Advertising: The Targeting of Human Emotions

Many facts about a decade can be shown through the products sold and invented during that time period. An advertisement, for those products, not only shows what’s being sold, but also reveals details about society at that time. In order to grab the viewer’s attention advertisements often reveal something about the culture through their target audience. Advertisements, in general, also use aspects of human psychology to persuade the buyer their product is the best. This ultimately shows that close analysis of advertising tactics can reveal facts of culture and human nature during a historical time period.

In Pentron’s Tape Recorder Advertisement for a 1956 Holiday magazine, the role of male dominance in a household is revealed. The advertisement states, “Thanks a lot, DAD- we’ve always wanted a pentron TAPE RECORDER.” This advertisement bolds the two most important words, the consumer and the product. By visibly making the word dad stand out, it’s clear that men did the majority of the purchasing at this time and had the most power in households. Not only does the article grab men’s attention by the bolding the word dad, but has a way of emotionally persuading them to purchase the product. The advertisement shows an image of the mother standing back, while two children smile and grab onto their father, after receiving the tape recorder. This once again shows how the mother isn’t involved in the purchasing, and therefore reveals male superiority. However, to the consumer, it also is persuasive because its essentially saying if you buy our product your children will be happy. Not only does the advertisement emotionally persuade the consumer though, it also looks very trustworthy and is eye catching. At the bottom of the advertisement it lists all the different places, with addresses, as to where you can purchase the tape recorder, making it seem legitimate and also a big hit if 8 different places are selling it. The advertisement is also eye catching. The advertisement uses different fonts and sizes of words in order to make things stand out to the consumer. For example, every time the word Pentron is used, they use their logo, not just regular font. Overall, Pentron’s Tape Recorder advertisement uses emotional persuasion and eye catching visual tactics, in order to persuade fathers that the tape recorder is the perfect gift for their child.

In Revere’s 1956 Tape Recorder advertisement, published in the New Yorker, one can see the how ordinary people want to be like famous people. The advertisement states, “Top Stars Choose Revere ‘Balanced Tone’ HIGH FIDELITY TAPE RECORDERS.” Then the ad proceeds to talk about how Doris Day and other famous people find the recorder “invaluable.” The first three words of the ad “Top Stars Choose,” is at the top of the ad and is in the biggest font seen on the advertisement, besides the logo. This was clearly an intentional decision to grab the reader’s attention. While flipping through the New Yorker, a reader is more likely to stop and read about something famous people are doing than read about a tape recorder. Its human nature, to want to do things famous people are doing, so the advertisement persuades the viewer into purchasing their product by showing that Stars like Doris day are buying the tape recorder and love it.  Also the idea that famous people are happy with the product reassures the consumer that the product is trustworthy and worth their money. In addition, most of the advertisement is taken up by a photo of Doris Day, which also was a carefully selected. In the 1950’s Doris Day was a very famous actress, so by posting her picture at the center of the ad, this was also more likely to catch the readers attention. However, one can see from the advertisement that this product isn’t just for the average consumer, but those a little more well off. At the bottom of the ad, three prices are listed for three different types of tape recorders. Each price ranges from 170-285 dollars, which is the 1950’s was very expensive. Also, a tape recorder isn’t a necessity, so it’s clear that if for those who have a little extra spending money. In conclusion, Revere’s Tape Recorder targets wealthy consumers through eye catching visuals, text layout, and the appeal to be like the famous.

In Webcor’s 1953 Tape Recorder Advertisement, the importance of family is used to persuade the buyer. In the middle of the advertisement, taking up most of the page, is a family sitting around a large table, smiling, with a large turkey on their table and a tape recorder next to it. Beneath the photo, in a bold large font, the advertisement states, “ Only the turkey can’t talk. Tape it and keep it for life.” The ad then proceeds to say how families should record their Thanksgiving Dinners, so that years later they can play back the tape and listen to that “precious memory.” Family memories are very important to most people, so by establishing that as the use for this electronic, people are emotionally persuaded to buy the product. Also the decision to place the family photo in the center of the ad, rather than the product, served the purpose of initially catching the consumers’ attention while they were flipping through the magazine the ad was published in. An individual is more likely to stop if they see a picture of a happy family, than a tape recorder. However, this advertisement is clearly targeted at an older generation that wants to savor and remember the last memories with their families, rather than teenagers or young adults. The product is also for those whom are well off. At the bottom of the advertisement, it shows an image of the product with a description, a price, and an address for the company. All this information makes the consumer feels as though the product comes from a reputable maker, however the price of 287.50 reveals it’s only for those of a higher economic class. Also, the style of clothing the family in the photo is wearing is that of an upper class. Overall, Webcor’s Tape Recorder targets the older generation of an upper middle class through the notion of memory preservation.

The Three Tape Recorder advertisements each come from a different company, however they all rely on human weakness to entice buying of their product. Each of these advertisements don’t focus on the product itself, but rather focus on a weakness in humans that will make the buyer want to purchase the product. For example, Pentron’s advertisement focuses on the need for love, Revere’s advertisement focuses on the idea that people want to be like the rich and famous, and Webcor’s advertisement focuses on the importance of family and memories. All three advertisements also use similar tactics to visually attract the consumer. All three ads, place a photo in the center that has to do with the target weakness, they also bold certain slogans or words that are important. In summary, although the main idea of each advertisement may be different, the methods of persuasion and attraction to the products are almost identical.

Citations:

Pentron. “Thanks a lot, Dad-we’ve Always Wanted a Pentron Tape Recorder.” Advertisement. 1956. Ad*Access. Web. 29 Nov. 2014.

Revere. “Top Stars Choose Revere ‘Balanced Tone’ High Fidelity Tape Recorders.” Advertisement. New Yorker 1956: n. pag. Ad*Access. Web. 29 Nov. 2014.

Webcor. “Only the Turkey Can’t Talk. Tape it and Keep it for Life.” Advertisement. Look 1953:n.pag. Ad*Access. Web.29 Nov. 2014.

Fuller’s Food Movie

“You Call This Thai Food? The Robotic Taster Will Be the Judge,” by Thomas Fuller depicts a robot that can rate Thai food in order to determine if it is up to standards. The invention behind fuller’s article has the potential to turn into a popular fictional movie.

A great storyline for a movie is similar to that of a book, the storyline includes rising action, a climax and falling action. A movie based around a robot taste tester has the potential to form this great storyline. Imagine the movie beginning in the scene of restaurant where a group of people are sitting at table enjoying their food when all of a sudden one begins to complain about the lack of flavor in their pasta. It just so happens that the individual at the table that didn’t like their food is aspiring to be a famous scientist. After leaving the meal, she stays up all night trying to devise some invention that has the potential to rank restaurant food before it leaves the kitchen to ensure all diners will be satisfied. She pitches her idea to the director of the company she works for, an engineering company, and the director believes the idea will fail and refuses to invest in it. After hours and endless sleepless nights, she finally comes up with a taste tester robot that has the potential to help food industries around the nation. She shows her boss the invention, and her boss automatically wants to invest in it now, but she decides to leave the company and promote the product on her own. In the end she becomes incredibly famous and food industries around the country now give better quality of food to diners.

This movie would become very popular for many reasons. To start with,                                                                           most people enjoy watching a movie where the underdog becomes famous and this is the main principle of this film. Not only would this movie appeal to viewers who enjoy that storyline, but also viewers who are interested in science. This movie caters to science because it would depict the process of how the machine was made, and all the trials that the creator went through in order to perfect the machine. However, the movie not only appeals to the average viewer, and those who like science, but those who enjoy historical type movies. The invention in this movie, would have a large impact on the society in the movie. Therefore, someone interested in history or culture in general would enjoy watching this movie, because they would be able to analyze it from that perspective. Overall, a great movie is one that is popular because it targets many different audiences and a movie based around this experiment would have that impact.

CrowdPilot

Lauren McCarthy’s Crowdpilot is very different from most social networking programs that I myself have ever used or heard of. Crowdpilot is essentially an app that listens in to your conversation and gives you advice on what to say in particular situations. Although this app seems like a god idea when you are under pressure in a high stakes meeting, or very nervous on a date, I believe that it is in fact bad for social interactions.

There are some social networking sites where you can ask questions and people will respond, or you can look at other people’s questions in regards to advice and see the answers that other people gave them. One example of this may be the yahoo answers forum, where people ask all different types of questions. However, these forums, like yahoo answers, don’t give you immediate advice in social situations. You also don’t have the ability to use them on the spot, if you think its necessary.

Lauren McCarthy’s app is different because it gives both immediate feedback as well as is advertised in a way that makes it seem as though it can be used on the spot. Although the app is advertised in this manner, I don’t think it would be as easy as the app makes it seem to just pull out your phone on a date or something to get advice.

In a world like today where technology seems to surround us on a daily basis, and has a large effect on our everyday interactions, I think McCarthy’s app has the potential to have a large impact on relationships in the future. As many of us know a relationship is built upon how you interact with the other person, the things you have in common, and in the end how compatible based on your personalities you are for one another. In an ideal situation, displayed by this app, you could go on a date and essentially have this app tell you everything that you should say in order to make this date go well. If in the end the date did go well, then that would be because of the app not because the two people were compatible for one another. Using the app, has the potential to forge false relationships based on the fact that people are told to say things that will please the individuals around them.

If I knew that someone was using this app while talking to me, I don’t think I could ever really get to know them nor would I be pleased by the fact that they were using the app to essentially be someone they really are not. This app would really make me question and reconsider many relationships if I knew that people I was friendly with were using it. Overall, I think the idea to help people with this app was well intended, buts its use has the potential to harm many social interactions.

Spike Away Invention

I decided to choose the “Spike Away” invention. The invention is a vest covered in spikes to prevent people from invading your personal space in tightly packed area. I personally don’t like how the invention looks, it looks very intimidating and industrial. Maybe the intimidating look of the invention help serves its purpose to keep people away, but I personally don’t think it would blend well with clothing. The invention looks like it feels very sharp, cold and heavy. If it touched the skin of another person it looks as though it would pierce through. Because of the metallic nature of it, it also looks like it would be either very hot or cold to wear depending upon the external temperature.

The idea of having something to prevent people from getting to close to you is enticing to me, especially being from Boston where trains and streets are packed incredibly tightly. However, I can’t actually imagine myself wearing the invention on a daily basis just because I don’t like the way it looks. I also feel like if everyone wore the invention things would get very chaotic because it takes up a lot of space.

The invention has many positive and negative aspects to it but overall I think it’s a poor design. The invention has the potential to help people who suffer from claustrophobia, or don’t like being in tight spaces. However, because the invention looks like it could really harm someone, I think the negatives out weight the positives.

I think that if many people started to use this invention it would change relationships amongst individuals. If people grew accustomed to keeping their distances from other with this invention, overtime people may subconsciously chose to avoid others. Overall, this would have the effect of decreasing the number of close-knit relationships.

The Impact of Research

When I was in fifth grade, I was assigned to do a research paper based on my mother or father’s background and family history. I decided to choose my mom’s family because I knew she had moved around quite a bit when she was younger. My perspective on everything changed after doing that project. When I first began the project, my mom suggested that I talk to my grandpa, as he could give me the best information about the past.

My grandpa started the story describing how he was born in Cairo, Egypt. He said his ancestors from years back were also from Cairo as well. My grandpa explained to me how he met my grandma, got married and had two children in Cairo. He then proceeded to explain to me how when my mom was about 4 years old and my aunt was 6, a group of soldiers invaded their home and took my grandpa away. The solider took my grandpa away on the sole basis of being Jewish. After my grandpa was taken away my grandma new she had to leave with her two children and get to safety. My grandma, my mom, and my aunt got in contact with the Italian government, where they had family, and organized to get onto a boat from Cairo to Italy. When my mom and her family got to Italy, they had to live in a tiny one-room apartment and had frequent meetings with officials of the Italian government. Finally, the Italian government was able to rescue my grandpa ad re-unite with him with his family. Shortly there after, my mom and her family moved to the United States. I new at this point, I had discovered the most important part of my family’s past, because my view on many things suddenly changed.

Before this story, I never appreciated how good my life was and still is. It made me realize how lucky I am to live in a community where everyone is completely accepting of my identity. It was never something that I had ever thought about before at such a young age. It also made me realize how lucky I am to be able to live with my family, when so many people aren’t able to at certain points in their life.

Not only did the story change my perspective of my own life, but also how I viewed others. At a mere 11 years old, racism was never something that had really crossed my mind before. However, after learning about this story it was brought to my attention that even in 2000s racism still exists, and not everyone is always treated equally, as they should be. Now, almost 8 years later this philosophy still sticks with me. I’m determined to never treat anyone differently based on gender, skin color or religion.

The Morelli Method for Medicine

Carlo Ginzburg’s Clues discusses the importance of the Morelli Method, which was initially rejected. When many individuals try to identify something they look at the obvious hints to help them with this task, however Morelli would say this is wrong. The Morelli method is a method that identifies something by seemingly insignificant details. As a professor of medicine, the Morelli method could be applied to your work life. On a day-to-day basis individuals in the medical field are presented with cases where they must determine what a patient is suffering from. Since much is known about the symptoms of diseases in medicine, many physicians often pay attention to merely the obvious symptoms a patient is exhibiting in order to diagnose them. A good example of this is when a patient comes in with a cold, cough, and a high fever; many doctors will diagnose them with the flu without further testing. However, the Morelli method would say that the doctor should look at what specifically about this patient may be different then most patients who have the flu. For example, maybe this patients fever is slightly higher than most patients who have the flu. This seemingly insignificant detail may lead the doctor to determine that the patient doesn’t have the flu but another illness. Not only does the Morelli method apply to patients, but it also applies to bacteria and other pathogenic and non-pathogenic material, which professors of medicine deal with on a daily basis. In a lab setting, professors are often examining bacteria and viruses and determining how they may impact human life. In many cases the professor may look at similarities between that bacteria and other known pathogenic or non-pathogenic bacteria, in order to determine if it is harmful to human beings. The Morelli method, discussed in Clues, says that instead of looking at the obvious clues that reveal if something is pathogenic or not, the professor should look at a minor details in the bacteria. According to Morelli, this tiny detail, such as an extra hydroxyl group or lack of flagella, tells more about the bacteria’s impact on human beings than the obvious signs of pathology.

Overall, Ginzberg’s Clues discusses a new way of discovery that many wouldn’t come up with on their own. Even though the Morelli method was rejected, its application has potential to be incredibly helpful with challenges in the medical field.

The Future of Technology

The main character in the Movie Her, Theodore, works for a company called Beautiful Handwritten Letters. This company is devoted to writing letters for people who are unable to express their feelings to others. Theodore is very good at this job, because of his emotional state. At the beginning of the film, Theodore is incredibly depressed because of the pending divorce with his wife Catherine. Because Theodore is depressed, he has a lot of pent up emotions that he can take out in the letters he writes for his job, which makes this job a perfect fit. When Theodore’s depression worsens he downloads a computer program with a female voice. Theodore begins to fall in love with the computer program. He shares his feelings with her, and she listens to him. Theodore and the computer program then begin to have intimate verbal conversations, where his love for her is clearly expressed. During this time period, Theodore is yet again in the perfect position for his job. He is experiencing feelings of love for his computer program, Samantha, and he is able to express those in the letters he writes for his job. Toward the end of the movie, Samantha reveals to Theodore that she is talking to many other people and loves over 600 of them, however she says still is in love with Theodore. Theodore is hurt when he finds this out, and then Samantha reports that all OS programs will no longer be interacting with humans. With Samantha’s departure, Theodore is filled with depressed feelings once again. This high emotional state is once again a perfect asset to Theodore’s job. Overall, Theodore’s emotional highs and lows make his job at Beautiful Handwritten Letters ideal for him.

After learning about Theodore’s job at Beautiful Handwritten Letters, I was incredibly bothered by it, however I believe that the directors intention was to have the audience accept it. The audience was expected to accept the company because of the central theme of the film, artificial love. The whole movie is about expressing emotion to something that doesn’t exist, which is artificial love. So, having someone write emotions that aren’t yours is just as fake. The idea of this company bothered me because it’s something that I could potentially see in our future. With new advances in technology each day, more and more people are turning to technology to help with emotional expression. As an example, it is so much easier for people to express how they feel over text to another individual then it is to express how they feel in person. It’s much easier for people to text because they have time to think about what they want to say before they say it. This concept is similar to the handwritten letters company in her, where the writers have time to think about what to say, its not in real time. Spike Jonze, the director of Her, failed to take into account how the potential future, which his movie depicts, is off putting and therefore an audience may not be able to accept Theodore’s job.

 

Her. Dir. Spike Jonze. Perf. Joaquin Phoenix, Scarlett Johansson, Amy Adams,. Annapurna Pictures, 2013. Film.

How to Use Facebook

Social Media is commonly used as a tool to describe your self, however, there are certain guidelines and limits in place that dictate what you can and cannot say on social media. Also, the way that people represent themselves on social media may or may not be true to who they really are. As a general rule there are two types of social media users, those who post every second about everything they’re doing, and those who are the occasional posters. A happy medium seems to be lacking. When I first started using Facebook, in 8th grade, I posted about every second of my life, and at that time it was socially acceptable, but now it would be seen as annoying to the viewer. My Facebook profile was loaded with where I went to school, where I was from, who my parents were, who my siblings were, and much more. Every possible question that you could ask about me, I guarantee you could find the answer to it on Facebook. I even posted pictures of leaves and trees, from an unimportant nature walk. The thing to realize is that fours years ago, when I was thirteen, it was cool to post everything about your self on Facebook. However, now with the rise of new social media tools like twitter and Instagram, Facebook is no longer used for this purpose. Even so, I doubt I would continue to post about every second of my life if it were socially acceptable now. In my opinion, posting every fact about yourself prevents people from really seeing who you are. If you post about the few things that are important to you or have some significance in your life, people will have a better understanding of your identity. With that being said, my Facebook profile is not only socially acceptable now, but also something that truly depicts who am I.

The first thing that somebody sees on my profile is that I’m from Boston. Boston is not only where I have lived my entire life, but also an essential element to my identity. Many of the things I love to do for example shop, walk around the public gardens, go to museums and visit new restaurants is made possible by the location of my hometown. The second thing most people see about me is that I go to Emory University. Education is a top priority of mine, and people, who know me well, know that Emory was my first choice. Lastly, I only post photos from events that I think have some significance to my life. For example, I would not post pictures from a nature walk I took, but I would post pictures from my good friends birthday. Overall, the take away message for properly using social media, specifically Facebook, is not post too much, and when you do post, think about why you are posting. If what you are posting isn’t important to you, think twice, because you don’t want to hide your true identity.

Intentional Interior Design

In the movie Pillow Talk, Jan and Brad share the same party line. Jan is constantly trying to use the phone for her business, but Brad is always on the line singing to different women. Jan is disgusted by Brad’s actions, but one night they meet and fall for each other. Brad disguises his identity and changes his name to Rex, but when Jan finds out, she is very upset. Brad hires Jan to decorate his apartment as a way to try to win her back, but because she is angered by his lies, Jan designs Brad’s apartment in a way she knows he won’t like. In the end, Brad goes to Jan’s apartment and carries her back to his apartment where they end up getting back together.

Brad’s original apartment, according to Jessica Sewell “reflected the crisis in American masculinity,” however Brad’s new apartment represents Brad’s past and present situation with Jan. Brad’s new apartment is filled with different tones of red, for example brighter reds and darker reds like Maroon. Red is often a color that symbolizes love, and as the viewer knows, Brad is deeply in love with Jan. Jan places two distinct animals on the walls of Brad’s apartment, an owl and a giant moose head. The animalistic nature of the giant moose head reveals the animalistic nature of masculinity that Brad demonstrates. Brad goes from one woman to the next without regard for her feelings, similar to how an animal goes for its prey without regard. Owl eyes carry the common connotation of being watched. Jan places a huge owl on the wall to reveal the end to Brad’s secretiveness. Initially Brad was able to hide from Jan that he was the man she despised on the other end of the party line, but now Jan has discovered his secret. The owl eyes represent that Jan knows the truth, she is watching Brad, and no more secrets can be hidden from her. Lastly, Jan places the bed in the center of room, but in order to get in the room you have to go through a curtain of beads. The barrier between the entrance of the room and the bed represents the barrier in Jan and Brad’s relationship. The bed represents when they are together, but they can’t get to it because Jan has lost her trust for Brad.

Music clearly plays a huge part in Brad and Jan’s relationship. Brad and Jan first started talking to each other when Jan discovered Brad’s constant singing to other women. Jan also discovers Brad’s secret when she finds his music notes in the Connecticut home and begins to play the piano. In the final scene at Brad’s apartment, the camera focuses on the Brad’s record player for a few seconds. The record player is a clear symbol of their relationship. In closing, Brad’s room not only reveals his obvious portrayal of masculinity, but also his secret life hidden from Jan.