the purpose of advertisement

Do advertisement reinforce dehumanizing stereotypes through the use of niche marketing and playful coding? .use at least three arguments from the following ideas: Jack Solomon begins the chapter with a semiotic analysis of American advertising, highlighting the ways in which conflicting mythologies of populism and elitism are exploited to push the goods. A paired set of readings by James B. Twitchell and Steve Craig follows, revealing the elaborate psychological profiling schemes by which marketers categorize potential consumers and the gender-coded formulas that can be found in TV commercials. Next, Jia Tolentino deplores the ways in which the call for women’s empowerment has been sidetracked into ad campaigns for everything from paper towels to underwear, while Alex Mayyasi reveals the “calculated, highly progressive ad campaign” by which Subaru of America reimaged its line as being cars for lesbians. Jessica Contrera is next up with a survey of the “mortifyingly” inept efforts of political campaign managers to entice millennials to vote, and Kalle Oskari Mattila explains why, and how, text is disappearing from corporate logos as part of a “debranding” effort to entice consumers back to the corporations they mistrust. Juliet B. Schor then surveys the ways in which marketers try to turn kids into cool customers — perhaps somewhat ahead of their actual years — while Stephanie Miller reports on “gamification”: “the practice of applying game mechanics to non-game environments to motivate people and change behavior.” Julia B. Corbett concludes the readings with a look at marketers who seek to cash in on the “lucrative market of ‘green consumers.’” The chapter then presents a “Portfolio of Advertisements” for you to decode for yourself.

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