THIGHS for Sale

And the sex continues. In a previous post of mine I touched upon the use of sex and sexual images in advertising to sell different products. This technique has been by advertiser for years and I really think it’s time for something new.

            The major issue I have with the use of sexual images in advertising is that it’s a technique that’s used to much and often times the product is barely visible; the sex takes center stage while the product, which is the purpose for the advertisement, is an afterthought. Sometimes it seems like the use of sexual images in an ad could actually turn some consumer away from the ad/product and that’s the exact opposite of what the ad is supposed to do.

            I came across this Nike ad in a magazine I was reading and it made me stop because I didn’t know what in the world the ad was advertising. After reading the “I have THUNDER thighs” explanation provided in the article I was still left wondering what was being advertised. Everything about the ad encourages me to believe that the ad is advertising strong and athletic, women’s thighs. Can this be true? Nike advertises shoes, athletic wear and now body parts. This cannot be true?

Some of you may be reading this thinking, is this girl crazy because the ad is clearly advertising women’s athletic shorts. I acknowledge that the shorts are in some way the overall product being advertised, but why name the ad “I have THUNDER thighs” and play on the entire notion of thighs if that’s not the product. This is a perfect example of the sexual image becoming the main focus of an advertisement and the actual product being an afterthought.

            So I ask that the next time you see an advertisement you ask yourself what they are trying to sell you. A lifetstyle? An image? Sex? Or a product?

SAVE A LIFE...BE A HERO!

            

Save a dog. Save a cat. Save a life!

 Following a discussion in my adpr1400 course last week I can’t seem to get the images we are shown in commercial ads for the Humane Society out of my head. During the discussion my colleagues and I began to wonder if we have actually ever seen a commercial ad for the Humane Society encouraging viewers to come and adopt a pet or were we all drawing on images that we could recall from advertisements encouraging people to donate money to help save abused/mistreated animals. This topic is very interesting to me because the only ads I can recall seeing are those that try to guilt viewers into donating money to help save mistreated animals.

As someone who doesn’t own a pet or have the desire to, I was unaware that people could actually go to the Humane Society and choose an animal to “adopt”. Some may find my confession surprising but put yourself in my shoes. If you are someone who doesn’t see pet ownership as something you would be interested in for a variety of reasons, one being your dislike/fear of animals, your knowledge on the subject will be limited compared to those who see pet ownership as a necessity. Those who are less informed about ways to go about pet ownership receive their information mainly from different forms of advertising.

The first Humane Society commercial is the one that we typically see aired on television. The commercial is designed to evoke a sense of guilt in viewers and encourage them to donate money to help take care of abused/injured animals. Images of physically and emotionally abused animals flash throughout the entire commercial with a slow melody playing in the background which does create a sad mood.

The second commercial takes a different spin on the Humane Society outlook and what it has to offer. This commercial shows a lot of fun and happy animals; there is some comedy added to the commercial as well because some of the animals in the video are “talking” about how they would be wonderful pets for their potential owners. This commercial is the one that we need to see, but why don’t we see it.

I think the lack of positive images and information about how to go about ADOPTING pets from the Humane Society shows viewers one aspect of what it has to offer; viewers see the Humane Society as a place that shelters helpless animals and needs donations to keep business afloat. This image might encourage some animal lovers to go adopt a pet or get involved while it may deter others from doing the same thing by affirming their preconceived notion. Contrary to preconceived notions help by many people interested in buying  a new pet, all of the pets from the Humane Society don’t have physical defects or suffer from abuse, potential owners will receive information that tells them all about the pet they are interested in (shot records, background, etc.)

There needs to be more actual commercial ads for the Humane Society as a place where one can pick up a loving pet to serve as an addition to their families and not just those that make viewers feel guilty.

The Typical "SWIFFER" Woman

This commercial was released earlier this year and I have hated it ever since the first time I saw it. The entire concept of this commercial disturbed me because I think the portrayal of women in the commercial is stereotypical; the fact that the mud seemed to be a representation of strong-minded, opinionated women today was very disturbing. The “mud” was making valid points as to why the wet Swiffer are better than other regular wet mops, but because the “mud” was making her points using a condescending tone that listeners would be turned off. The “mud’s” tone of voice also makes her valid points go unnoticed. Personally, whenever the commercial aired I kind of just tuned the woman playing the mud out and just watched the commercial because her voice was annoying; my hearing automatically shut off because I had made up my mind that nothing of importance would come from a woman acting so “stuck up”. Although this commercial was probably intended for female audiences I think it represents women in a negative light. I think the “mud” was a symbol for the gold-digger type of woman who wanted the best things in life and she wouldn’t dare waste her time on anything but the best, and as soon as she sees something she wants she goes after it. This commercial also shows the lack of importance that we place on women in society. I think this commercial sent an unintended message that women were only good for cleaning, nagging and being gold diggers.

            Another issue I have with this commercial is that I think it’s about time that we see a commercial for household cleaning that’s geared towards men instead of aiming all household related ads to women.

How much SEX sells????

                At first glance what do these ads seem to be advertising? When I first came across these ads I thought perfume or some new grocery store was being advertised. There was an article that went along with these ads, which helped me determine that these ads were actually for an Italian clothing line, Sisley. The Sisley campaign is set in Laundromats and grocery store, described in the article, Sisley Fall/ Winter 2010/2011 Ad Campaigns, as the normal hangout spots for “urban junkies and normal people”. After I discovered that the ad was actually an advertisement for a clothing, I then asked myself why have a grocery store setting and why were the models in overly sexual positions.

While looking at these ads the famous line “sex sells” popped into my head and I began to wonder why. Why is it that advertising uses sex or the idea of sex as a tool to sell a variety of products? I then asked myself is advertising really trying to sell a product or a lifestyle. I would argue that advertising is actually trying to sell a product by promoting a certain lifestyle. For example, in the first photograph the model’s clothes are barely visible, but this is supposed to be an ad for the clothing line. Instead of focusing on the clothes, the photograph uses the model’s sex appeal to draw audiences in and keep them interested. This ad implies that the Sisley line makes women feel more sexy and will make them desirable to others.

The ad that has the girl lying on the floor in the grocery store surrounded by cucumbers disturbs me the most. When someone first looks at this ad, their attention will first be focused on the setting and the fact that the model is holding the cucumber in a sexual manner; only after funneling through all of the sex appeal in the ad will audiences focus their attention on the actual product being advertised.

I think the sexual presence in ads actually takes away from the product. There will be some people who actually embrace the sexuality expressed throughout ads, but there will also be others who agree with me, that using sex to sell a product actually make one develop ill feelings about that product. It’s time for advertisers to find a new strategy for selling products rather than repeating the ever popular “sex sells” concept because it’s over done and we need outgrow that kind of thinking.

EXPRESS Yourself

    

http://www.express.com/for-her/index.sec

     It’s all about lights, camera, action with Express. Express, an American retailer, reminds me of life in the fast lane, equipped with runways and nights on the town. This brand allows everyday consumers to express themselves through fashion. I would describe this brand’s personality similar to how I would describe my own: fun, energetic, edgy and sophisticated. The style and coloring of the merchandise makes me think of a fun night out with friends dancing and just enjoying life; I love going out with my friends and getting a little wild, but in the back of my mind I know that the decisions I make now can impact my future; I’m still very classy and sophisticated when out having fun.

Express is different from its competitors because the merchandise is of high quality, fashionable and affordable. Other retailers don’t possess all 3 qualities. Some brands may produce fashionable merchandise but costs consumers an arm and a leg or the merchandise is affordable but of poor quality. I’m different from others because I am a well-rounded individual. I’m serious, yet playful and stern yet flexible. I think too many people feel like the only way to the top is to be cruel and step over everyone else to get to the top, that’s not me. I want success, but I don’t want to get there by hurting my loved ones and making others suffer.

One reason I am most like this brand is because I take pride in my “product”.  The Express brand delivers high quality clothing at an affordable price; although some items may seem a bit pricey the merchandise is worth the every penny. It’s clear that Express brand is delivered with pride from the high quality of the merchandise down to the shiny floors in each store. My product, on the hand, is myself. After finishing college we will have to go into the real world and try to “sell” ourselves to different companies and organizations we wish to work for.  I take pride in everything I do; I am proud to have my name attached to every project/assignment I finish. I take pride in the way I carry myself, both physically and emotionally, inside and outside of Marquette University. Pride makes me push myself.

            Another reason the Express brand represents me best is because I love fashion. Express sells edgy, high-fashion clothes at a price I can afford.          

Although the majority of the Express line is inspired by high fashion, nightlife, there is also a selection of business casual attire and not only is this similar to my own wardrobe, but it also describes me as a person. I love to party and have fun like any other college student, but I also know that working hard is even more important; I understand there is a time to have fun and a time to get work done and meet deadlines. The Express brand is over the top fun, yet reserved and responsible just like me!

http://www.youtube.com/user/express?blend=3&ob=5

http://www.youtube.com/user/expressblend=3&ob=5#p/c/18E9D07A15ED65A8/3/TiuKOYziNhw