15 imagery, and women respond positively to female imagery.” Therefore, by including a female model as the main visual focus of the advertisement, female consumers are more likely identify with her and be more inclined to purchase the product.
Figure 5. Dove Chocolate Print Advertisement (2)16
15 Sheehan, Kim Bartel. "Gender and Advertising." Controversies in Contemporary Advertising. Thousand Oaks: Sage Publications, 2003. N. pag. Print.
16 NOURISH Your Soul, Saturate YOUR SENSES. Digital image. Mars Company, Dove, n.d. Web. 9 Dec. 2015. Page1 6of3 1 Initially, this advertisement (Figure 5.) seems to be empowering to women, it encourages them to pay more attention to themselves and give themselves some well- deserved ‘self-love’. The …show more content…
The intention is for these feelings to translate into unquestioning approval of whatever has been said. However, this phrase is highly abstract and ambiguous. Though the words connote a positive message and encourage women to be supportive of female empowering ideas, the images in the advertisement tell a different story — one where women are expected to be slim and flawlessly made up for the sake of men.
Dove Chocolate’s print advertisements and commercial both employ this pseudo feminist angle to try and persuade their consumers. Godiva Chocolate, on the other hand, has shown how women are portrayed as the submissive sex during interactions with males. There is also a connotation of males having the ability to control a women’s happiness.
17 Shabo, Magedah E. "Glittering Generalities." Techniques of Propaganda & Persuasion. Clayton: Prestwick House, 2013. 30-33. Print. Page1 7of3 …show more content…
Dressed in a suggestive manner, she is seated in a large room with an ornate staircase implying a belonging to the elite of society. Though the chocolate is the product, it is not the visual focus. This method of advertisement is soft-selling18. As Sivulka said, “Customers might be on occasion be directly persuaded, but more often they bought because of a suggestion at the right psychological moment, what today is called image building. The soft-sell strategy employed opulent art and suggestive sales pitches that mainly revolved around appeals to class and gender as opposed to making an argument on price and utility.”19 By distracting the focus of the target audience from the actual product, Godiva Chocolate is selling more than just chocolate, but allegedly the lifestyle of the elite of society as well. It appeals to the female consumer’s desire to climb the social ladder and persuades her to purchase their product.
Figure 6. Godiva Chocolate Print Advertisement (2)20
18 soft sell (or emotional) appeals base selling pitches on the satisfaction that comes from purchasing the product and then owning it or making a gift of it.
19 Sivulka, Juliann. "It Takes a Woman to Sell a Woman." Ad Women: How They Impact What We Want, Need, & Buy. Amherst, NY: Prometheus, 2008. 88. Print.
20 Godiva. What Makes the (GO)DIVA I Just Can't Put My Freshly Manicured Finger
Figure 5. Dove Chocolate Print Advertisement (2)16
15 Sheehan, Kim Bartel. "Gender and Advertising." Controversies in Contemporary Advertising. Thousand Oaks: Sage Publications, 2003. N. pag. Print.
16 NOURISH Your Soul, Saturate YOUR SENSES. Digital image. Mars Company, Dove, n.d. Web. 9 Dec. 2015. Page1 6of3 1 Initially, this advertisement (Figure 5.) seems to be empowering to women, it encourages them to pay more attention to themselves and give themselves some well- deserved ‘self-love’. The …show more content…
The intention is for these feelings to translate into unquestioning approval of whatever has been said. However, this phrase is highly abstract and ambiguous. Though the words connote a positive message and encourage women to be supportive of female empowering ideas, the images in the advertisement tell a different story — one where women are expected to be slim and flawlessly made up for the sake of men.
Dove Chocolate’s print advertisements and commercial both employ this pseudo feminist angle to try and persuade their consumers. Godiva Chocolate, on the other hand, has shown how women are portrayed as the submissive sex during interactions with males. There is also a connotation of males having the ability to control a women’s happiness.
17 Shabo, Magedah E. "Glittering Generalities." Techniques of Propaganda & Persuasion. Clayton: Prestwick House, 2013. 30-33. Print. Page1 7of3 …show more content…
Dressed in a suggestive manner, she is seated in a large room with an ornate staircase implying a belonging to the elite of society. Though the chocolate is the product, it is not the visual focus. This method of advertisement is soft-selling18. As Sivulka said, “Customers might be on occasion be directly persuaded, but more often they bought because of a suggestion at the right psychological moment, what today is called image building. The soft-sell strategy employed opulent art and suggestive sales pitches that mainly revolved around appeals to class and gender as opposed to making an argument on price and utility.”19 By distracting the focus of the target audience from the actual product, Godiva Chocolate is selling more than just chocolate, but allegedly the lifestyle of the elite of society as well. It appeals to the female consumer’s desire to climb the social ladder and persuades her to purchase their product.
Figure 6. Godiva Chocolate Print Advertisement (2)20
18 soft sell (or emotional) appeals base selling pitches on the satisfaction that comes from purchasing the product and then owning it or making a gift of it.
19 Sivulka, Juliann. "It Takes a Woman to Sell a Woman." Ad Women: How They Impact What We Want, Need, & Buy. Amherst, NY: Prometheus, 2008. 88. Print.
20 Godiva. What Makes the (GO)DIVA I Just Can't Put My Freshly Manicured Finger