The Parable of First Impression in Advertisements

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The parable First Impression in advertisements
Ideas in advertisements insinuate that every problem has an instant solution. In many scenarios, advertisers point the problem then immediately pose their product as the ultimate solution to your problem. In fact, their product is the only solution to the problem. Throughout the domination of adverts, the advertisers ensure that they communicate the message of the product and the means of communication ensures that the products create a lasting first impression on the intended audience. Advertiser’s creative license revolves around the use of radical comparisons which preys on the attention of its audience.
Among the three parables used by advertisers, the parable of the first impression seems to have dominated most advertisement including the advert this paper will analyze. The First impression parable emphasizes on the need for creating a reputation anytime opportunity knocks on your door (Merchand 206-234). Ideally, several brainy quotes suggest that no one will get a second chance for generating the first impression. Like the idea itself, the advertisers create the some urgency effect for their products. Tales built on the first impression suggest that successfulness or failure of businesses, relationships, reputations and business deals relates to how we perceive a person. Furthermore, it is a general belief that first impression lasts long. For example, an image of a neat lady in a suit and spectacles portrays her as a potential good brainy woman who is likely to be a good wife.

Describing the ads for Schlitz malt liquor commercial
The first scene of the announcement introduces man cleaning the window to the outside of a high office building smoothly. In the same scenario, there is a beautiful lady probably admiring this man. This man appears to be smooth with people and waves at people while cleaning. In the second scene, he runs in the park, and other girls stopped and looked at him because of the beer. The final stage is the man in the club with a girl having an intimate conversation, holding the beer.
Analyzing the Ad
The first scene draws out attention to the calm nature of a particular man in the face of what most the world perceives as danger. The character in the ad must be some fearless hero. Ideally, the woman in the office and the viewers of the ad would want what this man has “courage” and control. All of a sudden we both want to know and understand why this man seems to be too composed for this life not worried. Perhaps the next thought if only I had such composure in the midst of crisis or what is his secret. You realize that this advertisement has created a problem that never existed in your mind before. Figuratively the publications are forcing us to compare ourselves to an imaginary character so that we feel inadequate. We then imagine that we are not as composed as we ought to be or not as admirable as this fictitious calm character. The scene alone suggests to you that you have a problem and the man in the adverts has the secret to remedy you need (Merchand 206).
All these scenes point to the first impression parable of advertisement. The first time we meet the smooth operator, we want his confidence, and the first impression again reminds us that we are inadequate because we lack self-confidence. Worry or fear is the problem then the advertisement immediately gives you an alternative character who you want to be.
The second scene this man runs to the park and the ladies stop to look at him. Well at this time at least we can all run to the park, but now the advert seems to be telling what the secret of operating your life with full control is. Unknowingly this advertisement creates a scenario where the viewer appears to be the one stalking Mr. Smooth operator to find out his secret. Perhaps you could be wondering how comes to these ladies stop to look at him. This man is adorable in our face, and we want people to admire us. Another theoretical problem here is that you are inadequate because no seems to adore you even as a bystander. All these ladies are strangers, yet they seem to like the Smooth operator at first sight. You realize that this Smooth Operator is naturally lucky and this time it’s not just a woman admiring but women. In other words, this hero is spoilt for choices of the things we want. At this point, the means of advertisement suggest to you that maybe it is what he has in his hand.
The second scenario also gives the idea that the whole world admires him in the first sight because of the beer. Ideally, all these ladies could mean the world as a whole because these women are beautiful. Apparently, if the world admires, then you have nothing to prove and gives the feeling of a celebrity so that you want it immediately. While you could still be wondering where to acquire this magic beer; you find yourself in the club where you can get the solution to living a smooth life.
Finally, the last scene this smooth operator we are stalking is in the club and this time he is not just being admired, but he seems to have the girl. The advertisement again makes it look like you have just affirmed why this guy appears to the hero and in control. The same magic he had towards the park is in his hand. Then you claim your discovery that this beer must be the secret to operating such an excellent smooth life. Admiration in the first impression gives us the confidence to dominate our territory. Suddenly we like we have the solution to managing a seamless experience and assuming control.
In the end, this impression that you admire seem to be in this beer. All these reactions make you relate the smooth life of the hero in an advertisement with the beer which is also perceived flat. The women that admire this guy must also be admiring this beer. The admiration and beautiful women create the sensation of a tasty product. In the end, the advertisement makes the audience believe that that the beer is smooth and delicious and suddenly you feel the urgency to grab that beer. The parable of the first impression has been used in this advertisement to create solutions for lack of confidence, to assume control over situations and live a smooth life. The success of the narrative creates a moral lesson in creating the first impression with this tasty, smooth beer.
First impression parable serves as a medium for formulating a pop psychology narrative according to the understanding of its audience. The parable has created a long-lasting stereotype of how a product can create a significant change. The stereotypes are a unique means for self-validation of the product that manufacturers.

Work Cited
Merchand, Roland. The Great Parables. 2nd ed. Carlifonia: University of California Press, 1986. Print.