Starbucks Caramel Brulee Latte

     This advertisement stood out to me at Starbucks earlier today. Its bright red color was particularly eye-catching, and it was also placed right next to the register where I was purchasing my coffee. Starbucks is known for its huge holiday campaigns, with new drinks every year around Christmastime. All the stores suddenly become decorated in holiday style with red, gold, and green accents. It's like walking into Santa's workshop, but instead of toys, there's coffee.

     The writing on this ad reads, "Create Wonder. Share Joy. Caramel Brulee Latte." Those words really caught my eye because they are a perfect example of Vagueness and Glittering Generalities. The words "wonder" and "joy" are pretty ambiguous-- what do they even mean? They could be interpreted in countless ways by different people. The action verbs "create" and "share" are appealing because they suggest togetherness and holiday spirit, but they don't really have meaning in the ad. The words overall convey a feeling of happiness because they have a generally positive connotation, but it's hard to decipher what they actually signify.

     The first two phrases are followed by the actual product: a Caramel Brulee Latte, one of Starbucks' holiday favorites. The drink itself is drawn in cartoon form. It is surrounded by swirls and flowers of red and maroon. The overall effect makes it seem like the latte is some sort of magic drink. Once you drink it, you will be transported to a place of holiday cheer that can't be reached in any other way. In reality, the ad doesn't say much about the drink's actual ingredients or flavor. It could be concentrated spinach with whipped cream on top, for all we know. Even so, it's really appealing because of the phrases above it and the colors around it.

     This ad reminded me of many of the commercials and print ads we looked at in class this week because it attempts to embody a certain feeling or emotion. In this case, Starbucks is trying to say that the Caramel Brulee Latte is absolutely necessary to the feeling of holiday spirit and the magic of Christmas. Can a drink actually achieve this? We'll have to take their word for it.

Cartier

     I found this advertisement in a fashion and beauty magazine the other day. It is a two-page spread advertising the jewelry brand Cartier's diamond rings. The phrase on the right page reads, "True love has a color and a name." The background depicts the Eiffel Tower in Paris, France, and there are white roses in the foreground along with the red box and rings.

     The first thing that stood out to me in this ad was the statement on the right. It seems like Cartier is trying to say that their products are the definition of true love. "True love has a color and a name": the color is red and the name is Cartier. They're saying that that box with the rings inside is an integral part of the feeling of true love, and you can't feel that emotion without Cartier brand jewelry.

     This ad appeals to the need for prominence. It displays several items that are generally associated with wealth, sophistication, and class. Aside from diamond rings, which are of course expensive, high-end products, the ad includes white roses and the Eiffel Tower. Roses, especially red and white ones, definitely embody that feeling of elegance that comes along with the need for prominence. The Eiffel Tower is a popular tourist destination, but it also symbolizes a fashionable and chic style coveted by many. Conveniently for Cartier, these items are also associated with love (the theme of the ad). Roses are traditionally given to loved ones and the Eiffel Tower is located in Paris, the city of romance.

     This ad also appeals to the need for affiliation, especially because it suggests that Cartier products are a necessary part of a loving relationship. By giving someone those diamond rings, you can achieve true love and romance, which no other brand can produce. Obviously, that assertion isn't accurate. Love is an emotion that is based on non-tangible feelings, and no materialistic item can replicate those feelings.

Volkswagen Passat

     This ad for the 2012 Volswagen Passat caught my eye on YouTube. It shows a little kid dressed in a Darth Vader costume, trying to use the force to make things around the house move. When his dad gets home, the kid tries to use the force on the car (a Passat). From inside the house, his dad clicks a button on his keys and the car turns on. The mini Vader believes he really does possess the force, just like the characters in Star Wars.

     I thought this ad did a very good job entertaining the audience, although the content seemed kind of random. Showing the kid running around using the force was very cute, and it definitely made me laugh. They used the Need to Nurture as well, displaying a mother making lunch and father wanting to please his son. I can see that if I were a parent, this ad would be really appealing. It would make me think that the Passat is a way to connect with my child, even though it is really just a car.

     The music in the background was essential to the entertaining and entrancing aspect of the ad. They played the traditional Darth Vader song. Almost everyone has seen Star Wars, and nearly everyone knows this song when they hear it. It made me think of when I was younger and would play games like that. I'm sure it had the same effect on other viewers. The familiarity of the song made the car seem like a necessity of childhood.

     The only issue with this ad is the disconnect between the actual product they are trying to sell and the plot of the commercial. They spent a lot of time entertaining the audience with a cute little kid and some fond childhood memories, but when the car showed up at the end, it seemed a bit random. I understand that they were displaying the car's ability to turn on when a button is pressed on a key from a distance. But, that's only a minute feature of the vehicle as a whole. It almost seemed like they were trying to make the automobile seem magic as it helped the kid achieve his goal of using the force. In reality, the Passat is just another car, and to top it off, the viewer receives no other information about it other than the key feature.

McDonald's Legend

     I found this ad on YouTube. It is a commercial for McDonald's new collaboration with Xbox where customers can win an Xbox One with the purchase of food.  Several things about this ad caught my eye. The first was the use of a racing celebrity to advertise the food. For one, I doubt he would ever actually eat McDonald's because it's not exactly the healthiest thing for an athlete to consume. Even so, he was shown eating a burger and fries, asserting that although he entered the restaurant as a customer, he would leave as a legend. This is only believable because the guy is presumably already a legend in racing, so nothing really changed for him. But to say that any regular customer will become legend after buying McDonald's? That's a stretch.

     The word "Legend" is a great example of using vagueness to make a product seem more appealing. What is a legend? If anyone can become a legend, does it lose its meaning? Furthermore, the word doesn't seem to have any correlation to the actual food McDonald's is trying to sell: it's only attached to the celebrity and the prize of an Xbox One.

     That was the other thing that I noticed -- McDonald's was really trying to convince customers that it would be really easy to get the Xbox. It's a one in a million chance, but they still make it seem like YOU will be the one to win. I thought that the collaboration with Xbox was interesting in that it even affected the color scheme of the whole ad. The celebrity's racing uniform was green, the packaging on the burger was green -- the overall effect was just green. At the end, you could put two and two together and realize that the logo for Xbox is green.

     This ad was definitely appealing to the Need for Dominance. It was saying that anyone who buys McDonald's products will instantly be elevated to the title of legend. It also used Transfer/Association to make customers link the racing star, the food, and the feeling of winning an Xbox One. How do all these things connect? We'll never know.

Essie Nail Polish

     This is an ad for Essie brand nail polish that I found in Seventeen magazine. It gets right into it: "Want a taste of luxury?" That's pretty blatant snob appeal. Will nail polish really put me in an elite, sophisticated clique? Doubtful. But this ad is trying to make me believe it. If I want to be in that group, I have to "get my hands on" this nail polish before its too late and I'm lumped together with the common, non-Essie folk. It's called Belugaria, a completely made up, unnecessarily long word that exudes wealth and class -- it sounds like a small country with a powerful monarchy. Beluga, however, is a type of caviar obviously consumed by the rich and famous.

     This ad really appeals to the need for prominence. The nail polish itself is shown in great detail and actually looks like small jewels, if not actual caviar. I have one question: Why would anyone want something that resembles fish eggs on their fingers? I guess the answer is that they want to be admired for their class and sophistication. It's hard to believe that nail polish will elevate me socially, even if it is shaped like caviar.

     I also spotted some jargon in the paragraph below the large text. It's filled with really impressive words that are hard to understand: "encrusted, "multi-faceted", "prismatic". All of these describe the nail polish, but could easily be replaced by simpler and just as meaningful words. I assume they are there to confuse and overwhelm the consumer into thinking that this advertiser knows something they don't, or that the level of luxury shown by this nail polish is too high for them to even comprehend.

     Ads like these are pretty entertaining. I am actually a bit sickened right now, after the thought of having to paint caviar on my nails. I don't care if it takes me to "a whole new level of taste and refinement." It's just plain gross.

Maybelline BB Cream

     This ad for Maybelline's Dream Fresh BB Cream caught my eye in Seventeen Magazine. I immediately focused on the big text at the top, which uses a couple common advertising techniques. The first is simple solutions. Look at this cosmetic! What will it do? It will give you good skin! Every day! And in one step only! These statements are a little overwhelming at first. It's like Maybelline is trying to simultaneously solve all the problems in my life and answer all my questions. To a person who is looking for one product to make their dreams come true, this one is made to look pretty appealing. You'll get good skin, every single day, all in one blow, and it all comes in a pretty little bottle. It seems doubtful that these assertions are true, but Maybelline is definitely attempting to provide a simple solution.

     The second technique they used was Glittering Generalities. If these statements were clothes, they would be shiny. I especially paid attention to "1-Step Wonder". They are basically saying that my life will be wonderful immediately after I purchase and use this product. The phrase reminds me of a singer or a magician or some type of performer -- like a "1-Hit Wonder". Although it's trying to be persuasive, I still think of something that is glittery for a second, but burns out quickly.

     The list of things that the product will do also made me think. That's so many things! It's really only eight, but it sure looks like more! On closer examination, however, a lot of those words mean the same thing, but they take up separate bullet points. This gives the impression that there is a large amount of benefits to purchasing the cosmetic, but really, Maybelline? "Brightens" and "Enhances" are synonyms and have the exact same definition when it comes to makeup. On the whole, the product looks great. But if you dig a little deeper (actually not that deep, it's pretty obvious), it becomes a lot less appealing and a lot more dishonest.

Stauer Ring

       I found this advertisement for Stauer's Tanzanite Ring in SkyMall magazine. It is particularly eye catching because of the huge picture of the product. With a closer look, however, this ad has other more interesting aspects.

     One thing that stands out right away was the ad's main way of grabbing the consumer's attention (besides the picture). Surrounding the ring are several snippets of compliments that the ad promises will be given to whomever wears the ring. For example, "'I LOVE your ring!' - Bank teller." This suggests that if you go to the bank while wearing the ring, the bank teller will admire and pay you a compliment. I found two things upsetting about this form of advertising. The first is that there is no way of guaranteeing that wearing the ring will garner complements from anyone, but the ad still suggests that this will definitely happen. Secondly, this ad encourages people to base purchases on the idea that they will then receive instant gratification in the form of a compliment. Buying something only for the quick ego-boost they might provide is not a smart way to go. A consumer could buy the ring, but in reality be searching for something to help with their self-esteem on a very shallow level. We should make purchases because we like the product, not because it comes with "random compliments" (even if they are "absolutely free").

     I also caught an example of jargon in this advertisement. It says the product is "87% less than the independently appraised value of $590." Whether this statement is true or not, the phrase "independently appraised" isn't as clear as it could be. Instead, it could say "original" or "previously set" to describe the first value on the ring in order to eliminate any deception from the ad.

     The only redeeming quality of this advertisement is the large, color picture of the ring that takes center on the page. At least consumers can evaluate the quality of the product with their own eyes before they buy it -- or think twice about the ideas behind the purchase.

Sogno DreamWave

     I came across this advertisement in SkyMall magazine. It displays a luxury massage chair made by Inada called Sogno DreamWave. There were several things that caught my eye in this ad. The first is obvious: the large text at the top, which reads, "The One Gift That Transcends All Others." Wow! The advertiser is really trying to put the product out there as the singular item that wins the prize for best gift. During the holiday season, everyone is looking for the perfect present to give to their loved ones, so the ad is trying to supply consumers with that gift. It brings up some questions: What other gifts are there? What makes this one so special? The only real answer that the ad provides is that this product "transcends" its competitors. That's a pretty vague word. And, it doesn't really justify the advertiser's claim that the product is the best gift around.

     The second thing I noticed about this ad was the actual picture of the massage chair. This may seem trivial, but the look on that guy's face is hard to believe. He looks like he's "transcending" the real world himself! Can a massage chair (especially one that probably wasn't moving when the photo was taken) really make someone that blissful? It seems doubtful, especially considering the lack of real evidence that the chair is super great.

     Finally, when I read the bullet points below, I noticed an example of weasel words. It describes the product as "the most comprehensive massage possible." This sort of general statement is in keeping with the ad's overall tone -- it has nothing to back it up. There could definitely be other massage chairs that are equal or better when compared to the Sogno DreamWave. If the advertiser had taken the time to do some research, they may have been able to come up with solid statistics to justify their point. Especially for an $8,000 purchase.

Pantene Pro-V

     I came across this advertisement in Teen Vogue magazine. It is for Pantene Pro-V shampoo and conditioner. Pantene's ads are endorsed by celebrity Zooey Deschanel and promise to make hair healthier, shinier, longer, and stronger.

     Two things immediately stood out to me after seeing this ad. The first was the word "Dare." To me, it seems like a challenge. The ad seems to be implying that daring to take care of your hair shows power, while not doing so reveals weakness. What they're really trying to say is that consumers should display their strength by daring to buy the product. This brings up a couple questions. Why does buying this product constitute completing a dare? Does "daring" to buy this product actually make the consumer more fearless? I doubt Pantene would be able to answer. To me, issuing an empty challenge to the consumer is pretty transparent. It isn't difficult to buy this product. It doesn't show strength or bravery to take it off the shelf. But, to many consumers, Pantene's dare could be compelling.

     The other words that stood out to me were "longer" and "stronger". These also bring up a question: Longer and stronger in comparison to what? The ad provides no answer; it only makes a declaration. The statement could deceived consumers into thinking that the product is better, but with no way to assess the product's relative strength in comparison to others, it has no real power. This is a perfect example of weasel words. Pantene is romancing the product to make it seem superior, yet providing no way to actually test that assertion.

Glade Holiday Candles

     I was at the movies the other day and this advertisement caught my eye. It shows a choir of young children singing, dressed in holiday colors and surrounded by candles. There is snow outside and an overall feeling of Christmas in the red and green color scheme. The ad is for Glade candles, which are scented and have titles like "Ginger Bread Jingle" and "Sparkling Spruce". At the end, the Glade logo is displayed along with the phrase, "Inspired by the best feelings in the world."

     This ad is obviously trying to give Glade candles a meaning that goes beyond the product. The feeling of the holiday season is usually joyful and inspires tender emotions from most people. Glade tries to play to those emotions by showing an ad that represents the essence of the holidays. The choir sings about peace, there is a feeling of community, and, of course, the room is lit up by candles. I think that Glade is trying to imply that their product is essential to the holiday season -- that Christmas would not be the same without a Glade candle. Since Glade is a branch of Johnson & Johnson ("the family company"), it is easy to see that they are trying to inch their way into the celebration of the holidays and all the emotions that surround it. I remembered what we were talking about in class: companies like Johnson & Johnson are attempting to create a place for themselves in the hearts of consumers by "transcending" past traditional advertising. 

    Despite Glade's efforts, it was easy for me to see through this ad. After all, it is only trying to sell candles. A youth choir or the holiday season really has nothing to do with that product, no matter how much emotional value it attempts to create. It will take a lot more than that for me to be convinced that a candle is a crucial part of the holiday experience.

Google India Advertisement

     The other day, I came across what may be the best advertisement I've ever seen. The ad was for Google India and told the story of two Indian men who were reunited through Google. The granddaughter of one man heard about her grandfather's oldest childhood friend, who he had not seen for more than fifty years due in part to Indian partition laws. The girl used Google search to connect with the grandson of the other man, and eventually arranged a meeting for the two friends. The last scene shows the two grandfathers sitting together in the rain, holding their hands up to the sky.

     This ad used Pathos like no other I've seen before -- I actually teared up by the end! Its portrayal of real people being reconnected after so many years was incredibly touching. It made me feel very emotional over an advertisement, something that I would never consider in an emotional sense. I also appreciated the ad's discreet way of showing off Google products. The grandchildren used Google search, weather forecasts, and maps, but the presence of these products throughout the video didn't appear excessive. The real focus was on the heartfelt aspects of the story. The ad also did a great job of remaining honest. I didn't catch any fallacies or common deceptive strategies that many ads use. It just paid attention to the details of the characters and the emotions they felt, while casually displaying their use of Google. It seemed to me that the main goal of the advertisers was simply to tell an amazing story.

     I don't usually find so much praise to dole out when it comes to advertising. This ad was an unexpected and welcome exception. I hope Google will continue to put so much careful thought and emotion into their ads. Who knows? Maybe other advertisers will follow.