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Visual Medium Advertisement Analysis Essay - Desklib

   

Added on  2020-04-21

6 Pages1404 Words416 Views
Running head: ANALYSIS ESSAYVisual Medium Advertisement AnalysisStudent NameUniversity nameAuthor Note

ANALYSIS ESSAYIn this world of acute consumerism, the visual media controls the people significantly.Any information through various modes entertainment reach to the millions of consumers easily.They consumer habit of the consumers get decided by those programs most of the time and theeffect of such programs on the young minds is undeniable. There are multiple issues that havebeen bothering the sociologists and social activists for years. Gender stereotyping is one suchproblem that even in this post-modern era bother the responsible citizens (Cote & Levine, 2014).The world has experienced many movements from feminism to movements against slutshamming but the gender stereotyping against the women needs to be highlighted. Theadvertisement makers or financing companies have been using gender stereotyping as apersuasive technique and shockingly it has proved to be effective in most of the cases. That is theprimary reason that the viewers see a female model with seductive clothes or behavior in a maleshaving cream advertisement (Xu, 2016). These advertisements mostly target their maleaudience and these methods act as their feeding techniques to them and often they becomesuccessful in their plan without making any logical sense. M1’s You Deserve Better is one suchadvertisement. The selected advertisement for this paper is the “You Deserve Better” ad by MobileOneLtd. Or M1. MobileOne Ltd. is Singapore’s one of the powerful mobile communicationsprovider (M1.com.sg, 2017). The company offers full range data communications and mobilevoice services over 2G,3G or 4G network. It also provides with international calling services toits fixed line and mobile customers. This mobile company has more than a million users so theeffect of the services over the customers can be imagined. It provides wireless broadband serviceand collaborated with Starhub and increased its customers. This mobile network company aimsto the younger generation who grew up through the popular culture, reality television and

ANALYSIS ESSAYinternet boom. The imagination and interest of the services captured the interest of today’s youth.The internet savvy customers who practice content sharing and entertainment material at everymoment are greatly influenced by the company’s powerful advertisements. The selected advertisement is from the You Deserve Better ad campaign and the specificadvertisement is “Talk all you Can Play” plan that offers free unlimited outgoing calls and in theadvertisement the M1 mobile company is making fun pf the competitors (YouTube, 2008). Thisis a 30 seconds long ad consisting of 4 male characters, one female and one plant that talks inmale voice. In the ad three employees presenting a business idea to their boss and they describethat their customers love to talk and they talk to anything from a bed to a plant and that is whythey discovered a plan where the customers can talk even to plants and without any calllimitations. Then they call a female employee who is carrying a moving plant in her hand. Theplant comments about the female employee and the boss feels happy about the plan. Theadvertisement planned to be entertaining and catchy so that they can capture the concentration ofthe users easily. However, the advertisement highlights various aspects that talks points outmultiple issues that today’s visual medium presents to the world.This is natural cognitive practice of human beings to gather and organize essentialknowledge from their surroundings. The entertainment programs of the visual medium presentcertain representation of reality that form the human cognitive scheme (Greenfield, 2014). Theadvertisement makers often use stereotypes to convey their ideas. The advertisements generallytend to align with the conventional practice presenting certain messages through stereotypes sothat certain consumer groups identify with them easily. The advertisement in the discussiondemonstrates the alarming problem of modern society that is the spreading messages of genderstereotyping to its consumers. The discrimination against women has been a long practice of the

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