Class Notes for Test on African Americans and LGBT
Class Notes for Test on African Americans and LGBT STC 350
Popular in STC 350 International and Intercultural Advertising
verified elite notetaker
Popular in Journalism and Mass Communications
This 3 page Class Notes was uploaded by Natalie Land on Sunday September 25, 2016. The Class Notes belongs to STC 350 at University of Miami taught by Wanhsiu Tsai in Fall 2016. Since its upload, it has received 13 views. For similar materials see STC 350 International and Intercultural Advertising in Journalism and Mass Communications at University of Miami.
Reviews for Class Notes for Test on African Americans and LGBT
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 09/25/16
African Americans • Black Models in Advertisements o Early posters include “Savon Dixie Soap” § No notion of black in advertisement back then § The soap packaging itself shows how soap is so powerful, that even a black kid can be washed and its whiter than white • Blackness is not clean not desirable, not beautiful, this is why they ever used black images just to show how powerful products were • Very racist o After civil war things get more sutile, no more about racism § Advertising Mammy • Mammy: supporting role in gone with the wind made in this big house and is in charge of raising kids, so the kids are more attached to her than the parents • Mammy; southern term to describe black women who raise white kids o In gone with the wind she is very devoted role of how black servants love her white boss o Close relationship treat her like family o After liberation she chooses to stay with her white mistress: this devotion is an important definition of Mammy image: shows side of minority culture that could be used to sale products “devotion” not threatening o Used for selling baking powder, cooking powder o Find her image in aunt jemima pancakes: she looks happy and content, in the 80s they change the packaging and branding of aunt jemima, modernized: in 80s the mammy was skinnier and less of prominent role in packaging, scarf off of head, she looks more independent now, less of a servant, o More likely to see women of color than men of color because consumer goods are targeted at female consumers § 1950s o 2001 Nivea had a line of personal care product for men: this was kind of new and they want to emphasize how men also want to take care of themselves and they show a young fit guy throwing away an afro typical black look trying to modernize and look civilized § blackness symbol of uncivilization o what are they trying to say with image about blackness? o Black look in fashion § People exaggerate their black features § Thick lips, very dark skin color, very specific hair do § Wild background portrayed in § Exotic wild nature § Some magazines there is same ad same model and looks a little lighter in the general one vs the black people magazine o Recruiting lighter skinned African americans o Today its still about racism with African americans o African americans § 13 percent of the Us Population § diversity across generation class and residence § very diverse in terms of location and socio economic status § highest consumption of broadcast media § many aspects of black African American consumer market is like the general American population § race is important as self identity o what happens when a white man and a black man try to steal the same car? § When the white one is trying to steal car a lot of people just pass by him even a police, nobody cares § When the black guy tries to steal the car everyone stares o If you discriminate people like the African americans it connects to poverty on national scale o Cheerios ad with mixed-‐ race family draws racist responses § A mixed race family and its led to negative comments § Unfair stereotypes of black people, they were just trying to portray an American family, they did not want to pull the ad § The white people got mad because they said you don’t see black and white families here • Cultural Insensitivity o Walgreens celebrates black history month with a sign of cotton balls: cotton with cotton plantation, symbol of racism: very racist to a lot of people and we don’t realize o Hip hop cupcakes LGBT Community • Gay Stereotypes in Advertising o Images of gays have always been around in mainstream advertising not necessarily targeting gay consumers but as an interesting funny story o First ever sitcom to feature o Lesbian is always hot in American popular media: one of the most hated disrespected commercial by women in new York is Miller Lite commercial beer where the women are fighting for if the beer is great taste or less filling at the end they say lets make out o Lipstick lesbians: two women making out that are very hot o Have it all bisexuals: very seen in funny product commercials: beer again the best of both worlds o A lot of beer products soda products: youth advertising, unlike bank advertising etc, they use minority representation in a funny haha way and it shows a common misconception of bisexuality: partying all the time, never loyal, always sexual, promisious o Nothing looks in advertising the way we actually see lesbians or gays in real life, hypersexual § Repackaging image experience to make them mainstream useful • 1980s the lesbian and gay market as the untapped gold mind: o soon they started noticing the purchasing power of gay households, almost twice as likely to own a vacation home, 6 times more likely to have a theater system: this was all in the 1980s o they are wealthy • the dream consumer myth o they are highly educated and usually have no dependents, they have high levels of income, trendy, brand loyal § what’s the reason for people all of a sudden realizing this? • Because with gay rights movements they o Strategies to reach gay consumers: use mainstream and make them normalized instead of really stereotyped o Less than 30% of gay people actually subscribe to gay magazines or publications • Gay window advertising o Avoid explicit gay references or stereotypes o Feature average looking characters of same sex: o Ambiguous same-‐sex groupings and non conventional gender behavior and settings o Gay symbols: so only if your in community of gays youll pick it up o Orbitz commercial: gentleman playing golf and each gets a check of money except for one guy but no one knows hes gay why ? its not obvious hes just wearing one small symbol of gays: u have be to active gay member to know • Now it became more out in the open messages even on advertising tv o Have to make a stand no hiding behind, showing more affection between same sex people, gap billboard of two men for example: gay ads start to appear in mainstream o Will always be backla
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'