Controversial Issues within Advertising

      Because the premise of advertising is to lure consumers into purchasing a production, advertisers are willing to employ any method that will maximize successful marketing and production consumption.  With this being said, some advertisers may use risqué or sexual images to grasp the audience’s attention and entice them with sexual desire.  Further, the use of sexual images in ad campaigns is a controversial issue because it frequently objectifies women.  For example, the ad on the left is meant to market Dolce & Gabbana fashion.  However, rather than the fashion be the main focus of the ad, it seems as though the ad is centered on showcasing gang rape and sexual assault. 

            At the center of the ad, the female seems like she is struggling under the rough grip of a shirtless man, while several other men are surrounding and watching the scene.  This highly sexualized and violent ad was aiming to engage the audience’s attention with a femininely degrading image. 

            As a female who often witnesses female objectification in both advertising and the media, I feel that ads that employ this message lack ingenuity and creativity.  They believe that “sex sells.”  So, what better way to market their new clothing line than to have an attractive and visibly distressed female being straddled by five half-naked men?  By showcasing such an ad, the advertisers are essentially endorsing rape, which is a seriously offensive and violent act against women and also a prevalent issue in the world.  Further, when advertisers believe that an ad as such is acceptable to use, they are demonstrating an ignorance and depletion of ethical and moral understanding.  Did you not notice that your ad is basically illustrating gang rape?

March Madness

      According to an article on Business Insider’s website, in 2013 the NCAA made March Madness advertising worth $11 billion.  Although a non-profit organization, the NCAA has managed to turn the month of college basketball tournaments into an overwhelmingly lucrative market for successful advertising.  One particular reason why March Madness stands as an advantageous arena for advertising is the extensive amount of media coverage that it generates.  Major TV networks, such as CBS, TNT, TBS, and ESPN, broadcast over 12 hours of NCAA tournament coverage.  These are primary, high viewed national networks that are airing college basketball games, including debate and discussion surrounding the games, which are also taking place on a national level.  Because of the national stage by which the NCAA games are set, one who is advertising during March Madness is marketing their campaign on a national stage as well.  With this being said, those seeking to successfully advertise during March Madness coverage need to ensure that their marketed subject corresponds to the audience of March Madness, which are primarily males between the ages of 18 and 30.  Anything under the categories of sportswear, shaving, cars, and beer—similar to the ads aired during the Superbowl—are male-relevant topics that will enlighten and will gain the interest of the viewers.  For example, Nike products would seem appropriate to advertise during the March Madness games because they are related to basketball, or simply athletics in general, which is being aired and thus most likely compliments the interests of the sports fans watching the games.  Further for a more effective advertising technique, the hypothetical Nike advertisement could include an NBA player endorsing its product, which brings the marketed subject closer to the audience.

The Ford Hybrid Fusion Commercial-- 2/3/2014

            Shown during the 2014 Super Bowl, the new Ford Hybrid Fusion commercial begins with, Rob Riggle, an average-looking comedian/actor, sitting in a modest home as he explains how there will be another commercial following that is twice the length and twice as elaborate as this current one.  This is to advertise Ford’s new Hybrid Fusion has double the fuel economy of the average vehicle.

            The final third of the commercial begins with James Franco, a younger and more attractive actor, sprawled out on a luxurious couch with a tiger next to him.  He portrays Riggle’s original persona and repeats everything that was said in the first third of the commercial, but of course, it is intensified by powerful music, and the tone of his voice has more conviction.  We see that he is in a mansion with women in gowns lining his path.  Fireworks go off, and finally, we see the Ford Hybrid Fusion in all of its glory parked at the mansion’s entrance. 

            Yes, this commercial undoubtedly satisfies nearly every viewer because it first has the relatable, average man simply explaining why we should pick Ford—it is double the fuel economy of the average vehicle.  Then, it is followed by a second commercial that is twice as long as the original (driving home the idea of “double”), which exactly repeats the original but elevates the tone and drama.  As a viewer, the message was very clear—DOUBLE, DOUBLE, DOUBLE!  I also found it extremely humorous and pleasing to watch.