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ENGL001 English Composition I

Published : 02-Sep,2021  |  Views : 10

Question:

Using the Visual Argument Analysis Essay Rubric listed below as a guide for the specific grading criteria, compose an essay that analyzes the effectiveness of a visual argument.  

Ours is a visual world. We are exposed to visual messages constantly, and advertisements are meant to persuade us to buy a product or influence our behavior. For this essay, select an example of visual media advertising and analyze it to see how it works to influence people. The goal of the assignment is to think about how visual images can be persuasive, and to use your written powers of persuasion to convince the reader that the ad is either effective or not effective. 

  • Select either a print or electronic media (television or web) advertisement for a product or service.(select one specific ad to analyze).

  • Develop at least three criteria by which to analyze the ad. For example, you could analyze the appearance, the message, and the intended audience. Clearly present in the introductory paragraph the criteria by which you will analyze the ad. Your thesis should indicate either that the ad is effective, is not effective, or has both features. You must have a clear thesis. Your conclusion should offer suggestions for improvement if the ad is ineffective.

Answer:

In this world of acute consumerism, the visual media controls the people significantly. Any information through various modes entertainment reach to the millions of consumers easily. They consumer habit of the consumers get decided by those programs most of the time and the effect of such programs on the young minds is undeniable. There are multiple issues that have been bothering the sociologists and social activists for years. Gender stereotyping is one such problem that even in this post-modern era bother the responsible citizens (Cote & Levine, 2014). The world has experienced many movements from feminism to movements against slut shamming but the gender stereotyping against the women needs to be highlighted. The advertisement makers or financing companies have been using gender stereotyping as a persuasive technique and shockingly it has proved to be effective in most of the cases. That is the primary reason that the viewers see a female model with seductive clothes or behavior in a male shaving cream advertisement (Xu, 2016). These advertisements mostly target their male audience and these methods act as their feeding techniques to them and often they become successful in their plan without making any logical sense. M1’s You Deserve Better is one such advertisement.  

The selected advertisement for this paper is the “You Deserve Better” ad by MobileOne Ltd. Or M1. MobileOne Ltd. is Singapore’s one of the powerful mobile communications provider (M1.com.sg, 2017). The company offers full range data communications and mobile voice services over 2G,3G or 4G network. It also provides with international calling services to its fixed line and mobile customers. This mobile company has more than a million users so the effect of the services over the customers can be imagined. It provides wireless broadband service and collaborated with Starhub and increased its customers. This mobile network company aims to the younger generation who grew up through the popular culture, reality television and internet boom. The imagination and interest of the services captured the interest of today’s youth. The internet savvy customers who practice content sharing and entertainment material at every moment are greatly influenced by the company’s powerful advertisements.

The selected advertisement is from the You Deserve Better ad campaign and the specific advertisement is “Talk all you Can Play” plan that offers free unlimited outgoing calls and in the advertisement the M1 mobile company is making fun pf the competitors (YouTube, 2008).  This is a 30 seconds long ad consisting of 4 male characters, one female and one plant that talks in male voice. In the ad three employees presenting a business idea to their boss and they describe that their customers love to talk and they talk to anything from a bed to a plant and that is why they discovered a plan where the customers can talk even to plants and without any call limitations. Then they call a female employee who is carrying a moving plant in her hand. The plant comments about the female employee and the boss feels happy about the plan.  The advertisement planned to be entertaining and catchy so that they can capture the concentration of the users easily. However, the advertisement highlights various aspects that talks points out multiple issues that today’s visual medium presents to the world.

This is natural cognitive practice of human beings to gather and organize essential knowledge from their surroundings. The entertainment programs of the visual medium present certain representation of reality that form the human cognitive scheme (Greenfield, 2014). The advertisement makers often use stereotypes to convey their ideas.  The advertisements generally tend to align with the conventional practice presenting certain messages through stereotypes so that certain consumer groups identify with them easily. The advertisement in the discussion demonstrates the alarming problem of modern society that is the spreading messages of gender stereotyping to its consumers. The discrimination against women has been a long practice of the commercial advertisement world despite the long criticism (Anand & Tyagi, 2017). In the M1 advertisement the organizational leadership is a man and all the employees who sitting and actively participating in the organizational activity are males as well.  The advertisement can be interpreted in another way of discrimination as well. This is a mobile company working in Singapore and the boss is an American. The fascination with the west is often gets presented in visual medium in the developing countries and this is no exception. This is also a stereotypical thought that the underdeveloped countries are depended on America which is not the case. Upon calling in a degrading manner, another female employee enters the presentation room who seems to belongs to a secretarial position and it is clearly evident that she is being objectified. The plant is also a male because he talks in a masculine voice. The plant objectifies the woman employee in lustful manner and with as the plant makes sexist remarks the male employees express their joy. The gender discrimination in the work place has always been a societal practice and the advertisement makers use this strategy to connect to their customers. Most television advertisements present women as a housewife or subject to male gaze (Lysonski, 2015). As in this advertisement the woman is in the outside office set up she take up the role of a messenger who conveyed the sexual messages to its male viewers. Also the women are often presented as weaker than men like in this advertisement.

This type of messages often has a strong negative impact on the society. The gender stereotype results in setting up the norm and construct the gender identity of the young viewers (Boden, 2016). In this advertisement the woman in a workplace sphere is just like a showpiece as she is serving the male spectators. The makers of the advertisement successfully reflected the desire of its male recipients. The women in this advertisement just acts as mean to provoke erotic desire to its male viewers. It was not necessary for the advertisement to include a female character but adding her expands the desire quotient that delivers the message more effectively to its consumers. The world has been changing and the women are altering their roles decided by the social construction; therefore, the true and exceptional representation of women would be more effective for the companies to grab attention of the consumers.

References

Anand, M., & Tyagi, V. (2017). Advertising: Boon or Curse for Women. International Journal of Research in Economics and Social Sciences, 7(3), 116-124.

Boden, J. (2016). Mass media: Playground of stereotyping. International Communication Gazette, 78(1-2), 121-136.

Cote, J. E., & Levine, C. G. (2014). Identity, formation, agency, and culture: A social psychological synthesis. Psychology Press.

Greenfield, P. M. (2014). Mind and media: The effects of television, video games, and computers. Psychology Press.

Lysonski, S. (2015). Sex-Role Stereotyping in Advertisements: A Re-Examination. In Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference (pp. 461-464). Springer, Cham.

M1 You Deserve Better - YouTube. (2008). YouTube. Retrieved 5 November 2017, from https://www.youtube.com/watch?v=cJ0ykYYIy30

M1. (2017). M1.com.sg. Retrieved 5 November 2017, from https://www.m1.com.sg/

Xu, Y. (2016). How females perceive masculine advertising models?: Master of Business Study in Marketing at Albany Campus, Massey University, New Zealand (Doctoral dissertation, Massey University).

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