EOC Week 4: Role of Women in Contemporary Advertisements

EOC Week 4: Role of Women in Contemporary Advertisements (Positive and Negative)

I feel that in the advertisement for “Dove” Pro age is a great example of using the process STORY TELLING “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” Page 56, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley        

Since it was hard to find an advertisement that depicts women in a positive way, I did notice that “Dove Pro Age” was an “ORIGINAL: Being first in a category—whether it is a product, service, company, group, individual, issue, social cause, or charity—seems to imply that the brand is a unique entity from which imitations or alternative versions follow. Whether the product or service was actually the original or not, if it is perceived to be the first or the original, people view it as superior and perhaps more informed, even magical.” Page 60, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley    

Using the brand idea to give the presence of “ Emotional Benefits” (an intangible asset based on feelings, not on a functional characteristic of a product or service. It is a response that may derive from personal significance or reward and the desire to feel good. Emotional benefits are not based on a tangible characteristic of a product or service but rather on subjective experience) Page 52, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley    

I thought it was clever that the Vodka Company called EFFEN used “play-on-words in a sense.  The statement off to the side of a scene for the advertisement taking place in an airplane with a stet says: “There’s nothing more satisfying then Effen on a plane.” Which pretty much states that having a sexual encounter on an airplane is pretty exciting when drinking alcohol.  

Both advertisements in my opinion do not really do a female any justice.  Personally as a female I have notice after watching tons of advertisements, it can be extremely hard to be a women.  There are some many ads everywhere asking the questions: Want to look youthful? Want to look thinner? Why not try this way to get in shape or that way? It’s everywhere from paper, television, radio, and the Internet.  Women are a huge market and to pick at their flaws is just a genius marketing tool in my opinion weather right or wrong.