An Academic Analysis of Internet Advertising

In one of my classes at university, we did an exercise where we would analyze different advertisements and try to figure out exactly how they worked to deliver their message. When I recently came across what can only be described as the pinnacle of advertising on megavideo.com, I felt that I would be doing the world a disservice if I didn't use my university skills to dissect this magnificent example of marketing genius.

1.1

The advertisement (1.1) does a great job of hooking the viewer with its initial inquiry as to whether or not you want to bang hot chicks. This is brilliant, as studies have shown that at least 88% of heterosexual men would, in fact, like to bang hot chicks.

As the Western world is programmed to read text from top to bottom, left to right, the viewer’s eye will likely proceed to the woman in the advertisement (Megan Fox). She appears to be one of the afore mentioned hot chicks. By examining her body language, we see that she is standing with her torso slightly curved; this is either an attempt to accentuate her hips, or scoliosis. Based on my previous, extensive research involving pictures of Fox, I would say the latter is improbable. Therefore, we can conclude that her stance is, indeed, meant to highlight her sexuality. That, plus her very short skirt and prominently displayed cleavage, imply that she may very well be willing to bang.

Having already established that he wants to bang hot chicks, the viewer now wonders, “Is there some way that I can make hot chicks like this want to bang ME?!” The woman’s face, however, while indicating sexual arousal, also carries a certain degree of mystery, as if she is saying “Ohhh I want to bang you... but I can’t... unless you read on.”

Now the reader is bombarded with a very blunt message: “YOU NEED TO LOSE FAT!” Font size and color are both used here to assert the importance of this message. Since there was no real segue into this statement, it works to confuse the viewer and make him distraught. “I just want to bang hot chicks like that one!” he’ll say. “Why are you telling me I need to lose fat?!” Now, desperate for answers, the viewer will completely forget about the episode of The Office he was about to watch, and eagerly read on, hoping that there may still be a chance that he can bang hot chicks.

The explanation comes next: “Hot chicks ONLY FUCK Hot Guys . . . You NEED to LOSE WEIGHT” So now it makes sense: The uncertain look on the Fox’s face is a result of her internal struggle: She wants to bang you, but she’s a hot chick, and hot chicks only fuck hot guys. As the capital letters imply, the ad is stating a clinically-proven fact here (see graph 1.2).

1.2

Now that the viewer understands that he is not able to fuck hot chicks in his current state, he is ready to buy whatever the ad is selling. The ad writers knew this would happen, so they waste no time explaining what their product is. They do say it’s “100% natural,” which reassures the would be buyer; a product that was only 70% or 80% natural would cause the audience to become uncertain about the credibility of whatever nameless company is behind this ad.

The only reservation the man might have now would be the cost--a worry that is quickly dispelled upon learning that it will only cost $3.95 to get their "FREE BOTTLE" of magic weight loss stuff.

In conclusion, this advertisement effectively uses logic, facts, and Megan Fox's boobs to entice its audience.