Ads and Stereotypes

• Do you think that advertisers have a moral duty to avoid stereotyping people? Respond in a minimum of 250 words.
  
  
  Before reading this blogpost, didn't you come across an advertisement primarly to persuade you to purchase an item you possibly dont even use? Whether we are aware of it or not, mass media plays a vital role in shaping the manner that we individuals perceive our surroundings. The ultimate essential need of mass media is offered in forms such as newspapers, radios and the television. Its eventual purpose is effectively to reach specific perspectives of topics through to the vast majority of the public. Since Mass media is a indispensable form of communication, advertising companies gain the advantage of societies everyday use and fond necessity of the media by utilising what is being portrayed in the desire they want society to view certain ideologies, cultures and people. Essentially, with the dominion power that our need of media endows to advertising companies- its depiction of specific subjects resultantly manipulates the way we think. This is because they have the power to showcase what they desire the world to perceive specific topics regardless if it is not the complete, accurate or wrong representation. 
  This leads to my point of  "Stereotypes" that are representations of generalised opinions towards a certain group of people usually adopted from the influence of media that portray incomplete, subjective and false conceptions of reality. The corruption of culture values by contradicting tradition values develops a sense of superficiality and ignorance that instantly contributes to the stereotyping of a particular group. Similarly to the misconception of morals that deliberately appeals to motives of status seeking and lust. This is evident where the typical women stereotype that is manifested through ads where a beautiful women embraces and praises male cosmetics. Undoubtedly, the women is perceived as an "accessory" since she is treated as a guarantee of its quality by the men. As of mens stereotypes whom are usually characterised as professional and successful "real men" if they have a beautiful women by their side. Even though people are aware of the dangers occurred due to generalisation, they incline to be conformist and would rather submit to the dominate patters than oppose them and fear negative response of such behaviour from others.
  The question is why do advertisement companies continue to indulge themselves in the explosion of society through the use of stereotypes in media? Although advertisement companies are possibly aware of what they are doing, they are conscious of the fact that the majority of the 21st century generation usually rely on media to access their information. This allows advertisers to evoke a sense of secureness and focus on their excessively benefit of obtaining financial earnings. Obviously this elevates the tendentious question: "Do advertisers have a moral duty to avoid stereotyping people?"
  In my appraisal through my critical evaluation of the use of stereotypes as a tool in the media to control societies perceptions of people, groups and ideologies- I believe that advertisers have a moral duty to avoid stereotyping people. This is the case because the bigoted nature of mass medias superior power as a medium for our knowledge causes specific individuals and subjects to be viewed more negatively or even superior than others. Such fallacious beliefs sets standards in one's society that develops a latest version of the way society functions. Although some advertisers usually approach the stereotype as a way of dark humour to appeal to viewers, they do not take into consideration that stereotypes can be seen as sensitive content to part of their audience. Regardless of advertisers having positive or negative intentions through their use of stereotypes, I believe they should not be included in advertisements in order to create a society that is able to achieve an adequate level of social readiness, so that messages breaking stereotypes could be effective.
  
  

Pitch Reflection

Main appeals that were used in our pitch include Band wagon and Rational. We decided they would be the most effective appeal since Band wagon would include appealing statements that would allow a satisfaction for their need to affiliates as it will portray how the program will build societies and social groups. As of Rational Appeal, this would spark public or personal goals that may fill the need to achieve this imagery as biking would be a break from everyday life style.

Specific persuasive techniques used illuminates the originality of having a new idea that is an outdoor biking program in Abu Dhabi. Although Abu Dhabi has has a growing tourism industry, it would not be complete without having Fit for all bike share program since most sports programs occur indoors. We believe this is the most effective technique as the ad will accomplish a sense of innovation as it would introduce a brand new idea that would appeal to the audience with the use of logos. This will be done by expressing a Cause VS. Correlation. For example, the cause of UAE high diabetes rate is due to an individual's high blood sugar however, sitting around at home does not improve their health therefore the correlation to this would be biking since exercise reduces the glucose in your blood.

Not to forget the second persuasive technique where we aim for the ad to express what this product could do for Abu Dhabi and it has the possibility to bring this community together as well as helping people affiliate or socialize. The ad will highlight the groups that will form causing it to in my opinion be the most effective way of persuasion as our ad will demonstrate how this new exciting activity may help foreigners and/or locals of Abu Dhabi communicate. It’s so simple any could use it so why not take advantage of the opportunities given.

The awareness of the audience and context influence our overall approach to this activity as we have to keep in mind that we are in the 21st century and most people enjoy exploring new activities especially in Abu Dhabi therefore; the advert targeted varied demographic of abu dhabi citizens. This allows us to approach the activity aware of the fact that there are variety of different citizens and we must attract as much as citizen as we can by advertising something new that is enjoyable for most people.

Something that I would do differently in terms of content and preparation would be spending more time rehearsing my presentation before actually presenting. I think this is the cause because although I was able to communicate my ideas clearly- I did not engage with the audience as much as I wanted to. Something that limited me for doing this wa snot having enough time but I still believe we worked well as a group since we were able to share ideas at the same time we divided the work equally.

Rhetorical Analysis- of Advertisements

The intended audience of this L'Oréal Paris infallible lipstick advertisement are for prosperous women particularly, younger women whom are interested in the pleasure of makeup or perfection of their lips through lipstick. In the modern day, most women are aware of societies beauty standards causing them to be vigilant as they take more caution of their appearance. As a top beauty Brand sold in retail outlets, L'Oréal Paris creates the most innovative products accessible for wealthy women that are able to take ownership and pride in their luxurious purchase. 

There is no doubt that the advertisement appeals ethos rhetoric of persuasion as it convinces women that the L'Oréal lipstick can be trusted by appealing the authority and credibility of the worldwide American singer, songwriter and actress, Beyonce. Obviously the authority of a famous celebrity like Beyonce instantly influences the purchases of customers that tempts her own Beehive fans to buy the product. Not only does this establish a stronger position of the brand L'Oréal but it also, initiates a larger customer base for L'Oréal. 

Not to forget that the advertisement appeals pathos rhetoric of persuasion as it convinces the audience to buy the lipstick by using descriptive imagery which evokes emotions. This is evident when the use of vibrant colors sets a lively theme that creates movement in order to attract the viewers where Beyonce says: "Live your life in non stop color". Clearly, the idea of living a lavishing lifestyle promptly meets the purpose of directing affluent women as the ad emphasises the pleasure and joy of owning such extravagant lipstick. This is also evident when the use of vivid contrasting colors come into play where the ad pauses at the striking moment of Beyonce's appealing smile that evokes happiness of which convinces the audience to buy the lipstick.

Additionally, the advertisement appeals logos rhetoric of persuasion as logic and factual information is used to persuade women by reason in order to purchase the lipstick. In the beginning of the ad, it introduces the lipstick as a lipstick that "lasts up to 24 hours in 24 shades" and continues to persuade the audience by saying: "Long lasting colors and moisturising balm that is perfect in two cool step compact". Undoubtedly the clear and blunt use of words establishes a very reliable tone that convinces the audience to buy the lipstick. This is also evident when Beyonce uses logic and says that she is able to wear the lipstick while eating a strawberry and singing without smudging the color. Clearly the ad uses logic to appeal to the audience as smudging lipstick is relatable to everyone however can be solved with this lipstick. 

Overall, the advertisement uses the rhetorics of persuasion such as ethos, pathos and logos to intensify the message that owning such extravagant lipstick meets the expectations of women that want to live a lavishing due to credibility of Beyonce whom elevates the overall message of the ad.