Advertising means to call the public’s attention to one’s product, service, need, etc. But what we see isn’t what we get or how we will feel. The purpose to advertise is to sell, the more you advertise the more you will sell. Many companies have ways into luring us into buying a product that is unnecessary. Jib Fowles describes the fifteen appeals in which advertisements use, which are Need for sex, Need for affiliation, Need for guidance, Need to aggress, Need to achieve, Need to dominate, Need for prominence, Need for attention, Need for autonomy, Need to escape, Need to feel safe, Need for aesthetic sensation, Need to satisfy curiosity, and Psychological needs. These appeals are used to make ads in commercials, magazines or internet. In this essay I will be talking about the media`s advertisements how they have gone to an extreme by using young girls to be on the covers of famous beauty or fashion ads by using three of the fifteen appeals-Need for attention, Need for aesthetic sensation, and Physiological Needs. These appeals can make advertisements visible to see or invisible.
As I was looking for an interesting advertisement in the internet I came across with these two ads and it amazed me how the companies are using young girls to sell a makeup brand. I understand and acknowledge that they need media attention but this is going too far. We can see that in picture number one it says “Loves baby soft. Because innocence is sexier than you think”, what will your reaction be when you see this young child in front of the magazine? I was flabbergasted because the child’s innocence is being taken away by telling them how sexy a lip gloss can make them look. In the ad she is wearing a white dress and is carrying a white bear with a very soft lip color. According to the Color Wheel Pro, the white represents goodness, innocence and purity. In advertising, white is associated with coolness and cleanliness because is the color of the snow.
First in every advertisement, all sponsors use the female model because they look good and sexy. A sponsor uses the female model to create big impression on the audience and make them buy their product. Models dress well in the ad looking charming and attractive. Sometimes people buy the magazine not just to look at ads but they are looking at models are in the ads. For example in LOreal ...
What will the young girls say or do when they see this ad? Where will their morals go? If the advertisement becomes popular and many little girls start buying a product, they will start conforming towards something that in reality isn’t really desirable to look beautiful. Their innocence is taken away and instead of being a young child they want to become more adult like in their way of acknowledgement. It is stated by Breezy, that according to a 2007 study performed by the American Physiological Association, “exposure to females in the media is harmful to a little girl’s emotional and physical health. The young years are especially crucial, because children tend to be more impressionable than adults”. With that said, little girls are more gullible to believe that wearing makeup at a young age will make them beautiful and their innocence as a young girl will be unknowledgeable.
In picture number two we see that there is the “famous” Thylane Blondeau, the 10-year-old French model. She is wearing a black dress while embedding a really dark red lip gloss. According to the Color Wheel Pro, red is associated with passion, desire, and love. The color black is associated with power, elegance, formality, and mystery. On some word in the top says “BEAUTÉ” meaning beautiful in French and the sentence “quel maquillage á quel age” means what make up at what age. I believe the sentence is referring that it’s alright for young girls to start wearing make up at such a young age because they will look beautiful, but in reality it’s just an item that might make them loose their innocence.
Depression of Happiness " Oh my God Becky look at her butt! It's so big." An excerpt from a very popular rap song describes a fast growing number of girls who believe they are fat no matter what anyone else or the scale tells them. Since they can remember scantly clad models and celebrities have been parading if front of them on a daily basis. This is causing a widespread epidemic of ...
What image is this giving our young daughters, nieces, and sisters? Is it truly correct for young girls to be applying makeup at such a young age? Dr. McCarthy showed some of Thylane`s pictures to her ten year old and according to her daughter Natasha she said, “That’s horrible mommy,” because Thylane was dressed like a grown-up. After wards her mom showed her some pictures in the internet and asked her what she liked “she pointed to short skirts, tight fitting shirts, spaghetti-strap tops, and low-riding slim jeans. Children are supposed to be children? Cry, think of their favorite cartoon, cereal, toy, etc. and not think of how they should look and what they should wear at such a young age.
Both of these advertisements show the Need for attention, Need for aesthetic sensation, and Physiological Needs. The need for attention-They are showing two young girls using their makeup brand which in this case is lip gloss. The companies are trying to reach our younger generation and they truly are accomplishing their goals without us even noticing. Have you ever noticed the famous Barbie or the Bratz doll? If you go and purchase one, what do you see? I see a Bratz doll wearing short skirts and fishnet stockings with bright red lip gloss and a small body. Then I see a Barbie doll, which “is slender, curvaceous, and lacking of any flaws” (Breezy).
Unfortunately the companies are sneaking ideas into young girl’s minds without us or the parents even knowing it, making them think that looking like a doll should be considered as well as wearing makeup. To us a doll is just a toy but them it can be their way of consuming the features of a doll. The need for aesthetic sensation-The photos or filming or drawing is near “perfect”. They have the probability to show that their product can make you look as “perfect” or as “beautiful” as the model in the magazine.
Physiological needs, meaning that its something you want but in reality you don’t need. It’s a unnecessary object. For example the lip gloss, a little girl does not need lip gloss to feel pretty. It is stated by Dr.McCarthy, that according to a 2007 report from the American Psychological Association, sexualization is bad for girls because: “Worrying how they look can make it hard for them to concentrate on schoolwork and other tasks. It can cause emotional problems such as shame, anxiety, and self-disgust. Sexualization is linked with the three most common mental health problems in girls and women: eating disorders, low self-esteem, and depression. It creates unrealistic and/or negative expectations about sexuality. It encourages girls to think of themselves purely as sexual objects.” All these things can be dangerous to a young girls` mind because they begin to conform to pop culture and can lose their innocence at such a young age.
In this chapter I aim to gain a through understanding of sociological methods and to look at various methods and their merits and problems, i. e. quantitative etc. I will also attempt to show the methods that will be used in study, and asses the reasons for my choice. It will also be beneficial to look at possible problems and measures to minimise these problems At a basic level research falls ...
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females and young girls have an enormous effect on their thoughts, attitudes, and actions. Most of the time, women and young girls don’t even realize that these advertisements are forming self-image issues. These morals surround them daily and they become familiar to the ads. Advertising creates an entire worldview persuading women and young girls to imitate the images they see all around them. In order to create a market for their products, companies constantly prey upon women’s and young girls self esteem, to feel like they aren’t good enough just the way they are. This makes women constantly feel stressed out about their appearance. Advertising has a negative effect on women’s body image, health, and self-esteem. This can all conclude on trying to fit in with everyone, or as we know it “conforming”.
Overall, if various commercials and ads “kill” women emotionally, what will it do to the young girls? Young girls can become depressed if they believe they are supposed to look like someone in an advertisement. “Undergraduate females who looked at advertisements featuring beauty-enhancing products reported feeling less attractive afterwards” (Nagy).
Technically speaking Pop culture hits our young generation without us knowing. The parents as well need to take part and need to be careful of what we say and how we look and act. “Actions speak louder than words, and our kids are always watching us” as stated by Dr.McCarthy.
Recently, women have begun to see changes in their role in society. Although girls and women are starting to receive messages about being strong, independent women, too often they are also still receiving messages indicating women should be fragile and domestic. In an article titled "Leader stereotypes match men more than women," Catherine Kleiman quotes Alice Early, a psychology professor at ...
Dr. Claire McCarthy. Thriving. November 1, 2011.http://childrenshospitalblog.org/sexy-ads-sell-to-little-girls/ Color wheel Pro. http://www/color-wheel-pro.com/color-meaning.html Karen Nagy. Beauty Product ads killing Sales, Self esteem. 28 December 2012. http://www.postadvertising.com Breezy Sands. Mass Media Has a Negative Impact On Women. February 2012