The Selection for December 1998 Ad Number 2
You can find the Maid in question just underneath the WELL of MAIDWELL. Her colouring is rather cold, grey and unnatural and she is depicted as if lying on a slab. It would seem as if she is not merely unwell. She has seemingly departed this world for the next.
It
seems unlikely that a death/illness theme would work |
The Selection for December 1998 Ad Number 1
The caption on the ad stated 'Make light work of condensation and dampness'. Given the addition of the two inserts, neither of which are necessary to make a point about condensation and dampness, one has to query the message or messages) that the ad was intended to conveyed.
The dampness referred to in the main caption is apparently insufficient to motivate readers to purchase Ebac dehumidifiers. Whoever produced the ad seemed to think that worries about perspiration under the armpit and BO. might. The aim of this ad was to associate Ebac dehumidifiers with the general desire not to offend others with BO. (one of the most successful, mind destroying, concepts ever devised by advertisers). To complement this message the second small insert indicates that 'if owners of Ebac dehumidifiers get rid of these smells they can expect to 'follow through' and indulge in more intimate activities. The secondary aim was thus to associate Ebac dehumidifiers with intimacy and sex. One can conclude that if all works out then Ebac dehumidifiers really give you your moneys worth. This ad was cut out from a newspaper (unlike most of those on this web site). Glossy magazine versions of this ad might reveal additional interesting aspects. Even if they don't then there are clearly additional elements of the ad worthy of analysis. For example, those related to social status, gender, the use of language and body posture. Viewers are invited to consider other aspects of this ad worthy of criticism and commentary before they move on to view the next ad. |
The Selection for October, 1998 Here
is one of many Palmolive ads that have something a little bit
curious about them. At This
therefore isn't just an ad about the Palmolive and its functions.
Nor is it an ad conveying some information about a particular
lifestyle that viewers might like to emulate. What we have is
an ad with multiple messages. Messages about the about the product,
about who can be in the shower with you,who find the 'gentle
touch of Palmolive' irresistible - and perhaps why. To have
a full understanding of such ads one needs not only to take
into account the incongruous elements in the ad but also consider
the look on the model's face and reflect on the emotions that
lie behind that expression. As the first part of the caption
Ads such as this are attempts at manipulation. They go well beyond any reasonable attempt to associate aspects of lifestyle such as luxury or sensuality with a product. Associations can be discerned without too much difficulty by most viewers if they pay attention to an ad. However, this type of ad is rarely, if ever, consciously appreciated by those it is designed to influence. The incongruous elements are not simply attention catching devices such as is common on ads for FCUK, Diesel, Benneton and other products. If ads such as the Palmolive ad have any commercial benefit (other than in terms of internal company politics) they must influence consumers at a preconscious or unconscious level - and consumers have no defence against such influences. This type of influence is something that most psychologists say is not possible. However, experimental data is limited and sales data from the marketing of products such as Palmolive may indicate otherwise. Even if the degree of influence is extremely weak and reliant upon repetition for impact most consumers would find it unacceptable to be exposed to such attempts at manipulation. It is probably also worth noting that as the 'message' is primarily visual this type of ad can be used on a global basis. For more soap suds ads see Squeaky Clean. There you will find Surf, Bold and Fairy ads and packaging. |
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Last Revised: 20th September, 2001 |