• 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...


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.


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.


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.

    links back to colours of the Coke logo and bottle this is a level mid-shot. The next scene is a close up of a piano which plays a glissando. This is when the music begins, this shot is a high angle shot.

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

    this awful experience with his owner would haunt him for the rest of his life. In the letter, Collin Strong is seen as a smart looking person like all inspectors. This inspires confidence and assurance to us as all of the other pictures show misery and desolation making us have a feeling of bitter sadness.

  2. Compare the ways in which advertisers use language and presentation to persuade readers to ...

    There is use of jargon in the detailed technical information that a serious buyer might want if they are interested in purchasing the car, like financial issues. Jargons is also used to describe the cars performance and appearance which most appeals to a sports car enthusiast.

  1. This project requires me to produce a imaginary business

    Action plan 2 This action plan covers points that I missed in my previous action plan, and any points that needed to be covered because of what I did in the previous action plan. Task What I need to do Date start Date finish Product I will research into all

  2. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    Having the image larger than life also makes it seem significant because the other images seem petite compared to it. This helps the consumer know from just a first glance what product it is that is being advertised. The other image featured on the page is that of the product

  1. Consumer and Organisational Buying Behaviour Assignment

    to appeal to as many potential clients as possible .Certain bright colours may put off or even offend foreigners from certain cultures and/or religions. The rather neutral colours of this advert as well as the clear cut lines of the Tigne' Point logo (evocative of the Japanese art of Origami)

  2. The advertising of Facial creams

    the advert and therefore will be more likely to purchase the product as the benefits will be clearly remembered. The pace is slightly quicker than the average everyday speech word pace of 2 words per second which convey excitement and rapidly communicates information.

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