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Red, the color of desire, the devil, and heat, an attention grabber, the main purpose to is to be spellbinding. When skimming through a magazine the text is black, bold red writing will stimulate ones eye causing them to stop and analyze it. At least that it what advertising executives hope for, they often use emotions, cultural attitudes and, unfair tactics to grab the audiences attention and hopefully their money as well. There is an innate desire to rebel in all of us, to eat cookies before dinner and maybe go to a movie instead of working on that paper the has precedence. Because this is natural is it easy for advertisers to prey upon.
Altoids knows of this inner desire and uses it to their advantage in their Cinnamon Avoid magazine ad. By placing an eye-catching woman in a red dress with devils horns they have grabbed the readers attention and catches ones instinct to rebel, the red dress and horns represents naughty behavior, one knows he or she is not supposed to have it, thus the longing to have it is even more. They have also played upon the natural reaction to temptation, by placing this woman seductively upon the case of mints with the words Ive got the Hots for you in bold red lettering above, she is drawing the reader in with sexual connotations. Exploiting natural impulse is the name of the game in advertising. Advertisers recognize the power of cultural attitudes. Sex sells, it is a dominant force in American society.
The feelings of sexual attraction are promoted through a picture of a voluptuous brunette with red devil horns, in a red dress, with heels and block stockings, lying seductively across the top of the container, embodying lustful desire. This woman is very sexual she plays upon the basic desire to be wanted and needed, an animal desire, the natural reaction of attraction. Advertisements are always biased in favor of the product, yet if they are not focused on the product what are they biased towards? The main reason behind an advertisement is to make the audience want the product; by covering the advertisement with sexual undertones there is the hope that the consumer will buy the product in the hopes that it will make them more sexual. If there is a picture of an attractive devilish satisfied looking woman in the ad woman may buy the product in the possibility they will become more desirable by using the product. Men will crave the product in the hopes that it will attract woman similar to the one pictured in the ad.
She takes advantage of the natural desire for an attractive partner. The advertisement says nothing of the product, its purpose or cost, it doesnt have to the sexual subtext will do the selling for them Sex rules the American cultural; it is apparent wherever you look. Breath mints have little to do with sexual attitudes or naughty behavior yet the advertising agencies are able to tie it into sex quite simply. By adding a simple phrase in eye-catching color and showing a sexually charged picture in association with the product they can incorporate the easiest thing to sell, sex.
By using emotions, cultural attitudes and imbalanced tactics the product is sold on everything but its merit. Bibliography:
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Research essay sample on Buy The Product Eye Catching
