotion, and on the bottle of Herbal Essences. The background is slightly out of focus allowing the viewer to concentrate on the man, rather than his surroundings.

In the first section of the advert, each shot lasts no more than 2 seconds, showing how quickly the Herbal Essences will change your shampooing experience and the emotions you feel. This is further illustrated from when the man’s expression changes from one of satisfaction to one of utter shock within four seconds. The speed of the editing creates the effect that the Herbal Essences is such a sensual and enjoyable shampoo that it works immediately to give you a pleasurable shampooing experience.

Just as in the printed advert, the link between the relationship between the woman and the shampoo, and real-life relationships is clearly shown. The relationship between the woman and the man is breaking down as quickly as the relationship between the woman and Herbal Essences is being built up. The man believes that the woman is talking to him, when she describes having found something new, but in fact the viewer of the advert is aware that she it talking to her shampoo bottles.

When the advert shows just the bottle of Herbal Essences, the camera shots are longer, which makes the Herbal Essences bottle most prominent feature of the advert. The centring of the Herbal Essences bottle makes it the most prominent image in the frame, just as it was in the printed advert. This bottle of Herbal Essences has small water droplets running down it, making it look as though it has been used, and the lather droplets trickling down it indicate that Herbal Essences is used frequently. In this particular shot, the background is completely out of focus so that the viewer’s attention is not diverted away from the bottle in those vital few seconds in which the Herbal Essences bottle is the only thing on the screen.

The shots are neatly cut, and fit neatly into one another. In this first section of the advert, the only camera movement occurs when the woman picks up the bottle of Herbal Essences. Here the camera zooms in a little towards the woman’s face, so the viewer can see the effect the shampoo is having on the woman already. When the man spits out, the camera zooms in to emphasize the shocked look on his face. Whilst the woman is holding the Herbal Essences, the camera also moves around so that the bottle is viewed from two different angles. This draws attention to the Herbal Essences bottle, so that its image sticks in the viewers mind.

The woman never looks directly into the camera, instead looking at the shampoo bottles. A voice-over begins after the man spits out. The voice over is of a young female, possibly in her early twenties. This voice-over fits in with the target market of Clairol Herbal Essences. The voice does not have a strong accent, which opens up the target market of the shampoo to include people from any region or class. The voice-over uses formal language to describe the shampoo. This usage of formal language creates the belief in the viewer, that whilst Herbal Essences is a shampoo that is sensual and satisfying, it is formulated using natural herbs that really improve the condition of the hair.

The definition of roles according to gender can be regarded as one of the most dynamic inventions of our society. It has developed through time and has been continuously affected by the changes in the society itself. The clear demarcation of roles, however, remains clear amidst the era of technological and intellectual revolution. Television and print media portrayal is a representation of the existing social definition of gender roles. Where a male or female is placed in the society, is depicted in media and an analysis of which can give us a picture of the status quo.

This paper shall focus its analysis on the gender role definitions as depicted in print media and the changes in the image portrayal of the male and female roles. Working Women, Domesticated Men? In the earlier era, women are stereotypically portrayed as the submissive mother and wife who makes sure that the home is in proper order while staying beautiful for her husband who will come home later in the evening after a days work, the husband who is the head of the household and has to bring food to the table, make sure that his kids go to school, have good toys and his wife the money to buy groceries and beauty products.

Women empowerment has been a common theme in female ads. The image of the working woman as a member of the corporate world has been common in print or television ads. However, the image of the woman as a nurturer, the domesticated cannot be detached from femininity. The association of women to certain domestic roles has already been a solid popular culture stereotype (Courtney and Whipple, 1983). That is why majority of home cleaning products still has women as the main character. The image of the Stepford wife has been tamed however not completely erased.

In an ad for example of Clorox all purpose cleaner, set in a bathroom, a woman is being given a speeding ticket by a traffic enforcer for the speedy effect of her cleaning product. The woman, though not clothe in glamorous stereotypical Steford wife outfit, instead wears simple jeans and shirt, the message of the ad still remains that a woman has power over her house and that is also her duty to tidy it up and keep it clean. Though the image of strength and power is shown the fact still remains that the domesticated image is still that of a woman’s.

The powerful woman as depicted in political ad campaigns still quotes of women as “mothers of nations” is a good example of how a woman’s domesticated role is kept in status quo amidst all the changes in the society , the woman as the mother and nurturer will hold the same. On the same thought, an ad of a man on a cleaning product of Clorox still shows the male machismo image. In this ad of Clorox bleach pen, a philandering male character was shown. The image of a kiss mark stain that has to be removed so that the wife will never find out about his affairs and how the cleaning agent can help him conceal it.

More than the image of a philandering male, the ad also shows how this society supports the machismo culture and how it is accepted rather than condemned. Moreover, male advertisement still highlights strength and power but most importantly the male control over female (e. g. axe TV ads where women chase over men after they spray axe all over their body). Erving Goffman’s study on Gender Advertisements shows in various ways how this male power governs over society and women is depicted in advertisement—this power relationship maybe shown in several ways, maybe in posture, positioning or tonality of figures.

(Goffman, 1979) Women are delicate, Men are tough The image of a delicate woman as shown in perfume advertisements versus the image of the tough man in tuxedo in a men’s perfume ad defines the image and the attitude that each gender role has to play in the society. Though women are already empowered, this empowerment is still limited and that woman has to maintain that soft image. Even in advertisements of health drinks where the masculine image is imbibed by the woman, the softness of the image is still maintained.

On the other hand, men has not changed much, though men can already be seen in female products such as sanitary napkins, the image is still that of a man being satisfied by the woman. Final Analysis As the society evolves so as the different roles embedded in gender. However, it does not evolve in such that the roles will change (as woman will take men’s role completely or vise versa). The concept of gender role is deeply embedded in the society and will continuously be as such until God knows when. The maintenance of these roles are kept in place by the different social institutions.

In Bandura’s social learning theory, it is stated that thiss labeling of gender starts early in childhood. (Bandura, 1977) The concept of a boy and a girl is adapted thru socialization. This brings us to the issue of nature versus nurture. While sexual identity is brought about by nature and acquired at birth, gender role identity is acquired thru socialization. In our day and age, media plays a huge part in this process of socialization. Children are put in front of television as early as a few months old. And in such an early age they are being given the role — as women or girls to the girl stuff and men to the guy stuff.

Though this society, already made a great leap as to refining gender roles, as women now can vote or take part in corporate activities, the relationship between men and women still is the same as it was centuries before our time. The media shows a clear image of this. Though the environment has changed, the fields are now replaced with industrialized images, houses became condominiums and horse drawn carriages became high powered cars, the reality still is that women though can already work and earn a living and can have successful careers are still expected to take care of the house, their children and most of all their husbands.

Men on the other hand, still illuminate the image of power and strength. They still have to take in the image of the “Man of the house”, control the woman and over power her, the leader. This as we can relate in the reality of our present leadership is very accurate. Though a lot of women already made a huge contribution in our government, it is still a rather comfortable idea for most to be led by a man and the woman remains standing behind him. With the empowerment of women is a question of whether women’s life has actually improved.

Though indeed opportunities have expanded for females, this also led to a social pressure of leading a double life. While men still has to bring food on the table, they still have the option not to participate in domestic activities for the reason that they are not obliged by the society to do so. And as women take on the role of the working woman, partaking in the production and trade (which by the way should have been an option but is now a necessity due to the current economic situation), he is still compelled to take on her “female responsibility”.

She has to make sure that the house is clean— she not her husband. She has to make sure that her kids are well nourished; she has to be beautiful so that she can satisfy her husband. And these are also what she will be relating to her kids. And these will be thought in the school and church, a subject of discussion in the market, in the office and the family gathering and be portrayed in the television and in the magazine. On the other hand same challenges holds true for the male group. William Pollack emphasized the realization that gender-role socialization makes life hard for boys as well.

Because Western culture provides boys little opportunity for self-expression and close emotional relationships, the suicide rate and rate of violence in teenage boys is far greater than for girls (Pollack, 1998). Whether media defines our gender roles or it just shows us an image of the social reality one fact remains true that the society has its own mechanism and power to maintain the status quo despite development and change—norms will be maintained and celebrated while deviation is alienated.

We are all part of one society and the mere existence of roles is the very reason why this society exists. For undefined roles may bring chaos. And we are all participants in this. Even the most radical thinker will agree that we all exist to take part in a role that we are assigned with. Each part of this society is a socializing agent. The way advertisements are structured is in such a way that they not only show the status quo but also to influence the publics way of thinking.

While the society see it as a mere propaganda, a means to sell a product, setting trends to produce a demand and manipulate the economy, underneath is the silent mechanism of inculcating the definition of what one person has to be in a society. Will this girl be a beautiful lady who uses the best perfume in town to seduce or satisfy his man or the man who has to use the best perfume in town to bring in as many girls as possible within his grasp and thus be their one and only “prince? ” Media defines what is in and what is not— what is cool or what is hot. It can also be noticed the placement of these advertisements in magazines.

As magazines are categorized to the different genres namely: lifestyle, fashion, techno, men’s women’s magazine, all of which to define the scope of its market and of its influence. The type of advertisements in magazines depends on what is that magazines target market. Say for example a teen magazine would most likely have ads on beauty products and fashion accessories rather than cleaning aids and detergents which would be seen on her mom’s magazine on home and gardening which both strengthens the definition of their existence in the society tells them what should they do.

An ad targeting a male population as a market would definitely show strength and power, the six pack abs the male who escapes his wife’s suspicion of his affair thanks to a new cleaning product, a male who takes in a strong alcoholic drink and beside him appears a very beautiful lady (definitely not his mom or grandmother for it will ruin his image. ) To summarize, gender roles are portrayed in advertisement as an image of status quo and a as a socializing agent.

In this means change although possible, is not totally radical. References Adland. (2009). Commercial Archive. Retrieved April 1, 2009, from http://commercial-archive. com/n1rv4n4g8/2005/augjpgs/cloroxcop. jpg Courtney, A. and Whipple, T. (1983). Sex Stereotyping in Advertising. Massachusetts: D. C. Health and Co. Genderads. com (2009). Images. Retrieved April 1, 2009, from http://farm1. static. flickr. com/61/154760146_55bfe9ab7f.

jpg? v=0 Goffman. Erving. (1979). Gender Advertisements. New York: Harper and Row Inc. Ltcconline. net. (n. d. ). Gender Roles. Retrieved April 1, 2009, from http://www. ltcconline. net/lukas/gender/roles/pics/roles69. jpg Lucas, S. A. (n. d. ) The Gender Ads Project. Retrieved April 1, 2009, from http://www. ltcconline. net/lukas/gender/pages/roles. htm Pollack, William. (1998). Real Boys. New York: Henry Holt.

For the Walkers crisps with the advertisement for the McDonald restaurants! Both advertisements are popular food products. McDonalds are very famous all over the world; the company is based in America and started off there. Walker’s crisps are a British company. When you hear the name Walkers, you often think of walkers crisps. Both of these companies sell there products to a range of people. The younger people generally more of these products than older people. In the McDonald advert, they are trying to tell the audience that their restaurant isn’t just for teenagers, but for all ages.

They have shown this through the characters in the advert. They also are trying to promote that McDonalds is a class less place where you can go to eat, they show this by using different people with different colours of skin and showing costumes of builders, school kids, actors and etc. the people also do not speak to one another. The only signal to each other is when the man and woman look at each other and nod as if they are approving of the food they have been served. The people look happy and are moving briskly away to the sound track. The clothes that people where show the occupation that they are involved in.

The walkers advertisement however is a lot more relaxed and humorous. The first scene starts off with a group of children. The scene is also set in the past, maybe the early 1950’s, you can tell this because the road is full of cobble stones, the clothes and hair styles are old fashioned, also the picture of the overall picture and the buildings in the background have all been made duller. The story seems to be that a little boy has been bullied into shaking the crisps while riding down a hill. But the little boy has very cleverly out witted the older boys because he then steals the crisps.

I think after it then becomes clear that the boy has volunteered to shake the crisps. In the second scene it becomes clear that the little boy who stole the crisps is Gary Liniker. Liniker is world famous because he played international football for England and for never getting a yellow or red card in his whole football career. He has been known to be called the good boy of football. In the advert, the grown up boy (Gary Liniker) has once again done the same trick with all of his mates running after him. It also adds a bit of humour to find a fault of Gary Liniker, that he steals crisps from people.

The sound track for the McDonalds advert is an important part of the advertisement. The music sets the pace and general feel of the ad. The song is an nursery tune that they maybe choose because everyone knows the words to the song and might make them some how familiar to the ad and make them feel involved in it. The song is “Noah’s Ark” and instead of the animals going in two by two, this time the people go in two by two. The words to the song match the price deal that McDonalds are going to do E. g. 2 pounds, 2 burgers and 2 fries. The words are changed to customers which is a classless thing to call anybody.

The people also parade across the road to the beat of the music. The voice singing the lyrics to the tune emphasis some words such as “Every one pays the same” Most people also associate that song with early childhood when they were happy young. In the Walkers advert the song that they use is also representing the crisps that they are trying to sell. The song is called “Shale Rattle n Roll” and the crisps are called “Shake n Salt” and you can spot the similarities with the titles. The song is also a fifties song, when the first part of the advert is also based. Also brings back some fifties nostalgia to the people who were alive then.

The voice of Gary Liniker is also very friendly like and he talks to us in a way as if we know him. At the end of the ad another straight forward voice comes on. This voice tells us the products name and the slogan for it. “Walkers Salt n Shake, Shake them like we used to” The language in the McDonalds advert is a lot straighter forward and gets to the point quicker which I like. The voice that sings the words to the song is the one who tells us the different kinds of people going into the restaurant, it dos this listing the occupations in the song and repeating the important words like “Equal”.

The advert I have chosen for my analysis is the Nissan Micra advertisement, entitled “Gadgets for Girls”. I will be identifying the target audience and analysing the visual and linguistic features. I will then be making an overall judgement on how effective the advertisement is in reaching its target audience. This advertisement is aimed at the young, attractive, woman with a high income. Firstly, you can infer that it is aimed at younger women as the title is “Gadgets for Girls” and the word “girl” is used throughout the piece. An older woman would probably not classify herself as a “girl”, therefore, deliberately or not the advertisement would alienate an older age group of women.

You can also tell that it is aimed at a younger age group as an older woman would not perhaps have such an active social life and participate in the same activities as a younger woman. Throughout the article it mentions going “cruising” and being “out on the town”, which I believe to be activities in which a younger group of women would participate Thirdly, you can tell that it is aimed at women rather than men as the article mentions hobbies such as “shopping” and it mentions that it is suitable if you have lots of “leggy” mates. The average male probably does not tend to have “leggy” mates (or call them such!), nor would a car that will help with “shopping” be something that would appeal to him.

You can tell that it is aimed at women with a high income as in the picture it shows the car placed in an elegant street with a sophisticated woman approaching her door. Only a woman with a high income could afford to live in such a street. Also, the woman is wearing work clothes, indicating she works and can probably afford luxuries such as the new Nissan Micra. Throughout the advertisement, it indicates that it is aimed at a group of women with a high income as it mentions “over doing it with the shopping” and that the car will do “wonders for your social life”, suggesting they can afford to overdo it with their shopping and have active social lives because of their high income. Furthermore, the article was published in The Guardian, a quality daily newspaper rather than a tabloid which indicates that they are probably aiming at a high income group.

This article uses many linguistic features throughout to make its product appeal to its target audience. The article opens with a bold F to signify women and their defiance of the stereotype of cars being only for men, showing the intended user and appealing to her. The choice of words throughout the piece is specifically chosen to appeal to women. “Well we say…. Nissan Micra” this is use of colloquial language; it is picking up on the fact that women like to gossip etc and expressing information in this manner. Furthermore, as the article states the features of the car “A run-down … more room” This is done in a chatty manner and it reads like a shopping list, making it appeal and being effective.

One of the main techniques it uses is neologism, which it uses towards the end of the article. Neologism is a newly coined word or a phrase or familiar word used in a new sense. It uses words such as “simpology”, “conventive” and “legage”. The effect that this has on the reader is that they begin to associate the Nissan Micra as being a modern and desirable car as we associate those modern words with the car. “Legage” is connecting to the “girls” in the back seat, “conventive” and “simpology is connecting to the assortment of technology with the car and how they are convenient to the driver.

These neologistic phrases are then followed by the words “grab a brochure and become fluent today” which is very effective as the reader will think that the car is in a class of its own as it has its own language, making the reader want to buy the car as he or she strives to be modern. In addition it is also connecting to the target audience as a working woman doesn’t have the opportunity to stop, they just “grab” the brochure.

Mario Badescu products are completely new to the market. The latest trends in Brazilian market of cosmetics suggest that Mario Badescu products will be extremely successful among all layers of population. Although Brazil has already positioned itself as the most promising cosmetic market in Latin America, it lacks domestic manufacturing facilities, and mainly relies on imported cosmetic products. With the 15. 59% growth of cosmetics consumption per capita (5), Mario Badescu possesses vast opportunities to take its marketing niche in Brazilian market of skincare products.

Company identity Mario Badescu is known all over the world for its high quality elite cosmetics and skincare products. The company has managed to align traditional skincare secrets with modern technology of manufacturing cosmetic products. Mario Badescu customers value the highest quality of its products and services. The company follows the principles of stability, quality, responsibility and responsiveness to consumer feedbacks. For those, who look for high quality skincare products, Mario Badescu is the best solution.

With the continuously growing Brazilian market of cosmetic products, we expect that Mario Badescu products will become a revolutionary intervention for the Brazilian consumers. Mario Badescu brand Skincare products under Mario Badescu brand are extremely specific, personal, and almost intimate. Psychologically, women and men refuse speaking about the products they use to stay young and attractive. Mario Badescu meets a serious challenge: it combines the discussed “secrecy” by promoting natural looks, and makes its products popular. Make-up usually has several substitutes.

There are traditional cosmetical products, and those which promote natural looks. It is critical, that where natural looks is preferable, cosmetic products may experience sales decline. (2, p. 18). Mario Badescu products initially promote “natural” looks. By choosing Mario Badescu skincare products, consumers do make a choice towards particular appearance. The brand is well-protected from the threat of possible substitutes by offering “natural” shining skin, without any sign of artificiality. The three product lines Mario Badescu products are new to Brazilian market.

Even in the light of the promising marketing trends, we should carefully choose the products with which Mario Badescu will enter Brazilian market. It is critical that we avoid excessive product diversification and concentrate on the most important products for the major consumer groups. Mario Badescu presents three different product lines: for teen care, aging, and pregnant skin. Each group of product targets specific consumer groups. By offering the three different types of products, Mario Badescu meets several product requirements. First, consumers become aware of the wide product list and product opportunities.

Second, Mario Badescu initially directs its efforts at the three most vulnerable consumer groups, by offering them high quality cosmetic products. Third, the strict product line division suggests that consumers will hardly confuse the products. Fourth, Brazilian culture promotes shining appearance, sexuality and luxury. The three lines of skincare products from Mario Badescu solve the three major skin problems for Brazilian population: teen acne, aging, and skin changes during pregnancy. Ultimately, these product lines allow Mario Badescu conquering the major portion of the market without excessive product diversification.