In 2009, Ralph Lauren released an image of model Filippa Hamilton promoting their blue label jeans. However, in the advertisement Hamilton is digitally altered to the point where her head is large than her waist, making Hamilton no longer look like herself. Many people look to models in advertisements for inspiration even though most images are heavily photoshopped. In society, there is the perfect body type; flat stomach, slender waist, long legs, and large bust. Many companies, like Ralph Lauren, release advertisements that meet societies standards for the perfect body, hoping to promote their products. However, releasing digitally altered images does more harm than good. Though many people may say that images in clothing advertisements have …show more content…
The Ralph Lauren advertisement appeals to pathos when it shows Hamilton beautifully portrayed. The advertisement attempts to appeal to pathos by showing a model that meets the beauty standards set by society, creating an image of a body that most can only dream of obtaining. Hamilton is shown with a clear skin, a perfectly curved body, and no fat. Not only does the picture meet the standards set by society, but the photo is appealing to the eye. Many would say that Hamilton is a beautiful woman and showing a beautiful model with a perfect body can leave viewers in awe. The advertisements attempt to appeal to pathos can affect one 's emotions because advertisers are telling viewers that they need to heavily photoshop a model’s picture to make the photo acceptable for print, sending the message that only one type of body is …show more content…
Though studies and experts have shown that there is a correlation between eating disorders and media, many argue against this idea. One author from Something Fishy, a website that gives information on eating disorders, argued that though media can influence dieting, it is not the cause of eating disorders. The author wrote that, “if a young man or woman 's life situation, environment, and/or genetics leave them open to an Eating Disorder (or alcoholism, drug abuse, depression, OCD, etc.), they will still end up in the same place regardless of television or magazines”( Healthcare, Acadia). Though the author brings up an interesting point, other research has proven his statement wrong. In a recent study, Natalia Kaźmierczak, Rafal Patryn, and Antoni Niedzielski studied one hundred people and found that media has an impact on adolescents and “continuous disappointment with the shape and weight of the body makes the respondents undertake challenges of meeting the current requirements of fashion, using restrictive diets, increasing physical effort and complying with the ‘pro-ana’ ideology, irrespective of health consequences.” (Kaźmierczak). The study relates to the Ralph Lauren advertisement by proving that photoshopped images can be harmful. The media does not only influence dieting, but it can be one of the causes behind an eating
Advertisements are everywhere, whether it be on the walk to the park or scrolling through my Instagram feed. They control the way we think and heavily impact the way we spend money, to do that advertisers use ethos, pathos, and/ or logos. When ethos is used on an advertisement often times, celebrities are modeling with the product because people tend to trust familiar faces. When pathos is intended to be in use, the advertisement tends to target the audience’s emotions and is often a sad ad. When logos is in use, the ad states statistics because people side with factual information.
Kilbourne is aware of the varying viewpoints on these ads and seeks to be fair. She anticipated claims that she is reading too much into these ads and made sure to allow for more than one interpretation of the images. Furthermore, some critics point out that men are also objectified in ads. Kilbourne, again, reasonably acknowledges these critiques. She agrees that the objectification of anyone is not a good thing while still supporting her initial assertion that the objectification of women in ads is more harmful.
Pathos in an Advertisement Almost everywhere, on t.v channels. , on the Internet, in the folded sheets of a newspaper, an advertisement will appear. Advertisements are one way for a company, speaker, or a person to reach out to a particular audience to get a message across. The messages that are trying to be relayed to the audience can range from a huge issue of trying to change somebody’s belief about a certain issue, to something smaller such as trying to get somebody to get out of their comfort zone and eat something new for lunch. However, in order to get a person to stop what they’re doing and focus in on the message that’s trying to be conveyed, the person needs to relate to their specified audience.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
Men are becoming more sexualized and being photoshopped in ads. In the article “Hunkvertising: The Objectification of Men in Advertising” by David Gianatasio, he talks about the how advertisements are sexualizing men and using sex to sell is nothing new to world. “The objectification of men in advertising (as with women) is not new…. And yet, a disproportionate number of buff, often-shirtless studs are lately popping up in ads” (Gianatasio). Gianatasio is giving an example of how men's ads turning into a sexualized object.
Figure 2 is an image put out by the worldwide makeup brand Covergirl. The ad uses Taylor Swift, a beautiful celebrity to endorse their product. By using a beautiful celebrity, Covergirl is trying to engage with the audience and appeal to their interests. Swift’s flawless skin targets the average woman’s emotions, evoking the need for flawless skin. Now this average woman is thinking that if a big name celebrity uses Covergirl brand to achieve beauty, then she should go out and purchase it for herself as well.
The first advertisement chosen is the “Cover Girl” video commercial about skin foundation. The intended audience is females, who want to wear makeup and want lighter, cleaner and soft skin. In this video famous music artist Taylor Swift claims that if you had not bought Cover Girl foundation, your skin would have not seemed lighter and fresh as it would be with Cover Girl foundation. This video addressed Aristotle Rhetoric three appeals. Firstly, Pathos occurs when buying Cover Girl’s foundation conveys the feelings of confidence which is shown by the colors, music and actions portrayed in the commercial.
The rhetorical imagery used to portray a man's body is spread throughout the fitness industry and health advertisements. These images are on the cover of well-known magazines, online websites and through television commercials. Fitness magazines and advertisements are distributed worldwide targeting men, ages 18-30. Fitness magazines give a visual rhetoric as a method of persuading beauty, body image, and the pursuit of “flawlessness”. The company’s focus on young adults due to their belief that their consumers have the money to buy products to obtain the body they want or the body portrayed on the cover of the magazine.
Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.
3 Nov. 2015. Harrison, Kristen, and Joanne Cantor. "The relationship between media consumption and eating disorders. " Journal of Communication 47 (1997): 40-67.
From an early age, we are exposed to the western culture of the “thin-ideal” and that looks matter (Shapiro 9). Images on modern television spend countless hours telling us to lose weight, be thin and beautiful. Often, television portrays the thin women as successful and powerful whereas the overweight characters are portrayed as “lazy” and the one with no friends (“The Media”). Furthermore, most images we see on the media are heavily edited and airbrushed
In the other group 70-80 percent picked the brand that was associated with positive items. This shows that even though we known that a product have better properties the powerful tools of advertising can make us chose something else. Art Markman a cognitive scientist believe that we choose things that makes us feel good, but we should be more careful with what we are being exposed to. Because most of the times we don’t even realize that advertisement affect us mentally with out us noticing (Markman, 2010). The purpose of this paper is to make a semiotic analysis of a print advertisement to raise awareness of how we can be more critical to media and how we portray genders.
When studying the image, I came across many different elements that I questioned. The first thing I noticed and questioned about the advertisement is the appearances of the models chosen for this shoot. Both models are slim and tan. The man is muscular, does not have a flaw on his body, and has beautiful long hair. The woman is very thin where her rib cage is slightly visible.
Introduction+ Thesis We saw a lot of good product ads that stereotype people in different cultures after the post-World War II era. They represent unique values. The numbers of product ads that overuse stereotypes are increasing tremendously and portraying subjects in a negative manner. A sexual representation of model in the product ads is as equally attractive to young teenagers as its message.
Almost immediately the person witnessing the ad compares them self to person and thinks they need that beauty product to look exactly like this photo shopped actor. It is false advertisement but it has the effect to get to us.