Kaleighs Blog: Analysis

The Perception of Betterment

Everyone is constantly subjected to some type of advertisement on a daily basis, whether they are aware of it or not. They repeatedly bombard us with advertisements of all kinds through magazines, TV commercials, the Internet and even the newspaper. Most of them that are aimed towards women commonly share the same continuous message. That women should do whatever it takes to reach so called, perfection. They fill the pages with images of beautiful, flawless women and a lot of the time they are actress'. They want their products to have a recognizable and trust worthy image, so that it will draw in a wide range of new customers.

The concept that women can obtain that flawless look and men will come running is often extremely exaggerated. They strongly advertise many different products from the simple things such as, clothes and perfume. Then there are the more extreme products like, liquid that is supposed to attract more affection from men and weight loss remedies. No matter what they are trying to sell their intentions are to give women the impression that their product is a necessity.

An example from Cosmopolitan Magazine, is an advertisement for a pair of slim fitting jeans from the company Riders by Lee. (55) The slogan they use to catch women's attention is, "Slender Stretch Denim, Instantly Slims You." The captions point out the benefits of wearing these jeans, such as, "a no-gap waistband, tummy control panel and holds its shape." The verbal content in this advertisement fits well with the photo that they provide. A woman with a smile, laying back, with her hands behind her head and her legs in the air as she gazes at her jeans.

The woman in this photo is not overweight, yet the material the jeans are made of is meant to help women look slender. Implying that the imperfections that these jeans correct, will cause women to be happier with their overall appearance. They draw women in by saying these jeans, "Instantly Slim You" as if their current jeans are not providing the slim fitting look that every woman needs. The elements of these pants along with their catchy slogan make women want the slender look that Riders provide. They are pointing out the small imperfections that woman may have and providing Riders as a solution. They convince women in multiple ways that while wearing Riders they will have a new found confidence.

Another advertisement from Cosmopolitan Magazine that conveys the same message as Riders, is a product called, Mood-Altering Fragrances. (88) This advertisement is mainly verbal and the slogan reads, "Perfume can do more than just turn heads. The way you smell can actually change your state of mind. You'll feel sexier with him, more fun among your friends, extra confident at work...and totally at ease during those moments in between. It's all about the right notes."

Many different components determine a person's current mood but they are implying that with Mood-Altering Fragrances those components are irrelevant. They are saying that using this perfume will make women feel sexier when she is with her partner, more fun when she is around her friends and even more confident in the work place. The verbal message is very well thought out and extremely convincing because what woman wouldn't want to feel sexy, confident and fun? Women often jump from one emotion to the next and Mood-Altering Fragrances is influencing them to use this product to simply mask how they are truly feeling on the inside.

In both of these advertisements, they seem to be trying to convince women that how they really feel can be manipulated, as well as their outer appearance. Mood-Altering Fragrances, as well as Riders, are telling women that by using their products that they will look, feel and smell better. Which will attract the affection of others, mainly from men and give them that confidence that they strive for. So their answer is to play with women's insecurities and make them believe that without these pants or perfume that they don't classify as what the world perceives as perfection.

The last two examples from Cosmopolitan Magazine, are advertisements that also repeat the same message as, Riders and Mood-Altering Fragrances. Yet, these two advertisements are slightly different because their statements are extremely bold. They openly scream for women’s attention simply based upon their content. The two products are, Athena Pheromone 10:13 (209) and Bystrictin. (209)

Athena Pheromone 10:13 is an unscented liquid that women add to their daily perfume to enhance attractiveness. The ad says, "It is scientifically proven to get more affection from men." The slogan they use is very straight forward and so strong that it would catch the attention of any woman at first glance. It reads, "Be a Man-Magnet" while the cover of the box states that, "Athena Pheromone 10:13 promotes sexual attractiveness" and claims that it is intended for, "Women's Wellness".

This advertisement has no visual content except the product itself and it simply does not need the visual aspect because the text alone speaks for itself. It is saying that women who lack affection from men need to use Athena Pheromone 10:13 in order to be appealing and earn the love of a man. Women who don't think of themselves as attractive and have failed at capturing that needed affection from a man, can use this product and will instantly become a, "Man-Magnet."

As for Bystrictin, it is a weight loss liquid drink that states, "It is a life changing alternative that blocks hunger without pills or surgery." It expands in the stomach making women feel like they are full without actually eating anything. No exercise or proper diet involved, Bystrictin drops the weight quickly without the hassle of having to make a trip to the gym. Every single one of these advertisements are aimed towards the insecurities of women who are being told to change their appearance or fix their imperfections for the satisfaction of gaining love from others.

Advertisements just like these ones have been around and targeting women for a very long time and will continue to progress as time passes. The women buying these products are convinced that they need to objectify themselves and take more initiative on perfecting their outside appearance. Women are placed on the front page of many different magazines and are used to persuade people to take interest in buying the products that are being advertised. Some of them are more on the subtle side but most of them are very blunt and straight to the point. All of these advertisements are trying to get the same message across, that there is always something that can be bought to fix the problem.

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