In Abraham Maslow's paper in 1943, he initiated the Maslow's Hierarchy, which is shown in the picture in left. Maslow's Hierarchy shows the "A Theory Of The Human Motivation". At the bottom of the pyramid is the most important thing that you need in your life, and as you go up the pyramid shows what is less important in your life, as suggested by Abraham Maslow.
Here is a video of a deeper explanation on Maslow's Hierarchy.
Adverts showing Maslow's Hierarchy
In this advert it shows the physiological needs such as food (milk the nurse brings in at the beginning), breathing from running too much.
In this advert this shows safety needs.
In this advert it shows belongingness and love and friendship.
In this advert it shows esteem needs, and self actualization.
The Dictionary Definition "Able to be used on different types of computers or with different software packages." It also means the media you are adverting your product on. For example billboards, TV adverts etc... The advantages of using Cross-Platform The advantages of using Cross-Platform is that it is able to enhance your advertising, this could be also be used as an advertising tool to influence your target audience.
In 'Master Of None' you can see the difficulties that asian people have. The character 'Dev' gives a statement of how black had their time and got some of the same rights, but now its time for asians to get the same rights as the blacks. In the trailer you would see the stereotypical asians wanted to get played as in part of show as a cab driver. The producer of the show asked Dev to do an Indian accent and if he didn't he wouldn't get the part in the play. This indicates the stereotypical view of asians men, and since Dev refuses shows that he is going out of the stereotypical view of the asians.
Whereas, in the second season of 'Master Of None', it shows more ethnicity for example if you look in the trailer it shows Dev running with a Chinese child, whereas in the first trailer there wasn't much races that was shown.
Yellow face is when people use make up to make a 'white' person look like an Asian person. Another way yellow face is used is when a non Asian person is played the part of an Asian person. An example of this is "Ghost In The Shell", where Scarlett Johansson who is an American is playing the role of Motoko Kusanagi. You could also call this white washing as a white person is playing a part of an Asian person.
Another example of Yellow face / Whitewashing is shown in the film of 'Breakfast at Tiffany's'. Where the actor Mikey Rooney played the part of a Japanese man Mr. Yunioshi. Although the producer of the film said that he did not intent to cause any racial comment, others believed that the Japanese part should be played by a Japanese person and not an American as this could be seen as offensive and racist. Later on in 2008 Rooney took an interview about, and he said "Looking back, I wish I had never done it... and I would give anything
to be able to recast it, but it's there, and onward and upward." he then later on said that he wouldn't have done if he knew about how offensive it was to do this. However, before this he received good comments about his word as Mr, Yunioshi, these comments included "God, you were so funny." In his interview he said that "even Chinese and Asians" went up to him, saying that he was "out of this world".
This magazine is aimed at Asian women as shown through the title of this magazine 'AsianWomen'. This is particularly aimed Indians as at the bottom there is 'Bollywood style', we can also infer that this is for Indians because Alesha Dixon is wearing Indian traditional clothes. She is also wearing traditional henna on her leg. This maybe focused at young women, as it says 'Make him want you' which could indicate how women in India are only looking for men to get married, this is a stereotypical view of women, in India. Her position that she is in, is kind of intimidating towards other women, I think this because she is looking directly at the camera, this direct address makes the audience think they should look like this. This could also link to the fact that society has put an image in everyone's head that they should look like a certain someone, skinny, and wear a lot of make up and the way the people dress too.
Maybelline- "Maybe she is born with it maybe its Maybelline"
Shock Tactics
I believe that Barnardo's adverts has the most shocking tactic and as they use brutal imagery to make the audience feel uneasy for example( the advert below)
This advert in my believe is the most shocking advert out of all of the Barnardo's adverts. I think this because the fact that it is repeating and it is going faster and faster , brings up the tempo which therefore makes the audience feel the pressure and tension of this advert. By using brutal imagery this makes the audience feel the emotion like it is pouring out of the advert. The fact that it is repeated makes the audience remember the scenes which makes this advert memorable. Barnardo's leaves a deep impression on the viewer, the fact that the images are repeated again and again, faster and faster, makes this stick in the audiences head. This will most likely make the audience help them and call them.
Another one of Barnardo's advert, is called "Life Story". As the camera is held by a person and it is shown, makes the advert feel very personal to us. This advert slowly goes from bright colours to dull colours which could indicate how his life is now bright and happy and not dull like it was for when he was young. The characters change from who is now to slowly changing down to years, to finally a young boy, who is "scared". The fact that it has started happy and then went to sad, leaves an impression on the viewer which makes them feel sorry for them and makes them want to call to help the children. We all feel sympathy towards little children, so the fact that they have ended the advert with a young child saying "I'm scared", makes the audience feel the emotion of the child due to the facial expression and tone of the child, as well as the music in the background which makes us feel the sorrowfulness of the child.
They have used a classic children's song to make it more touchy and make it appeal to the parents who has children. The narrator also tells a story almost like a bed time story which makes the audience think of what kind of bedtime story this is for it to have "massacare" and "rape" in it. This therefore makes the audience think that they don't want this to happen to their children. From the harsh words and brutal imagery this brings the listener's attention. At the end of the video the another person was talking, this is read in a deep tone which shows the seriousness of the situation. By using the word "please" makes the audience feel the emotion and urgency of saving the children. Also the fact that this is about children makes the audience feel the sympathy. When the narrator says "children fighting adults wars" this makes the audience feel guilty at the fact that children are fighting for something the adults are supposed to do, and the fact that is children we feel more sympathy towards children rather than adults. The audience think the children who hasn't had a good childhood.
This advert is criticized because of the message that was shown, to the audience. Some of the message that was received was that protest is like a block party. And we are not sure of what the protest is about. Towards the end it seemed like they were copying a Baton Rouge protester in 2016 called Ieshia Evans who was arrested. The fact that Kendall is white, tall kind of makes it a bit racial. Audiences are angry at the fact that it shows that they are co-opting black lives matter. Also the fact that it is Kendall Jenner giving the message connotes that Pepsi is saying the attractive lives matter. As Kendall Jenner hand the police officer the Pepsi questions the fact that they think that a beverage would resolve matters.
Ieshia Evans- source: google images
Pepsi has apologized has said in their statement that it was "missed marked" and they were just trying to show "unity". Also in their statement they have apologized to Kendall Jenner for "putting her in this position". However some people are voicing their opinions by saying that it was her choice to do this advert and she never asked questions about and she is held accountable too.
In this advert, men is portrayed as competitive as there is a bull and Mcconaughey it almost looks like a stand off between two men. As bull is a symbol of men, as men is seen to be rough. The bull is seen to be the alpha male as it has '180 pounds' and has gained Mcconaughey's respect and that is the reason why he turned away from the bull and took the long way. Mcconauhey is seen to be the cool , aspirational, family guy, this is shown through the symbolic ring, shows that he is quite traditional. At 0:39 seconds in the advert you can see the open road which could connote freedom, but the fact that Mcconaughey turned away from that could interpret the power of respect. Towards the end you can see that the car is not going up that hill of freedom, its going down. I can tell this by the road being flat, and we do not see the open road to freedom.
Trailer- The Inbetweeners
Men in this trailer is seen to be competitive to get girls. They are all in their teenage years, as they are portrayed as nerds they are shown as sexual failures, which makes then obsessed with sexual intercourse. This is the stereotypical view of men, that they are obsessed with sexual intercourse. They are all white, racial discrimination, there isn't as single mixed raced person there. There are stereotypical view of men shown such as drinks and sports. They are coded as stupid, as they don't know how to act around women who they see as fantasy figure. They are also labelled as failed domestic male.
Women in general are seen to be objects. This is shown in TV adverts, music videos. An example of this is Asda's Christmas advert, and Blurred Lines from Robin Thicke.
In the music video - Blurred Lines
The lyrics- Not full lyrics
Tried to domesticate you---> The stereotypical women who stays in the house and do the housework
But you're an animal----> This contrasts with 'domesticate'
That man is not your mate---> Very possessive
And that's why I'm gon' take you --->This shows that women are easy to take, this also shows that they have no say whether she wants to go with person.
Good girl! I know you want it---> The repetition shows that he is trying to convince the women that she wants it I know you want it I know you want it You're a good girl!---> In the end the men won Can't let it get past me---> This shows that he is in control
I hate these blurred lines!---> This could suggest that he is confused, maybe between whether he wants to be like this the stereotypical men or the nice and respecting men. I know you want it---> There is repetition again this shows that he is still trying to convince the women, maybe to make him not feel guilty of what he is doing. I know you want it I know you want it
You the hottest bitch in this place!---> This shows that women are judged only by their looks. By using the word "bitch" shows that women in their eyes are not seen as human but an animal. Get down---> This sound imperative, like the women has no choice of what she wants to do. In the music video it seemed like Thicke was pushing the woman down. This demonstrated the way women is treated by men. Get up Go ahead, get at me---> This almost sounds like a threat like a dare.
Asda's Christmas Advert - 2012
The mother in this advert is doing everything in the house. This shows the stereotypic housewife/ mother who stays in the house, and cooks and cleans. And when you look at the father, the only thing he is used for is physical use another stereotypical view of men. At the start of the advert the father was choosing a tree but the mother said no, this shows that the women always takes in charge of everything, this also connotes the stereotypical view of how most of the decision making comes from the women in the relationship. Going back to the mother, the director only shows one second of her having a break with tea and chocolates. The symbolism of the chocolate is very stereotypical to women as women are said to love chocolates. Along with the music it makes it seem very rushed and stressful, it makes the audience feel the rush. When she takes the break the music calms down, which makes the audience feel the relax-ness that the mother is feeling too. Throughout this advert you only see the mother doing every, and when she sits at the dinner table she doesn't get a proper chair. Also, at the dinner table at the head of the table is the father, this shows how he is dominated. At the end of this advert you see the mother give a an expression that she that she is happy with what she has done, this shows that mothers are selfless.
