Advertisements offer effective examples that show how language and visuals can manipulate us and may be the most pervasive “arguments” in our culture. As you analyze the appeals in the advertisements below, consider the power of the advertising industry as described in the online article “Madison Avenue Continues as Advertising’s Economic Center.” Pay attention to the numbers in the article as you read.
As of October 14, 2010,
. . . advertising expenditures overall account for $5.8 trillion of the $29.6 trillion in total U.S. economic output, nearly 20 percent of the country’s economic activity . . . . The ad expenditures support 19.8 million of the nation’s 133.4 million jobs, about 15 percent. . . . Each million dollars of ad spending results in the creation of 69 American jobs.
These staggering numbers explain why everyone in our society is constantly confronted by ads.
Another article discusses the effects of advertising on students:
Source: Vintage Coca-Cola advertisement, Wikimedia Commons
Unless students understand how to read and analyze the language of the symbols and images bombarding them, their identities will be shaped unconsciously. And because advertising’s portraits reflect essentially insecure identities, the images promoted point the way to more, rather than less, emotional emptiness. Advertising’s images of human relationships and sexuality make playing the game of measuring up to Madison Avenue downright crippling. (Moog, Carol, “Ad Images and the Stunting of Sexuality,” 1994)
The close examination of ads can make us conscious of their purpose and whether or not they work on us. (Note: Generally, the more text there is, the greater the appeal to logic. The less text there is, the greater the appeal to emotion.)
Source: Geico advertisement, New York Times
First, analyze the image and the text of the ad. You do not need to write down the answers.
Second, draw inferences from the ad.
Sample Response:
It’s a recognized cultural icon.
CloseSample Response:
To look more intelligent, even professorial.
ClosePeople who need to purchase car insurance.
CloseSample Response:
Amusement. Because having a lizard say anything at all is funny, and to make it “intelligent” is even more so.
CloseLogic.
CloseSample Response:
Save hundreds of dollars—appeal to the pocketbook.
CloseSample Response:
Yes. Non sequitur—it does not follow that, just because Geico is associated with Warren Buffet, the company will sell you a money-saving policy.
CloseFirst, watch the video of the commercial closely. Then watch it once more, and consider these questions about the content:
Source: Toyota Loch Ness Monster Funny Commercial, CarCommercialsTV, YouTube
Next, draw inferences from the commercial.
To sell the Toyota Vios.
CloseYoung car buyers.
CloseSample Response:
The surprising ending with an aquatic monster grabbing the jogger and setting the car back up as a trap for the next curious person—lunch!
CloseSample Response:
It’s emotional because there’s no dialogue. There are just a few words at the end of the commercial—and the monster’s use of the car as a lure is a delightful twist. We don’t expect it.
CloseSample Response:
Aquatic monsters are myths. Even if they did exist, they wouldn’t use cars this way. The advertisers probably know that a viewer of this commercial would not buy the car based on what happens. But the viewer will definitely remember it!
Close