Stereotypes vs. Morality

As a 2015 blogger, it appears to me that advertisements have drastically changed their morality when it comes to using stereotypes to persuade their products. Recently I analyzed an advertisement as practice for our Paper 1 exam, which exposed a cruise called the 'Big White Fleet' with pictures accentuating white wealthy people. It specifically targeted the elite class as the ad reads 'First Class Only', implying that the upper American community is only worth this trip. The ad was published around mid 1900s, which explains the prejudice appearance and intention of the ad. Discrimination was a huge issue at the time, especially in America. Although we have had thousands of campaigns, awarenesses, speeches, and multiple other attempts to dissolve discrimination socially and mentally, it has regained its superiority amongst society. Who to blame? Mass media. People are able to access forms of media where ever and whenever they want. It has become a whole other world to unceremoniously vent your heart and soul regardless of who you might offend. Media yield wonderful impacts on raising awareness, to show understanding and empathize with world issues, however like anything it has a down side which cannot be controlled nor ignored. In context to this blog post, advertisement are part of media and have a great amount of power to grasp the way people think and feel about certain groups in society. If the advertisement exposes a certain ethnicity to be superior, the opposing ethnicities might be offended or upset. This can influence the viewer to indirectly categorize society in diverse social classes or judge people's cultural beliefs based on what the advertisement is conveying.

Print Ad Analysis

For this task, our table group was assigned a 20th century Marlboro advertisement. Back in those days smoking was seen as a social and public custom, which wasn't seen as unhealthy. Indeed, it was a fancy habit that targeted all generations and there were cigarettes especially designed for women who wore red lipstick. The mouth pieces of the cigarettes would be filtered with red, which could blend in with the red of the lipstick. Adding such details to cigarettes, implied that the production of Marlboro would increase to female consumers. As smoking was seen as a mans stereotype, the "red" addition to Marlboro now advertises for both genders, developing the act of smoking as more seductive, especially due to the erotic color red. This completely changes the value of smoking, as it has not upgraded to a "luxury" product that connects men and women, possibly increasing the need to belong and intimacy.

The woman on the foreground of the advertisement is empowered due to the fact that the man figure is lighting her cigarette for her. The message that this action conveys is that the female consumer attracts male attention and therefore advertises the establishment of new relationships due to smoking. By ignoring the mans dominance is this advertisement, it loses its stereotypical recognition thereby placing smoking in a different perspective, which now attracts both genders. The advertisement is trying to expand on its consumers by empowering the female figure. The mountain ranges in the background play another role in empowering Marlboro as a brand that sells products as "a luxury in smoking unmatched by any other cigarette." It implies that smoking coincides with health and a happy lifestyle. It increases the image of smoking Marlboro as an "enjoying" and "superior" habit in comparison to other brands. It enhances its exclusivity and attracts the interest of those who want to smoke "better in every way ... throughout the day!"

Adverinfotainment

This video consists of an advertisement for Nespresso, represented by the popular versatile George Clooney, known for his successful career in acting, producing and screenwriting. Since the first launch of the Nespresso campaigns including Clooney, coffee has never been so seductive in attracting female coffee consumers. The success of Nespresso has considerably intensified the significance of experiencing a ‘outstanding’ coffee. The advertisement clearly highlights the intended audience by suggesting that those who drink Nespresso are mature, elegant, fresh and elite class. Especially the setting and atmosphere are portraying the feels of a ‘rich’ coffee, indirectly referring to the wealth of the people in the advert. Using George Clooney, one of the most privileged men on earth, is a smart tactic to give the intention to those who drink Nespresso that they’re George Clooney. Due to the superiority of females, the advert also points out the coincidence of coffee and women. This message in the advert is interpreted through the following display; women get Nespresso coffee to belong to an elite group of promiscuous house wife’s waiting for men like Clooney to offer another one. But at the same time it’s a coffee that is sensible and offers quality time amongst one’s self: “Experience the quality of Nespresso and you’ll let no one compromise your pleasure.” To conclude, Nespresso is a privilege due to its representative Mr. Clooney and provokes the imagination of Nespresso consumers to feel indulged and potent, especially amongst women. 

 The ethos in this advert are notably appealing to the authority of Clooney’s character and his relationship to determining the quality of good coffee. Therefore the credibility of the advertisement has increased, in other words using a famous person to represent an advert results in a more persuasive image.
The use of pathos is very much present in this advert and contributes most to the persuasion powers of the Nespresso campaign. The setting and characters in the advert are elegant, the exceptional location and the sensible gestures all provoke an emotional response to the intended audience. The viewer is triggered into the seductiveness of Nespresso coffee and will now belief in the conventions of drinking it. This includes feeling empowered and sensual.
Lastly, the logos spotted in this adverb suggest that for the perfect coffee experience, you need to drink Nespresso because you will feel privileged and meet famous people who will then offer you another drink. This, seen from a logical perspective, can be effective as people will actually be triggered into going to the Nespresso shops and buy the perfect coffee because the ad is globally presented, meaning more Nespresso consumers who will be there too. However, much more logic than that can’t be spotted in this advert, that’s why they focused more on the pathos.