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Word Count: 763
Advertisement is thought to be the foundation and economic lifeblood of the mass media and the primary purpose of the mass media is to sell audiences to advertisers The 130 billion advertising industry is a powerful educational force not only in the United States For example the average American is exposed to over 1500 ads a day and will spend 1 12 years of his or her life watching TV-commercials Ads sell a great deal more than products They sell values images and concepts of success and worth love sexuality popularity and normalcy Although ads sometimes seem to be trivial their cumulative effect my be serious This fact is nicely demonstrated by the Farrah-effect males who viewed a short clip from the TV-series Charlies Angels develop unrealistic mate choice criteria in respect to female attractiveness Moreover advertisements are in my view a product of cultural evolution If we take the product as the individual the customer and sales as the resource advertisement is supposed to enhance the fitness of the product In the course of time advertisements thus will evolve towards an optimal exploitation of the adapted mind One if the themes which are prone to exploitation are human mate-selection criteria Basically two advertisement strategies could be used to exploit mens and womens cognitive adaptations to mate-selection and the protoypic triggering-signals associated with this complex The first strategy is sensory exploitation of the opposite sex This means that advertisement would pair products for one sex with the stimulus of the other sex thus exploiting the possible excitation the stimulus would evoke which then would be paired with the product The second strategy could be called comparison with a normative self In this case the product for one sex is paired with same sex-stimuli that would be a perfect stimulus for the other sex and the product is what makes the difference between the consumer and the perfect stimulus These standards in advertisements are optimized by
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