In the Blink of an Eye by Elena Pantelakis

In the Blink of an Eye  

    

by Elena Pantelakis                      

In the time it takes for a child to become an adult, to become a mature, independent thinker, how many advertisements is he or she exposed to? More importantly, how do the ads influence decision-making and self-image? Although child-rearing happens quickly, and parents strain to instill their morals in their children, seemingly simple advertisements easily shape and mold the core values, beliefs, and societal "norms" which children carry through adulthood.

Two advertisements in the September 2013 issue of Cosmopolitan display polar opposite products, even though they are both drinks. The clever choice of color, font, wording, objects, and models promises the target age groups fulfillment by drinking the beverage advertised. The first, selling "Pucker Watermelon Flavored Vodka," features a red-capped, tall, thin, clear bottle against a black background. In the center of the page are huge, wet, red lips with the words "juicy" and "audacious tastes delicious" in front of them. The "e" in the brand name, "pucker" is shaped like a pair of lips. Deep shades of red and purple are used throughout to evoke a sense of mystery. Advertisers carefully chose these colors, shapes, and objects to appeal sexually to both men and women. Women feel the need, pushed further by American culture, to be skinny and flawless; this ad reflects and encourages that need. The wet, red lips are full, shapely, and smooth, and the bottle itself is slim and shiny. Studies have reported that women told to look at thin, tall vases or bottles tend to feel more confident than those shown short, wide containers (Journal of Personality and Social Psychology, 2007), so it’s no surprise a sleek bottle was chosen for this product. Although consumers' eyes are first caught by the lips, the lips represent a deeper problem that permeates advertising. The use of only lips and not the entire body of a woman indicates a societal issue in advertising today and the past: objectifying women. Often times, only parts of a woman are shown in order to catch a man's attention. This tactic does work, yet it pressures women to take a second glance at every part of their bodies and contributes to a rise in domestic violence towards women when they are merely seen by men as tools for pleasure (Kilbourne 1987). This ad allows for further imagination and desire by men with word choice. For example, the name of the drink is "Pucker." The words "juicy," "audacious," "tastes," "delicious," "wow," and "boldly" all bring sexual acts to mind. The slogan "audacious tastes delicious" suggests that buying the vodka will produce rewards. The definition of the word "audacious" builds on this idea: "fearlessly, often recklessly bold; unrestrained by convention or propriety; spirited and original" (thefreedictionary.com). This word choice shows the reader a cause and effect scenario: if one is fearless (by drinking the beverage) they will reap "delicious" rewards (sex). It also challenges the reader and flatters the beverage: one has to be bold enough to buy something that tastes so good. The word "juicy" is not only sexual; it makes one thirsty and is used to describe watermelon, the flavor of the vodka. In this sense, the ad appeals to a necessity: having adequate food and staying hydrated. The use of lips in the ad was a smart move because lips have many functions, among them kissing and drinking. In addition to all of these elements, the black background alludes to night life, summarizing the product by saying that using this product will produce an exciting night. Adults, men and women, long for love and affection and are vulnerable during the age where marriage rates are high, which is the age this product targets as it is an alcoholic beverage. Advertisers know this, using sex and emotion to drive their campaigns.

The second ad, for Kool-Aid, is aimed towards children. This aim is clearly featured through bright colors, a clear-blue sky, whimsical fonts, smiling faces, and flowers. The Kool-Aid man himself is red, a color which invokes feelings of warmth and comfort; feelings which young children greatly desire. A clear sky to children means a "play" day; moods are lifted and activities transpire such as sports, exploring, and swimming. Also, one can tell it is a warm day because a girl in the corner is wearing short sleeves and the Kool-Aid man has condensation dripping from his body. A warm day allows for more outdoor events and reminds the viewer how refreshing Kool-Aid is. The youthful font flows with the picture and varies in size, as if written by a child, and emphasizes words which catch attention such as "cherry," "hopes," and "dreams." The Kool-Aid man stands at the bottom center of the page, deciding on which flowers to purchase at a floral stand. The employee at the stand is a smiling gray-haired man who looks like a sort-of grandfather figure to a child. Another customer shops nearby, a teenage girl, reminding children of an older sibling, cousin, or babysitter. The use of these models tells children that adults they trust like Kool-Aid and they should too. One cannot help smiling when seeing the beautiful flowers, and the smile grows when reading the words above the stand: "I'm more than just a big jug of cherry goodness. I’m full of hopes, and dreams, and some pretty big ice cubes." These words further personify the Kool-Aid man, stating his feelings, and saying that there's more to him than meets the eye.  Everyone feels the way he does, hoping to be seen clearer on the inside than out. The words also add a touch of humor when the Kool-Aid man says that he's “full of pretty big ice cubes”; this humor solidifies his credibility as a friend. He is also smiling and round, almost chubby as if he were a real person. The environment in which the Kool-Aid man has been placed not only suggests a good day when drinking the beverage, but it also compliments the taste; the Kool-Aid man is at a floral stand, one with fresh flowers and a sign that says “fresh produce”. If the Kool-Aid man himself only desires fresh products, advertisers are telling the viewer that Kool-Aid has a fresh and revitalizing taste, especially during the summer. This idea of “refreshing” conveys that one's life will be improved by Kool-Aid. The latest fashion trends exhibited by the teenage girl, the smiling face of the employee, and the buildings in the background all tell the reader that everyday life can be exciting and refreshing by drinking Kool-Aid. In the bottom right-hand corner, as in the Vodka ad, is the brand name. It says "Smile, its Kool-Aid" as a parting reminder of what the product is as the reader turns to the next page, and further implicates that one will be happy when drinking the beverage. The last element, and most important, is the Kool-Aid man. By making their product into a “person,” advertisers can go as far to say that children love the product like a person. Although children will never meet the Kool-Aid man because he does not exist, they still have an instant bond with him, as they do with favorite characters on television. This phenomenon can be seen throughout advertising in America, especially with food; there’s almost always a company mascot that’s happy, kind, and loving. For example: Ronald McDonald, Chick-fil-A’s cow, and Chucky-Cheese’s mouse. The bottom line is that advertisers use children’s susceptibility to friendship and trust in order to sell products.

While the first ad appeals to men, objectifies women, and is mysterious, the second ad has a happy, colorful, personable, and playful atmosphere. Both persuade viewers to buy their products through clever use of colors, fonts, wording, objects, and models. Surprisingly, neither actually uses fruit to advertise their product; the first is watermelon flavored, the other cherry. However, both claim to be worth drinking: Pucker "tastes delicious" and Kool-Aid is "cherry goodness". Both carry the same message though, that this culture, the culture of America, is one which begs for belonging-- whether it is only for one night or a life-long friendship. These two ads target different age groups, but eventually the vodka ad could be used towards the child who first saw the Kool-Aid ad in his or her youth. The message of belonging persists across age groups, but is twisted to fit what advertisers believe is how Americans should act and feel at a certain age. In the blink of an eye, children grow up, but the advertising follows them, toying with the desires of each heart.