Take a moment to think about the kinds of television ads are common during this time of year. Diet plans, gym memberships, low calorie meal packages, anti-aging treatments and deals on fitness equipment. Looking better and improving appearances is probably the most common resolution people have for the new year. Companies realize this and are defiantly using this to their advantage. 
The desire to look good in the United States is more prevalent than ever and people feel immense pressure to live up to the standards of Hollywood and the media. So right when people are making resolutions to improve themselves, the media pounces. They attack the public with ads promising better bodies and younger appearances. They are attacking consumers with low self esteems at a point where they desperately want to change. Really, they are taking advantage of these people. This is very similar to the clip from TheCorporation that we watched and discussed in class. In class, we discussed whether or not it was fair to target children, who are still of course under-deveopled, in commercials. Is it fair to target adults around the new year? Are the ad companies taking advantage of them or exploiting them? Is it fair to use people's weaknesses to sell a product?
Due to the fact that many people do indeed want to improve their looks and overall health, it is fair to target them around the New Year. Although the ad companies may be taking advantage of them, that's how they make money. To them, the most important thing is to make money. And they will have to use people's weaknesses in order to accomplish their goal.
ReplyDeleteI somewhat agree with Nick. I think it's a brilliant ad strategy. All of these companies can bring in many more people in the start of the New Year because a lot of people want to start the New Year off right, therefore increasing the companies revenue. I also think it is fair to use people's weaknesses to sell a product because it will eventually make the company stronger. I think it would be hard to create an ad for a gym without addressing your weaknesses.
ReplyDeleteSick blog, madelaine.I too find it a bit irksome that corporation are taking advantage of some of consumers at their most vulnerable. Both Nick and Caroline call it a good add strategy. But so is advertising cigarettes to kids, the problem to me, is how advertisers take advantage of something as pure as hope.
ReplyDeleteSome one who really has a strong opinion about this is the late great comedian Bill Hicks. Go to youtube and Search "Bill Hicks on marketing" to see his thoughts. I wont post the video here as the video is far too explicit to post on a school sponsored blog.
ReplyDeleteNice provocation, Madelaine. Make sure you distinguish between the "media" and the companies who sell diet aides, fitness club memberships, etc. I would argue that the media does have a role in all of this -- just a different kind of role and responsibility.
ReplyDelete