Advertising is meant to be powerful and persuasive…and in many cases, it is. As Douglas Kellner says, “advertising tell us that to be up-to-date, we must be fashionable, we must buy and exhibit all the latest products and fashions” (331). This is exemplified in television ads, which are “mainly image based, creating associations between products and desired conditions, such as happiness and success” (333).
Advertising has many appeals such as sex and affiliation, nurture and guidance, achievement and attention, safety, and curiosity, etc. The appeal I will expand upon is nurture and guidance, such as in parenting. There are many ads that aim toward parents, selling products that will “make” them be better parents to their children. Whether or not the product being sold is a necessary object (but just a new, more expensive version) or a totally new item, it will reach the minds of parents because they are constantly looking for something that will make them feel like they’ve become a better parent. Even when their baby is happy, the parent wants to make the baby happier.
A recent advertisement that I have found persuasive is one of Huggies® television commercials for their new Jeans diapers. In this commercial, a boy toddler is walking down the street, showing off his new jean diaper, stopping everyone in their tracks, making them stare in awe. The boy appears to be very content with his new fashionable diaper and the attention he is getting with it. This image paired with the voice-over comments (“When it’s number two, I look like number one” and “I poo in blue”) make for a rather persuasive advertisement. It insinuates that if toddlers wear these diapers, they will feel cool and be happier.
This ad exemplifies the appeal of nurture and guidance in that it makes parents feel like if they buy these diapers, their toddlers will get more attention, boosting their confidence (both the toddler and the parent) and make them (the parent) feel like they are better nurturers to their child. By dressing their child in this diaper, the parent will provide guidance for their child and for themselves to be hip and up-to-date with fashion and society.
Check out the video!
http://www.youtube.com/watch?v=sQ0M9CBEkw0
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