Advertising is a social phenomenon of modern society. Meaningful "invasion" of advertising in a variety of spheres of functioning of society makes society closely, even biased analyze and evaluate this phenomenon in terms of its impact on the increase or decrease of the social whole. The society tries to adjust the advertising process in the direction of greater social acceptability of the results of advertising exposure. Along with the ideology of an impact on the physical environment and people's daily life, culture and everyday practices occur there are things that do not always correspond to the dominant ideology. Underwear is part of the "not shown life" for person, so it is important to refer to the study of the practice of using the things in daily life.
This essay will examine the advertising lingerie underwear comparing it with the bombshell. According to W.Lutz such advertising appeals to our feelings with the help of weasel words. Any personal behavior or condition becoming the subject of attention of advertising only if its absence becomes a social problem. Because the underwear brand is designed for women so the main criterion for purchase is the convenience. This quality is reflected in advertising. Marketers have identified the buyer category and set the requirements and expectations, as well as hidden ambition. In the same ad comfortable underwear for women is to add a few more accents - psychological. That is exactly how it will transform her figure lingerie and increase self-confidence, while remaining comfortable and cozy.
Excessive sexuality without proper design looks matter. It will attract the attention of a certain category of the male population, but it does not help sell the product. A reasonable solution would be marking the boundaries for which people may or may not get advertising because “the depiction of women as soft and seductive limited their horizons in obvious ways” (Goldstein). The boundaries between vulgarity and outrageous advertising are determined by how the placing of accents, as it is elegant as it is appropriate. So real marketers need to create a competent and beautiful advertising in such a juicy field as advertising for the underwear. It is necessary to understand that women do not have time to go into a complex plot and tangled concept, especially if advertising is placed on posters because “by giving form to people's deep-lying desires and picturing states of being that individuals privately yearns for, advertisers have the best chance of arresting attention and affecting communication (Petracca, Sorapur 2). Here it is necessary to use such tricks, which are called stoppers. This could be large print, a bright spot of color, creative approach to photography, in other words, all that stops the view on such advertising.
This text as "be a summer bombshell" implies, in our view, a study of two intersecting aspects of advertising as a social practice. Firstly, it is the consideration of the mechanism by which certain social actors carry out such an impact on society. Secondly, the study results both direct and indirect show the impact of advertising on the entire system of social relations. These issues, however, requires a preliminary identification of the advertising impact as a social impact. On the one hand, it would seem obvious, but to say that this identification is sufficiently conceptualized, in our opinion, it is impossible. We can interpret the advertising audience as a society, which is subjected to systematic purposeful influence on the part of some collective subject (the structures involved in the process of advertising activities). The purpose of such exposure involves changing characteristics, conditions, the behavior of these societies in the interests of the subject of the impact.
Study of the treatment of underwear practices is one of the examples of relief, allowing to make visible the invisible, many features of everyday life of our society. On the one hand, underwear responsible ideological prescriptions on what should be mass produced stuff. On the other hand, underwear as a thing of "unproven" life and at the same time as the thing closest to the person has the best potential to illustrate how the device of ideological dogmas and the redefinition of social and cultural values of things in everyday life. Underwear, thus, can serve as an indicator of the processes occurring in the culture as a whole. Underwear in the normative sense is considered to be a private thing. It has been allocated three properties private things: latency is in a private space, individual control over it and matching the individual things. In the advertisement, each of these properties of the laundry was broken. In the context of the ideology of "universal equality" is still differentiating function underwear. Linen acts markup means of social space, its practice of using divide people into cultural groups.
This can be called the classic formula of advertising exposure that is, to achieve the desired action from the people so that they considered this action only its own decision. Therefore, some of the concepts developed in the sociology of management, a category approach can be used very productively as part of a sociological study of advertising. Especially important seems to us an interpretation of advertising exposure within the context of social technology. Thus it was created a commercial for lingerie defined with highlights of its study. Marketers have designated their consumers, their tastes and needs, and created the concept of advertising, which carries the catchy idea. After that it was elaborated visual moments and well-placed accents. Underwear in the study investigated, firstly, within the system "ideology - the thing - everyday life", and secondly, in the context of changes in the system. It was found that the transformation of ideology accompanied by a change of discursive categories, indicating the name of the system of things, technological transformation; changes also the socio-cultural significance of things. Differences in the social structure determines the difference of consumption patterns - namely, style, quality and quantity of laundry, the source of its acquisition, treatment practice clothes in everyday life. The representatives of individual social groups of people need things that are not only comfortable to wear, but do not be ashamed to "show" because underwear is not regarded as a completely private thing, and often came out of private space in the public sphere.
Works Cited
Goldstein, Laurence. "PERSPECTIVE ON THE BODY : It's Not Just An Underwear Ad : Images Of Physical Perfection And Brute Male Glamour Spread A Societal Anxiety Worthy Of Academic Study.". latimes. N.p., 1987. Web. 27 Apr. 2016.
Petracca, Michael, and Madeleine Sorapure, eds. Common culture: Reading and writing about American popular culture. Prentice Hall, 2000.
Lutz, William. "Weasel Words: The Art of Saying Nothing at All”. Exploring Language, (1995): 73-87.
