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Comparing Two Advertisements

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Advertisement is found in a diverse range of places, from the most common such as television and magazine print ads. These different types of advertisements targeting a specific audience, and use a range of literary techniques, the purpose of an ad is to appeal to that target audience. Evoking the viewer or reader to buy the product or to give them knowledge about a certain subject that the advertisement is purposefully stating, giving facts or statistics with the facts. The two advertisements that have been chosen to analyse are an ad by UN Women, discussing women’s rights, and one by the Un-Fair Campaign that promotes anti-Racism with the language techniques and words used to make awareness. Form: Stylistic features of an ad and how it …show more content…

For example, in some ads, it is to promote a certain product to buy or an event to buy tickets for. There are other purposes to create an ad, including entertaining the target audience, or to inform, which both of these ads include, along with conveying messages. The ad is giving a powerful message to the viewer, promoting the need for women to be equal and have equal rights, with the text below those on the woman’s mouth in this picture “women need to be seen as equal.” It reveals the widespread prevalence of sexism and discrimination against women. The need for recognition of this topic and something that it is focusing on. Additionally, the repetition of “women need to” creates the power it needed for the ending sentence of the text to make the message stick in the viewer’s mind. The purpose of the unfair-campaign ad is to promote the unfairness of racism and how people perceive white people juxtaposed to that of the treatment of other races. How people are not giving the act of racism a second glance, and ignoring it, the ad develops this idea and directs your attention, using the words: “If you see racism, SPEAK UP. Break the silence.” Racism and sexism are two major problems in society that must be dealt with and gotten rid of, and advertisements like these are helping the cause by provoking …show more content…

The language used in ads create messages and persuade the viewer or reader of the advertisement. The message of UN Women’s ad is discussing women’s rights and the right to be equal members of society. The negative points in the search bar are what they are speaking against. The fact that it is on her mouth shows that these thoughts and words can silence a woman. However, they can stand up against them. The google search bar in the image is based off of 9 March, 2013 searches that contained the exposure of sexist comments and the denial of women’s rights, which is what this advertisement is based around. Despite there being only a few words on this advertisement, the message is powerful. It is going against the sexist remarks and beliefs. The image in the second ad is showing a man, with his statements about racism on his facial features. We see the capitalized words as the most important and the words that must be emphasized. The words that are displayed on his features are the arguments against racism and how it is wrong. These words state: “I am a white man. And you don’t see my colour before you see my face. You don’t judge me before you know me. You don’t fear me. You don’t secretly hope that I stay out of your neighbourhood. What you do is worse. You give me better jobs, better pay, better treatment and a better chance

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Kilbourne is aware of the varying viewpoints on these ads and seeks to be fair. She anticipated claims that she is reading too much into these ads and made sure to allow for more than one interpretation of the images. Furthermore, some critics point out that men are also objectified in ads. Kilbourne, again, reasonably acknowledges these critiques. She agrees that the objectification of anyone is not a good thing while still supporting her initial assertion that the objectification of women in ads is more harmful.

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Advertisement has been a way to sell products for a long time, but it may not always come off as the best way to promote a product. Companies will do some of the most outrageous things to their advertisements just to make their product shine. In the documentary Killing Us Softly 4, Jean Kilbourne, she talks more about advertising and the negative impact it has on society and the negative messages it sends people. In the documentary, Kilbourne shows how advertising distorts the image of a women. They highlight horrible situations to make their advertisement pop.

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Longaker and Walker identify how dehumanization effects emotion by discussing, “The Nazi pogrom, Jews were often made to do disgusting things—scrub toilets, relieve themselves publicly—to make them seem less than human and more deserving of cruel treatment and even mass extermination” (212). Similarly, advertisements can dehumanize individuals, like women, by portraying them in grotesque situations or environments. As a result, a society lessens respect for these individuals and creates a mentality that fosters abuse. Kilbourne tries to illuminate this issue by presenting various advertisements that are suggestive of women, and elaborates on the effects these advertisements have on society. For instance, alcohol companies tend to target women with advertisements like, “A chilling newspaper ad for a bar in Georgetown features a close-up of a cocktail and the headline, ‘If your date won’t listen to reason, try a Velvet Hammer’”

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