Advertisements are an everyday thing that you will experience. These advertisements can be found on the TV, on your way to work, in the paper, or in a magazine. Ads are meant to be seen, and their message is meant to be heard. Many ads have always incorporated a part of society into it. Whether this be music, race, patriotism, sexism, or sexuality, ads are meant to define society. Ads are based off what society believes are social norms, standards, and values currently in society.
Sociology in Advertising
DOVE: “Dove VisibleCare” (Print Media) Racism
To start off the analysis of this advertisement, we must identify the target audience. Although it can be debated ...view middle of the document...
To start off the target audience for this ad can be both towards male or female. For males of this society this could be seen as a form of control and domination if they wear the brand of Dolce & Gabbana. The man in the middle of the ad is standing over the woman and is in a position of power. The woman in the ad has no control what is happening and is being outnumbered by four men. American society through advertisements and media still show that there is still an issue of who controls who in relationships. The male in the middle is the most important in this picture as he has his body over the woman’s. He is conveying his dominance and control in the situation. The man is also holding down the woman’s hand which shows that she is being forced down. The woman’s body is also angled upward in way that makes the audience think that she’s being forced against her will to have intercourse. In the background the other men are looking and showing their approval of what is happening. In today’s society gaining approval from others and sex are inflated by the media that it has become a norm. This can also be looked at from another angle, the view of a women. This ad can muster up the desire in women. All of the men in the ad except one have their shirts off and have their muscles and abs exposed. Women will also desire to be like the women in the picture. She is skinny, beautiful, and have half naked men around her. Society has made such a large concentration on being skinny that it seems if you are not skinny you are not beautiful. Dolce & Gabbana in the end have created a diverse medium that can affect both men and women in different ways.
Toyota: “Style Never Goes out of Style” (TV 1 minute) Subculture
Toyota targets this towards both the Millennials, as well as the older generations that have lived with the compact car for decades. The ad shows that the Corolla has had a place in mainstream culture since its launch in the 1960s. The ad shows off older models from the ‘60s, ‘70s, and ‘80s and with that they include the popular subculture during that time period. For example during the ‘70s the popular subculture was disco dancing/music. Toyota conveys this subculture with the music, dancing and of course the infamous afro during that time period. The advertisement ends with connecting with this generation’s subculture for Electronic Dance Music. Toyota uses the subculture of each time period to target everyone that watches the ad.
Westinghouse Electric: “We Can Do It!” (Print Media, World War II-1980s) Feminism
During World War II the government made many print advertisements to persuade men and women to help in the war effort. The most famous piece of propaganda was the “We Can Do It!” piece by J. Howard Miller. The target audience for this would be not only women but also towards legislatures. This poster was not only used during the wartime but also during the ‘80s when the image was...