Contextual Analysis Essay
Amy Benitez
COMM 4330 Advertising Strategies
Dr. Terra James
https://i2.wp.com/milwaukeecourieronline.com/wp-content/uploads/2012/06/what-kind-of-man-preys-on-underage-girls-statutory-rape-baby-can-wait.jpg The purpose of this paper is to analyze the effectiveness of the ad campaign designed by the Milwaukee United way titled “Snakes and Rats” to promote awareness for parents on the issue of statutory rape and pregnancy concerning teenaged girls. The question posed by this print ad campaign is “What kind of man preys on underage girls?” Statistics reported by The National Campaign to Prevent Teen and Unplanned Pregnancy show that as of 2016, the teen birth rate was 20.3 births per 1,000 teen girls
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The immediate visual aesthetic created in the ad is established through the use of muted colors depicting a dark or ominous atmosphere promoting the feeling of the serious nature of the ad. As the audience begins to view aspects within the ad the most notable objects are the young girls and the creatures (snake & rats) preying on them. In both ads the girl’s expressions seem questioning or unsure which reinforces the idea that teenage girls are impressionable and need guidance. Print advertisements often employ images of humans whose gaze may be focused on an object or region within the advertisement (Hutton, 2011), the gaze of the young girl’s in this particular advertisement is directed towards the viewer or target audience being the parent making the expressions of the girl’s more impactful. The settings for the ads is a school hallway with grey or black lockers in the background; the girls are seen carrying their backpacks indicating what should be a normal atmosphere for a young girl but as the audience can see all is not normal. The most obvious element of the ads is the snake and rats representing the predator (older man), it is also important to recognize most people are fearful of snakes viewing the creatures as dangerous and rodents which are feared and viewed as diseased, supporting the ad’s message that parents should be aware of older men who prey on teenage girls. As the audience inspects the ad a correlation forms or the operation of connection, where the consumers inferences are directed toward how the depicted elements can be associated to create a link between them (Phillips & McQuarrie, 2004), the authors also explain, “A distinctive feature of advertising, relative to other contemporary forms of human
In a consumer-driven society, advertisements invade the minds of every person who owns any piece of technology that can connect to the internet. Killbourne observes that “sex in advertising is pornographic because it dehumanizes and objectifies people, especially women,” (271). Advertising takes the societal ideology of women and stereotypes most kids grow up learning and play on the nerves of everyone trying to evoke a reaction out of potential customers, one that results in them buying products. Another point made
Thus, we can assume that the audience itself, the members who believe in the content of ads and its sincerity, as well as, people who agree with the portrait of the women that is being created are the only prisoners in this particular situation. “To them, I said, the truth would be literally nothing but the shadows of the images” (Plato 868). On the other hand, according to the Jean Kilbourne, author of “Two Ways a Woman Can Get Hurt” what is not mention to the public is the fact, that many women from the very young age during the process of finding out the truth and being blinded by the “light” are fighting with depression, low self-esteem, eating disorders and sexual harassment. “I contend that all girls growing up in this culture are sexually abused – abused by the pornographic images of female sexuality that surround them from birth, abused by all the violence against woman and girls, and abused by the constant harassment and threat of violence” (Kilbourne
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
In Rereading America excerpts by Jean Kilbourne’s “Two ways a Woman Can Get Hurt”: Advertising and Violence” and Joan Morgan entitled “From Fly-Girls to Bitches and Hos,” both authors focus on gender inequality in America. In doing so they are trying to explain to the audience about the status of women in the men dominated society. Both articles discuss the violence and exploitation of women and demonstrate the power of media and the entertainment world based on our attitudes that influence our behavior as men and women. Both selections also make readers think about the current status of women in the society and the media’s role in a way of effective gender roles among society. Kilbourne and Morgan provide the different examples in their own ways to support their selections and ensure to make their essay successfully persuasive by demonstrating their point of view, while still reaching the same conclusions. Kilbourne takes a calm approach to explain to the readers how the objectification of women in advertisements constitutes a form of cultural abuse, while Morgan adopt a very aggressive way to express her point of view. Comparing Morgan’s tone with Kilbourne, Morgan’s aggressive approach might leave readers disinterested to read her selection.
Have you ever wondered where the saying, ‘a picture says a thousand words’, come from? Well, I do not know who came up with this fantastic phrase, but nonetheless, I will be describing and analyzing two different magazine advertisements, trying to put in words what I think the advertisers wanted consumers to receive when those potential buyers viewed their ads. The two advertisements that I chose, Caress and Secret, try to encourage female consumers of all ages to purchase their hygiene products. Although both ads, Caress and Secret, appeal to the same gender with hygiene goods, they differ in design, text, and message. They attempt to please the female buyer with color, texture, and sexuality. This makes it prevalent, that the agents must grab the attention of possible buyers in order to sell their product. The advertisers must choose a variety of marketing strategies to the reach their targeted consumers.
Living in the modern world full of people trying to persuade, sell or advocate for many different things people usually do not pay attention to what they are perceiving subconsciously. When viewing an advertisement like that of the Candie’s Foundation, whose mission is to create awareness of teen pregnancy and safe sex, cannot be overlooked because of the strong persuasion used in the Candie’s advertisement. Though there are many forms of advertising, the basic foundations of a good argument are ethos, pathos, and logos. This ad for Candie’s Foundation embodies all three of these basic foundations which makes the ad persuasive to the reader because it not only appeals to the viewer in an emotional way but also catches the viewers attention in an educational way because of the information displayed about being a “statistic”. Candie’s Foundation is a well known non-profit organization whose mission is to reconstruct the perspective of America’s youth about teen pregnancy and parenthood.
Analysis of an Advertisement We live in a fast-paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audiences openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement, you must use their product.
The birth rate among teens in the United States has declined 9% from 2009 to 2010, a historic low among all racial and ethnic groups, with the least being born in 2010; and in 2011 the number of babies born to adolescents aged 15-19 years of age was 329,797 (“Birth Rates for U.S.”, 2012). Although the decline in unwanted and unplanned teen births is on the rise the United States continues to be among the highest of industrialized countries facing this problem. This is a prevailing social concern because of the health risks to these young mothers as well as their babies. Teens at higher risk of becoming pregnant are raised at or below the poverty level by single parents; live in environments that cause high levels of stress (i.e., divorce, sexual psychological and physical abuse); are influenced by peers or family members that are sexually active; and lack parental guidance that would direct them to be responsible and self-controlled.
According to the March of Dimes, "nearly thirteen percent of all births in the United States were teens ages fifteen to nineteen. Almost one million teenagers become pregnant each year and about 485,000 give birth (Teenage 1).
The overall teen birth rate has declined by 16 percent from 1991 to 1997. “All states are recording a decline and it is the sixth year in a row that the teen birth rate has declined,” stated Donna Shalala, HHS secretary of U. S. Newswire. Although the birthrate among teens is decreasing and the percentage of teenagers who have had sexual intercourse is declining, it is a multi-fauceted problem affecting today’s youth. The government is taking in to consideration all possibilities and conditions with teen births to make an affective way to prevent it.
Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.
The Feminist Women’s Health Center explain that teenagers who are sexually active who does not use any contraception has a 90 percent chance of becoming pregnant within the first 12 months of being sexually active. Teens also become pregnant when contraceptive methods, such as birth control pills and condoms fail. In those groups of teens who become pregnant, more than one-third obtain an abortion, a forceful termination of the pregnancy through the removal of the embryo or fetus from the uterus. (Welton)
Though the teen birth rate has declined to its lowest levels since data collection began, the United States still has the highest teen birth rate in the industrialized world. Roughly, one in four girls will become pregnant at least once by their 20th birthday. In addition, young people ages 15 to 24 represent 25 percent of the sexually active population, but acquire half of all new STIs.
In 2012, 305,420 babies were born to females ages 15-19, resulting in 29.4 births for every 1,000 adolescent females (Hamilton). While teenage pregnancies were once considered normal and expected for young women to ensure lifelong stability, it is now considered a taboo subject. MTV's reality television show, 16 and Pregnant, which began in 2009, has popularized pregnancy among adolescent females. Glamorization of the subject has shown to be the top reason for the increased risk of becoming pregnant during adolescent years. Although statistical trends have declined over time within teen pregnancy, roughly 40% of females in the U.S. will become pregnant before their 20th birthdays, with 50% giving birth each year and around 45% receiving abortions (OAH).
B. Credibility: (history of your issue)”3 in 10 teen American girls will get pregnant at least once before the age of 20. That’s nearly 750,000 teen pregnancies every year. From 1990 to 2008, the teen pregnancy rate decreased 42 percent. A sexually active teen who doesn’t use contraceptives has a 90 percent chance of becoming pregnant within a year.”(11 facts)