This Barbasol ad (presumingly from the 40’s or 50’s) is very unique since it does not use many of the typical advertising techniques. To begin with, there are multiple body copies spaced out all over the ad explaining some sort of unique selling proposition with the product. The women in the ad are there to attract attention to these explanations, and since they seem to adore a man who uses Barbasol shaving cream, this ad targets the appeal ‘a need for prominence’. The ad frames the product, that is centered and enlarged to also attract attention. If there is any, the arrangement of the ad seems to start at the product, then down to the red circle that contains more USPs of the product. After seeing the red circle, the eyes may wander around to the women on the ad, circling around the product and exiting through the body copy above the man’s head. a
The thing I find most interesting about this ad from 1979 is that it is very similar to the advertisements we see today, specifically with deodorant products. Utilizing the need for attention and maybe even prominence, the ad sends the message that using Old Spice is all you need in order to get with a women. One difference that I noticed was that the product does not appear in the original image of the ad, but rather in a different picture that is placed at the bottom right of the ad, usually where we would find the company’s logo. I don’t think this takes away from the ad, the audiences eyes still exit with the image of the company’s product and name in their minds, and the man and woman framed in the center of the ad is enough to get our attention and see what the advertisement is promoting.
In light of the Masters, I decided to look at golf related advertisements. I came across this controversial ad for Nike, with Tiger Woods centered and in large lettering, “Winning takes care of everything”. The ad is very simple and isn’t even promoting a specific Nike product. The advertisement frames Woods as he lines up for a put, and the typical ‘reverse 6’ arrangement that ends in exiting the ad through the Nike logo at the bottom. The controversy of this ad begins with the appeal the ad uses. The advertisement associates Nike and Tiger Woods with success, but sends the message that the success can ‘take care’ of things such as being an adulterer. The controversy surrounding this ad gained Nike much attention, more than any regular ad would, was this a planned stunt by the company?
I found this Adidas ad when searching Google images and thought it was very interesting and effective. The ad is probably from the UK and surfaced during the 2012 Olympic games. The ad uses an appeal to achieve by associating the products with Olympic diver Tom Daley. The ad frames Daley in a pose that suggests he’s about to perform a dive with the Union Jack behind him. I also noticed that the Adidas logo is shown in the ad 5 times, three of these logos are in the bottom right. The ad also appeals to the need of affiliation. Adidas wants the audience to feel that if they use their products they’re also supporting their country in the competitive Olympic games. The placement of the ad shows Daley angled in a way where the audience looks slightly up to see him, presenting him almost as a heroic figure.
When I found this old Swiffer Commercial (circa 2000) I was surprised to see that women were not the ones using the popular dusters. In most advertisements endorsing cleaning products, we see women using whatever the product may be. The ads enforce the norm that women are the ones who are supposed to take care of/responsible for housekeeping. In this particular commercial, it appears that many army privates are being scolded for doing a poor job of cleaning the barracks but once they use swiffer sweepers to clean, the drill sergeant is pleased with their work. The message in the ad is simple, swiffer sweepers do a superior cleaning job than regular dusters, but the ad also sends the message that men too can clean (even the most masculine men, such as those who serve in the military).
I thought this old Coca-cola advertisement was pretty interesting at first glance. It shows a cup of Coca-cola with an added handle. The ad reads, “Tea break… Coke adds life”. This is a great example of a Pavlovian advertisement. The fizzing coke, with two huge ice cubes and condensation running down the cup, is the stimulus that hopes to provoke consumers to purchase Coca-cola or Coca-cola products (response). The ad also appeals to the need for escape. By associating Coke with tea breaks, which most people use to relax and de-stress, drinking Coke can be seen as a leisure.
While watching TV over the weekend, I was surprised to see a particular advertisement during the commercial break of SportsCenter. The advertisement was not trying to inform me of any product, but gave a friendly reminder of the importance of the phrases, “please” and “thank you”. The ad shows a hungry young boy at an orphanage trying to get more food for dinner. The staff of the orphanage seems to be appalled that the boy asked for more, but when he says, “please, sir” and “thank you” after receiving the second helping, the staff is instantly delighted and happy to serve him. After seeing this exchange, the rest of the kids in the orphanage rush up to the man serving dinner, knowing that with a little politeness they too can get a second helping of food. The message in this ad is explicit, people should be courteous; but the ad also shows that even intimidating, unapproachable people can become very friendly if you display good manners. The advertisement, for http://www.values.com, is enforcing the norm that people should be polite and grateful when receiving. Unfortunately, this norm seems to be vanishing from our society, people often take things for granted, which is what values.com is trying to stop.