The definition of advertising is outdated. It was previously, to endorse a product and praise goodness to induce the public to buy. They are now brainwashing consumers to buy their products using images to sell the product. The advertiser’s aim is to make the product look as good as it can through an attractive image. There are statistics, which I obtained from a Dolly Magazine, 16th May 2000, which proves that one out of four people in Australia buy a product because of the image shown in the advertisment. The images are eye catching and mention something important about the product. Ultimately it is true that, “Advertisers sell images, not products.”
The environment plays a very important role in advertising. In an advertisment I found in a magazine I will describe to you the reason the environment is one of the most important roles in advertisements. The advertisement I chose is situated in the forest. There is a girl who has a baseball glove on and the caption says, “This girl can catch”. The product is for clothes. But they aren’t just any clothes they are clothes, which make you feel natural and that you can be yourself. Instead of being a pretty little girl and wearing dresses and not playing baseball, this girl wears shorts and a shirt and is playing baseball, therefore she feels good wearing whatever she wants. The environment plays an important part in this advertisement because at the time it is showing this girl can be herself, be natural the environment is a forest, which symbolizes it to be a natural environment. The environment can give meaning to the advertisement and tell the story in some cases.
Advertisements are not the same without gestures and symbols. Gestures can be a simple hand movement or how a person is sitting. All gestures have symbolic meanings. Gestures can be facial expressions, body language. Gestures and symbols communicate to the audience of what the advertisement is about. It associates the product with meaning. Symbols are objects; these are there to make the product look better than anything else on the market, which will attract the public to buy.
An advertisement I chose is of a well-known set of advertisements on television. Around 12 o’clock they start rolling onto our screens. Full of “call me's” and “1800” number’s exploding onto our screen. This is of course is aimed at guys who are horny and want to ring these number’s and talk to girls. On the advertisement the girls are all beautiful, wearing bathing suits and hanging out in spas. Of course this is just an image trying to sell and endorse phone sex. Their gestures are important because they are referring to be living without a care in the world. The ways they lay in the spas or on the beds indicate they are relaxed and restful, this appeals to men. The symbols in this advert are definitely what they are on, i.e.: spas, pools or beds. This specifies that these girls live in a perfect and carefree world.
This brings me onto the next subject,...