‘Advertising
does not sell things; all advertising does is change the way people think or
feel’ (Jeremy Bullmore). Evaluate this statement with reference to selected
critical theories (past and present).
Advertising
is a worldwide form of art, an art of persuasion. It is very difficult to be
able to define advertising as it means different things to different people. It
is though a method of drawing attention to a product and an excellent way of
commutation. Advertising is an inevitable part of everyone’s lives, there are
many different forms of advertising and it is impossible to go through a day
without seeing/ hearing some form of advert, whether that be on the radio,
television, newspaper, internet and the list goes on. It is very competitive
industry; the search for new and fresh ideas is always upon people.
Advertising
means different things to many people Bullmore (2003) nearest definition of
advertising is:
‘Any paid form communication
intended to inform, and/or influence one or more people.’ Jermey Bullmore
(Bullmore, 2003, pg.9)
Advertising
is so influential on us without even realizing, it draws us in, persuades us,
makes us want/need something and we as the consumers quite like it. It is very
manipulative makes us think we need more.
‘The truth of the matter is people
enjoy being persuaded, being courted, being wooed, being wanted.’ Jermey
Bullmore (Bullmore, 2003, pg.14)
Persuasion
is the biggest factor within advertising; we are constantly being manipulated
to change our opinions. There are many different techniques of competitive
persuasion that manipulate us without us even realizing. Repetition is a big
factor, seeing something over and over to you feel like you are missing out or
that you need something in your life, it’s a very head on form of advertising. Bandwagon,
making it look like loads of other customers are on a hype ‘jumping on the
bandwagon’ ‘everyone else is doing it’ persuading you to join or do something,
almost like peer pressure. Innuendos, making the consumer have a negative
opinion on other parties because they are ‘the one’, a negative way of persuasion
with subtle hints, making the customer think they have gained negative
knowledge or secret on a rival.
‘Persuasion motivates people into
action through influencing beliefs and desires.’ ( O’Shaughnessy, 2004, pg.25)
I
think this quote is very true; advertising does change our opinions or can make
us want to do something, much like the propaganda posters in the war, making
people think about themselves, what they are doing to contribute to their
country.
Persuasion
within advertising has been used for many years; throughout history here are
just two examples of propaganda posters in the war. (see fg. 1&2) They both
use the same technique; the left image is for Britain and the right for the US.
The British poster (1914) First World War, uses demanding Lord Kitchener and
three years later (1917) the American poster uses Uncle Sam. They both have the
same intention to make young men think about themselves and what they are doing
to help their country. What strikes me about this poster is that everyone knows
what the posters want you to do just by the characters on them.
‘In the
grip of an emotion, a person not only feels differently, but tends to think
differently’ (O’Shaughnessy, 2004, pg.27)
Advertising
can portray many emotions. Within these two war posters to me it makes me
fearful and nervous, but others may feel pride, needed and hope. These posters defiantly
make you feel differently like you are selfish by not doing anything for your
country, they make you think, step back and evaluate yourself. Notice, that the
‘YOU’ stands out most on both posters, making you feel important and wanted.
The red type can have many connotations, of love, blood for death in the long
term and the flag colours of their country.
‘Advertising gives a new meaning to a product
if it can include self-persuasion by getting the target audience to imagine using
or consuming it’ (O’Shaughnessy, 2004, pg.27)
Cigarettes
are often advertised as being good for you, as they do not want to advertise
them negatively. Camel and Marlboro are two major brands that do this. (see fg.
3&4) Most of the time there are male models used in cigarette adverts but
in fact women were the first to smoke. The Camel advert has a large focus on
image, an image of a male and a female on a beach, somewhere you want to look
good. The male is looking strait at the consumer with the caption ‘One of a
kind’ as if he is speaking to them. Instantly you think he is talking about the
Camel cigarettes, but he could also be talking about the female in the image.
By having the female looking at the males face with her arm around his shoulder
signifies that she looks up to this man/ admires him, therefore making smoking
seem good, like you are going to become instantly more attractive and popular.
The text that is too small on the image reads
‘Where
others rush through life, he knows when to reflect. To enjoy. He smokes for
pleasure and satisfaction. He gets both in the blend of Turkish and Domestic
tobaccos in Camel Filters. Do you?’
By
asking a rhetorical question at the end makes you think about yourself, it
involves you personally with the advert. Smoking was done to relax and unwind,
they use alliteration with the words ‘rush’ and ‘reflect’ two contrasting
words, then add a short snappy sentence ‘to enjoy’ that is primarily what Camel
want you to do, to buy, unwind and enjoy their cigarettes.
Marlboros’
(1945) for there branding they have always used the same cowboy theme. It
depicts a sense of mystery, as you cannot see his eyes in the image. ‘Come to
were the flavor is’ I can almost picture the model saying that under his
breathe, or sharply. The whip in the image shows a sense of power, that they as
Marlboro are better than the rest.
‘Marlboro,
for example, gives off an implicit message that cigarettes are healthy, and we
become partners in our self-deceit, co-conspirators in fantasy. While other
cigarette advertisements might on occasion have flirted with the idea of death
and the hereafter, they have done so in immensely subtle, abstracted and
symbolic ways’ (O’Shaughnessy, 2004, pg.115)
Marlboro
are just fooling us, but actually risking our health, to sell their product
they are misleading us and putting consumers health at risk. As time has gone
on people have woke up to the fact that smoking can cause serious health risks
such as lung cancer. Now advertising cigarettes is banned in the UK, but is
still allowed in the US. However this brings up many arguments about our
health, surely we can lead our own lives and be responsible for the choices we
make? The reason they have banned cigarette adverts in the UK is from false
advertising, lying to the customers to get them to by a product. Alcohol is
still allowed to be advertised, but they have to advertise ‘drink responsibly’
but this doesn’t warn the consumer about alcohol related illnesses. Similarly
with fast food, fast food chains such as McDonalds advertise constantly but
there is no health warning to this, no warning on people about obesity about
eating fast food in moderate. Young people still buy cigarettes even though
they are not advertised and become addicted, in a recent report by the BBC said
that 570 children start smoking a day. With such shocking statistics we can
start to understand why advertising them has been banned, as it would start to
influence the younger audience more. Smoking packets themselves have changed a
lot recently, adding bold statements on the front of them like ‘SMOKING KILLS’
and adding graphical images on the front to warn people about the cancer
sticks. Within this quote from persuasion within advertising they mention the
idea of some advertisements ‘flirting with the idea of death’. Here is a cigarette
brand called ‘Death Cigarettes’ (see fg.5) as you can tell from the name the
brand did not last very long. The concept of these cigarettes came about by a
British entrepreneur B.J. Cunningham who started his tobacco company in 1991.
He was almost going to take the idea too far and shape the packet like a coffin
and have coffin shaped vending machines in the pubs and clubs.
‘Take out
a packet of Benson and Hedges, you’re saying; I’m classy- gold packet- part of
high society. If you take out a packet of Marlboro, you’re saying I’m the
outdoor type, I like wearing cowboy hats and riding horses… Now, if you produce
a packet of Death Cigarettes what you’re saying is…’ (O’Shaughnessy, 2004, pg115)
He
wanted people to be bold and make a statement, but this was the wrong statement
and not something that could last in the real world. It was a product where
consumers would by once for a joke, a sick joke. It was not an on going
product, as people cannot live with this product, throwing the truth in your
face. Death cigarettes were losing over
£1 million a year. Even though this product was truthful and factual people did
not like it. However, consumers would happily buy Marlboro, which gives off the
message that cigarettes are healthy. This brand never ‘flirted with the idea of
death’ they were just straight to the point.
Everything
in advertising is done in purpose; everything is there for a reason. Each
advert has many signs/signifiers. Ideas and feelings then become attached to
certain products. Chanel is one of the biggest and classiest fashion brands in
the world. They have many adverts including (see figure. 6), for their classic
perfume No. 5. A 1968 advert kept pure
and simple of the iconic square bottle by Chanel. Personally I like this advert,
as it is to the point, clean and effective. You get what you see, and that is a
bottle of perfume, however the problem I do have with this advert is that you
cant get a feel of what the product smells like, the feel and effect it is
trying to create, it seems quite harsh and in your face. Chanel has a world wide status of class and
elegance. Images from their 2004 comersial featuring Nicole Kidman and Rodrigo
Santoro (see fg. 7), this advert cost over $42 million, and Nicole Kidman alone
got paid $12 for staring in the advert. You can see why it cost that much, the
filming is unreal the whole advert is candy for the eye. There is a short version of the advert which was shown
on television in prime time lasting 30 seconds, and a short film was also made
which you can veiw on youtube, ‘The No.5 Film’.
‘The only way of expessing emotion in the form of art is
finding an ‘objective
correlative’: in other words,
a set of objects, a situation, a chain of events, which shall be the formula of
that particular emotion’ (Williamson,2004,pg 30)
The advert is a visual treat and a stunning drama
performance. It depicts a fairytale like theme of romance, passion and mystery
for the 90 year old brand. The images within the advert attach certain feelings
to the product. The advert makes you feel different, like you’ve been
transpoted into some sort of fantacy world, it makes the consumer want a slice
of it, engaging them with the brand. Advertising the perfume at the end it
cleaver, as the consumer gets wowed with the multi million pound advert and
then at the end has a very subtle note that Nicole Kidmon wears Chanel No.5 that’s
why she is so attractive and in this worldwind fairy tale. Here is the still
poster from the advert again featuring Nicole Kidmon (see fg. 8), this poster is
from the end shot of the moving advert, it is very classy and even though it is
in colour it doesn’t feature much colour, this making her natural skin tone
stand out. By having the backless dress and the model looking at the floor this
signifies love and romance. Chanel are trying to sell an attidude with their
perfume, one of class and romance.
There are many large companies
that try and sell their product with an attitude and a celebrty status. Another good example of
this is Omega, this time targeting mature men who seek strength and power. (see
fg.9 &10)By having something that the audience can connect with makes our
opinions change and the product sell. Omega
advertising with the James Bond characters Daniel
Craig and Pierce
Brosnan.
‘While
respect is something demanded by everyone, prestige is something best owned
and, being associated with those on whom it has been best owned, gives rise to
various satisfaction.’ (O’Shaughnessy 2004 pg.83)
As
celebrity’s has such high status and prestige they have a persuasive appeal.
With such celebrity hierarchy it is proven that things sell and have an
advantage. When buying products/ items of clothing, shoes, watches ect, we all
want to seek approval from others but if the product already has the approval
from someone who is higher up in the social scale it is more valued.
It
is also shown that the effect of cute animals and pets can also have an effect
on how you feel about the product. Andrex and Kleenex are two big tissue
companies however Andrex out sells Kleenex by 2:1, all because of a puppy. The
puppy wasn’t initially intended to be in the advert; it was suppose to be a
baby. The puppy started to appear in Andrex advertising in 1972. The target
audience for both companies is mothers. Andrex make it memorable with a cute puppy,
which is always naughty running round with toilet roll, the audience can relate
to this being their family pet. Both Andrex and Kleenex heavily use tv
advertising heavily, while watching the adverts people aren’t going to remember
toilet roll or tissues, they are going to remember the cute little puppy.
‘So why
is Andrex so much more successful? The answer lies in the way that we implicit
memory interacts with social matters’ (Heath, 2007, pg 100)
When
consumers first see Andrex they see the puppy, a puppy that is soft yet strong
much like their toilet tissue. Puppies have many connections to the brand for
toilet tissue, they are about growing up, young families toilet training,
whereas Kleenex done have any of these concepts, they just go for the quilted
tissue.
In
conclusion, I have looked into many types of advertising scenarios, they are
all very persuasive, some in a way you don’t initially realize. Personally I
think the most persuasive posters are the propaganda war posters, very straightforward
and in your face posters, they have a good technique and are straight to the
point. The cigarette posters were an
obvious choice to look into, as they are very persuasive in the wrong way,
fooling us all into thinking cigarettes are a healthy choice. I found it particularly
interesting reading about death cigarettes in ‘Persuasion in advertising O’Shaughnessy
2004’ I previously didn’t know they existed, and when I read about them I
thought they were a complete joke, however I love the fact that they aren’t
covering up the truth, you get what you see, and now the death cigarettes
packets are a collectable item. Looking into celebrity hierarchy was also mind
opening, thinking about all the adverts that have actually used celebrities to
get their status’ up. With celebrities I have found that the celebrities
advertise the product, but they also like to advertise themselves. With adverts
such as Andrex they have more of a family feel, connecting with the audience
and making products memorable with something as simple as a puppy. I now
completely agree with Bullmores statement that ‘Advertising doesn’t sell
things; all adverting does is change the way people think or feel’ I don’t
think advertising does initially sell the product first, I think it manipulates
the way you feel and then hits you with a products that you think you
want/need, I think I have proved this by looking into a variety of sources and
adverts for different ages and from different eras.
References
BULLMORE.
J (2003) More Bullmore, Behind the
Scences in Advertising. 3rd Ed. Henley-on Thames Oxfordshire
United Kingdom: World Advertising Research Centre.
HEATH.R
(2007). The Hidden Power of Advertising
. 5th ed. Oxfordshire: Admap Publications.
O'SHAUGHNESSY.
J & O'SHAUGHNESSY. NJ (2004). Persuasion
in advertising. Abingdon, Oxon: Routledge.
WILLIAMSON.J
(1978). Decoding Advertisements. Lacy
Road, London: Marion Boyars Publishers Inc.
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timeless bottle . Available:
http://www.adweek.com/news/advertising-branding/perspective-heart-glass-141150.
Last accessed 31st Dec 2013.
Independent
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Last accessed 31st Dec 2013.
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Kelly . (2009). Misleading Man.
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