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The importance of advertising
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Introduction
Advertising or marketing is arguably one of the most crucial pillars of any business or entity. It has, throughout the years, proved to be an effective method for selling new products. In fact, advertising has a bearing on the relevance of any business or enterprise in the market thanks to its capacity to determine its profitability (Lasch, 34). Advertising has quite a number of advantages for any economy. First, advertising is known to generate wealth for the economy. This is accomplished through taxes that are paid on goods that have been sold as a result of advertising. This has a trickle-down effect as the government uses such finance to provide essential services to the nation, including healthcare and education. In addition, a large number of jobs are created through marketing, servicing and producing these goods thereby reducing unemployment. Needless to say, advertisement has undergone a lot of changes in the recent times. Advertising strategies have evolved tremendously in the recent years. Of course, this is all aimed at enhancing the effectiveness of adverts in a world that is undergoing rapid changes. However, questions emerge as to whether advertising influences individuals to buy things or people will merely buy things simply because they need them. As Gloria Steinem (176) states, the editorial copy that targets women is informed by things other than the wishes of the reader. It has been an open secret that present-day adverts promote consumerism in the society.
Thesis statement: Present-day adverts are closely tied to consumerism.
The importance of advertising is recognized as lying in its ability to increase the consumption of goods, which in itself is economically-viable. In essence, market players have sought the help of marketing and advertising in an effort to convince consumers to increase their consumption. Lasch (45) states that the economy relied on creating new consumer demands as it had reached the level where its technology had the capacity to satisfy the fundamental material needs. In essence, it aimed at convincing people to purchase goods for which the people were unaware of the need until the mass media brought it to their attention (Lasch, 47). Consumerism breeds a number of myths as seen in the advert presented.
Source: HYPERLINK “http://www.smartfashionmarketing.com.au/fashion-advertising/fashion-advertising-basics-for-retailers/” http://www.smartfashionmarketing.com.au/fashion-advertising/fashion-advertising-basics-for-retailers/
The advert above seeks to promote Tummy Tuck jeans from Elle. It is worth noting that the denim jeans in the advert are meant for women only. However, it is evident that the advert has been carefully crafted as to have certain effects on the (potential) consumer so as to drive up sales. This is accomplished through the incorporation of thinly-veiled cultural myths in the advert.
One of the myths that are incorporated in the advert is that the consumer’s body is not satisfactory or perfect enough. It is worth noting that the women incorporated in the advert have slim and perfect body proportions and figures, as well as incredible beauty. On the other hand, the consumer is bound to be out-of-shape, smelly and too fat, although her friend and acquaintances do not tell her that forthrightly. Consumers are trained to worry, for example, that their acquaintances will not tell then in case they look pathetic as that brand of criticism is simply embarrassing. This advert triggers the thought that the consumer jeans would give the consumer that “cool” look. The portrait on the foreground is the person that the consumer is being promised to become (Solomon and Maasik, 5). Of course, the advert does not imply that, but that is exactly what it wants the consumer to think since that is a more effective method of getting her to make the purchase. Denotation is a less powerful stimulant than connotation or suggestion. However, suggestion is often deliberately covered in the indicators that are presented in the ads. The advertisers, therefore, use this portrait to enhance their ability to identify and exploit their potential consumers’ fantasies and wishes. It is worth noting that the portrait propels the process where lifestyle images are given priority over and above the presentation of facts pertaining to the product (Kilbourne, 45).
In addition, the advert seems to propagate the myth that happiness, sex appeal and satisfaction are imminent and can be obtained with the next purchase. This is clearly expressed in the wording of the advert presented. The advert states that the “Tummy Tuck jeans have been specially designed to lift the woman’s butt, flatten her butt and make her look and feel a size smaller”. The woman is bound to be “pleasantly surprised” once she tries one of the Tummy Tuck Jeans. The message here is that as much as people may have everything they need there is always something missing. The portrait and the message imply that consumers are virtually on the verge of becoming happy. The woman in the advert is gleefully happy. In addition, the group of women on the left is virtually leaping into the air as they experience rapturous joy. The combined message in this case is that happiness, sex appeal and satisfaction are within the reach of customers especially once they make the purchase (Kilbourne, 65).
Moreover, the advert promotes the myth that corporations and businesses are concerned about or have the welfare of the public in mind. It goes without saying that no advert can pass a negative message about the corporation or business for which it is bound to market. This is especially considering that the corporate images that appear in the adverts are placed by the business itself, in which case it has to carry a relentlessly positive message (Himmelstein, 17). The message incorporated in the advert above is that the business behind Tummy Tuck jeans is concerned about the image, figure and shape of women (potential customers), in which case it aims at improving their shape and the shape of their bodies.
Lastly, there is the myth that a wholesome life consists of purchasing possessions that cost a lot of money. The portrait incorporates beautiful women in immaculate clothing, shoes and even more immaculate furniture exhibiting highlife lifestyle. These are all part of the luxurious lifestyle that is, apparently, available for the consumers’ enjoyment but only if they can afford it (Himmelstein, 13).
The advert used in the paper outlines the fact that the American society is a consumer society. This explains the reason why adverts are aimed at triggering dissatisfaction in American people with the things that they have thereby making them yearn for more. The exposure to products that customers do not have produces dissatisfaction and frustration, thereby triggering a desire to purchase the item that is being advertised. In addition, this advert underlines the material nature of the American culture. It underlines the fact that people place too much importance on material goods.
Works cited
Kilbourne, Jean. Deadly Persuasion: Why Everyone Must Fight the Addictive Power of Advertising. New York: Free Press, 1999. Print
Lasch, Christopher. The Culture of Narcissism: American Life in an Age of Diminishing Expectations. New York: Norton, 1991. Print
Steinem, Gloria. Sex, Lies & Advertising. Ms Magazine, 1972. Print
Himmelstein, Hal. Television Myth and the American Mind. New York: Praeger, 1984. Print
Solomon, Jack and Maasik, Sonia. The Semiotic Method. Signs of Life in the USA. Boston: Bedford/St. Martin’s, 1994. 4-9. Print
The Importance of a name
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The Importance of a name
Names have many meanings depending on different cultures, thus the reason why the matter is accorded much importance. An institution or a person’s success lies in its name, but this is only an assumption that not been proven yet. Others believe that a person’s name can contribute to their physical and mental health. A name can sometimes lead to a person’s downfall or make them be rejected by society. Naming can occur on the basis of a person’s ethnicity, place of birth, time of birth, among other vital factors. The author Lini Kadaba, in her essay ‘What’s in a name’ and Sandra Cisneros in her essay ‘My name’, have made an attempt in ensuring that a name’s importance is known.
This paper seeks to find out if a name is important to those who own it. Also, seeks to find out the different perceptions, which exist concerning their names.
Analysis on the importance of a name
Often, one could wander if some people would be famous if they did not have the names they have today. For example, people like Tupac Shakur and Oprah Winfery, have names that are not common. One could easily claim that their names are a vital aspect in influencing their fame. People’s personalities are sometimes a reflection of who they are. This is the reason why it easy to judge the character of someone, just by knowing their names. Names have the ability of changing the destiny or future of human beings. There is a significant weight of a psychological nature related to names, which people acquire, when they are young. The latter is true as researchers in the social sciences sector have valid proof to support this claim. People can dictate the outcome of their lives, due to the names that they posses.
According to Sandra Cineros in the essay ‘My name’, her name had many meanings in various ethnicities such as Spanish, English and Chinese. Her name was inherited from her grandmother, who was not a woman that can be considered as being happy. The name she is referring to is ‘Esparanza’ and according to her, it carries a lot of negative vibes, thus the reason for wanting to change it. Many people, who are not happy with their lives, often try and find ways to change it. They believe that their names may carry along bad luck, or even not be appropriate in various settings. It is unfortunate that some people have to live their lives and are not happy with the names that they have. One should not have the quality of life disrupted, just by a name. They have the power to ensure that they work hard and be known by their names. This will make a difference even if one has a common name such as John or Mary.
Insufficient vowels or consonants in a name may make an impact on some people and thus the urge and need to change it. For example, a certain woman in Australia decided to change her name after she got married. According to her, a single vowel existed in her surname of six letters and this caused her a lot of anguish. Luckily, she had her name changed and is now delighted that it has three consonants and vowels. Many other similar scenarios exist whereby; many people are changing their names to suit them. The author Lini Kadaba, in her essay ‘What’s in a name’ gives an example of a Greek man, who changed his name because he wanted to fit in the American society, as well as make it become shorter. Eventually, he settled for the name Anastasiou, from the original name known as Papanastasiou. His present name is difficult to pronounce and his attempt to change it may not be as successful as he thinks.
Ethnicity plays a vital role to some people, and thus would want this aspect to be recognized in their names. It is not uncommon to identify people, who only have ethnic names and one English name. In Africa, children only have ethnic and English names, for example Kevin Semaiyan. They will use the name everywhere and it will at no point in time want to change it. Kidaba gives an example of an African American, who resorted to having his name changed and an African name included to it. The change in name is because he is appreciative and wants to be associated with his African heritage. In fact, this trend has for a long time and up to now is popular with many people. Most African Americans are adapting Islamic or African names.
Self identity is another reason why people want to change their names. Sandra Cisneros wants the world to view her as she is, by acquiring a new name. The name Esparanza does not have any special significance to her. She will change her name when she is baptized, to a name that she likes. Christians have the opportunity of changing their names during baptism, which is often referred to, as a rite to a life that is new. Name choosing is a process, which should be conducted carefully, especially when parents want to name their new born. Research should be done and the meanings for suitable names found. Kidaba gives an example of a woman known as Komarow Jane, and she changed the former name to Komarow. The reason behind this change was to make it sound Russian, where she had migrated from. Her name refers to a mosquito in Russian language, and this is comical to some people. Names should reflect the nature of a person as well as other desirable characteristics, which they possess.
The latest craze of celebrities in Hollywood and in the music industry is affecting the process of naming. Many parents are naming their children after famous people, such as Rihanna, Beyonce, Marylyn Monroe, Sylvester Stallone, among other popular names. As a result of this craze, others change their names when they have an opportunity to do so. Other sources of important names are today obtained from world leaders, rich people and even philanthropists. Family history naming patterns often dictates the names that people have. For example, if a great grandfather of a certain family was known as Smith, most likely those in his linage, such as his grandchildren, will have the same name.
In conclusion, names are extremely important as they dictate the lives of many people. The authors Lini Kidaba and Sandra Cisneros have made it known why names have a lot of value. Parents should ensure that they give their children names, which have a positive impact on their lives. Those who are not satisfied with their names should have it changed keeping into mind their identity. In turn, people will be happy with their names and strive towards being known in a positive aspect.
(2008)
The root causes of hunger and poverty