Advertising is an integral part of today’s society. Australian advertising
symbolises the way we act, the things we do and the attitudes and values we
share. We can tell that advertising symbolises the way we act by the fact
that we actually purchase a product to narrow the differences between the
model and yourself. It is important that we realise who we want to be and
who we want to become. Advertising is run on the basis that it is either to
inform people about hazards or changes in law and to try to get them to
purchase it. Types of advertising include political, government, retail,
financial, classified, manufacturers, recruitment and trade. All of these
ads have a target audience. Without the target audience there would be no
use for the ad because there would be no customer to purchase the product.
There are many patterns in the type of advertisement we see in Australia.
The patterns are changed due to age, sex, location and interests. For
example a Garnier ad would be targeted at teenage women and women. Though
women are the target audience for shampoos, men still use them however it
is stereotypical for women to be told to use shampoos and conditioners
keeping their hair in pristine condition.
The models and celebrities used in hair and make-up ads are beautiful
and/or famous. An example of this is Sarah Michelle Gellar in Maybelene
advertisements. Women see Sarah Michelle Gellar’s beauty and decide they
would like to look like her. Evidentially they end up buying the product.
Although there are models that show off ads, there are also many ads that
don’t focus on a models or a celebrity. Government and Informative ads
don’t usually parade Nordic women or socially acceptable people. Instead
they cut straight to the chase. Political ads usually show people being
happy about voting for their party. This shows that parts of our society
take active interests in the nations business.
It is very uncommon for minority groups to be used in advertising in
Australia. Ads showing minority groups are only shown when the minority
group is the target audience. An example of this is the aboriginal man
dressed up as a woman advertising sheds for a company in the Kimberley.
Because people laugh at it and aboriginal people can relate to it, they
would be the ones taking notice of the ad. Another place you would see
aboriginals are in land conservation and environmental ads. This is because
the word “aboriginal” connotates a black man looking after the environment
for most people. People trust native aboriginals with the environment and
listen to them. An example of this is the new ad by Ernie Dingo. He talks
about how land conservation and water management will help the environment
for our future descendants. An ad like this is very good because it has
checked off all of the theories to successful advertising, Attention,
Interests, Desire and Action (AIDA).
Other various minority groups are occasionally shown in ads. They come into
the ad either to make the ad comical or to attract attention from the
minority group. Some of the minority groups include aboriginals, ugly
people, fat people, sad people, injured people and poor people. Injured
people are often shown as a deterrent like road safety ads. The other use
for minority groups would be to promote something. The word “nerd”
connotates a brainy person that sits near a computer all day. When a nerd
is shown advertising a computer with a smile on his face the target
audience thinks that the computers must be good because a nerd has chosen
that particular brand of computer. This shows our attitude towards people
and we are very
Text in print and non-print ads is highly important to the success in the
ad. Short, quick and informative text in ads stay in people’s minds much
longer and they find themselves reading the text without realising. As do
symbols, slogans, jingles, imperative words and neologisms. Symbols make up
a very important part in advertising a product. Large companies pay large
sums of money to patent a symbol. The LG company slogan is very clever in
its simplicity and design. The symbol is a head that is winking but it is
comprised on the words L and G. When people see the symbol they know the
reputation of LG and know the quality of the brand. This shows that our
attitude toward quality is very appreciative. Slogans and jingles also play
a large part in manipulating an audience into purchasing a product. An
example of this is the Pringle ad “once you pop you can’t stop”. The
rhyming words in the ad make it hard from people to get it out of their
minds. Because these slogans and jingles stay in peoples minds their own
brains will tell them to buy the product. Neologisms and Imperatives add
the final touch to text in an advertisement. Neologisms are enough to make
peoples mouths water. With words such as crispy and minty it connotates the
actual flavour of the particular food or feeling. Imperatives like “try
now, Limited time only, while it lasts, buy now” etc, make people feel that
they need to purchase the object while it is still there or they will
become a less of a person in society.
The Australian dominant values and attitudes reflect around isolation,
family, health and fitness and owning respectable possessions. The ads that
most likely reflect all of Australian attitudes and values would have to be
the Holden commodore ad a few years ago. The ad showed a family going on a
holiday across the Nullarbor in a brand new commodore. This represents
isolation. It is a big value to most Australians living in the outback.
Australia is a country renowned all around the world for its harsh isolates
outback. The people in the commodore then arrive at a respectable house and
a family of good looking parents and a cute little girl and boy get out.
This symbolises the home ownership and health and fitness aspect of our
values. Finally the commodore represents the respectable possessions. This
example of a stereotypical family is something all people will aim for when
they reach that particular time in their lives.
All things in our unique Australian society can be shown though our
advertisements. It is amazing how easily manipulated the human brain can
be. All Australians have their uniquely broad ideas of who they want to
become. Racist and sexist approaches are seldom shown in ads because it
goes against the values of society and would be frowned upon by most
people. Human beings are very selfish and always want to be the best
individuals we can. To be happy people want the best of everything.
Advertisements show the dreams of the majority of people and set standards
for people to look the best. The thing people have to realise is to be
happy with who they are because advertisements sell dreams and not reality.