target audience and appeals

The 2016 advertisement by colgate uses dominant symbolism of power in athletes along with the specific diction “strength” to appeal to the audiences need to dominate by submitting the belief that colgate toothpaste enhances the powerful smiles of its users. The advertisement is largely targeted towards women, as suggested by the use of a stereotypically sportif woman biting into boxing handwraps. The woman also carries an contentious facial expression which further appeals to the audiences need to dominate. The image relies heavily on the use of Ethos to persuade the audience to buy the product which is depicted to increase or enhance the user’s teeth.

morality in advertisements

Ever since the mass media exploded, advertisers have found new, more effective ways to sell their products. A major roll in the development of an advertisement is choosing a target audience and appealing to their views. There’s no point in trying to sell a stuffed animal to an 40 year old. But while the advertisements appeal to certain people, is it morally correct to stereotype people? Because the media influences how we view different stereotypes it is an important discussion as they are the ones to decide if a biker is a kind and gentle person, or a rough brute. The advertising on YouTube and website links is a kind that receives a lot of criticism. Known as click-bait, with the intent to make the user click on the video or link, it is viewed as underhanded and generally hated. It generally hits young children or those who don’t use the media a lot. Most people say that this is morally incorrect. But is that just because it is new? All they really do is advertise their website or video.

Advertisements on tv and similar platforms is on another level. They spend hours creating a 10 second clip that is designed solely to make people by a certain product. These are also the most viewed which is why they are the most impactful. Creating a stereotype on the advertisements chooses how others see people who fit the stereotype. The advertisers decide who people are. This is obviously a big problem as it effects a persons identity, do we chose ourselves who we are? Personally I believe that they use stereotypes to appeal to their audience and that this is a side effect. But should we say they can’t use and prevent it? I don’t believe that, the people obviously obtain a twisted viewpoint on others but that’s how it always is, even without media people will create stereotypes themselves. I think it’s up to people to choose how they view others.