David Beckham

Adidas tell us impossible is nothing? We see athletes such as David Beckham explaining to us how hard and low certain parts of his career have been, however the Adidas slogan of impossible is nothing have given him the belief to overcome this. Does this point suggest that the average couch potato can acquire a pair of trainers and will instantly transform in to a highly successful athlete? This is simply the power of branding.

From its beginning advertising has always had an artificial foundation of trust with audiences. Tobacco companies perhaps the most recognisable industry for this claim. The claims that smoking “increased your health” is now ridiculous, with a simple inclusion of “Scientists prove”  on most advertisements, audiences trusted in these companies they did not challenge this, they were a modern audience. It is interesting to see the development of women in advertising. Women were often, in relation to advertising portrayed as domestic goddesses, whose sole purpose in life, was to feed the children, and prepare the house for their husbands.

 Sexuality has always played a dominant role in advertising and still does. Sexually charged advertising campaigns can be seen throughout the decades. In 978 the Badedas bath balm advertisement featured a woman, who was sexually transported through the use of the product. This was an especially important time for women in the world, with the UK’s first female Prime Minster (Margret Thatcher). In the 1980’s Nescafe exploited sexuality in a new way. They applied sexual connotations of romantic fiction to create a series of romantic tales, centred on potential lovers and their love of a Nescafe Gold blend coffee. The advert featured Antony Head and Sharon Maughn. The advert gave people not only a new product to invest in, but also the story which accompanied it.

Advertising has evolved into a more controlled and tamed creature from what it previously was. With policing bodies such as Ofcom, many adverts have to be more respectfully tuned to a far more intelligent audience. Recently Ofcom targeted internet companies such as BT, for wrongly advertising broadband speeds, which they could not provide. The solution offered by Ofcom was not to provide estimated speeds as this was deceiving customers. This “safety” net imposed does protect the consumer from the manipulative powers of advertising, however haven’t we all fallen victim to the subliminal powers they have. Just look at your phone, clothes and other possessions, is that what you wanted to buy? Or are they what you were told to buy?