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Sample FOA

Sample FOA. Language and Mass Communication. Introduction. Sex is an obvious tool to sell a product However, it is often overused Quotation: Backlash from the public. http://5thandprospect.com/blog/wp-content/uploads/2009/10/dngsub.jpg. Description. Based on a Dolce and Gabbana ad

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Sample FOA

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  1. Sample FOA Language and Mass Communication

  2. Introduction • Sex is an obvious tool to sell a product • However, it is often overused • Quotation: • Backlash from the public

  3. http://5thandprospect.com/blog/wp-content/uploads/2009/10/dngsub.jpghttp://5thandprospect.com/blog/wp-content/uploads/2009/10/dngsub.jpg

  4. Description • Based on a Dolce and Gabbana ad • A photoshopped version • Shows a group sex scene • Special effects have been added: • Blood • Text • New slogan

  5. Creator • At first glance, creator appears to be Dolce and Gabbana • However, this is a photoshopped version • Found on a blog entitled “Ad Busters” • Clearly this is a satire on D&Gs ads

  6. Techniques – Original Ad • Sex, sex and lots of sex! • Most obvious element in the orgy in the middle • Models are uniformly young • Women are very slender, legs are open • Men are tan and muscled • Provocative positions • Women are objectified • But so are men

  7. Technqiues – Altered Ad • Still lots of sex! • Prominent red against white and gray • Use of the logo • Change of the text: shocking statistic • Change of the slogan • Highlights the trivialization of sex

  8. Underlying Values • Original ad: • Sexual freedom • Sex is depersonalized • Promiscuity • Sexual violence is trivialized, normalized • Reworked ad: • A backlash to overuse of sex in advertising • Not against sex, just the use of sexual violence in advertising

  9. Style vs Substance • Style • If you buy D&G, you will be sexy and desireable. • With D&G you will be have lots of wild sex. • Substance • No claims are made about the product. • It is entirely based on style.

  10. How do different audiences respond? Secular North American Original: Deeply offensive Sex is seen as a sacrament for marriage Reworked ad: Provocative Inflammatory Disgusted Original: Titillating but needlessly sex Degrading to women Reworked ad: Thought-provoking Conservative Christian

  11. The Hard Sell • No claims are made about the product • It sells a lifestyle: • Promiscuity • Group sex • Violence • The reworked ad challenges the original ad: • Implicitly blames the original ad for contributing to violence against women • Encourages audiences to be enraged at this type of advertising

  12. Overall Evaluation • The original ad is effective: • Even if causes outrage, it is memorable • Sex is a powerful motivator • Associating a product with a primal urge

  13. More Evaluation • The reworked ad calls for more reflection: • The text is small and requires attention • Thought-provoking statistic • Encourages a backlash against trivialization of sex • Accuses the ad industry of promoting violence against women

  14. Conclusion • The existing ad is provcative enough • The original ad is provocative in its own right • However, the reworked ad aims to bring a higher level of awareness to the glorification of violence in advertising.

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