Thursday, October 23, 2008

Ads everywhere create fantasies, shape the ideal that people want to achieve. Calvin Klein's euphoria ad helps to do this. The single phrase "live the dream" is responsible for putting the image of "the dream" into your head.
The model looks seductively at the viewer, as she represents what the ideal woman should strive for--beauty, sexuality, being on the cutting edge of fashion. This helps to propel the idea of sophistication and how to go about getting it. By buying this fragrance, you can accomplish securing the dream life.
The bottle also shows sophistication--the metallic body is symbolic of the rich lifestyle. It echos the metallic luxury that money can buy--many of the cutting edge appliances (refridgerators, ovens, stereos), as well as luxury cars, often show the sheen and elegance of the product through their use of design. The curved edges and smooth surfaces (like on the bottle) is reminiscent of the surface of what people put in their homes and in their driveways. One can often assume that a man or women who drives a nice, shiny, new car has money to spend. And how much money you have to spend often depicts how successful you are in your job, and consequently, in your life.

Cartier's add for their new diamond engagement ring collection strives to send the same message as the Calvin Klein ad. Diamonds are often the choice for engagement and wedding rings, as they are seen as the most precious and beautiful jewel and therefore are regarded as worthy to give to the love of your life when making a life-changing and important commitment.
Not that other jewels wouldn't suffice, but Cartier is trying to sell their diamonds, so they go so far as to say that by buying not just their jewels, but their diamond engagement rings that you will secure "extraordinary love". And of course extraordinary love is something we all want. You just don't want a regular love for the person who you're going to spend your life with. This, again, is getting you to want the ideal, the "dream life". Often, women especially, dream about their weddings, and having one of these rings shows that you have gotten that dream. And with "Collection starting at $4,200", this also is like the car--pricey. Only the financially successful are likey to buy these products.
And although people can make their own decisions on what to buy, if someone is going to buy perfume or a ring, they may just be more inclined to buy these products after seeing these ads, as the glamour being displayed in these ads may stick in their minds.
I also think that the colors in these ads may help to draw you in. The very neutral browns in Calvin Klein's ad help to make the models eyes pop, which catches the viewers attention. The bright surface, added with the purplish side of the bottle make this perfume stand out. Having the text in white helps it to stand out with the bottle, not only because it stands apart from the neutral background, but compliments the color of the bottle.
Cartier's diamond rings stand out from the very bright red that makes the background of the jewelry ad. Having the rings be bigger than they actually are also help pull in the viewer.
Overall, these two ads' main goal is to sell luxuries that are supposed to contribute to a life a glamour. This is often desired by women and these ads are saying that that is within your reach--with products like these. The companies need to do this to sell items that people don't really need. One ad does this by mostly targeting the potential buyer directly, while the other ad tries to catch the attention of people who would be buying gifts for someone else. Whether or not any of this is accomplished is up to the public--and may be decided when looking at the sales. However, by using pretty models and by enlarging the image of the rings to show the details, the companies are trying to get an edge over their competition.
"Live the dream" is what really caught my eye and made me want to write about this article. It seems as if the majority of ads are trying to say this. Many people who look at these ads want what they see, but cannot afford the items displayed. They say they would by it, if they had the money. And more money to buy things is what many desire--it's "the dream".

Mallory Davidson

1 comment:

MDUWM said...

Forgot a title--my title is "Living the Life".