In an advertisement in a 2018Women’s Health magazine, a great view of a hillside shown as a backbone of awomen, covers the whole paper.
Pleasant smile of a women, near the ocean personifythe new energy and confidence brought by the morning sunshine in her glowingface. We can see the three different forms of the product; Sambucus on thelower left corner of the advertisement. The advertisement grabs the attentionof the readers with the white bright words in the middle which state, “Pick byhand, Grown with Care.” The advertisement itself is rich in picture and we cansee the women genuinely collecting the berries and walking down the hill. Bystating the provenance of the product, the advertisement emphasize on how theberries are handled with care based from growing to production company in thatit entice a consumer in buying the product. Our health requires healthy food and healthyfood comes from nature. In this busy world, fast food restaurant are the ultimatesolution of the hunger and people are so caught up in their own work that they don’thave time to eat fresh or organic.
The ad copy announces, “Picked by hand.Grown with care.” Hand pick up is the traditional way of harvesting. Itaccurate the maturity and grade selection of a plant and provide less damage tothe product. Farming has held a momentous place in the American economy andculture and thus the ad is trying to convey that traditional way is the better wayfor our health. The ad is targeting the wide range of audience to use theirproduct in any form they like by stating the product is available in gummies,syrups and lozenges.
The women is shownfrom back walking down the hill with a basket full of berries in her hand isrepresent in the advertisement. The ad states, “From the nutrient-richsoil in the Austrian hills, our farmers handpick each and every elderberry thatgoes into our Sambucus. So, we can grow better berries, and help support yourimmune health.” For better health, weneed better food and for better food we need nutrient rich soil which helps inthe growth of the plant. Austria is considered to be Europe’s ‘No 1 organicfarming country’.
By mentioning the product being made from Austrian hillswhich is famous for grape growing as their land is mineral and nutrient rich, thead successfully conveys the reader that the product will do better for theirhealth. The picture of a women’s face is taken from close up and the smile onher face indicates that she is relief from stress and looks happy. We can see the uniqueness of theideas and elements contained in the ad. ‘Best seller great tasting’. We can seethis text written outside the box of a product.
By presenting the product as abest seller, it has already allure the human mentality to consider the product tobe the best in the market. Especially for children great taste of medicine is amust for them to have it. Parents usually have hard time to make their childrentake medicine. The sick child is already stressful, but their medicine time won’tbe. The ad is silently targeting the younger audience by referring the taste. Thewomen’s face with a wrinkled and puffiness in the eye reflect the targetaudience to be adults of age 30 and higher. The advertisement presents a natureland as a backbone of a women and want to appeal as Natures got our back. Ourhome is a sanctuary ideal retreat and so is nature.
The symbol can evoke thepowerful emotions within people and the picture of nature in the ad does justthat. Agriculture and American culture hasalways been there. On average women spent more time than men doing householdactivities. The classical farm gender role in the United States were based onthe division of labor in which men participated in field task such as animalcare, harvesting crops, using farm machinery tools, while most women participatedin farmhouse task which does not require much strength and power such aspreparing and preserving food, maintaining the farm compounds.
Basing on thepicture of a woman, this gives an overview of gender in that women areconsidered not rough in handling things, so the caring part is being configuredto the buyer. Being out in a nature, eating naturalfood is always good for our mental and physical health. Knowing that theelderberries are picked by hand without any damage, already creates a level ofsatisfaction in the audience and keen interest in the product.
The idea of representingnature and farming as a backbone of a women reflect the economic and culturalattitude of American society. The advertisement manipulates the buyer throughthe symbol of nature. Nature imagery in advertising lead to an increase inattention towards advertisement messages, which in turn may constitute asignificant antecedent of post-exposure message recall and recognition. Perhaps,there is no surprise on knowing that people might actually go looking aroundfor the product in drugstores after seeing the ad. Overall, the ad specificallygives a scope on human health based on “Elderberries”.