Behind Advertising

Rayna Dillard

English 110 Section 1

11 May 2012

Behind Advertising

            As time goes by and more and more products come out in today’s time sex in advertisement has gotten a little worse.  The concept for selling a product is to show a good looking person holding or talking about the product in order for a “regular” person to buy it thinking that they too would also come out looking good or have advantage by using a product to help them out.  All advertisement has to do with some kind of appeal and depending on what channel a person watch and hold he or she is, he or she will see some kind of advertisement that has to deal with sex.  Now sex in advertisement doesn’t mean actual sex.  It just means that they have either a half naked man or girl advertising some kind of product.  Living in this world now, sex is being advertised all over when it shouldn’t be advertised at all and should be left to the parent to tell their children about sex instead of having an outside source tell them.

            Sex in advertisement has been around since television started to become popular and more and more products that are suppose to help out in everyday use started to get more and more important to everyone.  It’s not just products that people use every day that will use sex for advertisement, but food companies also tried this to get more people to eat at their restaurant than the other ones.  One of the fast food restaurants that is famous for number of “sexual” commercials is Carl’s Jr.  The number of how many of these commercials that they have done is unclear, but there have been many complaints about the commercials from time to time.  In her review of a Carl’s Jr. ad, Denise Gellene explains the challenge of the ad and the ad itself.  Though she doesn’t give her opinion, she does state what is needed to know about the ad.  She calls the title of her review “Sexy Carl’s Jr. Ad Can Get a Little Dirty Too.”  Just reading the name of the review itself will tell anyone that Carl’s Jr. is using sex in their advertisement.  Gellene says that the challenge of this ad is, “Find a new way to set up the drippy Carl’s hamburger, the focus of the fast-food chain’s ongoing campaign” (1).  If that is the challenge, how does two people eating a burger, letting the condiments drip on them, and then taking their clothes off help find a new way to sell a burger?  The only appeal it really has is the appeal of seeing to hot people getting naked while eating.  This is wrong, dirty, and children shouldn’t even be looking at it.  This review of this ad was done in October 8, 1998, where most of the freshmen of college of today were only five years old.  Television started to come into the world in the early 1900’s, and this ad came out in the late 1990’s.  So the concept of sex in advisement has not and might not die out.

            Today it’s very common for a child to have a television in their room, and while they are alone in their room, that child might stumble upon something that he or she shouldn’t have.  Once a child hits a certain age where he or she starts to understand a little about the world around them, that is when that parent of the child should start telling them about sex in general.  What sex in advisement leads to can mess a child up for life.  Not knowing what a certain company is trying to sell only because they have “sexy” people around the product or talking about it.  There are certain ads that are for adults only, like alcohol, but with children being able to have a television in his or her room, there is no stopping a child from view shows and ads about sex.  If a child sees a naked man or woman on television for the first time and after that keeps seeing naked people and not have their parents explain to them what is happen, this child is left alone in the dark to figure things out on his or herself.  Just one simple ad could be confusing from the way it starts off.  In the article “Women and advertising: A little too sexy?” by T. Baranski and J. Batt they explain how ads that have sexual content can be confusing just by the way they start off.  They start off their argument by giving a little example of an ad that is confusing.  “Imagine looking at an ad with a sexy, half naked girl sitting on a sink straddling a handsome man who has his shirt off.  The average person would think this ad was selling something sex-related, but surprisingly it is an ad for Candies perfume” (1).  All this unnecessary things just to show something about perfume is how companies draw attention to their products because for some reason “sex sells”.  Corrupting children along the way just seems to be part of come companies plans since now mostly everyone has a television in his or her room.

            The term “sex sells” is something that is known throughout the world of advertisement.  Sad to say, but it actually works and that is a problem.  Sure there are some that will say that there is no problem because people like to look at beautiful people.  Well there is a problem, and the problem is that when certain people look at beautiful people on these kinds of ads, they start to feel down about themselves.  And sexy ads aren’t just on television either it’s in magazines and other sort of entrainment that someone might look at.  Still the question is why?  Why do companies use sexy people in their ads?  Why do people constantly look at these ads wanting to be like those people and/or buy a certain kind of product that is being advertised?  Most of these questions are explain in the very first paragraph of Igor Ovsyannykov article, “Sex Sells, 50 Sexual Advertisement.”  Ovsyannykov goes on and explains each of the questions stated and then proves his point with 50 pictures of sexual ads.  Ovsyannykov states, “…sex attracts the eye more than any other type of advertisement.  We are sexual beings, therefore are attracted to sexually related subjects, jokes, and other matters.  Many companies use the sex concept in their favor, while adding a humorous element to it.  Making you laugh and find the sexual cleverness of the advertisement, will most likely have you talking about the ad and sharing it with your peers.  Companies hope that when they create an amazing ad, it will go viral” (1).  This is why companies use sex in their advertisements and why most people fall for it each time.  Just like Tonia Bennett and Alexander Adams had quote Steven Heller in their essay, “Sex Sell…No Really!” they also go on and explain how sex works and why we do it.  Both Bennett and Adams had quoted Heller from his book: Sex appeal: the art of allure in graphic and advertising design, stating, “Undoubtedly, everyone has given into sexual advertising at one point or another.  From perfumes to cars, sex sells very well, because everyone has the aforementioned need to breed” (1).  Sex sells and people know it; just most don’t like to admit it to themselves.

            Since sex sells, and everyone knows it, has anyone actually take it into consideration that these ads that are produced have a slight effect on a child’s mind.  Knowing why companies’ do what they do and why people give it to them isn’t enough.  For the people that know how dirty ads can be, he or she should take the time out to actually and tell their children about sex and why companies are doing what they are doing.  It’s not so that they could go and get knocked up and then star on a hit television show called 16 and Pregnant that airs on MTV or to just plainly have sex at all.  In a facts and statistics article created by http://www.parentstv.org, they created a list of that show’s how harmful television can be and other interesting facts that might shock some parents.  The creators of this site had quoted Huston and Wright from the University of Kansas “Television and Socialization of Young Children” to prove their claim.  “Children spend more time watching television than in any other activity except sleep” (1).  This being said true, children of any age that watch a lot of television will be subjected to watching some kind of ad that has some kind of sexual activity.  A child’s mind is so great that he or she will take everything in and no one has considered the dangers of the sexual ads placed on television          16 and Pregnant is a popular television show on MTV that is supposed to be a teaching tool to show children not to go out and have sex right.  This show even has a disclaimer right before the show starts to not go out and willing have sex just so he or she would be on the show.  This is supposed to be a positive learning tool and show other children of that age that sex can ruin his or her life if he or she as it at a young age.  It is understandable that by this age 14 and up, children start to have their hormones kick in so these children become very curious of the opposite or same sex, depending on which way they go.  In an article by Tiffany Bentley who wrote about the show 16 and Pregnant and about one of the girls that had featured on the show, Alexandria Sekella.  Bentley had quoted Sekella in her article “’16 and Pregnant’ on MTV – teaching tool or bad influence?” to support her claim.  “’I’ve learned that it’s not worth it,’ Sekella says.  ‘I regret ever having sex at a young age because I wasn’t ready for it’” (4).  If a girl on the show even says it’s not worth it, she wasn’t ready, and that she regrets ever having sex at a young age, then why do so many kids go onto this show if it’s a teaching tool?  Every last one of the children that go on the show has said the same thing and has warned others not to follow in their footsteps.  Some of these children listen, other’s done and he or she has regretted it since.  Bentley concludes her article with some facts that prove her claim right before she ends her whole article.  “For ages 12-19, six in 10 teens have watched at least some of ‘16 and Pregnant.’  Among those teens who have watched the show, 82 percent think that the show helps teens better understand the challenges of teen pregnancy and parenthood, compared to 15 percent who believe that it glamorizes teen pregnancy.”  So is this a show that teaches or is it a bad influence?  It’s a little of both.  The creator of 16 and Pregnant, Lauren Dolgen

is also the creator of Teen Mom.  In both shows they follow the girls around to explain and show children of all ages what getting pregnant at a young age can do.  In her article Jessica Grose explains the meaning of the shows.  She says, “Each episode is narrated by its heroine.  The shows aren’t merely great television; there is evidence that young women who watch narrative dram about teens pregnancy are more likely to use contraception and research shows that viewing these MTV shows is positively correlated with support for abortion rights.”

            Sex at any age is a bad thing and the ones that are to blame for this is the parents of these children that are having sex at such a young age.  The parents that are now grandparents because their children are having children are at fault because they are the ones that didn’t fully explain what sex can do and/or why people have sex.  Fewer children will be having sex if parents would warn their children and explain what ads are trying to do, instead of having them find out themselves.  Parents should sit their children down at a certain age and start explaining and keep on explaining until these children understand the meaning of the ads, the meaning of sex, and what harm can come to them and the people around them.

Works Cited

“It’s Just Harmless Entertainment” Oh Really?” Sex, Violence, and Profanity in the Media Fact Sheet, TV Statistics – Parents Television Council. Web. 11 May 2012.

Baranski, Tarra, and J. Batt. “Women and Advertising: A Little Too Sexy?” Take It Off: Sex in Advertising. Http://www.bgsu.edu. Web. 08 May 2012.

Bennett, Tonia, and Alexander Adams. “Sex Sells…. No, Really!” Take It Off: Sex in Advertising. Http://www.bgsu.edu. Web. 11 May 2012.

Bentley, Tiffany. “‘16 and Pregnant’ on MTV – Teaching Tool or Bad Influence?” The Express-Times. 21 Apr. 2012. Web. 11 May 2012.

Gellene, Denise. “Sexy Carl’s Jr. Ad Can Get a Little Dirty Too.” Los Angeles Times. Los Angeles Times, 08 Oct. 1998. Web. 08 May 2012.

Grose, Jessica. “She Makes Entertaining Advocacy Television That Actually Works.” Slate Magazine. 26 July 2011. Web. 11 May 2012. 

Ovsyannykov, Igor. “Sex Sells, 50 Creative Sexual Advertisements.” Inspirationfeed. 27 Apr. 2011. Web. 11 May 2012.

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One theory is that we are trying to pursue happiness by acquiring things. The problem with this pursuit is that the happy feeling that comes from buying new things does not last long, and soon we want more things. It can become a vicious cycle, not unlike a drug or alcohol addiction. The cycle might follow a path somewhat like this:

Desire  

Humans have a penchant for wanting what we do not have. The advertising industry is relentless, ubiquitous and effective. We are led to believe that everyone else already has the thing that we don’t have, and therefore we deserve to have it too. Sales pitches tell us that we’ve “Gotta have it!” We need it, and we need it now. ‘It’ could be a new toy, the latest cool gadgets, the latest fashions, or anything else that can be bought.

 A capitalist economy can only flourish if there is a constant cycle of the production and consumption of goods and services. Those who produce goods and provide services rely on the advertising industry to create and sustain perceived needs so that the consumer will keep spending.

Devise a plan to get it

It starts when we are children writing to Santa Claus with the list of everything that we want for Christmas. In order to keep their children’s belief in Santa Claus intact, parents buy what the children want, even if it means going into debt to pay for it. Santa Claus perpetuates the entitlement mentality: all of the good little boys and girls deserve gifts.

Many adults will say that since they work hard, they should be able to buy what they want. The credit card industry has made it very easy to borrow money in order to get what we want now. ‘Buy now, pay later’ is a slogan that has come to characterise our culture.

The criminal mind takes the perceived need and the entitlement mentality a step further: I want it, I need it, I deserve it, whoever has it has more than they need anyway, so I will take it.

When we get what we want, are we happy?

Children who have waited an agonizingly long time for Christmas and their birthdays to come should be happy when they finally receive the object of their desire. But how often have you observed a child opening a pile of presents and then asking “Is that all?” Parents will often think (some will say out loud) that the ungrateful little snot nosed brats ought to be happy for at least a year. But are adults any better?

Disappointment and regret

 With all the gifts that we lavish on each other for Christmas, birthdays, Easter, weddings, and on and on; plus all of the little (or not so little) indulgences that we buy for ourselves, Americans ought to be the happiest people on earth. So what’s with all of the Prozac and Paxil that doctors are prescribing?

The things that we buy don’t satisfy, but we still have to pay the Visa bills.

A new desire

Despite knowing that things won’t satisfy us for long, many of us are still caught up in the cycle of wanting more and better things. Manufacturers take advantage of this desire by making products less durable, therefore reducing production costs, which they can pass on to the customer to give the false impression that we are saving money, when the reality is that we are just reducing the length of time in the replacement cycle for the product.

Planned obsolescence is another way to reduce the replacement cycle. There is no need for the manufacturers of electronic devices or vehicles to hide the fact that a newer, better model is coming out soon. They can bank on a significant percentage of consumers wanting to be the first to buy the newer, better product.

Much of the stuff that we buy today will be on our yard sale table in a couple of years, or sooner. Someone else will buy it, and it probably won’t make them happy either. 

Communication system has an important role in consumer society. Because these systems are vital tools in the construction of symbolic reality. The mass media play a very significant for the transfer and deploy value-symbolic-symbolic value to the community.

Developing increasingly sophisticated communication systems to support communications and information technology. Technological innovation in this field makes image production and co modification of the symbolic value of an object becomes increasingly easy and quick, even instantaneous. Technology also increases the capacity of the mass media, both the quality and reach-in spreading the image to the public.

Jane Kenway in writing Norris argued that the content of the mass media are increasingly supporting the culture of consumerism. Newspaper or TV today many make a piece or a program specifically designed for the commercial channel. We are increasingly easy to find specific coverage of consumer goods, shopping venues, suggestions or tips on shopping and a variety of impressive stories about the shopping experience. Popular term for such a form of coverage called commercial journalism.

Commercial journalism to current trends. Even in its development, forms of coverage and commercials hidden-implicit – in events or other writings. Such forms are to persuade the sub-conscious of the audience or readers.

In addition to the content of mass media, rapid development also occurs in the field of marketing and advertising in consumer products, which revealed that the budget expenditure on advertising and brand creation firms are also increasingly getting bigger. Promotional costs it is often greater than the cost of production of the commodity itself. Because after all, advertising is still considered and proved to be the most powerful method of promotion.

Advertising is becoming increasingly sophisticated and persuasive lately. If we look at other forms of advertising today, we will see the visual ads sometimes much better than reality, referred to as hyperreality.

Williamson in his study of advertising apply the concept of ideology-as defined by Althusser – which is generally understood as “the imaginary relationship of individuals to Their real condition of existence”. According to him, ideology in advertising refine the meanings and ideas from experience, like beauty, success, happiness, knowledge of commercial products aimed at consumers

Advertising becomes a way to create a cultural or social conditions are ideal and makes a person become as desired. Ourselves reshaped or altered by advertising that led to the formation of an imaginary sense of reality.

Ads created simulations to instill the symbols of objects in society. At first, the goods displayed on the quality of material and function. Then gradually, the ads will create the “how” to make the association of the mark from the object with a way of life or social life. So that the emphasis in advertising is, the association of objects with something desired or desires of the community. Therefore, advertising is very persuasive because it is often able to shoot directly from the human desire-desire.

Advertising is able to create a dream and an illusion because conjures images were manipulated. It is used to create the fantasy of reality because of what appears in the real world is no longer considered effective enough to obtain what is desired. As a result we see a lot in advertising: children who grow huge in no time at all, products that can fly, the more slender body appearance, whiter skin, etc.

Issues of sexuality in the mass media are not independent of one party alone, but it took a great effort from both the media and the public as consumers. For that to think about some ways that is able to offer a solution to the manager of the mass media such as:

A. Assessment programs that are less re-educate people, especially the sensual scenes in the ads aired on television are likely to harass women, and there should be restrictions on a balanced basis functions corresponding to the mass media.

2. Need for further research regarding the delivery of sensual scenes that are not directly provide sexual information to its viewers. With regard to the number of cases that arise in the community that makes the mass media underestimated the impact of television on society, especially the values ​​of sensuality and sadistic.

3. The need for reduction and selective editing of the advertisements to be aired, so that negative effects on society more can be avoided. Most important is the message not the messenger.

4. Important to be implemented in accordance with the ad air-time. For example, contrived restrictions on what the right advertising to viewers aged children and when. So that the ads will target audiences.

5. It should be the manager of the station telvisi efforts to provide information that people need balance, so it does not make the community as an effective target shooting in the flow of mass culture has to offer.

While for the community as active consumers in the form:

A. The need for leisure utilize more effective than simply looking for entertainment on television that contains a lot of impressions does not educate.

2. Discussion of the need for friends who can be invited to exchange ideas while watching television, and the courage to speak your mind and hearts of the scene show that feels right.

3. The need to discipline yourself to find the source of the right information and entertainment needs.

4. It should be initiated to develop a culture of critical and alert as a precautionary attitude to the impact of mass media of television. Then should be considered as a container with an active consumer organizations assess the impact of mass media influence the public such as media watch

PUBLICity (Photo credit: spDuchamp)

Difference between Advertising and Publicity:

1. Advertising is paid form of ideas, goods and services while publicity is not paid by the sponsor.

2. Advertising comes from an identified sponsor while publicity comes from a neutral and impartial source.

3. Advertising is controllable by the organisation while publicity is not controllable because it comes from a neutral source.

4. Advertising is less credible in comparison to publicity while publicity is more credible because it comes from an impartial source.

5. Advertising is what  you or your organisation says and promotes about you or your organisation but publicity is what others say for you or your organisation.

6. In advertising same content is repeated by the sponsor while in publicity it is not generally possible.

7. Advertising always carries a positive message about your organisation because it is the content you pay for but publicity can be positive or negative because it comes from an impartial source.

8. In advertising you have full chance to show your creativity but in publicity creativity is limited because it comes from non paid source.

9. Advertising is targeted to the practicular audiences by the sponsor while in publicity it is not focused.

10. Most of the times in advertising social responsibility is ignored while in publicity special focus is given on social responsibility.

                                   Combination of both advertising and publicity is necessary. 

What are other differences?

Creative administration about absorb for the print, radio and TV scripts. Account department about deals with clients. They maintain the accord amid audience and agency and aggregate the data of the clients work. The assembly administration plan on the creative account provided by the creative department. They accord the final blow to presentation for that applicant has requested. At the endure the analysis administration do researches on the audience specific ambition chump and everything accompanying about them and adapt a proper address on that research.

There are assorted bartering companies in Brisbane. The capital action of an advertising agency Brisbane is to advance the product, services of their clients. Whether ample or small it is all-important to apperceive that what these advertising companies do and what are their plans to do. An bartering aggregation is said to be acknowledged if humans appeal their ads and bind themselves with the charge to acquirement the product or account because of the noticed profits or achievement that they accommodate and these efforts accommodate allowances to customer. An advertising aggregation mainly accommodate services like media planning and placements. But an advertising aggregation in Brisbane aswell offer other casework which are specialized in other kind of bartering such as advice capital ads, recruitment ads, classified ads. This is because an bartering action or technical advertisement may crave specific chat or design that may not be the ability of a general abounding account bartering agency.

Now it is computer era and aggregate is online. Today assorted business companies promote their artefact by giving online advertisement and this leads to business success because they accommodate targeted cartage to your site. There are assorted ay of online advertisement like pay per click, banner advertisement, paid email marketing, link exchange etc but it is added important to choose the best one by which you get targeted traffic for your site. At the endure afore hiring best advertiser or bartering aggregation in Brisbane you should accomplish abiding about the adjustment that they will accept to acquaint your website.

An Bartering Bureau Brisbane acquaint the products or casework of their clients. There are various Advertisement Companies in Brisbane but it is all-important to appoint the best Advertising Company in Brisbane for the advance of your articles or services.

You need to research, research, and do some more research.  Look up the nominees and their track record and align it with your beliefs.  Doing your own legwork is better than having someone else do it for you.  However, you need to develop a pro-con list on the things you do and do not identify with.  After making your own values and belief system, you can correlate between the candidates. 

Be aware that a smear campaign is inevitable.  This is way too common, because certain politicians will downplay another candidate.  However, an informed voter can make an educated decision without losing sight of your true intentions.  With the list you have already developed, you can add or remove information based on the data collected.  But do not let the negatives push you in the other direction.  It is only through a true strength of ethics that you are willing to vote in the direction of your choosing.

            In all, it is important to do your own work.  The effort anyone puts forth in their homework for election is not just electing someone who may sound good, look good, or speak well.  A campaign is run for those who do not know the candidates!  Do not be held sway to the ongoing, frustrating, and never-ending tactics.  Your candidate is your voice and your representative for the things that matter most.