While spectacle may be seen as an illusory - the unreal- by some for Debord "it says nothing more than that which appears is good, that which is good appears". Could this quote be taken as a metaplor for advertising and how our lives will be changed by purchasing the commodities the companies are selling?
Selling products or lifestyles
One trend that is becoming more and more common in advertising is to appeal to the emotions rather than the features or functionalists of the product. Rather than talk about why we should purchase the product and discuss some of the practical features, many advertisements go about painting a lifestyle that you would want to have and placing their product in that wonderful new lifestyle. For example:-
Three examples of current advertising that sells by appeal to lifestyle rather than the virtues of the product itself
The first of these being the television advertisement for Virgin Airlines the running headline is "Your airline either has got it or it hasn't" This advert stands true to the core of advertising which is to sell and or market goods by creating associations between the product or brand and present and desirable circumstance events or people . In this commercial it seeks to associate flying with Virgin Airlines as a fun and glamorous adventure that will leave you wanting more. Visually the advert itself is stunning creating a glamorous world that seems to associate Virgin Airlines with mysterious and fantastical adventures right from the beginning when seen though the crowds at the airport a row of beautiful air hostesses in their red uniforms (for the male interest) while waking behind them is a member of the male crew ( for the female viewer). The aim I think is to create a sense of awe and the possible subliminal message that behind this particular scene that Virgin Airlines towers over the other airlines.. Music to the advert is Relax don't do it by Frankie goes to Hollywood.
My next advent is The Apple I -Pad
This 2003 advertisement by Apple is another example of how modern day advertising has advanced from selling a product to seeing a lifestyle that can be associated with that product instead of seeing the I Pad Apple is selling the lifestyle obtained be ownership of the I Pad. This visual emphasis is not on her but on the implied careful attitude suggested be the dancing. The consumer is not distanced from the subject because it is familiar. This familiarity fools the viewer into believing that it is simple to obtain this lifestyle- purchase the item and obtain the lifestyle!
My third product is
Abercrombie and Fitch Clothing
With this image of rugged country and the muscular figure this advertisement promotes what a REAL Man should be. The bold text `FIERCE` grabs your attention, but instead of the text advertising the product being sold this billboard advertises what the end result will be if you purchase the product. Since the man's head is not clearly being portrayed as an individual- (his head is not included in the image) - so becomes an object or ideal that can be had by buying the retailers clothing which are counter-intuitively not been displayed in the advert.
Comparing advertisements for products before the 2nd world war in the modernist period with the same products in today era.
"Champagne is the only thing that leaves a woman beautiful after drinking it" Bette Davies.
This advertisement was made by using the work of Alphonse Mucha 1860-1939 an Art Nouveau painter and print maker. He succeeded in bringing art to the ordinary people something he was passionate about
In this case the buyer received not only one of the best champagnes but also an interesting art work as well may be in the hope that it would encourage the buyer to look more into art. Though I suspect the company would rather they bought more champagne!
Moet & Chandon champagne 2011
This new campaign features Scarlett Johnsson - the brands celebrity ambassador since 2009.
Scarlett stands precariously on a ladder in her strapless pearl ball grown clutching a bottle of champagne in a huge ballroom with hundreds of champagne flutes stacked up on the floor. The vintage dress adds to her sexiness and shows off her tiny waist and curves which flashing a toned slender leg at the same time. I think this would possibly encourage a man to purchase a bottle of champagne.
OXO Cubes
These stock cubes have been around for more that a century - these two advertisements emphasis on family values and show only a modest development in graphic presentation. The first shows a certain jauntiness creeping in to the picture (with the subversive notion of a man in the kitchen) for most part sobriety rules as it was considered a woman's domain preparing the meals. The second goes on to say that you do not run a proper house (meal wise) without having oxo in your store cupboard. Press advertisement's were complemented by free recipe books and colouring books for the nations children.
21st century OXO
The traditional oxe cube could soon disappear from British advertisements and kitchens after a century of service as the cooking product is being axed in favour of an X (the shape of the OXO) The company Premier Foods say that this a new format and will be a limited edition is see that consumers reaction which they hope will be positive to this object of fun. So gone are the adverts which are to encourage and sell that product i.e. The OXO family which ran for many years to be replaced with a simple shape. Which the company hope will send a message to other brands that Premier Foods is forward looking and not weded to nostalgia.
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