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Status: Finished  |  Genre: Fantasy  |  House: Booksie Classic
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The American society has one of the most diversified cultures on earth and this has not only introduced but also deep rooted different practices in the American people. People may have different believes and practices but nature has a way of intermarrying their diversification to come up hierarchies of levels of acceptance of the different believes. besides practices, there are also products and goods that are being injected in the market that do not appeal to entire society. People have become extremely selective on what they allow to get to them and their families. Besides trying to maintain originality, some people shun off certain products due to the health effects. However, manufactures have perfected the art of advertisement. Behind the harshness that people depict when resisting penetration of certain products in their market there lies weakness that is exploitable through motivational and psychological strategy. Let us take an example of alcoholic beverages. a considerably large population of Americans consider drinking a vice that results in several non-admirable practices. Alcoholics are associated with inability to keep a family together and drinking has been banned in a several premises. Also, road accident, rape cases as well as disruption of peace and disorderliness have been associated with drinking. The way alcoholic beverages are advertised not only in America but across the entire worlds portrays something very different from what we people who have tested alcoholic beverages know. There are advertisements that relate alcohol to fierceness and the strength of a lion when actually it can weaken one to a point of not being able to walk. Several alcoholic beverage advertisements are geared towards showing drinkers that alcohol is a product for the elite. It is for people who can handle themselves besides belonging to the royal class. In fact, some of the most expensive alcoholic drinks are advertised in a way that says ‘this is for the elite only’.
The Icelandic toasted porter advertisement on ‘face the darkness’ is one of the cleverly constructed alcoholic drink ad. At the beginning of the advertisement, a question is asked about what makes men fear the dark. Honestly, what is it that makes a man fear darkness? Is it because they do not know what the darkness holds or because they do? This question triggers the mind to think and because the answer is not an obvious one, and probably it lies in the advertisement, you will be glued to watching the advertisement. During the initial stages, alcohol is not brought in the picture because the advertisers know that judgmental individuals will stop watching the ad once alcohol is shown. Therefore, the ad is purely about discovering why men fear darkness. At this point, you will see the two face of the American dream. “the American dream has two faces; the one communally egalitarian and the other competitively elitist” (Solomon, 167). the American dream is all about making the country great and pulling the brother along. However, deep inside the hearts of individual there lies need to grow personal social status and become distinctive regardless of who you step on and who is lying below. Alcoholic beverage drinks are owned by very rich families. For instance, the William Lawson and sons, Johnnie Walker and sons, Grants and sons, Chivas Regal are all established business families. The alcohol drinking society is a mixture of people from different backgrounds. The advertisements do not discriminate between people seeking to drink out of success and those drinking out of failure, those drinking because they can afford it and those drinking because they cannot afford some things and they are hiding behind alcohol. The attractive part in the Icelandic toasted porter beer advertisement is the kind of monster used. The environment in which the advertisement is set is also very commanding. There are very strong tides that are blowing but the monster portrayed passes through them ready to devour its prey. Normally, a person being faced with such a situation is supposed to take off. However, the character in the ad is portrayed as a very confident man not afraid of the monster. The monster gets very close that the most person ever will be shaken and move behind. However, the character in the advert dos not. Instead he uses the grizzly teeth of the vicious monster to open a beer bottle. Two things emanate from this advertisement that are contrary to what would happen in an ideal situation. The first thing that the audience is being told is that drinking the beer gives you confidence to face the darkness as it can help you decipher what it holds. Second, the advertisement is trying to tell the audience that it is associated with creativity-using the teeth of the monster to open the bottle top of the beer.
Another advertisement that has been used to show mightiness in alcoholic beverages is the Corona of Mexico. This advert is very much appealing to the spirit of togetherness that any peace loving individual will be attracted to the product being advertised despite the obvious harm. Just like other alcoholic beverages, the advertisement does not allow the viewer to know that it is alcohol they are advertising. The advertisement begins by creating an appeal to the audience by portraying Corona as a very official and noble organization. They take an initiative to write to two rival teams asking them to come together for a photo. Normally, football teams do not mix up while taking a photo. The ad creator know that people adore unity and togetherness. Therefore, they went ahead to conduct research on two things that can do not happen but can happen. The main reason why the advert does not use impossible situations is to make it practical. As far as the ad has been spiked, it should not be super fake. People are deeply carried away with the need to see a united word. Be it on the television or on print media such as books, “readers do care, and no, most of them were not aware of the advertisements control over the words and images around it” (Steinmen, 198). The audience will want to be associated with anyone or anything that uses words or images that unify the world. Corona does not tell the audience that it will be united if they use their beverage in this advertisement. The ad is very strategic. For example, the fist ad discussed directly links itself to brevity. The second ad is more intelligent as it does not tell the audience ‘you will be brave if you drink me’. Instead, the enterprise portrays itself as a unifying factor. Therefore, upholding and promoting it by buying its products will sustain it hence enable it to continue with the peace preaching mission.
In conclusion, it is not strange to come across an advertisement using a completely different ideal from what it is actually selling. Most products which are viewed negatively in the society or those with age restrictions are not put first in an ad. Most ads will look for ideas that either move people’s hearts, motivates them or gives them hope. Ideas that move people’s heats include those that push for love and unity. The main reason why ads are created is to make products look relevant. Alcohol is one of the products that is associated with things it does not result into. However, the advertisements cannot be considered evil especially if they abide by the law. For instance, statements such as alcohol is not to be sold to people under the age of 18, excessive consumption of alcohol is harmful to your life and do not drink and drive or operate heavy machinery distance the product from ill intentions.

Submitted: May 30, 2017

A A A | A A A

Submitted: May 30, 2017

A A A

A A A


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The American society has one of the most diversified cultures on earth and this has not only introduced but also deep rooted different practices in the American people. People may have different believes and practices but nature has a way of intermarrying their diversification to come up hierarchies of levels of acceptance of the different believes. besides practices, there are also products and goods that are being injected in the market that do not appeal to entire society. People have become extremely selective on what they allow to get to them and their families. Besides trying to maintain originality, some people shun off certain products due to the health effects. However, manufactures have perfected the art of advertisement. Behind the harshness that people depict when resisting penetration of certain products in their market there lies weakness that is exploitable through motivational and psychological strategy. Let us take an example of alcoholic beverages. a considerably large population of Americans consider drinking a vice that results in several non-admirable practices. Alcoholics are associated with inability to keep a family together and drinking has been banned in a several premises. Also, road accident, rape cases as well as disruption of peace and disorderliness have been associated with drinking. The way alcoholic beverages are advertised not only in America but across the entire worlds portrays something very different from what we people who have tested alcoholic beverages know.  There are advertisements that relate alcohol to fierceness and the strength of a lion when actually it can weaken one to a point of not being able to walk. Several alcoholic beverage advertisements are geared towards showing drinkers that alcohol is a product for the elite. It is for people who can handle themselves besides belonging to the royal class. In fact, some of the most expensive alcoholic drinks are advertised in a way that says ‘this is for the elite only’.

The Icelandic toasted porter advertisement on ‘face the darkness’ is one of the cleverly constructed alcoholic drink ad. At the beginning of the advertisement, a question is asked about what makes men fear the dark. Honestly, what is it that makes a man fear darkness? Is it because they do not know what the darkness holds or because they do? This question triggers the mind to think and because the answer is not an obvious one, and probably it lies in the advertisement, you will be glued to watching the advertisement. During the initial stages, alcohol is not brought in the picture because the advertisers know that judgmental individuals will stop watching the ad once alcohol is shown. Therefore, the ad is purely about discovering why men fear darkness. At this point, you will see the two face of the American dream. “the American dream has two faces; the one communally egalitarian and the other competitively elitist” (Solomon, 167).  the American dream is all about making the country great and pulling the brother along. However, deep inside the hearts of individual there lies need to grow personal social status and become distinctive regardless of who you step on and who is lying below. Alcoholic beverage drinks are owned by very rich families. For instance, the William Lawson and sons, Johnnie Walker and sons, Grants and sons, Chivas Regal are all established business families.  The alcohol drinking society is a mixture of people from different backgrounds. The advertisements do not discriminate between people seeking to drink out of success and those drinking out of failure, those drinking because they can afford it and those drinking because they cannot afford some things and they are hiding behind alcohol. The attractive part in the Icelandic toasted porter beer advertisement is the kind of monster used. The environment in which the advertisement is set is also very commanding. There are very strong tides that are blowing but the monster portrayed passes through them ready to devour its prey. Normally, a person being faced with such a situation is supposed to take off. However, the character in the ad is portrayed as a very confident man not afraid of the monster. The monster gets very close that the most person ever will be shaken and move behind. However, the character in the advert dos not. Instead he uses the grizzly teeth of the vicious monster to open a beer bottle. Two things emanate from this advertisement that are contrary to what would happen in an ideal situation. The first thing that the audience is being told is that drinking the beer gives you confidence to face the darkness as it can help you decipher what it holds. Second, the advertisement is trying to tell the audience that it is associated with creativity-using the teeth of the monster to open the bottle top of the beer.

Another advertisement that has been used to show mightiness in alcoholic beverages is the Corona of Mexico. This advert is very much appealing to the spirit of togetherness that any peace loving individual will be attracted to the product being advertised despite the obvious harm. Just like other alcoholic beverages, the advertisement does not allow the viewer to know that it is alcohol they are advertising. The advertisement begins by creating an appeal to the audience by portraying Corona as a very official and noble organization. They take an initiative to write to two rival teams asking them to come together for a photo. Normally, football teams do not mix up while taking a photo. The ad creator know that people adore unity and togetherness. Therefore, they went ahead to conduct research on two things that can do not happen but can happen. The main reason why the advert does not use impossible situations is to make it practical. As far as the ad has been spiked, it should not be super fake. People are deeply carried away with the need to see a united word. Be it on the television or on print media such as books, “readers do care, and no, most of them were not aware of the advertisements control over the words and images around it” (Steinmen, 198).  The audience will want to be associated with anyone or anything that uses words or images that unify the world. Corona does not tell the audience that it will be united if they use their beverage in this advertisement. The ad is very strategic. For example, the fist ad discussed directly links itself to brevity.  The second ad is more intelligent as it does not tell the audience ‘you will be brave if you drink me’. Instead, the enterprise portrays itself as a unifying factor. Therefore, upholding and promoting it by buying its products will sustain it hence enable it to continue with the peace preaching mission.

In conclusion, it is not strange to come across an advertisement using a completely different ideal from what it is actually selling. Most products which are viewed negatively in the society or those with age restrictions are not put first in an ad. Most ads will look for ideas that either move people’s hearts, motivates them or gives them hope. Ideas that move people’s heats include those that push for love and unity. The main reason why ads are created is to make products look relevant. Alcohol is one of the products that is associated with things it does not result into. However, the advertisements cannot be considered evil especially if they abide by the law. For instance, statements such as alcohol is not to be sold to people under the age of 18, excessive consumption of alcohol is harmful to your life and do not drink and drive or operate heavy machinery distance the product from ill intentions. 


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