An example of advertising techniques.

I've been reading a lot about the "tickle" deodorants, and I've learned that they are more famous that I thought, and more controversial. Therefore, I will be using this advertisement to explain the different techniques that are used in this commercial. 

I believe that this ad has a subliminal message. But what exactly is a subliminal message? A subliminal message is "a signal or message embedded in another medium, designed to pass below the normal limits of the human mind's perception."(Wikipedia.com)

These messages are simply displayed by images or objects. In this case, the deodorant. 

The controversies in this subliminal messages have been known for a long time. There have been debates over the existence and nature of the subconscious. The fact is that all things in which humans find a symbolic meaning are often ambiguous.  

The messages in this particular advertisement are represented in written language and images. This particular ad was advertised on a magazine, by an unknown author. This commercial is targeted to woman, but does is author  attempting to elicit a behavior or a belief? The author is attempting to elicit a belief because he/she wants the public to buy this deodorant.  

A major advertising technique that i was able to get from this advertisement is "wit and humor". Wit and humor is used when the company wants customers to be  attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.

Advertising techniques

Ir order to better understand the advertisements and commercials that I've been needing to watch during the last few weeks, I did my own research on the different advertising techniques that are used by companies in roder to adverside their products.

ADVERTISING TECHNIQUES
AVANTE GARDE:The suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy.

FACTS AND FIGURES:Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.
WEASEL WORDS: “Weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.
MAGIC INGREDIENTS:The suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s.
PATRIOTISM: The suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in America and employing American workers.
DIVERSION: Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction. e.g. a tobacco company talks about health and smoking, but then shows a cowboy smoking a rugged cigarette after a long day of hard work.
TRANSFER:Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze. PLAIN FOLKSThe suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
SNOB APPEAL:The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
BRIBERY Bribery seems to give a desirable extra something. We humans tend to be greedy. e.g. Buy a burger; get free fries.
TESTIMONIALA: famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular brand of skates.
WIT AND HUMOR:Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.
SIMPLE SOLUTIONS :Avoid complexities, and attack many problems to one solutions. e.g. Buy this makeup and you will be attractive, popular, and happy.
CARD STACKING:The propaganda technique of Card-Stacking is so widespread that we may not always be aware of its presence in a commercial. Basically, Card-Stacking means stacking the cards in favor of the product; advertisers stress is positive qualities and ignore negative. For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories. Card-Stacking is such a prevalent rational propaganda technique that gives us only part of the picture.
GLITTERING GENERALITIES:The glittering generalities technique uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-all these commercials are using Glittering Generalities to enhance product appeal.
BANDWAGON:Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.
The popularity of a product is important to many people. Even if most of us say we make out own choice when buying something we often choose well-advertised items- the popular ones. Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is to obvious, viewers may reject the product outright.

"advertising techniques." Advertising Techniques. 14 Dec. 2008
http://www.foothilltech.org/rgeib/english/media_literacy/
advertising_techniques.htm.

How is it all related?

After studying about the culture in the 1970s-the music,trends,films, etc., I've come to ask myself: how is all of this related with the topic of my research,sexual appeals and the changing faces of sexuality during the 1970s? Throughout the decades, the years face many factors which can influence to the change of trends and customs. From music and television, to artists and public figures, everything has a saying in the changes that occur. The 1970s were times of releases, releases in the music and television industry. New trends and styles started to emerge and quickly captured the public's attention. Along with the music came the new lyrics, which with a combination of "sex, drugs and rock n roll" created new images in people's head. What used to be soft, caressing romantic songs about a love story became hard-rock music lines about sex and getting drunk, and these changes occurred right in front of our eyes.

Advertising started to make big impacts and changes to the decade. Most advertisements were ethos-based, meaning that they were based on the character of the speaker. For example, the "tickle" commercial. "Make yourself happy with a little tickle." "What were they selling here - deodorant or orgasms? It's hard to tell, but Tickle flew off the shelves with its bulbous, colorfully phallic bottle and this ridiculous ad campaign. " These commercials is wanting to create a feeling of comfort within the listener or the reader. The listener believes in that is being stated and also believes that the speaker or author has only the best intentions toward the listener or reader.

Advertising and commercials also began to include a different technique to persuade the reader/listener. There were new commercials which could have different meanings. Taking the "tickle" commercial in consideration, a listener says that "If there's a more blatantly sexual ad campaign than this one, I haven't seen it - the "antiperspirant with the big wide ball" kept these women positively giddy all day." "What were they selling here - deodorant or orgasms?".

Commercial and advertising techniques grew and were quickly abstracted by the companies. Today they are still being used on all areas of mass media, and that is making companies grow and be known across the globe.

About the 1970s

The role of women in Society

During the 1970s, women roles in society was altered with feminism throughout the world. A factor was the presence and rise of a significant number of women as heads of state outside of monarchies and heads of government in a number of countries across the world during the

1970s, and for many it was their first time holding such positions. 

Non-monarch women heads of state and heads of government in this period included Isabel Martínez de Perón as the first woman President in Argentina and the first woman non-monarch head of state in the Western hemisphere in 1974 until being deposed in 1976. Elisabeth Domitien becamethe first woman Prime Minister of the Central African Republic. Indira Gandhi cotinued as Prime Minister of India until 1977.  Golda Meir, Prime minister of Israel and acting Chairman Soong Ching-ling of the People's Republic of China continuing their leadership from the sixties. Lidia Gueiler Tejada became the interim President of Bolivia beginning from 1979 to 1980. Maria de Lourdes Pintasilgo became the first woman Prime Minister of Portugal in 1979, and Margaret Thatcher became the first woman Prime Minister of the United Kingdom in 1979. 

Music

During the 1970s, there was a rise of popular soft rock. Different artists stepped into the stage, like Chicago, The Doobie Brothers, James Taylor, The Carpenters, Elton John, and The Eagles.

Disco music also became popular, and because of this, rock music became increasingly hard edged with artists such as Led Zeppelin and Black Sabbath.

In the 1970s, both art rock and progressive rock were influences by experimental classical music, as well as punk rock. From the bands Black Sabbath, Deep Purple, Uriah Heep, Judas Priest and Led Zeppelin emerged hard rock and heavy metal, and along came AC/DC.

The mid-seventies saw the rise of punk music. Popular bands were the Sex Pistols, The Clash, Blondie and Ramones. 

The highest selling album of the 1970s was Pink Floyd's Dark Side of the Moon, released in 1973.

Towards the end of decade,Jamaican reggae music became popular in the U.S and in Europe. Along with reggae came Country music and hip hop.  

Television

During the 1970s, there were significant changes in television programming in  both the United Kingdom and the United States. There was a decline of the "family sitcoms" and new "Youngs, hip and urban" socially contemporary shows emerged. 

In 1970, BBC had  three colour channels from which to choose: BBC1, BBC2 and ITV. A famous tv show of the 1970s was "Pennies From Heave", a "show with elements of sexual explicitness, nostalgia, fantasy song,  and dance scenes, all overlaying a dark and pessimistic view of human motivation." 

Gays and Lesbians in the 70s

During the 1970s, not only did the face of sexuality changed because of the music, the television, etc. But different relationships started to emerge, like gays and lesbians. 

The 1970s and also the 1980s were times of tremendous feminist activism and much of that work was accomplished by lesbian feminists. An important development in the 1970s was the formation of a strong gay and lesbian movement in the downtown Santa Cruz community.
The first gay and lesbian meeting at UCSC took place in December 1971, when a symposium entitled "Homosexuality: Exploring an Alternative in Sexual Expression" was organized at Cowell College and attracted over 120 people from UCSC, Cabrillo College, and the Bay area. Many of the posters publicizing the symposium at UCSC were ripped down. UCSC's first gay (but still unofficial because they lacked a faculty sponsor) student organization, the Gay Students Union (GSU) formed at the symposium, and began meeting in the Stevenson College Jolly Room (which later became the Stevenson Coffeehouse).
Also, in December 1971, UCSC student Steve Kraft wrote an article for the campus newspaper, City on a Hill Press entitled: "Gay Lib: Dispelling Uptightness." In this article he talked about the formation of an eight-person gay, lesbian, and bisexual household in downtown Santa Cruz.

As the gay movement at UCSC blossomed in the 1970s, it was crossfertilized by other political movements at UCSC, which were also spaces where students were coming out. UCSC was the site of a powerful antiapartheid movement which advocated the divestment of the UC Regents from South Africa. While the story of GSU, LAGMU, and GALA is a vital part of the history of the GLBT community at UC Santa Cruz, it is not the only story. There are many stories, many communities, many overlapping histories.

The thriving feminist movement also inspired an active lesbian (and to a lesser-extent, feminist gay male) community at UCSC. With the birth of lesbian feminism in the early-1970s, many lesbians began to break off from both mainstream feminist organizations such as the National Organization of Women (NOW), as well as from gay liberation organizations. These divisions between gay men and lesbians were visible at UCSC as early as the 1971 conference at Cowell College, at which one woman was quoted as saying, "We all know that when the shit is flying we'll all support each other. But I'm sick and tired of giving more energy to helping men. After the way they've ripped me off!" Another complained, "Christ! The most chauvinistic thing I can think of for a man to say to me: 'Help me understand how I oppress you.' They should work that out among themselves!" Lesbians began to withdraw from GALA.
In 1974, the UCSC women's studies program was founded by a collective of students, many of whom taught student-directed seminars such as The Women-Identified Novel in Historical Perspective that included significant lesbian content. This program later grew into today's women's studies department, one of the strongest in the United States.

Another important development in the 1970s, was the formation of a strong gay and lesbian movement in the downtown Santa Cruz community. Due in part to the influence of UC Santa Cruz, the community had changed from a conservative beach resort town to a nationally recognized center of progressive activism.

In 1975, Santa Cruz County became the first county in the United States to prohibit discrimination on the basis of sexual orientation for its civil service employees. That same year, the first Gay Alcoholics Anonymous meetings formed in Santa Cruz, along with the Gay Counseling Collective and Gays Over Forty. In 1978, Santa Cruz gay and lesbian activists organized against the Briggs Initiative (California Proposition 6) and Anita Bryant's national Save Our Children campaign, both of which targeted gay and lesbian teachers. This was also the year in which San Francisco Supervisor Harvey Milk was murdered by Supervisor Dan White. Both UCSC and Santa Cruz community members traveled up to San Francisco to join 40,000 others in a candlelight vigil the night of Milk's death. The following year, on May 21, 1979, after a jury found White guilty of manslaughter instead of first degree murder, Santa Cruz gays and lesbians joined what has become known as the White Night Riot, a violent protest in San Francisco. The battle against the Briggs Initiative, and Harvey Milk's assassination were some of the dramatic landmarks in this remarkable decade of modern GLBT history.

University of California, Regents. "Gay Liberation and Lesbian Feminism." Out in
the Redwoods . 2003. US Santa Cruz. 9 Dec. 2008 .

The 70s were the years were the most changes of sexuality took place. It was the time when everyone started to "come out of their shells". Others just wanted to follow others steps, like actors, actresses and models. Gays and Lesbians began to create their own societies and spread their "love" throughout the Country. From restaurant to counseling groups, the new sexual groups, gays and lesbians, began to spread their sexuality and change its face. Because of these movements ,in today's generation we can see homosexuals shows on TV, radios, etc. Not only that, but everyday we can see them on the streets holding hands and sharing their sexuality with the world. Before the 1970s, gays and lesbians were not known as they are today, they didn't have the rights that they currently have and most importantly, they weren't treated as a normal human being.

Charlie's angels

Charlie's Angels was one of the most famous  television series of the 1970s. It is about three women who work for a private investigation agency and is " one of the first shows to showcase women in roles traditionally reserved for men."
Three women, the Angels, (originally Kate Jackson, Farrah Fawcett-Majors, and Jaclyn Smith) graduated from the police academy and were hired to work for the Charles Townsend Agency as private investigators. Each episode shows how the angels found themselves in new situations, and how they went undercover and investigated. The undercover aspect of the show creates much of the plot interest and tension. In the early seasons of the show, the Angels, under their assumed identities, use a combination of sexual wiles and knowledge learned for the situation in which they are being placed, but by the third and fourth seasons, the writing has a tendency to stray from the sex appeal (see "As 'Jiggle TV'") and focus more on the case at hand.

So how did Charlie's Angels contribute to the change of sex appeal in the 1970s?
As actors and actresses, these people are always being looked up to. The public sees them on Tv and as admirers, they want to imitate them. The undercover aspect of the show creates much of the plot interest and tension. In the early seasons of the show, the Angels, under their assumed identities, use a combination of sexual wiles and knowledge learned for the situation in which they are being placed.

"Charlie's Angels." Wikipedia . 13 Nov. 2008. Wikipedia. 10 Dec. 2008 .

10 Movie

"10" is a 1979 romantic comedy film directed by Blake Edwards and starring Bo Derek, Dudley Moore and Julie Andrews. Considered a trend-setting film at the time, and one of the year's biggest box office hits, the movie made superstars of Derek and Moore.

For the movie's trailer, visit http://www.imdb.com/video/screenplay/vi2545746201/

This movie was released in 1979.
PLOT:
In the night of his 42nd birthday, George Webber (Dudley Moore), a popular songwriter, begins showing symptoms of "middle-age crisis." Over the succeeding weeks, he finds himself continually staring at young girls on the street, and he begins envying his high-living neighbor, whose life is one endless orgy. George's behavior causes great concern to his lover, singing star Samantha Taylor (Julie Andrews), and to his partner Hugh (Robert Webber), who has seemingly avoided George's dilemma by being gay. While driving home one afternoon, George spots Jenny (Bo Derek), a stunning young beauty en route to her marriage ceremony. Regarding her as "the most beautiful girl I've ever seen" (on a scale from one to 10), George follows her to the church. He later learns her name, and discovers that she and her husband are honeymooning in Mexico. Driven by the impulse to see her again, George flies to Mexico and checks into the hotel where Jenny is staying. Later, he sees the couple on the beach, and begins indulging in romantic fantasies about the lovely young girl. When he rescues her husband from drowning, a grateful Jenny invites George to her room. Written by Alfiehitchie

Alfiehitchie. "10." IMDB. Amazon. 3 Dec. 2008 http://www.imdb.com/title/ 
     tt0078721/plotsummary.

Movies like "10", where "more skin" was shown and they were classified as "sexy", took part in the changing faces of sexuality.

When the audience looks at these public figures (actors and actresses), they get new ideas and most of them follow their steps.
That is the reason of why throughout the years the faces of sexuality have changed. More and more people are taking part of this new sexy "trend", and that helped then trend spread throughout the years.