Summary:
This article went in detail about an advertisement by Twitter that was shown during the Oscars on March 4, 2018. The commercial was made to address the current issues of women's rights and gender equality. This is one of the first commercials that Twitter has ever shown during the Oscars and they used the campaign #HereWeAre. The goal of this commercial was to spread awareness to the lack of women being promoted in the tech-industry. Twitter wanted to show that there are many strong, intelligent, and important women that go unrecognized for their talents. Though this advertisement went over well, some people had negative remarks to make regarding the commercial. Many people believed it was too similar to the online campaign that Twitter released over the summer, known as #SheInspiresMe. This campaign featured many iconic women and promoted female leadership in predominantly male businesses. Whereas, the Oscar version promoted many women in the film
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One of the main reasons this article stood out to me was because of the backlash that Twitter received from many people on their platform. Many people felt like this topic should have been addressed much sooner. It's intriguing to me that many of the users blame Twitter solely for the content on their website. Honestly, I don't know if Twitter should remove offensive content or keep it online since freedom of speech is a constitutional right. Overall though, I feel like the advertisement was received very well. I believe it had a very positive message and showed that major online super powers, like Twitter, care about their users. Many of us use social media without thinking of the impacts it has on our society. I am glad to see Twitter stepping up and supporting women's rights as a whole. Overall, I feel like this article showed me how impactful social media can truly be on society. I found it interesting since I don't have a Twitter account and do not experience Twitter trends first-hand (Graham,
Target audience for this campaign was educated, professional men and women, ages 21- 29. These audiences should be interested in several areas of pop culture and have friends to socialize the campaign. These audiences should have social media access so they could be informed from the campaign’s social media plan.
In June of 2014, the wireless company, Verizon, in partnership with Makers, an online video platform that promotes the sharing of stories about powerful women, launched an advertisement campaign called “Inspire Her Mind” to promote the Verizon Foundation. But ultimately the advertisement focuses on sharing the story of one young girl on her path into science and how she faces a bias because she is female. The advertisement focuses on Samantha, who enjoys nature, science, and being outside. The first clip shows her as a baby and her mother is cooing and calling her a “pretty girl.” Then, it shows her when she is around five years old playing in a creek and her mom calls out “Sammy sweetie, don’t get your dress dirty.” Next, she is a little older and she is outside on a beach looking at a starfish and her dad says “Sam, Honey, you don’t want to mess with that.” Sam still does not become discouraged
Lena is often described as the “voice of her generation” when it comes to women’s rights; but often times, Lena receives backlash from writers, social media goers, and interviewers. Many “aren’t [as] critical of the structure of society and aren’t necessarily thinking about other ways things could be” like Dunham is (Hamad et. al). Oftentimes people, especially men, feel threatened when Dunham uses her fame to boldly speak out of issues that many ignore; for example, Lena carries a “devotion to questioning sexual norms and norms of representation,” especially when looking at the “heteropatriarchal uses of female nudity and sexuality” in society today (Filippo 2016). Lena believes that porn oftentimes “[conceals] and [denies] women’s humanity” (Filippo 2016). Lena also spoke out on how Hillary Clinton’s political campaign was slashed using the patriarchal ideal, stating that “The way that Hillary Clinton’s been talked about in the media [was] so gendered and rabidly sexist in every single portrayal” (Staff 2016). Lena, being a woman, and also being a bold woman who speaks out about feminist issues that many ignore, receives large amounts of
Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the
This company has made a grave mistake by releasing this commercial that will take some time to come back from, if ever. The communication of this ad should have clearly been thought out more. Clearly, using a white celebrity such as Kendall Jenner was not a good idea. Through -out the entire advertisement, it demonstrated the beauty and skill sets. Instead of using a white person to be the main source of the commercial, it would have been more received if using someone that clearly understood and made it clear what the black lives matter movement was all about. Being the CEO of the company, if trying to make a statement with so much controversy today, I would have made a team of different ethnic groups and joined together with ideas from each to make a great and a meaningful advertisement that would unite
But jean sells are increasing when their commercial shows a woman being attacked by three men (464) (Kilbourne)? Kilbourne states that commercials that have a sexy man doing something dangerous becomes erotic, therefore men have this perception that being the good boy is not a positive attribute. When examining Kilbourne’s advertisement selection we see men in control, pushing women against walls and having two women flock over one man. Kilbourne’s selection was to confirm the discrimination women face. The group of feminist fund-raisers, who call themselves SlutWalkers are currently trying to “reclaim the word slut,” by marching around in skimpy clothing making jokes about the industries of prostitution and pornography. They are putting women into a difficult situation because they are pushing for empowerment, but does empower cross your mind when there are half-naked women waltzing around? These women believe they are taking a stand against men, but truthful they are giving them exactly what they want…women strutting around with very little clothing on (Powers). Women are portrayed similarly in advertisement for cars, alcohol, and aftershave; because sex sells. Women are sexy and attractive which sells products on television; however when it comes to advertisement on the radio a man’s voice is used 78% because it is convincing and strong
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
...the images of women are presented through technology. Women can easily access negative images through technological aspects. Advertisements, the internet, celebrities and other technology present women in sexualized and demeaning manners. Showing women in positive manners can shift the negative image of women and empower their role in society.
“The Daily Show with Jon Stewart” aired a segment on the controversy behind the Coca-Cola half time commercial during the Super Bowl. The commercial featured “America the Beautiful” sung in different languages by people from different nationalities. Americans on their social media websites, such as Twitter, went into an uproar. Many Americans tweeted things similar to, “What an f***ing terrible commercial. The majority of it was not even in English and was sung by a bunch of foreigners. Just more multicultural, politically correct, liberal s**t” (CBS Atlanta). On the “Daily Show with Jon Stewart”, Stewart highlights the controversy of this commercial on Twitter. Stewart jokes about how ironic the backlash this comm...
In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
Since the advent of the digital era, the attention span of the individual has decreased over time (Gausby 46). Also, as the article by Rothenberg elucidates, there is a burgeoning of mechanisms like ad-block that enables viewers to skip advertisements completely (Rothenberg). As a result, any non-profit wishing to promote awareness is compelled to make unique attention-grabbing commercials that are watched across the globe: commercials that live lives of their own, breathing, transforming and evolving in the minds of the viewer. The Rainforest Alliance’s shamelessly amusing yet culturally relevant three minute long video for the “Follow the Frog” campaign fits this criteria perfectly: it delightfully lampoons its very audience of office-workers
...rn society sees women as real people with intellect. Instead of not being allowed or perceived as capable of controlling their own lives and situation, today's women are expected to control their own lives without interference or constant dependence on others, or more specifically, their husbands. These advertisements demonstrate just what a drastic change has taken place in the last fifty years. Even though both ads are about cars, the body image, body language, and text portray a striking difference in the view of women. Maybe this change was brought about by the Women's Liberation Movement, maybe such subjugation just cannot last forever. But whatever the cause, the change has definitely taken place.
The short term effect of this commercial is to get the idea of women equality out to the public, specifically men, and give people a basic understanding of how poorly women have been treated in history and even today. “IWPR’s report on sex and race discrimination in the workplace shows that outright discrimination in pay, hiring, or promotions continues to be a significant feature of working life.”4 We can see that it is still extremely common for women to not be viewed at the same level of men and this is shown to the people watching the super bowl to think about it. The long term effect of this advertisement could be the change that women have been striving for so long. We could finally see more companies jump on this bandwagon and enforcing the same pay and treatment for women. Women could eventually be paid the same as men and not be penalized for their gender. They could be seen in more powerful positions around the world, such as the first women president. This will not been an immediate change, but with the help of Audi, and other companies we can see change in the near future with this new generation of passionate people. This commercial also Audi used the #DriveProgress which will help spread to the younger generation who uses social media all the time. If the word is spread more people will be on board for
In order to successfully grasp women’s attention, they shifted their branding and narrative process to targeting “feminine sensitivity” in order to gain a better appeal to women. In 1990, Nike executives created a team of employees together with Wieden and Kennedy, Nike’s advertising agency and revolutionised its strategy by focusing on the issues that “really matter to women”. What they did was shifting the way they appeal to women’s bodily consciousness through guilt to presenting the products not as commodity, but as concepts; the brand as experience and lifestyle. In the case of Nike’s advertisement, it referred to the “empathy/dialogue” campaign. By doing this, Nike “addressed athletics as a personal experience of growth rather than a path to glory and physical power” (Lucas 152) and eventually managed to corner the women’s market. Later in the late 1990s which is the rise of second-wave feminism, the movement sought to liberate women from constraining gender roles and gender discrimination of the patriarchal culture in which they lived and also railed for images, especially in advertising, that portrayed women as more than housewives and positioned them as equals to men. This is because “feminists had identified advertising as one of the key sites for the production of sexist imagery. Throughout the subsequent decades women voiced their anger about being treated like objects to be visually consumed.” (Gill 83) Hence, marketers have acknowledged that simply empathise with women is not enough and as a result, according to Cole and Hribar, Nike had to transform its image to a “good public citizen” (347-369). Nike’s co-founder, Bill Knight, specifies that he wants Nike to be thought of as a company with a “soul that recognises the value in human beings” and this idea of kindness gave birth the ad campaign “If you let me play”. The ad campaign
Because I am a journalism student, I have talked, researched and discussed with many of my fellow students and faculty members about the topics above. I am choosing to talk about this because I think it is important and they are pertinent issues in the journalism field. I am also very interested in this topic, so I thought it would be fun to take the opportunity you gave us to design our own multi-part question and write about something in journalism that is appealing to me.