Advertisers use many techniques related to the composition of imagery in conjunction with lexical language within the copy (the actual text) of the advertisement to sell a product to consumers. Examples of methodology commonly found include the Bandwagon effect, Appeal to…Fear/Authority, Endorsements / testimonials, Problem -> Solution structure and Shock Advertising. All of which entice consumers to subconsciously develop an interest in products and services and to therefor by their products.
Initially, we had a close look at Crazy Rich Asians; posing it as a representation of the southeast Asian lifestyle. On one hand, this movie can be seen as a terrible representation for the majority of Asian culture, or it can be seen as finally a start to Asian representation in the prevalent mainstream media. But no matter how we look at this dilemma, it can be said that universally, context affects representation. It is only because many of the Asian backgrounds have felt marginalized or under-represented that they were placing such high hopes on this show to be focusing on empowering others or giving an accurate representation of Asian culture. From another perspective, it can be instead seen as a great benefit to the Asian ethnicity being able to receive a larger premise within the mainstream culture; A method of empowerment to those who feel they need it the most.
Shortly after, we began to analyze advertisements, particularly impacting society’s attitudes towards gender stereotyping and expectations. One source which we first looked at was ‘Killing Us Softly’, a film series analyzing how advertising has had adverse effects on gender and the dominant discourse held towards gender norms. Kilbourne’s argued that advertisements strongly influenced society, selling what is considered valuable, and therefore what expectations and mindsets to hold against our surroundings. Furthermore, from a brief look at the advertising industry, a woman is frequently subject to excessive sexualization & objectification; Woman is presented as a flawless creature, setting an impossible image of an ideal. Thus creating an ideal that many compare themselves to, but is simply not possible. This is simply the ‘tip of the iceberg’, as advertising has deeper implications, not just regarding women. It has created an excessive latch towards stereotypes of the past and causes the mainstream to internalize a destructive lens on the world.
Analyzing advertisements requires considerations towards the context and implications towards society of that period in time as well as today. From a macro-scale, the 3 key areas to think about are its time, purpose and audience.
That red lipstick and nail polish were seen as something women did to appeal to men and be sexier/ held deeper implications of seduction in the 1940s than in the present day. Though they are still associated with passion and love in contemporary views, we no longer place such significance to it. Despite the declaration that we as a society have become more progressive, sex as a method of appeal has remained prevalent and along with this a continuous internalization of the prevailing dominant discourse.
Another controversial advertisement we looked at was Hardee’s. They are known especially for the sexualization of women in their advertisements and even in the 2010s. One explanation for why they continued to do these advertisements was that they were incredibly successful campaigns and attracted many customers. In this specific advertisement, one example of a deeper implication could be its mocking attitude towards contemporary feminism and includes a sense of irony.
Eli Rezkallah’s ‘In a Parallel Universe’ is a gallery of fictional images, each a satirical parody of advertisements from the men dominated the world of the 20th Century. Rezkallah utilizes the retro style of advertisements, but instead reverses the role of the binary male and female role, highlighting the intense sexism of the past and potential controversies that still remain in today’s culture. This is especially effective due to the intertextuality of each image, suggesting the subversion of the advertising industries and how the climate of the advertising culture in today’s society still requires lots of change.
Great Darius. Very comprehensive.
How do you think small details (such as the girl wearing pink, the high-heel shoes etc.) contribute to overall meaning in Rezkallah’s work?
Rezkallah uses certain details to bring to question certain aspects of society, such as being heteronormative and normalizing gender binaries. These specific details might hold contradictory to the gender role reversal, yet when brought to the context of today, it shows just how there are many things in society we need to change. No matter how much we feel we have been progressive in our ideologies, small details like gender roles and heteronormative-ness is still prevalent in the values of people and shouldn’t be simply accepted.