The Language of Love and Feelings in Advertising

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The Language of Love and Feelings in Advertising
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• Mass- media world was considered as the
  submission and manipulation kingdom
• Parallelly, in mass- communication studies,
  advertising has also represented an area without
  any specificity
• In the last ten years, the situation has deeply
  changed
• A comparative analysis had the observation
  results come out advertising in Italy and in
  England

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• Social- anthropological and semiotic start point
  of my search the content and the text analysis
• I distinguish the language of love and feelings
  in advertising
• In the first phase of the search, I have
  considered all social and feeling aspects in
  advertising
• In the second phase, I underline women role
  evolution in advertising and the role of love
  and seduction

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Love and Food
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Nature and Variety

• The most published food are ready to be eaten,
  they need minimal ability and care to be cooked
• What is the claim in this case? Save time!

• The only ingredients appearing in the English
  sample in 1989 were the tinned tomatoes

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Wet nurse s Ethics

• More than in England, in Italy, the baking moment
  is sacred and the temple of this ritual is the
  kitchen
• There is a great emphasis both on who has food,
  and on its activity of cooking.

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• In a spot series for Buitoni a woman waited
  for her man, she day- dreams he would be happy
  to arrive and to stay

• The end comment is Rasagnole Buitoni, the ones
  with feeling. Doing something sentimentally
  means to do it in the right way, Italian food is
  good and good made because it is done for
  someone.

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• Another subject, in the commonest ones, is the
  attribution of sensual and pleasant connotations
  to food.
• In English advertising there are not lots of
  sensual connotations but voluptuousness is linked
  to stranger food, especially French food
• This kind of attitude is less common in English
  advertising, but in someone as Cadbury

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Amor Patriae
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• In Italian advertising, the product range is
  wider than in English one, the accent is placed
  on cooking phases more than the consumption
• A national pride sense shines in lots of spots (
  eat in Italian way ). Cookery art of other
  countries is not mentioned, but national food and
  tradition are really emphasized
• Another aspect of English advertising is about
  variety of countries and cookery tradition a
  series of spots for ready soups is entitled
  Cooking with Culture

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Raw and cooked food

• In English advertising the cooking process is
  less emphasized than the consumption
• The Italian spots insist more on taking care of
  family with natural ingredients

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Private character

• In Italy, every meal is a social chance, both
  when it is circumscribing by nuclear family and
  when it is an expanded family circumstance
• When women interact in advertising, we can see
  them in two ways the interaction target is not
  the relation, but the acquisition of knowledge
  and ability for a better performance

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• The second way to represent women interaction is
  the leisure, in a pleasure moment after work
• In the series for stock cubes, women break an old
  stereotype of being alone in the kitchen, they
  share a job and a chat, and it shows a new
  prospect both about relation and the social
  character of cooking

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Alimentary habits and consumption model

• In England, the most important meal is called
  dinner, and it is the real meal
• In English spots there is a clearer boundary line
  dividing a urban way to consume meal, a
  gorgeous one, from an ordinary way to eat food,
  that is popular, domestic.
• In Italy, the boundaries between luxury and
  ordinary are softer

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• In the Italian food consumption, the environment
  is less variable, home is the right place, and
  the table is prepared

• We rarely found people eating at the office and,
  when it happens, it does not mean a real meal,
  but a snack

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Social variables linked to consumption

• In England the target for the snacks for children
  is undifferentiated, in Italy instead, it is made
  for children and mothers
• In England, it is possible to find a wider range
  of different situation and people in Italy, when
  family is not complete, a mother with a son are
  the members mostly shown

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Represented subjects and working division
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• Cosmopolitism is an interesting aspect of English
  advertising, it is signifying, as the spots for
  travelling companies, more than in Italy.

• The equation family food love value lives in
  advertising , in English one too, but, family
  meals are working class ones and that is not a
  rule, but an exception.

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Food for Animals

• In English spots people are on intimate terms
  with the pets, more than in Italy
• In a spot for Sheba , the end comment in
  England is It seems, it smells, it is like it
  was cooked by you, in Italy, the same spot ends
  with Sheba, love for cats

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Drinks variety and presentation modality
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Soft drink consumption and cultural order

• In England, drinking tea is a ritual that is
  repeated for more times in the same day
• In Italy, it is mostly a domestic act and it
  happens in free time, in advertising solitary men
  prevail
• The spots for sparkling drinks show a growing
  trade towards individualism, competition, success
• Humour prevails in English spot, and life style
  prevails in Italian ones, and there are two
  different ways to link drinks with time, people,
  environment, occasions

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Alcoholics as context branders

• In Italian spots, the alcohol consumption is
  always a social activity it is limited to free
  time because of its effects on self-control and
  awareness
• English TV cannot publicize super alcoholics

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Wine has a cyclical character and it is important
in the Italian meal In English spots, beer is
mostly consumed in public places, it is drunk by
men only and not with food.
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Car the mechanical bride

• The High Priest of Pop-Culture
• Objects of Desire
• Technology as Extensions of the Human Body

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Love is Agape and Eros

• Love and Seduction

• ltltForgive me this my virtue
• For in the fatness of these pursy times
• Virtue itself of vice must pardon beg....gtgt
• William Shakespeare

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Bread and dreams

• Vito Varvaro suggests a little of emotion, a
  first rate product, rationality, information. But
  Advertising is not information.
• There are other elements giving something more to
  the message the human expectation of bread and
  dreams as told Séguéla.

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Dreams to hand

• Advertising is like Cinema it asks for being a
  spirit farm. In this way, consumption can become
  a cultural act
• With it, dreaming is easy like going to the
  supermarket, like switching on TV
• We need suggestion, that one which the
  spot-creativity stages. So, Advertising is
  seduction

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She stares you in the eyes

• The first kind of seduction woman. The Italian
  telecamera is feminine, but it wraps the woman up
  with a male look
• It is linked to the products that do not concern
  passion, especially in Italy
• Especially in the spots for scents, the female
  feature becomes a simple symbol signifying
  values over itself

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Women as communication archetype

• The feminine face would embody the communication
  archetype which everybody understand
• While the male gaze is giving the status of the
  vision object to the woman, the female audience
  recognizes in the male desire
• Naturally, the achievement of the desired image
  is possible only with the product purchase.

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Reality and Advertising reality

• Advertising acts as a mirror, but it shapes the
  reality which it reflects and sometimes, it shows
  a distorted image
• In a spot of San Paolos Bank , the agency
  avoids a sexy woman, because it has decided to
  start with reality
• There is a new simulacrum the superwoman who
  masters every domestic technologies and
  seduction, by combining career and house, being
  attractive and professional

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The Mainstream march

• We can find the Mainstream march from moralism
  and sociality, towards to the opposite
  directions individualism and hedonism
• The Anglo-Saxons accept rules as Kantian
  imperatives, for the Italians, the biggest
  deterrent is the fear of sanction
• Because of a very indulgent system, and the
  propensity to life pleasures, giving up and
  sufferings for a very sense of duty or for
  gaining a result are decreasing

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Parts of women

• We are still stereotypes, we must not think only
  about that spots which have whole women

• Hands, eyes, or legs only are visible, in a
  female body shattering that communicates
  womanliness more than the whole body

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Men too become feminine
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• Near the super woman there is the new man, who
  holds new connotations of aestheticism and
  fatherhood

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• The male nude and its ambiguity are a taboo no
  more, a man is free from the old image of
  strength and of the never asking for man
• Self-care, relation ability, patience, the
  attention for relations, listening ability, have
  been emerging both in Italy, and in England, as
  the other side of sensitivity and thought

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Creativity deficit

• We are the fatherland of design, Renaissance, and
  of other creative beauties, but we have no
  Advertising creativity
• There are not many Italian brands with the
  problem of doing a global communication. This
  fact causes a professional culture that is
  isolated from the English one
• The second structural element which causes
  backwardness is the advertising crowding

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The second kind of seduction intelligence

• Brain seduces. Seduction is a spider web which is
  burnt by capturing a person until it arrives to
  the mind
• Some spots are memorable because of the unusual
  situation and seductive because of irony.

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Politician, a great seducer

• Labour is not working. Persuasion is not
  fundamental, because who is not sure is not
  persuaded, he needs to be seduced

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Men or Lovemarks

• Emotion take us to the act, reason to the
  conclusions
• Lovemarks are a new way of thinking about the
  things we love. They transcend brands. Lovemarks
  embody Mystery, Sensuality and Intimacy

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• Observe how much providence Nature, human genus
  mother, has given a little madness everywhere. It
  gave to men more passion than reason, to let
  everything be less sad, difficult, hard, bad,
  insipid, troublesome. If mortals avoided every
  relation with wisdom, there would not be the
  old-age. If they were more fatuous, happy, mad,
  they would enjoy a never ended youth. Human life
  is only a madness game.
• Erasmo da Rotterdam