1.) What is the argument of the advertisement?
2.) What techniques does it use to convey that argument?
3.) Who is the advertisement designed for? (Who is it the target audience?)
4.) Do you find the advertisement convincing? Why or why not?
Click on the ads to enlarge the images. Post your responses in the COMMENTS section of this entry before class on Wednesday.
16 comments:
1.) What is the argument of the advertisement?
The Bacardi advertisement reinforces stereotypes of gender roles. “Librarian by day.” The stereotype of a librarian is a quiet, humble lady with glasses. The juxtaposition of that (Bacardi by night) would be a crazy Girls Gone Wild type. This is unrealistic and a hetero-male-created fantasy. Women don’t fit into molds.
It also argues that drinking Bacardi makes you sexy. She has a lower back tattoo of the company symbol (the infamous tramp stamp). How sexy! She’s wearing next to nothing, because, ya know, you can’t control those librarians at night.
But more than anything, this advertisement objectifies women. We only see half of her body, and the back of it. We don’t see her lower half and, most importantly, her head. Women in advertisements are routinely shown as parts of their bodies and not their whole bodies. When you cut off a woman’s head in an image, the implication is that her head and her brain are meaningless and not even worth showing.
The argument of the U.S. Army is that people, but they’re really aiming at men, are supposed to serve their nation through the armed forces. No one is born to be anything except human.
The image could be intriguing to some. The officer being pinned looks all proud and stuff.
2.) What techniques does it use to convey that argument?
The Bacardi advertisement uses sex. If you use their product, you will be walking sex – if you’re lucky enough to have legs.
The U.S. Army advertisement appeals to the pathos of the audience. Who doesn’t want to be told that they were born to lead? That is a pretty compelling argument and might convince people to act upon it.
3.) Who is the advertisement designed for? (Who is it the target audience?)
The Bacardi advertisement appeals to women in that it is telling them that it is ok to drink (Bacardi), because you are a different person at night. You’re not a librarian, you’re not yourself anymore, hell, you don’t even have a head.
The U.S. Army advertisement’s target audience is young people who may or may not be interested in the armed forces. All of their advertisements argue that the only logical pathway is to enlist.
4.) Do you find the advertisement convincing? Why or why not?
No, the Bacardi advertisement just pisses me off. Though I imagine it triggers many young women’s emotions.
The U.S. Army advertisement also pisses me off. It makes the whole process sound so simple. A couple weeks here, a couple weeks there, you’re an officer. And then what? Why don’t they advertise what happens to you next?
I’m not convinced.
Bacardi Ad
1) The main argument of this advertisement is that you should buy Bacardi.
2) The ad pushes the above argument by appealing to human sexuality. It shows a beautiful, half-dressed woman holding the product (a glass of bacardi) with the caption “Librarian by day, Bacardi by night.” The ad basically says, “This woman drinks Bacardi. If you want a woman like her, you should drink Bacardi too.” They could have put the caption “Want to join her?” in the ad and it would get the same basic point across.
3) The ad is designed primarily for men (and possibly lesbians). The woman in the ad is very attractive (her body is anyway, we can’t see her face) and most men (or lesbians) would love to be with a woman like her. On the other hand, it could also be targeting women by saying that, “This is what you could be like if you drink Bacardi.” It adds to this with the caption “Librarian by day, Bacardi by night.” This indicates that no matter how dull your job may be, you can still have a good time if you buy this product.
4) Personally, I don’t find the ad convincing for several reasons. The first of which being that I am kind of a loner. I don’t really care what other people think about me, and I don’t like going out to clubs or bars. The second reason I don’t find this ad convincing is because it doesn’t describe the product at all. It’s all focused on the woman, rather than the product. The whole argument for the product is the beautiful woman. Maybe some people are sold on that idea, but personally, I’d like to know more about the product other than that people like this woman enjoy it. I need more evidence that it’s actually a good product.
Army Ad
1) The argument of this ad is that you should join the army.
2) The ad argues that if you join the army, you will be stronger for it. The ad pushes this with the line “Become the leader you were born to be.” It is telling you that by joining the army, you can be more than you are now; that you can “fulfill your destiny” so to speak. It also has the line “You can make a difference,” which is telling you that you are important and if you join the army you can show how important you are and people will like you for it. It also shows a picture of a soldier being given a medal or some other “trophy” to commemorate his accomplishments. It is a picture of success. It says “this could be you if you join the army.”
3) The advertisement is designed for anyone who might be interested in joining the army. This includes college students, high school grads (and soon to be grads), and anyone else who wants to serve their country. Interestingly, though, nowhere in the ad does it mention anything about helping pay for school or any special kinds of training you can get that would help in any career other than being a soldier, which makes me wonder if the ad is really directed at college and high school students at all.
4) I did not find this ad very convincing, though it was slightly more convincing than the Bacardi ad. I didn’t find it convincing because there isn’t much evidence that you’ll gain much benefit from joining the army. Sure, they say that you’ll be given the “direction, training and skills you need to become a leader in the Army and a leader in life,” and that you will be “respected as a Soldier, an inspiring leader and a servant of the nation,” but all of this is in small print off to the side. It’s like none of that is really important, what is important is that you can “become the leader you were born to be.” But not everyone was born to be a leader. It just doesn’t seem like they stress any of the benefits you gain from joining the army and instead they just want to make you think of yourself as the “Great American Hero!” which is nice and all, but personally I’d like to know that this will actually benefit me 10 or 20 years from now.
The main argument of the Bacardi advertisement is the asscoiation with sex and alcohol.
The Bacardi ad uses sexual fantasy to appeal to the audience. There is a sense of "becoming," in the ad. "If you drink Bacardi you will appear sexy and sophisticated."
I think that the advertisement would appeal to men. The woman is provocatively dressed seen holding a bacardi. This would reasure the man that he too can become sexy if he drinks bacardi.
No I don't find the Bacardi advertisement convincing. The only thing I can see is an exploited woman holding a beverage. Not appealing.
The U.S. Army ad reinforces the masculine stereotype that men should serve our country and in doing so will become "heroes."
The ad's tagline is meant to appeal to the audience's pysche. The idea that they can become a hero if they join the army.
I think the target audience of the U.S. army ad is teenagers. The ad is designed to propose a sense of accomplishment if they enlist. To make something of themelves.
No I don't find the ad convincing. It proposes a false idea of unity, and accmplishment. All of these things can be obtained without joining the armed forces.
Image One
1. The argument of the advertisement is that Bacardi will turn a boring, geeky person into an attractive outgoing person.
2. The techniques used to convey this argument is that the female in the picture is very attractive and the pose that she is making makes her look confident. At the bottom of the ad it says “Librarian by day, Bacardi by night” which gives the viewer the impression that by drinking Bacardi, they will also become an attractive and confident person. Showing the female drinking Bacardi while posing also implies this image.
3. The advertisement is designed mostly for females. They feel that they will become this attractive person after drinking Bacardi. It also can be an advertisement slightly geared towards males. They see this and think that attractive girls drink Bacardi and that if they see an attractive girl in a bar, they automatically assume that they like Bacardi and will buy them a drink with Bacardi in it.
4. Upon glancing at this advertisement I felt it was convincing because there is an attractive girl drinking Bacardi, but upon analyzing the ad, it lost its convincing edge and made me realize that Bacardi won’t really do this.
Image Two
1. The argument of this ad is that everyone is born to be a leader and that by joining the army, you can unlock this potential and become powerful and respected.
2. The techniques used to convey this argument is that the person is standing tall and is proudly receiving a medal. He looks powerful and respected. Also, in the writing below the picture, it says that you will become a respected soldier. By putting the American flag in the background, it conveys a sense of patriotism as well.
3. This ad is geared more towards people of lower status. I think this because they want people to think the only way they can become more respected and powerful is by joining the military. It is probably geared more towards males than females because the person in the image is male. I do think that the ad would work well for females too because they want to be just as respected as males and would want to prove that females can be just as powerful.
4. I find this ad very convincing. It makes me feel that by being in the military I would be more respected and more patriotic. The ad makes the military look like an amazing and honorable institution that anybody can achieve as long as they join.
Image One
1.The argument of the first advertisement is that sexy women drink bacardi, and that drinking bacardi makes a woman sexy. By day, she is just a normal librarian, but by night, she is a 'bacardi'. What actually is a 'bacardi'? Are they calling her an alcoholic drink? Nice. Since she has on hardly any clothes, she is representing her sexuality as a woman.
2.The girl holding the beverage obviously has a sexy body. Most women would not objectify to looking like that. It uses sex appeal to both men and women to get them to buy the product.
3.I think the target audience is for both men and women. Men want a woman that looks like that, and women want to look like that. She is obviously sweaty and has a nice body giving the sense that she is sexy.
4.If you really think about it, the ad is not convincing. Drinking alcohol doesn’t make you look like the woman in the ad, it does the opposite. It’s a fantasy that men love though, women and alcohol. The ad is trying to glamorize a simple drink.
Image Two
1.The argument is that all men were created strong, and to be able to fight for their country. Not all men are born leaders, and especially not Army type leaders. The ad is trying to make a man feel macho by achieving his destiny of becoming a leader.
2.It uses the technique that all men could help, when in actuality, all men aren’t right for the army. By saying they are born to do something leads to the conclusion that is all their life is cut out to be. It sends them on a guilt trip making the men feel like they have to do something, because the army is telling them they can make a difference.
3.I feel the advertisement is designed for men at younger ages. They may have no direction in life, but they were ‘born for the army’. It makes me think of the older generations that had drafts. They had to go no matter what, but now Americans have to come up with catchy signs and gimmicks to get men to join.
4.I actually do feel that ad is convincing. Many people dream of making a difference in their life, and this ad says they will accomplish that. When you are born for something, it means it’s like your life destiny. This ad may make a man feel it is actually his destiny to join the army and help out.
Bacardi Ad
1. The argument of this advertisement is that drinking Bacardi can turn a “good girl” by day into a “bad girl” by night. I also think it argues that drinking Bacardi will make you sexy and more attractive. I think the ad could also argue that this beverage can make you more outgoing. I think this ad is the perfect example of the “promise of personal transformation” the book talks about on page 145.
2. The main technique used in this ad is sexual appeal. The woman in the ad is shown posing in a stance that shows off her body and she is hardly wearing any clothes. She also has a tattoo of the logo on her lower back and by the way the light is shining on her body and how her hair is tangled at the ends it appears that she has been dancing, most likely at a bar or club.
3. I think this ad would definitely attract the attention of heterosexual males and make them associate Bacardi with attractive women. However, I think this ad argues more towards women. It argues that drinking Bacardi can make them sexy, young and fun and that it can transform them from their boring day job title into a wild and free nightclub girl.
4. Personally, I don’t find the ad convincing. All the ad is doing is reinforcing stereotypes (and negative ones at that). Very few women look like the women in the ad and just because you drink Bacardi don’t mean you are going to become “attractive”.
Army Ad
1. The ad is arguing that by joining the army you can become one of the nations leaders and make a difference in the world. I also think it argues that by joining the army you can help protect the United States and be a hero.
2. I think the main technique of this ad is its appeal to people’s emotions. No one wants to say that they aren’t “born to lead” or that they don’t want to “make a difference.” It makes people feel as though it is their duty to join the army and serve the nation and that if they do so they will be highly respected.
3. The target audience of this ad is men. In our society men are socialized to be strong and protective. It is also men that have traditionally served in wars and it is men that are drafted. I think the ad is also targeted towards younger men because I think it tries to say “look what you can make of your life if you join the army.” I think technically this ad can appeal to either gender but that it is specifically geared towards males.
4. I personally don’t find the ad very convincing because I believe that you can achieve success, make a difference and be respected without joining the army. However, I know of several people that have decided to join the army after seeing commercials and ads similar to this one. I think the ad offers a compelling argument and is probably more convincing towards men than women. I think men will find the argument more convincing because of the way society generally associates men with fighting in wars and how men are socialized believing they need to prove their strength in some way.
1) The Advertisement's Argument
The Bacardi ad is obviously trying to get you to buy the product, but to look at it further it's trying to appeal to girls, (you'll be like her if you drink Bacardi) guys, (you'll get a girl like her if you drink Bacardi) and even ‘librarians’ by saying even if you are the stereotypically quiet, reserved type you can transform into the cool party type with tattoos if you drink Bacardi.
The United States Army ad is trying to recruit people to join the armed forces. The man in the photo is portrayed as very proud and strong, so the ad is trying to say that everyone who joins the Army will be like that after their tour or duty has been served. Not to talk down the army!! but the ad mentions nothing of the hard work, training, or the possibility of being sent to Iraq (not to mention dying for your country).
2. Technique to Convey Argument
Obviously sex appeal is a big technique used in the Bacardi ad. (you’ll be sexy and look like her if you drink Bacardi)
Popular army phrases of “Become the leader you were born to be” and “You can make the difference” are used here. Most Army ads seem to appeal to or mention YOU in particular (be all YOU can be). Their arguments are really convincing.
3. Target Audience
There is a vast target audience for the Bacardi ad –anybody who wants to appear young, sexy, cool, and attractive like the girl in the ad should drink Bacardi. Mostly girls who want to be like her and guys who want her) Ads like that catch everyone’s eyes so they’re used the most often. The target audience of the Army ad is mostly men. It’s trying to portray that you can be strong, confident, and very secure in yourself just like the guy in the ad after you join the Army
4. Convincing Argument?
I find both ads very convincing and I don’t think these two or other similar ads would be used at all if they weren’t. Nearly all the Army, Navy, National Guard, etc ads are like this one and the sex appeal technique is used to sell all SORTS of products –clothes, perfume, shampoo, alcohol, cigarettes, c.d.’s, magazines, etc. I think it’s safe to say that it’s used more than any other technique. (sex sells)
1.) What is the argument of the advertisement?
For Image one, the Bacardi advertisement argues that one can be smart, or intelligent, and have fun drinking and partying. They are trying to appeal to a broader group of people. For one they are trying to appeal to their audience through sex appeal. For the men she is just sexy and now her sexiness is associated with drinking Bacardi. For the women she is attractive, and since women know that men think the Bacardi women is attractive, they would not mind following in her foot steps. Everything revolves around sex.
For Image two, the Army advertisement argues a selective but broad message, as if, if one were to join the army that they are a destined leader simply because they were born. This excludes no one, but makes everyone feel that they are special.
2.) What techniques does it use to convey that argument?
For Image one, the technique used to convey the argument is obviously sex but it is also glamour. There is an attractive woman holding a Bacardi drink, she appears to be having fun possibly at the club. Even though one cannot see her face, the placement and position of the advertisement portrays a glamorous feel. It also uses envy. The average woman does not look like the Bacardi model.
For Image two, the technique used to convey the argument by appealing to ones emotions (pathos). There is a man standing in his uniform with a United States flag in the background. They use a portrayal of happiness and honor, and even patriotism to evoke emotion from its viewers.
3.) Who is the advertisement designed for? (Who is it the target a
Targeted audience)
For Image one, the advertisement is designed for young men, and women. They appeal to both of them through sex but differently. Like I stated earlier, the men are simply attracted to her and they associate her attractiveness with Bacardi. For women, she is to be envied. Now women are to drink Bacardi if they want to be envied and adored by men.
For Image two, the advertisement is designed for the person not a product necessarily. It is targeted not only towards American men but a diverse group of American men.
4.) Do you find the advertisement convincing? Why or why not?
For Image one, I do not find the advertisement convincing. It is played out; personally I think that there should be more creativity. An attractive woman has been used to sell almost anything in our society.
For Image two, I find it more convincing because it is for a common cause, to protect one’s freedom. It does not come across as manipulative. I also find in convincing because of its emotional appeal.
Advertisement #1
• What is the argument of the advertisement?
Life can be a party if you buy this product or you’ll have a good time when you bring a bottle of Bacardi. This is a more lax environment maybe party .
• What techniques does it use to convey that argument?
Sex sells period. She seems like she is walking around in the party. She a lure she is dressed to be out in a party hosted in Miami or a city much like it.
• Who is the advertisement designed for? (Who is it the target audience?)
It would seem at first that the advertisement is meant to lure the men in and they seem like the primary target however, the women are targeted as well. The idea is the men want her and the women want to be like her. So in a sense it’s beauty and sex sells
• Do you find the advertisement convincing? Why or why not?
I personally do not find it convincing. Beside the tattoo on her back she is holding a random glass that could or could not have the product in it but it doesn’t even seem the advertisement is focusing on the product at hand. The viewer is bombarded with this shocking image and the focus is more on the girl. Its one of those advertisements that you have to think back like “what was product was that add selling again.”
Advertisement #2
• What is the argument of the advertisement?
It is a prestige to join the army everyone should want to do it. It almost mocks those who would not want to join. The fact that it says “Become the leader you were born to be.” If you turn it down that’s like saying I don’t want to be a leader or what I was born/destined to do.
• What techniques does it use to convey that argument?
The advertisement is completely in bold script and it brings attention to the words “You can make a difference.” To make it seem like an honor and a privilege to join which would make people want to join. It almost has the effect of a VIP room. The fact that everyone cannot get into it makes people want to get in even more.
• Who is the advertisement designed for? (Who is it the target audience?)
This adds is targeting young strong men. You can tell by the facial expression of the man and you can feel the presence he gives of just by having his uniform on. If they wanted an everyday Joe they might have shown a picture of a man with his family. So although it says you can make a difference, it has a way of narrowing down who can be in the army.
• Do you find the advertisement convincing? Why or why not?
I believe this argument is convincing. It makes joining the army seem like an adventure, although it is nothing like the way they describe would say it is effective in fulfilling the job it was designed to do.
Ad #1
1.) What is the argument of the advertisement?
Like what many people have already pointed out, the advertisement is clearly imposing the idea that if you buy their drink, you will become more attractive and appealing to the opposite sex. You can derive this argument from the ad because alcohol is often used to gain arrousal from people that you like because of lowered inhibitions, hence, if you drink this Bacardi, you will become more sexually appealing simply because you are drinking alcohol.
2.) What techniques does it use to convey that argument?
The ad imploys a sexual technique that encompasses everything from sex appeal to actual sex. This is obvious because first off, the woman is good looking and secondly, she is wearing minimal clothing and sweaty, that is very suggestive towards sex. You want that hot girl/guy to get in bed with you, drink this Bacaradi.
3.) Who is the advertisement designed for? (Who is it the target audience?)
I think the target audience is more age based because of the age of the woman in the picture. So based on the guesstimated age of the woman in the ad, I would say the targeted age is someone in their 20's.
4.) Do you find the advertisement convincing? Why or why not?
For me, the ad wasn't very convinving to me. I noticed what the ad was conveying, which is pretty obvious, but it didn't impose the idea on me that it was orginially intended for. I mean, the first thing that popped into my head was,"cool, a hot 'n sweaty chick" not, "oh wow, I need me some bacardi so I can get laid by hot chicks."
Ad#2
1.) What is the argument of the advertisement?
The ad is clearly conveying that if you want to become a leader of respect and dignity (who wouldn't), then join the Army, because they will make you one. It also seems to convey that if you don't join the army, then you won't become as respected or dignified, though this message is more subliminal to the reader.
2.) What techniques does it use to convey that argument?
I think the technique used in this ad is both argumentative and graphical design. It's argumentative because it's stating in a short bold sentence "BECOME THE LEADER YOU WERE BORN TO BE." You're going to be a leader, you always were; you just have to join the army! The ad is also graphical design because it's in black and white, classy, looks like a flyer back from the 60s, and just the different sections with different statements.
3.) Who is the advertisement designed for? (Who is it the target audience?)
I think the target audience is men that are probably in their 20s or early 30s due to the picture of a man looking clean, well shaven, and overall young. It's also shown in black and white, so I can see it being targeted to fathers that want their sons to look like the nice young gent in the photograph in the ad.
4.) Do you find the advertisement convincing? Why or why not?
Few ads convince me, and this is not one of them. I had no intention of joining the army when reading the ad, so I kind of disregarded it as just another Army ad trying to rally troops. However, I think that if one were to be really interested, I could see how the ad would be convincing.
Joe Dust
1. I think that the first advertisement is basically trying to get you to drink Bacardi because a. if you are a woman (especially if you are considered to be a normal or even conservative woman i.e. the librarian) it will make you sexy, or b. if you are a guy drink Bacardi because attractive women like it and thus will like you.
The Army advertisement seems to be aimed mostly at men (possibly even more narrowed down to African American men) and it telling them that they can better themselves and their lives by joining the army and making a difference in the world.
2. The Bocardi advertisement goes with the whole sex sells mentality of making people think they will look good or be surrounded by good looking people if they use the product.
The Army advertisement tries to play on the person's ego to make them feel good about themselves and attract them by saying their were born for this.
3. The Bocardi advertisement targets women who like I said may feel constrained with their day jobs/life and want to break out at night, and also men who will magically have attractive women flock to them because they have Bocardi.
The Army add targets young men about the college age, who may not be able to go to college and are feeling down about themselves (thus the Become the leader you were born to be).
4. For the Bocardi advertisement, no not really since I think the whole idea of sex sells is a joke from a guys perspective. You can advertise a bottle of Bocardi with all the girls you want but if the guy can't afford it, it makes no difference.
The Army advertisement can be affective if the viewer is in the right mindset. As I said, if they can't afford college or are feeling down and expect better of themselves, the Army is saying "Hey, don't be sad, here is your golden ticket to leadership and prestige."
Bacardi Ad
1. The argument is that you can instantly become a sexy woman just by drinking Bacardi. By saying "Librarian by day, Bacardi by night" suggests that a woman who works a quiet and focused job during the day can be changed into something wild when she drinks bacardi.
2. The tecniques used to portray this argument is the backside of a partially dressed woman with a tattoo of the company sign. It shows a sexy body without showing her front or her face, indicating that it is not at all important. But the whole purpose is to leave girls mystified about the way they can be looked at while drinking bacardi.
3. The target audience is definitely young to middle-aged women. Maybe those who are somewhat unhappy with themselves, their job or take on boring lifestyles.
4. I do not find the article convincing at all. There are so many advertisements like this, that show half naked women all over the page, and it doesnt matter what is being advertised. They can place women in anything and everything it seems. The promise of this article is not realistic whatsoever, with the majoritiy of woman not looking anything like this.
Army Ad
1. The argument of this ad to is say that as an American citizen, it is your duty to become a leader, i.e. join the army.
2. The techniques that are used to show this argument is for one, the black and white affect. There is an American flag in the background with a man giving a metal to a member of the army, who stands firm, with a straight face(maybe indicating discipline).
3. The target audience is especially teen men, as well as those in their 20s. Also, specifically those who are unaware of their future or possible career paths.
4. The ad is a lot more convincing that the bacardi ad, however it is someone "souped up". It is something that is definitely more realistic and can become possibe, but it isnt an easy pedistal to reach. Most young men enter into the military for finantial reasons and benefits so dont have a strong focus on becoming a leader for their country. It seems to explain a lot of print, and is a service for America, and not the promose of a unatainable figure while drinking bacardi rum.
The argument is that you should drink bicardi because you can become someone you are not seen to be when you do making you more "socialable".
The arguement is that if you army you are a man and it gives the "you can change the world type image".
The techinque it uses is sex. It implies if you drink bicardi you are sexy and or you will find a sexy girl wherever you find bicardi.
It capitalizes on how all ment want to feel important and what better way to feel important then you be a leader in the army.
I believe it appeals to both men and women; telling men if you're around bicardi good things are bound to happen its a "happening" drink and you are likely to find luck where you find bicardi. For women it says drinking bicardi makes you a sex symbol, and what woman doesn't want to be a sex symbol. right? haha.
It appeals to men because it gives them the feeling that they will obtain power by joining the military and setting forth a powerful future.
I find both advertisements convincing because the image of the woman is sexy and makes a strong sex statement which appeals to both sex's usually.
The army is convincing because it is has a strong message and captures your attention by making some words bigger then other...
Barcardi Ad
1. You should buy Bacardi. Drinking Bacardi will make you sexy. It argues that anyone who drinks Bacardi will look like the woman in the photo.
2. It draws the comparison between a librarian and a hip young woman. It uses a picture of a half naked woman to draw the attention of readers.
3. The advertisement is designed for young, social men and women. It draws the men with its sex appeal and the women with the argument that the product will make them sexy.
4. No. I find it hard to believe that a drink can transform a librarian into the woman in the photo.
Army Ad
1. You should join the army. Joining the army will turn you into the person you were meant to be. You will become a great leader.
2. It uses the image of a proud soldier being given some sort of medal to acknowledge his great performance. It also shows an American flag in the background which helps signify that joining the army will help your country.
3. The ad is designed for young men ages of 17 -30. It is meant to attract men who are unsure of their future.
4. No. The ad makes it seem like becoming and officer is a simple and easy task. The ad doesn’t mention all the hard work it takes to be in the army.
Rachel Post
1.) What is the argument of the advertisement?
a. The argument of the first advertisement is that women should drink Bacardi. The ad successfully fulfills its purpose: “… the publicity image steals her love of herself as she is, and offers it back to her for the price of the product” (Berger 134). The advertisement does just this; it tells women that they are not as good as the woman in the image, but they can be if they drink Bacardi.
b. The second advertisement does the same as the first. It tells men that they aren’t as brave, good, etc. as the soldier in the advertisement, but they can be the “leaders they were born to be” if they join the army.
2.) What techniques does it use to convey that argument?
a. The Bacardi advertisement obviously uses sex to sell the product, but it also provokes envy to get women to buy the product.
b. The techniques used in the second one are surprisingly similar to the first ad. They both appeal to one’s desire to be someone else, or be a better version of oneself.
3.) Who is the advertisement designed for? (Who is it the target audience?)
a. The Bacardi ad is obviously targeted toward ordinary women. Most women would be applicable to this ad. By “librarian,” the text implies ordinary, probably educated women who may have the desire to break from their daily routines, and possibly have low self-esteems.
b. The target audience for the second ad is young men, maybe women.
4.) Do you find the advertisement convincing? Why or why not?
a. The first ad did provoke a feeling of diminished self-worth, which is what it’s intended to do, and probably does for most women. But I’m not so dimwitted to fall for the trap. I don’t think drinking Bacardi will make me look like the woman in the picture, even though that was its intention.
b. The second was not convincing for me whatsoever. I immediately dismissed it because I assumed it was not applicable to me.
shawn finney
1. the argument of the first is that if you drink this you become a better person or change in a way, the second one is saying you are less of a man if you do not join the army
2. a sexy women and the statement libraryian by day bicardi by night, a hidden message that you become a different person at night, the second one, a respectable man is getting an award and is "all he can be"
3. most men, but some women of the legal drinking age to about 30 the second one, young men looking to be something more than they are
4. a little bit because alcohol does alter who people really are and you almost can become anyone when you drink. the second one yes because the miltiary does make you a leader and is great to put on a resemue to make you more of what you can be
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