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Bic Ads Analysis Essay

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In 2015, BIC released a contentious, controversial advertisement, that has engendered outrage, and vexation among a multitudinous number of women in South Africa. Bic is a, “family-owned company and a world leader in stationery, lighters and shavers. BIC has honored the tradition of providing high-quality, simple, inventive and reliable choices for everyone, everywhere, every time, adapting and developing its products to the changing needs of consumers.” (Bicworld). On the date of August 9th, a widely known national holiday is being honored with unique festivities, paying homage to a women’s valiant, and powerful character, best known as South Africa’s Women’s Day. The advertisement image shows a very bright, vibrant background, a woman of African descent centered at the right side of the image, gleaming, and dressed in business attire. …show more content…

Furthermore, the bottom left hand corner of the advertisement includes #HappyWomensDay, while on the right side, the BIC logo is displayed. Unquestionably, the advertisement has caused uproar given that instead of empowering, and honoring the brave, intelligent women of Africa, it has completely insulted and mocked the character/ qualities of a woman through Ad Hominem Arguments. That being the case, the ad being analyzed has shown, and projects an appalling, and wrongful depiction of women using bandwagon appeals, insinuating that all women, in order to be considered intelligent and bright, must begin to think like a man. Moreover, hasty generalization was also exerted in the image, where the message read look like a girl, act like a lady implying to women that they are only attractive, and appealing if they remain youthful, and well

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