MKT70018 - Controversial Advertisement - Report
Added on 2020-02-24
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Running head: CONTROVERSIAL ADVERTISEMENTS Critically Commenting on the Controversial AdvertisementsName of the StudentsStudent ID:Name of UniversityAuthor Note
2CONTROVERSIAL ADVERTISEMENTTable of Contents1a. Controversial Advertisement:................................................................................................5Dove Body Wash.........................................................................................................................5Trade Press Article followed:......................................................................................................7SISLEY Junkies...........................................................................................................................7Trade Press Article:.................................................................................................................91 b: Identification of Controversial Matter Raised by Stealth Marketing:..................................9Stage 2: Data Analytics.............................................................................................................10What role does data play in a modern agency?.........................................................................10How is data used in a modern agency?......................................................................................11Stage 3: Award Winning...........................................................................................................11Stage 4: Advertisement Category:.............................................................................................121.Social media ad...................................................................................................................12Journal Reading:........................................................................................................................152.B2B advertisement..............................................................................................................15Journal Reading:....................................................................................................................163.Not- for- Profit:...................................................................................................................16Reading on the Journal:.............................................................................................................184. Global:...................................................................................................................................18Journal Reading:........................................................................................................................19
3CONTROVERSIAL ADVERTISEMENTStage 5: Good versus Bad..........................................................................................................20Stage 6:......................................................................................................................................22Rationale:...............................................................................................................................22Message Section:...................................................................................................................22Editing:..................................................................................................................................22Reference:......................................................................................................................................24Appendices:...................................................................................................................................27Appendix 1:...................................................................................................................................27Dove Body Wash- Allegedly Racist..............................................................................................27Appendix 2:...................................................................................................................................28SISLEY Fashion Junkie: Allegedly Promoting Addiction............................................................28Appendix 3:...................................................................................................................................29Social Media Ad- BarkBox...........................................................................................................29Appendix 4:...................................................................................................................................29Ad Category: NGO........................................................................................................................29Appendix 5:...................................................................................................................................30Good ad- McDonald’s by Sean Click............................................................................................30Appendix 6:...................................................................................................................................31Bad Ads- Bay Watch.....................................................................................................................31Appendix 7:...................................................................................................................................32
5CONTROVERSIAL ADVERTISEMENTThe following paper is structured on the basis of the mode and implementation of advertisingthought process. There are different stages in the paper that begin with the identification of twocontroversial advertisements followed by the significance of data analytics. Different types ofadvertisements have been taken into consideration-i)Award Winningii)Social Media Adsiii)B2B adsiv)NGO adsv)Global Ads The paper ends with the recommendation of a revamp plan from bad to good advertisingportrayal. 1a. Controversial Advertisement:Dove Body WashAdvertisements on beauty products have always been considered as racist ones. Turningfrom black to white has been of real importance for the beauty products that targeted customerswith not so fair skin. This advertisement of Dove has raised many controversies regarding thedefinition of beauty. The intention of the advertisement was to illustrate the beneficialcharacteristic traits of Dove Visible Care Body Wash my making the human skin, specificallythe women skin look more beautiful and fair within a week (Hund and Pickering 2013). Thedemonstration of three women wearing towel raised controversy as it shows the transformationfrom black to light. The targeted audiences in this advertisement were undoubtedly the women
6CONTROVERSIAL ADVERTISEMENTwith darker skin, who suffer from self contempt regarding their skin color. The tagline used inthe advertisement, visibly more beautiful skin from the most unexpected of places – your showerhas not only claimed to be a revolutionary product that would actually change the color of ahuman skin. In the advertisement white was equal to beautiful. Following the advertisement thebeauty campaign organized by Dove also demonstrated that beauty meant to be naturally fit,without being curvy or being Athletic.
7CONTROVERSIAL ADVERTISEMENT In fact the psychological understanding of the advertiser regarding human want was highlysupported by rising tendency of human being regarding the definition of beauty. Avoiding theaging process was one of the most significant targeted areas that the advertiser talked about inthe advertisement. In the campaign the company illustrated the fact that it believed in thedefinition of beauty that would come through color, size, shape and age of a woman(Ramamurthy and Wilson 2013). The advertiser claimed that the company was highly committedin featuring the realistic images thus raising questions on what real beauty words. The portrayalof color discrimination has so for been quite important in terms of creating an unfair lineage tothe conception of beauty.The advertisement focused on the psychographic and behavioral segmentation of theconsumers. Trade Press Article followed:The entire controversy was discussed in the article of Daily Mail journal (Mail Online2017). SISLEY JunkiesThe next advertisement that has raised adequate controversy in the fashion world hasbeen SISLEY fashion junkie. The advertisement clearly demonstrates two young ladies whorepresent the fashion trend in an addictive manner. Depiction of drug addiction was one of themost significant instruments that were devised through this advertisement. This has not onlydemonstrated youth tendency towards addiction, but has also aggravated the deeds of such. Infact, this has raised questions whether the advertisement brought the consumers’ attention into
8CONTROVERSIAL ADVERTISEMENTeffect so that they could move on to purchasing the products offered by the brand (Percy 2014).The models shown in the advertisement poster demonstrated with addicted Eyes where highlyvulnerable. The created controversy was deliberate. The basic controversial element in theadvertisement was the white powder kept beside the junkies, with the girls inhaling it. Thetargeted audience in this advertisement was undoubtedly the young girls who could not resistthemselves from wearing the junkies offered by SISLEY. This is how; in most of the cases itreached to the certain amount of customers from USA and Europe and other countries wherethese junkies replaced the intoxicating drugs. The intention of this advertisement was to, perhapsbring the youth out of they are addicted self (Chan and Yeung 2016). Trade Press Article: The discussion was based on an article published in New York Daily (NY Daily News 2017).
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