D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
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1 4<br />
knowledge of the culture and ideology of a society should be<br />
taken into<br />
account.<br />
As we have already quoted from VESTERGAARD & SCHR0DER<br />
(1986) on page 9, "advertising not only influences human<br />
society but also reflects aspects of that society's values."<br />
Therefore, in order to reach a certain audience the advertiser<br />
tries to present a version of reality which fits the presumed<br />
i<br />
attitudes and values of that society considering such aspects<br />
as age, sex and social<br />
status.<br />
The young generation, for example, is the target group<br />
of many ads for products such as soft drinks, sports-cars and<br />
cigarettes; because these products are associated with<br />
joyfulness, vitality and self-assurance. On the other hand,<br />
when addressing the female audience, announcers seem to have<br />
always in mind a major slogan: "in order to become happy and<br />
successful a woman has to be beautiful."" This idea is<br />
implicit in almost all of the advertisements for cosmetics,<br />
food, clothes and even soap and kitchen supplies. Besides,<br />
the<br />
woman should serve and be protected by the man who is usually<br />
portrayed as a strong and handsome hero. However, because of a<br />
tendency in most of the western contemporary societies to<br />
approximate the roles of men and women, advertisers have had<br />
to change their techniques to approach each<br />
group.<br />
Besides age and sex, another important aspect to be<br />
considered in relation to the public aimed at is social<br />
status. In addressing the classes, "advertisers have to take<br />
into account the class membership and class identifications<br />
of<br />
the audience of various publications.Advertisements vary