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Airbnb Persuasive Ads

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Group #10 Jaleesia Fobbs, Lindsay Hovland, Skylar Windholz Airbnb’s “We Accept” Airbnb, a large conglomerate company that specializes in enabling people to rent or lease short-term lodging was founded in August 2008 by Brian Chesky, Joe Gebbia, Nathan Blecharczyk. In 2016, the company broadcasted a campaign titled “We Accept,” which projects a welcoming community in their company. The ad was shown on billboard's, YouTube, Instagram, Twitter and during the 2016 Super Bowl. Brian Chesky, CEO of Airbnb tweeted about the campaign and how quickly they worked to achieve the company’s goal (Bercovici). Displayed on the screen is close ups of men and women of every age and gender with lettering across their faces. One of the main messages displayed …show more content…

For example, their ad shows the convenience of their service and how it fits into the lives of ordinary people. It doesn’t target a specific group, like the elite, but instead tries to reach out to everyday citizens. In addition, this advertisement is an example of the association principle which is a “widely used persuasive technique that associates a product with a positive cultural value” (Campbell 367). While some may think Airbnb created this thoughtful advertisement by conveying how serious the company takes discrimination, it was simply a PR stunt. Due to a series of reports alleging racism amongst the company, Airbnb took the advantage of creating a better image for themselves. During August 2016, Airbnb had an issue with white supremacists reserving lodging following the deadly protests in Charlottesville (News). The event was “the largest hate-gathering of its kind in decades in the United States,” but Airbnb removed the users associated with the rally soon after (Park and Boyette). Even though the company tried to come back from this, many people of color were outraged, specifically, many African American “users shared their frustrations, saying they had been rejected by hosts on Airbnb because of their race” (Park and Boyette); resulting in the reason for the “We Accept” message. …show more content…

2017. Airbnb. “Community Committment | Airbnb.” YouTube, YouTube, 13 Dec. 2016. Bercovici, Jeff. “What Was a Response to Airbnb's Own Discrimination Problem Is Being Spun as Airbnb's Protest against Discrimination. How Cynical Is That?” Twitter, Twitter, 6 Feb . 2017. “Diversity and Inclusion (2015).” AdCouncil Johnson, Gregory. “‘We Accept’ – Airbnb Super Bowl 2017 Commercial – Diversity and Inclusion.” ResourcesForLife.com, 7 Feb. 2017. News, Fox. “Airbnb Bans White Supremacists from Using Its Service after Charlottesville Protest.” Foxnews.com, Associated Press, 16 Aug. 2016. Park, Madison, and Chris Boyette. “Airbnb Removes Users Tied to White Nationalists' Rally.”CNN, Cable News Network, 9 Aug. 2017. Roberts, Jeff John. “Airbnb's Super Bowl Ad Is Not What It Seems, Critics Say.” Super Bowl 2017: Airbnb Ad #WeAccept Is Not What It Seems, Critic Says | Fortune.com, Fortune, 6 Feb.

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