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.
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.
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
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.
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.
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