References

Shakil. "Bad Advertising", 2012. 

http://www.badvertising101.com/category/racist-ads/ (Accessed September and October 2012.)

Dan Evon. "Apologies", 2012. 

http://www.inquisitr.com/266505/mary-j-blige-apologizes-for-burger-king-ad/ (Accessed October 2012) 

"The National Post's Anti Transgressor", 2012. 

http://www.hawkblocker.com (Accessed Ocotber 2012) 

Mary Elizabeth Williams. "Who Deserves to Die?", 2012. 

http://www.salon.com/2012/06/29/who_deserves_to_die/ (Accessed September and October 2012) 

"Amnesty International Launches Butterfly Effect Ad Campaign", 2012. 

http://www.amnesty.org.uk/news_details.asp?NewsID=20094. (Accessed October 2012) 

Amnesty International. "Does Mental Health Discriminate?", 2012. 

http://www.amnesty.ie/content/end-mental-health-prejudice-and-discrimination-campaign-ads. (Accessed September 2012) 

Summary

I chose the themes of racism, sexuality, politics and prejudice because I believe that those are things in society that influence the way we make meaning of what surrounds us in this world.
They frame our thought process and influence everything, whether we are for or against racism, prejudice, etc.

They are also themes that interest me, for they are all equally interesting and ever present in the world of advertising. The ads I chose were just ones that I believe were very intriguing, interesting, and of a topic of common interest in public opinion.  

Who Is Obama?

Another thought provoking ad campaign. This would be mostly to boost the personality side of the Obama campaign, pushing people to see his humanity and make him a relatable character to the audiences.

The captions make you feel bad if you hate him, and make you feel sorry if you do to know that some people out there despise him. It's a win win scenario.  The personification of "Obama's America" also sets this sense of American pride because American is for every American citizen and it doesn't mean that you're being dictatorial if you apply the same rules for the president. I quite enjoy this ad because people don't even think of presidential candidates as relatable people. That is the aim of this ad, and I believe it does it well.

Doubt

Political ads in general are simplistic, because it makes you draw a meaning and sense of intelligence, which is necessary in politics. What this ad is trying to do is create some level of doubt in people's minds. By making them question what life would be with a leader like Romney, they are triggering all sorts of thinking mechanisms in one's brain in order to have impact.

The picture chosen is also key, as people would pay special attention to how they make meaning of an ad when it comes to politics, because politics essentially influences everybody's daily life. They therefore chose a picture that brings a sense of security and seriousness, without alienating audiences with expensive clothes and fancy photography. Just the blurred out face, blurred out so that attention is given to the caption. Simple, smart, and to the point.

Yes We Can

The idea for this ad, drawn from a close observation of American history when they wanted to empower women and minorities, is a great way to boost audience morale.

The idea behind it is smart, and it calls and makes connections in one's mind in all the right places while interpellating just the right way. Michelle Obama is also being exposed in the ad campaigns, which is a great way to make audiences make a good meaning President Obama. A very clever as that can appeal to the target audience, and the majority.

Obama Campaign

The simplicity and meaning of this advertisement really caught my attention. First of, knowledge (semiotics) is necessary to make meaning of this ad, which is always good. Secondly and contrarily, the simplicity makes it easy to understand.

Blue- a color on the American flag, and a color Obama has taken to use because of the political party he supports. A punch line to ask the audience whether they are in or not really works in drawing them in and making them feel involved- something people are quick to spot and connect to if they can spot it in an ad. It can guarantee more effectiveness, which is what this ad is trying to do. The simplicity of it all doesn't make you feel like they're trying to push you and persuade you int anything ridiculous. Just information. Brilliant.

Safari

Michael Kors, a designer brand that creates mostly handbags, came up with this latest advertisement. What this ad is trying to portray is clear, in the eye of the innocent- a warm environment of adventure and fun to capture the shopper's attention. However in the eye of the beholder who knows how o make intelligent meaning, this ad is hiding hints of racism. While it can very well be argued that placing a black man in the background as the safari guide and the white models in the front is completely normal, placement of importance like that should be avoided at all costs.

Racism and the sensitivity surrounding this topic are bad enough without an ad like this to arouse more conflicts. I believe it is important that the creators of advertisements in today's industry should learn more about what we learn in making meanings, of the culture that surrounds each of us and how that influences the way we draw meaning from the things we see. It can be quite helpful.

Who Eats Burger King

The common stereotype is that African American people like to eat at fast foods such as KFC or Burger King. Who knows who spread this racist belief or why, but the point is that sometimes by going along with it, you reinforce the racism and stereotype.

Mary J. Blige is an African American rapper and singer who accepted to do this advertisement above for Burger King, sort of to spice up their notoriety I guess. But my question is this; why did they choose an African American? The marketing techniques here are clear, as they are trying to focus on a very specific audience, thus reinforcing the stereotyping and (willingly or not) using racism as a means for advertising.

All these things intrigued me about this ad, but I also was intrigued by the lack of information on there. This ad has literally nothing to do with what Burger Kind offers in its meals, costs of meals, or something new they are adding. It is just a famous African American person posing with the logo.

Made in Japan

Obviously this ad was banned. Obviously. The pitch for the idea of a beer made in Japan was that they had to take an angle of humor and that they (non Japanese at the head of this project) really never intended to hurt anyone.

It can all be jokes and laughter id the object of your amusement is ok with it. Racism at its worst is when it is expressed on such a grande scale as beer advertising- something that would have obviously ended up on a lot of billboards in a lot of different countries, had it not been banned.

This kind of thing doesn't just upset people who can spot racist tendencies in ads, it also soils a company's reputation. When audiences see this, they come to a conclusion in their mind that will be far from what you had initially wanted to express. They will not take the company seriously, jeopardizing any chance of them to come back with a better ad. Racism is a dangerous thing, it can lead people to do terrible, hurtful things. Don't promote it, not even involuntarily, like this advertisement.

We're Lucky We're White

This ad I found actually speaks against racism instead of acting blithely unaware of the prejudice and double standards that exist between races, especially whites and blacks. This ad campaign is for an organization "Un-Fair" that actually fights against racism still being manifested today in the workplace or any other place where it would be most likely.

The scribbles found on the Caucasian person is actually doing a great job in making meaning of what  is going on under the radar. It points out the double standard of how differently people can be treated just because of their skin color by reversing the roles. I believe it is very effective. Sometimes that's what it takes to get an audience's attention to issues this delicate- shock and blatant honesty.

Racism and Sexism

"My secret to beautiful skin? I swallow." That tag line is obviously filled with sexual innuendos that could be deemed as very inappropriate, especially when the model is a woman. They also chose an Asian woman, which is a very interesting choice.

Just because the ad is promoting a product that has Asian medicinal ingredients does not mean they have to choose an Asian looking model. But of course, this is all part of the human brain process, and how the advertisers and audiences make meaning of the advertisement.

This ad intrigued me because not only do you not see ads with this kind of tag line very often, you also don't see Asian women in adverts in these kinds of poses. It is very unusual but does somewhat capture the attention of the viewers.

Is White Hotter?

This ad for L'Oreal products depicts a Beyonce that fits the stereotype of the beautiful white female. She is shown with a lighter skin tone, and blond lighter hair. The very fact that it is so far from what she actually looks like is a demonstration of the (maybe unintended) racism.

The reason I say "maybe unintended" is because sometimes these racist stereotypes are so ingrained in our every day life that we don't even realize it. This ad doesn't realize the meaning women can make about beauty- that it takes a white, light haired lady to show real beauty. The US is the leading force of advertising, and because they are of a white majority, that is why most people believe that the fake Beyonce portrayed in the ad is the way to have real beauty.

Sex Sells

This ad intrigued me the minute I saw it. American Apparel sells fashion basics to both men and woman and have also recently included children in their market plan. What concerns me that, while this ad is very interesting and appeals to people in a sexual manner, why are they so determined to make sex sell? We've all heard that term all too often to justify this type of advertising- sex sells. While this is true, sometimes a line is to be drawn. There are two sides one can argue. The first, that sex should be more in the open and therefore the use of such sexually explicit pictures in ads are acceptable, or that sex is something we all know about and therefore shouldn't be used out of context just to create a buzz and capture people's attention.

It all really depends on the audience and what the company is trying to sell through their advert. If the ad is to be released in a country that is more uptight and has regulations on what is acceptable or not, that is their call to make. American Apparel is a store for basic fashion clothing, and there are not many options available to them to make their ads interesting. I do not necessarily believe that they are trying to pass on a complex message- all it really is is a way of saying "American Apparel is sexy; wear it!". 

Christmas for Men

This illustration is obviously meant to make meaning only in the minds of those who would get it. There is a lot of underlying, in-context messages here that fortunately younger audiences would fail to perceive. 

While the ad has this sense of simplicity to it, it is also equally creative with the association of the Christmas tree to the Christmas edition of Playboy, not even mentioning the idea to flip the tree upside down for reader to draw meaning out of it.

The truth is that sexuality is a driving force in ads today, not just for Playboy (for obvious reasons) but for the entire world. The freedom to depict sex in an advertisement today is sign of progress. This makes me wonder what kind of people we are, if we make meaning of thinks like this on  a daily basis. Do we even realize it sometimes? Or are we just like a fish in a bowl, unaware that it is wet simply because it is immersed in it 24/7? Creative and artistic props go to them of course for their ability to not have to come out and say anything that would be deemed as gross but still be able to imply so much. But if we are constantly making meaning of ads like this, what and who are we going to become? 

In a strange sense also, it tarnishes the real meaning of Christmas. Of course, this is simply about an edition they are releasing in December but still... is there no end to all the perverseness? 

Men and Reading

The common mistake in today's society is that most men do not enjoy reading, especially those sappy novels girls enjoy so much. The ad above for Playboy Magazine is using that stereotype to get men's attention and use sex in a fun, clever way. Modern advertising and entertainment has pushed for sexual things to be portrayed in a much more clever way in order to be accepted by the public as acceptable. Otherwise the unintended "porn" innuendo arises. What this ad is doing is it is making us create a meaning in our own minds that can be private. While they do not necessarily come out and show naked women in sensual poses, which of course they could considering it's Playboy, they do offer men the opportunity to see an a that appeals to them sexually and mentally. The women can also have a laugh at this ad, which is something I appreciate in the work they're done.

Of course, the obvious things they do not have to state is that they are meaning that while men don't usually like to read, Playboy is offering them something worth their "reading" time. Calling it reading is also a smart marketing move. I also believe it is an insight to today's society. Things are acceptable as long as they are decorated and portrayed in a civilized and witty manner. Anything short of that is considered perverted and malicious. It is a twisted world we are living in, and advertising is taking that fact as a tool to make their tast easier.  

Virginal Beauty

"You know you're not the first one". This tag line to express the fact that using a second hand BMW car would not be like having sex with a virgin girl like the one depicted in the ad is their way of capturing the audience's attention. It is very interesting to me how sexuality is almost always used as a means to capture attention and make connotation is advertisements today. Is it necessary.

While some people might find this depiction offensive to young women, BMW perhaps thought it would  be a fun new way to see how second hand cars aren't so bad. The pressure for a man when he knows he is about to have sex with a woman for the first time is great. BMW knew how to use that.

That is how people make meaning of ads nowadays- a sprinkle of sexual innuendos is necessary for an ad to qualify as witty and interesting. The girl is beautiful, unarguably, which is why it does such a great job at grabbing the audiences' attention. If that was the sole purpose of this BMW ad, I'd have to say they did a very good job.

Sexual History

This shocking ad campaign to create awareness about HIV is a very good at capturing the audience's attention. From the picture, one can get a sense and feel of what they are trying to convey, and the caption adds more of a dramatic effect. It is also very effective in making people understand the concept of how HIV can be passed on from one person to another.

This ad intrigued me a lot not only because of the creative side of it, but also because of the choice of actors in the ad. Here, the ad is depicting two homosexual men showing sexual affection for one another... surely this does not mean that the creators of this ad believe that HIV is passed on more between gay men? The point is, while most people do have this notion, it is not spoke of a lot. What this ad is doing is pushing us to make meaning of something that isn't necessarily true. While a lot of people have this prejudice that same sex relations are disgusting, heterosexual relations are just as dangerous if one is not using protection. People who create ads should be careful of the image they portray and the underlying message of their advertisements. There should be no room for ambiguity.

Two Perspectives

This ad drafted by Amnesty International is a symbol to stop the oppression of women in the Islamic world. This ad is relevant because of the common belief that wearing a burqa is a sign of oppression and silence under the pressures of society and religion. Therefore the added picture of bars, as though the woman were trapped in jail, is also relevant to the topic.

While it may be true that some women feel this way when wearing a burqa, is it also possible that this is just a prejudiced view that stems from the West? Could it be possible that most women who wear a burqa siply do it because they want to express modesty? This ad does call us to make meaning, but which meaning? For messages we see in advertisements only show us the  message the conveyor wants us to see. I believe it is our job to always question what is put before us, no matter how shocking it may be. Simply because an ad is shocking, does not necessarily make it true.  

Prejudice about topics we are not familiar with, especially in the Islamic world, can be a very touchy subject. It is our job to use precaution when analyzing and making meaning.

Prejudice on Terrorists

When you look at this ad, the option is clear if you apply the stereotype. It draws on the way we make meaning of the two names and the stereotype that people from the Middle East are terrorists, which is why you would be leaning more on the options to choose the name "Daood" instead of "David".

Where does this belief even come from? We know, from popular media and even the news that portrayals of Middle Eastern people are most o the time inaccurate and very judgmental as well. The creators of this ad understand the way we have been influenced by the media that surrounds us, and therefore thy have used our flawed system of understanding and linking of ideas in our minds to on the contrary make us realize how flawed our view system is. Prejudice is a plague that influences the way we view the world and the media isn't making it any better.

What this ad really does is interpellate an audience that does in fact think racially and call them out on what they have been doing for so long- in order to make any meaning of this ad one must obviously understand the current issue with race and association of Middle Easter people with terrorism. While the message is very clear, one must know what has been going on in politics, and different world matters especially between the US and Iraq.

I thought this ad was very effective because of its simplicity and sense of choice. The ad is offering its viewers the opportunity to clean their slate of judgement and prejudice and choose not to decide something based on a name- and where they think the particular name and person is from, for behind every name, there is a face.

Does Mental Health Discriminate?

This ad campaign, working with Amnesty International, is advertising against discrimination and prejudice. As is seen in this ad with the very witty slogan, while suicide leaves physical scars, the gossips can leave a much deeper emotional scar.

This ad therefore draws its meaning from the idea that society tends to talk and categorize people based on what makes them weird of different from others. People will look at this ad and deduce from the simplistic way the woman is portrayed, and by the fact that she is not smiling, that this is just as serious an issue as anything else. The soberness and simplicity of the ad help add to the meaning because people will understand the message even more, without needing underlying messages. Everything is written and put up front on this ad, with no room for ambiguity.

I believe that artistically speaking, this ad conveys its overall message really well. In terms of graphic design, the lettering is simplistic and to the point, with the big bold writing at the top signifying importance. Overall is it very accurate and to the point and will leave people thinking, especially is they have gossiped about somebody in that way in the past.


Reference: http://www.amnesty.ie/content/end-mental-health-prejudice-and-discrimination-campaign-ads

Paralympics

During the Olympic games, they has a  special section dedicated to those who have disabilities. Many people might believe that this can be cause for not participating. This is just based on the prejudice and stereotype that the physically disabled are different from us and therefore cannot accomplish the same things as a person who isn't disabled.

The advertisement at the top shows very well how people's minds work, and they have used this prejudice to make an ad that compels people to think better of the disabled and to grab their attention to the cause they are supporting. I think this ad creates a lot of meaning in people's minds because of the heading- it plays on their sense of moral justice and fairness, and convicts those who look at it.

The Tattooed Deserve to Die

The Wisconsin ad agency Laughlin Constable launched a national campaign that depicts this controversial advertisement. The message above was considered offensive by many because it states quite boldly, in a marge font, that certain stereotypes of people deserve to die. "The tattooed deserve to die, hipsters deserve to die, cat lovers deserve to die", are just some of the stereotyped people they used.

A while afterwards, details were added to the ad and additional information was shown in order to clear misunderstandings and show that audiences can quite often jump to conclusions without really knowing what an ad can be about. The detail, written in a much smaller font, added that those particular people deserve to die if they have lung cancer. It continues by saying that "if you have lung cancer you did something to deserve it. This sounds absurd, but it's true. Lung cancer doesn't discriminate and neither should you. Help put an end to the stigma and the disease at NoOneDeservesToDie.org."

This compelling message that ends the ad really points a finger at those who are unaware of the association they make in their minds by thinking that people with lung cancer smoke too much, or do things to harm themselves. That is obviously not always the case. The people at Laughlin Constable knew this would enrage people, because they pretend not to follow the stigma, until it is pointed out that chances are they firmly believe it. They just won't come out and say it. Rather, they will let it influence the way they think and act towards others in society. 

The reason this ad does so well is because it shocks its audiences. The people behind the ad know how the human mind works around conformity and what is considered to be acceptable or not. By making a bold statement and making audiences believe that it is what the campaign was supporting, it made audiences realize, after the reveal with the extra information, of how hypocritical they can be in their own thinking. 

I believe it is important to understand how people's way of making meaning work, not only in the positive way of them putting two and two together, but also in the negative way. With this thought process, a positive outcome can be the result. In ads, it's important to not only make people feel smart by making social references to movies and popular thought, but also to point out flaws in human thinking, to shock, and to unnerve. That is how you get people's attention these days. 

Reference:http://www.salon.com/2012/06/29/who_deserves_to_die/