• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

How do advertising images persuade us to consume?

Extracts from this document...

Introduction

How do advertising images persuade us to consume? Advertising images confront us in our everyday lives in an attempt to persuade us to consume their products. They are one of the most important cultural factors moulding and reflecting our life today. They are inescapable and the main aim of any company is to be 'top of mind' and on the consumers 'shopping list'. However, Dyer argues that we usually take adverts for granted because they are so pervasive, but many people claim that they are one of the most important influences in our lives. Advertisements depict a general social image and message in their sales pitch. Dyer argues that the advertising media has the ability to "shape and sometimes change a persons behaviour, opinions and attitudes" (Dyer: 73). He also comments on the fact that an advert sometimes "promotes general ideas and beliefs" (Dyer: 73). The primary function of advertisements is to introduce us to a wide range of consumer goods and in its simplest sense, advertising means "drawing attention" to something (Dyer: 2). Adverts present images of "things to be desired, people to be envied, and life as it 'should be'" (Sturken and Cartwright: 2001). A key characteristic of photography within advertising and marketing is the enhancing and altering the meaning of lifeless objects. This then turns them into commodities and companies then use advertisements as a way to entice the viewer into believing what their lives could be like if they were to buy these commodities. ...read more.

Middle

Hall and Whannel in Dyer also suggest a few other types of adverts. The Compound advert uses a subtle approach of persuasion and mainly concentrates on using images to entice consumers. These can be used in 'easy reading' magazines where an advert may contain some simple information about where the product may be purchased from, but this is accompanied by a stunning image. When this type of advertising is used to persuade us to consume, it is hoped that the reader would associate the "product" with the "total impression" (Hall and Whannel in Dyer: 89). The next form of advertising used by companies in that of Complex. Here there is an emphasis on the presentation of the luxury and status that the product will provide. A background image will take over and the product merely merges into it. This is mainly used on more expensive consumer products and has been used in a variety of Rolex adverts. There is a concentration on imagery for example a secluded beach, rather than the product itself. The last type of advertising described by Hall and Whannel is Sophisticated advertising. This is an extension of the complex model but explores the hidden and subconscious feelings within the viewer. Subtle association and persuasion is again used here but products are associated with fantasies. Visual imagery is often blurred to make the advertisement seem like that of a dream. Here the product is then linked to something which is not reality. ...read more.

Conclusion

If an anxiety is created within a person they will consume a certain product in order to combat this anxiety. The influences of advertising can be attributed to recent technological improvements in production and distribution of visual representations. It has even been called a "graphic revolution" by Daniel Boorstin (Dyer: 82). Advertisements encourage great expectations because they have become more dramatic and vivid themselves. Nowadays, reality cannot even match up to the images portrayed in advertising. They are something out of this world and this relates back to consumers being able to escape into a better life than reality by buying certain products. We live within a massive consumer society where products are continually being adapted and improved for our consumption. In this Capitalist society, adverts are used to promote these products and highlight the "enormous assortment of goods" (Sturken and Cartwright: 2001), that are available. Media influence in this sense can be said to be like a hypodermic needle that "injects a message into the mind of the audience" (Dyer: 76). Advertisements use very clever imagery to create the ideal representation of a product. This imagery is used to attract a consumer and appeals to our desires. Adverts depict a general social message in their sales pitch that has the ability to "shape and sometimes change a person's behaviour, opinions and attitudes" (Dyer: 75). Ultimately, advertisements appeal to our wants and desires and through this persuade us to consume. They appeal to us by selling "concepts of belonging" (Sturken and Cartwright: 218). By consuming certain products, it seems that we can gain a sense of belonging or even a completely new, improved lifestyle. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Marked by a teacher

    Women in advertising from The 1920’s to the present day

    4 star(s)

    This is what the women of the time may have wanted to be elegant and untouchable. The advertising campaign was trying to kill two birds with one stone by targeting men as well as women by using the female in the advert, as a method of seduction.

  2. Analysing Coca-Cola advertising.

    The next one is of a man at a train station drinking a bottle of Coke he looks very relaxed he's just drinking a Coke and waiting for a train, he's without a care in the world in the world.

  1. This project requires me to produce a imaginary business

    Altering distribution patterns- sell your products in a more attractive way, e.g. redesign your shops or introduce catalogue or Internet shopping. Change prices- This can make the product more popular if the price is lowered. Promotional campaigns- You can revamp a product by adverts, that say but on get one free, or free trails.

  2. Compare and contrast two charity advertisements. How does each advertisement aim to persuade the ...

    his leg, and adjust to walking with three legs for the rest of his life. Trio's attention is away from the camera denotes he is petrified, as he has obscurity in trusting people due to his horrifying experience with his owner.

  1. Discuss the constructions of reality and conventions of film style used in Peter Weirs ...

    Christoff the director of 'The Truman Show' T.V also does adverts for the show because 'The Truman Show' T.v is being broadcasted world wide and will have a lot of dedicated fans buying products that are advertised via the show.

  2. Magazine advertising comparison. Both adverts are trying to encourage and persuade women to buy ...

    background image and places its products logo in the top left of the advert. A promotion can also be seen in this advert located at the top right corner. The company tag line with a small description of the products effects has been allocated at the bottom of the promotion.

  1. How Does Amnesty International Persuade the Reader to take on an Active Interest in ...

    To make the story seem more personal, the article gives an insight into her life. "Sallay Goba is a grandmother", showing she has a family of her own and that she was assaulted physically and sexually as well as losing her family.

  2. The Art of Persusion

    By taking this line from the advert, the consumer can have a perception of the drink already. The 'bite and buzz' is telling the consumer that when they drink this their tastes buds will have such an effect, that they will think that there is no other beverage that can have the same impact as a Tango can.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work