http://www.youtube.com/watch?v=PmrTDZy3f2M
The series of advertisements I have chosen clearly reflect the theme of the method of advertising which employs celebrity endorsements and the obvious presence of said celebrity within the ad. The visual presence of these celebrities has an immediate impact on the viewer and is very telling of our culture, for (for the most part) many Americans can easily recognize at least one of the celebrities or at least make a connection. By using the well known cultural icons of our time, especially sports figures, the viewer unconsciously makes a connection between the product and the star’s fame, power, or immense success. This method of advertising has proven to be very effective, and connects well to Karen’s advertising using sexiness as a method of advertising, because the stars are fashioned to look their best in the ads. The appeal of the star’s looks, physique, and status enhances the product being advertised and makes it more appealing to the viewer.
The first ad depicts a very casual, laid back Brett Favre about to throw a football to an unknown receiver. The viewer is able to take in the light and airy atmosphere of the ad and see Favre’s happiness immediately, and then realizes the ad is about Wrangler Jeans. There are many who idolize Favre (maybe not as many fellow Wisconsin-ites as myself anymore..) or at least strive to live the laid back, natural, almost rugged life embodied by the ad. Using Favre instead of a no-namer for the jeans ad boosts the product to a much higher level in the viewers mind.
The second ad plasters Brad Pitt’s sexy face across the page, with the Huer watch slung casually over his wrist as almost a side-thought, yet still manages to make a statement. The positioning of Pitt in the ad creates an almost beckoning effect, almost as if Pitt himself is personally begging you to wear this product just like he does.
The third ad employs superstar Usher in the advertising of Mastercard, with the slogan, “…success” clearly highlighted on the top. Mainstream culture would have you know that Usher is extremely successful and the viewer makes the connection that they should invest in Mastercard over any other credit card company because this illusive label of ‘success’ is tied to their product.
The fourth ad shows an elated Michael Phelps on a Corn Flakes box, which suggests that eating Corn Flakes over other cereals will bring the kind of success and health that Phelps possesses. His obvious sex appeal and Olympian fitness tied to the healthy Corn Flakes brand heighten the product and make the buyer more inclined to purchase Corn Flakes because of Phelp’s presence.
The last ad, the youtube clip involving McDonalds, ties McDonalds to an image of a cool, in-shape, elite basketball player such as Dwight Howard or LeBron James. They casually stroll in and end up in an ultimate and intense basketball-off, all in the name of McDonalds. The fact that these two elite stars are competing over the meal suggests that McDonalds really is a desired brand to have.
I definitely have to agree with you that this technique of advertising says a lot about the American culture. It shows just how much people idolized and/or look up to famous celebrities. Why though? I think there are a couple possibilities. I think one reason famous people are so looked up to is, according to popular belief, these people are examples of the ideal/dream life that "everyone" should want to have. Therefore, we are "supposed" to follow their example and try to attain that same type of status, power, talent, appearance, etc. Besides that, this technique of advertising also shows how much some people idolize their favorite stars' lives rather than their own. I often wonder why celebrity gossip is perhaps the most popular section of the news. It seems as though more people would rather read the latest gossip in the stars' lives than say, a new scientific finding and/or an international event that perhaps changed the society of a nation abroad. I think that says a lot about the American culture.
ReplyDeleteI noticed here that besides for just the association that each celebrity makes with the brand, each of the ads also gives the viewer something of a challenge.
ReplyDelete"What are you made of"? Usher's gaze into the camera. Farvre is throwing a friendly football (are you there to catch it?)