Stereotypes in advertisements

Stereotypes are made anywhere and everywhere- perhaps sometimes unintentionally, however they are very common; they help us understand the complex world we live in.
At times, stereotypes are used in the media, specifically in advertisements. Many people argue that with the use of stereotypes, good advertising is made- this is because advertisements aim to persuade and send a message to a certain audience, not everyone- advertisers aim to avoid any potential misunderstandings in the process, however at times stereotypes are made unconsciously or people may perceive them in a different way than they are actually meant to be perceived.
Marketers/advertisers may occasionally use stereotypes in advertisements to make the origin of the product more understandable to the target audience.
Personally, I believe that advertisers have a moral duty to avoid stereotyping people, however some of them may choose to include stereotypes for their own reasons (the product may only be aimed at people in a certain culture, therefore the marketers are sure that they are not offending anyone who doesn't belong in the aimed culture).
Overall, marketers can never really indicate or assume how the audience will react to the message they are trying to send out, however most (if not all) advertisers try to avoid using language or stereotypes that may offend a certain culture or community.
So the main question is: is the risk of using stereotypes needed to make the product advertised more remarkable?

ChildFund

This advertisement is composed by an International organisation, however if we examine closely we notice that it is mostly aimed at less developed countries such as India as well as '11 other countries'. 

Many can argue that this advertisement is gender biased, this is because women are empowered in it, we can see this in the heading, which states that 'HER future begins on two wheels', this may be because in countries like India and its neighbouring countries, education for woman is opposed to by many local individuals, therefore perhaps Child Fund is attempting to make a change on this- this helps the audience have a better understanding on the social/cultural context. The girl is shown to be smiling; suggesting to the audience that education leads to their happiness. 

Furthermore, it is suggested that this ad attempts to induce equality; there is a very bold line between the rights of women and men in East Asian countries. The use of juxtapositioning in the heading may have been used as a persuasion technique- hinting to the reader that if they choose to donate, then this girl's future can change dramatically.

The composer chose the colour green as the theme colour; this may be a device used to portray satisfaction and renewal, as the colour green is mostly associated with nature; the girl has a 'renewed' life after the Child Fund organisation gifted her with a 'Dream Bike' - hence why she is 'satisfied'(smiling).

Overall, this advertisement can be viewed in multiple ways, as people have different opinions.

The Pitch

What main appeals did you use in your pitch? Why did you decide they would be the most effective?

In our pitch, we aimed to use a wide range of appeals, however we concluded that only a couple were suitable for our pitch.
Psychological needs: we listed the 7 basic needs of aa child and we tried to link the product to as many as possible

What were some specific persuasive techniques you used (include examples) why did you believe these would be effective?

My group and I, decided to try and use as many persuasive techniques as possible to make our pitch as persuasive as can be. Some of the techniques we include are:

• Rhyme- "well oh boy, its time to eat that toy!"
• Triplets- "no harm, no mess and no, no yes"
• Humour- we aimed to make the audience (company) laugh, to assure their attention
• Association- we linked the ice cream to the dippin dots toy
• Maybe- we made suggestions about how each target audience would feel about this product
• Rhetorical questions- "have you ever witnessed your child attempt to devour this believed toy?"
• Direct address- we spoke directly to the company we presented to
• Scientific evidence/ statistics- we included the conclusions about some studies that looked into the views of kids channels 

How did an awareness of audience and context influence your overall approach to this activity? 

For us, we had a couple of target audiences instead of just one, therefore we made sure to explain how the marketing ideas would be perceived from the 2 points of views. For example, for the marketing idea, one of our picks was a tv commercial on disney channel. We stated that we would ensure that its very visual and factual as well; this is because the children will be persuaded by the visual aid, whereas the parents would be persuaded by the factual information given. 
  
If you were to complete this presentation again, what would you do differently in terms of content and preparation? 

Next time, we would assure that we are 100% ready before we took the stand. Also, we would assure that the entire group was involved in every section, instead of splitting up the sections.

Rhetorical Analysis- #WEAREJORDAN: Drake

Drake uses an anecdote to explain his very first experience with a pair Jordans; he explains that he "will never forget it", as it was a gift from his father- this creates a feeling of compassion, as it suggests to the reader that perhaps these shoes can create memories that last a long time.
The audience for this advertisement are more likely to be males who have interest in basketball or males who idolise Drake, as, if someone is your role model, you are more likely to imitate their behaviour and try to identify with them; in this case Drake feels very motivated to go on stage and perform- with a pair of Jordans.
Moreover, Drake states that a pair of Jordans "promote a winning mentality"- this is very persuasive as it can urge the audience to purchase them, believing that they will have a higher chance of winning, with Jordans on their feet.

Ethos: Drake is the speaker in this advertisement; people are more likely to listen to his opinions, as he is worldwide known singer/rapper.
Also, this advertisement is posted on Jordan's official youtube channel (with the verification tick), suggesting that it is a legitimate advertisement
Pathos: Drake uses emotive language when he mentions that his father was the one who bought him his very first pair, this is emotive, as anytime anyone mentions their family, it leads to the reader feeling sympathetic
Logos: Jordans are extremely popular shoes, many celebrities have stared in advertisements for Jordans, meaning that they are most likely very high quality shoes

Letter to the Editor

To Editor,

Firstly, I would like to state that I do not agree with the statement "textspeak is eroding hard- learned skills in such basic areas as spelling and grammar". Why? Because studies have shown that 'txtspk' in fact is expanding children's dictionaries as it exposes them to a variety of forms of the English language, therefore they are able to witnesses the different ways English can be used and this is in fact beneficial to them. In total, over 3 billion have mobile phones (that's almost half of the Earth's population!)- so how can we expect everyone to get rid of their phones, to 'protect' themselves from txtspk as it 'erodes' their language skills- we can't, because this is false. People in general tend to look up to people who are higher than them in the social hierarchy (e.g. royalty), therefore if you try to tell someone that only 'uneducated' people use txtspk, they will disagree with you. But why? Because Queen Victoria did txt spking and that will definitely be a point of argument that they may use.
I believe that this article uses a large amount of hyperbole, because I am quite sure that children are NOT 'in danger of growing up with limited vocabularies', this is not life-threatening.
Texting is something that is essential is people's lives, it is there as a form of communication and for passing information to others and I know that many of us like to cut down on things that could be time-consuming, so that's why txtspk was created- it's not there to determine how educated we are.
Yes, there are people out there who do not form a line between the way they write in class and the way they text, but these people can not be generalised to all of us.  Also, txtspk is not a whole new language, it is simple the removal of vowels and unnecessary letters from ENGLISH words.


If texting is THAT bad, then why was it created in the first place?

Yours Truly,
Reem Abusin
Street 274
Dubai
12/10

 Source: http://www.dailymail.co.uk/news/article-2587824/Twtr-Its-not-majorly-...her-condemns-text-speak-eroding-schoolchildrens-language-skills.html

Interview between J Cole and Billboard 

Hello J Cole, it's great to have you here with us today. We wanted to ask you a few questions about your latest album Forest Hills Drive. So, what is the meaning behind the album title?

Aye, what's up! I'm glad to be here, myself. Well, like y'know for dis title, I di'n't think much bout it cause it just came to me. I just wanted to like write smo'ing that was personal to me, like y'know sorta like a diary, but music diary, ya feel me? Well dis title is actually the name of me, my mamma, bro and pap address when we was growing up. Actually, the same year that I was writin the album, I bought out old house, because it holds our memories and all, y'know.


Oh really, that's amazing! So is the album's like the story of you growing up?

Yeah man, dis album is me tryna tell ma story to all them peeps who be going through the same thing, cause I know that all my homies from NC still ain't get out, like if you aks me where all my brodas at right now, I'll tell you that they at NC because I was the only one to get out- see this was an advantage because we got the dough when them other niggas di'nt. We was the only ones that got out, all them others trapped. Once you leave you ain't never going back. But I wrote dis one for all them homies, to show 'em that eventually one day they gonna be out just like me, nobody gonna stay in NC forever. If you got a dream then you gon achieve that dream, long as you put in that work.

What made you re-buy your childhood house, if it was so bad?

Man, I di'nt buy this house for them dollas (laughing). I bought it hopin that a new fam can live in it fo cheap and hopefully they follow them footsteps in life like me, y'know maybe it was the house that got me the good luck hahahah.

You recently realised a video called G.O.M.D and there was a lot of confusion about the meaning behind it, can you please explain once and for all what the actually meaning behind it is?

Yeah, so many people thought that dis video was about racism- it ain't not completely. It's more to show dat we all need unity and togetherness y'know because we [the black community] know all about oppression. But today, there be different levels of racism within our race. I'll explain, you only be 'in the block' if you got a story, y'know like a drug story or some gangsta story, like people only f*ck with you if you a "real nigga" and if you say som'ing like “What’s up fellas!” - they be looking at you like you some low standard nigga, where in reality we all low standard (laughing)

That'll be it for today. Thank you very much Jermaine for being here

Peace!

"Language shapes our identity, but doesn't define who we are"

First off, I am going to start off by saying that language is a form of communication- its a complex system of vocal signs (made up of patterns, rules and connecting elements), which humans communicate through, however it is not the only way of communication, but it plays a huge role in that. Moreover, our identity is who we are, not what we speak. The language we speak may help shape our identity, but it may or may not define who we are. 

Many people could argue that we need language to be able to get through our lives, because many believe that we are brought into this world as linguists- from the moment of birth. An article published on TIME.com (Understanding how the brain speaks 2 languages) stated that when humans are born, they produce a babble made up of hundreds of phonemes from hundreds of languages; this will lead their parents to react to phonemes from their native tongues and later on the baby will use and repeat the selected phonemes. This supports the idea that language shapes our identity, as it helps others identify as a certain nationality. As I said in my previous blog, our 'native' language relates to the country we originate from, not who our parents are or who we may turn out to be in the future, thus this reinforces the idea of language shaping our identity, without defining who we are.

On the other hand, some people may believe that our native language is not extremely beneficial, if it's the only language we speak. This is because, studies have proven that bilingualism and multilingualism could lead to intelligence. There is also scientific evidence supporting the theory stating that bilingual brains are "better functioning". It has been proven that they cope better with diseases such as: alzeihemers;  However, there are disadvantages, as well as advantages, of bilingual and multilingual brains. Some studies have found that bilingual children has a smaller vocabulary than monolingual children- this could be because their of their parents' mixing of words, which leads the children to confusion. This may lead some individuals to think that the number of languages we are able to speak define us as either more capable or less capable, in terms of the strength of our brain.

Personally, I both agree and disagree with the statement, above the page. Firstly, language HELPS shape our identity, however it does not have the ability to shape it on it's own. Also, I believe that language CAN define who we are, because in some cases, it can label our brains as either 'more capable' or 'less capable', while the language we speak doesn't have the authority to label us, without any solid evidence. Overall, the above statement has a large amount of for/against arguments. This is because, our identity may change, depending on the moment and the situation, therefore many people don't have a set identity.