The imagery in this ad of a couple targets the

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The imagery in this ad of a couple targets the audience of those who long for a romantic relationship where the couple shares the same vision and together fulfill the “American dream” of building a dream life and starting a family. Jib Fowles, a media studies educator born in 1940, wrote many books enlightening on the tactics used to manipulate our opinions and desires in the media. One of his well known publications is “Advertising’s Fifteen Basic Appeals” where he introduces fifteen of our needs as humans and how those are used in marketing. One of Fowles’ points is the need for prominence utilized here in this advertisement. The dreamy blurred edges in bright sunshine make the couple appear important, successful and desirable, tapping into our need for others recognition. Their faces filled with delight tells a story by romantic wedding style pose symbolizing their idealistic love. A stereotypical portrayal of what people’s dreams arehas been induced in our minds by nearly every film and advertisement seen, as most see marriage as ‘a public marker of their successful union.’ As Cherlin puts it, in America today, getting married is still “the most prestigious way to live your life” (Catron). Yet not everyone wants to be in a heterosexual relationship, buy a house, and start a family. In fact, “In 2010, when Timemagazine and the Pew Research Center famously askedAmericans whether they thought marriage was becoming obsolete, 39 percent said yes. That was up from 28 percent whenTimeasked the question in 1978” (Cherlin). There's no doubt that this stereotype is less desirable. The problem is, “Many people don’t realize that they are conforming to society’s standards because it is instilled in us from the beginnings of our lives. Without standards we would not have anything to base things off of ''(ajd6056).These images imposing that this is howlife's supposed to be can leave people feeling as if they’re not successful or admirable for their
pursuits and achievements or search for their true dreams.

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Term
Fall
Professor
Chatham
Tags
Advertising, Mass Media, Jib Fowles, Better Homes, Gardens Real Estate

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