Chap 10 & Messaris Questions

Questions – Ch. 10, Messaris

1. What was a critical issue observed between Obama and McCain during their first television debate that dealt with direct eye gaze behavioral tendencies? Messaris states on pg. 23, that by appearing to look the viewer squarely in the eyes, the politician may also appear to be an aboveboard, nothing to hide kind of person. It was clear from the beginning, that Barrack Obama made an extraordinary effort to look John McCain directly in the eyes when discussing opposing issues. It became uncomfortable after many questions when John McCain did not respond with any eye contact with his fellow debater, Obama. This issue was raised by those attending the event and by those of us that waited for John McCain to glance to the right from time to time. This may have been a turning point in the McCain campaign that did not go unnoticed. The media played on it and despite McCain’s intentions, it did not prove in his favor that night.
2. What is another plus to surrealism and visual metaphor ad campaigns that Messaris did not indicate? After reading the text, I found it very interesting the effect that this type of advertising can have on a consumer. An example is the man with the Saab as his forehead. This type of ad immediately captures my interest because of the nonsensical impossibility of the picture. However, everyone loves a puzzle. And for me, this is a type of puzzle. The consumer must try and solve the puzzle by connecting to something that is oddly unusual, and we ask ourselves “What does that really mean?” I believe in a few seconds, we have already come to some conclusion before we read the subtitles below the picture. This type of advertising can become a “game” as well as a clever mode to catch our attention.
3. Messaris states of sexual appearance that can be used to attract the opposite sex. (pg. 48) What is a perfect example of this concept as it relates to what we experience at a typical Seattle Mall? He states “women’s responses to physically attractive male models to not appear to differ notably from men’s responses to females. In recent years, some advertisers seem to have made a deliberate point of emphasizing women’s sexual interest in men’s looks”. Abercrombie and Fitch. Larger than life posters of half naked young men that are fit and fiercely adorning Abercrombie apparel. Young girls and older women seem to slow significantly when approaching this store. The pictures are a big draw. What a marketing concept. If it looks that good on him, think what it’ll look like on my boyfriend? The reality is, of course, that nobody will look that good as it appears on the walls. So just buy the jeans and take home the images, because the bags are also adorned with the pictures. It is an advertising dream to have the consumer walk the mall with a bag that catches the eye of most the women shopping. Then, the bag goes home and continues to advertise until it ends up in the trash. The last to see it – the garbage collector.