Theories Of Aspirational Advertising

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1.4.3 Aspirational Advertising Aspiration has long been a simple strategy that advertising executives use to convince consumers to buy. With this type of advertising there are different techniques used to appeal to the consumer. Several advertisers have come up with several areas that they believe to be the largest contributors to aspirational advertising. However, upon research I have concluded that I agree mainly with the theories of Ashwini Ambekar. In the cosmetics industry, there are 3 major influences in aspirational advertising; the first is sex appeal, social appeal, and gender appeal. Overall, throughout advertising, whether it is cosmetics or other goods and products, it is widely known that ‘sex sells.’ Taking a look back…show more content…
Status has become a symbol of wealth and prestige, it comes as no surprise that this tactic is used in cosmetic advertising for people to aspire and reach for a higher social status. This type of advertising sells a promise that people will become more recognized, beautiful, successful, and whatever else they may desire. An example of this is seen in FIGURE EIFFEL TOWER. It depicts an image of a woman in the city of lights wearing a type of mascara that extends her lashes to incredible heights. Not only does this ad imply that the mascara will extend your lashes to the length of the Tour Eiffel, but it also subconsciously allows one to believe that using the product will enable their chances of eventually travelling to the city of love, Paris. There are several critics of aspirational social advertising as they view it as a false presumption that individuals can achieve just about anything when in actuality they perhaps cannot. However, regardless of critic’s claims, the use of social status in aspirational advertising has proven over time that it is a crucial way to sell…show more content…
This is when the advertisement depicts the individual as a “perfect person,” and when using the product you will embody this perfect ideal as well. An example of this is the Revlon Fire and Ice campaign. Many advertising executives view this as the most successful campaign in cosmetic advertising. The campaign is originally from 1952, yet was recreated in 2010 using mega celebrity Jessica Biel. [SEE FIGURE] It displays Biel staring directly into the lens, giving the consumer an engaging gaze. The advertisement makes visible the nail polish and lipstick that the star is wearing. This indirectly influences the consumer to want that same perfection that the actress is

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