Since the Dove for real beauty campaign swept the media channels with a total different image of women, it seems that other major corporate labels capt the message and are on board with the same ticket. Canadian advertising went through a major change since it stepped into the new millennium with the introduction of fresh average-Joe faces in tv adds and paper advertising. People like you and me that on a daily basis do nothing different than be the average-Joe, bald men overweight adjusting his squeaky garage door with a can of lube, or the everyday dad that with a full moon runs in the wild with the wolves, and more recently the Slim Fast tv ad where man are OK to use it.
The world changes and so the advertising dimension, it would be foolish to pretend that with the increasing obesity in the US, the well fitted models on tv could represent the average family with no bellies, jelly arms and double chins. But this sympathizing method to tell the viewers "It's ok to be fat, we understand!", has the double purpose of making the public both comfortable with their weight problems, and at the same time implies a major change in strategy and target from the advertising companies.
Playing with our feelings? Yes, and again! It is not the first time that the media takes personal feelings in consideration for the purpose of exploitation, to reach to the inner and most sensible part of the person who is watching the ad. Take for instance the pharmaceutical industry who bombards you with pictures of happy families, and with their cure to keep that image safe forever as long as you buy their products.
The ad below shows Dr. Robert Jarvik, the inventor of the artificial heart, who last year was feature in an on-going campaign about Lipitor, a drug made by Pfizer for lowering the cholesterol in your body; and off course with it's side-effects controversial. It seems that so far no charity-compassion has been made by the advertising media over the real issue of health, like hyper caloric food intake, fast-food galore and bad or healthy diets; but a continuous bombardment of quick remedies over how to beat the fat just buying the X product, for an exaggerate amount of money, that will make you hang on the thin hope of becoming thin with no exercise.
The comfort hand of fake caring switched shape surviving changes and hostilities, just like Charles Darwin said "It is not the strongest species that survive, nor the smartest, but the one that adapts better to change.", and so media giants tossed a further step into faster adapting strategies for better sales in a continuous changing reality.
The world changes and so the advertising dimension, it would be foolish to pretend that with the increasing obesity in the US, the well fitted models on tv could represent the average family with no bellies, jelly arms and double chins. But this sympathizing method to tell the viewers "It's ok to be fat, we understand!", has the double purpose of making the public both comfortable with their weight problems, and at the same time implies a major change in strategy and target from the advertising companies.
Playing with our feelings? Yes, and again! It is not the first time that the media takes personal feelings in consideration for the purpose of exploitation, to reach to the inner and most sensible part of the person who is watching the ad. Take for instance the pharmaceutical industry who bombards you with pictures of happy families, and with their cure to keep that image safe forever as long as you buy their products.
The ad below shows Dr. Robert Jarvik, the inventor of the artificial heart, who last year was feature in an on-going campaign about Lipitor, a drug made by Pfizer for lowering the cholesterol in your body; and off course with it's side-effects controversial. It seems that so far no charity-compassion has been made by the advertising media over the real issue of health, like hyper caloric food intake, fast-food galore and bad or healthy diets; but a continuous bombardment of quick remedies over how to beat the fat just buying the X product, for an exaggerate amount of money, that will make you hang on the thin hope of becoming thin with no exercise.The comfort hand of fake caring switched shape surviving changes and hostilities, just like Charles Darwin said "It is not the strongest species that survive, nor the smartest, but the one that adapts better to change.", and so media giants tossed a further step into faster adapting strategies for better sales in a continuous changing reality.
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