essay first submission

Simon Cherry

Advertising doesn't sell things all advertising does is change the way people think or feel

The Oxford English dictionary defines advertising as, 'the activity or profession of producing advertisements for commercial products or services,' however this definition leaves out the more sinister side of the business. Advertising's purpose is all about money and creating financial gain for companies of all sizes.

Supporting this investigation into the way advertisers can aim change the way that we think in order to make money, will be theorist John Berger. Berger in 1972 created ‘Ways of Seeing’, which was a television series broadcasted on BBC 2. The series was then adapted into a book as a transcript. Although broadcasted nearly 40 years ago, Bergers’ perspective is still very relevant. The seventh essay is especially applicable to this argument and will be investigated within this essay to support the way the media via advertisements are manipulating the minds of individuals. Judith Williamson who wrote, ‘Decoding Advertisements,’ in 1978 will also be looked at to support Berger’s argument.

In addition key figure in modern advertising Edward Bernays will be looked at and his revolutionary influence on the advertising industry as a whole. In particular the way he tapped into the smoking industry and glamorising cigarettes.

This essay is going to explore the different techniques that advertisers adopt to sell products/commodities to consumers. Under investigation will be the way advertisers exploit the consumer’s insecurities. Also this essay will look into how advertisers can also play to people’s egos and vanity. This essay will also explore how advertisers can also falsely aim to sell consumers a lifestyle that they market as a better way of living.  Fourthly considered in this essay will be how advertisers can use guilt as a weapon in advertisements.

The first way that advertisers manipulate is playing on individual’s insecurities. A perfect example of this can be seen in Figure 1. Figure 1 shows three famous sports personalities, Tiger Woods, Roger Federer and Thierry Henry (who, at the time of the advertisement’s release were at the top of their field or World No1’s) each holding a Gillette razor. Gillette’s tagline is The best a man can get, so that in itself would instantly make you feel less manly by not purchasing it because they imply that if you are not using their product then the one you have purchased is second rate. The consumer would then also begin to compare themselves to these men. The sport personalities are shown as, first of all, more successful than you. Advertisers try to imply that these men are, more attractive than you and have a more exciting, fast paced lifestyle by suggesting that they are the best in the world.

In short as a male consumer, advertisers show you everything that you’re not and feel inferior to these extremely successful men. It’s that old cliché of if you buy this product you will be equal to these men. However, if we look at the advertisement in a different light we could interpret the advert in a very different way. The reason why this particular Gillette advert is so clever is because it not only targets insecure men but also can play to self-assured men’s vanity. The consumers can look at themselves as an equal to these famous celebrities and seem themselves on par with level of looks and lifestyle.

Some male purchasers may feel that they can relate to these rich, powerful men and they are lead to think if it’s good enough for their equals, it’s good enough for them. Advertisers know that male sex compete with one another, similar to that of male species in the animal kingdom where they compete for food, territory and females. To buy the product is to almost secure your status and position at the top of your individual field. John Berger in 1972 wrote an essay in his book, Way of Seeing (1972) that investigates how envy is a powerful emotion. ‘Being envied is a solitary form of reassurance.’ (Berger 1972). What Berger is suggesting is that advertising is about the happiness and pride that comes from being envied.

Publicity proposes to each of us that we transform ourselves, or our lives, by buying something more. This more, it proposes, will make us in some way richer – even though we will be poorer by having spent our money. (Berger 1972). What Berger is suggesting here is that advertisers are convincing the consumer when they buy a product or commodity that their lifestyle will be wealthier and more comfortable. However as Berger states because what is being sold to us can be expensive, ironically after buying these commodities our finances would’ve been reduced.

 ‘A world where advertising encourages us to create our identities through consumer goods and relate to one another through the language of our possessions‘ Williamson (1978). Looking at both Williamson and Bergers’ argument we can see that they share the same idea. They both suggest that advertisements are based around an idea of glamour, a better more comfortable life. But that lifestyle comes at a price. There's no denying that we all want to be up to date with gadgets/phones etc. Williamson herself refers to this in "Decoding Advertisements” (1978): ‘Ads must always appear up to date, as new products must constantly appear to supersede old ones.’

She suggests that advertisers convince us that once a newer version of that product is released the older version is rendered automatically inferior. A perfect example of this can be seen in figure 2. It shows two Iphone4’s facing each other against a black background along with a tagline in big white text, this changes everything. Again. The simple devices used for example using words such as ‘changes everything’ and their deliberate use of full stops instantly leads the consumer into thinking their previous version of the Iphone is useless.

Apple, as a brand, aims to sell you a lifestyle. They are offering you a modern, clean, young, middle class utopia i.e. a better way of living. This can clearly been seen in their Ipad Is campaign (figure 3). In the advertisements they throw words at you almost out of nowhere. Words such as Magic, Current, Delicious. These words subliminally entice you into the product, as they sound tempting. The people using these products are often shown as social, exiting people with perhaps a better life than you so once again you envy them and buy the product in order to gain a social life. This brings us on to the next part of this essay.

‘People are made to identify themselves with what they consume.’ (Williamson 1978).  An advertisers job isn’t just to sell a commodity or product, they can also persuade you change your lifestyle. As previously mentioned advertisers adopt certain methods to do so. In particular one of those methods is to play on your conscience and makes you question your everyday life choices. Figure 4 depicts an anti smoking campaign by The Chilean Corporation Against Cancer.

The advert uses shock tactics to guilt trip the smoker into quitting. It shows a screaming child with a plastic bag over his head. The image itself is very hard hitting but it carries a chilling tagline; ‘Smoking isn't just suicide, it’s murder’ The tagline puts the parent on the spot right away and makes them question what damage they are really doing or at least makes them think how selfish they are being.

Another anti smoking campaign, which uses these guilt tactics, is shown in Figure 5. This anti smoking campaign from Ncorette shows a more subtle approach but still has a dramatic effect. While the visual may look very playful, the message is just as serious. It shows a lit cigarette made with Lego bricks, a favorite toy amongst many young children. Also attached to the image is the tagline, Everything you do affects your children. The font chosen for the message is a light hearted one, similar to children’s handwriting, which only emphasizes the point. Once again this puts the parent in an uncomfortable position. It’s almost as if the child who made the cigarette sculpture was influenced by their mother/father.

Edward Bernays is known within the advertising industry as the father of modern advertising. Unlike in today’s society in 1920’s, smoking was marketed to consumer as glamorous. If a women were to smoke it wouldn’t harm her children, she would be powerful and independent. The smoking advertisements unlike ones now, were pro smoking and advertisers ignored the negative health associations.

Bernays also originated the idea that consumers were not just purchasing something, but they were engaging themselves emotionally or personally in the product or service. He was the first to tap into people’s deepest desires and fears and use them to his own advantage His ideas are based on Sigmund Freud’s theories and a pre meditated tactic to exploit consumers.

‘The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.’ (Bernays 1920)

Critics argue that successful marketing comes at a price to consumers, as they may be unfairly exploited. For example directly advertising products to teenagers, as marketers know that they may be vulnerable and easily manipulated into purchasing. This may be true but the trade- off of less advertising would mean fewer jobs for the millions of people in the advertising industry. Some advertisements may be persuasive, however advertisers allow consumers to make their own informed choices and consumers are become increasing more independent and more in control as to how they react to the media.