Do advertisers have a moral duty to avoid stereotyping people? This controversial question is very debatable and can be looked at from many different perspectives. Hereby my perspective on this controversy.
I believe that advertisers plays a big role in influencing their audiences through the representation of others, they can arouse or illiminate particular views on aspects or people. As advertisements can heavily impact their audience, the implications behind each ad should be considered more carefully in order not to provoke negative stereotypes towards others. Advertisers should consider how representations of people can be interpreted, making sure that it is not looking down, or simply denegrating specific groups of people. By doing so, the audience will not be influenced as much by these particular stereotypes that otherwise can be promoted through ads, and as a result is might improve stereotyping slightly amongst society as it will not be promoted in the adverts.
Monday, 16 November 2015
Saturday, 14 November 2015
Print Ad Analysis
In this print ad, is printed in color and intended to promote the cigarettes from the brand Marlboro.
The ad is intended for women and men during the 1950's and 60's, who are higher-class and value luxury and social status. The purpose of the ad is to convince the audience that Marlboro cigarettes are superior and more luxurious to other cigarettes.
The appeal of luxury is utilized by portraying a middle-aged woman and man dressed in fancy clothes, the man wearing a suit and the woman wearing a tailored blouse, lighting a cigarette. The appeal of luxury is aroused as well as the exotic location Santa Catalina Antigua, in Guatemala. The appeal of aesthetic sensation is aroused through the impressive view of the mountains of Guatemala in the background behind the Santa Catarina arch. Both the location and the clothes of the subjects suggest the higher social class status of the characters as they are enjoying themselves while visiting a foreign country emphasizing the appeal to prominence.
The woman, dressed in an eyecatching red outfit, arouses charisma as she is portrayed as a bold and confident character. Both subjects have a desirable appearance (for the intended audience at this time period). These beautiful people is used to attract the attention of the audience as it might imply that the audience will look like them as well as achieving the ideal of appearance of that era. The physical appearance of the subjects, particularly the clothing and the setting, are used for association of the product with the desire of luxury and social status to which the cigarette provides a simple solution. The advert makes explicit claims that the Marlboro cigarette has a much finer and mild taste—providing a more luxurious experience of the product. The emphasis on the descriptive words of the product are used as intensity to hype the product.
The emphasis on luxury is significant as it is used as the major persuasive reason of why this product is superior. The woman clearly seems to value luxury most, as she is enjoying the cigarette and dressed boldly. The man seems to be ignored, as he is dressed in luxurious yet less bold clothing in contrast to the woman who is being marginalized as she is smoking the cigarette and dressed boldly. However this ad might imply a hidden message. The man lighting the woman's cigarette is significant as it might imply that he is in control of the pleasure of the cigarette, or it may suggest that the cigarettes are his as the woman doesn't have a lighter. Thereforee gender stereotypes might come into play as the man has control of the pleasure of the cigarette, as if the woman is not capable of lighting a sigarette on her own. The ad therefore suggests that the man uses the cigarette, which is highly valued by the woman as it luxurious, to impress or satisfy the woman who desires luxurious products. In addition this might highlight that the man has a higher income or status, as he is capable of buying the product whereas the woman receives them. This again touches gender roles as men, in this era, are often portrayed as superior as they are portrayed to be in control of providing luxurious cigarettes for the woman who does not buy or have these herself.
The ad is intended for women and men during the 1950's and 60's, who are higher-class and value luxury and social status. The purpose of the ad is to convince the audience that Marlboro cigarettes are superior and more luxurious to other cigarettes.
The appeal of luxury is utilized by portraying a middle-aged woman and man dressed in fancy clothes, the man wearing a suit and the woman wearing a tailored blouse, lighting a cigarette. The appeal of luxury is aroused as well as the exotic location Santa Catalina Antigua, in Guatemala. The appeal of aesthetic sensation is aroused through the impressive view of the mountains of Guatemala in the background behind the Santa Catarina arch. Both the location and the clothes of the subjects suggest the higher social class status of the characters as they are enjoying themselves while visiting a foreign country emphasizing the appeal to prominence.The woman, dressed in an eyecatching red outfit, arouses charisma as she is portrayed as a bold and confident character. Both subjects have a desirable appearance (for the intended audience at this time period). These beautiful people is used to attract the attention of the audience as it might imply that the audience will look like them as well as achieving the ideal of appearance of that era. The physical appearance of the subjects, particularly the clothing and the setting, are used for association of the product with the desire of luxury and social status to which the cigarette provides a simple solution. The advert makes explicit claims that the Marlboro cigarette has a much finer and mild taste—providing a more luxurious experience of the product. The emphasis on the descriptive words of the product are used as intensity to hype the product.
The emphasis on luxury is significant as it is used as the major persuasive reason of why this product is superior. The woman clearly seems to value luxury most, as she is enjoying the cigarette and dressed boldly. The man seems to be ignored, as he is dressed in luxurious yet less bold clothing in contrast to the woman who is being marginalized as she is smoking the cigarette and dressed boldly. However this ad might imply a hidden message. The man lighting the woman's cigarette is significant as it might imply that he is in control of the pleasure of the cigarette, or it may suggest that the cigarettes are his as the woman doesn't have a lighter. Thereforee gender stereotypes might come into play as the man has control of the pleasure of the cigarette, as if the woman is not capable of lighting a sigarette on her own. The ad therefore suggests that the man uses the cigarette, which is highly valued by the woman as it luxurious, to impress or satisfy the woman who desires luxurious products. In addition this might highlight that the man has a higher income or status, as he is capable of buying the product whereas the woman receives them. This again touches gender roles as men, in this era, are often portrayed as superior as they are portrayed to be in control of providing luxurious cigarettes for the woman who does not buy or have these herself.Monday, 9 November 2015
Pitch presentation | Glamping
What main appeals did you use in your pitch?
In the pitch, my group placed a main focus on the following advertising appeals during our persuasive pitch.
We used the appeal to luxury as glamping provides a perfect solution for discovering nature as well as having the 'camping experience' as a family, especially if the family members are not very skilled at camping. Therefore the product offers a perfect luxurious option for camping.
The appeal of need to nurture is emphasized as glamping contributes to a family bonding as well as the children having a memorable camping experience with their parents.
We used the appeak of the need to aggress as glamping offers the client to relax, relieve stress from their hectic daily life. Therefore it also appeals to the need for autonomy/escape as glamping offers freedom and independence in nature away from everyday life.
Using visual representations, the appeal of aesthetic sensations is highlighted as glamping offers an opportunity to discover nature and wildlife. Finally the appeal to satisfy curiosity is emphasized as the buyers who are curious about wildlife and nature will have the opportunity to discover these.
Why did you decide they would be the most effective?
These appeals were selected as each one highlights how glamping offers a way to satisfy the appeal. For example glamping appeals to nurture as it is intended for families who through the glamping experience have the opportunity to bond much stronger as a family.
What were some specific persuasive techniques you used (include examples) why did you believe these would be effective?
Bandwagon was used in the advertising pitch, I believe that this presuasive technique would be effective as this uses the premise that people want to belong and therefore be encourage to go glamping. Secondly the persuasive technique of plain folks is used as this will form a reliable character to which the audience can relate too, as well as form an emotional connection with these plain folks and with the product. Simple solution is used as glamping provides a logic and effective way of solving a few problems including; the fear of not being a close family, not being able to have the 'camping experience' due to lack of skills. Simple solution provides an answer to these complex problems and struggles the audience may be experiencing, and therefore consider glamping as an option to overcome these struggles.
How did an awareness of audience and context influence your overall approach to this activity?
The aim of the pitch was to persuade the glamping company to hire my advertisement company to advertise their product. The techniques and appeals including visuals were used to persuade the company of the success of our potential campaign. Using these techniques and appeals, which seemed most suitable for their product, my advertising company outlined in much detail how their product would be represented and what positive effect it would have on the targeted audience for the product. The context and audience for glamping was Oregon, United States and Middle to High-class families with children. This influenced the overall approach on this activity as these defined the values the audience would have, and therefore make sure to appeal these values based on class, situation and location. The emphasis on camping was used as camping, either in scouts or as a family plays a big role in American culture. Therefore glamping had to measure to this as this 'camping experience' was crucial in order to convince the audience. As the audience is Middle to High-class families, a TV-advertisement was chosen as these families make up the largest amount of viewers, as well as the emphasis on luxury due to its higher class status.
Explain the use of some of the images you included. Why did you feel they would be effective?
In the presentation, the first image we come across is a happy family with younger kids.
This immediately sets the mood as it gives the impression that the product makes families happy, just like in the photograph. A simple image of a skilled camper setting up a tent with a red cross through it is a very basic representation that no particular skills are mandatory for this type of glamping. A picture of a family with children sitting together while enjoying a bonfire gives a visual representation to the family bonding experience glamping offers, as well as offering an emotional expectation towards glamping. Photographs of beautiful landscapes and nature views in Oregon are present to give the audience a visual expectation towards the product as well as arouse curiosity and excitement to explore the nature of Oregon.
Comment on the effectiveness of your presentation. How will this activity inform how you prepare for your FOA?
Overall, the presentation went very well in my opinion. Because each team member spoke very clearly and confidently, which made the presentation more interesting to watch, this was also supported with the applicable outfits. The presentation clearly covered all aspects of the advertisement, functioning as a detailed reasoning for why particular choices were made in the advertisement pitch. The presentation, a prezi, was effective as its visuals were quite eye-catching as well as the image used and the brief information stated on the Prezi. This activity will inform me on how to prepare for my further oral presentation (FOA) as it gave me a clear guideline on what needs to be focussed on, which aspects, and how to effectively present it infront of an audience.
In the pitch, my group placed a main focus on the following advertising appeals during our persuasive pitch.
We used the appeal to luxury as glamping provides a perfect solution for discovering nature as well as having the 'camping experience' as a family, especially if the family members are not very skilled at camping. Therefore the product offers a perfect luxurious option for camping.
The appeal of need to nurture is emphasized as glamping contributes to a family bonding as well as the children having a memorable camping experience with their parents.
We used the appeak of the need to aggress as glamping offers the client to relax, relieve stress from their hectic daily life. Therefore it also appeals to the need for autonomy/escape as glamping offers freedom and independence in nature away from everyday life.
Using visual representations, the appeal of aesthetic sensations is highlighted as glamping offers an opportunity to discover nature and wildlife. Finally the appeal to satisfy curiosity is emphasized as the buyers who are curious about wildlife and nature will have the opportunity to discover these.
Why did you decide they would be the most effective?
These appeals were selected as each one highlights how glamping offers a way to satisfy the appeal. For example glamping appeals to nurture as it is intended for families who through the glamping experience have the opportunity to bond much stronger as a family.
What were some specific persuasive techniques you used (include examples) why did you believe these would be effective?
Bandwagon was used in the advertising pitch, I believe that this presuasive technique would be effective as this uses the premise that people want to belong and therefore be encourage to go glamping. Secondly the persuasive technique of plain folks is used as this will form a reliable character to which the audience can relate too, as well as form an emotional connection with these plain folks and with the product. Simple solution is used as glamping provides a logic and effective way of solving a few problems including; the fear of not being a close family, not being able to have the 'camping experience' due to lack of skills. Simple solution provides an answer to these complex problems and struggles the audience may be experiencing, and therefore consider glamping as an option to overcome these struggles.
How did an awareness of audience and context influence your overall approach to this activity?
The aim of the pitch was to persuade the glamping company to hire my advertisement company to advertise their product. The techniques and appeals including visuals were used to persuade the company of the success of our potential campaign. Using these techniques and appeals, which seemed most suitable for their product, my advertising company outlined in much detail how their product would be represented and what positive effect it would have on the targeted audience for the product. The context and audience for glamping was Oregon, United States and Middle to High-class families with children. This influenced the overall approach on this activity as these defined the values the audience would have, and therefore make sure to appeal these values based on class, situation and location. The emphasis on camping was used as camping, either in scouts or as a family plays a big role in American culture. Therefore glamping had to measure to this as this 'camping experience' was crucial in order to convince the audience. As the audience is Middle to High-class families, a TV-advertisement was chosen as these families make up the largest amount of viewers, as well as the emphasis on luxury due to its higher class status.
Explain the use of some of the images you included. Why did you feel they would be effective?
In the presentation, the first image we come across is a happy family with younger kids.
Comment on the effectiveness of your presentation. How will this activity inform how you prepare for your FOA?
Overall, the presentation went very well in my opinion. Because each team member spoke very clearly and confidently, which made the presentation more interesting to watch, this was also supported with the applicable outfits. The presentation clearly covered all aspects of the advertisement, functioning as a detailed reasoning for why particular choices were made in the advertisement pitch. The presentation, a prezi, was effective as its visuals were quite eye-catching as well as the image used and the brief information stated on the Prezi. This activity will inform me on how to prepare for my further oral presentation (FOA) as it gave me a clear guideline on what needs to be focussed on, which aspects, and how to effectively present it infront of an audience.
Monday, 2 November 2015
Rhetorical in Advertisements
Flying Reimagined TV Commercial
The intended audience of this advertisement of Etihad are frequent travelers, particularly towards the Middle-Eastern areas. This audience are often well-educated people with a good income, since the advertisement highlights the luxurious travel facilities provided on Etihad flights. The readership is particularly internationally-minded, being open to the Middle-Eastern culture of Abu Dhabi--the country in which the airline is founded.
Ethos | Authority and Credibility
The advertisement utilizes the well-respected actress Nicole Kidman, using this persona as a credible character of persuasion. Nicole Kidman narrates the advertisement informing about the airline, its facilities as well as its history and cultural connection to it's roots to Abu Dhabi. The use of more complex words suggest that Nicole Kidman is well-educated and knowledgeable about the topic.
Pathos | Appeal to Emotions
The use of architectural views as well as impressive settings and details. The details strongly highlight the neatness, elegance and luxury, arousing a feeling of relaxation and escape to the audience. The advertisement has a futuristic feel as it displays a few architectural futuristic models of buildings such as the Louvre and the Al Bahr towers (honeycomb towers). These settings appeal the desire and dreams of the audience to experience this experience which the airline claims to provide.
The intended audience of this advertisement of Etihad are frequent travelers, particularly towards the Middle-Eastern areas. This audience are often well-educated people with a good income, since the advertisement highlights the luxurious travel facilities provided on Etihad flights. The readership is particularly internationally-minded, being open to the Middle-Eastern culture of Abu Dhabi--the country in which the airline is founded.
Ethos | Authority and Credibility
The advertisement utilizes the well-respected actress Nicole Kidman, using this persona as a credible character of persuasion. Nicole Kidman narrates the advertisement informing about the airline, its facilities as well as its history and cultural connection to it's roots to Abu Dhabi. The use of more complex words suggest that Nicole Kidman is well-educated and knowledgeable about the topic.
Pathos | Appeal to Emotions
The use of architectural views as well as impressive settings and details. The details strongly highlight the neatness, elegance and luxury, arousing a feeling of relaxation and escape to the audience. The advertisement has a futuristic feel as it displays a few architectural futuristic models of buildings such as the Louvre and the Al Bahr towers (honeycomb towers). These settings appeal the desire and dreams of the audience to experience this experience which the airline claims to provide.
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