1. Determine the scenario: What happens in this frame?
In this frame we see a African American woman with a black eye laughing as if the person on the other side of the fight or competing companies look worse than her at the moment.
2. What is the setting? What are the conditions?
The setting of this advertisement is a beige background to give look and feel of an enclosed space within a building. The conditions of the setting are kind of rough because this woman was just hit in the eye because she’s defending her tobacco brand Tareyton 100’s.
3. Who are the people or groups?
The one person in the advertisement is an African American woman guessing her age range is 32-40. She seems like a woman of honor and loyalty but also keeps positive vibes all around her by the looks of her big smile.
4. What is their point of view around this specific experience?
Their point of view around this specific experience is loyalty and strength. They believe their customers are loyal to the point of violence if anyone tries to sway them to a different brand of tobacco.
5. What are their goals?
Their goals are; to target strong, independent African American women who depend on their brand for their tobacco needs. Their next goal is to show brand loyalty within the tobacco community.
6. What are their assumptions? What are their perceptions?
Their assumptions are that African American women exploit some type of violent behavior and have no problem displaying their skills at the expense of others. In less words they are exploiting the stereotypical “Angry Black Woman” but this ad shows her laughing about the situation.
The Tareyton brand of cigarettes was created by the American Tobacco Company in 1954 and gained popularity during 1963 then sadly faded way in 1981. The conflicts that come with this ad are racial profiling and deformation of character. I believe there was a strong amount of cooperation for all of the wrong reasons.
8. What are the outcomes?
The outcomes of the advertisement were to gain a African American client base, mostly women between the ages of 32-40. Also to express brand loyalty.
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