I enjoyed our discussion on the advertisements that were displayed in Tuesday’s power point. In the past, I’ve had trouble identifying why an advertisement, like the Hermes and Benaton ads, are successful, but our discussion on Hook’s analyses of the Other cleared up the reason to why such “exotic” ads work. I think this relates to many theorists, but most notably DeSaussure and Barthes. DeSaussure says that we only know what a thing is not. When we are exposed to ads that are glamorous, unique, and ideal, then clearly the product not going to be “trashy.” There is an advertisement for Brieghtling watches in almost any magazine whose demographic is for wealthy individuals. The ads depict a beautiful single prop plane that is basking in the sun. In the foreground, the ideal male walks towards the camera wearing a fancy flight suite, or has a sports jacket flung over his shoulder. The watches are designed for aviation, but if the company only sold watches to people who fly, they would be out of business. What does this ad do? It tells you that the situation presented is not going to be disappointed: it’s so perfect, how could it provide anything less than an outstanding experience?

This concept also relates to Barthes because advertisements give the reader the opportunity to fill the in the gap. So we’re exposed to this Brightling watch advertisement, and we immediately start day dreaming of how wonderful life would be if you were about to get into this beautiful plane, and just fly off into the sunset. Life is but a dream, right?

These exotic ads work because they are participatory. My opinion of advertising in modern society is that everything has to be interactive if it’s expected to sell. Even though many of us are passive, we don’t like to think we are: we want to believe that we have a choice and are in control; we like when we are presented with options. Apple Inc. figured this out about seven years ago when they introduced the iMac lineup in four colors. Since then, they’ve released iPods, iPhones, and MacBooks in colors that will suite YOUR desire. The ads displayed in class are participatory because the viewer extends him/herself into the text and dreams of what life would be like with the product advertised. And this can happen even if the only real product in the advertisement being sold is the brand or name of the company advertising.

Here is a Breigtling ad with John Travolta, their ace:

http://i8mywatch.files.wordpress.com/2008/10/ad_062.jpg