ADADADADAD - Vidovic 1 Sara Vidovic Professor Smith English...

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Vidovic 1 Sara Vidovic Professor Smith English 100 J8 August 12, 2011 Affiliation We are attacked daily by hundreds of advertisements, only a few of which actually capture our attention. Although there are many advertisements making them easy to ignore, a lot of thought goes into making these ads. This is because according to historian Stuart Ewen, in his book Captains of Consciousness , to create a “continually responsive consumer market,” advertisers need to adhere to a “universal appeal” that will apply to all classes, low to high. Since everyone has it, instinct is often the universal characteristic that advertisers attack at the expense of presenting a product’s utilitarian qualities. Because advertisers target the instinct for prestige, acquisition, and social advancement rather than the more primitive instinct for food, water, and sleep, the public is made to feel inadequate in an effort to make consuming look like the easy solution to anything. After conducting research on author Jib Fowles’ fifteen basic appeals and watching several television ads, it is clear that advertisers tend to depict negative scenarios to instill a fear of rejection from society in attempt to appeal to
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what Fowles calls the “need for affiliation,” or the need to associate with others. Vidovic 2 Instead of presenting positive images of affiliation or friendship to portray that a certain product would make an individual happy, advertisers show people without a certain product in a negative light as if not having a product will lead to social isolation; this strategy makes the product in question seem like a bare necessity. Hence the “need” emerges in Fowles’ “need for affiliation.” For instance, in a Cheetos commercial featuring three construction workers evading the duties of their job to “party,” in an unfinished house, one construction worker without any Cheetos is shown outside the house wanting to come inside to join the social gathering. As soon as this construction worker makes his presence in the doorway, Chester Cheetah immediately shuts off the music cuing the dancing construction worker to stop. The fact that a mere cartoon’s actions dictated a human’s behavior shows the dependence that Cheetos affiliates have on the product and the strong bond among Cheetos lovers that the other construction worker is not a part of. In addition, When asked if they’re having a party, both construction workers and Chester answer no, close the door on the worker as he starts to speak, and continue playing the music
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ADADADADAD - Vidovic 1 Sara Vidovic Professor Smith English...

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