Consumer Behavior

Agencies need to analyze consumer behavior to really predict how successful a product might be. If we can target a specific audience we can understand how they would find a certain product useful. For example, the evolution of the iPhone has transformed the cellphone industry. Smart phones make everything so easily accessible, ipod, phone, email, internet, and more all at the swipe of your fingertips. Newer developments that make life more convenient is what draws people to them making it worthwhile to stay in line for hours or even days. Advertisements for the iPhone were so advanced and intriguing influencing more hype on their products. People are captivated by Apple and their new products and to remain as the boss in the industry are always three steps ahead of their imitators. Apple squashes the competition and allows free updates and downloads of over 100,000 apps available through the internet. Soon these products are available everywhere and companies who imitate the boss only make the product even more appealing. 

Ad Agency

I'm not familiar with many ad agencies but one that really stood out to me was GMMB impacting issues of today. Designing innovative campaigns to help reduce societal inequality changing government policies or reshaping norms of our daily surroundings. Engaging passionate individuals who share the same dream of social change. I think this would be a great agency because we share the same values. I've always wanted to do work with a non-profit because when I was growing up I was really involved in the YMCA in San Francisco. Since I came to college I haven't really taken the time to show my appreciation for all that they have done for me, the Y really instilled the morals I have today. This only motivates me more to work for another non-profit and spread the word about developing process towards progressive change.

South Park

Tv show or movie characters/ethnic stereotyping: South Park is a satirical comedy show that exaggerates stereotypes or celebrity characters on television. Everyone knows that the creators of this show enjoy making fun of controversial issues so the public can laugh about it. Racial stereotyping is still alive and prevalent, especially on television where you can see. In this show there’s different characters with identities similar to their stereotype in actual society. Somehow South Park found a way to turn issues and racism into hilarious and outrageous programming so that we can enjoy it even though we know it still exists. I’m not saying that it is okay for them to display racial matters so publicly and shamelessly, but I think its important to have something that shows a different perspective. Going into a deeper analysis the characters on the show are all across the board. There’s one black character named Token, ironically the “token” black guy that goes to school. Kyle plays the Jewish boy with parents who enforce Jewish traditions that you might be able to catch in certain episodes. A friend of Kyle named Eric Cartman is constantly scrutinizing him for being Jewish sometimes harassing him by saying he’s cheap, literally saying “Stop being a (beep) Jew”. We’ve accepted these stereotypes as they are within our society. 

Racial Stereotyping

This is a video I stumbled upon that caught my eye that shows an interesting perspective of racial stereotypes presented in commercials. Right off the bat I could tell that this was an international ad, all the actors were Asian which I'm not used to. I think this might be a commercial that might be aired in Thailand specifically. One of KFC's many racists commercials, this video shows that all around the world people still view a specific group the way they are stereotyped by society. Focus was on the black girl on her way to school, she looks uneasy like she doesn't belong. It shows a scene where the girl is attempting to eat noodles for lunch but she can't pick it up with her utensils. Clearly stating that black people can't use chopsticks or adapt to the traditions of another culture. A classmate notices the little girl's distress and takes her to KFC where they're filmed eating happily away. Why did her classmate assume that she would enjoy KFC more than the food that they provide at school? These are views depicted by our society that advertisement agencies are trying to enforce and promote. Honestly I think a little racial stereotyping in commercials can be light hearted and funny like the Dorito's example shown in class. 

Gender Stereotype Group Discussion

1. The first commercial is a little girl playing in a life size kitchen set (I remember these commercials use to be super popular when I was growing up, I always begged my mom for one!).  But commercials like this target young women to manipulate them to think that women are only confined to the housewife stereotype.

2. Negative stereotypes in this ad show that this society still believes that women are only useful for cooking and cleaning. Women are not the same tolerant individuals that have been portrayed in the past and will not stand behind the shadow of men. The ad could have included a little boy maybe playing with the girl in the dollhouse. But that would not be socially acceptable because boys are not allowed to play with dolls because those are girl toys. When children are born they've already had their gender decided for them despite physical characteristics, their parents teach them how to dress, act, what games to play. It gets me thinking about how children who might be confused about their gender identity feel pressured at a young age to be what society is forcing upon them.

3. This Diet Coke ad's focus is to show off this hot model who is mowing a lawn in front of a group of ladies having a picnic. I think its a weird way to promote more soda sales because it adds all this unnecessary fluff for entertainment purposes. The women are swooning over this model who ends up taking his shirt off for a Diet Coke. Ehh...

4. If roles were switched the women would be doing the mowing while the men sit on the grass. The men would be admiring the women and trying to get their attention.

5. There is always a blurred line or a double standard for women. Men are allowed to do things that women aren't. If a group of girls took off their shirts on television it would not be permitted but its alright for men to.

GENDER STEREOTYPING

         
Stereotypes are generalizations of what society defines as a behavior or opinion of a certain group of people. They may not always be correct but we must admit that they do exist. In our generation filled with technological influence, we are always exposed to advertisements that heavily rely on stereotypes to convey consumer messages. What I think is really interesting is the way that gender stereotypes has evolved throughout the years.

Here is an example of an old deodorant ad

 Even in the past advertisement targeted towards women had hidden implications that we were to be pretty and superficial to satisfy men. This ad is saying that if she isn't using their Heed spray deodorant then she probably won't be expecting another date because of "that".

Below you can see an example of a current Lynx antiperspirant

Stereotypes have morphed to become what our society believes to be true about men and women even now. The women is seductively posing in a kitchen with only lingerie on and pulling a turkey from the stove is from the viewpoint of men during this time period. Its ridiculous how demeaning this can be for women to see that this is the way we should act and portray ourselves.

Commercial influence on an audience can actively shape and mold their opinions about reality. As we become more and more intrigued by mass media we also need to be exposed in moderation. 

Semiotics

     The complexity of ads nowadays are much more intense than they used to be. Although they may be subtle, viewers often catch the message that advertisement agencies are trying to portray. Semiotics makes it possible to see how the public interprets the ad. 

     For example, this ad campaign featuring Katy Perry for some celebrity credibility. Women today are more obsessed with dieting and fitness. Pop Chips aim towards a crowd using this ad. I thought the captions were cute and pun-ny! But we see that these snack chips must be healthy and natural because there's "nothing fake about 'em". Snacking on these won't get you fat because its "love without the handles". A healthier alternative to junk food. 

     I love this Apple television ad because its so relatable. It brings you back to a place and a time when you've had to use Facetime to interact with a family member, a friend, or a special someone. The iphone maintains connections allowing you to see face to face at a time or a place where you can't be physically. We create meaning for the things we see on signs or in commercials. I think this ad does a great job of drawing you in and triggering a wide variety of emotions.

http://www.youtube.com/watch?v=iu1jHtf_oUc

     This billboard ad is creative in a visual aspect and also portraying that the beverage is irresistible. The 3D graphics suggest "Why not? Just grab a cold one"