Figure 1 Figure 2 Figure 3
Figure 4 Figure 5
Source: http://www.gutewerbung.net/licra-your-skin-color-shouldnt-dictate-your-future/ (Figure 1-3)
http://daman.co.id/omega-coupling-innovation-with-quality/ (Figure 4)
https://thesituationist.files.wordpress.com/2008/11/change-we-can-believe-in.jpg (Figure 5)
http://daman.co.id/omega-coupling-innovation-with-quality/ (Figure 4)
https://thesituationist.files.wordpress.com/2008/11/change-we-can-believe-in.jpg (Figure 5)
According to a research conducted by the University of Rajasthan, young people view more than 40,000 advertisements per year on television alone and they are increasingly being exposed to advertisements through other channels, including the Internet, magazines and billboards. (Upadhayay, 2012) In such a commercial city like Hong Kong, it is believed that every one of us view tons of advertisements every day.
In light of the fact that the environment is filled with a great variety of advertisements, so what are the functions of these advertisements? It is said by Sturken and Cartwright that “it necessarily presents social values and ideologies about what the “good life” is.”(Sturken & Cartwright, 2001) Advertisements can be selling some products, like the Omega watch (Figure 4). They can also be raising the public awareness about a particular person (Figure 5).
But what I would like to talk about is the idea-oriented advertising, which draw public’s attention to a particular issue and to deliver a message. Figure 1-3 are advertisements produced by the LICRA, which is an international organization aim at fighting against racism and Semitism. From the above photos, we can see that the three black children are wearing the uniforms representing workers, street sweepers and cleaning helpers. Moreover, there is a slogan in the top left hand corner, stating that: “Your skin color shouldn’t dictate your future”. Actually, we all know that print advertisement is something no more than some images plus words. Therefore, it is hard to use such simple representation to convey ideas. But it is also the reason why I love this advertisement so much. The photos use simple setting to create a great contrast which arouse people’s attention to the issue—racism. Even if the slogan was not included, I believe that most of the people could also get the message of this advertisement.
In light of the fact that the environment is filled with a great variety of advertisements, so what are the functions of these advertisements? It is said by Sturken and Cartwright that “it necessarily presents social values and ideologies about what the “good life” is.”(Sturken & Cartwright, 2001) Advertisements can be selling some products, like the Omega watch (Figure 4). They can also be raising the public awareness about a particular person (Figure 5).
But what I would like to talk about is the idea-oriented advertising, which draw public’s attention to a particular issue and to deliver a message. Figure 1-3 are advertisements produced by the LICRA, which is an international organization aim at fighting against racism and Semitism. From the above photos, we can see that the three black children are wearing the uniforms representing workers, street sweepers and cleaning helpers. Moreover, there is a slogan in the top left hand corner, stating that: “Your skin color shouldn’t dictate your future”. Actually, we all know that print advertisement is something no more than some images plus words. Therefore, it is hard to use such simple representation to convey ideas. But it is also the reason why I love this advertisement so much. The photos use simple setting to create a great contrast which arouse people’s attention to the issue—racism. Even if the slogan was not included, I believe that most of the people could also get the message of this advertisement.
Reference:
Sturken, M., & Cartwright, L. (2001). Practices of looking. Oxford: Oxford University Press.
Upadhayay, A. (2012). The Effect of Advertising on Children and Adolescents - A Critical Appraisal. International Journal Of Recent Research And Review, 2, 1.
Sturken, M., & Cartwright, L. (2001). Practices of looking. Oxford: Oxford University Press.
Upadhayay, A. (2012). The Effect of Advertising on Children and Adolescents - A Critical Appraisal. International Journal Of Recent Research And Review, 2, 1.