How to Get Ahead in Advertising
The textbook defines glamour as this state of perfection that a figure has transformed themselves into. We have this desire to obtain the glamour presented to us and develop this desire to purchase a product, making us believe it will help us reach that state of perfection. In many advertisements, glamour is portrayed by celebrities and models who have made it to the top and have no flaws. In the film, the main character works as an advertising executive. In the beginning of the film, his goal was to create an advertisement that would emit this glamour about a product in order for the consumer to want to have it and be like the person in the ad. As long as he can make that consumer have this desire for a product and feel as if the product would fill a certain hole in their lives, he has done his job successfully. His strategies force people to believe the product will satisfy a specific flaw in their life. However, as the film goes on, he realizes that making people desire certain products through the use of glamour isn’t truly the right thing. He doesn’t want to be the person who creates false impressinos in consumer’s minds, and therefore, decides to resign from his position. Glamour is this ideology that all consumers want to have. They want to be like the celebrity or model in the ad. They want to attain perfection. I have witnessed this use of glamour in ads almost every day and probably won’t see this tactic diminish any time soon..or ever. It’s all part of the business.
