The impact of advertising in our daily life - Essay Example

? Number] Impact of Advertisement in Daily Lives Advertisement has become an integral part of the daily lives of people in the era of mass communication. It aims to boost the sales of the product through different claims and information about the products. Despite the growth and popularity of electric media over the last few decades, the print medium is still regarded as an important and lethal weapon for advertisement. The print ads are generally based upon different ideas and they communicate wide array of claims and messages to the audience. The examination of some print ads has unveiled that they contain variety of implicit and explicit claims and fallacies. The print ad of Coca-Cola Company published in 1969 presents the image of the chilled Coca-Cola bottle and a glass filled with coke and ice placed with some fruits and other food stuff. The body copy of the ad written at the top left side of the image conveys the message that coke goes with everything that people eat because it is a real thing that gives them a real taste and real satisfaction. The same message is also written at the bottom of the image that Coke is the real thing. This advertisement has been created with attractive visuals and balanced combination of text and images. This print ad of Coca-Cola is based upon explicit claim because it directly makes the claim that coke is a real thing just like all the other things people use to have in their lives. The ad places coke with the natural things to make audience believe that coke is not an artificial thing and they could be sure about its real taste and satisfaction. The explicit claim made in the ad is an example of fallacy because it tries to position a carbonated drink like the natural things that is not true. Coke unlike the natural edibles has several health effects and could not be regarded as a real or natural thing like apples, grapes and oranges etc. However, the ad effectively communicates this idea by making claim about coke as a real thing. There is another print ad published in 2008 by McDonald that promotes McDonald’s Drive thru and positions it as on-the-go fast food brand. The ad puts the McDonald’s Logo on the fries case at the bottom of the ad and instead the fries, it shows newspaper coming out of it. The ad conveys implicit meanings because it gives the message indirectly that people can enjoy McDonald’s product alongside all their routine activities by visiting Drive-Thru. The ad claims that in the multitasking world McDonald does not interrupts the activities of the people but it gives people benefit that that they can continue with their activities and can still enjoy McDonalds. The ad makes the implicit claim by showing a real newspaper article coming out along with the fries. The claim could not be regarded as fallacy but it is an intelligently created ad that very well demonstrates the brand benefit and convince people come at McDonald’s drive through even if they have no time to sit and eat the meal at the restaurant. The ads informs about the option of eating out while the other tasks would also be carried out and so separate time would be required to go for meal. There is another very interesting print ad with funny appeal created for EPhone 900 that shows a snake ready to bike a person and the person is searching Google to know how to dodge a snake bite. The ad makes the explicit claim about the fast internet access at any place and time when the user need and for making this claim more interesting and real they have shown a real life problem that any person might face anytime. However, the ad has a fallacy because the tough situation shown in the ad could not really be handled in a way shown in the ad. The ad basically aims to make audience imagine that the EPhone 900 allows them such fast access to internet anywhere and anytime that they can reply upon the EPhone for the solution of their problems. The problem shown in the ad is very serious needs urgent solution. Likewise, the ad claims that the product works to solve their all problems at all the time by providing them immediate solutions though all time and all place access to the internet. The ad could be regarded as an interesting example of explicit print advertisement. The use of celebrities is also very common in the advertisement to make both explicit and implicit claims about the products. In the Hugo Boss Orange advertisement the British actress Sienna Miller has been shown as face of new fragrance for women. In the print ads, the actress has been captured with charm and beauty and shows the pleasure and good feelings she get from the use of the product. The ad conveys very direct meanings and could be regarded as example of implicit advertisement because it does not says or tell anything but it simply shows how one can feel after using the product promoted in the ad. The ad of Hug boss implicitly claims the pleasure and geed feelings evolved from the use of Hugo Boss that could not be deem as fallacy because message has been conveyed in reference to a celebrity who endorses her likeness for the product. Celebrity endorsement is very common as well as useful tool of advertisement because it helps the advertisers making their claims more strongly and the impact of their claims is also expected to be strong and long lasting upon the minds of the audiences. Hence, the analysis of print ads of four different products has clarified that the use of implicit and explicit claim is very common in the print advertisement. Sometimes, these claims are based upon the fallacies whereas some claims are based upon reality or real information and benefits associated with the products. In explicit ads are often based on fallacies because such claims are made through the written claims often containing some false claims however, the implicit ads simply show the idea to the audience and rather speaking much they leave it to the audience to understand the claim made in the ad. In some cases, these claims are also based upon fallacies however, these claims are often based upon showing people the benefits and significance of the products. Work Cited Read More