Through out the history of the world, the societies have constantly tried to influence the people through any means. In our current America, there is no exception. I have taken several advertisements from a few of our nation’s magazines, to analyze. Written in this paper are my results.
The first: CLAIROL Herbal Essence ad featuring Britney Spears
This ad was featured in the August 2000 edition of Teen People. In it, there is a widely known tactic used to get the readers attention: Visual effects. In this ad particularly, the star, Britney Spears, seems to be in a freeze frame stance. Her hair appears as it would if she were jumping. There is also another visual effect, for, you see, she is not perpendicular, but slightly tilted, giving her a sort of spunk. These are the effects that are used to grab the reader’s attention, but what is used to keep it? Well, here there are several: A) Sex appeal, B) Money Appeal, C) Snob appeal, D) Comedy, E) Star appeal, and finally F) Plays on emotion.
The sex appeal is presented in her seemingly flawless look. She seems to have toned arms, shinny hair, excellent make-up, a very petite body, and perfectly proportioned. The money factor comes in with the fact that she is a well-known star, so “she must have a lot of money”. The snob appeal also comes into play with the fact, plain and simple, that she is a star. This also ties in to the microphone that she is pictured with. The comedy seems to present its self in the visual effects used, and the face she seems to be making. It seems peculiar, and to some extent, humorous, that she is so well proportioned and so seemingly perfect, but she seems to be in a frozen state. Also, she seems to be hanging off of the page. The star appeal is also, the plain and simple fact, that she IS a star. Which also seems to tie into the play on emotion, for ““everybody wants to be a star”.
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The Second: A Neutrogena make-up advertisement featuring Jennifer Love-Hewitt
This ad was taken from the November 2000 issue of Teen People. In it, the eye-catching effect that was probably the most prodomentent again, the visual effects. All of the features, the pictures, the writing, the name, seem to be at a right angle. There are also series of color shapes, a gray rectangle, and a power blue (almost sky like) square. There is also a picture of the make-up, and a picture of the star with the same powder blue background. This is an ingenious tactic, for, the photographers seem to have stated that their product is at the same social level as the well-known star. The power blue background is also often used as reference to clean, a slogan often used by the company. There is one more visual tactic, a picture of the star’s eye. The eyelash has been coated with mascara (asumably from the company) and curled, then it has been perfectly evened out, and the eye make-up has been coated with perfect level and color.
All of those are used in the eye-catching visual effects, so what is used for “eye-keeping”? Once again, there are several: A) Appeal to Money, B) Play on emotion, C) Appeal to stardom, D) Snob appeal, E) Image appeal, and F) Word appeal. The Money comes in, once again, as the simple fact that she is a star. The play on emotion: the fact that generally, most people want to be well liked and known. The appeal to stardom takes place because it’s like the writers of the ad are trying to say that “this big star is using our products, and she is more beautiful for it, so you should use our product too”. Snob appeal, Image appeal, and word Appeal all come into play because of the words that are used, and the fonts that are used for them. Notice that “take lashes beyond long” are nearly as big as the company name. “FULL LENGTH” is the product trying to be sold, so there for the name of it is in bold capital letters in a different color, powder blue. You remember about powder blue, right? Well now not only is the picture of the make-up equal to the star, but so is the name of the product: ingenious.
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The third: a Cover Girl make-up advertisement featuring Faith Hill
This ad was taken from the November 2000 issue of Teen People. And specifically advertises a “new” sort of eyeliner and lip color that the company has produced.
The first thing you notice in the ad is the virtually naked Faith Hill (or so it appears), so I’d have to say that the eye catcher would have to be Sex appeal. Though the center of the ad seems to be her eyes, the first thing you notice is her thin, tan, perfect shoulder. The eyes come into play only after you notice the shoulders peak and follow the line of the hair up to the eyebrow that leads down to the eye. The eye then leads you to the hair opposite the side you came up, and brings you down to the bunch of eyeliners and lip colors. Then the hair once again brings you up around into the eye once again, making a slight pit stop to read the lettering, and so follows the “vicious” circle of the ad. It uses simple dynamics to pull you through it. There are a few other tactics used (besides the sex appeal and visual effects mentioned), including word appeal, star appeal, and money appeal.
There are numerous words used to favor the product, as apposed to informing the consumer about it. They are words such as: “New” “glides” “wears for hours” “even” “hydrating” “better” and “more”. Theses are all very important features in make-up. The star appeal is held in the model, and so is the money appeal. The other appeals don’t seem to present them selves here, the mood just isn’t right. Her eyes seem to be accepting and loving, not like the other’s, whom seemed to be smiling because they knew that they were pretty when they did so.
The fourth: A Nike clothing advertisement featuring Olympic runners
This ad was taken from the November 2000 edition of Teen People. The first thing that strikes you in the ad is the shade of the pair’s skin. It seems to be a charcoal, making them appear god like. The shadow seems to effect only the one in the seated position, thought it seems to be distorted. As for the rest of the techniques, there seems to be a simplicity, purely god like, so the only real propaganda is image appeal, however great and ultimate.
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The Fifth: A Jansport Advertisement featuring Mark McGrath (of Sugar Ray)
In looking at the ad that appeared in the August 2000 Teen People, the first thing noticed is the seemingly god like appearance of the two (McGrath and the backpack).
It is the same image appeal as used in the Nike clothing ad. The second thing noticed is the complete blue tint of the stage. There are few other tactics used: Sex, and money appeal, and the word appeal.
The first, money and sex appeal, is assumed because it is assumed that you know who Mark McGrath is, or what Sugar Ray is (as is assumed in virtually every other ad).
This is not much of an assumption, because the target audience is sitting in front of the stage, there for you to see (not really, they are also assumed).
The words seem to be presented in a state of ultimately, as if they were as immortal as music herself.
The Sixth: An Oil of Olay Advertisement
This Ad was featured in the March 2000 edition of In Style. In looking the ad, the first thing to strike your attention is the interactivity required. This feature (interactivity), is something that most people love: scratch ‘n’ sniff, touch to reveal, even peel off to unlock. This is a very widely used and beloved. The second thing noticed is the fact that the model is nearly completely naked, and doesn’t seem to care. This method strikes two in one: Sex appeal, and appeal to emotion. Sex appeal because this model is particularly beautiful, and the second because she is apparently so comfortable with her self because she has used the product. All in all, this is one of my more liked ads.
The Seventh: a Doctor Feel good Advertisement
In the ad featured in the March 2000 edition of In Style, the BeneFit cosmetic company uses a play on emotion: this ad features a picture of what seems to be and elderly (20’s to 40’s) picture of what in thought in the US to be an ideal love. Also, comedy is used, for, these pictures always have a rather humorous position to them. There is a sort of visual effect used to make the ad look rather peculiar also, the frame and audience is animated. It is a rather bland and unappealing ad, however.
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The Eighth and final: A Milk Advertisement Featuring Elton John
The first thing noticed in this ad is the shocking color that John is wearing, because of the completely white set. Though this is the singer’s style, so it is fitting. This particular ad was also featured in the March 2000 edition of In Style. This ad seems to be funny because of the position John seems to hold. We as readers are also effected by it emotionally, because virtually everyone loves Elton John. The dynamics used also point the way to John, and his glass of milk. This gives the product and the model spotlight, but not equal, for Elton John over shadows every one.
All of these techniques (and more) have been used by companies and Countries alike, so it is very important to recognize them. So next time Uncle Sam wants you, ask him why
