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Chapter 5 the phenomena of valentine's day

Week 5- Media Representations of valentine's day

I know that Valentine’s Day is behind us now and some of you couldn’t be happier about that. No more questioning what to get that special someone. No more bombardment of ads reminding you to send flowers, pick up a greeting card, make dinner reservations, buy expensive jewelry. Or worse, reminding you that you are sad and alone and everyone else on Earth has been hit by Cupid’s pointy little love arrow except for you. Don’t get me wrong, I had a great Valentine’s Day.…My school had a Parents Night for Symposium Week (all staff required to attend and stand post at specific stations). Luckily my guy sent me some flowers at school to make it all better. So even though we a week or so out, the topic was relatively fresh on my mind. When I was pushing through ideas of what to look at this week I thought hey, what better to comment on the day that people claim the greeting card industry invented.

Valentine’s Day as Portrayed through the media:
Each year roughly 2-3 weeks prior to February 14 we are reminded that the big day is soon upon us. The reminders typically come in a variety of media forms: television and radio ads, internet pop-ups, links on homepages like msn.com and yahoo, store window signs and displays, and maybe your personal calendar. Each of these make it next to impossible to forget.

It seems like the ads/reminders for Valentine’s Day appear earlier each year. One blogger writes “There it was, on my monitor. A pretty picture of red, pink, and white hearts on my ISP’s home page, accompanied by a headline link telling me to ?Plan early? for Valentine’s Day. And Valentine’s Day was still four weeks away? (http://paulmct.wordpress.com/2008/01/18/a-valentines-day-reminder-already/). The interesting thing—ads act as if they are doing shoppers (mainly men) a favor by reminding them to make Valentine’s Day extra special.

Valentine’s Day ads really have two audiences in mind, the male and the female. Valentine’s Day, according to popular media representations, for females is a day for them to receive gifts. Sometimes those gifts cost lots of money (diamonds/jewelry); sometimes they are completely useless (A giant, pink teddy bear holding a large red heart); sometimes a bit sexy (Victoria’s Secret). Media rarely shows males receiving gifts for Valentine’s Day. However I enjoyed the Hallmark commercial with the musical card that the wife gives to her hubby http://www.youtube.com/watch?v=GxDHR_8sbUY. For the most part ads seem to be helping out the men, letting them know what they need to do to make their ladies feel loved.
Zales http://www.youtube.com/watch?v=1uwl5So30mw.
Victoria’s Secret http://www.youtube.com/watch?v=-4_ofIJDS1Q
Both of these ads speak directly to the male. He knows after watching that if he purchases from either of these two companies he is likely to be seen as “the perfect man?.


There is a touch of marketing done towards women though too. Magazine’s like Ladies Home Journal publish pages on how to decorate the home for the special day, how to back valentine’s day cookies, how to dress for the occasion, what gifts to buy, and how to help your child decorate the perfect valentine’s day cards http://www.lhj.com/lhj/search/summary.jhtml?_requestid=173346.
Also the Walgreen’s ad http://www.youtube.com/watch?v=AUFurj2gviE speaks directly to women, but SHOWS men what their women might want.