Symbols in Advertising

In the second part of the project we are asked to write down five examples of concepts that are regularly depicted in advertising and publicity that cannot be shown directly.

Success - Advertisements selling goods that would be considered luxury items by many people are often depicted with other elements that suggest that the depicted person leads a successful life. The subliminal message is that by owning the product the purchaser will demonstrate to the wider world that he or she is a success.

Care - Recent commercials by the health provision company BUPA emphasise the high level of care that the prospective member can expect by joining BUPA. The hidden message is the implied comparison with the National Health Service and relies heavily on a belief that the NHS is impersonal, has long waiting lists and limited access to the really good consultants.

Increased competence - Here the message is that by buying a particular object the purchaser can achieve greater levels of competence. One has only to look at the advertisements placed by camera companies. Almost invariably the shot of the camera is given a background of a superb photograph that can only be aspired to by the average amateur photographer.

Anxiety Relief  - A fairly recent phenomenon is adverts by debt settling companies. It is suggested, indeed emphasised, that by putting your financial affairs in the hands of the company your worries will go away. They almost all start with an anxious person trying to sort out his affairs accompanied by an understanding other whose faces are suddenly wreathed in smiles when they realise that all their troubles have gone away.

Image - In a sense this concept underlies all forms of advertising whether it deals with the executive style of life or debt relief. Here the advertiser suggests that purchasing a particular product or service will in some way enhance your image in whatever way you think. Whether it be the latest luxury car, sea cruise or even many everyday things the advert tries to get you to believe that both in your own eyes and that of others you are will be a better person.

It is said that there only two concepts in advertising - fear and greed and all other concepts are subsets of these two. Fear is best exemplified by the adverts for cleaning materials that claim to kill most of the germs our children come into contact in their everyday lives. Greed is best shown by the Lottery that offers a fantastic lifestyle for the lucky winner.