ipl-logo

Theories Of Aspirational Advertising

860 Words4 Pages

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

Show More
Related

  • Master Of Desire Rhetorical Analysis

    187 Words  | 1 Pages

    Nowadays, not only in the advertisement industry, but everything has sexy appealing and everywhere. For example, on television, the internet, magazines and poster. In the article, “ master of Desire: The Culture of American Advertising” Jack Solomon agreed, “ Sex never fails as attention-getter, and in a particularly competitive, and expensive era for American marketing, advertisers like to bet on sure thing” (172). The aspect of advertising can be anything and there are no limits.

    Read More

  • Summary Of Advertisements R Us By Melissa Rubin

    88 Words  | 1 Pages

    In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.

    Read More

  • Barbie Doll Rhetorical Analysis

    1144 Words  | 5 Pages

    Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence

    Read More

  • Michael Kimmel's Bros Before Hos: The Guy Code

    967 Words  | 4 Pages

    Notions such as “sex sells” are not necessary true, for the observers recognize the damaging images in which women are portrayed. Advertisements that depict possessive and violent men toward women are should not be selling. For example, “no”does not mean “convince me”, when taken otherwise may lead to sexual abuse. Despite that both genders can be objectified, it is women who are more at risk due to the already established idea that women are more vulnerable.

    Read More

  • All Over The Place By Jean Kilbourne Summary

    260 Words  | 2 Pages

    As reflected in the readings of Reading Popular Culture: An Anthology for Writers 3rd Edition, present-day advertisements expand far beyond the endorsement of a product. While the initial intent for various corporations surround the operation of selling and marketing products, many companies also find success in promoting masked messages. According to Jean Kilbourne in her article pertaining to the study of advertisement, she reveals the underlying tactics of commercialized business. As stated in the article “’In Your Face…All Over the Place’:

    Read More

  • Men's Women Steve Craig Analysis

    427 Words  | 2 Pages

    In his article, “Men’s Men and Women’s Women,” Steve Craig describes how sellers differentiate and analyze sex by trying to use the buyers’ fantasies to match the expectations of ones’ age and sex which allows them to use their marketing funds more efficiently. According to Craig, we are living in a patriarchal society, where the man are the ones placing these advisements in society and creating trends. His analysis of four distinctive television advertisements is going to still try to largely uphold a patriarchal social structure. Although, on the surface these advisements may appear to be empowering both genders, it is still copying culture’s ideology of gender. Craig contends that advisements portray men in a masculinist perspective by

    Read More

  • Advertising's Fifteen Basic Appeals Summary

    1890 Words  | 8 Pages

    Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,

    Read More

  • Ethos And Pathos In Revlon's Mascara Commercial Campaign

    407 Words  | 2 Pages

    Revlon uses women’s emotion to hook them into purchasing their beauty products. Society has told women that they must look young and sexy throughout their lives. Revlon uses gorgeous women to show that their beauty product makes them look as beautiful. In the commercial, Biel’s is all dressed up with a full face of makeup give the audience a feeling of wanting tot look attractive. Also, Williams is making women feel that they could attract handsome men like him.

    Read More

  • Explain How Does Advertising Mirrors Society

    1126 Words  | 5 Pages

    Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.

    Read More

  • The Dehumanization Of Women In Advertising And Women

    1586 Words  | 7 Pages

    In this society, the equality which stands between men and women is almost non- existent. It is widely believed that we live in a man’s world. Even something as common to our culture as the English language stands guilty to the possession of a rape content. With the “language of rape” surrounding our everyday lives and yet still being ignored as an issue seeking attention, it is common for many people to overlook the equally degrading images in which advertising agencies surround us with day in and day out.

    Read More

  • Objectification Of Women In Advertising

    747 Words  | 3 Pages

    The objectification of women contains the act of ignoring the personal and intellectual capacities and potentialities of a female; and reducing a women’s value/worth or role in society to that of an instrument for the sexual pleasure that she can produce in minds of another. The representation of women using sexualized images that have increased significantly in the amount and also the severity of the images that’s been used explicitly throughout the 20th century. Advertisement generally represent women as sexual objects, subordinated to men, and even as objects of sexual violence, and such advertisements contribute to discrimination against women in the workplace, and normalize attitudes which results in sexual harassment and even violence

    Read More

  • Effects Of Gender Codes In Advertising

    1396 Words  | 6 Pages

    (Ravelli and Webber 2016: 203). Throughout this paper I will be talking about how advertising makes gender codes and if they affect how I view individuals, and if they affect the way people view me. I will also be addressing if there are different codes, like class codes that may affect the way others and/or I view individuals. Lastly, I will be explaining how using a sociological perspective can help to think outside of gender codes and realize that it is not something that should be seen as normal.

    Read More

  • Essay On Gender Roles In Advertising

    1065 Words  | 5 Pages

    Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are

    Read More

  • Analysis Of Advertisements By Dove's 'Campaign For Real Beauty'

    2200 Words  | 9 Pages

    Unilever’s personal care brand Dove was chosen since it was the first to show women in advertisements as they were. Their posters and TV commercials challenge stereotypes and draw attention to the distorted idea of how a woman has to look like. A small selection of former and recent advertisements were chosen to show the development in the brand’s marketing strategies. Since the focus of this paper will be on the representation of women, only advertisements including women are to be analyzed but still they are assumed to be characteristic of the brand’s advertising during that

    Read More

  • Advertisements Use Semiotics In Advertising

    1953 Words  | 8 Pages

    Every single day we are bombarded with advertisements, and we are sometimes subconscious to it. Advertisements play an eminent role in influencing our culture by moulding the minds of its’ viewers. They grab our attention left, right and centre; leaving us feeling insecure about ourselves wishing that we could look like the size 4 model depicted in the Guess advert. Messages are delivered to us in all sorts of ways through television, radio, magazines, social media and text messages aiming to capture our attention wherever possible. Everywhere we look, we are plagued with images of the latest products, which in essence attract consumers because we as humans are constantly wanting to satisfy our wants and needs because what we have is never

    Read More

More about Theories Of Aspirational Advertising

Open Document