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Assignment 1

Advertising

While observing my Living space, I have reviewed many different brands, ranging from my choice of the television to the furniture, and even the carpet. Considering why I chose each particular brand, I have realized that my reasons for selecting each specific brand were varied, ranging from a sense of emotional attachment to a particular brand, as well as the need for class. Owning these assets has definitely improved my self-image because I now feel empowered and ‘rich,’ and this is a good feeling.

Yes, I have used specific media terms and images to define myself in the past. For instance, the mass media portrayal of a ‘perfect body,’ as evidenced by over-glorification of models, and other women of ‘perfect shape.’ Being overweight all my life, this definitely affected my self-esteem and confidence levels. I viewed myself in a negative light, as I always sought to conform and match the ‘widely portrayed’ beauty standards perpetuated mainly by the media. The media has also influenced my thinking and made me think and believe that everything is black and white. For instance, I have always thought that if one is not thin, they are not beautiful.

It is not unethical to advertise to a specific audience only. This is because different groups and classes of people will always have divergent interests, tastes, and preferences for products and services. For instance, a vendor selling Hijab wear designs can only target the Muslim population as they are the dominant group that uses Hijabs. He/she would, therefore, have to tailor and market their advertising to target the Muslim population. Advertising to specific audiences is simply a factor of differentiated markets, where different products mean different things to consumers. However, in considering different age groups, it might be unethical to advertise to younger (or underage) audiences depending on the type of product being advertised. For instance, it would be unethical to advertise an alcohol brand to a group of 9-year-olds, because underage children should not be consuming alcohol.

 

Collaboration Activity

Day 3- Colgate Ad

 

Figure 1 Namaky (2020)

This advertisement influenced me greatly as a child, primarily because I have always seen myself as a dentist in the future. The advertisement reinforced and motivated me to become even a stronger and better dentist than I had always been. The advertisement also motivated me to become more meticulous and concerned about my oral hygiene practices. Having clean, white, and strong teeth has always been a source of pride for me, and the advertisement provided the motivation I needed to have cleaner, stronger, and healthier teeth.

The verbal and non-verbal aspects of this advertisement blend and match perfectly. Firstly, they have used a lame-green background, which blends perfectly with the picture of the lady being portrayed, and the college tube. Moreover, the white teeth being shown form the highlight of the message in the picture; that using Colgate toothpaste creates cleaner and whiter teeth. The font used accentuates and reiterates the message being portrayed in the picture.

Mass media instilled in me a ‘perfect body’ image, in which nothing which adhered to the set standards was considered beautiful. This greatly affected my confidence and motivation levels, especially when I deemed myself not worthy of not adhering to a specific body standard, such as sparkling white teeth, for instance. The ad being indicated is suitable for all age-groups, and therefore advertising to the age-group targeted in the ad is ethical.

 

 

 

 

 

 

 

 

References

Lehnert, Kevin & Kubik, Mark. (2018). Ethical vs. Unethical Advertisements: Evaluation and

Recall An Abstract. 10.1007/978-3-319-66023-3_33.

Namaky, K. (2020). 10 Examples of Advertisements to Emulate – GURULOCITY Marketing

Education. Retrieved 10 February 2020, from https://gurulocity.com/examples-advertisements-magazine-2016/

 

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