“Practices of Looking” by Marita Sturken Essay

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Introduction

There is no doubt that advertising and media in a nowadays society have a great impact on people. Having read the book by Marita Sturken and Lisa Cartwright “Practices of Looking”, one comes to understand that the study of the advertising is a whole science, with its object and subject for studying. One of the basic aspects of study is the image, what does it do, what functions does it perform and how do people percept the images, they see, going through their lives. It happens, that we, even not noticing that and looking at the image have a special perception of the world around us. The advertisement, in whichever sphere it is made, whether it is a Taking an interesting advertisement, from the personal shopper I will describe what perception does it create for the one, who looks at it. This is the ad for a Christmas decorations, which promotes miscellaneous decors and toys for holidays. The promoters of the ad are real professionals as there is no doubt that this advertisement is an effective instrument to win the buyer.

Main body

Firstly, as it uses a vivid image, that helps the potential buyer to go into the atmosphere of a holiday. Moreover, it revives the nostalgia for one of the favorite holidays for people – Christmas. The toys depicted in the image are contaminative and attractive. Everyone who is able to see such a toy is eager to buy if not the same, than some other, which is alike. Toys stand against the blurry background, and this technology makes them stand out even more. Thus, the image in this very advertisement is the focal point to attract a potential purchaser.

Secondly, the cultural context is also being used in the advertisement. It is widely known, that European and the American advertisements tend to use different features. Namely, the Europe tends to glamorous and less informative ads, while the US tends to use more casual but informative ads. Consequently, American ad promoters use more words to explain and confirm the client to buy the product. In this advertisement, this tendency can be grasped. The whole advertisement is plain, but it manages to win the clients over with the help of its genuinely and sincerely organized setting where the image and the text are interrelated and functioning as an instrument of cultural connotation.

Finally, this advertisement wins the buyer, with the help of another technique, namely, using the value, the purchaser might get from buying the product. Thus, the potential buyer is aware, that he can value from buying this wonderful decoration for his or her house.

Conclusion

Making a conclusion, it might be said, that while the consumers era is here, the developing technologies of how to use the advertisements will be further developed. For now, using images and special methods makes people interested and attracted with a certain product. It is easily seen within an advertisement of holidays toys, which firstly attracts a potential buyer with the vivid image, which stands out against the background, secondly, with the help of taking into account a cultural aspect (whether it is Europe or America or other pert of the world), which consequently makes an ad either a glamorous one or not and finally, attracting the buyer with the value hi might get from purchasing this product.

Works Cited

Marita Sturken and Lisa Cartwright. Practices of Looking: Oxford University Press, USA, 2001.

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IvyPanda. (2021, October 22). “Practices of Looking” by Marita Sturken. https://ivypanda.com/essays/practices-of-looking-by-marita-sturken/

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"“Practices of Looking” by Marita Sturken." IvyPanda, 22 Oct. 2021, ivypanda.com/essays/practices-of-looking-by-marita-sturken/.

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IvyPanda. (2021) '“Practices of Looking” by Marita Sturken'. 22 October.

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IvyPanda. 2021. "“Practices of Looking” by Marita Sturken." October 22, 2021. https://ivypanda.com/essays/practices-of-looking-by-marita-sturken/.

1. IvyPanda. "“Practices of Looking” by Marita Sturken." October 22, 2021. https://ivypanda.com/essays/practices-of-looking-by-marita-sturken/.


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IvyPanda. "“Practices of Looking” by Marita Sturken." October 22, 2021. https://ivypanda.com/essays/practices-of-looking-by-marita-sturken/.

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