#triggered

After watching the Tyler, the Creator Mountain Dew commercial, I was confused. Was I offended? Yes. As a person of colour and a woman, I didn't appreciate the manner in which both groups were depicted. Although many argue it came from a comedic aspect, when it comes to such sensitive topics comedy is merciless.

Many people like to create such content to help spread awareness; this can sometimes be found in mediums such as the theatre of the oppressed; maybe even in films, music, or stories. But to take such matters and release it to live National television in which people have not chosen or given consent to display such content in their homes. Television and other forms of mass media have an influential power on children, sharing such topics could lead children in the wrong direction and falsify their perspective on the world in a negative manner. Moreover, this could trigger many victims of bigotry or abuse.

From a technical perspective, Mountain Dews company has probably received more backlash or boycotting as opposed to persuading the audience into purchasing their product; in which is the companies initial aim.

It is times such as this where people must learn to draw the line. What is the difference between satire and injustice? As an audience member, I cannot accept where the idea was derived from, although I am aware that it comes with comedic intentions, industries with such great influence and platform should not be tolerating the inhumane behaviour. Personally, I believe that it is a moral duty to stray from bigotry. Therefore I don't understand why there might be an exception for the media industry. There mustn't be a double standard, especially when it's in the hands of such influential corporations.

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The advert targets American smokers; this advert seems to date back to the mid-1900’s. As stated on the symbol “ A lucky strike for all America, Buy U.S. defence bonds.” Thus indicating that the advert was made and published during a war (presumably the Second World War), considering they are advertising U.S. defence bonds while also incorporating an image of a marine. Moreover, this advert’s colours depict the colours of the American flag, thus allowing the viewer to associate it with their home country. This symbolism is relevant considering it was a time of war in which always creates a sense of patriotism within the nation.

This advert aims to persuade its audience to buy lucky strike cigarettes. This is presented in the persuasive slogan stating “ Be Happy- Go Lucky!” in addition to that the advert includes different texts that make persuasive claims such as “ Luckies taste better than any other cigarette”. Insinuating that this is a friendly and encouraging advert. Moreover, it is displayed through the sailor on the right-hand corner of the image, giving the audience his thumbs up. Linking back to Ethos Rhetoric, the U.S. Marine is credible and trustworthy, and the portrayal of him looking as though he’s enjoying the cigarette ultimately persuades the audience to purchase or favour this cigarette brand over others. It is a relaxed image that looks inviting, due to the scenic setting of a picnic at the beach.

The advert targets those who smoke while using sex appeals to sell the product. Evidently, in this image, a man is managing to gain a woman's interest through the packet of cigarettes. With the interaction of the man and the women, it shows how by purchasing the cigarette, it will attract women to converse with the man to ask for a cigarette. This gives us insight on the values of the society. This image targets men and allows them to presume that material objects could help them gain the attention of other, specifically ones from the opposite sex. Although the woman is standing above the men, it is very much plausible to understand that the woman is just as much an accessory to the male as the cigarettes are. Another point that is emphasised in this advert would be the importance of social approval and conformity, through the Marine's hand gestures, that are understood as an encouragement to the male in the advert, and projected towards the targeted audience as well.

This advertisement adequately reveals the cultural characteristics of their time, through exhibiting the societal norms and expectations that come regarding relationships. Overall, the man’s stance and ability to draw the woman in through the simple act of waving around a box of cigarettes all the while sitting down showcases how woman were portrayed as accessories or a trophy in this historical and social context. This ultimately depicts that in this commercials context, the man is empowered whereas the woman is marginalised as a trophy/side chick. Thus allowing us to understand the context of the social norms and gender roles within this time period.

The Pitch (Reflection)

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

In our presentation, we explained that the advertisement would employ the Bandwaggon, Humour and Logic appeal. While doing so, we also exercised humour and logic appeals to the company we were trying to persuade; this was done to exemplify the type of advertisement that we would create. The appeals we had unanimously chosen would be the most effective appeals, considering that the bandwagon appeal allows the audience to be content when it comes to affiliating themselves to the programme we have in store for them. Due to the interactive pathways that this product would create for the targetted audience. Moreover, the Logic appeal would help target the viewers need to achieve. Whether it be obtaining a healthier lifestyle, new social activities, or even an escape from day-to-day routine. The use of these appeals were the most powerful techniques; for humour draws in the audiences attentions while logic and bandwagon appeals manipulate and persuade them.

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

To allow our audience to be intrigued, we consolidated effective techniques such as humour, great vocabulary as well as expressing logos through a cause vs. correlation strategy. We also tried our best to associate the audience with the advert, and product at hand. As a group, we had come to the conclusion that consistent association between the two would help display our data of the bike share programme. Thus allowing us to sell our advert and product to the audience, by describing our overall methods. This was done with the intention to emphasise on the spokespeople charisma, linking us back to pathos and allowing an emotional connection. Psychology's Sociocultural Levels of Analysis have proven that a friendly relationship between to business dealers, a seller and buyer could enlarge the outcomes by more than 50%. Therefore we intended on exaggerating our commitment towards the product and towards the "buyers" to help boost the likelihood of success. 

Cause vs. Correlation was used to help convince the audience that the advert/product that is something they need to enhance their lives significantly. Therefore we had insisted that the cause of high diabetes rate was because we do not have a bike share programme. In which could be rendered as hyperbole. 

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

Maintaining an awareness of the audience and context was very influential, as it allowed us to manipulate the targetted audience through the understanding we have of their social, literal and physical characteristics. Most importantly, it enabled us to enhance our technicality, as we were provided with enough information to make emotional, lifestyle and health connections between the buyers and the sellers. We had also manipulated the audience into solely foreseeing the positive factors that come with our presentation and product. We took to our advantage that the presentation was in fact completely one-sided and completely disregarded any questions or refutations, allowing the audience to commend our overall presentation. We avoided mentioning any negatives such as the weather of the context, in which came to our benefit as salespeople. 

If you were to complete this presentation again, what would you do differently regarding content and preparation?

After watching the other groups, I was able to pick up many things that we could have done to extend our success rate as an "advert company." Initially, I would increase my preparation time and rehearse the presentation. Although, as a group, we were able to transmit our ideas to the audience, I would have preferred to ensure little to no mistakes and ultimately articulate ( and if it weren't a stretch, I would have preferred to present without cue cards considering it was such a low content based presentation). But overall I would state that our group was able to perform very successfully under such a time constraint. Furthermore, I would have liked to be able to make simple additions such as repetition and making catchy phrases to help enhance the memorability of our product. 

Christy Turlington's Maybelline advert for 'The Eraser'

Maybelline New York is a renowned beauty and make-up brand in the cosmetics industry that was founded a century ago, 1915. They are also notorious for using celebrities to endorse their products. This tactic is used to give the audience a source of credibility. The brands time in the market alone is enough credit to gain their targeted populous’ opinions, but to enhance their appeal in this advert, the supermodel Christy Turlington is used to instil a source of authority within the audience. The American beauty is known to be a part of the Supermodel Trinity that is comprised of Turlington and the models Naomi Campbell and Linda Evangelista. Thus giving the demographic faith in the fact that this product is worthy, considering its endorsed by a supermodel splendour in which has an immense experience in the cosmetic world.  This approach is known as Ethos, where the basis of a form of argument is of authority and credibility. The supermodels’ celebrity and cosmetic authority are made use of in this advert; consequently, the brand/product has gained the trust of a vast demographic. A demographic by which desires the beauty and confidence that supermodels achieve throughout their careers. Therefore the brand is using Pathos, through the motivational and emotional appeals that come with using a model spokeswoman, moreover driving their business on the audiences’ craving to be prettier, ultimately endorsing their product: a concealer. That allows many people to gain confidence as they grow into their wrinkles, dark circles and discoloration.  This brand uses a form of logic, facts, and figures as a campaigning technique thus instilling statistics in the commercial. Such as the fact that the product had undergone 7 years of research prior to its making, as well as the fact that it has 3 varied patents, and emphasizing the fact that it is a super-concentrated treatment in which is made of natural products such as goji berry and that it features the technology of a micro-correcting applicator. This brand makes claims that are supported by logic that consists of logic and prior research. Overall, this business has an awareness of the effects that rhetoric approaches to commercials, has on their targeted audience. They have studied their demographic and understand the insecurities that within it. Making use of resources such as research, and the correct spokespeople, time and time again. Ultimately winning over their audience through the use of Ethos, Pathos and Logos in persuasion.