"Sweet as you are." summary

The author begins by explaining the way advertisements have been targeting women for a very long time. She includes a few products such as makeup, mouthwash and soap. She compares a few different ads, but the central idea is that they are all beauty products with a central combined statement that they are “products that reinforce men’s roles in women’s lives.” (Page 1) Throughout the text, the idea that a man is something needed in a woman’s life. This was a very common opinion from that period of time, which is infiltrated into each of these ads. An example of this is in the Resinol soap ad. In the ad it clearly says ‘Make that dream come true.’ But what is the dream? The author does a good job at pulling out the uses of persuasion and deceiving text, and with that it is clear that the text is “equating the look of the skin with the person within.”(Page 1) As well as other “happy effects… with eventual marriage implied as the ultimate result.” (Page 1) Now, the American dream may be to be thin and beautiful. But what is all that without a man to impress or say that you come home too. Moving to the makeup ad; “the visual and verbal message is that women should strive, through steps actually numbered in the ad, to attain soft, clear skin and hence charm and hence romance.” (Page 2)

In conclusion even, one of the last statements in this analysis again says that the main idea in all of these ads is that “pleasing men is the prerequisite for happiness.” The difference between this picture in the 1920’s and 1950’s is very different than the independent image that women try to portray now.

Group ad presentation

Summary:
This Ad is for 'new' Rolling Rocks beer and it features a picture of the actual bottle and then a baby drinking it with it's feet. This ad is clearly using satire but at the same time advertising the drink in a funny way. Also it is addressing the fact of genetically modified food by saying that this beer is genetically modified. Also it throws in that the drink is carb free trying to appeal to the general public trying to be healthy. Overall alcohol is normally given a negative connotation but with this Ad it makes you laugh and makes your think of how the description is so off.

Paraphrase:
If you feed your baby a 6 pack of rolling rock he will turn into a genius with finely tuned motor skills. Also it is carb free so your baby will be skinny!

Quote:
"New Rolling Rock is genetically modified and clinically proven to significantly improve your baby's intelligence and motor skills with every six-pack"

Page 181 Q's 1-4

1.       The insight the author is providing about this ad is the obvious, pointed out details that she, and of course the audience should notice. Such as the abundance of “Blue collar workers.. service men in uniform, and business men in suits in the foreground, the few women displayed are in the back.” Her conclusions support themselves, being that her observations are represented in the ad, and it is clear to see in front of you, the awfully common occurrence of the successful white males are all clearly in the ad, but are also some of the main points Rubin is making.

2.        She points out that, “Today, such an ad would probably represent the ethnic diversity missing from the 1950 version.” She is clearly analyzing the difference between the images the ad is portraying, vs how we see race becoming more widely accepted by the generation in front of us. This is significantly incorporating the social acceptance between races back in that time, and is an obvious comparison to the way the world works now.

3.       The culture that this ad could possibly have been attracting, is people who supported soldiers, and the idea that they are greater people than most. The ad is displaying an image that the middle to higher white class was the desired status in that point of time. The Coke ad appeals to those that that sort of life style appeals to a person. For example, someone who was not valued for who they are back in that time, could dream to be a working white man enjoying a soda in the streets. The question one could answer about the purpose of this ad, could be that any man who enjoys a coca cola can be anyone from a hero, to simply an image of success, this ad is doing a good job at making their soda the central image that seems to be making these people that enjoy their product; more significant than another in some way.

4.       An ad from this era vs. one back from that time could have many differences in what the big happy picture looks like. Back in the 50’s, people’s eyes could light up at the thought of being a young white free man in America. The world we live in now is centralized on peace and equality, and would most likely portray an image of unison, and potential success and happiness for everyone. Not the idea that you should be young, working, and white to be able to be the display image of what everyone else should have wanted in that era. Being that the color of one’s skin is not something significant anymore.

In class AD lab

1. Some of the publishers in this text are freedom for animals, PETA, and mercy for animals
2. These texts are intended for  animal lovers everywhere. and shoppers to help bring awareness to the product.
3. How can we tell? By the text and images presented show a somber mood, and make you feel for them by showing their "sad" eyes and face. For example the pig in the ad criticizing Walmart, you can see that the pig is "behind bars" and the message is that the harm is being done by Walmart.
4. The purpose is to get the message out that there is overuse and mistreatment of animals and animal products. To not support Walmart, and their massive meat distribution
5. Animals have unique personalities and the message is to really move the idea of empathizing for them
6. "If you wouldn't wear your dog, please don't wear any fur" Additionally they capitalize on the cruelty of what the effect is when you shop at Walmart.
7.  So as a group, these ads tell us that we need to discontinue the use of animal fur manufacturing, inhumane practices of processing meat and make-up testing, we end up having a larger effect on ourselves and may lose more than we think.  

Essay summary (Rubin)

The author begins expressing the idealistic fantasy image of happiness and wholeness that strongly shine through in this visual Coca Cola ad. She points out that “ …advertisements target specific groups. To do so, they include text and images that reflect and appeal to the ideas, values, and stereotypes held by the consumers they wish to attract” (176). She boldly expresses the fact, that in the image of the ad, it is very obviously a point to attract a consumer that wishes to have a white man’s lifestyle. Anything from the idea that drinking Coke together after a long hard day’s work will leave you “work refreshed”. Pushing the image again that hardworking med should share this “refreshing” bond together is also appointed because of the lack in colored people included in the image. Along with the small amount of women; all implemented towards the back of the picture.   She continues to make the claim that Coca cola is and always has been ‘identified with mainstream America.” (178) Smoke stacks that could be sen as pollution now, are present in this ad for the purpose of showing how the country was excelling in many ways such as factory production. “Symbolizing production and the way Americans had come together in a successful effort to win the war.” (178)

This Coca Cola ad is basically claiming it is the spokesperson to refresh hardworking men. In some sense they make the claim that their purpose is to replenish the hard work that they produce. In the 1950’s at an effort to boost the economy from winning the war and beginning to work harder. (Most opportunities came for young white men.) “The kind of diversity that Coke wanted to highlight and appeal to was economic (middle-class and working class) and war- related (civilian and military).” (180) The relaxed expressions in the drawing, show the matter of relief from the war, as well as the content of coming home from a hard day’s work can be better by enjoying a soda.