Ad for bread spread

By -

As we considered last class, advertising uses several subconscious appeals to get the consumer's attention  and convince him to buy the product / service presented. What would you say is playing here?

Comments

  1. AnonymousApr 4, 2017, 12:11:00 AM

    Ao longo da história da publicidade e do marketing a objectivação da mulher foi constante, mais recentemente temos vindo a observar uma mudança de paradigma e uma objetificação do homem.
    Pessoalmente, aquilo que acho mais interessante é as diferenças na maneira como tal acontece; a maneira como a pessoa objecto e o público alvo são representados por exemplo.
    Recentemente a marca do detergente Surf lançou uma campanha publicitária do mesmo género da publicada, mas apesar de a objetificação do homem ser óbvia há uma coisa que é gritante; enquanto que a mulher-objecto é objecto para servir, o homem-objecto ainda assim parece ser o objecto que é servido. Será que o é? Ou será que o papel socialmente concebido para o homem e para a mulher nos faz crer que assim seja?
    Segue em seguida o link de um dos vídeos da campanha da Surf:
    https://youtu.be/3WnCjtNmGtM

    ReplyDelete
  2. Diana V. AlmeidaApr 30, 2017, 1:50:00 PM

    Grata, Margarida, pelo seu comentário. Como vimos em aula, este anúncio em particular poderá também aludir ao universo de "Fifty Shades of Grey", o que sublinha o modo complexo como os universos semióticos das indústrias da cultura se alimentam entre si. No contexto patriarcal em que ainda vivemos, a reificação de género continua a ser bem mais evidente no caso das mulheres; no entanto, quando sucede o oposto, como nos dois exemplos apresentados, a lógica operativa é idêntica — ou seja, estamos no reino do mais do mesmo, sem qualquer alteração qualitativa digna de nota. O desafio será, pois, superar estas dicotomias recorrentes e criar novos modelos de relacionamento através da complementariedade singular, além de hierarquias.

    ReplyDelete
  3. Students CI_FLULMay 21, 2017, 7:36:00 PM

    This is obviously the case of appeal for sex/sexuality, based upon 15 emotional appeals analysed in class. Altough it is sometimes risky to go for the sex appeal in commercials, I think it works very well in this case for costumers because it indirectly shows some sexual acitivities but not reffering to it directly, because lady grabs a piece of bread in the end. And let's be honest, a lot of people want to see something sexy in ads today because those are the things that just atract them consciously and subconsciously. Sex is selling today and for advertisment agencies it is always profitable to put some sexual references in ads. Maybe not a jackpot to put sexual references in margarine ad but I think that margarine is still selling preety good.
    Mislav Bartoš

    ReplyDelete

Post a Comment

Popular posts from this blog

Katy Perry_'Bon Appétit'

By -
Image
Katy Perry's "Bon Appétit"  is a video comparing a woman to a meal, ready to be devoured, as indicated by not only the visual themes throughout the video, but also by the lyrics.  The video starts with some squirting noises as the name of the song is coated onto some batter, followed by a  neon “NSFW” (Not Safe for Work) which marks the start of a rather disturbing experience. Katy Perry appears covered in saran wrap, much like a steak, and is presented to the viewer with skin-colored, form-fitting lingerie. A group of knife-sharpening chefs surround her, cut her out, and push her into a vat of flour, like one would do to batter, before pounding it (which I think is the metaphor they were going for here).  The group of chefs then roll her out like dough, twisting her body in several disturbing ways. She’s put on a wooden board, seasoned and “dressed” with a plethora of vegetables, and thrown into a boiling pot of water. Her nails, and the rest of her body, ...
Read more

The Mad Men behind Pop Music

By -
Image
It is a given fact that music over the years has become a major industry. Some people also feel that music has been ruined due to being treated solely as a business, and that is backed by the number of people in the music business who don’t care about the music at all and are driven only by money.  That's the reason we have the mainstream pop genre. A pretty face (preferably young, in her/his 20s) is picked by a label to become one of the faces of that company. But what does music have to do with this? Not much… It is assumed that the “artists” picked have skill enough to perform what others will write for them… That’s right! Others will write for them! In fact, hardly any Pop artist writes her/his own music or gives ANY contribution for that matter.  For example, The Weeknd’s single “I can´t feel my face” (ranked nr. 1 on the Billboards), who also won the Grammy Awards,   Record of the Year   and   Best Pop Solo Performance, was co-written by FOUR different ...
Read more

Andy Warhol + Lady Gaga

By -
Image
   Artpop   album cover (2013), Lady Gaga (1986-)  Last Supper (Dove) ( 1986, MoMA), Andy Warhol (1928-1987)  Andy Warhol is considered by many to be the most influential artist in the last fifty years. He worked in great depth in many different media, pushing far beyond the preceding notion of modernist artistic authorship by linking product and creator conceptually. He became more than a person—he became a phenomenon. He capitalized on the media’s cult of personality as Art turned into Art Business, and successfully manipulated the mass media. Warhol was a corporate artist in a corporate world. Lady Gaga is a pop singer-songwriter, known by her s ucessful hits like "Just Dance", "Poker Face", "Bad Romance", "Born This Way", amongst others. In 2013 she released her fourth studio-album ARTPOP , which was inspired by Warhol's work. The main goal was to reverse his movement and put art in front of pop culture, especially in ...
Read more