Literature Review

Literature Review

According to Tungate (2007) ’brands are forcing their messages onto every blank space, into very crack in the urban landscape’. He wrote this in his Book Adland a global history of advertising. This is not just a modern idea, advertising started as a form of political persuasion by Darius in Iran more than 500 years BC.

In the documentary published by BBC, Wilson (2012) claims that Darius’s stone reliefs where a form of visual persuasion understood by everyone. Tungate (2007) continues by stating that ‘effective advertising had to be entertaining as well as persuasive’. However Ogilvy believed and was famous for his advertising according to personality not one fits for all. The first life-like representation used as a form of persuasion was Alexander the Great’s portrait depicting the first idea to photography. By the 1860’s photography become mainstream.

Wilson (2012) states that the art of Persuasion turned into propaganda and deception earlier in the Roman age. The idea is exactly of how it started, politically. Augustus deceived his people by showing a loyal and humble look but than he was being corrupt. This technique was used by many leaders and is still used today. Hitler was one of them, it continued with the uncle sam posters ‘I want you for U.S army’  in world war one. The phrase was invented by James Montgomery, the artist behind these posters. 'We sold the war to the youth'. Tungate (2007) states that with propaganda and deception even the most brutal thing can look nice and heroic.

In the 1930’s Leyendecker came up with the idea of painting the perfect man for his advertising posters. Tungate adds that men wanted to be him and woman wanted to be with him. Rubicam also expresses his opinion that adverts with sex-appeal are more effective than others. Tungate says that Advertising is all about persuading people and that is an art and not a scientific method.

An Italian photographer Olivero Toscani, mixed up aspects like fashion, sex and religion in his ads, which were not very famous in a Catholic Country. He is mostly known for the Benetton's posters, which in the 90's were very shocking and not usual. Tungate (2007) claims that Toscani’s posters were 'no longer advertising: it was fuel for debate'. Benetton and Toscani wanted to evoke the theme of multiculturalism.

Leo Burnett was another designer that made history in advertising. His style was 'homely ' and 'cutting edge'. In the late 1940's P&G was the most famous advertising company in the US. They worked for Kellogg’s cornflakes which decided to 'add sugar to health food products' Tungate (2007). They promoted cereal as healthy but that was a way to deceive people. They also started to use the packaging itself to advertise. This started a packaging revolution.

With fast food joints, photography become very important. Posters ads became famous. Though in a few time, 'forceful words and images to public health advertising' become popular. People started to be more aware of what is good for their health.

In today’s world, an article by Ressler argues that technical words are being used to make a food product look more healthy and nutritious. Some of these words are 'Gluten-free' , 'Organic, 'Natural, ‘Wholegrain’. The University of Houston researched and studied this deceptive technique. They found that ''those words create a 'false sense of health’’  Northup from the University of Houston adds that this idea is giving deceiving clues to something that is not really healthy. 

Packard (1980) in his book The Hidden Persuaders states that 'many of us are being influenced and manipulated' . McCann Erickson was one of the first to go in depth to this idea. He hired psychological stuff to do more research on it. Advertising is very effective and there are certain studies and techniques in order to make an ad more effective. Researchers use symbols of manipulation to persuade people. According to Packard (1980) ’ they can more effectively manipulate our habits and choices in their favour'  when they study the human's reactions and behaviour. In Advertising, food is used as a weapon or technique to attract people. Food can be very satisfactory to us. Nowadays we have the idea of everything being 'light' meaning, less fattening. This is a reaction for the need of plainer and healthier food. The brands also try to create a sense of loyalty with the youngsters. “Eager minds can be moulded to want your product” Packard (1980, pg 154)

Colours and illustrations have an important role in food packaging. Ressler (2014) writes that 'people are more likely to assume that products with green labels are more nutritious'. In another article Schuldt (2013)  suggests that government organisations should do something about this deceptive technique.

 Apart from that photography’s role in fast food ads is as much important. ''Nothing is just plopped down and put in the centre like it is when you order at a restaurant,' said Jean Ann Bybbe , owner of Bybee Photography''  Little (2014). The stages include: styling of food, photography and also computer programmes for final retouches. Effects like steam and size are added, but apart from these the stylists insists that the food is real. Stylists writes that nowadays they have to be more careful to abide by the companies concerns, sometimes even legal documents have to be signed so that the stylist cannot change and manipulate the food completely.  ''Most companies today want it to be fresh, natural, not overworked,'' states the food stylist Adar (2014)

Although advertising will never die as people now are always looking for new updates. Notifications on e-mails, mobiles etc are continuously popping up. On the other hand, Intellectual property has become more important. It has become much more easy to steal and manipulate images and other ideas which are not yours. In this world of deception, people may believe everything or more precisely believe in nothing. 

Tungate

Wilson BBC
Packard
Ressler
Little

References:

Lifehacker.com.au,. 'Seven Sneaky Food Labelling Tricks To Watch Out For'. N.p., 2014. Web. 3 Dec. 2015.

Little, Katie. 'Why Fast Food Doesn't Look Like The Ads'. CNBC. N.p., 2014. Web. 3 Dec. 2015.

Popular Science,. 'People Think Candy Bars With Green Nutrition Labels Are Healthier'. N.p., 2015. Web. 3 Dec. 2015.

The Hidden Persuaders. New York: Booklyn, 1980. Print.

ThinkProgress,. 'How Food Companies Trick You Into Thinking You’Re Buying Something Healthy'. N.p., 2014. Web. 3 Dec. 2015.

Tungate, Mark. Adland. London: Kogan Page, 2007. Print.

Wilson,. The Art Of Persuasion. 2012. Web. 3 Dec. 2015.

When I’m Sixty Five – Steven Heller (Class Ex.)

Sarah Galea| Miryana Montebello

When I’m Sixty Five – Steven Heller

“Will you still need me, will you still feed me, when I’m sixty-four?”

From this question your first impression is that senior citizens are incapable however, ’sixty four isn’t that old these days’ as stated by Heller (2015). At the age of sixty four, they are still committed and active as when they were younger.

As years go by they realize that they didn’t appreciate the ‘design of certain things’ enough. Good graphic design is a must and the need for it is required in government institutions. These seniors are not provided with enough importance to be given a well presented design layout. ‘Even new York`s death certificates are more inviting’ Heller (2015).

To make matters worse the emails sent by SSA are an embarrassment to graphic design because ‘you’ll think it’s a fake from an offshore Viagra subsidiary’ Heller (2015). Another example of graphic design is the metro card, it serves its purpose but it isn’t attractive and it is outdated. Heller states that good design should always be relevant and never age.

Different age groups require different design styles as well as equal respect. There are good factors to being a senior citizen such as ‘preferential seating on the bus’ Heller (2015). But why is it that design does not satisfy our needs.

Proposal

Intoduction for Essay

The Art of Deception in Food Advertising

Introduction:

'sheer manipulation' Advertising is an innovation of new manipulation, it creates competition between brands and also encourages progress and ideas for new products.  Tungate (2007)

This essay discusses the manipulative aspect of advertising, specifically on food adverts. There is a wide range of advertising mediums, though the essay will focus specifically on prints and packaging. The examples will concentrate on fast food adverts, packaging which are made to look good for our health and others from a historical context. The discussion will commence on the history of advertising,  from Darius up to social media ads supported by Adland by Mark Tungate and The art of Persuasion, a documentary by Martin Wilson (BBC). It will also tackle the birth of photography as it is a great impact for the start of deception in advertising. Another section explores the manipulative techniques such as illustrations, colours, photography, technical words etc. Finally, the discussion will analyze the effects left on the viewer which is exposed to deceptive adverts, supported by The Hidden Persuaders by Vance Packard. The essay concludes that manipulative adverts can have a negative impact though on the other hand, people are after perfect looking, and beautiful adverts. 

Adland Chapters 15, 16 ,17, 18, 19, 20 and conclusion

Chapter 15:

Ernesto Savaglio, created ads that the people wanted and that represented their voice. In the 1990s this was not common. Due to globalization but different languages, a common language was English and also the language of symbols and icons. The approach was straight forward, no more long chunks of copy. everything become simply beautiful.

Chapter 16:

Hunt says 'If you stay in the middle of the road, you get run over both ways'. this means that it is better to take a side than play it safe.

Chapter 17:

Bermann believes that 'advertising has rarely invented anything. Artistically it recycles'.

Chapter 18:

Kevin Roberts express his idea that creative people need to be motivated and they need to know they are appreciate in order to be more innovative and successful in business.

Also, Hungry Man says that no one should focus on winning awards when creating an ad, they should focus on solving the problem.

Chapter 19:

We now live in a Free world, full of technology advances which can be advantages or disadvantages. Some may argue that advertising has become politically correct again in certain cultures though this is arguable. Hampartsoumian says that in China there is a sense of excitement and optimism while in the western region, a feel of anxiety for the future is felt through advertising.

Chapter 20:

Tungate , towards the end says that Tv ads may disappear forever and we are left with internet as the main media . This is because now people can see tv shows on demand and can skip the advertising parts, therefore ads on TV will no longer be that effective. Though Advertising will never die as people now are always looking for new updates. Notifications on e-mails, mobiles etc are continuously popping up.

On the other hand, Intellectual property has become more important. It has become much more easy to steal and manipulate images and other ideas which are not yours.

Now we also have online branding and the liking and sharing on facebook has become a platform for a numerous amount of companies. Online shopping is easier than ever, you can save items and buy later, you can buy and pay as you go from your mobile app. Furthermore, you can have loads of music albums at a click of a button. Moreover, we live in a world that people are a good means of advertising as well, as if someone like an idea they will share it between thier friends and it goes viral.

Conclusion:

Advertising has experienced different revolutions. there are always new opportunities coming up, therefore Tungate suggests that instead of forcing advertising, we should just wait and see how it will evolve though now 'the pitch has to be spectacularly good' in order to make a hit. Tungate (2007).

Adland Chapters 12, 13 and 14

Chapter 12:

Dentsu is a company which marks Japanese history of Advertising. Earlier on, Japenese were not allowed to share anything out of their country so their ideas were their only and not influenced by any other culture. By the 1900s things changed, and they started to get a foreign influence.

Japenese ads had specific characteristics quite different from the western. They were noisy and bright and also lots of use of symbolism. They were very political correct in their ads unlike the western ads.. Advertising can also identify one culture from another.

Chapter 13:

More modern ads have become more human and less dramatic according to Tungate. Brand like Nike, Coca Cola etc where global so they did not use any cultural aspect of a particular area. These brands are multicultural and recognised by everyone. Advertising has also took a humouristic side and things started to have connotations. like for example milk was always associated with cookies.

Chapter 14:

in the 2000s Traditional media like billboards, posters etc were a success but later these started to be used more wisely. Gurilla advertising is a very innovative style of advertising. Using things that already exists around us and make use of them brilliantly as shown below.

 Also in the 2000, there was that phase called the dotcom fever, where websites were a big hit and every company had its own. The internet started to take more control in advertising , after websites, social media has become the best advertising method nowadays. It is powerful, easy to use and you can know exactly how many people you have engaged.

Adland Chapter 9 ,10 and 11

Chapter 9:

Another European Icon is Armando Testa. He is known for very good print work, graphic design especially in his groovy posters. Armando also worked in stop motion animation, within hi sown production company, he came up with several good techniques..

Olivero Toscani, also Italian was a photographer which later ending up making ads. He mixed up aspects like fashion, sex and religion, which were not very famous in a Catholic Country. He is mostly known for the Benetton's posters, which in the 90's were very shocking and not usual. Toscani posters were 'no longer advertising: it was fuel for debate' Tungate (2007 Pg 135). Benetton and Toscani wanted to evoke the theme of multiculturalism.

Chapter 10:

In the 2000,  the media and the creative industry had to work a lot together due to a huge spin off in Media.

Chapter 11:

Advertising has become a 'global marketplace' Tungate (2007, pg 151).

As Sorrell told Business Today, 'There's a wave phenomenon that happens in a recession... The thing gets affected first advertising and media management; then, public relations and public affairs, next, branding. (Advertising is local, regional and global, 2003).

A recent advertiser is Kevin Roberts. 'He's good at providing inspiration and controversy in equal measure' Tungate (2007).