Category: Advertisement

The commercial shows the aging of a daughter and a father from a young age in chronological order. In every scene, the daughter becomes a little older and takes an origami crane from her father that he made from an Extra gum wrapper. By the end of the ad the father finds all of the origami cranes his daughter kept that he had given her. The author of the ad used ethos, pathos, and logos to persuade viewers to buy the brand Extra Gum.

The establishment of ethos was used to maintain the credibility of the brand. With the aging of the young girl in each scene, there was also a change in location. Each location was similar to one another in that they were all family-friendly locations that any family would attend together. Also, in every scene as a child, the young girl always received the origami crane with great excitement. It wasn’t till the scene when she is a teenager that she basically ignores her father. That scene right there demonstrated how not all fathers have a perfect relationship with their children, just perfect moments.

The first example of pathos is the concept of time. Viewers of all ages had the opportunity to make a connection with the aging of the little girl. Such as some young girls watching the commercial can probably relate to spending time with their fathers. Also having the viewers see the young girl grow before their eyes makes them be familiar with the young girl allowing them to have some sort of connection with both of them. Pathos was also displayed with the style that the producer decided to use. The commercial consisted of scenes of the daughter without narration allowing the viewers to be alone in their thoughts and the rising feeling of nostalgia.

Once ethos and pathos capture the attention of the audience the producers then use logos at the very end of the ad with the message: “Sometimes the little things last the longest” and “Give Extra, get extra”. These two lines were the only quotes used throughout the entire ad to persuade the viewers to buy the gum. The first quote connects to the ad displaying the emotional appeal. While the second quote reinforces the first quote, by emphasizing that if you buy the gum, you will have special moments in your life.

The ad does a good job of selling its product by using ethos, pathos, and logos. This ad conveys a message without saying any words. It got the attention of consumers by displaying the idea that life is too short and you have to savor every moment you have with one another. This is an idea that any viewer can relate to making the ad very personal to them making them reflect their values.

Abstract

This research aims to analyze multimodal in Apple smartphones billboards advertisements. The multimodal theory by Kress and van Leeuwen and generic structure analysis theory by Cheong were applied to analyze this research. The method used in this research was a descriptive research method. The data in this research were images uploaded by photographers of Apple’s smartphone billboards advertisements. The source data of this research was obtained from Google.com. The finding of this research obtained that the semiotic systems in Apple’s smartphone billboards advertisements are in harmony and complete each other. The analysis also shows that there are five generic structures found in this advertisement video; lead, display, announcement, emblem, call and visit. In the intervening time, the other structures (tag and enhancer) are not found in this advertisement.

Introduction

Nowadays, smartphones’ companies tend to use visual aids more than texts in their advertisements. The use of visual aids attracts the attention of the consumers in the targeted society. The means of advertising developed over the decades. People used to read advertisements in newspapers and magazines. Now with the technology evolution we witnessed, we see the advertisements on TVs, our smartphones, tablets, computers, and billboards. The advertising companies try to do their best to convey meaning through the ads they make. Companies spend more money on advertising than they do on manufacturing their products. The competition never stops when it comes to smartphones’ companies. This study will focus on studying the advertisements of Apple’s billboards because of the reach; which refers to the total number of different people or households exposed, at least once, to a medium during a given period. Advertisements can be studied from different linguistics perspectives. They can be analyzed from sociolinguistics, pragmatics, morphology, and discourse analysis perspectives. In this research, the advertisements had been analyzed from discourse analysis perspective by using multimodal approach which is related to verbal and visual elements in advertisements. Also, the research focuses on multimodal systems based on Cheong’s generic structure analysis and Kress and Leeuwen’s multimodal theory. This study used the semiotic approaches as a tool to justify how visual advertisements that contain semiotic systems are studied. It is assumed that the use of semiotic systems in smartphones’ advertisements is an easy way to have the consumer making a purchase of a product.

Literature Review

Advertising and Smartphones’ advertisements

According to Caton (2013), advertising is a way of grabbing the consumer’s attention to make a purchase of a certain product. Similarly, Afroz (2013), demonstrated in his article that through advertising, the consumer is informed about available products or services and about the ways in which they may meet his/her needs. Moreover, Russel (2013) in Commercial Advertising, explained that advertising as a definite business may be more conveniently said to have been born when merchants and manufacturers first began to employ someone else to promote their sales. Advertisements are composed of several elements that play a role in creating an interaction between the consumer and the advertised product according to Caton (2013). Overtime, advertisements developed and started taking new forms. Billboards, magazines, and newspapers were the first generation of advertisements. With the evolution of technology, Radio and TV advertisements became prevalent methods of advertising. Recently, the internet has emerged as a new type of media advertising according to Park, Shenoy, and Salvendy (2008). Mobile advertising is defined by The Mobile Marketing Associations as “a form of advertising that transmits advertisement messages to users through mobile phones or other wireless communication devices” Chen and Hsieh (2012). Smartphones are different from standard mobile phones in terms of the operating system, they have been attracting a substantial number of users and have become an apparent necessity in people’s lives. People use smartphones for social networking purposes, for features and functions they offer like reading e-books, answering e-mails, sending messages, and playing games. Smartphone advertisements play an increasing role in the decision-making process in supporting consumer purchases (Kim & Han, 2014). Advertisements on smartphones have become more urbane, adapting to device screens that are not appropriate for showing traditional online advertising. However, little is known about the meaning behind the semiotic tools used in the smartphones’ billboards advertisements.

Multimodality

Recently, there are several studies that have been done on multimodal. Starting with the definition, multimodal discourse analysis considers how texts draw on modes of communication such as images, film, video, and sound in combination with words to make meaning. When it comes to multimodal texts, the meanings of these texts can be realized visually in how the images convey aspects of the real world Paltridge (2012). Multimodality mainly focuses on the study of the interrelationships between various communicative modes, no matter whether they are visual or auditory, words or image according to Liu (2013). It’s believed that images can serve as language since they are organized in the same way that language is. It’s also believed that language is based on convention and is, therefore, less polysemous than images according to Ventola, Charles, and Kaltenbacher (2004). Moreover, they studied the relationships between language and images in printed media and demonstrated how language and images can be distinguished from one another looking at their semiotic structure, their semantic characteristics and the cognitive operations they typically entail. Also, they shed light on the relationship between language and visuals. Rosa (2014) analyzed Sunsilk Nutrient Sampo Ginseng advertisement by using semiotic approach which focuses on multimodal system proposed by Cheong (2004). In the same way, Muslimah (2015) analyzed Baby Skin of Maybelline New York advertisement by using semiotic approach which focuses on verbal and visual elements in advertisement by using Cheong and Royce’s theory. The author concluded that visual images and verbal texts in the advertisements interact each other to make meaning and that the aim of cooperation between them is to deliver the message of the advertisements to the customers. Similarly, Savitri and Rosa (2019) analyzed multimodal in Samsung Galaxy S9 audiovisual advertisement based on the systemic functional linguistics theory by Halliday (2004), multimodal theory by Kress and van Leeuwen (2006) and generic structure analysis theory by Cheong (2004). In their findings, Savitri and Rosa concluded that every semiotic system; linguistic, visual, gesture, audio and location in the ads they studied have the same potential in conveying meaning. Nowadays, the means of adverting developed where we started to read articles on the innovative ways of advertising and how they can be analyzed through the decoding of the message behind the semiotic elements used in these ads. For instance, Savitri and Rosa (2019) discussed the meanings in the Samsung Galaxy S9 promotion video that was presented in one of Samsung’s conferences. Meanwhile, this research will analyze the semiotic systems found in advertisement by using Kress and van Leeuwen’s multimodal theory and Cheong’s generic structure.

Semiotics in Advertisements

According to Bignell (2002), ‘Semiotics’ (or semiology) is one of the most powerful and influential ways of thinking about media. Semiotics or semiology is derived from the ancient Greek word ‘semeion’, which means ‘sign’. Semiotics is a way of analyzing meanings by examining the signs such as words, font, framing, etc. which convey meaning. In advertising, semiotics serve as signs and symbols that are associated with displays, themes, symbols, colors, images, verbal announcements, sign language. These symbolic terms connect the customers to their products. It is important to understand how consumers interpret the information quoted in an advertisement. Scholars have done researches on the effect of semiotics on consumers. For instance, Paltridge (2012) believes that there is a social relationship between the image and the viewer. He suggested that for example, a horizontal image suggests involvement as the viewer is on the same level as the subject of the image and a high angle shot might suggest superiority and a low angle shot may suggest respect. Moreover, Parsa (2014) studied visual semiotics in order to interpret still images by using semiotic approaches. Kress and van Leeuween (2006) introduced visual code or grammar of visual design. They believe that verbal structures and visual structures can be used to express meanings drawn from common cultural sources. Also, they assume that image, color, music, typography and other visual modes are similar to language and they can at the same time accomplish and comprehend the three broad communicative metafunctions as language does. In their view, image and other visual modes can represent objects and their relations outside the representational system. There are many ideational choices available for visual sign-making in visual communication. They stated that “image and other visual modes have the capacity to form texts, complexes of signs which internally cohere with each other and externally with the context in and for which they were produced”. Besides, image and other visual modes can represent a particular social relation between the producer, the viewer and the item represented. Meanwhile, the researcher will study semiotics in the smartphones’ billboards advertisements based on the multimodal theories provided by Kress and van Leeuwen, and Cheong to interpret the meanings of these semiotics.

Research Method

This research used descriptive method because the researcher analyzed the data descriptively. The result was in a form of explanation. The multimodal analysis in this research was described by using semiotic approach in Apple’s billboards advertisements. The data in this study were images of Apple’s billboards advertisements uploaded by photographers and found on Google.com. In getting the data, the researcher downloaded pictures of Apple’s billboards advertisements consisting of image, written text and logo brands. After that, the researcher identified and transcribed the information on texts and visuals found in the billboards’ advertisements. These advertisements were analyzed based on the multimodal theory by Kress and Leeuwen (2001), systemic functional linguistic theory by Halliday Matthiessen (2004), and generic structure theory by Cheong (2004).

Conclusion and Suggestions

It can be concluded that the semiotic systems; visual, gesture, and location based on the results of the analysis in Apple’s billboards advertisements have the same potential in conveying meaning. The researcher’s analysis shows that the discussed semiotic systems found in the advertisements are in harmony and complete each other. Moreover, it shows that the discussed semiotic systems put emphasis on the characteristics of the products and the brand to make them unique to the audience. Furthermore, five generic structures could be found in the billboards’ advertisements; lead, display, announcement, emblem, call and visit. Based on the analysis, it concluded that the goals of the billboards’ advertisements are to attract the consumer’s attention and interest to make a purchase of the advertised product. This study analyzed multimodal analysis in Apple billboards’ advertisements in order to see how semiotic systems convey meaning. In this study, the researcher collected 9 Apple billboards’ advertisements. The researcher then analyzed the meaning of the billboard’s advertisements through multimodal analysis and metafunctions. Thus, the researcher suggested the future researcher will examine another sample of different advertisements and to use mixed method to measure the consumer’s behavior toward making a purchase of a product based on his perception of the semiotic tools in the billboard’s advertisements. The result of this study is still in general analysis. it is suggested to the future researcher to use this study as a reference to develop a different multimodal analysis study.

In this essay, I am going to do a semantic analysis of the Coca-Cola advertisement. In this ad, Coca-Cola introduces a new flavor of the drink called ‘Coca-Cola Zero Calorie Cherry’. A woman holding a bottle of Coca-Cola and there is clearly written ‘Coca-Cola Cherry with Zero Sugar’ in the ad in white color.

Connotation

‘Coca-Cola Cherry with Zero Sugar’ is presented at the top left of the appendix with a simple white font – easy to read and directly emphasizes the advertised product.

Bottle

The label on the bottle reinforces the information provided by the text at the top left, with the subtle difference that ‘zero calories’ are added. Coca-Cola branding is a popular house style in companies.

Logo

At the bottom right of the photo, is the famous Coca-Cola brand, which re-emphasizes the importance of branding in this brand.

‘Taste the Feeling’

Below is a photo of the Coca-Cola brand showing that this message is important to the product, really ‘taste’ the popular advertising slogan used by Coca-Cola that effectively enhances the level of trust in what is shown in the ad.

The Woman

Across the bottle, a picture of a smiling woman looks like someone giving us a Cherry Coke. Although we can clearly see a woman a few clues elevate her appearance and the relationship between her and the man who received the bottle. First of all, her smile is wide and real, she is obviously happy with the natural instincts that make her a person who can be fun to spend time with, she also enjoys praising and sharing a Cherry Coke herself. The suggested story is that this is a product she enjoys and is glad she was accepted by an unknown recipient. Other clues are long hair that looks good – she is a person who cares about her appearance. Her arm is bare and she looks like she is wearing a vest top, which shows confidence in her body and her appearance, but does not mean that she is attractive. There is a view of youth without age specificity, which allows the viewer to apply his or her thoughts on the possible age of the woman. Her nails look good with a bottle, neatly trimmed and painted red. This reinforces the ideas already made: the image is of a woman, who cares about her appearance and is probably very attractive, and she has some kind of relationship with the recipient of the bottle – very good, maybe romantic, she is romantic, happy, confident. The red cherry on the nails also echoes the taste of Cherry Coke, the color of which cannot be separated from the usual Coca-Cola. So that’s the motive of their first cherry-flavored fizzy drink.

Forearm

The forearm can only be assumed to be masculine; the shallow depth does not allow for a clear visual indication of this, although the size of the hand is a factor associated with a slight darkening of the arm which can be the result of the hand. Conditions to lighten or show black arm hair. Nails are the point of difference because they are not painted compared to a woman’s hand, a loose belt wedding ring can be made on the left – this style of ring can be worn by a man and emphasizes the idea that we look at communication between spouses. The hand reigns in the lower left corner of the ad without overcoming the image, placed on the Coke bottle receiver in the viewing area and made to identify his point, making it a logical extension that we should enjoy Cherry Coke equally. The way is that trying a product will not only be fun but will also lead to a desirable life and the approval of our closest friends.

Framing

The placement of each language message helps us to direct the reader to the ad itself: the eye is drawn in the upper left corner and the words ‘Coca-Cola Cherry with Zero Sugar’ before labeling the bottle and ending with standard branding, bottom right with the corresponding slogan. This has the effect of moving away from something new (or at least unusual) Cherry Coke Zero to a safe familiarity with the Coca-Cola brand and motto. The result of this is to establish trust among consumers who may be familiar with Cherry Coke Zero but unfamiliar with and enjoy other Coca-Cola products.

Props

There are two sides to the ad. The image in the ad shows a hand from the bottom right to the Cherry Coke bottle in the center. The viewer is placed in the viewing area of the owner of this hand, it is immediately suggested that access to the bottle ourselves may be something we would like to do. The Coke bottle itself and the hand we hold are the only part of the image that is effective in directing our attention to the product being sold. This result reflects the common values portrayed in photographs and films and the style commonly used in glossy magazines that reflect a life-long lifestyle. This works at the level of cultural perspective and humbly suggests that eating this product is desirable and important.

Message

The sex ideas played here are subtle but important – Cherry Coke as a product may be more appealing to women than men, especially the zero-calorie difference, as it is assumed that women are more aware of the health and weight loss benefits of food products. In this way, they support feminism. Apart from this, the ad can reverse the common propaganda that this product of women, suggesting that all men need to do it to enjoy it, to put aside baseless prejudices and cunning and give the opportunity – they will not just be pleasantly surprised. But they will also have additional lifestyle and relationship benefits suggested within the message with the ad code. Aside from this subtle distortion, the extreme ad view is traditional and reflects the home environment among a heterosexual couple who suggest that Cherry Coke is not something to blame but a product to be enjoyed by ‘ordinary’ people.

Focus and Reality

This ad is mainly focused on people who are health conscious. Because there is clearly mentioned that the bottle is sugar-free and also has a good flavor. As beverages are not good for health so they make it clear that this will not harm the health and they targeted those people who are health conscious but wanted to drink Coca-Cola, but due to sugar quantity they are unable to do it. So, the writings in the image are directly linked with the image because they make a sugar-free drink and that’s what they wanted to show to the people that the drink is containing no more sugar and the flavor is also good as the cherry is a very tasty fruit, so they make their product more attractive with the flavor.

Conclusion

This was my analysis of the Coca-Cola Zero Calorie Cherry advertisement. Even though it’s not that low in calories, it tastes good and isn’t too spicy or too sweet. The caffeine level is also not as high as regular soda. I think this is a very good drink and I recommend it to anyone who wants something refreshing.

In 12 May 2017, McDonald’s posted an advertisement to their social media and UK TV, but this video advertisement did not get good feedback. And it caused a lot of discussions and arguments about McDonald’s.

In this video, a boy was talking with his mother about his dead father and imagining what they had in common with the boy’s dead father. Then, they walked into a fast-food restaurant which looks like it is McDonald’s, and they ordered some food which includes a fish filet burger to share with each other. When the boy began to eat the burger, the mother said this kind of burger is also the favorite food in the dead father’s choice list.

In this video, McDonald’s tried to use a touching story to cause another people’s sympathy, and then they hope this could enhance customer satisfaction with them. Because you can see that this is a single mother who has lost her husband, and her son, the boy in this video, also loves and misses his father. They talked to each other and try to think all things which is related to the dead father. When they walked into McDonald’s and ordered the food, now the main part of this ad appears, although it was built on a sad story. McDonald’s tried to use that the dead father loves their food to make other people to accept that their food is valued and delicious. Because the mother and son try to use this to memorize the dead father, this idea would be put into everyone’s mind, and then everyone might could use the similar ways to do the same thing for their relations. But this is just what McDonald’s think, and the reality sometimes is not like what they hope.

In McDonald’s video, they use a story which is about a mother and a son try to memorize the dead father by talking about a lot of the dead father’s all favorites. The main view the ad maker wants to use is that we often try to memorize those relations who have died, and this is very common and formal thing in everyone’s mind. Everyone would do that, we memorize them because they are important in our life. McDonald’s was taking advantage of this very common view and put it to be the video’s main topic. But why do not they use an example of friend, colleagues or neighbors? Why do they use ‘father’ as an example but not use grandparents, aunt or uncle? Because father or mother have the closest relationship with us, except our own kids. If you use others as the protagonist, it would not have the same effect as using father, even it would reduce the effect of the topic. So ‘father’ in this case would be the best choice, which get more attentions from the reader group. So, from here, we can see that McDonald’s has designed this ad with a very deep thinking.

As we know, social media marketing is the company use social media platform to run marketing activities. In this case, McDonald’s use a video story advertisement to strength their relationship with their customers into a positive direction, and they hope to use this video ad to continue recommending their brand more to all customers. In the case, McDonald’s post a very touching ad video to the social media, and they tried to use this as a new marketing planning for welcoming more customers. This is a good idea for posting a video ad to the social media, because every social media both have a lot of users, and the company could use this platform to develop more customers. But it should be mentioned that social media is different from the used and traditional marketing channels. In social media, there are more than millions of updates would be posted from different user in a second. So, it decides that the post you made must be attracting customers’ eyes, and it could be easier to be found in a huge number of updates. As a successful leading brand in fast-food industries, McDonald’s also need to follow the trend to use this information exchange platform to promote their brand. This is a right way, and it is also what most big and famous companies are doing. McDonald’s also did this in this case. However, they were also remembered by its readers because of its details of the video, and these effects this video ad had made was opposite to what a good social media marketing defines.

After many people have watched this video, a huge number criticizes were posted back to McDonald’s. A lot of people who have watched this video or have known the details of this video from others mentioned that this video’s story they think is a kind of invisible damage for those children who have lost their parents or just one of them. Then, after many common people have given their views, some professional people in business and sociology also joined the group who oppose this video’s ideas, and they complained that this action of McDonald’s is an irresponsible view for their customers and the common society. Even these professional people also criticized those social media and TV who have posted or planned to post this video in their platforms, and they thought these platforms also have duties to avoid this kind of controversial video would be posted by their platform. After receiving a lot of criticizing pressures from everywhere, the spokeswoman of McDonald’s said that they would be careful about all reviews and feedback, and they would go back to discuss them. After a few days, McDonald’s deleted the video and continue to remain silent for this issue.

Based on all above issues, I think this is a failed ad. It seems to me that at first they did not choose a good and right topic. I admit that a touching story could give everyone an attention. But I do not think any touching story could be made as an advertisement. Because this might arouse controversies in different people with different views. Although sometimes it might could be used in an advertisement, it might not fit in appearing in a business advertisement. If it is used in a business way, it might make your customer feel uncomfortable, because you cannot make sure this fit in their value. Secondly, I think they know social media has a huge number of audiences, and they could use this to put the advertisement to publicize themselves. But they ignore that those people have different needs, and they also have their own different views. If you put anything which is not good enough, it sometimes could not give you any benefits, even it would bring bad effects to you. Based on the bad ideas of the topic, it would be dangerous for a business to use social media. It would double the damage which caused by the bad topic, because the audience of social media is too broad, you cannot make sure your idea would be the common idea, so that ask everyone should be careful.

Based on all of the above, I can conclude that McDonald’s advertising video, despite the depth of its content, failed. This case is very instructive in that, when creating a media advertisement, one must not only be careful with the feelings it can potentially evoke in the audience.

Introduction

The use of music in advertising has become a common practice in the modern world. It adds an emotional appeal and helps create a connection between the brand and the target audience. However, the question arises: Should artists’ music be used in advertising? This essay will argue that while there are benefits to both artists and advertisers, the use of artists’ music in advertising can have negative implications for artistic integrity, authenticity, and the perception of the artist by their audience.

Artistic Integrity

Artists pour their creativity, time, and effort into creating music that reflects their unique style and vision. By allowing their music to be used in advertising, artists risk compromising their artistic integrity. When their songs become associated with commercial products, the original meaning and intention of the music may be overshadowed or distorted. This undermines the artist’s ability to express themselves freely and could lead to a loss of credibility among their fan base.

Authenticity

Authenticity is highly valued by music listeners. When an artist’s music is used in advertising, it can create a perception of selling out or commercialization. This perception may diminish the authenticity and credibility of the artist. Listeners may start to view the artist as someone driven by financial gain rather than a genuine passion for their craft. This can erode the connection between the artist and their audience, leading to a loss of trust and support.

Commercialization of Art

Using artists’ music in advertising contributes to the commercialization of art. Music is a form of artistic expression that holds intrinsic value beyond its commercial worth. When it is employed solely as a marketing tool, it reduces the art form to a commodity. This commodification undermines the essence of music as an art form and can lead to the dilution of its cultural and emotional impact.

Ethical Considerations

The use of artists’ music in advertising raises ethical concerns. Artists may not have full control over how their music is used or which products it is associated with. This lack of control can result in their music being linked to products or brands that go against their personal beliefs or values. Artists may unintentionally endorse products or messages that contradict their artistic expression, causing confusion and disillusionment among their audience.

Impact on Music Consumption

The overexposure of artists’ music in advertising can also impact the way music is consumed. Listeners may associate certain songs with specific brands, making it difficult to separate the music from the advertisement. This association can dilute the emotional impact of the music and hinder the ability to connect with it on a deeper level. Moreover, excessive use of artists’ music in advertising can lead to listener fatigue and an aversion to the artist’s work.

Conclusion

While the use of artists’ music in advertising can provide financial benefits for both artists and advertisers, it comes at a cost to artistic integrity, authenticity, and the perception of the artist. The commercialization of art and the potential compromise of the artist’s values should be carefully considered. Artists should have the autonomy to decide whether their music aligns with the message and values of a brand. Ultimately, preserving the integrity and authenticity of artists’ music is vital for maintaining the emotional connection between the artist and their audience, and for safeguarding the cultural significance of music as an art form.

For my written task I will be talking about the language and taboo and the inappropriate usage of language in advertisements and how those advertisements affect people in general. In my opinion I think that there are many advertisements that influences us either in a good way or in a bad way, I think that advertisements have a high power of influencing the society and sometimes it is good but other times it is bad. Young aged people usually get easily influenced by advertisements as they are not thinking deep enough or do things just out of curiosity. I think that having inappropriate taboo language makes this worse for our generation because not only teenagers get influenced by this, it’s the smaller children like the age of 5-10 year olds that get influenced so quickly because they are so curious about everything. Once they get influenced by these words they learn so quickly as they are young in age.

Inappropriate language has been used in many advertisements in America, for example this advertisement that I have shown. It has an inappropriate form of addressing a problem, the problem that it is addressing is a problem about feminism and gender inequality. As I have done my research about this topic of advertisements I have also came to a conclusion in which game advertisements have the most bad/ inappropriate language compared to other companies that have advertisements of their own.

There are also many fashion industries that have inappropriate language/ way of showing racism. In my opinion I think that this is not a good thing as fashion industries gain a lot of attention and many customers worldwide, so having these kinds of adverts affect a lot of people. They may get offended and that also may lead to the fashion industry having a decline in the customers and also the profit that the industry has/ business. There are of course many industries that have adverts that are problematic or they are inappropriate towards some areas of the audience that is viewing the advertisement or product.

As I have said, they obviously gain/ attract attention of medias, celebrities, people in general from all over the world and they make this problem a huge deal than it was or sometimes this is a good thing because there are problems that are undercover, that are not a big deal to the society but should be talked about in the society. One example is this dunkin donut advertisement where it is very racist, where the woman is covered in charcoal in which I think is a racist act towards the ‘black’ people.

Introduction

To understand or analyse the impacts of advertising, we must first understand what advertising essentially means for the society.The term advertising simply put can be defined or explained as a tool or means to inform and persuade the audience and/or customers of the product or service offered to meet and/or satisfy their needs.It is said with great power comes the fear of misuse, advertising is also one such power, that comes with both good and bad, thus the effects or impacts of advertising on the society are seen prevailing in both the forms positive as well as negative. It remains in most cases however largely subjective unless there’s an involvement of facts that were stated or claimed otherwise.You see, advertising believe it or not can be accepted as a form of art, for no other reason but that advertising applies the use of art to promote services and product.

To quote Plato, “Art is powerful, and therefore dangerous.” Any and every form of art, all of art moves people, powerfully.Poetry, theatre, music, paintings, dance all evoke and stir up extremely strong emotions.They remain as an aware of or an unaware of constant influence on the behaviours, lifestyle, ideologies and even the character and intellect of people.Thus it is a given that advertisements largely influences the mass audience or the preceptors.

Advertising has existed since the beginning of time, only in less developed forms, for example the mere use of simple methods of communication, some prevail today as well, like the hawkers or vendors biding against one anther louder each time narrating their own jingles with facts and schemes or in the form of bhopus or whistles or bells like that of an ice-cream truck or the dhaar wala.These methods of advertising or promotions are largely different from the traditional bookish advertising, but they did and in certain positions still do work to grab attention and promoting products and services.

Advertising being a medium oriented communication to or for the society, according to changes in the medium and technological advancements, it has updated itself. The growth of industrialisation and entrepreneurship has lead to a significant growth and need of advertising industry. Advertising as an industry is subjected to moderations and advancements depending on innovations and discovery.Simply put, it is an industry that is subjected to change from time to time according to the discovery of new mediums and platforms to reach and communicate to or with the end consumer or the mass audience.

Talking about the core purpose of this paper, how media affects or the impacts of advertising on the society. Like any other form of art, advertising is also subjected to the perception of the viewer that absorbs the data being presented to him. Generalising and talking about the effect of advertising on society arguments can be made on a number of factors, negatively as sometimes the claims made might be false in reality, they could be deceptive and misleading, possibility of being misinterpreted, other times as it helps boost monopoly or aids price rise, creating a false need of a product or service. Positively, as creators of change, creating awareness, encouraging healthy competition, generation of employment, enhancing creativity and out of the box thinking.

Indian Culture & Advertising

India is a culturally rich country and has always been deeply immersed and drenched in traditions and values.As geographically vast the country is, the diverse the people are. The people of the country follow different practises, have different faiths, eat different food, speak different languages however the temperament of the masses remains rooted, unique and most importantly similar throughout the nation.The core concepts or fundamentals of the Indian culture are honesty, modesty, adaptability, pride, innovativeness, light-heartedness and of course unity. Religious beliefs play an important role in culture, the core values of religions across the country are more or less similar.Thus the core values across the boundaries of the states are more or less at the core the same.

Advertising is a tool that is key to every business enterprise to succeed and establish themselves in the modern world.Advertising not only helps business tap or reach the existing markets but also helps expanding the market. Advertising plays a vital role in creating or evoking a sentimental attachment or stirring up an emotion towards the brand, product or service in the minds of the audience that makes the market or the consumers. India has one of the fastest growing advertising industries in the world. Television in India remains the most booming and ever-lasting platform or form of advertising for ads among the traditional means and forms of advertising. The rise of this Industry reflects the country’s rapid transformation.

Impacts of Advertising

Advertising is a power and with great power comes greater responsibility. The advertising industry today is aware of the influential strengths of their industry on the local masses. Advertising though a boon and oxygen to the lives of business plays a lot of tricks that may or may not have fruitful impacts on the society.

Research shows that modern advertising seems to be encouraging the concepts of spending more, saving less, borrowing more, and consuming larger or greater quantities of material goods.Promoting concepts of pilling debts and borrowed loans to buy or purchase material goods or utilize luxury services that may or may not be essentially of greater magnitude or need.

Values are also an aspect that has seen a deal of effects and impacts by advertising. Through dramas and stories relating to modern times with a slight change for better or for worse, that reflect the community or society at a certain decree, advertising promotes the ‘normalising culture.’ Now, this works two ways, normalising the right things are extremely important. Normalising the period and pads through ads that cast lead actors like Akshay Kumar, work for the betterment of the community.While on the other hand, an advertising campaign that promotes fairness or lighter skin tone being true confidence and attractive over dusky skin tones gives out wrong and incorrect moral message when we as a country have such rich diversity, having almost every type and shade of colour, have grown up united.

Advertising campaigns like Jaago grahak Jaago, and Do boond zindagi ke naam – the polio campaign have created lasting impacts for bringing about change and spreading awareness about matters of great magnitude and importance. Advertising not only spreads awareness but also is are supposed to be a reliable source of information.

Monetising the deeply rooted values of togetherness by depiction of sentimentally driven advertisements like the ICICI life insurance campaigns by emotionally targeting their consumers to evoke the feelings of need of security for the family as an imperative responsibility. Such campaigns monetise by emotionally targeting the soft family values that prevail across the society and arouse the consciousness of the consumer.

Portrayals of heavy stereotypes in the advertising industry tends to mould the society further more in those specific directions. For example the depiction of women restricted to or confined in the kitchen or the four walls of the house, root the wrong traditions of women being treated wrongly or even the portrayal of women in the J.K Cement advertisement, showing a women in a bikini, now what does a women in a bikini have to do with cement? A violation of dignity and respect is what I believe it to be, while some people might enjoy this.

Westernising and conflicts arising there after are common domino effects witnessed in the advertising industry. Certain ads that westernise the community to negatives extents such that they contradict to the existing values of the Indian traditional system create multiple backlashes and also influence the young naive minds to follow and adapt to western cultures entirely. While they also help curb the traditions that should have never existed in the first place and that is a positive difference.

The advertising industry has realised the potential and nature of the market, they know the thought process and psychology of their audience, to manipulate and hit the write emotion and points to hit, and after taping the market, how to appropriately follow them to deliver them such that it leaves a direct and lasting impact on the mass audience. Indians are governed by their emotions, even our practical and logical reasonings and states have an emotional influence.

Some survey helped me understand that advertisements also generate or arouse in the minds of the masses a superficial need of a product. Simply put, there was created a need, for a product that is not in reality a need perse. Such manipulation, often leads to people purchasing unnecessary goods and service just for the sake of it.

Some surveys also saw the participants making references to the jingles or slogans of the brand or product and service when asked why were they purchasing certain products.

Festivities are of extreme importance, generally, in our country.Every household may not be hosting an extravagant celebration but all in all every citizen has their spirits high as a whole.

Creating ad campaigns around topics and subjects of festivities, influences the mass audience. Such campaigns largely engage values, traditions and culture depicting values of togetherness, sharing and love.Campaigns like Cadnury’s kuch meetha hojaye, have had fruitful and positive impacts on the society and community.

The recent case of the tanishq advertisement, that portrayed a united front, and the beauty of a cross culture marriage, we saw the brand withdrawing the ad from all social media platforms due to the fear or already being the recipients of cruel backlash.When in reality, that advertisement was nothing but peaceful and beared a vital positive message that today’s society needs to hear. Despite the imperative and strikingly obvious reasons as to why the ad must be or ought to be aired back on all platforms, it is not, and that is because of a certain group of people. My point being advertisements have a power to influence the mass audience however, sometimes the mass audience impacts advertising.

Conclusion

Advertising holds great power. It is a form of art, and art is powerful, thus influential. The indian audience and consumer base is highly emotional and value centric, and thus comparatively easy to mold Advertising has diverse effects on the society and its values both negative and positive.

Advertising is a tool that is key to every business enterprise to succeed and establish themselves in the modern world.Modern advertising seems to be encouraging the concepts of spending more, saving less, borrowing more, and consuming larger or greater quantities of material goods.

The advertising industry has a large scope and are aware of their potential and nature of the market.Advertising campaigns like Jaago grahak Jaago, and Do boond zindagi ke naam – the polio campaign have created lasting impacts for bringing about change and spreading awareness about matters of great magnitude and importance.To conclude, I would like to state and acknowledge that my research has led me to conclude that advertising has a heavy influence of the mass audience in ways more that one. Advertising influences and leaves impacts larger than just promoting a product to satisfy the needs of the consumer.

Content shown plays a tricky role, since it is a form of art,it is largely subjective, more often than not you’ll find groups of people feel certain discomfort from a particular advertisement while the mass population feels comfortable and in fact, might even enjoy that particular campaign or set of advertisements. Advertisement is a need that has been a part and parcel of social life ever since the beginning of time and thus, it is a given that advertising influences and has a significant impact on the mass audience, some create an impact larger than the other, some for the better and some otherwise.Advertising is a industry with humongous and incomparable potential, like any and every form of media, advertising done right can do wonders.

Advertising and media have always been there, in commercials, tarpaulines, brochures and other means of advertisement. We cannot deny that these tools of promoting any products and services have always impact and effects to the audience. According to “Ryte Wiki dictionary” the advertising media is used for communicating a promotional message which include billboards, television, print media, newspapers, online banners, radio advertisement and any advertising meduim.

Because it is a platoform to promote a product and to catch the eye of a target market or buyer, advertisements in any medium aim to affect the perspective , decisions and self image of the their target customers. Now we will forcus on the self image , self worth and self esteem of the women and how it will be affected by the advertising media. Nowadays, the most popular or trending product that women are using are the beuty products included the slimming products and make ups. According to the wikipedia article with the the title of “ Effects of advertsising on teen body image”, explained that the way beauty is portrayed in the media tends to cause dissatisfaction and negative thoughts about oneself when those results are not achieved. T

hey show unrealistic images of a a woman with a sexy body and flawless skin that bombarding women and putting in their mind and considered all those images are the “ideal body and faces”that they need to target. These kind of advertisement are providing and sending message to all women that beauty is only base on how good , thin and sexy their body is. It is also stated in one article or study that was published on October 2010, with the title of “ How do beauty product ads affect consumer self esteem and purchasing?” that those advertisements affected how consumers thought abouth themselves. According to Debra Trampe, one of the journal author of “The Self-Activation Effect of Advertisements”, stated that after viewing an advertisemnet featuring an enhancing product consumers evaluated themselves less positively . So sad to say that , most of the beauty enhancing products always seems to make the target buyer or consumers feel that their attractiveness are diferrent from what they would ideally be.Because of those advertsements with enhancing images , consumers tend to compare themselves to the ideal images seen in the advertisements.

Advertisements never showed the standard beauty that all women should have, but they emphasize the new ideal body or image the woman should have to be called beautiful. For example , in advertisements the new ideal body of the woman should be thin and atypical of normal. According to the article from Healthy Place .com , the young woman between the ages of 18-34 has a 7% chance of being as slim as a cat walk model and a 1% chance of being as thin as a supermodel. However, 69% of girls in magazines influence their idea of the perfect body shape. Some researchers believe that advertisers purposely normaize unrealistically thin bodies, in order to create an unattainable desire that can drive product.

There is one article from “womenandadvertising” , shared that the brand DOVE conducted a research in which they questioned women about their thought on advertising. There was a total of 96% of women who said they felt models used in beauty ads were not realistics interpretation of women today. There were over 40% who said they felt less confident in their daily lives as a result of such unrealistic images. This study shows that advertisement can send a message of disappointments, less self worth, and not helping all women to be confident and show their beauty by their own. Changing the truth of being beautiful are ruined becase of many unrealistic images has beem presented from the advertisments.

In the article “Flattery wil get an Ad Nowhere” by Pamela Paul, explained that beauty products advertisement make women feel ugly. Because of what we say unrealistic beauty products images seen in the advertisements , women feel worse about themselves. This article stated that there is one study looked a how women responsded to an image of something depicted in an advertisement and as simple pictures with no advertising context. Advertisement is so pleasing to the eye of any consumers but it also make the consumers eyes change in terms of looking at their selves. Beauty is not all about how sexy you are or how flawless your skin is, beauty is always based on how you will look at yourself with confident and accept who you are.

Everyday we are all bomabarded with images from the advertisements, asking us or forcing us to buy their product. Even the products are so good to see in the televisions or in magazine, creating the unrealistic output or result they’ve given for the use of their product but when you use it already the effects or result after are different that what the advertisement is presenting. Because of the new perspective on how their body get more beautiful, advertisement pushing all women to have comparison with each other.Beleive it or not, the insecurity and jealousy that they put on the heart of all women are the result of comparing their selves to other woman. According to the article of Genevieve Morse entitled “Women and Advertising – Low Self- Esteem is Good for Profits”, stated that many corporation in the diet and beauty industry have no interest in changing their marketing or advertisement of their products but they should make women feel insecure to continue making profits. How selfish it is , right? They are using the insecurity of all women for them to earn money. Their main goal is to present their product in the market and earn but in humanity speaking they are lool like no respect in the humanity of the women. They earn money and have a lot of profit, while on the other hand women or consumers suffer into something. Before the basic needs of the people are food, house and clothes, but now wants are also their needs and becomes a commodity to be bought. Beauty products and slimming tea are not needed before but today, beauty products are become their basic needs.

REFERENCES

1. RYTE WIKI: ADVERTISING MEDIA Retrieved from: https://en.ryte.com/wiki/Advertising_Media#:~:text=Definition%5Bedit%5D,connection%20to%20the%20advertising%20medium.
2. Wiki pedia: Effects of advertising on teen body image Retrieved from: https://en.wikipedia.org/wiki/Effects_of_advertising_on_teen_body_image
3. Science Daily: How do beauty products ads affect consumer seld esteem and purchasing?(October 2010) Retrieved from: https://www.sciencedaily.com/releases/2010/10/101018163112.htm
4. Journal of Consumer Research 2011: The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self. Author: Debra Trampe, Diederick A. Stapel, Frans W. Siero Retrieved from: https://academic.oup.com/jcr/article/39/2/444/1799173
5. Healthyplace.com: Eating Disorders: Body image and Advertising Retrived from: https://www.healthyplace.com/eating-disorders/articles/eating-disorders-body-image-and-advertising
6. Womenandadvertising: How does advertising affect women’s self esteem? (June,2011) Retrieved from: https://womenandadvertising.wordpress.com/2011/06/10/how-does-advertising-affect-womens-self-esteem/
7. The NewYork Times: Flattery Will Get an Ad Nowhere (Dec, 2010), author: Pamela Paul Retrieved from: https://www.nytimes.com/2010/12/12/fashion/12Studied.html
8. Socialist Alternative: Women and Advertising – Low Sel-esteem is Good for profits.

The word ‘advertisements’ would not sound unfamiliar to us anymore. They have been a part of our daily life since the 18th century (Wikipedia). Now we could find them literally everywhere in various media mass such as on the billboard, television, social media, magazines and radio. Advertising is the most powerful way in today’s industry to introduce or promote companies’ products by using different techniques in order to attract their target audiences. One of the most involved techniques is related to language. The focus of this research is to evaluate the language that is used in advertisements directed to women and men. It appears that both advertisements have differences in their choice of words.

To begin with, they are using different slogans in order to make their products stand out more. Men’s products tend to use muscular catchy slogans that would make men who use or consume the products feel tougher and be more attractive to the opposite sex. Some of the slogans are ‘Love at first sniff’ used by a deodorant company, ‘The best a man can get’ in a razor advertisement, and ‘The breakfast of champions’ in a whole wheat flakes cereal box. While in women’s, the slogans would sound more empowering and classy. The slogans are ‘Because every color suits the glowing skin’, ‘Reveal the goddess in you’, and ‘Skin first. Makeup second. Smile always.’

In addition, we are going to look further to the part of speech used in advertisements which will be the nouns, gender nouns to be more precise. Gender nouns are divided into four groups, masculine, feminine, common, and neuter. According to a research done by a Kristianstad University English Department’s student towards 18 advertisements in male and females magazines. It is shown that more non-neutral nouns are being used in male advertisements compared to females’ with the percentage difference of 11.4%. While on the other hand, the female advertisements have bigger percentage in the usage of neutral nouns by 79.8% (Jie Yang et al., 2010). Neutral nouns that refer to non-living objects and not to any particular gender are much more used in females advertisements to give more detailed information about the products in terms of their ingredients and effects. However, in accordance to the result shown (Jie Yang et al., 2010), there are more neutral nouns associated with the products in male magazines than in females’. It is found that 3 different watch advertisements contain 16 neutral nouns wherein only 12 nouns found in females magazines. There is a potential factor which cause this to happen that the usage of the neutral nouns depend on the products. Watch advertisements would require more nouns to describe the products’ components.

Furthermore, the advertisers are more likely to assume the interests of their audiences and influence, therefore they tend to provide more detailed description in females’ products than males’. Nowadays it is not only found in the description but also the name of the products. Skin care products that are spreading for the past few years are mostly named after the ingredients contained. Giving the examples of a one Korean skincare brand called COSRX AHA/BHA Clarifying Treatment Toner, Good Genes All-in-One Lactic Acid Treatment by Sunday Riley, and Glycolic Acid 7% Toning Solution by The Ordinary. Females would want to know what is going into their skin and are more tempted to buy products which contain safe ingredients. Through this, females, despite of not being professionals, are being more educated with chemical ingredients and the side effects over the years. Hence it is not a rare thing anymore to hear a same-sex conversation between females talking about chemical products contained in their cosmetics or skin care products.

As we all know, advertisements help producers to raise the demand or consumers’ desire of their products by helping to raise people’s awareness of their product or even service. Many producers, including food producers, rely on advertisements to accelerate the growth of their company, specifically the company’s influence, reputation and spread in the market. Techniques used to advertise changed as time goes by. Some time ago, we used newspapers to advertise our products but now it is replaced by social media. Another example is the use of radio which is now substituted by television. Consequently, the language used also changed. This research will enrich our knowledge about language in advertisement as well as how the language used in today’s food advertisements are not the same as before-as in the late 19th century. In the end, we will notice that the language used in food advertisements nowadays is shorter and more effective than before.

Firstly, today’s food advertisements, particularly the ones that use television as their media, provide lesser verbal explanation of an advertisement’s message than in the late 19th century’s by using ellipsis. Ellipsis is the term used for the deletion or reduction of word(s) in a sentence. This makes a sentence more efficient and compact which allure readers to spare just a few seconds to read them. For example, in Heineken’s advertisement (today’s), the subject of the sentence is omitted which produce the sentence “Mates coming around?”. Unlike Heineken’s advertisement, “Nestle’s is made from milk of cows that are carefully inspected.” from Nestle’s advertisement (late 19th century’s) is a complete sentence. It is obvious that using ellipsis is the easiest way to reduce words usage in a sentence.

Moreover, advertisements nowadays tend to exaggerate their products to ensure the readers of the quality of their product. This is obviously simpler than before where food advertisements persuade people to buy their products by giving thorough explanations of how theirs are better than their competitors’. For instance, Cadbury‘s exaggeration; claiming itself as “The Nation’s Favorite”. This is done in order to convince the readers that their product is made with the best ingredients which allow them to deserve the title. Contrarily, Beverly-who put out their advertisement in the 1960s-explains their peanut butter’s benefit by saying “But Beverly goes further by restoring the 3 important vitamins naturally found in fresh peanuts: Thiamin, Riboflavin, Niacin – which are lost in the roasting”. With this, Beverly states that their product is better than any other because of the addition of vitamins in their peanut butter. If we compare both of them, it is obvious that the exaggeration used by food advertisements nowadays is an easy way to attract readers to be rest assured with the quality of the product which lead them to purchase their product.

Nonetheless, rhetorical question can be found in today’s food advertisements as the highlight of the advertisements which can also act as a hook to readers’ attention. Rhetorical question is a question that is asked without expecting answers. Meanwhile, food advertisements in the late 19th century frequently use imperative as the beginning of their advertisements. As an example, Snickers’ “Extra hungry?” which was the only sentence in the advertisement allured readers to look on the picture of their product. “Give your coffee a break” is an imperative sentence used by Kraft in their advertisement which was published in the 1970s. Noticeably, using a rhetorical question to begin an advertisement is an effective way to draw people’s attention to their advertisement which could also tempt the readers to buy the product advertised.