Advertising in American society- 10/29/08

Sex, Money, and Designer Jeans

To walk down the street of any major city in this fine country is to subconsciously observe a mass production of stereotypes manufactured by the major corporations of America. The advertising industry sets invisible rules and guidelines for Americans to live by so they can be socially accepted. You wink at the tall blonde woman with the newest Guess jeans; ipod headphones in her ears and the newest issue of Vogue in hand. You have never met her before but you can already tell she’s cool. In contrast, you move to the other side of the sidewalk as a homeless looking man wearing layers of old clothing and a pair of beat up shoes approaches. Both people do not even acknowledge you, yet you respond to them; you’re conditioned to.
Advertising is one of the most influencing forces in American media. Magazine covers are plastered with gorgeous people in professionally-done make up and the best clothing big business can manufacture and mass-produce. The American public, in turn, feels the need to imitate these idolized figures. They are on magazine covers after all. They must be successful and happy…right? The media teaches us, in order to look like these “people” and ultimately be happy, we have to buy the products they use. We buy clothes and cosmetics that imitate the ideal figure of society. These figures are considered beautiful and successful, so if we buy the products they are pushing, we, in turn, will be considered beautiful and become successful. This unavoidable media conditioning is the driving force of business in America. If we buy what society considers trendy and cool, we are accepted. In contrast, if we don’t look or dress the way that the media tells us is acceptable, we are punished through criticism and judgment.
Adolescence is the prime time in the consumer’s life for the advertising industry to target their prey. Teenagers are already self-conscious and anxious to fit in. The media feed on those with poor self-esteem and a weak sense of identity. A Champion ad found in Cosmopolitan magazine displays two attractive co-eds frolicking about in a park. Both clad in Champion gear, a blonde haired, blue-eyed boy carries an equally gorgeous girl on his back with a football cradled in his arms. The girl has bright white teeth against her tan skin, showcased in a playful smile seemingly saying, “Thank god for these Champion clothes! Now I have this awesome football-playing boyfriend and I’m the coolest girl in school! We’re so happy.” A horny high school boy with bad social skills sees this ad and thinks, “Maybe I should start playing football. I’ll probably get a girlfriend if I play sports. I should head to Sports Authority and pick up some Champion T-shirts first.” Score one for advertising; another consumer hooked by our interpretation of the American Dream.
Now, what if we really want to look like the stars, but can’t afford to keep up with the constant change of trends? Businesses aimed towards budget-conscious consumers try their hardest to mimic the look of more expensive stores, to make people think; even though our prices are low, were still cool and hip! A Payless ad for a teen-targeted shoe and accessory line, American Eagle, looks very similar to higher end retail advertisements. There are a group of attractive teens on a beach, all very attractive, talking and socializing like one would imagine the “cool kids” in high school do. Teens may find this ad appealing initially, but as soon as they see the almost hidden Payless logo in the bottom left of the page, they are apprehensive. What if someone at school asks me where I got my shoes? What if they think I’m poor? Considering the largest text on the page says “American Eagle”, which just so happens to be another, more expensive store, they can answer in one of two ways. They can say they got them at Payless for ten bucks, or if they’re more self-conscious they can say the shoes are American Eagle. This is a genius move on Payless’s part, considering they can still appeal to higher end tastes, without the matching prices. They can be inexpensive without flaunting it. This makes shopping at bargain stores a little less “shameful” to a self-conscious teen.
Sex appeal is also a hard-hitting component in American advertising. A KY ad found in Self-magazine shows an aerial view of a bed with an attractive naked man and woman entangled in purple satin sheets. The woman is staring seductively upwards towards the camera, hair colored like fire, silently saying to the viewer, “Use this lube and you can have sex with people who look like me.” This is probably the most effective way to get a consumer to buy a product. After all, sex is an instinctual part of human nature; everyone has sexual needs and wants. The aforementioned horny teenager sees this ad and thinks, if they go out to the drugstore and buy this product, they’ll get lucky with the opposite sex. This ad is taking an approach at advertising that makes the consumer thing they can take a short-cut to get what they want. Advertisers lead us to believe that some things can be accomplished and achieved if we just buy their product; forget anything about actually working towards a goal or developing a personality. Why bother when the media creates our own opinions, preferences, and self-images for us?
Advertising in America, as well as other countries, portrays the ultimate standard of living. We are made to believe, if we are attractive and buy all the latest designer clothes, we will be happy and successful. I am constantly in awe of just how far advertisements will go. Some advertisements, such at the KY ad I mentioned previously, toe the line of propriety and edge closer to the degradation of the human race in general. Whether it be a woman who is almost fully naked with a greasy hamburger in her mouth or a doctor recommending a diet pill, Americans will always be looking for that quick fix. It could be finding a fast way to lose weight, look hot, and even just be socially acceped. I strongly stand by the motto of “happiness can’t be bought.” If a person is unhappy or upset, then looking at these ads and seeing the highly unrealistic scenes they portray is not going to help their case. Although easier said than done, the advertisements of today’s media are not healthy and should not be taken seriously. Girls should not be looking at these rail thin models and feeling like they need to lose weight and show their stomachs to lead a fulfilling life. Boys should not be taught that all women should be seen as sex-objects and supermodels. Advertisements are exaggerations, plain and simple. So the next time you see an emaciated model in the newest pair of lime green Bebe hot pants, remember this: The goals of advertising can all be narrowed down to one single sentence; we want your money.