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Journalism & Communication
Pages 9 (2259 words)
Fear and fantasy: a psychoanalytic analysis of “Olay Total Effects” advertisement Name Instructor Class 25 July 2012 One of the main appeals of advertising is that it strives to connect to people’s unmet needs and wants. Advertisements seek to inform and to persuade people of the benefits or effectiveness of their products and services that the latter need or desire.
The goal of this paper is to critically analyse how Newton’s TV ad appeals to its contemporary consumers through fear and fantasy symbols and suggestions. The framework of psychoanalysis will be used to interpret the meaning of this advertisement to target market segments. This advertisement uses fear and fantasy to respond to the unconscious desires of killing the ageing self, repressing sadism, and pursuing role reversal, and the conscious desires of being young and beautiful again, because of its underlying sexual and power benefits. One of the most powerful unconscious desires concerns violence, which in the advertisement’s case, refers to self-harming the ageing self. Freud's theories of aggression were multifaceted and evolved all through his lifetime. He first saw aggression as part of the sexual instinct that drives the “service of mastery” (Freud, 1905 cited in Yakeley and Meloy 2012, p.231), but afterwards, he believed that aggression constitutes a reaction to both internal and external risks, such as loss, and promotes self-preservation (Freud 191 cited in Yakeley and Meloy 2012, p.231). ...
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