Advertisement Analysis

Advertisements try to draw you in, whether it is hooking you with a song you’ve heard, or with images of good looking people, landscapes, or food.   All advertising does is try to get you to buy their product, no matter who it is.  The use and play on our emotions as the advertisement plays on is one of the most powerful tactics that a business can do when advertising. Our way of thinking is decided up into two categories, system 1 thinking and system 2 thinking. System 1 thinking is an intuitive way of thinking, these are thoughts that do not need to be expressed by words. It is fast to react and learns through repetitive experience over time. System 2 thinking is a slower way of thinking that is more analytical and and rule-governed. (Orlando Wood, How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model) Advertising targets the system 1 way of thinking because we as viewers have quick responses to the images and music we hear in a commercial.

“Think back for a minute and try to think of anything that you’ve purchased where your emotions haven’t played a major part in the decision process. We use our emotions to help visualize ourselves benefitting from the purchase of a particular product or service. When was the last time you bought something that there weren’t any emotions attached to the purchase?” (Williams, Emotional response Marketing- The Key To Producing Results!) People subconsciously make connections in their brain everyday. These subconscious bridge ways that our brains form are one of the things that the advertisers are going for. When we hear or see something that makes us feel a certain way we think about all of the good or bad memories that come along with it. This commercial by Dodge Ram emphasizes the pain and hard work we as americans have to do. At the same time it makes you feel happy because you are working for everything you have. This instills gratitude and a feeling of achievement. The narrating voice in the background has a low mono tone voice. A voice that paints a picture of a weathered, wrinkled, old, wise man. A man who works and provides for his family. It glorifies farming, not large scale industrialized farming, but small local farmers who consider their farm their livelihood. “It is a hierarchy-of-effects model, assuming that we move from unawareness to awareness, from awareness to understanding, from understanding to persuasion, from persuasion to purchase.”(Orlando Wood, How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model)  This quote shows the way of thinking that goes through our minds when we watch commercials. We see the object being sold and think about how, in some way, they could make our lives better. The advertisers use pathos to grab a hold of us. They use our emotions to keep our eyes glued to the television screen. We feel sad, happy, angry, ext. about the scenes that we see in the commercials. In the God Made a Farmer add, emotions such as pride, happiness, gratitude, and nostalgia rush into our bodies. The pictures of farmers that have been working their whole lives but are happy with what they do makes the audience want to be there with them or to be an American farmer.

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The word cloud has the important words made bigger such as familiar, experience, attention, past, events, and so on. These words are some of the actions that goes though our head when we see a commercial the triggers an emotional response. This commercial connects the farmer to the american made car. The advertisement subconsciously links the american farmer, who works hard and doesn’t live a lavishing life, with the american truck, made for middle class families who need a work vehicle. This initial instinctive “emotional” response determines three things: how much attention we will pay to the event that triggered it, what our conscious response will be, and how deeply our memories of the event will be entrenched. (Brown, Emotion in Advertising- Persuasive, Yet Misunderstood) Advertisers try to find a way that will hook us to ensure that we keep watching the commercial and hopefully buy the product. This advertisement is directed to farmers but also to middle aged men, young men who aspire to own it, and the hard working American.

Sources:

http://media.brainjuicer.com/media/files/How_Emotional_Tugs_Rational_Pushes-Orlando_Wood-JAR-March_2012.pdf

http://www.wpp.com/wpp/marketing/advertising/emotion-in-advertising/

http://www.bankersonline.com/marketing/produce.html

Food for a rising population

In the book Food Security Politics and the Millennium Development Goals, Phillip McMichael touches on the topics of sustaining a suitable food source for the ever expanding population. With the population rising, the demand for energy exponentially elevates. This leads to more use of the energy we are trying to ween our selves off of, fossil fuels. The fossil fuels emit green house gases into the atmosphere which in return rises the over all temperature of the earth. Scientists have not had much time to do research since the global climate change theory has not been around for too long. One thing scientists have been able to see is the increasing intensity of storms. This means that our crops will be flooded if they are planted too close to a water source.

When these catastrophic storms wipe out farmers land that is used to supply a local area with food, the whole world feels the stress because more energy is put towards preparing and transporting the food to the countries in need. This also means that the wealthier countries have to step up and send relief packages of food. This is hard to do when your country is up to their eye balls in debt. To keep trade relations strong  and just to do the right thing, these wealthier countries have to send food to those in need, even if all they can afford is to send bags of rice. It saddens me to think about how the United States military spends enough money each year to resolve world hunger, but of that money, not even a chunk is being sent to starving nations.

Work Cited:

McMichael, Phillip. Taylor and Francis Online. 1st ed. Vol. 32. N.p.: n.p., n.d.Routledge. Web. 13 Feb. 2014.

Online Book URL:

http://www.tandfonline.com/doi/full/10.1080/01436597.2011.543818#tabModule

 

Coke, the new water

Marion Nestle Wrote an article in the Food Politics called “Coca-Cola fights obesity? Oh, Please.” This article addresses the deception that Coke displays to America through advertising.  Coke, just like all other soft drinks are not a healthy drinking choice.  Just like any other big corporation, Coke tries to keep the money rolling in and keep the truth about their product as quiet as they can. It doesn’t help when our Government lets the Coke product be sold in America when it is not aloud to be sold in many European countries. This makes me wonder what is in the product that the Europeans do not want to put into their body. Maybe it is just that they have seen what soft drinks can do to the youth of the populations.

Coke used to be a drink that was used for medical purposes but then the formula got changed slightly and it was the new best soft drink. Just like energy drinks, they are bad for you, they do give you a rush of energy but it is fallowed shortly after with a crash where your body is sluggish and all you want to do is find a nice spot to take a nap. Stated in the blog, Marion shows the steps needed for Coca-Cola to actually fight obesity. Most of which are simple things that the Coca-Cola company could easily stop, such as marketing towards kids or low-income minorities.  It’s not the problem with all of the children that are becoming obese at earlier ages, its the problem with the drink that they are being given to drink on a daily basis.

Work Cited:

Nestle, Marion. “Coca-Cola Fights Obesity? Oh, Please.” Web log post. Food Politics. Food Politics, 16 Jan. 2013. Web. 13 Feb. 2014.

Blog URL:

http://www.foodpolitics.com/2013/01/coca-cola-fights-obesity-oh-please/

Are we eating fake food?

The Guardian posted an article that was written by Felicity Lawrence about fake food and the mislabeling in stores. Food is the fuel we put into our bodies to get us through the day. We make conscious decisions about what we are going to eat everyday whether it is from the grocery store, food stand, or restaurant. I’m sure I am not the only one who wants to know what is in the food that I’m about to eat. When we go to a grocery store we go into it with an inherent trust that what we are buying is healthy to put into our bodies and is true to what the labeling says it is. The government needs to step up and start regulating the food market more than they have been recently, more than a third of the food that was tested had been found to have some problems mainly mislabeling or food additives.

Meat is one of the products that is most easily mislabeled. The food can be processed and mixed up with other meats or chemicals to make a “fake food” that is still edible. There is not a lot of ongoing research on what can happen to the human body when given food that is pumped full of hormones and chemicals. The Horse meat scandal that spread across Europe is one of many examples of food being distributed as one type of meat but actually being a different type of meat. “Ham, which should be made from the legs of pigs, was regularly made from poultry meat instead: the preservatives and brining process add a pink colour that makes it hard to detect except by laboratory analysis.” (Lawrence) This worries me, not because I don’t like poultry, but because this shows how deceiving some massive food corporations can be.

Work Cited:

Lawrence, Felicity. “Fake-food Scandal Revealed as Tests Show Third of Products Mislabelled.” Web log post. The Guardian. The Guardian, 7 Feb. 2014. Web. 10 Feb. 2014.

Article Page:

http://www.theguardian.com/world/2014/feb/07/fake-food-scandal-revealed-tests-products-mislabelled