Category: Advertisement

Advertisements are everywhere. You see them on a magazine, billboard, television, radio stations, etc. They are found almost anywhere you look even though you do not realize it. Advertisements are meant to catch your attention and to appeal to your specific audience. There are many advertisements that are targeted at certain audiences and I have compared and saw how different an ad can be based on the age range a magazine is targeting. In this research I am using Southern Living magazine; Jan 2020 edition and comparing the different advertisements that it contains. Southern Living magazine is a lifestyle magazine that consists of recipes, house plans, garden plans, and information about Southern culture and travel. This magazine had a variety of advertisements. It had ads that I know someone that reads this magazine would be intrigued by. I compared them by using Fowle’s fifteen basic appeals and Aristotle’s three artistic appeals.

In this advertisement from the Southern Living Magazine, Estee Lauder focuses on Fowles’s appeal to have the need for aesthetic sensation. The need to be beautiful comes from seeing a makeup advertisement and having a woman there that seems like she does not even need makeup. This advertisement shows an example of how beauty attracts a woman to want to buy that foundation because then they will think that will make them look beautiful as well. The woman reflects the need for that aesthetic sensation by the caption this ad has… ‘Wear confidence.’ Estee Lauder proves by putting beautiful women for a foundation advertisement will have other people focus on their need for aesthetic sensation. Another appeal from Fowles is the need for attention. Need for attention means that you want to have people’s attention and you want to be noticed. This appeal is usually in cosmetic advertisements because it just comes naturally. When wearing makeup people usually want to stand out and have makeup that everyone wants to compliment. On Aristotle’s artistic appeals this advertisement would be more directed to pathos appeal which is known as emotional appeal. This appeal activates emotions by what the advertisement says, for example, vivid descriptions. This advertisement appeals to pathos by the way they portray the women in the ad. This puts a woman that is beautiful and looks like she does not need makeup. This affects me emotionally because when I see that it makes me think that I want to look like that as well. This ad will appeal to any person that wants to look “beautiful.” By this being a Southern magazine it could appeal to souther women This advertisement does a good job at appealing to the audience because it has already caught my attention and made me think, well maybe I should buy this foundation as well. After identifying all of the appeals this advertisement has given I have realized this is more targeted to one primary appeal, emotional appeal. This is because in both Fowle’s in Aristotle’s appeals they both capture the meaning of this advertisement is by emotionally appealing to the viewers and wanting to be beautiful by what they see. I could relate to this appeal because I can see how this advertisement can attract a person’s attention by wanting to be confident like the women and by wanting that attention to be noticed.

Moreover, I discovered that this magazine included two different advertisements based on similar products.. pedigree and temptations. These products are both dog food. One thing noticed in this magazine is that it included multiple advertisements for dog food but I will only talk about two. The first advertisement is a bunch puppy around the bag but the visual is to make it seem like the puppies are drinking milk from the mom, hence the caption “like mother’s milk.” This advertisement, according to Fowles appeals, appeals to the need for nurture. This is because seeing a puppy and having the caption will bring out maternal or paternal instincts. This is why this is also considered by Aristotle’s appeals; pathos is the emotional appeal. Comparing the bag of food to mothers’ milk gives me the idea that puppies enjoy this food as much as their own mother’s milk. Since this is a family magazine this advertisement goes perfect because it will appeal to families that have dogs. The context of the graphics really did help achieve the appeal of the audience they are trying to target.

Now on to the next dog product… temptations. In this advertisement, I thought it was simple but clever. This advertisement showed the bag of temptation treat all torn up with the caption, “All It Takes Is A Shake.” This advertisement was difficult for me to identify Fowle’s appeal. I have concluded that is also the sense of nurturing. This is because of the sense of having to feed the dog. Even though there is no picture of an animal is still brings out the maternal or paternal instincts to feed your dog or a dog these temptation treats. In this ad, they use a sense of humor by showing that the dog will tear up the whole bag just by moving it around since they know what they are about to get treated with. It provides a good visual to me of how an excited do would try to tear into the bag to get their favorite treat. According to Aristotle’s appeal, this would also be considered a pathos appeal because it is trying to appeal to us emotionally. Instead of these provided of us with a sad emotion, it gives a sense of humor by the emotional tone. As compared to the other dog food advertisement they both appeal to people who own dogs. By the graphics of the torn-up bag really helped me see what audience they are trying to target.

In conclusion, these advertisements in Southern Living Magazine do a good job targeting their audiences. I do notice they are all mostly appealing with an emotional state. These advertisements and the ones saw all were towards the pathos appeals.

Advertising is a paid type of correspondence that comprises of an uncommon message sent by the particular individual (publicist/organization ) coordinated towards a particular gathering of individuals which may comprise audience members, perusers of watchers for a particular timeframe in a particular way to accomplish a particular objective. According to American Marketing Association (AMA). Advertising means any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.

Various sources for media advertising

• Communicate media-TV and radio are two of the most significant publicizing media known as communicate media. Televisions have become a significant instrument to publicize for organizations. Organizations can targets serials, unscripted TV dramas, games, live occasions and so forth which are displayed on TV’s and comprehend the socioeconomics of the individuals viewing the TV. Stations are in any case named news, sports, information, amusement, motion pictures, kids and so forth. This causes publicists to single out the channel. Along these lines TV is one of the most broadly utilized promoting media on the planet. Publicizing spaces are sold by communicating organizations and directs situated in prevalence of TV appears, TRPs and so on.
• Radio-As an apparatus for promoting and publicizing, radio is the most savvy instrument which a client can have. Since radios have are high entrance and are simple for clients to purchase, they are a decent apparatus for publicizing. Radios empower organizations to connect with a wide scope of clients. Since radio take into account the necessities of a specific city or district, it is a decent method to promote dependent on clients chose from geographic division. Along these lines, radio is one of the best instruments as publicizing media.
• Print Media: Advertising media like papers, magazines, pamphlets, handouts, bulletins, signages, regular postal mail and other print productions go under print media. With the gigantic reach of print media, it turned into a mainstream apparatus for publicizing. Print media takes into account a provincial crowd and is distributed in various dialects. Henceforth, print media can take into account a specialty crowd when contrasted with communicate publicizing media instruments like TV or radio.
• Online Media: With the steady development in web infiltration, organizations have begun utilizing on the web media for advancement through promoting. Individuals are associated with the web through online networking, site perusing and so forth. This offers a chance to organizations to utilize this publicizing media and take into account clients utilizing web based promoting. Online promotions, web journals, content publicizing, partner showcasing and so on are completely done utilizing on the web as a promoting media.
• Outdoor Media: Another well known type of promoting is utilizing outside hoardings, boards, OOH (out of home) media and so on. Open air promoting it fundamentally valuable in catching those clients who are making a trip starting with one spot then onto the next. This offers a chance to organizations to utilize open air publicizing media to make brand mindfulness by putting enormous bulletins and hoardings above structures, close to roads and so forth to give most extreme deceivability.
• Mobile Phones: With the expanding entrance and utilization of cell phones, portable publicizing has become a basic angle for each business. Versatile as a publicizing media assists with connecting with client by advancing messages through SMS, online networking talk bunches and so on. On the web and versatile media are likewise covering now and again as sites can be open both through work area, PC and cell phones.
• Specialty Media: These comprise of things that are offered away to the shopper on which the name of the organization or brand is printed with the goal that more individuals become more acquainted with about it. For instance convey sacks, enrollment cards, free product like tops or packs, and so on. These sort of promoting media are more specialty and have a restricted reach when contrasted with the previously mentioned media.
• Different structures: Apart from the ones talked about above, promoting should be possible through travel signs for example the little banners that we see on trains or transports, electronic bulletins, and so forth. A few promotions can be publicized before the motion pictures in film corridors also, where it can connect with an enormous gathering of comparative crowd as far as demography or topography.

Relationship customer conduct is impacted by different components, extending from individual inspiration needs mentality and qualities, character attributes, financial and social foundation, age, sex, proficient status to the social impact of different sorts applied by family, companions partners, and society as an entirety. Every individual has his/her own guidelines of decisions and unmistakable conduct in each part of his/her job as a shopper. However, simultaneously, basic the individual contrasts there are likenesses which make it conceivable to clarify conduct of explicit sorts or gatherings of individuals. A cautious investigation of shopper conduct gives the sponsor further knowledge of his objective sections, which thus ends up being very important in key publicizing choices, particularly in characterizing the objective markets and making the promoting claim and message.

Significance of Advertising media

Promoting assumes a significant job in clients’ life. Clients are the individuals who purchase the item simply after they are made mindful of the items accessible in the market. In the event that the item isn’t publicized, no client will come to comprehend what items are accessible and won’t purchase the item regardless of whether the item was for their advantage. One more thing is that promoting assists individuals with finding the best items for themselves, their children, and their family.

It has three essential goals: to educate, to convince, and to remind:

• Informative Advertising -makes the consciousness of brands, items, administrations, and thoughts. It reports new items and programs and can instruct individuals about the characteristics and advantages of new or built-up items.
• Influential Advertising- attempts to persuade clients that an organization’s administrations or items are the best, and it attempts to adjust discernments and improve the picture of an organization or item. It will likely impact purchasers to make a move and switch brands, attempt another item, or stay faithful to a present brand.
• Reminder Advertising – reminds individuals about the requirement for an item or administration, or the highlights and advantages it will give when they buy speedily.

For a commercial to be powerful, its creation and arrangement must be founded on information on general society and a talented utilization of the media. Publicizing offices serve to coordinate complex crusades whose systems of media use depend on examination into buyer conduct and segment investigation of the market territory. A technique will consolidate inventiveness in the creation of the promoting messages with shrewd booking and arrangement, so the messages are seen by, and will affect, the individuals the publicist most needs to address. Given a fixed spending plan, promoters face a fundamental decision: they can have their message seen or heard by numerous individuals on fewer occasions, or by fewer individuals commonly. This and other key choices are made considering the trial of the viability of promoting efforts.

How does brand awareness benefit the sponsor:

• It builds a sense of dedication/commitment in the minds of consumers towards the brand/label.
• It gives a serious competitive advantage to sponsors. Displayed products become more catchy to clients as they are already aware of the advertised product in the market. Influencing them to give it a try.
• It is also one of the significant brand resources that increases the value of the goods, management, or organization.
• Clients are 60% bound to buy from a brand they’ve known about than from one they’re new to – brand loyalty.
• It gives a feeling of solace and recognition to purchasers.

Influence of Media Advertising on consumer products and brand awareness

• The utilization of visual display media platforms for advertisement increases brand awareness. Concentrate on visual exhibit . It is basically additionally captivating to the normal web based life customers . Make your own designs or pictures and post them via web-based networking media. Individuals are bound to share something on their interpersonal social platforms that is outwardly engaging than a post with content as it were.
• Adding emotional value to your advertisement increases sales and also brand loyalty . This is way in which psycology join hands with advertising to persude consumer . Feeling approaches use feeling to catch buyer conduct. Regardless of whether it’s enjoyment, dream, or dread, convinces buyers feeling to make a purchase , that in turn leads to sale .
• Increasingly modern with computerized media, it is an integral asset for following buyer practices, interests, and inclinations, permitting promoters to all the more likely tailor substance and offers to singular buyers. Through the intensity of computerized media, important or engaging promoting can be shared among companions and turn into a web sensation—and watcher impressions soar.

Global Meaning of Advertising

Advertising is the greatest art of the 20th century (Herbert Marshall McLuhan) Advertising is any paid form of presentation and promotion of ideas by identified sponsor; it is the major component of promotion mix. Advertising is to make consumers / people aware regarding new or existing product or services. It is a part of marketing which helps to convince and increase the sales of products.

According to American Marketing Association any paid form of non personal presentation of ideas, goods or services by an identified sponsor. (Principles of marketing, 153) in other words paid sponsor is responsible for the sales message to masses.

In our day today life we are surrounded by commercial messages like TV, news paper, magazines all this is part of global advertising. A study suggests that with the passage of time adults daily media consumption has increased from 5.2 hrs to 9.8 hrs (Sheree J 2014).

Advertising technology is rapidly.

Social media

Find me on Face book, follow me on twitter, and check out my vlog. Ten years ago, these phrases ment nothing, yet now they are part of every day speak (Ian D.2016, 153).These days social media platforms help people to share relationship bonds, news and content however there choice of media can be distinct.

Social media gives you the power to direct your businesss online life. Whether that life is long and happy depends on what channel you post and to and how you manage your profiles. (Ian D.2016, 155). The main consideration you should take into account:

YouTube

Our mission is to give every one a voice and show them the world/youtube2017. Founder of you tube is Chad Hurley with this former Pay Pal colleagues Steve Chin and Jawed Karim founded youtube in 2005. Time magazine has given you tube title of best invention of 2006 .it gives equal opportunities to every one. Google acquired youtube to become most visited online video site on the web by far. Google bought the site in November 2006 for USD$1.65Billion.

YouTube allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Most of the content on YouTube is uploaded by individuals, but media corporations including CBS, the BBC, Vevo, and Hulu offer some of their material via YouTube as part of the YouTube partnership program. Unregistered users can only watch videos on the site, while registered users are permitted to upload an unlimited number of videos and add comments to videos. Videos deemed potentially inappropriate are available only to registered users affirming themselves to be at least 18 years old. (Wikipedia)

YouTube earns advertising revenue from Google AdSense, a program which targets ads according to site content and audience. The vast majority of its videos are free to view, but there are exceptions, including subscription-based premium channels, film rentals, as well as YouTube Premium, a subscription service offering ad-free access to the website and access to exclusive content made in partnership with existing users.

As of February 2017, there were more than 400 hours of content uploaded to YouTube each minute, and one billion hours of content being watched on YouTube every day. As of August 2018, the website is ranked as the second-most popular site in the world, according to Alexa Internet. (Wikipedia)

Facts about YouTube:

• Youtube users/1,300,000,000.
• 300hours of videos are uploaded to you tube every minute.
• Almost 5 billion videos are watched on youtube every single day.
• 30 Million Visitors per day. (Youtube 2017).
• 2nd most popular site in the world, according to Alexa Internet in 2018.
• Some of the types of Videos Watched on YouTube are:

1. Product Reviews:

This form of video content helps to understand the features, catch useful information and check out the reaction on try on , for example , clothes from online shops . Watching product reviews is a new version of shopping today you dont have to leave your room. During a product review, content creators, usually YouTubers who have qualified their channel as unpacking, feature a newly released product. Towards the end of the video, they can put it to the test and share their insights with their viewers. (Buy Views Review, 2016).

2. How-to Videos

Video with the main idea of showing how -to use or implement the product. For example, it can be starting on how to clean coffee machine to applying face mask . More and more people are using YouTube to answer some on how do you do it moments. According to Google, searches for how-to videos grow 70% each year. (2017).

3. Vlogs

Video blogs or vlogs give us a sneak peek at what goes on and how live our favorite YouTubers.Vlogs usually include snippets of their day and put them all together in one video episode. It also can include a review on products, collaboration with Brenda and other Vloggers, events, trips etc. Vlogs usually last anywhere from 7 minutes up to 40 minutes depending on whether its a daily or weekly vlog. The general time for video is 10 min as with that video format it is possible to put more additional skippable advertisement. YouTube .com gives an example of Joey Dynamo is a known gaming-turned-lifestyle YouTubers who makes daily and weekly vlogs. His vlogs receive thousands of views per episode, commonly reached mark is over 2.8 million views making him one of the most-watched Guys on YouTube. (YouTube, 2017).

4. Gaming Videos

YouTube statistics shows that almost 95% of gamers turn to online videos for educational and entertainment purposes. With such a wide gaming community, its no wonder gaming videos are one of the most highly searched and viewed types of content on YouTube. (YouTube 2017)

As an example of gaming industry on YouTube, DiePie is a YouTuber that needs no introduction at gaming world; just see how he manages to ring in 33 million views just by playing the mobile game Flappy Bird. (Google Statistics, 2017).

Types of advertising on you tube

Youtube provides learning, entertainment and employment to is viewers. You tubers can make a lot of money by posting different videos, on youtube we can see different types of advertisement from laptops to latest mobile phone and are sponsored. Ads are matched to specific audiences according to there taste and preferences.

Non skippable videos Ads

Skippables Ads.

1. Non skippable videos Ads:

Non-skippable video ads can be inserted before, during, or after the main video and must be watched before the video selected can be viewed. When just starting to build your audience, you may want to consider skipping this option and making your video easily accessible. (YouTube, 2019)

2. Skippables Ads:

Skippable ads can be inserted before, during or after the main video. After a few seconds, users can click on the skip ad button to start watching your video. (YouTube, 2019)

Motivation of the project

The internet has quickly grown to be the fastest growing medium in history. More and more businesses are using different social media sites as marketing tools since that is where the consumers are talking, sharing and creating content. (Strauss & Frost 2012, 192, 345.)

The importance of social media and its influence on customers is increasing rapidly. Brands are using various techniques to attract customers on to there sites and YouTube has become a new medium for the attraction of customers.YouTubers are sponsored by the bands to make people aware and influence there target audience.YouTube is now a new trend which is used to advertise new product and it is providing equal opportunities to every one.

Marketing Mix

Marketing mix is the blend of all the marketing efforts revolving around the four ingredients which are product, price, promotion and place and these all are revolve round potential consumer satisfaction.

According to Martin P. Davis effective advertising becomes easier to achieve since attention focuses on the essential elements which under lying all successful campaigns. (1997,1).

A successful advertising will ensure about the services it provides regarding the product and also helps in creating brand image. Advertising should be able to intimate customers about the product and its goal.

Deciding your advertising objectives makes advertising successful

• Right products – which people would buy if they knew about them.
• Right people – to whom your product is of interest.
• Right media – which reach these people effectively.
• Right message – which conveys your products benefits.
• Right timing – when potential customers are likely to buy.
• Right budget – so you do not spend too much or too little.
• Right distribution- with your goods available for purchase. (Martin P. Davis. 1997, 23)

The Concept of Internet Advertising

Internet advertising is a form of promotion that uses the Internet and World Wide Web for

the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brands website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial.

Consumer can gather information about products and services, communicate with other consumers and firms for related products and services, and sometimes complete transactions. As the Internet session is a self selected environment of the consumer, the promotion message will be more effective. Internet advertising is also capable of providing an experiential environment to the consumer through virtual reality interfaces thus allowing the consumer to experience some of the features of products before making the purchase decision. Consumer can provide feedback content about the product, to the firm and to other consumers. A positive feedback becomes a good promotion for the marketer. A marketer can even exploit a negative feedback by solving the consumers problem and showing the commitment of the organization to satisfying consumer needs. Consumer can also add collective content to the medium through discussion forums like the virtual communities (Ducoffe, 1996). In India, online advertising has gained increased popularity with more people spending time online.

Thesis statement

This printed advertisement is about fast food, which mainly promoted the Prosperous Burger of McDonald’s. The thesis of this food advertisement is to inform the people that the prosperous burger came back again in a new size of meal which is double chicken and beef. It is represented by four types of burgers in the advertisement. They arranged the burgers from the double chicken prosperity burger and continue with double beef prosperity, normal chicken prosperity and at last the normal beef prosperity burger. There also put a picture of drinks and twister fries behind the picture of burgers. The advertisement is not fully covered with complex and long sentences. The words are written in white colour. The burgers are labeled with the names. Ang Pow packets which contains of 5 pieces in each will be given to the people who buy the Prosperity Meal. But, it will be given until the stock lasts. The advertisement also informed that the prosperous burger is available in every weekday mornings. This advertisement displays the picture of ice cream on the corner and it introduces the new flavor which is the new Orange Dream McFlurry.

Targeted Audience

This advertisement mainly targeted the customers who eagerly waited for the comeback of the prosperity burger. As it is only available during the Chinese New Year season, it would be the biggest treat for customers who miss the taste of prosperous burgers. The familiar taste is back for them. The introducing of new size of burger which is double the choice will become a special serve for them. The people who waited for prosperity burger will be surprised by the double treat where the size of burger is two times bigger than usual. This advertisement was designed perfectly according to the targeted consumers’ interest. The prosperity burger in the advertisement will trigger the customers to get their mouth-watering burger as soon as they can and taste it before the season end. This advertisement also targeted the multicultural society of Malaysia. It did not have stereotypes in advertising. Chicken and beef lovers are welcome to grab their favorites. They can choose their favorite among the burgers. The advertisement did not limit the choice. The consumers who could not eat beef still can have their prosperity treat by choosing a chicken prosperity burger. There also provided double choice for both, chicken and beef burger. The working men and women also will be the targeted consumers for this advertisement. The weekday breakfast special is suitable for them to have their early food before starting their daily routine. They can own their favourite prosperity burger not only for lunch and dinner, they also can treat themselves with it for their breakfast. It is sounds so good right ! So, do not miss your special season meal even in the morning.

Advertising Myths

Myth within the advertisement was conveyed through utilize of signs and colors. Myth is commonly utilized to refer to beliefs which are obviously wrong, but according to semiotics, myths can be seen as expanded representations. In this advertisement, we are able effectively to recognize how myth is employed. It attempts to tell do not miss the prosperity burger which came in double size. The advertisement emphasis the word ‘Double the choice, Double the happiness’. The word double the happiness clearly shows the myth of it. It triggers the customers to have a good feelings through read the words from the advertisement and they try to grab their prosperity burger from the nearest McDonald’s. Obviously, the happiness not going to be double when the customers had their prosperity burger but the advertisement seeks to attract them to believe that they get prosperous when they eat the prosperity burger. The targeted customers can choose their burger but the emotions and feelings are could not predictable by others. Therefore, the words they used become a myth of it. Other than that, the advertisement also tried to convey the message to the targeted audience that do not forget to grab the new size of burger, drink, the new flavor of ice-cream and the special breakfast before the season end. It also targeted the working men and women who can have their breakfast before they go to work. The advertisement addressed a weekday breakfast special for the working consumers which shows that the breakfast that is provided is not a usual meal, it is a special treat that is specially prepared for the targeted audience. The color red is thought to be the color that enflames feelings and sentiments. It may be a image of high energy. Red and its numerous shades of color are too utilized as a image of heart and cherish. Red has been found to have such a huge impact on people; it can indeed cause the heart to beat faster. It is an amazingly capable color. It is the blast that hits your eyes, and as a result, it symbolizes vitality, control, imperativeness and strength. Red is an appealing color to about everyone, and it can be utilized for anything energizing and able. In some cases, the control of items is portrayed by the utilization of red. The color red is used in this advertisement appeal to the targeted audiences as it were color that can truly depict any strong reaction. The dark background color of the advertisement enables the pictures appear as the central idea of it. The burgers look delicious and will attract the targeted audience to grab them. Therefore, red is an usual color that used for so many advertisement, especially for food. The red color has a incredible impact on a customer. It can persuade him to buy the item.

Positioning

The prosperity burgers of the advertisement are the central pictures that arranged orderly from double chicken prosperity, double beef prosperity, chicken prosperity and beef prosperity burger. The double chicken prosperity burger were placed at the front among the others in the advertisement to give importance for the society who consume both types, which are chicken and beef. Not everyone eat beef but there might be everyone who prefer eating chicken. The new size which is a double prosperity burger was placed mainly before the normal prosperity burger to show that a new type of prosperity burger has been introduced for the targeted audience. Besides, the explanation of the advertisement is placed on the top right of the picture of burgers. The customers not going to read the words at first, they will concentrate on the large pictures of the burgers. Then, they would like to know some information on the burgers if they are interested in them. Therefore, the explanation is placed on top of the picture. It will be easy for the reader to get information after being attracted to the delicious juicy prosperity burgers. The information about the weekday breakfast special, ice-cream picture, and free Ang Pow packets were arranged at the conner of the advertisement.

Semiotics

The picture of burger represents the iconic symbol of the advertisement. The picture plays an important role in the advertisement. the picture of prosperity burgers placed in large size which covered the half of the poster. The burger decorated with onions and the chicken and beef patty in between the bun will attract the focus of the targeted audience. Here, we have a denotative and connotative meaning of the sign. The denotative meaning for the picture could be the burger filled with onions which give extra taste and the patties. The connotative meaning of the picture can be anything such as the delicious, juicy, taste of the burger, hot and spicy, and the double happiness of the consumers when eating the burger.

Lexical features

This advertisement uses a simple structure and easy words to convey the message to the targeted audience. The reader can easily grasp the meaning of the advertisement without any doubt. The jargon and bombastic words are completely avoided in the advertisement so the readers never get confused with the new words. The use of the adjective, ‘double’ in the advertisement shows that comparison between the normal prosperity burger and the new prosperity burger that introduced. The targeted audience will easily differentiate the style of burger before they grab it. The use of the noun, ‘special’ indicate the uniqueness of the breakfast that is arranged for the customers. It shows that the breakfast that provided on prosperous season is not like usual. The targeted audience can have the prosperity burger in the morning of weekdays as well.

Syntactic features

Simple sentences are used in this advertisement. It helps the reader to understand the content and the messages that the advertisement try to transfer. A simple phrases are used to avoid any difficulties in reading and give a clear picture of the purpose of advertisement. The phrases, ‘Prosperous time is back !’, and ‘Double the choice Double the happiness’, consider the easiest phrases that clearly transferred the message to the targeted audience. The use of adjectives in this advertisement helps the nouns to modify and create a sentence that are relevant and easy to understand. The example of adjectives that used in this advertisement is tantalizing, double, favourite, and special. These words hold the purpose of this advertisement.

Language

The advertisement is a fast food advertisement, it mainly promotes prosperity burgers. It is one of McDonald’s burgers during Chinese New Year. The thesis of the product is not to miss the double prosperity burger during the season. It is represented by 4 types of burgers. First two are double beef and chicken prosperity burger, followed by another two single beef and chicken prosperity burger. The background of the advertisement is red. The word ‘double’ used in the advertisement is bold, and the words are written in white and yellow. It is presented in a delicious way, where the meat looks juicy. The meat looks rich with the paper sauce and decorated with fresh onions. It is a hot and spicy combination. The twister fries at the back of the burger looks crunchy and the iced coke in the picture looks very cold and irresistible during the hot weather.

Society

This advertisement triggers feelings of adults of both men and women and makes them drool over the picture of the double prosperity burger. It triggers to buy the double prosperity burger set and add on the new orange McFizz and Orange dream McFlurry . In addition, buy the prosperity sets to get free 5 and pau packets as Chinese New year approaches. Money can be saved from buying the 5 and pau packets. This advertisement targets the working adults. Before heading to workplace, we could grab the delicious double prosperity burger. One wouldn’t be enough as we will be working too long, double prosperity burger should ease the hunger for a longer period of time. The age group which is targeted by this advertisement ranges from 20s to 50s or above. McDonalds releases prosperity burger once a year during Chinese new year season. During this season, it triggers everyone to buy the prosperity burger before the season ends. As the name of the burger itself is prosperity, it says prosperous time is back and time to grab it and be happy. The targeted audience will not think deeply about it because they are inclined to believe it; they will just look at the delicious picture of the burger. Thus, the advertisement tries to convince them to grab the burger and try out the new drinks and ice cream during the season before it comes to the end. Eating the burger will not double the happiness but we believe it might be as prosperous as we eat the prosperity burger. This advertisement targets working adults as they mention weekday breakfast specials, adults usually go to work on the weekdays in the morning. Looking at this advertisement the audience feel we lets get a prosperous start to our morning. The color red is thought to be the color that enflames emotions and feelings. It is a symbol of high energy. Red and its many shades of colour are also used as a symbol of excitement. Red has been found to have such a huge impact on people, it can drag the attention. It is an extremely powerful color. With the red background, the picture of the prosperity burger attracts the audience with the juicy look of the meat to take a bite. In fact it is the use of myth thru colours. Thus, overall, red is a pretty useful advertising color, especially to attract attention and burn the desire in the audience. It convince the audience to take a look at the pretty burger with the sesame toping ton the bun, well decorated onions and the juicy prosperity burger meat and to buy them. The white color is used to write the letters to reflect safety and simplicity. The advertisement conveys a message by using white color in writing letters to show that this product is safe and simple. It emphasizes more the picture of the burgers.

Discourse

The picture of the prosperity burger represents the iconic sign. The picture is the signified. The picture of the double prosperity burger and single prosperity burger gives the choice to the audience. Here, we have a connotative meaning of the sign. The conative meaning invites the audience to grab the double prosperity burger set together with the twister fries. Another type of sign used in the advertisement is the index sign which is implied in the use of colors. The colour red in the advertisement refers to attention, temptation and attraction because it is the colour of desire which arouses the emotions and feelings. So the advertisement raises the audience desire to get the double prosperity burger no matter in online or in the shop itself. This advertisement uses simple words with simple structure so as to it is easy to read and grasp the intended message. The bolded word of double grabs our attention easily, and we get to know that double prosperity burger is now available. The conveyed message invites the prosperity lovers to grab the double burger on the go in the morning before going to work. To convey meaning clearly and simply, The double the choice, double the happiness and the prosperous times are back conveys the meaning that choosing double prosperity burger is the best choice to make as the season lasts for shorter period of time. We should hurry while the familiar taste is back during the season. Using of minor sentences leaves space for focusing on the picture. The picture of the double prosperity burger invites the audience. The picture of the burger is located from the left to right with the closer to far look of the burger. The burger on the left with the zooming effect makes the audience’s mouth watery and triggers their desire to taste it. Having a multicultural society in Malaysia, displaying both chicken and beef provokes all the audience’s feelings. This tempting picture of the burger also makes the audience hungry immediately. It makes the audience get the burgers no matter what.

In the current competitive world, advertising has become an essential strategy for many businesses in winning over market share and gaining a competitive advantage over peers. This has resulted in rapid growth in online advertising, consequently leading to the generation of large data volumes on targeted customers. Data mining applications such as customer behavior analysis, a recommendation system for e-commerce, market trend analysis, and link prediction for social networks have widely been used to foster advertising. Primarily, much of online advertising for businesses today focus on what the advertisers know about the customers, otherwise known as ‘audience intelligence’ (Li & Shen, 2007). Audience intelligence entails understanding the target audience in online advertising.

In online advertising, businesses use data mining to foster three main objectives. The first is to reach the customers who browse on web pages, search for items via search queries with the intent of purchasing goods online. The second objective involves targeting the media channels to convey information to consumers through ads. These channels include social media websites, search engine portals, and Internet marketing tools. The third objective is identifying the appropriate advertisers who develop the actual ad content (Wang, 2012).

The overwhelming use of data mining in the development of online advertising has led to businesses holding huge volumes. As much as this is a good thing for businesses in understanding the target audience, it has brought an equal share of data mining problems both to the business and the customers. One of the most prominent challenges faced by advertisers using data mining is delivering the right advertising message to the target audience at the right time. According to Li and Shen (2007), in an information-rich business environment, competition for the customers’ attention is inevitable. Businesses with a very vast pool of end-users’ data face a problem of deciding what to use in capturing their attention. In some cases, the algorithms that the advertisers use may not be the attention getters for their intended audience hence loss of market share.

Another profound problem facing data mining in online advertising is issues of data safety and security, especially with increased cases of cybercrime. Readily available data has enabled many businesses to use consumer data to conduct profiling and targeted marketing. It is estimated that 80% of end-users are aware that companies track their consumption behaviors across different e-commerce and social media websites (Singh & Swaroop, 2013). However, what they do not know is that rules in marketplaces permit businesses to share or sell customer data in regards to what they purchase. Data insecurity and lack of transparency make customers suspicious and angry towards online marketers, the media as well as authorities responsible for protecting them from the advertisers who misuse their data.

The most probable solution to the problem of delivering the right advertising message to the target audience at the right time is using a language-independent machine learning system in establishing attention getters of the end-users. Accurately matching the needs and wants of customers to the content of an advertisement is not an easy task. However, due to the modern machine learning system technology, businesses can take advantage of the relevant end-user data in devising attention-getting ads and eventually improve revenues. Machine learning systems collect several vital data that help in matching the end-user and an ad. These data include demographic data such as age, economic endearment, and geographic location. Additionally, the technology establishes an individual’s consumption behavior, and through these insights, a business can target the audience with precision.

In regards to the security of customer data, data miners need to be more responsible while using the data to avoid it falling on the wrong hands of fraudsters and hackers. Advertisers should be transparent to the customers regarding the kind of data they have on them and, more importantly, seek their approval to use the data in developing advertisements. On their side, end-users need to limit the amount of data that advertisers have regarding them. One way of escaping data miners is constantly changing passwords of common websites one visits. With these, data miners have no access to information regarding the end-users’ consumption behavior. Another secure way of being online is using high-quality malware and VPN. This software assists in avoiding individual tracking by data miners as they are not able to establish details such as the geographic location of the end-user.

Using machine learning systems in matching a customer to the right advertisement content is very workable for modern-day businesses. Machine learning systems provide an advertiser with audience intelligence, which involves the cognition of customer’s desires and passion, character, personality, as well as media habits (Wang, 2012). Audience intelligence advertising, developed through machine learning systems and artificial intelligence, creates customers’ value in that the advertiser understands customers’ thinking and behaviors as opposed to conventional advertising.

Similarly, it is vital for data miners and upholds customer’s data privacy to avoid exposing them to cybercriminals. However, the performance of this recommendation in the current world has proved difficult as hackers and fraudsters have sharpened their data mining skills. Additionally, the government has not implemented laws prohibiting businesses from selling or exposing their customers’ data to third parties. Even when individuals opt to use VPNs to hide their identity from data miners, most high-quality VPNs are too costly for them to afford.

In conclusion, I think it is appropriate for businesses to use sophisticated artificial intelligence such as machine learning systems in learning more about their target customers and hence devise relevant adverts and eventually growing their revenue. However, this process of collecting data from consumers should be in a responsible manner such that customer data is secured at all costs, less it falls to the wrong hands. Consumers, too, should make individual efforts in securing their data from data miners through VPNs and other Internet security features.

In America, false advertisement has been going on for a while now. Whenever we see something “cool” or “useful” we want to have that object, our kids are the ones that get affected by false advertisements easily. The parents can easily be fooled by these adds as well because they’re the one that buys the objects for themselves and their kids.

One of the popular false advertisements is food, these food owners use celebrities or people that are famous and make us buy or taste their food. We as passive consumers are not aware of what’s in that food product or where it came from nor do we know the process of the food. All we “care” about is the taste. We don’t know what kind of ingredients are in the food. Unhealthy food can get us sick or can cause any type of disease.

Unhealthy fast food is also commonly believed to cause obesity, diabetes, and other chronic health conditions. “ The problem of obesity is so staggering, so out of control, that we have to do something” (Barboza 9). These foods are consumed in huge quantities due to their widespread availability and sometimes because no healthy food is within reach. Most fast food gets you sick due to the unhealthy use of ingredients and products. When this food comes from farms, it goes through a long process, and chemicals are put into these products to make it stay fresh like meat, vegetables, and fruits too. “ When food, in the minds of an eater, is no longer associated with farming and with the land, then the eaters are suffering a kind of cultural amnesia that is misleading and dangerous” (Berry 1). We need to be careful with what type of food we put into our bodies it could cause some serious problems, some of these problems or diseases don’t even have a solution to them so there’s a possibility of you dying.

Many companies were sued for fraud because when they try to sell their product, they usually end up putting false information for us so we believe it’s “safe” when really it isn’t. Farmworkers and owners face a myriad of health risks, including chronic and high risk of injury, and limited access to health care. Routine antibiotic use in animal agriculture contributes to antibiotic resistance, diminishing the effectiveness of these drugs for human use. “Commodity prices lurching upwards and the United Nations Food and Agriculture Organization preparing for an emergency meeting to discuss the crisis, that position looks hopelessly naive” (Rayner 14).

These false advertisements can ruin your life or make you extremely sick. From eating unhealthy/ junk food these teenagers are getting really sick and having problems at a young age. However we can prevent this from happening if we pay attention to what kind of food we put in our body or do research on healthy and unhealthy foods, so we can further educate ourselves about the choices we make when it comes to false claims and advertisements we as consumers need to be aware of the types of food we buy and also we need to realize that companies use to persuade us to buy their products and that they don’t care about our health and they’re spreading false information to raise gain more money and publicity. This could cause some serious issues in the future or for our future kids knowing that these kinds of things actually occur in the world.

There are frequent debates over whether advertising to children should be banned. The main question asked is “Is marketing to children a harmful or useful tool for teaching them?”. In some cases advertising is already restricted on certain products such as tobacco and betting, mainly to protect the health of consumers or potential consumers but also to prevent items which are illegal to children from being introduced to them at a young age.

Advertisements are made to promote products but in doing so may create misleading and deceptive claims about their product and children who are too young to understand these techniques become an ideal target market. Adverts create a false image which may present things or events in an unrealistic manner which children may be more likely to believe. However, studies show that by the age of 8, the majority of children don’t believe that adverts always tell the truth (Carol Macklin, M and Carlson, L 1999). Despite children identifying the marketing techniques used by businesses, The American Academy of Pediatrics explains that even older children and teenagers who are able to recognise advertising, are sometimes not able to resist it when it is being promoted by celebrity influencers on social media (Radesky, J 2020). Famous influencers can have millions of followers which may encourage children to buy products which they are promoting. Instagram is a very popular social media site for children with over two million users aged 17 or younger in the UK, which makes it the perfect place for businesses to target young customers.

Children have become a target for marketing due to their undeveloped cognitive skills which older children and adults possess. They often don’t understand the concept of money and therefore advertising to children can be seen as unethical. A concept known as “pester power” is the ability of children to pressurise their parents into buying them certain products which they’ve seen in the media (Proctor and Richards, 2002, cited in Gunter, B et al, 2008). However, it is also argued that pester power is not the result of advertisements, but more a parent-child negotiation (Pilgrim and Lawrence 2001, cited in Gunter, B et al, 2008). It may harm parent child relationships as parents may feel obligated to buy the products which their children request to prevent causing conflict. This may put financial strain on the parent if they don’t have enough disposable income to spend on items which are not essential. Given the increasing amount of advertising, children are exposed to more products which a parent is unwilling to or unable to buy. However, another argument suggests that children who complain are simply badly brought up and undisciplined (Anonymous, 2019). It is not necessarily a result of inadequate parenting however, research has shown that by parents talking to their children about advertising it can help them become more critical consumers (Rasmussen, E, 2016).

Food advertising raises different concerns. It often promotes energy-dense, nutrition-poor foods and even short term exposure can result in children increasing their food consumption (Boyland, E and Whalen, R, 2015). The world health organisation has stated that the commercial promotion of energy‐dense, micronutrient‐poor food and beverages to children is a significant contributor to childhood obesity and chronic disease. As well as the physical health of children, it also increases the risk of suffering psychological ill health such as bullying which can lead to low self-esteem which may in turn lead to a poorer quality of life. Many of the eating habits a child develops at a young age will stick with them for the rest of their lives. The result of this affects everyone, the child may require additional medical support in the future which would increase medical care costs for everyone (Anonymous, 2019). A large portion of food items advertised is often junk food and are very visually appealing. These can influence the eating habits of the child and promote an unhealthy lifestyle.

On the other hand, not all food advertising has negative impacts. Advertising of healthy foods can encourage children to eat better and get active which can encourage a more balanced diet. Child obesity has become an increasing problem, and businesses are starting to adapt by trying to reduce this. Subway released a marketing campaign aimed at children with the slogan “Playtime, powered by veggies”. This ensured all items on the kids menu meet certain nutritional guidelines informed by federal standards, and they also agreed to spend £41 million over 3 years to promote healthy eating. (Elks, J 2014).

Advertising beauty products may also have an impact when being directed at children. Adverts today are more diverse, however most adverts present models as slim and present an idea of natural beauty including white teeth, shiny hair and glowing skin. Children may watch this and think that that is the definition of beauty when many of the models have been airbrushed or photoshopped to look how they are presented in the adverts. It may lead to the child having a negative body image.

However, positive effects have also been observed within the results of correlational studies on media use and body image. Adolescents who have greater exposure to, and interest in, sports media are more likely to participate in physical activities (DiLorenzo, TM, 1998 cited in Borzekowski, D and Bayer, A, 2005). This is an example of using advertising in a positive way as it encourages consumers to get fit and active which will improve their health. Adverts directed at certain products, for example, hygiene products, can encourage good habits in the child.

There are many negative impacts of advertising to children, however if the product is directed at children, for example, toys or games, it would make sense to advertise to children so they know what products are on the market and what products they would like. It would make it extremely difficult for businesses to sell their products if their intended consumer cannot see the adverts.

However, banning advertising completely to children is almost impossible. Advertising campaigns often include multiple channels including social media, websites, magazines, television and many more. It is unrealistic to police all advertising, especially which ones children can and can’t see. Unless it’s made illegal to advertise certain products, children are always going to be at risk from seeing them. Those products which are illegal for underage consumption, including tobacco, gambling and alcohol are restricted and the watershed on television also already restricts certain adverts being shown before a certain time, designed to limit exposure to children. As banning adverts completely is unrealistic, the control often rests with the media channel owner in determining the content and frequency of any advertising and particularly those which are targeted at children. Business owners have a duty to advertise responsibly and this can be enforced by official bodies including the Advertising Standards Authority (ASA) who have specific codes controlling advertising to children, such as marketers should not make a direct appeal to children.

Parents have different views and approaches, and they should be the ultimate arbiter of what is and what isn’t appropriate for their child. For example, should McDonalds advertising be banned because it is seen as unhealthy to some parents, but others believe it is ok to have occasionally. Mainstream advertising shouldn’t be banned but it’s up to the parents to bring their child up, and control influence them in a way they think is best, for example, what they eat.

A lot of products sell to children with little or no direct advertising anyway because they become part of a popular “craze” (Proctor and Richards, 2002, cited in Gunter, B et al, 2008). Children may tend to have lower self-esteem if they see themselves as being inferior for not owning certain products that are advertised, especially if their friends possess these items. Although this is a problem which may be seen as a result of advertising, the problem is enhanced by their peers owning certain products which is not directly due to the adverts.

In conclusion, I don’t believe advertising to children should be banned, but some restrictions are appropriate. Many negative impacts of advertising to children can be identified, some of which I have outlined however, I believe the ultimate responsibility should rest with parents to decide what their children can and can’t see and consume. Although it may be difficult to monitor everything a child may see online or in the media, I don’t think companies should be prohibited from advertising completely.

Advertisements can be termed as a form of the media message. It tends or aims to have a huge influence over its target audience in order to sell the various products and services of the business organization that is being promoted. In addition, Advertising can be termed as a hard and complicated business that aims to promote the main message of the business organizations. It usually takes a long period of time in order to make one good advertisement. In recent times, advertisements are available everywhere such as television, radio, public transport, billboards, and social media. However, while making the advisement, the advertisers and the advertising agencies had to keep in mind lots of things such as “Who are the target audience for the company? What type of advertising to be used?” Say, for example, if the target audience for a particular brand like a beauty cosmetic product is teenage girls, then the advertiser would go for celebrity endorsements as the product brand would probably want the young teenage girls to believe that by using that particular beauty product of that particular brand or company, they would look nicer and more beautiful. Another example that can be stated is the cologne or a male perfume advertisement whose main target audience is the male members of the community. The majority of the time in cologne or a perfume advertisement, sex appeal is being used with the help of pretty women. In those advertisements, it is generally portrayed that since the cologne smelled so nice and the pretty girl liked it so much, she is attracted to the man who had applied it. Hence, it could be stated that advertisements are the true indicators of the brand image for all of its target audiences (Hackley, Chris, and Rungpaka, 2014, p: 35-40).

Audi AG is a German automobile manufacturer that mainly designs, engineers, produces, and sells luxury vehicles. Audi AG is a member of the Volkswagen Group and has its headquarters at Ingolstadt, Bavaria, Germany. Audi has a huge market all around the world. Audi is has branded itself to be a luxury car. With the advancement of technology, the Audi Company offers a wide range of beautiful cars with exceptional power. Audi craters to a wide range of premium cars such as sedan, SUV, and sports with A8 being the benchmark for technology and design. Through it, advertisement, especially print advertisements, Audi has an appeal to niche high-class society people who are living in a posh area. Audi advertisements are primarily available with a rich glossy black color Audi car in the background, which indicates the class and elegance. Since the main target audiences for the Audi cars are rich wealthy people, the prices of the car are generally not mentioned in the advertisement. This suggests that those people who like the car and want to buy it would not care about the high price. Through the advertisement, the Audi Company portrays a rich elegant high-class lifestyle. People may aspire or wish to have that same lifestyle as shown in the advertisement, and by having that one Audi car, the audiences could feel the same satisfaction and a sense of accomplishment (Myers, Jun Rong, and Sela Sar, 2013, p: 168-181).

In addition, it can also be said that the Audi advertisements also craters to the male members of the patriarchal society with a sex and niche appeal. It is a common belief in the male dominant society that it is the male member, who runs the house. They are the sole bread earner of the family. Hence, it can be said that Advertisements are the true representation of the brand image (Zotos, Yorgos, and Eirini, 2014, p: 35-58).

However, it could also be stated that in modern time’s women have also become quite independent and strong. They have the stability and ability to earn their own livelihood. As a result, in recent times, women should also be considered as the target audience. They are financially strong and independent to be able to buy the premium Audi car. They are well capable to buy a high-cost product on the self-merit. In addition, the Audi Company has also started targeting another group of audiences who may not belong to the niche high-class influential society. This can be seen in the “Escapade” advertisement of the Audi, which shows the latest escapade technology of the premium car. It should also be stated that in recent time people who may not be rich but has a fetish for the cars might also buy the premium car after doing a huge amount of savings. In spite of the above-mentioned advertisements of the Audi, their cars still have a class and a style appeal.

The next advertisement analyzed is of the famous fast food restaurant chain, Mac Donald’s. The main target audiences of Mac Donald’s advertisements are small kids and young adults. They are the ones who mostly love having fried food like burgers and French fries. As a result, their advertisements have an emotional appeal to them. The various advertisements of the Mac Donald’s, especially the print advertisements, have fun and cheeky quotient to it. They take into account the various festivals and religious occasions keeping in mind their patent logo and the distinct yellow and red color in order to attract the small kids and young adults, which may include both males and females (Kim and Jay Yu, 2013, p: 133-138)

Since the main target audiences for the Mac Donald’s advertisements are the small kids and young adults who do not have a huge income, the price ranges for all the different products of Mac Donald’s are nominal and marginal. This could be well understood by all the various advertisements of the Mac Donald’s, which has a homely, humble, and family appeal (Hoang, 2013, p: 20-25)

Through its various advertisements, Mac Donald’s promotes togetherness, happiness, and celebrations within friends or family. Hence, it could be stated that Advertisements are the true representation of the brand image.

However, it should also be stated that Mac Donald’s are also loved and consumed not only by the little kids and young adults but also by many senior citizens all around the world who love having fried food. They are also consumed by rich people on their cheat days.

In spite of the above-mentioned fact, Mac Donald’s advertisement promotes togetherness and happiness with a fun and cheeky appeal which mainly attracts the little kids and young adults and represents the brand`s unique selling proposition.

Seducing women in the 90s is a current struggle for all men. “How to attract women without even trying!” is an article written by an unknown author and later published in FHM magazine, in November 1994 with the aim to persuade all male readers to buy this book. There are many ways to seduce a woman without seeming as if the man is trying too hard. The use of visual and written features contribute to the persuasion of all single men. This book is guaranteeing to help them seduce any woman they like just by talking and acting in a certain way.

When first looking at the article, the eye instantly goes to the center image due to the contrast in color as the picture is surrounded by a black background and the article around it is light. Once a person begins to analyze what is going on in the image, they can immediately tell what the article will talk about as there is a woman all over a man. The use of text right above the image causes the eye to drift to it next. “Passive Man’s Guide to Seduction” creates an even better idea of the context of the page as now the reader knows it is about the men instead of both men and women. The bottom two pictures in the article show two females, clearly different ages, one of them has a text saying “how to pick up girls” and the other says “how to pick up women”. One of them is smiling and posing, possibly indicating that she is not fully mature whereas the other woman is just staring into the camera with no emotion on her face, showing that she is mature and will possibly need more effort to get her to like the person.

The text presented by the author is somewhat backing up the images as if the images are the title and the text is the body. The article starts off with a strong and persuasive sentence; “Here, at last, is a seduction strategy for the 90s”. This sentence is an informal sentence however, it makes it seem like there is no other article in the world that teaches men the power of seduction. The use of the words “here, at last,” gives an indirect idea to the reader that this article is very accurate and will indeed help all men. Next, the author states a negative fact about women, making the reader agree with them which improves the chances of actually buying this article. After that, the article gives some pointers about how to talk to women and what mistakes most men do, however, once those few pointers end, the reader would be comparing his actions to ones talking about which creates somewhat of a cliffhanger for them, giving them no choice but to buy it. When it comes to the visual features, many small details are put into use that contributes massively to the purpose aimed for. the title “How to attract women without even trying” is in a different font and size compared to the rest of the article as well as it is in bold to bring attention to it. Another purpose would be to have it easily read when skimming through a magazine or walking past a flyer. Finally, many sale details are mentioned, for example; pricing and sales discounts. The discount however was put in bold to attract attention to it.

Many stylistic devices were presented in this article, however, there is a pervasive one; rhetorical question. Using a rhetorical question is one of the most common techniques used when advertising due to the fact that it makes the reader think rather than just read. In “How to attract women without even trying”, many can be identified such as “Sound too good to be true”, “do you get tongue-tied around attractive women?”, “so what should a guy do about it?” and many more. The constant repetition of the pronoun ‘you’ is very easily identified. An example would be in the third paragraph, where it begins with the statement ‘You see, the woman of the 90s…’ The way this sentence is structured with the use of interjection of ‘you see’ with the comma at the beginning (right after see) creates a conversational tone. The coupons presented at the bottom could be said to be the most essential aspect of the advert. Without it, no money would have been earned by the creator. Though it is not aligned with the two, instead it is put out there which makes it clear and hard to miss.

The main purpose is achieved through the text itself as well as the layout presented. The different aspects of the advert and its text create a strong connection throughout and convincing the reader to buy the product. The “underlying theme” in utilizing men’s insecurities was, in the end, a very good technique in persuasion.

Have you ever had a theme song stuck in your head from a commercial or advertisement of some sort? This is how companies and food industries convince you to buy their products. Commercialization persuades the audience of targeted civilians watching it to purchase the food/product being advertised. We can agree that American diets need to improve significantly. The best way to improve American diets is not to reduce the amount of commercialization, but to improve the food products being advertised.

Junk food advertisement increases the number of customers just like any other commercial. Junk food has significantly unhealthy items on their menu along with giant proportion sizes. The commercialization of junk food contributes to these unhealthy foods in hurting American diets. “To be sure, many of Big Food’s most popular products are loaded with appalling amounts of fat and sugar and other problem carbs (as well as salt), and the plentitude of these ingredients, exasperated by large proportion sizes, has clearly helped foment the obesity crisis” (Baur, Holly, ‘Food Matters’). The increasingly large amount of fattening ingredients in junk food products is in fact worsening American diets. So, the commercialization of these products is increasing the number of consumers. Therefore, reducing the commercialization will reduce the persuasion of viewers and contribute to helping American diets.

This would be a successful theory if consumers and sellers were willing to let it go. However, junk food is very addictive to many civilians and also a very successful industry. Just like marijuana and other addictive products, to substantially decrease the junk food industries sales is not a practical goal. “The government never managed to keep the tobacco companies from selling cigarettes, and banning booze (the third-most-deadly consumable killer after cigarettes and food) didn’t turn out so well” (Baur, Holly, ‘Food Matters’). This shows the difficulty of banning or reducing production of addictive products including junk food. If eliminating commercialization of junk food products were a reachable goal, this would most definitely improve American diets, but food addictions prevent that from happening. Which means we should look for an alternate solution to helping American diets.

Instead of reducing the commercialization of junk food, why not focus our attention on improving the nutrition within the products. If junk food industries could find a way to make their products healthier, then a large percentage of Americans would be eating healthier food. “In fact, McDonalds has quietly been making healthy changes for years” (Baur, Holly, ‘Food Matters’). This shows that junk food industries are willing to corporate but, want to do it secretively. Why don’t junk food industries not want to blurt out that they are improving their foods, Isn’t that a good thing? Well, according to Charles Spence “‘People expect something to taste worse if they believe it’s healthy’” (Baur, Holly, ‘Food Matters’). This is why junk food industries have kept it discreet throughout the years. In order to protect their business and keep the high rate of consumers, the junk food industries make minor changes that go unnoticed throughout the society. However, this shows that they are willing to participate in contributing to the process of improving American diets. Small changes in the nutrition of junk food will slowly but surely make a large difference in future of American diets.

Another step to take instead of reducing commercials is to use the amount of consumers of the junk food industry to our advantage. The unique position that junk food companies have allow them to make large-scale changes. The author Freedman states, “According to a recent study, Americans get 11 percent of their calories, on average, from fast food – a number that’s almost certainly much higher among the less affluent overweight” (Baur, Holly, ‘Food Matters’). As expressed, junk food industries have a very high quantity of consumers, which means they have the capability to increasingly improve American diets and possibly even globally make a difference. By commercializing the products and sustaining a large amount of customers, it makes it possible for minor changes in the foods to make a big change. The grasp that junk food has on civilians is so large that with the support of the industry, we may even be able to end the obesity epidemic.

The equally important contributing factor to improving American diets is to keep commercialization around and put to use the power that it holds over its audience. The persuasion tactics and attention-grabbing methods make commercialization a very strong mechanism. If this materialistic method is used correctly, then it could help consumers to eat healthier. The author Khullar states, “Each year, the food industry spends nearly 2 billion marketing its products to children, and evidence suggests that children exposed to junk food advertising express greater preference for these types of food” (Baur, Holly, ‘Food Matters’). This shows the capabilities of commercialization and the effect it can have on targeted groups. As a part of their strategy, they may alter the way they portray a commercial due to what audience they are trying to convince. If junk food were to be altered, the commercialization of them would help promote healthy eating. This means that commercials may actually help benefit American diets in the future instead of hurting them.

Ultimately, we know that Americans are suffering due to unhealthy foods. “Nearly three-quarters of Americans are overweight or obese…” (Baur, Holly, ‘Food Matters’). Advertisement does increase the amount of junk food consumers due to the persuasive techniques. But, due to the large amount of consumers junk food has, if we change the product then all those people will be consuming something healthier. Therefore, although advertisement increases sales of the product, it is the food production that is the problem. If we change the nutrition of junk food, we will significantly improve American diets and commercialization will be contributing significantly to the cause.

References

1. Baur, Holly. Food Matters. Edited by John Sullivan, Bedford/st Martins, 2018.
2. Freedman, David. ‘How Junk Food Can End Obesity’. Baur, pp 139-159.
3. Khullar, Dhruv. ‘Why Shame Won’t Stop Obesity’. Baur, pp 135-137.