Product-Information Format

 1.

Brand/Product: Neutrogena/Acne Stress Control

Source: Self

Publication Date: May 2010

Category: Text-based

 A text-based ad the product is main focus of the advertisement. Through the use of text the product is described and it main functions, benefits, characteristics are all explained. The main emphasis is on the text about the product. It makes promises about what the product can do. The use of product images are also common, but generally they are just enforce what the text is already explaining.
Specifically in this Neutrogena ad, the text is highlighting the new technology in their Acne Stress Control face wash. With or without the imagery in the ad, the message is clear that Neutrogena has created a product that is beneficial and revolutionary. In the text they highlight the fact that your skin will be stress-free. The advertisers here are assuming that their target market is most likely a person leading a hectic life, full of stress and they are promising that their new MICROCLEAR technology can alleviate some of that stress. They also discuss use of cucumber and green tea extracts which can commonly be associated with high-end salons. Mentioning these two extracts signifies that not only is the product strong enough to "unclog even the most congested pores" but is also a high-end product.  The text also says "Neutrogena. Recommended most be dermatologists." which is explaining that not only has this product received good results from a clinical study, but all of it products are good quality. The text is highlighting the good standing of the entire company. This ad is appealing to a rational consumer with it clinical study guarantee and the concept that it can do more than wash your face (remove stress from your life).
Refer to Page 175 in SCIA 

                                                                                                                                                                                                                                              

 2.

Brand/Product: Secret/Flawless Renewal

Source: Glamour

Publication Date: Nov. 2010

Category: Visual or verbal appeal to science

This type of product-information ad uses visual and verbal appeal to science in reference to deodorant. In this ad the concept of a thermal image is a sign. It signifies the strength and resourcefulness of science. There for the deodorant is signified to also have these qualities. Through the scientific concept Secret is also displaying that they understand a woman's body and therefore can create the product for them. The scientific thermal image strengthens Secret's claim you need "body heat triggered odor protection." Not only are they telling you that you need their product to prevent odor problems, but that their product has 2x more odor fighting ingredients. Also the combination of the thermal image with a girl in ball gown, says that you can still be a lady and use a product as tough as Secret.

                                                                                                                                                                                                                                              

 3. 

Brand/Product: Xenadrine/ Xenadrine Ultra

Source: Ok!

Publication Date: Jan. 10, 2011

Category: Product Demonstration

This Xenadrine ad uses many advertising techniques but one of the most obvious is product demonstration. The product demonstration type ad uses visual representations of the advantages of the product. It's central idea is to display the advantages and utility of the product.
In this case Xeneadrine is a weight loss product. The lower right corner of the ad show Nicole Grenier before and after using Xendrine. The ad is trying to show that with help of this product you can be as successful as Nicole has been. She is even quoted saying how much weight she has lost and how she now feels beautiful.
Refer to page 175 in SCIA.

Product-Image Format

4.

Brand/Product: Schick/ Intuition Plus Razor

Source: Shape

Publication Date: May 2007

Category: Product in Natural Setting

In the product-image format, an image of the product takes a vital role in the ad. It is often given special qualities or symbolizes something in the ad. 

This Intuition Razor ad fuses the razor with the mountainous scene behind it. Although the razor itself is not actually in the scene with with mountains it interacting with what is going on in the image. Since the razor is as the base of the river, it can be said that the river is acting as a sign. The river here is smooth and calm, and so it becomes a symbol of these characteristics. These characteristics are then placed on the razor. The ad then implies that your legs will be just as smooth as this river and you will be just as calm. Also my placing the text, "Your skin with drink it in" the ad imparting the message that your legs will not only be smooth but your skin won't be dry.
Refer to page 175 of SCIA

                                                                                                                                                                                                                                              

5.

Brand/Product: Budweiser

Source: YouTube

Publication Date: 2011

Category: Product in a Social Setting
Tiny Dancer Budweiser Ad

The product in a Social Setting type ad display the product interacting with people or things in a specific place. By doing this it relates the user to this type of scene. By using this product you too can be a part of this type of activity.
As seen in the Tiny Dancer ad, the cowboy enters the bar and everyone is frightened of him. Once he orders and receives his Budweiser, he relaxes and breaks out into song. Then tense atmosphere is immediately lifted and everyone begins to sing along. The beer acts as the intermediary between the cowboy and the other bar goers. In the closing scene everyone has a Budweiser as they all sing together. In this way Budweiser makes you a part of the crowd. Using Tiny Dancer, a very well known song, Budweiser is saying that it's beer, like the song, is a classic and a favorite. 

Refer to page 176 from SCIA

                                                                                                                                                                                                                                              

6.

Brand/Product: Tampax/Pearl Tampons

Source: YouTube

Publication Date: 2010

Category: Person as a symbol in support of product-image

Tampax Mother Nature Ad

In this type of ad a person or a symbol is used to display the qualities or benefits of a product. These things are used to show abstract qualities that the consumer may not otherwise consider when thinking about the product. The value of the product is transferred from the product to the symbol or person. This Tampax ad uses a person in contrast to their product. By creating a character that is annoying and persistent the advertisers have sort placed the feelings that a woman feels about her period in the character. That way the women in the ad can be at odds with this character and they can feel empowered because they have Tampax on their side. "Mother Nature" acts as something the woman needs to overcome and she does that with the help of Tampax's Pearl Tampons. The rapids of the river are another symbol that is used in relation to "Mother Nature." It is something that she has created in hopes of defeating the woman, but Tampax also empowers her to feel that she can handle anything that happens. 
Refer to pages 175 & 179 of SCIA.

Personalization Format

7.
Brand/Product: Tresemme/Tres Two Spray

Source: Cosmopolitan & US Weekly

Publication Date: Jan. and Feb. 2010 & Jan. 24, 2011

Category: Testimonial

In personalized formats the relationship between the product and the consumer is highlighted. In the testimonial type ad a "real" person is shown either using the product or talking about the product. In the case of this Tresemme ad, a hair stylus is talking about how much he enjoys the product and how well it works. By having a stylist talk about the product Tresemme is making a direct connection to the consumer. The consumer who is buying hair products trusts their hair stylist and in turn Tresemme hopes that this trust will carry over to the stylist advocating their product.
 Refer to page 187 of SCIA.

                                                                                                                                                                                                                                              

8.

Brand/Product: Wrigley Jr. Company / Orbit Tropical Remix Gum

Source: Cosmopolitan & US Weekly

Publication Date: Jan. and Feb. 2010 & Jan. 24, 2011

Category: Person or Character stands for product

The case of the personalization format where a person or character stand for a product, the advertiser sells the product through this person. The consumer relates to the person in the ad and then is able to relate to the product. In this orbit ad the woman in white is this character. She is used in many of the Orbit ads and so often the consumer has made a "relationship" with her. This relationship reminds them of the gum and when they see her they either have positive or negative reaction to the ad. So in this ad she is pointing to the gum displaying that it is the new tropical remix, and she supports it. If you support her than you will probably want to try the new gum.

                                                                                                                                                                                                                                              

9.

Brand/Product: Unilever UK / Timotei Natural Style

Source: http://theinspirationroom.com/ daily/2006/timotei-styling-mousse-lion/

Publication Date: 2007

Category: Product leads to self-transformation

A personalization that involves a product transforming the consumer most commonly invites the consumer to imagine themselves in a more idealized state. It is a common approach for cosmetic and clothing ads. In this ad for Timotei the self transformation is less literal than showing the consumer being transformed by the product. In this instance the lion acts as a sign of the wild, being wild. This relates to consumers that feel that their hair is wild or even that their hair is similar to lions mane at times. The fact the Timotei can even transform a real lion's mane into smooth, soft locks means that it must work on all hair. So by association the consumer can infer that even on their wildest hair days, like the lion's mane, it can be tamed.
Refer to pages 186 & 190 in SCIA.

                                                                                                                                                                                                                                              

10.

Brand/Product: Altoid/Altoid Smalls

Source: US Weekly

Publication Date: Nov. 2010

Category: Product Solves Social Problem

An ad that uses their product to solve a social problem is another form of the personalization format. In this case that demonstrates that their product can help the consumer to overcome a problem that they may encounter in a social setting. The problem in this is setting is language barrier. From the Italian phrase book in the woman's purse and the implied location behind her you can tell that she is in Italy. The text implies that the woman cannot speak Italian and it would be a problem if she did not have her Altoids with her. Using the color red from the tin helps to create a visual rhythm that helps your eyes move around the lower half of the page. By cutting off the faces of the man and only showing the back of the woman, it helps to make the viewer feel as though they could be in the situation. Also using the "Smalls" in this type of setting tells the viewer that they are small enough to bring anywhere, so that you will always have them with you.
Refer to notes from Feb. 10th.

11.

Brand/Product: Vera Wang/Preppy Princess Frangrance

Source: Elle Magazine

Publication Date: Feb. 2011

Category: Ad that Promises Class Mobility

Ads that promise class mobility generally focus on a group of people or a setting  that the viewer can aspire to be like or in. They are hoping that by placing the product with these people or in a certain setting, their product will take on these qualities. The name of the fragrance is the first thing that sets it apart. By naming it "Preppy Princess" they are saying that in order to wear this you should be a prep. The type of clothing worn by the people in the ad are also important to the promise of class mobility. They all seem bored by money and luxury, one girl is wearing a huge crown on what seems to be a normal day. They are implying that money is of no consequence to them, and by wearing this perfume you too can be like them. At the bottom of the ad it says "The New Fragrance That's Born to Rule," and by buying this perfume you too can be bored with money and in charge.

                                                                                                                                                                                                                                              

12.

Brand/Product: Oceanminded/ Footwear, Apparel & Accesories

Source: Surfer

Publication Date: Sept. 2011

Category: Ad that Promises Escape

The final kind of personalized ad is the ad type that promises escape. These ad generally show scenes of exotic places either with the product in these places or people using the product there. This association with an exotic place makes consumer think that by buying their products they can escape from their normal life. This ad for Oceanminded indirectly shows the product in an exotic location. It mainly focuses on the type of people that would wear their products. By having images of surfers riding huge waves and traipsing through the woods they are implying that their footwear is suitable for even your most extreme situations. They are also saying that by wearing Oceanminded footwear you are enabling yourself to be in these sorts of situations. 

Lifestyle Format

13.

Brand/Product: Sketchers/Tone-ups

Source: US Weekly

Publication Date: Nov. 2010

Category: Product is a Gateway to a Lifestyle that Appeals to Me Personally


Over time ads have become more and more about individual markets and they strive to find the best way to reach niches through demassifaction. The research the demographics and psychographic in order to make their message reach the right audiences. This Sketchers ad appeals a few groups but mostly to younger woman who like to be comfortable in their surroundings and their body. The use of the heart is a simple symbol that appeals to all kinds of people, but by then turning it upside down it creates a sort of witty and funny way to send a message. The heart is also repeated on the bottom of the shoe. The advertisers here are saying if you love your bum, then you will also love these shoes. The delicate pink doily behind the shoes and text makes the ad feel feminine
and girly at the same time. Overall the ad appeals to a mature young woman but maintains a
feeling reminiscent of childhood. This is great for an audience that feels young but is independent.
Refer to notes from Feb. 15th.

                                                                                                                                                                                                                                              

14.

Brand/Product: Clorox/Toilet Cleaning Supplies

Source: People

Publication Date: Feb. 2011

Category: Product is a Gateway to a Lifestyle that is not for me Personally


This ad for Clorox is geared toward the busy mom or dad. It plays up the theme that life is stressful and you don't always have time for things but that Clorox is reliable and trusted to kill germs. They are claiming that by using their product you will have one less thing to worry about. The text also states, "Somehow, we all learned how to use it. The first time was terrifying..." By saying this the ad is telling the consumer you are not alone, everyone goes through this hard time of teaching your kids how to use "The Potty." Not only do they understand your hardship but they have the product that will be make it easier and less worrisome. 

Other Codes

15.

Brand/Product: Electrolux/Electrolux Appliances

Source: YouTube

Publication Date: 2010

Category: Product is Magical (uses White Magic)

Kelly Ripa For Electrolux

There are two forms of ads that use magical concepts or circumstances to promote their product. These forms use either black magic or white magic. In a black magic ad, the product has powers over other things that allow it to effect judgment. White magic ads the product captures some sort of natural or supernatural powers that are then transferred to the consumer of the product. In the case of this ad for Electrolux Appliances white magic is used. The appliances are so innovative and helpful that Kelly Ripta can host a party like its no problem at all. The appliances are so tailored to her needs that she becomes a "supermom." She is able to throw an ice cream cake over her head and it lands neatly in a drawer of the refrigerator. With the help of her appliances all of her tasks would be harder and she wouldn't have enough time to do what she loves: throw birthday parties for her dog. The process is so easy and enjoyable that she floats around the house doing twirls, being "more amazing" that she already is and all of this is accomplished because her Electrolux Appliances gave her capabilities or magic to do so. 
Refer to notes from Feb. 15th. 

                                                                                                                                                                                                                                              

16.

Brand/Product: ACH Food Companies, Inc./Spice Island Bay Leaves

Source: Cooking Light

Publication Date: April 2010

Category: Classical allusion or similar appeal to the Culurati

The culurati is a distinct group of people who consume not to fit in, but simply because of their own personal preferences. They tend to have a high cultural capital and have a more worldly view or things. This type of ad appeals to the culurati because it explains the value of their product. Spice Island's Bay Leaves are better because they value their customers and think that they deserve the best. The culurati knows what they like and they want the creator of the goods to care just as much about them as they do. The ad states that the leaves are picked by hand and so they must be superior because they care enough to produce the best product. The ad doesn't say anywhere that it is cheaper than their competitor or that you will get the best value. This is not necessary because the culturati does not buy things based on their price or utility. They buy because they want to. If the ad can convince them that this is the best available product then that is enough. 

Refer to notes from March 8th.

                                                                                                                                                                                                                                              

17.

Brand/Product: Dereon/Dereon Clothing Line

Source: Vogue

Publication Date: Dec. 2010

Category: Strategy of Ritual Subordination of Women

Ritualistic Subordination of women in advertising is a very common strategy. In these ads women are usually portrayed touching things or themselves, in unstable postures, looking withdrawn and they are often infantilized. These types of ads are usually for fragrances, clothing or other fashion products. This ad for Dereon depicts this well. First the woman is situated in an unrealistic position on a motorcycle. She has her leg up on the motorcycle with her arm wrapping around her thigh to reach her face. This is not a normal position for a woman to be sitting in. Not only is she touching her face in the ad but she also has her other hand on the motorcycle. Although she is making direct eye contact there is something withdrawn about her. Almost as if she is untouchable or unattainable. This over-sexualized and tough girl persona is commonly used in advertisements. 

Refer to notes from Feb. 24th. 

                                                                                                                                                                                                                                              

18.
Brand/Product: Heineken
Source: YouTube
Publication Date: 2010
Category: Stereotype
Heineken Closet Ad 
 
Stereotyping is a way to appeal to different groups of people. It can be used either draw attention to a negative or positive quality that a group of people all have in common. Using stereotyping can be a fine line, because while some people may find the stereotype appealing or even funny, others may become offended if it is not done properly. This Heineken ad uses stereotypes to its advantage, bringing to light the differences between men and women. It uses two different stereotypes in contrast with each other and creates an ad that is appealing to both men and women. By showing the men and women acting similarly over their excitement for the beer refrigerators and the huge closet. This ad allows each sex to laugh at themselves and laugh at the other.

                                                                                                                                                                                                                                              

19. 

Brand/Product: DeclareYourself.com

Source: http://www.beyond hollywood.com /gallery/jessica-albas-freaky-dinky-declare-yourself-ads/

Publication Date: 2008

Category: Shock Value to Cut through ad clutter

Shock value ads are used to grab consumers attention in a world full of advertisements. These shock tactics not only grab viewers attention but it also makes them curious about the product and interested in learning more about the product. Another reason that agencies use shock tactics is that often that ads become controversial and then are publicized even more. This ad is part of a campaign of shocking ads to promote DeclareYourself.com a website that tries to reach a younger audience about politics and voting. This specific ad features Jessica Alba with her mouth forced shut and tears streaming down her face. By using well known celebrities that the audience is already familiar with or feels they can relate to they are likely to be interested in learning more. Something as simple as "Only you can silence youself" in conjunction with the strongly emotional pictures is attention grabbing and shocking.  In the audience relates to the person in the picture they may feel compelled to vote and learn more about DeclareYourself.com.

Refer to pages 435-436 in SCIA.

                                                                                                                                                                                                                                                

20.

Brand/Product: Glaceau/Smart Water

Source: YouTube

Publication Date: 2011

Category: Ad that is Self-Referential

Jennifer Aniston for Smart Water

Ads that refer to the fact that they are an ad and that they are trying to promote a particular product to you is a self-referential ad. This type of ad was commonly used to get Gen Xer's attention because the product is mocking it's own form of promotion. This Smart Water commercial uses Jennifer Aniston as way of promotion. They are calling to attention that in order to reach consumers today there are many varied and extreme ways to get their attention. By having Aniston talk about how the video is mean to be "a virus" when she means "go viral" they are making her seem approachable and just like the consumer. This works as a sign because you then feel that Smart Water also has these qualities. They also point out that the best way to grab consumers attention is still the slow motion hair toss at the end of the video.

                                                                                                                                                                                                                                              
 

21.

Brand/Product: Zoosk/Online Dating

Source: Cosmopolitan

Publication Date: Feb. 2011

Category: Ad that Invites Participation (Explicitly)

Ads that directly involve the consumer are another way to reach an audience. By involving them in the ad it becomes more interesting for the consumer. It is also more memorable because there is an interaction with the ad rather than just viewing it. There are two ways to use this type of ad: either implicitly or explicitly. Implicit ads suggest an interaction but do not specifically tell you what to do. Explicit participation ads the viewer is being told or show how to interact. In this ad for ZOOSK.com online dating it is a great way to demonstrate what the company does but also how the service is people orientated. After filling in the ad lib the way the viewer wants to they can go onto ZOOSK and have the dating experience that they want. Just like creating the story they can create what they want from the site. The ad asks the viewer to interact in two ways. The first is by writing on the actual ad and then the other is by going onto their website and setting up a profile. By initially engaging the audience they will hopefully continue to be interested and visit the website. 

                                                                                                                                                                                                                                              

22.

Brand/Product: Wisk/Stain Spectrum Detergent

Source: Glamour

Publication Date: Dec. 2010

Category: Ad that Would be Useful Evidence for Marcuse's Critique that Ads Create False Needs

Herbert Marcuse wrote in 1964 that the only true needs should be determined by individuals but it is impossible to do when the consumer is being "indoctrinated and manipulated." Advertising substantiates this by developing false needs to try and satisfy misdirected needs through non-essential commodities.  This ad features a new product by Wisk laundry detergent. The ad claims that they have use a technology that allows the detergent know what type of stain is on clothing and then properly get rid of it. If Marcuse were to see this ad he would most likely think it creates a false need. If the company is already creating a product that effectively cleans clothes then why create a new one unless to try and make more money. There claim is to "Fight stains with science" using their stain spectrum, but no where on the ad does it say that other products lack their "formula or enzymes and cleaning agents," it seems that this ad is just highlighting a feature that could have potentially been in their other products.

Refer to 83 of SCIA.

                                                                                                                                                                                                                                              

23.

Brand/Product: Kellog's/ Pop-tarts

Source: Food and Wine

Publication Date: Jan. 2011

Category: Ad that Would be Useful Evidence for believers in the theory of sovereign, rational consumers

According to some advertisers a rational consumers achieves satisfaction in four stages: 1.) recognition of a want, 2.) search for the means to satisfy that want, 3.) evaluation of competition, 4.) and finally make a decision. This type of advertisement would appeal to these rational consumers. If the consumer were looking for a convenient, easy to prepare breakfast these two products would potentially options they would consider. This is puts the competition together so that the consumer can compare the two products and determine, based on nutritional facts, which product may potentially better option. Although it is not completely accurate because their may be some bias toward one product or the other depending on who made the ad. Overall the ad is acknowledging that the consumer has the power to decide is laying out the information so that they can finally make a decision.
Refer to Reading Question #3 from Chapter 1.