David Beckham Advertisements Essay

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David Beckham is a popular figure in the world of the media and advertising. He has made appearances in advertisements for companies such as Adidas, Pepsi, and Gillette. An advertisement for “David Beckham Instinct,” a product line consisting of aftershave and fragrances, was shown in “People” magazine. He is shown in a head-only photo looking into the camera against a very plain, blue back drop. A picture of the product is placed in the lower right-hand corner. Directly above the picture of the product reads "Intense Instinct," with the icon of the product above that phrase.
It is quite clear in the advertisement that David Beckham is authoritatively gazing into the camera lens, and hence, directly at the reader. This pose asserts that
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The average household income of the readers is approximately $60,000. The two sets of demographics in the magazines in which Beckham's advertisement appears reaffirm that the advertisement is aimed at middle-aged, middle-class males.
Based on Maslow's hierarchy, it also suggests that the advertisement is aimed at people of at least the middle class. The underlying assumption of the previous statement is that those who do not have to worry about food, shelter, transportation and have already assured themselves of a safe life with retirement funds, alarm systems, and are accepted in some part of life, can focus on self-esteem and self-actualization. These people will dress nice to attract praise because it makes them feel better about themselves, and this is where Beckham's fragrance is found, along with items such as fitness equipment, expensive clothes and cars, and luxury cosmetics. People who are focused on the more basic needs, for example, are not concerned with smelling and dressing nice to impress others, reinforcing the assertion that Beckham's fragrance is aimed at those whom have an at least average salary. Maslow stated in his 1943 essay, "Thus man is a perpetually wanting animal" (Maslow 388). Once one is satisfied without being hungry and in danger, one moves to the next needs, the esteem needs, and this is where Beckham's fragrance fits.

The placement of the product also presents an

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