Pussy in Boots
Twenty120. Twenty creative directors, a hundred and twenty seconds worth of abstract film based on what inspires them, one theme. Keeping in line directors of different fields of expertise, be it television networks, production companies, design or advertising films, and from all over the world. Their diversified backgrounds be it in the fine art, film, television and commercial and their cultural and social differences, put together this collection “In The Age of Opulence”.
There’s this one video caught my attention the most.
Basically it is a crash course on lingoes, jargon and trends in our current millennium (or The Age of Opulence) , depicted by signs, flags and hand signals, educating the era of the 50-60s in the times.
It employs phrases consisting terms such as beware inexperienced barista (a barista is a professional coffee maker), free wi-fi here, i have a moped (mo
The society has liberalized so much that we frequently use provocative images to promote and advertise products which do not even carry a trace of sexual connotation. Take a seemingly innocent burger for example:
Frankly, it baffles me. What does a naked Alicia Silverstone have any relations to her being a vegetarian? PETA's (People for the Ethical Treatment of Animals) rationale is using a hoard of scantily cladded beauties to proclaim their love for being vegetarian. It eventually was banned. It boils down to this. There isn't any good or bad advertising - as long it is one that garners enough attention, the aim is accomplished. Sex sells, media is increasing adopting such provocative images to market their goods. Apparently, it is delightfully vulgar, ironically.
This has caused quite a hoo-ha and was taken down.
One (who is probably too young or ignorant) might probably find no fault in this advertisement, there is no obscenity nor profanities present. However, we know the reason why - the sexual innuendos are everywhere.
Our interpretations are subjective, and can vary drastically. How we derive meanings begin at the same starting point - we learn what the typical definitions are through past experiences or comprehend the generally accepted meanings within our culture and how to draw inference from non-verbal cues. Ours has coined terms to be sexually charged, for example blow your mind away, seven incher and so is the elongated burger postitioned infront of the gaping mouth.
Even the bun adopts a second meaning to it now.
Tying in with non-verbal communication, images creates meanings (abstract or otherwise) in the minds of the communicators and the impact supersedes smart tag lines. Visuals are effective stimuli in the sense that it can appeal to both the educated and non-educated.
That was how a picture is worth a thousand words was derived from.
Labels: advertisements, interpretation, perception, perspectives
posted by cheryl at
4:58 AM
27 Comments:
agreed
I like the Alicia Silverstone one! HA!
But really, I did think that Burger King went way to far with their seven incher ad. It was really very distasteful and, in our society, obscene.
One might remember Levi's or one brand having a printed ad in a magazine, with a girl kneeling down in front of a guy in jeans (only the jeans were shown) and some "stuff" was on the jeans - in short, depicting a sexual act. That ad got into alot of trouble then. Has Burger King learnt nothing?
Hi Cheryl, Chervin here.
Excellent coverage on nonverbal communication, albiet I felt it should have been more on the person-to-person kind. Still, posters and advertisements are one such source - and a heavily influential one to boot.
Indeed, I agree with you that the advertisements were lewd and out of place in avenues so easily accessible to youths (such as the Burger King one). I think perhaps, the publishers felt 'sex' was a great marketing tool. While it certainly catches people's attention, it degrades society and undermines human values. They might even suffer a bad repute for their advertisements.
I do agree that Sex sells. And it's true for most things. Even if it doesn't, it helps create awareness with its controversial content. I feel that the BK ad does provide some humor with it's sexual innuendo. People may not choose to eat the burger because of the ad, but it certainly get them talking about it.
I believe that the sole purpose of advertisements is to invite the consumer to buy the product or the idea of the product. Does it matter to the company if the people still continue to buy their product despite public disgust?
In Marketing we study the 4Ps, product, placement, promotion and pricing. The primary purpose of advertising is to inform the consumer of the above. But in today's society, more often than not, the brand is selling itself more strongly than the product. Many products nowadays are bought simply because of the branding,i.e., Louis Vuitton, Apple, McDonalds. Consumers are led to believe that whatever is sold by these goods coincide with their self-identity, and their sense of style.
Often, the overuse of sex to sell comes across as offensive, and even derogatory. Some extremes of advertorials using genitalia to sell is just...... disgusting. http://adland.tv/content/do-cocktail-weenies-sell-perfume
Maybe in today's society, companies who do such marketing are just desperate to make an impact on consumers, even if it requires a negative one.
SEX SELLS, period. It's largely used by advertising agencies as it appeals to almost everyone even though it might seem offensive to some. But it SELLS! You will remember such adverts even if you dislike its content as you start complaining to your friends,colleagues,family members etc. However, there's a price to pay. You might lose the bulk of your customers or get sued/banned in certain conservative countries. After all, the world needs such adverts to create a buzz in our society or else all of us will lead a rather mundane life.
rocknstone: just like what The Als said, don't they learn something from their predecessors? Unless they are ads for apparel or undergarments, I feel that even if sex sells better, it should not simply be used for any and everything! It's like I know who has a keen eye in fashion, but lacks the body to carry off the high-waist trend, yet she goes ahead with it and basically she spells a disaster! People can't and shouldn't follow a trend simply because it works well for others and it is popular at the moment, they should always let the trends revolve around themselves instead.
The Als: Actually BK has alot to learn from! Paris Hilton etc.. There has been lots of raunchy commercials, which I feel, transmits the message across, however it does not seek to persuade its views/consumers at all. It does attract the attention and if that is the focal of their advertising, then yes! They have succeeded, however I think when it comes to persuading the consumer to purchase the product, it has backfired
Christopher: So the winner is the advertising company and not BK themselves! Pity! Like I just told The Als "t does attract the attention and if that is the focal of their advertising, then yes! They have succeeded, however I think when it comes to persuading the consumer to purchase the product, it has backfired"
Personally, I would not want to eat this burger, I kind of feel degraded as a female. WHat does it mean if I were to eat this burger, makes me think that I like co*ks.
woofworks_5: I think they have placed too much focus on the attention they are able to garner, instead of truly persuading the consumers to consume, in this case, the burger. Apparently, their aims have gone off-course and this results in them simply using a method which they deem is a sure-proof way but using "Sex" but in this instance, it does not really work out for food.
kandidkester: yes it does sell!! If the aim of the company was to generate a buzz or to capture the audience's attention then it does work out. However in BK's case to promote a burger, it sure isn's apt by comparing their burgers to.. yes. What does it mean to the people who consume such burgers
kris: yes I guess that they have overlooked their true agenda and since there has been so much different means of advertising, they have placed too much focus in getting the audience, instead of persuading them instead! I also feel what you said about branding is very accurate. When I asked my peers about certain brands, they replied with the most mainstream one, with reasons being that because "it's popular" or certain people "say so", or simply because their favorite actor endorsed it. So image in this instance is crucial, although it does not affect the quality of the product, it is akin to having Alicia Silverstone to promote for the cause
Indeed it baffles me too.. it suggests a very vague connection buff btwn Alicia and the word in bold Vegetarian. Or does it suggest that by going vegan you can actually have a hot bod like Alicia.. I don't know. They could have done better to better persuade the audience by showing real benefits of being a vegan.
A seemingly innocent ad by Burger King but the gaping mouth and plus-sized burger does suggest otherwise. Marketers tend to resort to sex-related ideas because it grabs attention instantly and creates a lasting impression. The main aim of an ad is to create huge awareness isn't it? But still I guess other aspects can be tapped on. For instance, humor or affective emotions. By using sexual innuendos, segment of target market with conservative mindset might be offended and even if they remember the ad that BK now has a new super 7 inch burg, the brand equity of BK can suffer as a result.
http://www.youtube.com/watch?v=50A9wjJ40Dk << This is a nice ad and shows "humor" can work just as good if not better!
I guess advertisers ultimate goal is to attract people's attention so as to get them to buy the products. However, I feel that the way they advertise should be appropriate for the public. Furthermore, if their advertisements were to get banned, won't these companies be wasting their money?
Breda
I love those banned advertisements that you have put up!
Advertisers do know that by using such sexual innuendos, people would be inclined to remember their products. People first would get a good laugh out of it, and also people would make reference to these advertisement and hence would help spread their products by the word of the mouth. Eventually advertisers would be successful.
However advertisers also do fail to remember the issue of censorship and that their efforts and money spent in these advertisement would be put to waste if the issue becomes to racy or too controversial. Somethings they should just stick to the safer side of humour so that their efforts will not be put to waste.
JunYing :D
hi!
Personally, I feel that the advertisers put too much emphasis on grabbing the attention of the targeted consumers rather than promoting their own products. in additon, they ignore the social context that these advertisements can bring about negative influences on children. Thus, i feel that they should be aware of these issues when advertising their products.
I hate it that our society has been reduced to this. Advertisements with sexual connotations to attract consumers? Yes, it does work to a large extent as sex does sell. But where is the integrity? Personally, these ads do not appeal to me, in fact, they deter me from patronizing such stores.
And, I am so disappointed at PETA for this series of print advertisements! I have always been a fan of PETA, but I really do not see the link between a naked celebrity and contributing to the Animals' cause. What has being a vegetarian got to do with a naked lady? Is it not more important to have advertisements which appeal to the authorities, the influential, and children who are the most vital in inducing a change in our society?
I am thankful that these advertisements were rejected by the public, at least we have some integrity left! It just baffles me that large corporations as such would approve their advertisers to come up with such concepts.
Indeed "sex sells", it has been that way ever since people became more liberated and accepting of such marketing strategies because it is the numbers that matter in the end. Although it does come across as creative and provocative at times, it seems to have created a backlash of some sort too.
By constantly drumming sexual innuendoes into the public's heads, does it make society more sexually charged and hence, "dirty-minded"? Some people may find it offensive because of their conservative mindsets but others may view it as a negative influence and a reason for an increasingly vulgar world. Due to the media's great influence on our perception, some may fear that this kind of advertisement may lead the young in the wrong direction.
Also, great point on the irrelevance of using nude models for the PETA campaign about vegetarians! Sometimes, advertising campaigns do indulge in gimmicks to attract attention whether or not it is related. It is an effective strategy at times but sometimes people do not react well to it or just merely find it entertaining.
Indeed, "sex sells" and it has been used ever since people were liberated enough to be open to the idea of using it as a marketing strategy. However, it may cause a backlash at times like you have pointed out in your entry.
The reason why people may have adverse reactions to these kind of campaigns may be because they see it as the society deteriorating into a vulgar and obscene one. After all, the media is a great influence on our perception and children would be subject to these advertisements. They may grow up to think that this kind of sexual innuendoes is appropriate or cool because it is plastered everywhere from sidewalks to bus stops.
Also, great point on the irrelevance of using nude models for the PETA campaigns on being vegetarian. This shows how some campaigns are just gimmicks and there to attract attention to the brand. Although some may work and draw positive attention, others would just fall to the wayside and be viewed negatively or merely seen as entertainment.
When people see anything explicit, it definitely catches their eye, which is probably why advertisers are willing to use explicit images to advertise their product even if what they are selling has nothing in relations to anything sexual.
Some other campaigns that use sex/provocative images and actions include the global warming campaign and animal rights campaign.
Basically for the global warming campaign, this one advertisment showed models stripping because it was 'so hot'. While their undressing does have some relevance with the warming of our planet, it is still provocative and this just shows that really, sex sells. And people will resort to it even for a good cause.
Rachel: Good publicity or bad publicity, as long as there is publicity created, then the target is met. It is quite discouraging to know that people are aware that sex sells and exploit on that fact. End of the day, not only that the true message isn't transmitted across, it also makes all the advertisements look the same. Creativity is lost and when soon people are used to this notion, they will stop paying attention to these sex-sell advertisements.
blacksticks: Attracting is one issue, but how far does the message get across to the audiences is another. People might remember the commercial such as Alicia Silverstone and that she is a vegan we all noted that but it doesn't make us feel compelled to convert because we know better than her body might either be photoshopped or simply - exercise more.
itsmorethanjustwords: I also feel if their agenda of leaving an impression is much more crucial than humor would have appealed to more on a greater level and it is definitely a healthier alternative. However, humor is subjective and tricky too.
And like what Breda has mentioned, money is wasted as these ads get banned eventually!
com101sq: I agree with you! They have neglected on the children, who are easiest to influence ideas on, and moreover they are the next generation which will bring about a greater wave of changes! And they are focusing too much on capturing attention.
Adeline: I have to agree with you, sex does create a lasting impression, but to whom? End of the day, the more important of the lot should be the new generation, the teenagers, the authorities - those who are able to bring about a greater change!
Just like what I have mentioned to Shiqi.
They are focusing too much on the wrong agenda here and everyone is following blind suit, just because the issue is garnering a lot of attention currently. But end of the day, it still doesn't affect the effectivity of the message they are trying to bring across to us
Valerie T: Yes I think it has slightly affected the household branding of fastfood (BK) but putting up advertisements with sexual innuendoes. After I saw the ad, I didn't even feel like eating the burger at all! I probably felt that if I were to be seen eating it, I would be teased at with all the tag-lines in the advertisement instead. The commercial really turns one appetite off, especially the females and it is quite degrading to be seen eating the burger now.
Anyway I watched the Peugeot commercial and I find it really humorous the first time I watched it then and now again. It not only capture the audience's attention through a hearty laughter, it also portrays the culture of India through that, such as using an elephant (symbolic animal in India) to destroy the previous car, and trashing it around in a village street. Then remodeling it to impress his friends has brought across the message the Peugeot is MADE to impress!
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