In the increasingly fierce competition for international market, advertising takes place an important role. The design of advertising as one of the most important cultural factors affects the modern society especially in market and economy (Williamson, 1978). To comply with the theme “design as criticism” our group chooses race issue with advertising as the entry point. As we can see, there are more and more campaign use different race people or race issue. We live in a commercial world; we can see advertisements everyday and everywhere. Advertising with racial elements become more and more common at nowadays. So how does these advertisements change our mind? How does race sell? Does it work different in different space or culture? Do the advertisements with different race people changed the consumer to purchasing from 20th century to now on? We also need to think about the reason of people use these popular racial issues in advertising, and also find out the reason of this kind advertising is efficient or not. The purpose of this essay is reveal the research method process and refine the effect of advertisement with race elements in a critical way. In addition, analyze the reason of this kind of advertisement; contextualize the data into the culture background and a specific time, which based on postmodern to now. Moreover, this paper also indicates the reason for changes of the advertisement with racial issue and put it into design area. This not only has implications for graphic design and advertising but also help us understand advertising design in a critical way.
To answer these questions, it is important to find out where advertising with racial elements all began. From the 1970's, many parts of Europe had begun to show si...
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...mpany really care about the society issue. Although our results suggest the both side of racial issue exist in advertisements, it is worth noting the limitations through this process. Firstly, Our study focus on Benetton 20th century campaigns, which has a long time before, the effect from twenty years ago to now is different. Secondly, the respondents of probe and case study are in various ages, income levels, genders, and races, but we did not take this into consideration. It may ignore more positive findings. The present study also raises several questions that should be followed up through further research. The adverts have various effects on different ages, income levels, genders, and races people. Why? What is the advertising in ethnic trend now? Does it still play an important role? Answering these questions will help us understand more about how race sells.
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
Henderson, Jennifer Jacobs; Baldasty, Gerald J. 2003 “Race, advertising, and prime-time television” Howard Journal of Communications 2(14): 97-112.
The text at the bottom of the ad chosen reads, “The lighter way to enjoy chocolate. HERSHEYS.” The left side of the image depicts the back of a larger African American woman who is not wearing any clothes. On the right we see rippling heresy’s chocolate syrup. Hershey’s is trying to make a correlation between the colour/shape of the women on the left, and Hersey’s chocolate syrup on the right. Throughout this paper I will be taking a look at how women are affected by advertisements that promote dehumanization, body shaming, objectification, and the negative portrayal of African American women.
This research focuses on how corporations use Mainstream agencies (General Markets) to target African American consumers. Mainstream and General markets are defined as ad-speak for "White" as in general market agencies (Brandweek, 12/06/99). Also defined in Brandweek (12/06/99) is the word targeted which is ad-speak for "Ethnic/Urban" examples being Blacks, Latinos, and Asians. A majority of corporations have two main problems when targeting the African American community. First, most corporations use Mainstream agencies instead of hiring African American-owned agencies or hiring people who specialize in African American marketing. The African-American market is served by its own specialized media, and national studeis have shown that black consumers are more suscep...
In the east of Asia lies the sixty second largest country in the world, Japan. It has one of the strongest economies in the world. The Japanese is known for the unique clothing, food, hot springs and cherry blossoms. They have a unique way of life influenced by their culture. A culture would also influence how an advertisement would be illustrated when targeting a specific culture. The way the selling message is disseminated will be altered based on how a culture communicates with one another. This essay will be discussing how the Japanese culture can be captured through advertisements and how advertisements can be adjusted from an Asian audience to suit an American audience.
Advertising is an ancient art. Sure, times have changed with the introduction of social media and all, but the game remains the same. Advertising is the release of paid information to the public that serves as a mean to persuade one to buy products, services and ideas, from the paying sponsor of course. As previously stated sponsors don’t just sell a product, they also persuade the public into buying in an idea. This concept is easy to understand when analyzing the famous “Dos Equis” beer advertisement. When first observed the advertisement seems to be just trying to persuade a consumer to purchase their beer, but when thoroughly analyzed the idea of racism, patriarchy and sexism is all too obvious. By altering the advertisement one not only
Advertisers view and shape the Identity, values, and beliefs of any culture by their advertisements. They show their audience what they should wear, drink, and eat. Nowadays you will find advertisements anywhere you look; in the newspaper, television, internet, and even in the streets. Advertisements at this age and time are made to be appealing to a wide variety of audiences. Advertisers have the ability now to change your beliefs and view about some subject. They also influence your choices in food, cloths, and luxury. I have chosen the advertisements that are called “Eini & Co cupcakes: Bee.” I like cupcakes especially with chocolate and that’s the reason I chose it. The Advertisement has vivid colors which can grab your attention pretty
In many companies, especially fashion industries, promotion for merchandise is mainly targeted to attract a youthful and attractive youth. One of the most noticible tactics of this example is advertising, usually showcasing a beautiful and lean supermodel. However, businesses are now hiring good-looking employees, in an attempt to lure in more customers. Recruiting people as "walking billboards" is controversial, considering the chances of being employed would be biasied, due to how a worker may look. Steven Greenhouse, the author of "Going for the Look, but Risking Discrimination" provides the reality of how looking a certain way for a job, is associated to prejudisim. In contrast, Mr. Cohen's analysis depicts that "being able to find a brand enhancer, or... a walking billboard, is critical." However, I disagree with Cohen, because there is more to a product than just an attractive representative.
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.
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
Advertising is always about appearance. It is also about information and what really satisfies people. Undoubtedly that advertisement of woman has been increased dramatically and obviously in such a way that turn out to be an important part of people’s lives. Recently, with advertising developments, there are more and more prospective is shown to the public. It cannot be denied that advertisement consist of negative scenes that shape females identity. Nevertheless, majority of individuals in modern societies deem that, such advertisements can caused so many harmful effects to women gender identity, such as low self-esteem. Also, it can cause depression to the women advertising due to the lack of confidence. Whereas, minority of people believes that, it is all about the women own decision whether to be exposed in such kinds of images or not. As well, it may benefit both parties, women who advertise and the advertising companies organizing them. It can be assumed that, this issue so-called advertising shapes female gender identity, has both benefits and damages, and damages can occurred more than advantages. This essay will attempt briefly to argue the damages and benefits of how advertising shapes women gender identity.
O’Sullivan, Geremiah. “The Social and Cultural Effects of Advertising.” N.p., n.d. Web. 14 Mar. 2014.
Advertising becomes something that can be seen everywhere and cannot be avoided. The new era of technology and globalization help advertising to develop from year to year. Advertising now not only advertises product, but also becomes a medium to campaign something, for real example is ’Always #Like a Girl’ campaign advertisement in 2014. It is an advertisement having purpose to change people’s thought about if someone do something ‘like a girl’, then it is really bad. Therefore, how does this advertisement change the stereotyping of ‘like a girl’ in society? This paper will try to analyze the question previously mentioned.
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
Ads of these days in comparison to those in previous times have come a lengthy way from how it is used to how it is provided to the community. Promoters use many methods to reel in most of their clients into purchasing or trying an item whether it is new or an old item. One of the many kinds of propaganda they use is the simply people system which may use a popular individual as an make an effort to persuade the community that his or her opinions indicate those of the typical individual and that they are also operating for the advantage of the individuals. However, the kinds of propaganda used in the Pepsi marketing is the group and shining generalities system. The Coca-Cola ad is also provided as a Pepsi container with a rush of colors capturing out with a cheerful experience in middle of all the different colors. Promoters have many different kinds of propaganda they could use to take clients into the checkout range with their product(s) in side. With the Coca-Cola ad select to use a vibrant plan to entice the clients fun and free-spirited aspect, and a range which indicates the use of the group system.