Chat with us, powered by LiveChat Spend time watching television or looking at print ads. Look at the notions of whiteness, ethnicity, maleness, femaleness, as well as cultural, economic, and phy | WriteDen

Spend time watching television or looking at print ads. Look at the notions of whiteness, ethnicity, maleness, femaleness, as well as cultural, economic, and phy

I have included the powerpoint below. Please use the slides to answer the question …

Spend time watching television or looking at print ads. Look at the notions of whiteness, ethnicity, maleness, femaleness, as well as cultural, economic, and physical differences (as discussed in the Power Point). Find two ads and write a one page reflection on each ad that incorporates the lessons in this power point WITH your opinions included.  Submit to the Dropbox by June 17th at 11:30pm.

Representations, Multiculturalism, and Mass

Media

Keep this in your thoughts throughout the class!

• Has there ever been an institution so reviled as modern advertising, so hectored, so blamed for the ills of society?

• Yet has there ever been an institution so responsible for conveying …the most alluring, the most sensitive, and the most filled with human yearning?

• -James B. Twitchell, Adcult USA

Keep this in your thoughts throughout the class!

• The ad industry has managed to mainstream pornographic images and desensitize the populace into accepting the humiliation of women in advertising. Pornography implies the use of sexuality as if it were some kind of commodity for sale (Strnad, 1993).

Famous Quotes

• “Advertising blasts everything that is good and beautiful in this land with a horrid spreading mildew” Herman Wouk

• “Advertising’s contribution to humanity is exactly minus zero.” F. Scott Fitzgerald

• “Advertising is the cheapest way of selling good, particularly if the goods are worthless.” Sinclair Lewis

Definitions

• Ad Deconstruction: is the analysis of advertising in such a way as to reinterpret implied meanings.

• Marginalized Groups: Women, blacks, Latinos, Asians, Native Americans, people who identify as LGBTQ, people with disabilities, others?

What is Postmodernism

• Postmodernism is a tendency in contemporary culture characterized by the rejection of objective and global cultural narrative.

• In other words, advertising is created to remove our objectivity about the world and possessions; advertising attempts to remove cultural and global differences to make us one.

What is Postmodernism • Postmodernism emphasizes the role of language, power

relations, and motivations; in particular it attacks the use of sharp classifications such as male versus female, straight versus gay, white versus black, and imperial versus colonial; challenging these dichotomies.

• Postmodernism has influenced many cultural fields, including literary criticism, sociology, linguistics, architecture, visual arts, and music.

Ideology

• An ideology can be thought of as a comprehensive vision, as a way of looking at things (think: world or societal view), it is often a set of ideas proposed by the dominant class of a society to all members of the society (a "received consciousness" or product of socialization).

What is Advertising?

• “A paid, mass-mediated attempt to persuade” • “A specific message that an organization has

placed to persuade an audience” • A message that has been called to the

attention of a public audience, especially by paid announcement.

What is Advertising? • Advertising more than art, literature, or editorials • Allows us to track our sociological history: the rise

and fall of fads, crazes, and social movements; political issues of the times; entertainment, vices, food, and scenes of how the social life was and should be lived.

• The only institution comparable in scope and magnitude was the Roman Catholic Church of the early Renaissance (Twitchell, 1996).

Branding

• The process of differentiation…the core of advertising!

• What distinguishes similar products is not ingredients, but packaging. (Shampoo)

• Branding seeks to nullify or compensate for the fact that products are fundamentally the same and interchangeable.

Spending

• How much is being spent to tell you how to think and feel?

• Any guesses…

Spending • Advertising is a $180 billion-per-year industry. • Average number of advertisement and brand exposures per day per

person: 5,000+ • Average number of “ads only” exposures per day: 362 • Average number of “ads only” noted per day: 153 • Average number of “ads only” that we have some awareness of per

day: 86 • Average number of “ads only” that made an impression

(engagement): 12 • Consumers are remembering fewer ads after seeing so many day.

This forces marketers to become more shocking in their advertising.

Nostalgia Industry

• This type of advertising is based on the embellishment or recreation of the past for commercial purposes.

• It does not truly represent our history and is one of the most opaque masks of white cultural dominance.

• Appears to show whiteness as the lost innocence and everyone is white.

Magical thinking is at the heart of both religion and advertising (James Twitchell)

• In the past advertising promised instant access to desire and love; consequently advertising seems to assume a belief in magic. (You buy the car you get the woman)

• In modern advertising (to market a brand), advertisers use a very soft sell where the product is NOT the focus in most cases.

United Colors of Benetton Ads

• Attempts at racial harmony and a “global village” look.

• Many ads do not even show the products, but attempt to capture social issues that are at the cutting edge

• Benetton has a reputation for provocative advertising, with shocking visuals to attract the reader’s attention.

United Colors of Benetton Ads

• Many of the Benetton ads are so controversial they have been banned- – A black woman nursing a white baby – HIV/AIDS ad – Death Row inmates – A nun kissing a priest

  • Representations, Multiculturalism, and Mass Media
  • Keep this in your thoughts throughout the class!
  • Keep this in your thoughts throughout the class! (2)
  • Famous Quotes
  • Definitions
  • What is Postmodernism
  • What is Postmodernism (2)
  • Ideology
  • What is Advertising?
  • What is Advertising? (2)
  • Branding
  • Slide 12
  • Slide 13
  • Slide 14
  • Spending
  • Spending (2)
  • Nostalgia Industry
  • Slide 18
  • Slide 19
  • Slide 20
  • Slide 21
  • Magical thinking is at the heart of both religion and advertisi
  • Slide 23
  • Slide 24
  • United Colors of Benetton Ads
  • United Colors of Benetton Ads (2)
  • Slide 27
  • Slide 28
  • Slide 29
  • Slide 30

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