Post 5

A really great example from this reading that I immediately took notice of was the Campbell Soup commercial that targeted weight issues of young women who were watching their weight. Every day I see dozens of advertisements for women's beauty products. Hair products, lotions, tanning, anti-aging cream, exercise and weight loss, spas, vitamins, minerals, perfumes, and clothing. Message, after message, after message representing "ideals" of beauty.

One set of commercials in particular that I am aware of are from Garnier fructis. The girls in the commercials always have extremely long, healthy hair down to their waistlines. They are always outdoors doing some sort of lively activity. They always have the models tie their hair in a knot and tug it, or they tie their hair up to something, or have it pulled. It is suppose to represent the "strength" that this product gives to the hair. It implies that if you use this product, your hair can be strong too.
The targeted audience for this product is obviously girls, especially really young girls. This can be seen not only in the models they choose, but also the lighthearted outdoor fun they are having. If you have long, beautiful hair, you'll be fun and outgoing too. This plays into the perception we have of ourselves and the way we want others to perceive us.
It uses exigence with "defect, obstacle," as in your hair is the defect and obstacle between you and beauty, and beauty is power.
The constraints to this commercial would be mostly male, those with no desire for longer hair, or even older women. There could also be other factors that deter young women away from this product, like an opposition to the values of the company or other personal beliefs.
The commercial has potential to persuade others into buying it, but there is of course no guarantee. They do well with representing an image, however, that image has a very small target: young, mostly white, girls.