I read
through a bunch of different blogs, and the authors did a good job of
deconstructing their chosen ads. After
reading them, I noticed the importance of hailing in advertisements, and how
hailing can be approached from a variety of different ways. Also, it gave me
insight into how my particular demographic is targeted and portrayed.
Hailing in advertising can be a
very beneficial marketing technique, and after reading some other blogs I can
see why. I think this occurs because interpellation and hailing can be used in
a variety of different ways. I’ve seen examples of hailing being used in a very
direct way “Get in. Get Happy” in a Volkswagen commercial (http://normanazi.blogspot.ca/).
Pretty straightforward, it is a “buy our car and you will be happy” approach. I
have also seen an indirect approach, such as the Van’s Warped Tour “Best Day
Ever” poster (http://earthtosydney.wordpress.com/) , which
basically addresses the viewer in a way that makes them feel “left out” if they
aren’t participating in the event. Indirect or direct, it is clear to see how
this can really hit home for some viewers.
I also noticed after reading the blogs
that identity seems to be a prime focus of many advertisements. Considering
that we are all a similar age demographic (18-25), and at this point in our
lives we are still trying to figure out who we are. Marketers take advantage of
this and use it as a selling point. Mm13sa
makes an interesting point when she says that marketers “try and sell our
identity to us”. In my opinion, when we buy a product that is advertised, not
only are buying the product itself but we are also buying into the ideology or
identity that is portrayed.
I don’t think our demographic is
represented accurately in advertisements and that is intentional. I have to
again agree with mms13, in that, advertisers will depict an idealized version
of our demographic so we can strive for it. In most cases, the product in the
advertisement is presented as the solution to reaching that idealized state. I
think the key part, however, to making convincing, effective advertisements, is
by making the depictions of our demographic believable enough so we can relate
to it, but at the same time make it unbelievable, almost unattainable, so we
desire it.
This was very enlightening for
me. I realized how advertisements can give you a sense that the influence
itself is more important than the product advertised. Marketing strives to give
people the feeling that they can become whoever and whatever they want, and be
fully realized as a person. It is interesting to see the extent in which people
can be manipulated, whether they know it or it not, through this particular
type of marketing.
Thanks to,
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