This week I will be talking about advertising and the ads we see everyday whether that is through social media, on television or out in public on some billboard or poster. The ad I want to discuss with you is found on the social media platform Instagram. It comes from a dance studio's account in which I work at right here in New Jersey, Dance World Academy. This type advertisement is posted on every dance studio's page when the new dance season is about to start, you might see this with sports teams or clubs as well. Ads like this are created and presented in order to convince a parent to sign their child up for this activity that keeps their kid occupied and entertained after 7 grueling hours of sitting in a classroom.
Therefore, through this ads platform being electronically posted for followers or searchers to see, the information is brief and convincing. The words that are chosen on the ad in bold make claims for the viewer to say "oh, my child needs to go here because of their accolades!" The target audience is certainly parents with the desire to put their child in an after school activity that might lead into a full childhood to adulthood commitment and passion.
In terms of psychoanalytics, a theory proposed by Freud arises that contains three phenomena of mental processing known as the id, ego, and superego. The id is one's initial reactions, impulses, and dependencies. The ego is the mediator, representing sense of self and comes to terms with reality. Then, there's the superego which is one's morals and subconsciously interjects. Therefore, with this ad and advertisements of such, I believe the id of our subconcious to kick in immediately, as it does, to make the quick decision of signing up. However, I do see the ego also coming in and thinking about logistics of the commitment about to be made for the possible benefit of their child, or the fear they'll hate it; AND of course the financial burden that follows.
This text doesn't emit any sexual or aggressive drives being that is family oriented, directed at, and found by the parents of toddlers to adolescents; allowing them to make a decision for their child in search of something they'll love and enjoy.
Furthermore, this text appeals to the elements our unconscious as one analyzes the words and graphics presented in front of them and immediately thoughts, memories, or feelings are elicited depending on the person and their personal life, past, present, or future. Maybe a viewer of this photo has a past experience with the dance community where it ended in drama and chaos, so seeing this immediately makes them roll their eyes and keep scrolling, it is different for everyone!
Importantly, the value of this ad is to attract and draw in new customers for the purpose of keeping a thriving business. Often when analyzing advertisements, especially in high school as you might remember, English classes constantly stressed ethos, logos, and pathos and how at least one of these motives is embedded in all ads. So fun right! I'm sure you know what I'm talking about. At this point it's engraved in my mind! ANYWAYS, along with the value of this text having a focus of desired admiration from its viewers with a convincing attitude, ethos is prominent here. The reason I say that is because the words on the ad establish personal credentials of the dance studio while allowing the audience to formulate trust and marvel.
So, enough of my blabbering on, you get the point. Advertising in any text, whether print or media, plays with our mind functionality, understanding, and reactions whether we are conscious of it or not. The viewing of an advertisement involves criticism and a process that is experienced and dealt with differently in every individuals head, plus reacted through one's way of mental processing.
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