Stereotypes in advertisements

Stereotypes are a salient part of our social and cultural environment, it is hard to define what they truly are but it is in an oversimplified image of an idea or particular type of person. Stereotypes can be on a wide range of aspect of criteria such as age, gender, nationality etc... Stereotypes are learnt through cultural social factors and it can be gotten through daily interactions or even media that plays a big part in that. I think that advertisers should have a certain responsibility on the material they put out. It is often forgotten of how much media can affect and influence our perception of the world around us.The influence of stereotypes is double; it parasites our perception of others but also pushes us to inferiorities what we think about others. Advertisements are fiction as they are scenarios and images put together to offer a product in the real life of the audience. That being said with the quantity of advertisements we are exposed to every day, we think less and less of each message and we subconsciously succumb to them. Advertisers have a main goal of selling their product ad it's image but they disregard the power it has and how it lies on the belief that the images are a reflection of a certain reality. Overall advertisements are one of the many social mechanisms today that can lead to the oversimplification of a category and advertisers must look after they content for consumers.

Print advertisement

This is an advertisement released in the 50's in the USA for Lucky Strike cigarettes, an originally american tobacco company. It was made from a historical context abundant of wars, hence the marine in the bottom that is a symbol of the country and it's greatness. Nationalistic values were extremely important and the presence of the marine establishes a relation of trust with the product, as its main goal is to keep the country safe and have the best interest of all people residing in it. When it comes to the social and cultural context, the beginning up until the 70's was an era in which smoking was a society norm, everyone smoked everywhere and it was unrestricted;  young people smoking was perfectly acceptable. Researchers tried to prove that smoking has health benefits and the product itself was deemed healthy especially by portraying it's smokers as attractive people that have friends, that are young, full of vitality, athletic and happy. Having youthful models will help selling these values and characteristics as it makes the audience want to follow it and be apart of it. This makes the advertisement strongly rely on both nationalistic and youthful values.

In this commercial both sexes are featured making none of them physically marginalized although interpretations may vary.The women looks very attractive, almost sexualised , and there is a young man on his knees offering her a cigarette at the beach. This could give the assumption that women only have to be pretty to be offered cigarettes and have men on their feet, making them almost objectified. The man is empowered as it is shown that with only the possession of lucky strike will satisfy women and their needs. It is for this reason that it gives the audience a false view on how women are supposed to look or act and how their value is merely physical.

Post-pitch reflection

Comment on your personal presentation skills. What did you do well? What do you need to work on? What would you do different next time?

During our pitch, we decided to focus on the ability to capture our audience using pathos by repeating "Aren't you tired?" to the people we are presenting to. Also interacting with the audience is a good way of capturing their attention. We decided that for the actual pitch we will use mostly logos and pathos; giving logical reasoning and striving to develop an emotional response. We also used a few wordplays to have a gimmick and give a slightly humorous side to our pitch  For example when giving statistics to why vegan meals are better is by giving statistics and explaining how vegan meals are more eco friendly and therefore it can appeal not only to vegans but anyone that gives importance to reducing their ecological footprint. Another way is by putting a picture of a cute chicken and making the audience question why should they be killing another animal for their mere enjoyment. I believe these are affective as they may also challenge the mindset of anyone watching and make them question things they do subconsciously without thinking. While approaching this activity, it was vital to chose an audience and the context; and this was the state of California (as it has many vegans/vegetarians) but our aim was to be able to also people that may not be on a plant based diet but are open minded enough to give it a try. We approached this in a way of giving the audience the impression that they would want to try the product. We included images such as a scale to show how most fast food options are unhealthy and how we are a healthy alternative to anyone with a busy life but that gives importance to their health. Most of our presentation were images and bright colours to be able to capture their attention and make them listen to us by having an aesthetic that appeals to anyone listening. Having the picture of a good looking burger is effective as it gives the audience the feel to try it and possibly trigger them to lightly salivate.

When it comes to presentation skills I think I did a decent job. I articulated well the word and didn't look too much at my notes. I think I need to make sure that my posture while presenting or when other members of my group are presenting has to be more looked at and make sure that it is appropriate as well as my facial expressions. I also need to look at the "audience" I am presenting more rather than looking at the board as a "comfort zone". Unfortunately (and I am not the only one) I was not able to look at the footage of myself speaking and I am curious if I say "um" or "like" without realising.  Next time I might need to be more confident or at least seem more confident and maybe be more comfortable with the material and prepare the night before extensively, I should also put my notes in the form of bullet points to be able to formulate my sentences on the spot rather than reading from my notes.

Advertisement analysis

Délice advertisement

The intended audience of the advertisement are Tunisian families as it is in Tunisia,  has a family setting and is spoken in Tunisian which is not an accent understood in all Arabic speaking countries. .

There is use of persuasive language additionally to the comedic approach that is used to sell the yoghurt brand.

There is use of logos, as they give information of the nutritional values of the yoghurt.

By showing this it gives a logical reason to consume the yoghurt because it will be beneficial to the person's health and provide essential nutriments they need.

There is use of pathos, as it shows a few Tunisian society values. In a lot of cultures including Tunisian culture football brings people and showing a family united around a football match is something many people can relate to. Family is also important and visiting each other, something that all Tunisians can relate to. The happiness that the child has when seeing his grandma when he first sees her is something all kids can relate to and even grown adults.