Barbie was a hit movie in 2023. People loved the film. But some also said it was like watching a two-hour commercial. And not only for the famous doll. Other eye-catching products were in the movie. They included name-brand sandals, sports cars, and handbags.

Question

This was on purpose. Companies like to put their products in movies. Moviegoers spot them and think, "Cool! I want that!" Many people bought things they saw in Barbie.

Why did it work? Because of marketing and how people behave. Marketers are always trying new ways to advertise things. They try to reach buyers wherever they are. They also play on people's hopes and fears.

Here are common ad tricks. Their goal? To get people to take action.

Jump on the Bandwagon

"Jumping on the bandwagon" is what advertisers call it. It means to do something because everybody else is doing it. Bandwagon ads often show people hanging with best friends while enjoying a product. It might be the clothes they're wearing or the snacks they're munching.

Everyone wants to belong. Bandwagon ads play on that need, studies say. That's why many ads show groups of happy people having fun. They hint that we could be having fun, too. How? By buying the product!

What if we don't? Then we will miss out. We'll have no fun and won't have friends. This is what this advertising trick wants us to think.

Negative and Positive Propaganda

All advertising is a form of propaganda. In other words, it presents information in ways to get people to take action. Ads for products are one example. Political attack ads are another. These ads try to scare people into voting against someone. Most voters say they dislike these ads, but experts say they work.

Ads can try to make the world better, too. They may tell people to wear seat belts or ask them not to litter.

The U.S. government wanted to reach teens with messages about safety. So, it made a free music album. It has snappy dance songs with safety tips. One is about wearing bike helmets. Another tune is about firework safety.

Marketers want to convince us to do something. They may want us to buy stuff, or vote for someone, or stay safe. And they will use advertising tricks to do it. According to experts, recognizing what the ad wants us to do is super important. It helps us make smarter choices—and keep from getting tricked.

Think about and discuss these questions:
Compare the article's text and image. What part(s) of the text does the picture represent? Explain your thinking.
Consider the article's video, which is a track from We're Safety Now Haven't We. How would you describe the tricks it uses, and how well do you think they work?

After reading, what is one bad thing about ads? What is one good thing about ads?

Answer 1

After reading the article, we can discuss the various aspects of advertising, particularly the portrayal in the context of the Barbie movie and other marketing techniques.

Comparison of Text and Image

If there were an accompanying image to the text, we could analyze it based on its representation of concepts from the article.

Parts that Might be Represented:

• Bandwagon Effect: An image showing groups of people enjoying the Barbie movie or using the associated products could exemplify the idea of jumping on the bandwagon. This connects to the text by illustrating how people feel a sense of belonging and excitement when engaging with products that are popular or endorsed by their peers.
• Negative and Positive Propaganda: An image emphasizing safety—perhaps a visual from the government’s safety album—would reflect the discussion on how advertising can promote societal good, like encouraging safety measures.

Explanation of Thinking: The image serves as a visual representation of the concepts discussed in the article, enhancing the reader's understanding. For instance, a picture depicting a fun, social gathering while using a product reinforces the emotional appeal of bandwagon advertising. It visually connects the idea that happiness and acceptance can be achieved through consumerism.

Video Analysis

Assuming the video from We’re Safety Now Haven’t We is engaging and employs catchy music along with imagery that resonates with teens, we can describe its advertising tricks.

Tricks Used:

• Catchy Tune and Repetition: The use of a fun, upbeat song hooks the audience, making it easier to remember the safety messages.
• Relatable Scenarios: The video may show scenarios relevant to a teenager's life, making the message more impactful and convincing.
• Social Proof: It likely depicts friends together, reinforcing the idea that “everyone is doing this”—a tactic that relates back to the bandwagon effect.

Effectiveness: These tricks are often effective because they blend entertainment with messaging, making the viewer receptive to the content. The light-hearted approach also reduces resistance to the safety messages, making it easier for teens to accept and remember them.

Good and Bad Aspects of Ads

One Bad Thing About Ads: Ads can create unrealistic expectations or desires, making individuals feel inadequate without certain products. This can lead to consumerism driven by comparison and status rather than genuine need, which can ultimately harm self-esteem and financial well-being.

One Good Thing About Ads: On the positive side, ads can inform consumers about new products, services, and safety tips. For example, campaigns promoting health and safety can educate individuals, potentially leading to better choices and enhanced public awareness. Ads can drive positive social change when constructed with the right intention.

This balanced perspective reflects the complex nature of advertising in our society, acknowledging both its potential harm and benefits.