1) Final Draft
2) Peer review I
3) 2nd Draft
4) 1st Draft
5) Write a paragraph of your paper
6) Outline and Explanation
7) Definitive list of the points and thesis of your paper
8) Ad Profile
Friday, October 9, 2009
Final Draft - 10/09/09
As per your request, an ad that is selling a product in competition with our firm has been analyzed an evaluated.
I. The Advertisement
Downy has millions of ideas for advertisements for their laundry products. One of their advertisements particularly caught my eye. A Downy simple pleasures fabric softener ad was chosen. Its optical focus is a middle aged white female and white male, perhaps husband and wife, standing in a hallway with a freshly set dinner table behind them. She is wearing a semi-formal dress and the man is also wearing a nice long sleeved shirt. The man in the ad is behind the women seductively smelling the fabric on her shoulder from her dress. Around the same area that he is smelling her, is a fictitious smoke-like image of a pleasant scent rising off her shoulder in to the surrounding air. She has her head tilted down towards the man and she is smiling at him in ecstasy. He also seems to like her smell because he is smiling with his eyes closed. If we look down towards their hands we can see that the man has his hand on top of the woman’s hand. Next to their hands it says, “staying in is no reason your alluring side shouldn’t come out.” If we look further down towards the bottom of the page it gives another line that says, “Express every side a touch more with Downy Simple Pleasures. Renewing scent pearls release with your embrace. So from alluring to serene, daring and beyond, you can feel more.” This gives the audience an idea of the chemistry that was intended to be shown in this advertisement This Downy ad seems to target middle aged women and uses various emotional appeals, and elements of effective layout. Most notably the “need for sex” appeal in harmony with the element of movement and balance. Downy uses these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
II. Readership and Intended Audience
The Downy ad was taken from a women fitness magazine called Women’s Fitness. Considering the fact that the ad came out of a women’s magazine and the main optical focus is a women, we can assume that the makers of the ad intended to ad to be directed towards a female audience. The element of balance comes into play with the intended gender assumption of this advertisement. Since the woman in this ad is the biggest and most prominent element in this seems to suggest that it was intended for a female audience. The audience age is intended to be directed towards middle aged women. This can be assumed because most middle aged women are beginning to worry about their fading hour glass figure and read women’s fitness magazines to keep in shape. Also the age of the women in the ad is very important to the intended age of audience. The woman looks to be middle aged as well as the man so we can assume it is intended for the same age group. The class can be assumed for middle to upper class women. The man and women are both nicely dressed and the woman is wearing some jewelry, and man is dressed in a nice button down shirt. The table is set with wine and a salad which compliments why it is placed in a woman’s fitness magazine. Doctors have said that a glass of wine once a day is good for your heart and eating salad is obviously healthy. Wine has always been a symbol of wealth so they could be a clue to the target class of this advertisement. The intended race can be argued for white people because the man and women are both white. It could go the other way though because everyone has to wash their clothes regardless of race. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener.
III. Need for Sex and Gaze Motion
This ad uses the element of movement in tune with gaze motion to lead the audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the women wife figure. If we look at the woman’s face we see that she is looking at her shoulder. We follow her gaze and we see a male figure, probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the advertisement. It also guides the reader’s eye from one element to another and makes sure he or she does not forget anything. The sexual part of the advertisement becomes evident to the reader, most likely a middle-aged woman. The makers of this advertisement try to convey that women at that age wanted to feel sexy, alluring, and wanted by their significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
The most prominent appeal that is sparked by the gaze motion of the woman is the “need for sex” appeal. Just by looking at the Downy advertisement for a second you get a strong sexual vibe from the way the man and women are connecting with each other. The man is smelling her shoulder very seductively and she is gazing at him with a pleasing expression on her face. The placement of the man’s hand over the woman’s implies an even more intimate image to the audience. The makers of this ad are trying to persuade the women audience to use their fabric softener, because you will smell sexy and your alluring side will come out. Also the text that is placed just under this sexual image suggests a sexual tone to the advertisement. The text of the ad reads, “staying in is no reason your alluring side shouldn’t come out.” This could also be looked on in as a reason to stay in your own home instead of going out. The current times are financially straining on the society and people are finding anyway possible to save every penny, even the U.S. Census Bureau states on there website that, “more than 70 percent of families in the United States have seen a decrease in total income since 2001.” Downy is suggesting for its audience to say in and let you alluring side come out.
IV. Need for Aesthetic Sensations and Balance.
Downy uses balance, another element of effective layout, to create a successful and visually pleasing advertisement. The element of balance contains the optical center, which is the point the reader’s eye designates as the center of an area. In Downey’s ad the women in the center of the page is the optical center. She is equally distant from each side of the paper. On the left side of her is the freshly set dinner table, in association with the right side of her which shows her hand covered sensually by the man behind her. This balance presents equilibrium in the ad, because the left and right side have equal visual images that catch a reader’s eye. The equilibrium in this ad presents a different kind of balance called formal balance. Formal balance is achieved through the balance between the left and the right side of the advertisement. They both equal each other in meaning surround the fulcrum image of the advertisement. The balance of all the pleasing images in the Downy advertisement brings another appeal that most people don’t even think about. The “need for aesthetic sensations” basically means the need to create a visually pleasing image. The image of a man sensually kissing a woman’s neck and holding her hand must be visually pleasing to any woman reader. The image of a nicely set dinner table, and nicely dressed people create an aesthetic sensation and are easily catch readers attention because they are automatically pleased by the raw image of the advertisement.
V. Conclusion
Downy uses many different elements of effective layout, and emotional appeals to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener. The need for sex and need for aesthetic sensations can be seen in unison with the elements of balance and movement. Balance uses formal balance to create an optical center and produce an overall visually pleasing image to the audience. While the element of movement uses gaze motion to lead the audience to the "need for sex" appeal this ad conveys. These elements and appeals are meshed together to hopefully create a successful advertisement that increases not only the amount of sales of their particular product, but also to create new consumers.
I. The Advertisement
Downy has millions of ideas for advertisements for their laundry products. One of their advertisements particularly caught my eye. A Downy simple pleasures fabric softener ad was chosen. Its optical focus is a middle aged white female and white male, perhaps husband and wife, standing in a hallway with a freshly set dinner table behind them. She is wearing a semi-formal dress and the man is also wearing a nice long sleeved shirt. The man in the ad is behind the women seductively smelling the fabric on her shoulder from her dress. Around the same area that he is smelling her, is a fictitious smoke-like image of a pleasant scent rising off her shoulder in to the surrounding air. She has her head tilted down towards the man and she is smiling at him in ecstasy. He also seems to like her smell because he is smiling with his eyes closed. If we look down towards their hands we can see that the man has his hand on top of the woman’s hand. Next to their hands it says, “staying in is no reason your alluring side shouldn’t come out.” If we look further down towards the bottom of the page it gives another line that says, “Express every side a touch more with Downy Simple Pleasures. Renewing scent pearls release with your embrace. So from alluring to serene, daring and beyond, you can feel more.” This gives the audience an idea of the chemistry that was intended to be shown in this advertisement This Downy ad seems to target middle aged women and uses various emotional appeals, and elements of effective layout. Most notably the “need for sex” appeal in harmony with the element of movement and balance. Downy uses these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
II. Readership and Intended Audience
The Downy ad was taken from a women fitness magazine called Women’s Fitness. Considering the fact that the ad came out of a women’s magazine and the main optical focus is a women, we can assume that the makers of the ad intended to ad to be directed towards a female audience. The element of balance comes into play with the intended gender assumption of this advertisement. Since the woman in this ad is the biggest and most prominent element in this seems to suggest that it was intended for a female audience. The audience age is intended to be directed towards middle aged women. This can be assumed because most middle aged women are beginning to worry about their fading hour glass figure and read women’s fitness magazines to keep in shape. Also the age of the women in the ad is very important to the intended age of audience. The woman looks to be middle aged as well as the man so we can assume it is intended for the same age group. The class can be assumed for middle to upper class women. The man and women are both nicely dressed and the woman is wearing some jewelry, and man is dressed in a nice button down shirt. The table is set with wine and a salad which compliments why it is placed in a woman’s fitness magazine. Doctors have said that a glass of wine once a day is good for your heart and eating salad is obviously healthy. Wine has always been a symbol of wealth so they could be a clue to the target class of this advertisement. The intended race can be argued for white people because the man and women are both white. It could go the other way though because everyone has to wash their clothes regardless of race. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener.
III. Need for Sex and Gaze Motion
This ad uses the element of movement in tune with gaze motion to lead the audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the women wife figure. If we look at the woman’s face we see that she is looking at her shoulder. We follow her gaze and we see a male figure, probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the advertisement. It also guides the reader’s eye from one element to another and makes sure he or she does not forget anything. The sexual part of the advertisement becomes evident to the reader, most likely a middle-aged woman. The makers of this advertisement try to convey that women at that age wanted to feel sexy, alluring, and wanted by their significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
The most prominent appeal that is sparked by the gaze motion of the woman is the “need for sex” appeal. Just by looking at the Downy advertisement for a second you get a strong sexual vibe from the way the man and women are connecting with each other. The man is smelling her shoulder very seductively and she is gazing at him with a pleasing expression on her face. The placement of the man’s hand over the woman’s implies an even more intimate image to the audience. The makers of this ad are trying to persuade the women audience to use their fabric softener, because you will smell sexy and your alluring side will come out. Also the text that is placed just under this sexual image suggests a sexual tone to the advertisement. The text of the ad reads, “staying in is no reason your alluring side shouldn’t come out.” This could also be looked on in as a reason to stay in your own home instead of going out. The current times are financially straining on the society and people are finding anyway possible to save every penny, even the U.S. Census Bureau states on there website that, “more than 70 percent of families in the United States have seen a decrease in total income since 2001.” Downy is suggesting for its audience to say in and let you alluring side come out.
IV. Need for Aesthetic Sensations and Balance.
Downy uses balance, another element of effective layout, to create a successful and visually pleasing advertisement. The element of balance contains the optical center, which is the point the reader’s eye designates as the center of an area. In Downey’s ad the women in the center of the page is the optical center. She is equally distant from each side of the paper. On the left side of her is the freshly set dinner table, in association with the right side of her which shows her hand covered sensually by the man behind her. This balance presents equilibrium in the ad, because the left and right side have equal visual images that catch a reader’s eye. The equilibrium in this ad presents a different kind of balance called formal balance. Formal balance is achieved through the balance between the left and the right side of the advertisement. They both equal each other in meaning surround the fulcrum image of the advertisement. The balance of all the pleasing images in the Downy advertisement brings another appeal that most people don’t even think about. The “need for aesthetic sensations” basically means the need to create a visually pleasing image. The image of a man sensually kissing a woman’s neck and holding her hand must be visually pleasing to any woman reader. The image of a nicely set dinner table, and nicely dressed people create an aesthetic sensation and are easily catch readers attention because they are automatically pleased by the raw image of the advertisement.
V. Conclusion
Downy uses many different elements of effective layout, and emotional appeals to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener. The need for sex and need for aesthetic sensations can be seen in unison with the elements of balance and movement. Balance uses formal balance to create an optical center and produce an overall visually pleasing image to the audience. While the element of movement uses gaze motion to lead the audience to the "need for sex" appeal this ad conveys. These elements and appeals are meshed together to hopefully create a successful advertisement that increases not only the amount of sales of their particular product, but also to create new consumers.
Peer Review I
1) What is the company name and product being sold? What magazine is it being sold in?
A) The company is a jewelery company trying to sell rings. It is in a Cosmo magazine.
2) What are the main strategies that this ad uses to "trick" its readership?
A) White black drop behind the rings, 3 pictures and catchy sayings.
3) What assumptions about race, gender, class, and sexuality does the company &/ magazine rely on to make this ad work?
In the picture it shows a white female with the ring on her finger so it is targeted for upper class white females.
4) What is the thesis? Restate it here: "This advertisement is clearly trying to sell Platinum Rings by using different appeals and elements, in which catches their intended audience’s eyes, to make a profit."
5) Are there places in the body of this essay that you did not highlight? What are they doing in this report? Might these sentences be deleted? Explain for each in your Peer Review word document, not your peer's report. No everything in it is highlighted. No everything is highlighted
6) Does each paragraph contain all four colors, as well as the bolded and underlined element? If not, make a note of this for you peer so they can correct the paragraph (unless this paragraph is the extenstion of the same point as the above paragraph).
All the paragraphs are properly structured and all colors are used in each.
7) Is the support for each assertion sufficient? Does it prove the point? Explain for at least 3 paragraphs (especially those that were not convincing).
Ex.In the middle of the white background and just below the text exclaiming your love will become platinum, are two blown up, shiny, platinum-colored rings. They look as if they could be wedding rings, or an engagement ring. The company used proportion in this magazine ad by using a white back drop with rings as the center of attention. This is a good explanation of how white spaced is used.
Ex. Another appeal used in these pictures is the need for guidance. I would say that this appeal is also used because in one of the pictures, the man is nurturing the women with the ring on. This is a good explanation of how a visual picture can suffice for the need for guidance in the ad.
Ex. Since these individuals are clearly in a relationship it is obvious to see that the ad is using the need for affiliation appeal. The first picture is of the man giving the women a piggy-back ride and they are laughing and smiling. The second is of the two holding hands and the third is of the two cuddling. By using this appeal in this way, it is making the intended audience believe that if they have this ring on their finger, they will have the same reaction as the couple in the advertisement.
This is another good example and concrete ideas that show how the need for affiliation is used in the platinum ad.
8) In the level II analysis believable? Explain any place where you felt the level II analysis didn't make sense to you and discuss with your peer.
Yes, all of the level II analysis was believable because it followed the same lines as what he was trying to tell you and he wasn’t stretching it out for it to go along with the level I analysis.
9) Has every paragraph been related to the thesis somehow? Mention every section in the report that does not support the thesis or is irrelevant to the thesis.
Yes, it does because in his thesis, he explain everything he was going to talk about pretty much, and by doing so, each paragraph was related to the thesis. He was able to provide sufficient amount of information that explained each topic in the thesis.
Conclusion
1) Is the thesis restated in the conclusion? Explain where and how.
The conclusion in the paper is restated in the very last paragraph of the paper.
2) Are you convinced? Has the support in the body of the report convinced you that their thesis is correct?
Yes
3) What more could the author do to convince you of their thesis?
She could go over all the points that you made throughout the paper
4) What did the author do really well in this report?
I thought that everything was stated in the paper (level I and II analysis) and that it was organized very well, everything was put in the correct spot where it was to make sense.
5) What does the author need to work on?
It seemed to me that everything was pretty good all the main points where backed up by solid and believeable subpoints.
A) The company is a jewelery company trying to sell rings. It is in a Cosmo magazine.
2) What are the main strategies that this ad uses to "trick" its readership?
A) White black drop behind the rings, 3 pictures and catchy sayings.
3) What assumptions about race, gender, class, and sexuality does the company &/ magazine rely on to make this ad work?
In the picture it shows a white female with the ring on her finger so it is targeted for upper class white females.
4) What is the thesis? Restate it here: "This advertisement is clearly trying to sell Platinum Rings by using different appeals and elements, in which catches their intended audience’s eyes, to make a profit."
5) Are there places in the body of this essay that you did not highlight? What are they doing in this report? Might these sentences be deleted? Explain for each in your Peer Review word document, not your peer's report. No everything in it is highlighted. No everything is highlighted
6) Does each paragraph contain all four colors, as well as the bolded and underlined element? If not, make a note of this for you peer so they can correct the paragraph (unless this paragraph is the extenstion of the same point as the above paragraph).
All the paragraphs are properly structured and all colors are used in each.
7) Is the support for each assertion sufficient? Does it prove the point? Explain for at least 3 paragraphs (especially those that were not convincing).
Ex.In the middle of the white background and just below the text exclaiming your love will become platinum, are two blown up, shiny, platinum-colored rings. They look as if they could be wedding rings, or an engagement ring. The company used proportion in this magazine ad by using a white back drop with rings as the center of attention. This is a good explanation of how white spaced is used.
Ex. Another appeal used in these pictures is the need for guidance. I would say that this appeal is also used because in one of the pictures, the man is nurturing the women with the ring on. This is a good explanation of how a visual picture can suffice for the need for guidance in the ad.
Ex. Since these individuals are clearly in a relationship it is obvious to see that the ad is using the need for affiliation appeal. The first picture is of the man giving the women a piggy-back ride and they are laughing and smiling. The second is of the two holding hands and the third is of the two cuddling. By using this appeal in this way, it is making the intended audience believe that if they have this ring on their finger, they will have the same reaction as the couple in the advertisement.
This is another good example and concrete ideas that show how the need for affiliation is used in the platinum ad.
8) In the level II analysis believable? Explain any place where you felt the level II analysis didn't make sense to you and discuss with your peer.
Yes, all of the level II analysis was believable because it followed the same lines as what he was trying to tell you and he wasn’t stretching it out for it to go along with the level I analysis.
9) Has every paragraph been related to the thesis somehow? Mention every section in the report that does not support the thesis or is irrelevant to the thesis.
Yes, it does because in his thesis, he explain everything he was going to talk about pretty much, and by doing so, each paragraph was related to the thesis. He was able to provide sufficient amount of information that explained each topic in the thesis.
Conclusion
1) Is the thesis restated in the conclusion? Explain where and how.
The conclusion in the paper is restated in the very last paragraph of the paper.
2) Are you convinced? Has the support in the body of the report convinced you that their thesis is correct?
Yes
3) What more could the author do to convince you of their thesis?
She could go over all the points that you made throughout the paper
4) What did the author do really well in this report?
I thought that everything was stated in the paper (level I and II analysis) and that it was organized very well, everything was put in the correct spot where it was to make sense.
5) What does the author need to work on?
It seemed to me that everything was pretty good all the main points where backed up by solid and believeable subpoints.
Thursday, October 8, 2009
2nd Draft - 10/02/09
As per your request, an ad that is selling a product in competition with our firm has been analyzed an evaluated.
I. The Advertisement
Downy has millions of ideas for advertisements for their laundry products. One of their advertisements particularly caught my eye. A Downy simple pleasures fabric softener ad was chosen. Its optical focus is a middle aged white female and white male, perhaps husband and wife, standing in a hallway with a freshly set dinner table behind them. She is wearing a semi-formal dress and the man is also wearing a nice long sleeved shirt. The man in the ad is behind the women seductively smelling the fabric on her shoulder from her dress. Around the same area that he is smelling her, is a fictitious smoke-like image of a pleasant scent rising off her shoulder in to the surrounding air. She has her head tilted down towards the man and she is smiling at him in ecstasy. He also seems to like her smell because he is smiling with his eyes closed. If we look down towards their hands we can see that the man has his hand on top of the woman’s hand. Next to their hands it says, “staying in is no reason your alluring side shouldn’t come out.” If we look further down towards the bottom of the page it gives another line that says, “Express every side a touch more with Downy Simple Pleasures. Renewing scent pearls release with your embrace. So from alluring to serene, daring and beyond, you can feel more.” This gives the audience an idea of the chemistry that was intended to be shown in this advertisement This Downy ad seems to target middle aged women and uses various emotional appeals, and elements of effective layout. Most notably the “need for sex” appeal in harmony with the element of movement and balance. They use these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
II. Readership and Intended Audience
The Downy ad was taken from a women fitness magazine called Women’s Fitness. Considering the fact that the ad came out of a women’s magazine and the main optical focus is a women, we can assume that the makers of the ad intended to ad to be directed towards a female audience. The element of balance comes into play with the intended gender assumption of this advertisement. Since the woman in this ad is the biggest and most prominent element in this seems to suggest that it was intended for a female audience. The audience age is intended to be directed towards middle aged women. This can be assumed because most middle aged women are beginning to worry about their fading hour glass figure and read women’s fitness magazines to keep in shape. Also the age of the women in the ad is very important to the intended age of audience. The woman looks to be middle aged as well as the man so we can assume it is intended for the same age group. The class can be assumed for middle to upper class women. The man and women are both nicely dressed and the woman is wearing some jewelry, and man is dressed in a nice button down shirt. The table is set with wine and a salad which compliments why it is placed in a woman’s fitness magazine. Doctors have said that a glass of wine once a day is good for your heart and eating salad is obviously healthy. Wine has always been a symbol of wealth so they could be a clue to the target class of this advertisement. The intended race can be argued for white people because the man and women are both white. It could go the other way though because everyone has to wash their clothes regardless of race. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener.
III. Need for Sex and Gaze Motion
This ad uses the element of movement in tune with gaze motion to lead the audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the women wife figure. If we look at the woman’s face we see that she is looking at her shoulder. We follow her gaze and we see a male figure, probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the advertisement. It also guides the reader’s eye from one element to another and makes sure he or she does not forget anything. The sexual part of the advertisement becomes evident to the reader, most likely a middle-aged woman. The makers of this advertisement try to convey that women at that age wanted to feel sexy, alluring, and wanted by their significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
The most prominent appeal that is sparked by the gaze motion of the woman is the “need for sex” appeal. Just by looking at the Downy advertisement for a second you get a strong sexual vibe from the way the man and women are connecting with each other. The man is smelling her shoulder very seductively and she is gazing at him with a pleasing expression on her face. The placement of the man’s hand over the woman’s implies an even more intimate image to the audience. The makers of this ad are trying to persuade the women audience to use their fabric softener, because you will smell sexy and your alluring side will come out. Also the text that is placed just under this sexual image suggests a sexual tone to the advertisement. The text of the ad reads, “staying in is no reason your alluring side shouldn’t come out.” This could also be looked on in as a reason to stay in your own home instead of going out. The current times are financially straining on the society and people are finding anyway possible to save every penny, even the U.S. Census Bureau states on there website that, “more than 70 percent of families in the United States have seen a decrease in total income since 2001.” Downy is suggesting for its audience to say in and let you alluring side come out.
IV. Need for Aesthetic Sensations and Balance.
Downy uses balance, another element of effective layout, to create a successful and visually pleasing advertisement. The element of balance contains the optical center, which is the point the reader’s eye designates as the center of an area. In Downey’s ad the women in the center of the page is the optical center. She is equally distant from each side of the paper. On the left side of her is the freshly set dinner table, in association with the right side of her which shows her hand covered sensually by the man behind her. This balance presents equilibrium in the ad, because the left and right side have equal visual images that catch a reader’s eye. The equilibrium in this ad presents a different kind of balance called formal balance. Formal balance is achieved through the balance between the left and the right side of the advertisement. They both equal each other in meaning surround the fulcrum image of the advertisement. The balance of all the pleasing images in the Downy advertisement brings another appeal that most people don’t even think about. The “need for aesthetic sensations” basically means the need to create a visually pleasing image. The image of a man sensually kissing a woman’s neck and holding her hand must be visually pleasing to any woman reader. The image of a nicely set dinner table, and nicely dressed people create an aesthetic sensation and are easily catch readers attention because they are automatically pleased by the raw image of the advertisement.
I. The Advertisement
Downy has millions of ideas for advertisements for their laundry products. One of their advertisements particularly caught my eye. A Downy simple pleasures fabric softener ad was chosen. Its optical focus is a middle aged white female and white male, perhaps husband and wife, standing in a hallway with a freshly set dinner table behind them. She is wearing a semi-formal dress and the man is also wearing a nice long sleeved shirt. The man in the ad is behind the women seductively smelling the fabric on her shoulder from her dress. Around the same area that he is smelling her, is a fictitious smoke-like image of a pleasant scent rising off her shoulder in to the surrounding air. She has her head tilted down towards the man and she is smiling at him in ecstasy. He also seems to like her smell because he is smiling with his eyes closed. If we look down towards their hands we can see that the man has his hand on top of the woman’s hand. Next to their hands it says, “staying in is no reason your alluring side shouldn’t come out.” If we look further down towards the bottom of the page it gives another line that says, “Express every side a touch more with Downy Simple Pleasures. Renewing scent pearls release with your embrace. So from alluring to serene, daring and beyond, you can feel more.” This gives the audience an idea of the chemistry that was intended to be shown in this advertisement This Downy ad seems to target middle aged women and uses various emotional appeals, and elements of effective layout. Most notably the “need for sex” appeal in harmony with the element of movement and balance. They use these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
II. Readership and Intended Audience
The Downy ad was taken from a women fitness magazine called Women’s Fitness. Considering the fact that the ad came out of a women’s magazine and the main optical focus is a women, we can assume that the makers of the ad intended to ad to be directed towards a female audience. The element of balance comes into play with the intended gender assumption of this advertisement. Since the woman in this ad is the biggest and most prominent element in this seems to suggest that it was intended for a female audience. The audience age is intended to be directed towards middle aged women. This can be assumed because most middle aged women are beginning to worry about their fading hour glass figure and read women’s fitness magazines to keep in shape. Also the age of the women in the ad is very important to the intended age of audience. The woman looks to be middle aged as well as the man so we can assume it is intended for the same age group. The class can be assumed for middle to upper class women. The man and women are both nicely dressed and the woman is wearing some jewelry, and man is dressed in a nice button down shirt. The table is set with wine and a salad which compliments why it is placed in a woman’s fitness magazine. Doctors have said that a glass of wine once a day is good for your heart and eating salad is obviously healthy. Wine has always been a symbol of wealth so they could be a clue to the target class of this advertisement. The intended race can be argued for white people because the man and women are both white. It could go the other way though because everyone has to wash their clothes regardless of race. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener.
III. Need for Sex and Gaze Motion
This ad uses the element of movement in tune with gaze motion to lead the audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the women wife figure. If we look at the woman’s face we see that she is looking at her shoulder. We follow her gaze and we see a male figure, probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the advertisement. It also guides the reader’s eye from one element to another and makes sure he or she does not forget anything. The sexual part of the advertisement becomes evident to the reader, most likely a middle-aged woman. The makers of this advertisement try to convey that women at that age wanted to feel sexy, alluring, and wanted by their significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
The most prominent appeal that is sparked by the gaze motion of the woman is the “need for sex” appeal. Just by looking at the Downy advertisement for a second you get a strong sexual vibe from the way the man and women are connecting with each other. The man is smelling her shoulder very seductively and she is gazing at him with a pleasing expression on her face. The placement of the man’s hand over the woman’s implies an even more intimate image to the audience. The makers of this ad are trying to persuade the women audience to use their fabric softener, because you will smell sexy and your alluring side will come out. Also the text that is placed just under this sexual image suggests a sexual tone to the advertisement. The text of the ad reads, “staying in is no reason your alluring side shouldn’t come out.” This could also be looked on in as a reason to stay in your own home instead of going out. The current times are financially straining on the society and people are finding anyway possible to save every penny, even the U.S. Census Bureau states on there website that, “more than 70 percent of families in the United States have seen a decrease in total income since 2001.” Downy is suggesting for its audience to say in and let you alluring side come out.
IV. Need for Aesthetic Sensations and Balance.
Downy uses balance, another element of effective layout, to create a successful and visually pleasing advertisement. The element of balance contains the optical center, which is the point the reader’s eye designates as the center of an area. In Downey’s ad the women in the center of the page is the optical center. She is equally distant from each side of the paper. On the left side of her is the freshly set dinner table, in association with the right side of her which shows her hand covered sensually by the man behind her. This balance presents equilibrium in the ad, because the left and right side have equal visual images that catch a reader’s eye. The equilibrium in this ad presents a different kind of balance called formal balance. Formal balance is achieved through the balance between the left and the right side of the advertisement. They both equal each other in meaning surround the fulcrum image of the advertisement. The balance of all the pleasing images in the Downy advertisement brings another appeal that most people don’t even think about. The “need for aesthetic sensations” basically means the need to create a visually pleasing image. The image of a man sensually kissing a woman’s neck and holding her hand must be visually pleasing to any woman reader. The image of a nicely set dinner table, and nicely dressed people create an aesthetic sensation and are easily catch readers attention because they are automatically pleased by the raw image of the advertisement.
1st Draft - 09/30/09
As per your request, an ad that is selling a product in competition with our firm has been analyzed an evaluated.
I. The Advertisement
Downy has millions of ideas for advertisements for their laundry products. One of their advertisements particularly caught my eye. A Downy simple pleasures fabric softener ad was chosen. Its optical focus is a middle aged white female and white male, perhaps husband and wife, standing in a hallway with a freshly set dinner table behind them. She is wearing a semi-formal dress and the man is also wearing a nice long sleeved shirt. The man in the ad is behind the women seductively smelling the fabric on her shoulder from her dress. Around the same area that he is smelling her, is a fictitious smoke-like image of a pleasant scent rising off her shoulder in to the surrounding air. She has her head tilted down towards the man and she is smiling at him in ecstasy. He also seems to like her smell because he is smiling with his eyes closed. If we look down towards their hands we can see that the man has his hand on top of the woman’s hand. Next to their hands it says, “staying in is no reason your alluring side shouldn’t come out.” If we look further down towards the bottom of the page it gives another line that says, “Express every side a touch more with Downy Simple Pleasures. Renewing scent pearls release with your embrace. So from alluring to serene, daring and beyond, you can feel more.” This gives the audience an idea of the chemistry that was intended to be shown in this advertisement This Downy ad seems to target middle aged women and uses various emotional appeals, and elements of effective layout. Most notably the “need for sex” appeal in harmony with the element of movement and balance. They use these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
II. Readership and Intended Audience
The Downy ad was taken from a women fitness magazine called Women’s Fitness. Considering the fact that the ad came out of a women’s magazine and the main optical focus is a women, we can assume that the makers of the ad intended to ad to be directed towards a female audience. The element of balance comes into play with the intended gender assumption of this advertisement. Since the woman in this ad is the biggest and most prominent element in this seems to suggest that it was intended for a female audience. The audience age is intended to be directed towards middle aged women. This can be assumed because most middle aged women are beginning to worry about their fading hour glass figure and read women’s fitness magazines to keep in shape. Also the age of the women in the ad is very important to the intended age of audience. The woman looks to be middle aged as well as the man so we can assume it is intended for the same age group. The class can be assumed for middle to upper class women. The man and women are both nicely dressed and the woman is wearing some jewelry, and man is dressed in a nice button down shirt. The table is set with wine and a salad which compliments why it is placed in a woman’s fitness magazine. Doctors have said that a glass of wine once a day is good for your heart and eating salad is obviously healthy. Wine has always been a symbol of wealth so they could be a clue to the target class of this advertisement. The intended race can be argued for white people because the man and women are both white. It could go the other way though because everyone has to wash their clothes regardless of race. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener.
III. Need for Sex and Gaze Motion
This ad uses the element of movement in tune with gaze motion to lead the audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the women wife figure. If we look at the woman’s face we see that she is looking at her shoulder. We follow her gaze and we see a male figure, probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the advertisement. It also guides the reader’s eye from one element to another and makes sure he or she does not forget anything. The sexual part of the advertisement becomes evident to the reader, most likely a middle-aged woman. The makers of this advertisement try to convey that women at that age wanted to feel sexy, alluring, and wanted by their significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
The most prominent appeal that is sparked by the gaze motion of the woman is the “need for sex” appeal. Just by looking at the Downy advertisement for a second you get a strong sexual vibe from the way the man and women are connecting with each other. The man is smelling her shoulder very seductively and she is gazing at him with a pleasing expression on her face. The placement of the man’s hand over the woman’s implies an even more intimate image to the audience. The makers of this ad are trying to persuade the women audience to use their fabric softener, because you will smell sexy and your alluring side will come out. Also the text that is placed just under this sexual image suggests a sexual tone to the advertisement. The text of the ad reads, “staying in is no reason your alluring side shouldn’t come out.” This could also be looked on in as a reason to stay in your own home instead of going out. The current times are financially straining on the society and people are finding anyway possible to save every penny, even the U.S. Census Bureau states on there website that, “more than 70 percent of families in the United States have seen a decrease in total income since 2001.” Downy is suggesting for its audience to say in and let you alluring side come out.
I. The Advertisement
Downy has millions of ideas for advertisements for their laundry products. One of their advertisements particularly caught my eye. A Downy simple pleasures fabric softener ad was chosen. Its optical focus is a middle aged white female and white male, perhaps husband and wife, standing in a hallway with a freshly set dinner table behind them. She is wearing a semi-formal dress and the man is also wearing a nice long sleeved shirt. The man in the ad is behind the women seductively smelling the fabric on her shoulder from her dress. Around the same area that he is smelling her, is a fictitious smoke-like image of a pleasant scent rising off her shoulder in to the surrounding air. She has her head tilted down towards the man and she is smiling at him in ecstasy. He also seems to like her smell because he is smiling with his eyes closed. If we look down towards their hands we can see that the man has his hand on top of the woman’s hand. Next to their hands it says, “staying in is no reason your alluring side shouldn’t come out.” If we look further down towards the bottom of the page it gives another line that says, “Express every side a touch more with Downy Simple Pleasures. Renewing scent pearls release with your embrace. So from alluring to serene, daring and beyond, you can feel more.” This gives the audience an idea of the chemistry that was intended to be shown in this advertisement This Downy ad seems to target middle aged women and uses various emotional appeals, and elements of effective layout. Most notably the “need for sex” appeal in harmony with the element of movement and balance. They use these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
II. Readership and Intended Audience
The Downy ad was taken from a women fitness magazine called Women’s Fitness. Considering the fact that the ad came out of a women’s magazine and the main optical focus is a women, we can assume that the makers of the ad intended to ad to be directed towards a female audience. The element of balance comes into play with the intended gender assumption of this advertisement. Since the woman in this ad is the biggest and most prominent element in this seems to suggest that it was intended for a female audience. The audience age is intended to be directed towards middle aged women. This can be assumed because most middle aged women are beginning to worry about their fading hour glass figure and read women’s fitness magazines to keep in shape. Also the age of the women in the ad is very important to the intended age of audience. The woman looks to be middle aged as well as the man so we can assume it is intended for the same age group. The class can be assumed for middle to upper class women. The man and women are both nicely dressed and the woman is wearing some jewelry, and man is dressed in a nice button down shirt. The table is set with wine and a salad which compliments why it is placed in a woman’s fitness magazine. Doctors have said that a glass of wine once a day is good for your heart and eating salad is obviously healthy. Wine has always been a symbol of wealth so they could be a clue to the target class of this advertisement. The intended race can be argued for white people because the man and women are both white. It could go the other way though because everyone has to wash their clothes regardless of race. The assumption that makers of the ad believe is that women do more laundry then men so they direct most of the focus of the ad on a women and the attention she is receiving from the man behind her because she uses Downy Simple Pleasures fabric softener.
III. Need for Sex and Gaze Motion
This ad uses the element of movement in tune with gaze motion to lead the audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the women wife figure. If we look at the woman’s face we see that she is looking at her shoulder. We follow her gaze and we see a male figure, probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the advertisement. It also guides the reader’s eye from one element to another and makes sure he or she does not forget anything. The sexual part of the advertisement becomes evident to the reader, most likely a middle-aged woman. The makers of this advertisement try to convey that women at that age wanted to feel sexy, alluring, and wanted by their significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
The most prominent appeal that is sparked by the gaze motion of the woman is the “need for sex” appeal. Just by looking at the Downy advertisement for a second you get a strong sexual vibe from the way the man and women are connecting with each other. The man is smelling her shoulder very seductively and she is gazing at him with a pleasing expression on her face. The placement of the man’s hand over the woman’s implies an even more intimate image to the audience. The makers of this ad are trying to persuade the women audience to use their fabric softener, because you will smell sexy and your alluring side will come out. Also the text that is placed just under this sexual image suggests a sexual tone to the advertisement. The text of the ad reads, “staying in is no reason your alluring side shouldn’t come out.” This could also be looked on in as a reason to stay in your own home instead of going out. The current times are financially straining on the society and people are finding anyway possible to save every penny, even the U.S. Census Bureau states on there website that, “more than 70 percent of families in the United States have seen a decrease in total income since 2001.” Downy is suggesting for its audience to say in and let you alluring side come out.
Write a paragraph of your paper - 09/28/09
This ad uses the element of movement and gaze motion to lead to audience to the "need for sex" appeal this ad conveys. Movement in layout is generally from left to right and from top to bottom. If the reader follows this motion they will be lead to the center image of the ad, the female wife figure. If we look at the females face we see that she is looking at her shoulder. We follow her gaze and we see a male figure,probably a husband or boyfriend, seductively smelling her shoulder. This gaze motion directs the readers to the chemistry between the two people in the ad. The sexual part of the ad becomes evident to the reader, most likely a middle aged women. The makers of this ad try to convey that women at that age feel the need to be wanted by there significant other and this ad definitely shows this with the placement of the male figure behind her. This automatically sparks the "need for sex" appeal in the readers mind.
Outline and Explanation - 09/28/09
I. The Advertisement
The ad is made by downy simple pleasures, which is a new kind of fabric softener shows a fairly young female standing in the middle of the page. She takes up almost eighty percent of the page. She also has her husband or boyfriend standing behind her seductively smelling her neck. There is text just below her that says, “staying in is no reason your alluring side shouldn’t come out.”
This “Downy” ad seems to target middle aged women and uses the picture of a husband and wife, who both are showing alluring and seductive expressions on their faces.
II. The need for Sex
There is a strong sexual image in this ad the man in the ad smells the women’s shoulder because she is suppose to smell for good. The reason she smells good is because she uses Downy simple pleasers. This sexual image is suppose to catch the readers eye mostly likely a women’s eye.
III. Intended Readership
This ad is intended for women. The simple fact that a woman is being seductively smelled by a man gives us the idea that it was made to catch a women’s eye. Also this ad came out of a women’s magazine. The intended race can be argued that is was for white females, but everyone has to do laundry regardless of race so I would say it was intended for all races.
IV. Element of Effective Layout
The element of movement is seen clearly in this ad. As you look from top to bottom on this ad you first notice the women gazing to her shoulder. The reveals a man who is seductively smelling her shoulder. This gaze motion directs the reader’s attention to sexual idea this ad is trying to convey.
V. Conclusion
The Downy ad tries to sell its product to middle aged women with a strong sexual image that catches the female reader’s eye. This sexual image is also emphasized with the element of movement and gaze motion.
The ad is made by downy simple pleasures, which is a new kind of fabric softener shows a fairly young female standing in the middle of the page. She takes up almost eighty percent of the page. She also has her husband or boyfriend standing behind her seductively smelling her neck. There is text just below her that says, “staying in is no reason your alluring side shouldn’t come out.”
This “Downy” ad seems to target middle aged women and uses the picture of a husband and wife, who both are showing alluring and seductive expressions on their faces.
II. The need for Sex
There is a strong sexual image in this ad the man in the ad smells the women’s shoulder because she is suppose to smell for good. The reason she smells good is because she uses Downy simple pleasers. This sexual image is suppose to catch the readers eye mostly likely a women’s eye.
III. Intended Readership
This ad is intended for women. The simple fact that a woman is being seductively smelled by a man gives us the idea that it was made to catch a women’s eye. Also this ad came out of a women’s magazine. The intended race can be argued that is was for white females, but everyone has to do laundry regardless of race so I would say it was intended for all races.
IV. Element of Effective Layout
The element of movement is seen clearly in this ad. As you look from top to bottom on this ad you first notice the women gazing to her shoulder. The reveals a man who is seductively smelling her shoulder. This gaze motion directs the reader’s attention to sexual idea this ad is trying to convey.
V. Conclusion
The Downy ad tries to sell its product to middle aged women with a strong sexual image that catches the female reader’s eye. This sexual image is also emphasized with the element of movement and gaze motion.
Definitive list of the points and thesis - 09/25/09
Thesis:Downy uses these appeals and elements to encourage the use of their fabric softener by middle-aged women to smell sexy and bring out their alluring side.
1)Movement- gaze motion
2)Balance- formal balance
3)Need for sex
4)Need for aesthetic sensations
1)Movement- gaze motion
2)Balance- formal balance
3)Need for sex
4)Need for aesthetic sensations
Ad Profile - 09/23/09
1) My advertisement is trying to sell a new kind of downy fabric softener called downy simple pleasures.
2)
a) Need for sex - This ad shows a house wife who is being seductively touched by a male most likely husband. This automatically catches a females attention because they are the ones who tend to do laundry. It makes them think that if they use that kind of fabric softener they will smell really good, almost as if it were a perfume.
b) Need for Affiliation - This husband and wife show affiliation in this ad because they are obviously showing intimacy because he is all up on her smelling her neck. This helps sell the idea that if you use this product it could increase intimacy with your partner.
c) Need for attention - This ad shows the need for attention because the women is getting attention from a man because her clothes smell nice. This ad is trying to sell the idea that if you use there fabric softener you will get more attention because your clothes smell nice.
d) Need for Autonomy - The ad says in text below the picture of the man and women,"staying in is no reason your alluring side shouldn't come out." This is saying that just cause your are staying in for the night doesn't mean that it is going to be any old boring night. This is trying to sell the idea that this fabric softener can make your alluring side come out.
e) Need for Aesthetic Sensations - The ad shows a husband and wife dressed up nicely. It looks like they are about to sit down for a nice dinner. This creates a visually pleasing picture that the audience can relate to as something they would like to have.
f) Physiological Needs - The ad expresses the idea that if you use there fabric softener that your clothes will be so soft it will be almost pleasurable to touch. It also gives us the physiological need of being wanted and touched by someone because of how soft and good we will smell when we use it.
g) Need to Escape - This ad suggests escaping from the norm of typical night of just staying in. It suggests you should like your alluring side out because you know that after using there fabric softener you can feel soft and sexy and smell great.
3) This ad is aimed at mid-aged married women. It can be accepted by any race even though the two people in it are white. The magazine as a whole is a women's magazine so almost all ads in it are geared towards women.
4)Balance- The women in this ad is the center and is the biggest thing in the ad. The man standing behind her is the also a big part of the balance because he and the women a had are considered as one focal point.
Movement - As you look from top to bottom on this ad you first notice the women gazing to her shoulder. The reveals a man who is seductively smelling her shoulder. This gaze motion directs the readers attention to sexual idea this ad is trying to convey.
Unity - The male closely behind the female conveys unity because all you see is his head and arm rubbing hers. It makes them look like one and shows that they are very close to each other. This can help sell the product because it makes the audience think that it will make people want to be by you.
Emphasis - This ad shows emphasis with the image of a flower like scent coming from the women's shoulder where the man is smelling. This emphasises the idea of how good you will smell if you use this kind of fabric softener.
2)
a) Need for sex - This ad shows a house wife who is being seductively touched by a male most likely husband. This automatically catches a females attention because they are the ones who tend to do laundry. It makes them think that if they use that kind of fabric softener they will smell really good, almost as if it were a perfume.
b) Need for Affiliation - This husband and wife show affiliation in this ad because they are obviously showing intimacy because he is all up on her smelling her neck. This helps sell the idea that if you use this product it could increase intimacy with your partner.
c) Need for attention - This ad shows the need for attention because the women is getting attention from a man because her clothes smell nice. This ad is trying to sell the idea that if you use there fabric softener you will get more attention because your clothes smell nice.
d) Need for Autonomy - The ad says in text below the picture of the man and women,"staying in is no reason your alluring side shouldn't come out." This is saying that just cause your are staying in for the night doesn't mean that it is going to be any old boring night. This is trying to sell the idea that this fabric softener can make your alluring side come out.
e) Need for Aesthetic Sensations - The ad shows a husband and wife dressed up nicely. It looks like they are about to sit down for a nice dinner. This creates a visually pleasing picture that the audience can relate to as something they would like to have.
f) Physiological Needs - The ad expresses the idea that if you use there fabric softener that your clothes will be so soft it will be almost pleasurable to touch. It also gives us the physiological need of being wanted and touched by someone because of how soft and good we will smell when we use it.
g) Need to Escape - This ad suggests escaping from the norm of typical night of just staying in. It suggests you should like your alluring side out because you know that after using there fabric softener you can feel soft and sexy and smell great.
3) This ad is aimed at mid-aged married women. It can be accepted by any race even though the two people in it are white. The magazine as a whole is a women's magazine so almost all ads in it are geared towards women.
4)Balance- The women in this ad is the center and is the biggest thing in the ad. The man standing behind her is the also a big part of the balance because he and the women a had are considered as one focal point.
Movement - As you look from top to bottom on this ad you first notice the women gazing to her shoulder. The reveals a man who is seductively smelling her shoulder. This gaze motion directs the readers attention to sexual idea this ad is trying to convey.
Unity - The male closely behind the female conveys unity because all you see is his head and arm rubbing hers. It makes them look like one and shows that they are very close to each other. This can help sell the product because it makes the audience think that it will make people want to be by you.
Emphasis - This ad shows emphasis with the image of a flower like scent coming from the women's shoulder where the man is smelling. This emphasises the idea of how good you will smell if you use this kind of fabric softener.
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