Sample Public Relations Article Review Paper on Introduction to Media

Introduction to Media

Summary

            The chapter is based on the research commissioned by Paul Willis. This research was conducted after determining that most of the young people perceive arts as remote and institutional rather than a component of daily activities. According to these youths, art entails whatever they are compelled to do in school (Nava & Nava, 767). The project therefore explored numerous cultural forms and symbolic expressions through which young people establish their identities, consumption approaches, and significance of investment. The objective of the project was therefore to examine creativity wherever it is, and its forms. It is in these references that arguments pertaining young people, art and advertising has been majored.

            From an illustration, the authors assert that it is difficult to reach to the youths through adverts yet they ought not to be ignored. Present advertising is concerned with how to reach the present youths as they watch TV less than any other groups. It is also worrying how to persuade and gratify them in relation to the its reference in the trade. In another instance, young consumers are sophisticated, video literate and sensitive to belittlement. Young people are able to notice quickly clues and covert messages than other age groups (Nava & Nava, 770). Herbert Marcuse, an influential left thinker emphasizes that advertising is an inherent aspect of consumer capitalism that convinces us to buy by creating false needs of indoctrinating people into social conformity and suppressing political opposition. Given this, some of the present ideas are now a component of the received wisdom. This is further depicted by the notion that there is a prevailing cause and effect relationship between advertising and purchasing of commodities. Advertisements work and so are the young more likely to be influenced by the psychologically informed scheming of the marketers.  

Advertisements strive to confine the discerning audience and win its esteem (Nava, 174). The adverts apply the code that they are likely to appeal the desired population with the most developed analytical skills, especially to the young. This is irrespective of the suitability of their product for the form of treatment. Adverts also strive to capture the younger children’s attention as they enjoy watching adverts. It is apparent that the young generation consumes commercials independently of the marketed product. The argument in this case therefore is that analysis mode through which the commercial is consumed leads into the cultural skills of the young generation.

Technologies and forms requisitioned by the marketers presently are painting, photography, cinema, graphics, and video scratch. Surrealism and dada have been applied in cigarette advertising. Advertisements cross-reference each other, apart from drawing specific narratives and images from other forms. Cross reference is made often when an advert becomes successful (Nava, 174). Recently, behind the camera personnel has been increasing the rate of crossover between commercials, cinema and TV. Critical analysis of the present state of advertising and marketing theory and practice solves some queries. To Among these are the approaches to be used return to the young people, how to incorporate the young into the commercial in an increasing innovative and sophisticated cultural approach. It is clear that advertisers lack confidence on the old theories of promotion of the sales of advertisements. To unravel these challenges, marketers are turning to creative departments in their organizations to apply their imaginative, inventiveness and intuition rather than the trainings they have acquired in art schools. An example of an advertising that has artistic value is the advert of a Jewish young man who passed his pottery and sociology exams and failed the rest. The advert is appealing to the young people as they are made to judge the advert and the man in the advert.

Stereotypic Advert

            The essence of an advert is to attract people to a product and influence the decisions consumers make on certain products or lifestyle. Adverts contribute to culture, and capture the moment. In the advert, just as the real world, gender has been diverged, especially with the modern mindset on gender. In the real world, women actively participate in sports, are not likely to shave, and are managers of organizations. However in the world of advertising, women are, perceived be giddy over yoghurt and openly dislike chocolate bars. There is also a distinct absence of gay and transgender groups in advertisements, which are an omnipresent portrayal of women who shave, drink beer and have it all. This is contrary to some of the adverts, which are seen as against the norm.

In this advert, the face of a pretty, young girl with a masculine confidence to involve herself in a male dominated game is quite attractive to the public. Before the audience realizes the kind of product being advertised, they get to see the girl and the phrase accompanying the image. The audiences are drawn to the product by the image and they may be influenced to try willingly out the product even before they test its quality. This advert contributes to the culture by involving the girl and the hence the gender. In the advert of the Always; like a girl, the phrase ‘like a girl’ captures much negativity related to women. The phrase perpetuates the stereotype of the way women participate in their daily activities. In all they do, women are perceived as inferior to what all men do. In the advert, a young girl is seen grasping a tennis ball and about to throw it as though she is playing the game. The young girl looks confident of herself and innocent of any stereotype she may be related with. This is contrary to the related phrase, which emphasizes the incompetency of the young girl and the women gender she may be representing.

The fact that she is a young girl, engrossed in the game implies that the advertiser wishes to attract the women gender to the product or that she may be seeking the opinion of the males concerning the product. Though the product is related to the entire society, the participation of the young girl greatly contributes to the inclusion of children her age to application of the product. In the adverts where women are included in the images, they are portrayed as beautiful, feminine, and cute. This perception is often appreciated and an approach to portray women as exceptional and ignorant of their roles in the society. In this advert, the women gender is portrayed as rather greedy and ambitious as they are seeking the activities and masculine roles, which the male gender has succeeded in.

Adverts in businesses are useful as they form means of informing the customers of the available products and the form of services they can acquire. The big picture in advertisements additionally adds value of the cultural well being as opposed to the human well being and environmental sustainability. Advertisers on the other hand do not perceive these adverts in any negative means rather; they perceive them as a reflection of the societal values, and choice. Even though adverts do not expand the market share, they are likely to expand the size of the market.

Works Cited

Nava, Orson & Nava Mica. Discriminating or Duped? Young People as Consumers of

Advertising/ Art. London: Sage. Pages 767-776. Print

Nava, Mica. Changing culture: Feminism, Youth and Consumerism. London: Sage. 1992. Print