Submitted by TEPF Volunteer
Advertising has such a deep and profound
effect on its viewers, despite their level of awareness. It can convince us not
only to buy products, but to believe the philosophy, principle, or idea. It can
tell you that you are too fat, too ugly, too slow, too smelly, etc., and that
you need this product to be beautiful, desirable, intelligent, athletic, etc.
Our society often focuses on negative ads and will use extreme examples from
fashion labels that show women being objectified, dissected, ridiculed, or
spoken down to, let alone racist, ageist, and ethnocentric. Sadly, those
examples are plentiful, as explored in the film and follow-ups, Killing Me
Softly by Jean Kilbourne. Luckily, there are some ad agencies with more
positive messages.
My ad was found in the Time Magazine
December 31st issue. It is for the Susan G. Komen for the Cure Foundation
and features four women standing with arms crossed in front of a dark backdrop.
The camera slightly angled up, giving the women a sense of power. The women are
dressed professionally, but plain clothes. The body language of crossed arms
and smiling faces expresses confidence. The women are between the ages of 30 –
40, which is also the target audience of the ad. The print on the ad suggests
the women are support systems for each other during cancer treatment. The ad is
selling the idea of the foundation doing positive things and suggesting the
audience to donate to them. The ad has a positive message of hope and strength.
The women pictured are not stick thin, but are all of a healthy, average
weight. Although their wrinkles and imperfections are all photoshopped out, the
ad displays a picture perfect version of a successful cancer survivor.
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