he textbook explains that, although counterintuitive, advertising should not focus on the product or service being sold, but should rather focus on the needs and desires of its target market. It quotes Michael Newman (2003) stating:
“Don’t tell me about your manure, tell me about my flowers”
View the advertisements, below. Then, select three and explain if and how you see the above concept in action. Describe what product or service each of the three ads is trying to sell (e.g., manure). Then, explain what you think each ad is actually selling (e.g., a beautiful flower garden). Finally, describe whether you can think of any ethical concerns related to this approach of communication.
Obama: “Hope” (Political Campaign Poster)
“We Can Do It!” (Propaganda Poster) Old Spice: The Man Your Man Could Smell Like 1984 Apple's Macintosh Commercial Volkswagen: “Think Small” (Print Ad)
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Here was my take on it. Hope this helps anyone that's in the class.
The advertisements do exactly what Michael Newman asks. These advertisements tell the viewer about their flowers and not the company’s manure. The manure represents as the company’s product that they want to sell. Instead of the company giving loads of information about their product they instead tell the viewer or consumer about what they can potentially have.
To determine if and how the concept of focusing on the needs and desires of the target market is applied in the selected advertisements, let's analyze each one individually.
1. Obama: "Hope" (Political Campaign Poster)
In this advertisement, the product or service being promoted is Barack Obama's presidential campaign. Although the poster itself doesn't include any information about policies or specific plans, it successfully taps into the desires and needs of the target market by evoking a sense of hope and inspiration. By focusing on the emotion of hope, the ad implicitly suggests that a vote for Obama will lead to positive change. It appeals to the desires of the audience for a better future and a leader who can bring about that change.
Ethical concerns related to this approach of communication could arise if the advertisement uses deceptive tactics or misrepresents the candidate's intentions or abilities. Additionally, if the advertisement relies solely on emotions and fails to provide concrete information, it may be considered manipulative.
2. "We Can Do It!" (Propaganda Poster)
This iconic propaganda poster was created during World War II to encourage women to join the workforce and support the war effort. The product or service being sold here is the idea of national unity, patriotism, and the importance of women's contribution to the war. While the ad itself doesn't explicitly mention a particular product, it focuses on the need for collective action and the desire for victory. It appeals to the audience's desire for significance and a purposeful role in society.
One ethical concern with this type of communication approach is that it can be used to manipulate people's emotions and rally them behind causes that may have negative consequences. It is important to critically assess the motives and potential consequences associated with the message being presented.
3. Old Spice: The Man Your Man Could Smell Like
In this humorous advertisement, Old Spice is selling its line of men's grooming products. Rather than simply showcasing the products, the ad centers on the desires and fantasies of the target market. It portrays an attractive, confident, and charismatic man who appeals to both men's desire to be like him and women's desire to be with him. By aligning the product with these desires, the advertisement creates a sense of aspiration and suggests that using Old Spice will transform the consumer into a more desirable version of themselves.
An ethical concern with this approach lies in the potential for creating unrealistic expectations or perpetuating harmful gender stereotypes. It is important for advertisers to be mindful of how they represent their products and the implications it may have on consumer behavior and self-image.
In summary, these advertisements demonstrate the concept of focusing on the needs and desires of the target market rather than directly highlighting the product or service being sold. By tapping into emotions, aspirations, and societal values, they aim to create a connection with the audience and ultimately influence their behavior. While this approach can be effective in grabbing attention and resonating with consumers, ethical concerns arise when messages are misleading, manipulative, or perpetuate harmful stereotypes.