Model_MV_Essay[1] - Students Name English 104.xx Baldwin...

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Student’s Name English 104.xx Baldwin 10-28-2009 Teasing with Success People have many ideals, yet they do not live up to them. Advertisers use those ideals to present their products to the masses, and lots of people will try to buy the product advertised to reach those ideals. The advertisements are reflecting the ideals that most do not live up to, and that is the illusion. Jack Solomon elaborates on that in “Masters of Desire: The Culture of American Advertising”, he uses the “American Dream”, and America’s strive for an egalitarian society as a core example. Jack Solomon explains that Americans want to climb to the top, yet we desire equality for everyone. That creates a paradox, and it is frequently used in the marketing industry. How does the marketing industry exploit that illusion? Jib Fowle explains his observations in “Advertising’s Fifteen Basic Appeals”. He claims that there are fifteen emotional appeals that every advertisement strategically uses to get our attention. For example, the advertisements used Saturday Night Magazine appeal to college students, but it’s not random. The magazine includes articles on entertainment, and news. Articles such as “Ten Things To Do During A Boring Lecture”, and “50 Things To Do Before You Graduate” are obviously targeting students attending college. Therefore advertisers know the audience of the magazine, and target them. In order to target college students effectively they have to appeal to them by identifying what they most desire. The advertisements in Saturday Night Magazine promise college students a successful future.
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College students want to be in beautiful places because that’s where they will be once they are successful, so Le Cordon Bleu, a culinary school, uses the appeal of aesthetic sensation in their advertisements. Why would this culinary school attempt to advertise to people who are already enrolled in a college? Many college students are undecided on what path will take them to success, and some students have friends who are also undecided. So Le Cordon Bleu tries to appeal to these students who are desperate for success by using the appeal of aesthetic sensations in their advertisements. They have a group of graduate chefs throwing their hats in the air, but behind them is a fresh cloudscape. The picture of the
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This note was uploaded on 09/23/2011 for the course ENG 104 taught by Professor Georgiag during the Spring '11 term at S.F. State.

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Model_MV_Essay[1] - Students Name English 104.xx Baldwin...

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