Advertising - Selling Magic Potions and Happy Pills
The marketing world is a sea of fishermen waiting for some starving little fish to snatch up the bait. The bait is the commercial. Although the advertising industry provides the consumer with the opportunity to explore what is available, this industry can also lead people into believing that there are magical cures that can eliminate the unwanted and create the wanted. For instance, the print ad for Dove Nutrium Age Defying Body Wash implies that by using this product you can [look] as young as you [feel]. However, by analyzing the impact of the ad, the visual and verbal content, and the audience that it targets, the consumer is able to conclude that this product may help your skin, but will not affect "feeling" in the way of your emotions as portrayed by the laughing lady.
The impact of this ad encourages consumers to buy this product so that they can feel the way the Dove woman feels. The term "feeling" is mentioned three times in the print, and the look on her face is expressing an exhilarated emotion. If I were to attach words to the expression on her face, they would say, "I am so happy and full of joy that I want to throw my head back and laugh." Is the Dove Company trying to tell me that this body wash is going to make me feel like that and defy age at the same time? So the next time I am feeling broke, fat, ugly, old, alone, and depressed, I will whip out my Dove and it will wash [all those bad feelings] away. I may have gone too far with the emotion, but the lure is about "how I feel." I would love to feel the way the laughing lady feels. But smart consumers will analyze this ad and know that the product may change the texture of their skin, but it will not change their emotional state of mind.
The focal point of the ad is the nearly bare naked woman who appears to be so happy about her situation. Her face is positioned directly where the eye falls when flipping the pages of the magazine that it is located in. The first thing that the browser sees is her mouth. The mouth and eyes are the greatest tell-alls to her emotional state. The advertiser is asking us to acknowledge this woman's state of joy. Why is she so happy? This leads us down the page to the answer. The answer to why this woman is so happy is because she uses Dove Nutrium. there is a picture of the product on the lower left corner of the page. The first...