A few weeks ago in class, we did an activity where we decoded advertisements from magazines, and found out how they were actually manipulative, targeting groups of people with the quality they specifically want. For example, an advertisement for Verizon played on teenagers's needs to be included, by showing a group of people enclosed in a circle all with verizon phones, while one is on the outside. Another phone advertisement appealed to people who have retired, wanting a more relaxed lifestyle. They chose to show this by having the phone opened to a recently called list, with "The Club" listed as a frecuent contact. This played on the percieved want of a lifestyle that will allow people to go to their country club often. However, these advertisements really seem to work, regardless if whether a phone can actually provide this or not.
I found a great example of this same concept, but instead of playing on a specific age group, the advertisement is specifically focused on those affected by the enconomic situation. Take a look at this Domino's pizza ad. First off, the ad uses David Brandon, the CEO of Domino's as the seller to add automatic ethos. The advertisement uses lines such as "I'm bailing out you hardworking people on main street", to give his target buyers the sense of security they want. What's interesting is how strange this seems, when you think about it. One pizza clearly won't help your financial situation any more than another kind, even if it does cost a little bit less, but when a CEO tells you it will you almost believe him. It's interesting to think about just how much advertisements affect the products we buy every day.
Subscribe to:
Post Comments (Atom)
4 comments:
Awesome post Lena! I think it is terrible that Dominoes is using people's unfortunate financial situations as a chance to advertise. I found it very ridiculous in the video when the CEO took the pizza out of the rich man's hand and gave it to a hardworking man. The ad is implying that Dominoes will not sell their pizza to rich people, and only let "hardworking men" buy it. This is completely untrue because businesses will be willing to sell their product to whoever wants to purchase it. It's amazing what absurd claims advertisers will make to get you to buy their product.
I agree that many current ads are manipulating people based on their financial situation. Many of the examples we looked at in class were not so obvious, however it seems that many of the TV ads are very clearly constructed to attract those most affected by the economy. This is a very useful tactic though, for it touches upon an audience who are most likely not spending much access cash right now, and telling them it's ok to spend for they're really getting a good deal on that dominos pizza compared to the high prices of the other take out pizza companies.
Ive been seeing these advertisements as well. I usually think 'their pizzas arent even very good. i still would choose vicinos over them' but this is a good point I havent thought of. I dont think it was a very good move for a pizza company to take advantage of the current economic situation and get a CEO to sell their pizzas for them. I would understand a different kind of business resorting to the same method, maybe Apple or a similar company. But if you placed this dominoes guy in a pizza store I would bet he wouldnt know where to start in making a pizza. What puzzles me even more is the fact that they are using a CEO at all. In a day when so few people trust CEOs and Wall Street businessmen, why would you want to associate your company with them. Especially pizza. When I think Pizza, i think deliverymen and deliciousness, I have never and would rather not think of Wall Street execs when I see pizza, especially these days when people tire so easily of talk about money and percentages etc.
I agree with the comments everyone has posted so far. Advertisements are beginning to do a lot more than just show their products. They have resulted to trickery and manipulation, but can you really blame them? The people of the United States are experiencing a severe economic downfall. Everyone is affected by it. It makes sense that Dominos for example, would result to lower standards to try and sell their pizza. They need people to buy because they need the money. We as consumers just have to be aware of their tactics. If we fall for the commercial and go out and buy pizza, even if we can't afford it, then can we really blame the seller?
Post a Comment