Critical thinking concepts and applications

¶ … advertisements for Harley Davidson both have the overall message that Harley Davidson's are for rebellious individuals and that societies rules do not apply to the Harley Davidson owner.

The text of the first ad, "in some circles, paisley and florals have yet to catch on" sets the tone for the ad and also conveys the meaning. Firstly, the text has an air of importance to it as well as an air of indifference. The "in some circles" is patronizing and suggests that these 'some' are not as good as the rest. The humor associated with 'paisley and florals' takes the edge of this patronizing feel, so that overall the text has a humor that means it is not to be taken too seriously. This creates a humorous and ironic tone to the ad. This text, without the picture, also captures the meaning of the ad. These 'circles' that haven't caught on are implied to be the ones without the Harley Davidson's. The irony is in the mismatch of the two images, 'paisley and florals' and the Harley Davidson. Overall, this suggests that individuals with a Harley Davidson do not have to conform to societies rules, but set their own. This captures the independent, rule-breaking spirit of the Harley Davidson rider, with this rule-breaking in a way that is harmless.

The picture has the same message, but is most important because of its ability to attract attention. The image is a humorous one, with the irony of it enough to catch a reader's attention. The picture does not add any more meaning than the text, but is important to catch the reader's attention so that they read the text.

The second ad with the text "the necktie is society's leash" is very similar to the first, except that the text does not have the humor of the first. Instead the text is more serious. Without the picture to accompany it this text would be sad, rather than ironic. In this case, it is the picture that adds the irony. Again the mismatched image of the biker and the necktie creates interest. As well as interest, it communicates the same message as the first ad, that the Harley Davidson owner can be independent and break free from societies rules.

Combining the text and the picture the message is that the necktie is society's leash, but not the biker's leash. Therefore, the Harley Davidson allows the individual to break free from the confines of society. At the same time, the humor in both ads ensures that the Harley Davidson owner is not seen to take themselves too seriously.

The overall message of both ads is that if you own a Harley Davidson you are a rebellious, independent free spirit, rebelling from the rules of society and enjoying your individuality.

ASSIGNMENT B - QUESTION 3

3. Look at the ad for Time Magazine in Figure 11-4 and then answer the following:

a. How does the dialogue in the ad give the reader a sense of what is at issue in date rape?

Firstly, the ad shows the two people involved in date rape and their interactions. The girl saying no is made clear firstly by her repeating "no" and "please don't" and also by presenting the girl's statements in bold, while the boys statements are in non-bold italics. This suggests something very different than the normal understanding of rape. It does not appear overly violent but more persistent. This lack of violence is quite forceful in creating meaning, because it shows that there is a relationship between the boy and the girl.

Secondly, the ad creates a clear image of the scene. The tempo of the text changes, mimicking the actual change in the scene being represented. In the beginning the text is slow-paced, however as it continues, there is a faster pace and more repetition. This captures the rising energy of the scene, the boy's increasing annoyance and urgency and the girl's increasing concern. The end "shut up and do it. Now" coming after all the repetition comes as a shock to the reader, much as it would come as a shock to the girl. The text then parallels the situation not only as dialogue but by the pace of the dialogue, creating a greater impact on the reader.

b. Why do you think this ad received awards?

The ad is effective in that it is unsettling without being horrific. Clearly, date rape is not an easy subject to write about, but this ad captures it with enough power to make the reader want to read about it, but not too much that the reader is turned away. The ad also very cleverly distinguishes date rape from violent rape, representing it as a very different issue. The ad also manages to dispel one of the common myths about date rape, which is that the girl is to blame. The emphasis on the repeated "no's" and "please stop's" shows both the girl wanting it to stop and her naivety. This very cleverly creates sympathy for the girl, while ensuring it is not represented as her fault.

c. Assume that you run an advertising agency. What might be an alternative way to present an issue on date rape for Time?

Another way to present the issue would be to focus on the girl after the event and present how she feels about it. The girl could be shown standing looking at her own face in the mirror, with her face undamaged. The text could indicate the girl's thoughts with her reflecting on the fact that she doesn't look any different. This would reinforce that date rape is not a violent crime and not a crime that can be seen. This would show how date rape is a silent crime. Like the first ad, this would create sympathy for the girl, distinguish date rape from violent rape and present the issue in a way that interests the reader to want to learn more without being too disturbing.

ASSIGNMENT C

1. (Group 1): Give an argument in support of using such ads as Benetton's that show poverty, disease, death, and destruction.

The ads that Benetton uses are designed not to advertise the products, but to advertise the company, with the political statements of the company something that makes them stand out. While, these ads could be described as too graphic, the important point is that they receive attention. With the many companies and the many products being advertised, it is difficult to get the attention of consumers. Picking up a magazine or newspaper, consumers are bombarded with advertising, most of which they pay little attention to. The first important thing about advertising is that it is interesting enough for people to notice it. Benetton's ads with their disturbing images achieves this. These disturbing images are distinctive and this makes Benetton stand out from the rest.

These ads do not advertise a particular product, but instead advertise the name of the company. This means the brand Benetton remains familiar to consumers. The ads with their disturbing images also suggest something about the company Benetton, which is that the company is concerned with more than just fashion and making money. Comparing this approach with some of the other clothing companies, whose ads show models wearing the clothes, Benetton's ads suggest that Benetton has a more sophisticated approach. The message is that there are things more important than fashion. These ads are in direct contrast with the many advertisements that offer a fantasy world and instead capture the real world that people may be blind to. These ads then are a means of making the name Benetton stand out from the rest and in doing this, they are effective.

2. (Group 2): Give an argument in opposition to such ads.

The Benetton ads offering images of death, sadness and destruction can be seen as being in poor taste, as well as being offensive.

Firstly, Benetton is using these images to attract attention to itself and to make the company appear like it cares about these issues. The ultimate result for Benetton, though, is to sell more products and make more money. It can be seen then, that Benetton is using tragedy for its own benefit, which is in very poor taste.

The images are also very disturbing and offensive. From an advertising point-of-view, this can backfire and while it does make the company stand out, it makes it stand out in a way that causes customers to decide not to purchase the products. This is exactly what happened in Germany, with the ads too offensive and causing consumers to reject Benetton.

Other consumers can also react the same way, disliking Benetton for presenting these disturbing images to them and so actively deciding not to purchase Benetton products.

3. (Group 3): What exactly is the role of advertising? Is advertising only to sell a product, or does it serve some other (maybe even very different) functions in our society?

Advertising serves several functions. Firstly, it can be used to sell a specific product or service. Like the Benetton ads, it can also be used to sell a brand or a company without saying anything about the actual product. This is also seen in the many companies that sponsor events. This sponsorship says nothing about the actual product, but ensures the name of the brand or company remains in the public eye. Part of advertising then, is just to make the company name memorable to the consumer. Advertising is also used not only to sell products but to sell ideas. An example is with Greenpeace who advertise to make people aware of environmental concerns. Advertising can be used as a means of making people aware of issues and of communicating political statements to the public.

Finally, it cannot be ignored that advertising is a commercial industry. For example, magazines, newspapers and television contain advertising, which earns a significant amount of revenue for the television station or publishing company. This revenue is what allows the station or publishing company to pay for the content. Looked at in this way, the content is what creates an audience. The television and publishing company than sells this audience to advertisers by way of the advertising space. Part of the role of advertising then, is to raise the revenue that allows for television stations to provide free content and for newspapers and magazines to deliver news and information for a small price.

ASSIGNMENT D. 4

1. Which ad is most powerful (or persuasive)? It doesn't matter if you agree with the political message-your task is to analyze effectiveness. Give reasons for your choice.

The ad for reproductive rights is the most powerful and persuasive because it is a clear and easy to understand representation of the issue and it encourages people to take action, which is the purpose of the ad.

Firstly, the ad is to the point and states the issue clearly. As the ad and the text show, these experts are deciding whether or not abortion is allowable. The seriousness and the fact that the group are almost all older males, shows how these experts are not necessarily the best people to make the decision. Referring to them as 'experts' and showing them looking so serious emphasizes that they are looking at the issue in a non-personal way.

The ad is also persuasive because as well as making the issue clear, it urges people to take action. It tells people to 'speak out for reproductive rights' after showing why it is important to.

While, the other ads may also highlight an important social issue, they do not have this focus on urging people to take action. Even if the other ads are effective in highlighting the issues, this does nothing to change anything unless the people are urged to act. In contrast, the abortion ad communicates that people can and should make an effort and encourages them to take action to make a difference.

The other ads are also not as focused on the meaning as the abortion ad. In the abortion ad, the focus remains on who is going to decide on the abortion issue. This is especially effective because the whole abortion debate is based on the concept of whether or not it is an individual's choice. The text, the picture and the concept, all remain on this 'who will decide' theme. In contrast, the other advertisements are not as focused. The ad for affirmative action uses the Klu Klux Klan as the picture. The link between the Klu Klux Klan and affirmative action is not as clear and this reduces the impact of the ad. In the Rainforest Action Network ad, the concept of Chevron as a rapist is used, but again this concept is not as focused as the abortion ad.

In summary, the abortion ad with its focused approach, makes the meaning of the ad clear and easy to understand as well as urges people to take action. This is effective because it communicates the importance of the issue and also communicates that people can do something about it.

2. Which ad do you think would most infuriate an opponent of the political or social message being conveyed? Give reasons for your choice.

The United Front ad for affirmative action would most infuriate an opponent of affirmative action because it refers directly to these opponents and associates them with the Klu Klux Klan.

The Klu Klux Klan in the picture is the basis for the ad, with the Klu Klux Klan associated with those who refuse to respect other's differences. This is a powerful image and anyone being likened to the Klu Klux Klan is a disturbing insult.

The text "if you're against affirmative action, you're not alone" and "there are some who don't support our commitment to affirmative action" linked with the picture, communicates that those who do not agree with affirmative action are similar to members of the Klu Klux Klan. With the Klu Klux Klan a group that society generally recognizes as being cruel and closed-minded this is a very powerful statement of the type of people who do not agree with affirmative action.

The reason the ad is especially likely to infuriate opposers of affirmative action, is that it is directed specifically at them, with these opposers the subject of the ad and with these opposers being insulted. Comparing this to the abortion ad, it can be seen that while the experts who are deciding the issue are subjects of the ad, they are not specifically insulted. Instead the question is only raised of whether these people are the right ones to decide.

The final important point is that the ad for affirmative action says nothing about why affirmative action is a good thing. It directly ridicules and insults those who do not support it, but does nothing to communicate why being for affirmative action is a good thing. It is a case of insulting the competition instead of stating why you are better than the competition. While the other ads do comment on their opposers, they give a valid reason for doing so. The rainforest ad refers to Chevron as a rapist, but it describes how the forest are being damaged as reasoning for this. The United Front ad does not give this reasoning, with no reasons given as to why those who do not support affirmative action should be associated with the Klu Klux Klan. Instead, it creates a link between the two groups, with no evidence given for this link.

It is the insulting nature of this ad, the fact that it is not based on anything concrete and the fact that it is directed specifically at the opposers that would make it especially infuriating to opposers of affirmative action.

3. Select one of the ads and discuss the visual message, the verbal message, and how the two work together.

The Rainforest Action Network ad uses text and visuals to persuade readers not to support Chevron and not to purchase their products.

The top section of text is the major component of the ad and is designed to create interest in reading the ad as well as to create meaning. The text likens Chevron to a rapist, with the words 'Rapists' and 'Chevron' in large type. At a glance, the reader sees there is a link between the two and then reads the text to determine what that link is. It is this seemingly mismatched link that is meant to intrigue the reader, so that they want to find out what Chevron has done that it can be likened to a rapist. The link to the rapist is then provided in the text, with rapists described as operating in secluded places. As the text says "maybe that explains why Chevron is building a pipeline in the rainforest." This text emphasizes that Chevron is trying to build this pipeline secretly as well as suggesting the damage to the forest. The small text below the picture then expands on this with the pipeline described as threatening to destroy the rainforests of Papua New Guinea and with readers urged to think about it next time they fill up. This is a message urging people not to support Chevron by buying their products.

This message is captured entirely in the text. The image of the rainforest being destroyed is not used to offer any greater meaning, but to make the issue more real and more immediate. The picture emphasizes that this is really happening and makes the issue clearer.

4. Pick a political or social issue that you care deeply about. Assume you are creating an ad for your side of the issue and your audience is radio listeners (so you do not need to do any visuals). Write an ad that would present your position and motivate a listener to act.

The ad created is on the topic of poverty and is aimed to persuade listeners to donate money that will allow poor children to be fed and cared for.

Text of the ad:

While a husband and wife get ready to go to dinner, a child waits for their dinner. While the wife ponders which outfit to wear tonight, the child dresses in the only outfit they have. While the husband and wife decide where to go for dinner tonight, the child wonders where their next meal will come from. While the husband and wife go over the menu, deciding what they feel like tonight, the child prays for anything. And while the husband and wife rate the quality of the food, the child is thankful for the two slices of bread she has received.

The husband and wife return home and sleep, content with their meal. The child sleeps too, content and free from the ache of hunger. For today. And dreams that tomorrow, she might eat again.

This month, give up that night out just once. And give to a child who is praying for a meal. And sleep, content in the knowledge that you have made a difference to a child. A child who doesn't know you, but hopes, that someone like you will reach out and answer their prayers.

ASSIGNMENT E - QUESTION 2

2. Study the American Cancer Society ads in Figure 11-6. For each one:

a. Consider the visual message and its effectiveness.

The first 'give smoking a kick in the butt' ad uses a visual message that shows the action of kicking. This message emphasizes taking action and also communicates that the smoking habit can be kicked.

The second ad's visual is disturbing and makes a very strong point. It shows the ugliness of smoking and makes the health concerns clear. It is most effective because it shows what people already know about smoking, that it is unhealthy, but in a way that makes this fact very hard to ignore.

The third ad showing the child in the womb is similar to the second in that it shows something that people already know, that smoking is bad for the unborn child. Showing the unborn child in the visual makes this a hard fact to ignore. It forces the reader to ask themselves whether they would ever knowingly give an unborn child a cigarette, with the answer to this being no. The effectiveness of the ad lies mainly in the way that it makes an abstract idea concrete. Smoking mothers know that smoking is bad for their child, but without seeing the child, they can ignore this. Seeing the child in the womb makes the smoking mother realize what they are really doing by smoking. The immediate impact of seeing the child smoke is to think how wrong it is with the mother likely to think that they would never let their child smoke. The second impact is for the smoking mother to realize they are making their child smoke by smoking themselves. This visual shows mother an image that presents them with the reality of their actions, a reality that a mother would find hard not to be effected by.

b. Consider the verbal message and its effectiveness.

The verbal message of the first ad is a play on words. The "give smoking a kick in the butt" is the major message, presented in bold. This message is clearly urging people to quit smoking, with the 'kicking the butt' emphasizing that people can take action not to smoke. This is a positive message and lacks the impact of the other two ads. However, at the same time, it is also an encouraging message, telling people to take action and that they can do it.

The text in the second ad is especially important in creating the meaning. The ad asks "if what happened on your inside happened on your outside, would you still smoke?" Firstly, this text communicates the futility of smoking and suggests the irony of smoking to be more beautiful. Secondly, the text illustrates the health concerns and shows the inner damage that smoking causes. The text asks a question of smokers, essentially saying 'if smoking does this to you, why are you still smoking?' This forces a smoker to consider their choices.

The text of the third ad urges mothers not to smoke and provides details of the damage the smoking mother is doing. Like the second ad it urges smoking mothers to rethink their choices.

c. Comment on the overall effect and persuasiveness of the ad.

Overall, the first ad urges people to quit smoking with the picture and the text upbeat enough to communicate to people that they really can kick the habit. The ad is effective in encouraging people to take positive action, though not as impacting as the other two ads.

The second ad combines the text and the visual to create a clear message. The visual is disturbing and shocking to the reader and illustrates the health benefits associated with smoking. The text then causes smokers to ask themselves why they smoke and if it is really worth it. Combining the text and the visual, the ad is effective in impacting the reader to take notice, in making it clear the damage they are doing to themselves and in forcing the smoker to reconsider their choices.