Advertising - Ad Campaign Analysis Term Paper

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Likewise, her mannerisms, body positions, movements, facial expressions, makeup, and her attire selected for the commercial reinforce sexuality and physical attractiveness throughout (Gerrig & Zimbardo, 2001).

Logos:

The appeal to logic takes the form of the only spoken words in the advertisement.

The words "sexy," "powerful," and "attitude" are repeated throughout the commercial, uttered in a sexual, breathy female voice. The clear message is that use of the product will increase a woman's sexiness, give her power, (presumably with respect to men who will find her irresistible), and that the more physically desirable and attractive a woman is, the more of an "attitude" she can afford to have and still get away with, (again, presumably, with respect to men).

Similarly, the words "be envied," are intended to appeal to one of the most shallow and empty impulses of the least mature and most self-obsessed individuals who derive satisfaction from inspiring the envy, even, the envy of complete strangers. Finally, the words "won't you come inside" also are intended to appeal to the same impulse, in their connotation of exclusivity, such as commonly used in connection with exclusive" clientele or "exclusive" nightclubs accessible only to the famous and beautiful people (Ogilvy, 1983).

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Target Audience:

Despite the words on the screen "Not for sale or use by individuals under the age of 18," it is difficult to believe that teenage girls are not part of the intended audience for the advertisement. The manufacturers of diet products know as well (or better) than anyone else that adolescent females are often obsessed with their attractiveness in general, and their weight, in particular. Likewise, they are among the most interested audience in the types of programs similar to Anna Nichole's reality show.

In general, the audience targeted includes all females who identify with the message of the importance of losing weight to maximize their attractiveness, sex appeal, and power, in relation to men, in particular......

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