2. INTRO TO ADVERTISING
Everything is branded by a company, and every company must
advertise their brand.
It is important to understand why and how ads can affect us.
I will demonstrate that the content of advertising has become less
about family values and more about expressing sexuality and social
value in consumer culture.
3. THE POLAROID COLOR PACK
CAMERA
This ad pictures a middle class white family who are
is gathered together to celebrate a holiday.
The audience of this ad is the middle class white
American family.
By using the semiotic interpretation, the camera in the ad
functions as a sign to sell the idea and importance of
family values.
4. THE POLAROID COLOR PACK
CAMERAThe major details in this ad are signified in relation
to the idea of family values and advertising the
concept of a nuclear family.
“It’s everywhere. Do you have your Polaroid Color
Pack Camera? (Under $50)”.
It may encourage the consumer to think about the
quality of the camera they currently own.
Everyone has it, and you should too.
5. CONNECTING PRODUCTS TO
SOCIAL IDEAS
Advertising addresses us about how we can become happy.
Advertising is a part of a discourse through and about objects.
Social ideas are falsely connected to products.
The marketplace guides us in a certain direction.
6. NIKON COOLPIX 3100
The model on the left lacks self confidence.
She is looking at the larger chest of the other version of
herself with envy.
The model to the right knows that she is a more improved
version of herself.
Key element: the camera is not the main focal point of
this ad; the women are.
7. NIKON COOLPIX 3100
This ad emphasizes sexuality and uses that to sell this
camera.
Because of the larger breasts on the model to the right,
the Nikon Coolpix 3100 is an all around better camera.
Sex and status sells; we make the correlation between
purchasing a specific product and trying to be like the
women we see in advertisements.
8. LINKING DESIRE WITH
CONSUMPTION
Purchasing products and services is always charged with fantasies
and dreams of sexual desirability and power.
Consumers strive to earn and establish status among their peers with
their purchases.
Advertisements can “reflect society” without actually depicting any
social setting.
Ads give us the impression that our lives would be much better with
these specific products.
9. CONCLUSION
Years ago, ads were selling the idea of family values.
Nowadays, sex is being used to sell goods and services.
Two advertisements for the same exact item have completely
different messages at various points in time.
Ads affect us much more than we would like to admit.
