Assignment for March 24

Please keep the posts coming everyone. They are looking really good. And, again, please keep an eye out for details concerning next week’s lecture. We’ll catch up on the McLuhan Reading and we’ll discuss the next reading, which is a 1969 article by Arnold M. Barban entitled The Dilemma of “Integrated” Advertising.

Here is a PDF: Barban_DilemmaOfIntegratedAdvertising

This article is something of a technical paper, written for ad executives and media strategists. You’ll notice that the terminology is, to say the least, out-of-date. While reading this we might consider the ways that language, tone and biases effect different aspects of advertising.

Your post for this reading will be a little different. Instead of writing 3-4 paragraphs, please identify and document 3-4 advertisements in recent magazines, web pages, posters, billboards, etc. where race, ethnicity, gender or cultural identity play a role in shaping a brand’s message.

Note that identity and race can be used in a seemingly positive, embracing way, or in a cynical, pandering manner; or it may be difficult to tell. The most interesting ads are probably the most nuanced.

Please also use ads that you encounter this week, after completing the reading. We’ve all seen some of the widely publicized missteps from companies such as H&M, Dove, Sony, etc. …these are all very obvious.

Post snapshots, rough scans or screenshots of your selected ads to OpenLab with short captions describing the image and the source from which the image was found. If you’re looking in a magazine, tear out the pages and keep them in your journal.

And, as always, remain healthy and cautious this week, and please let me know if you have any questions. I’m happy to chat online.


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