Advertising by its very nature consists manipulation. It is based on pushing an idea about a product or service.
It has several roles,
Marketing role; focuses on satisfying the general consumers by addressing their needs through goods and services. It is not directed at the entire public but a set of customers that is called the target market.
Communication role; refers to the mass communication objective that advertising is capable to fulfill. It is a spectacular means to inform the customers and communicate to them about the goods and services they desire to buy.
Economic role; directly deals with the advertiser's objectives. Normally an advertiser's objectives behind making an advertisement are to generate sales. Also it helps the consumers to appraise the value and benefits of the products that are being advertised against the price that they are offered at in order to make the most efficient and economic choice.
Societal role; is quite a fascinating one. On one hand, advertising helps in generating the trends in a particular society while on the other hand it is becoming the cause of breaking norms that had been part of the society for so long in order to create a unique impact. It has a somewhat ambivalent nature, something that some people like while others resent it.
Some companies and agencies use controversy and shocking images to get attention which most of the time disturbs several groups of people.
Sisley
Dolce & Gabbana – January 2007
Banned in Italy, this Dolce & Gabbana advertisement has been criticized as a glorification of rape. While one can never be sure of D&G’s true intent, the company’s penchant is for controversy.
Akademics – 2004
With so many more overt ads to condemn, this cleverly worded campaign flew under the typical prude-radar. That is, until some loose-lipped highschooler spilled the beans that “Getting Brain” has a sexual connotation (see faux-Puma ads above). Akademics subsequently acknowledged their intent and pulled the ad from distribution.
With so many more overt ads to condemn, this cleverly worded campaign flew under the typical prude-radar. That is, until some loose-lipped highschooler spilled the beans that “Getting Brain” has a sexual connotation (see faux-Puma ads above). Akademics subsequently acknowledged their intent and pulled the ad from distribution.
Duncan Quinn
Advertising their suits with an image of a man who appears to have strangled an underwear-clad woman on the hood of a car.Are the images of dead or drugged women are sexy enough to sell men’s clothes?
And finally a vintage ad which can be a study case for its lack of advertisement ethics.
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