Summary
Kentucky Fried Chicken (KFC) has come together to create an advertisement in which Colonel Sanders is featured holding a bucket of KFC fried chicken, with two women standing next to him while smiling. The advertisement is to simulate two homemakers, delighted at the prospect of less kitchen duty during the hustle and bustle of holiday season, by buying KFC chicken instead.
Paraphrase
In KFC's 1968 Christmas ad Colonel Sanders is seen standing in the center of the frame, holding a bucket of KFC chicken, with two smiling house wives at his side. All three of them are dressed in Christmas clothing. During the busy holiday season it can often be difficult to balance the daily chores and activities among the added tasks of holiday shopping and preparing holiday meals. KFC is claiming to offer an effective solution by making meals for you. Like they said, "who's got time to fix dinner during Christmas rush?"
Quotation
The 1968 KFC Christmas ad claims that their chicken will, "give you a rest during the rush."
Tuesday, October 27, 2015
Summary:
In Rubin's analysis of a Coca-Cola ad she examines the various elements within the ad and their reason for being there. She goes further and makes the claim that the ad is so effective since it represents the unattainable American dream.
Paraphrase:
In her analysis of a 1950's Coca-Cola ad, author Melissa Rubin's how Coca-Cola managed to appeal so greatly to the general public. Initially she notes the most obvious design elements. White, fluffy clouds on a blue sky, giving the appearance of peace. A red Coke machine towering over the skyscrapers in the metropolis behind it, implying that it is more important than them. A cheery mascot gesturing for the reader to take a sip. Continuing on she goes further into detail, analyzing the mindsets of the American people in the fifties. She points out that at the center of the congregation of people in the ad are three service men, highlighting their importance and Coca-Cola's support for the military, a tactful popularity move. Next to them are blue collar workers and their bosses, implying that Coca Cola is a relaxing drink for all hard workers to enjoy together. Delving deeper, she explains the lack of gender and racial diversity in the ads. In the background only a few women are featured and in casual dresses instead of working clothes, Rubin claims it "represents the assumption that women played a less important role in society--or at least in the war effort and the workforce."(Page 179). More glaringly though there is no racial diversity in the ad entirely, showing that Coca-Cola as did most American citizens still though of non-whites as insignificant people and unworthy of spots on a Coca-Cola ad. In her conclusion she states that, "The message: theirs is a life to be envied and emulated, so drink Coca-Cola and life that life yourself,"(Page 180)
Quote:
In Melissa Rubin's analysis, she makes the claim that we, "can learn a great deal about [a] culture by looking closely at the deliberate ways a company crafts an ad to appeal to particular audiences."(176)
In Rubin's analysis of a Coca-Cola ad she examines the various elements within the ad and their reason for being there. She goes further and makes the claim that the ad is so effective since it represents the unattainable American dream.
Paraphrase:
In her analysis of a 1950's Coca-Cola ad, author Melissa Rubin's how Coca-Cola managed to appeal so greatly to the general public. Initially she notes the most obvious design elements. White, fluffy clouds on a blue sky, giving the appearance of peace. A red Coke machine towering over the skyscrapers in the metropolis behind it, implying that it is more important than them. A cheery mascot gesturing for the reader to take a sip. Continuing on she goes further into detail, analyzing the mindsets of the American people in the fifties. She points out that at the center of the congregation of people in the ad are three service men, highlighting their importance and Coca-Cola's support for the military, a tactful popularity move. Next to them are blue collar workers and their bosses, implying that Coca Cola is a relaxing drink for all hard workers to enjoy together. Delving deeper, she explains the lack of gender and racial diversity in the ads. In the background only a few women are featured and in casual dresses instead of working clothes, Rubin claims it "represents the assumption that women played a less important role in society--or at least in the war effort and the workforce."(Page 179). More glaringly though there is no racial diversity in the ad entirely, showing that Coca-Cola as did most American citizens still though of non-whites as insignificant people and unworthy of spots on a Coca-Cola ad. In her conclusion she states that, "The message: theirs is a life to be envied and emulated, so drink Coca-Cola and life that life yourself,"(Page 180)
Quote:
In Melissa Rubin's analysis, she makes the claim that we, "can learn a great deal about [a] culture by looking closely at the deliberate ways a company crafts an ad to appeal to particular audiences."(176)
Thursday, October 22, 2015
Group Ad Presentation Analysis
In the ad the women are happily smiling, clutching Colonel Sanders arms as if he is a family member or love interest. In their hands are presents, while in Sanders hands is a bucket of Kentucky Fried Chicken filled past the brim in the center of the frame implying that it is the most important present. On the Colonel's head is a Santa hat which matches his snowy white beard, making him appear almost like Santa Claus himself, bringing presents and joy every Christmas in the form of KFC chicken. His white suit giving great contrast to the golden brown chicken he is holding. All 3 people in the frame are dressed in the image of the ideal American on a Christmas day in order to appeal to those who desire to achieve that image. Perhaps if they eat KFC they can be like them. In the upper right corner it says "Who's got time to fix dinner during Christmas rush?" implying that a person as busy as the homemakers reading the ad should give themselves a break and buy KFC for dinner. Later on it says it is "ready in minutes at over 1900 locations all over the nation" to emphasize its convenience. At the top of the page in bolded letters it says "He'll give you a rest during the rush", a very persuading proposition for the busy housewife during the holiday bustle.
In Class Lab: Textual Analysis Paper
1. The publishers are PETA, Freedom For Animals, and Mercy for Animals.
2. They are intended to affect the general consumer that use products that were tested on animals in inhumane conditions, or for consumers of products such as fur coats and other animal products.
3. Each ad is directly denouncing a product or company that involves animal mistreatment.
4. To raise public awareness about animal cruelty involved in many consumer products in order to help further the cause through mass boycotting.
5 and 6. They are attempting to make the consumer feel more directly connected to the issues such as animal cruelty and animal testing. They do this through emotional devices such as a sad dog face, disgusting blood in hair, and a silently judging pug. They also use logical devices like "If you wouldn't wear your dog please don't wear any fur."
7. They persuade the general public to be less supportive of companies, products, and behaviors that promote inhumane treatment of animals
2. They are intended to affect the general consumer that use products that were tested on animals in inhumane conditions, or for consumers of products such as fur coats and other animal products.
3. Each ad is directly denouncing a product or company that involves animal mistreatment.
4. To raise public awareness about animal cruelty involved in many consumer products in order to help further the cause through mass boycotting.
5 and 6. They are attempting to make the consumer feel more directly connected to the issues such as animal cruelty and animal testing. They do this through emotional devices such as a sad dog face, disgusting blood in hair, and a silently judging pug. They also use logical devices like "If you wouldn't wear your dog please don't wear any fur."
7. They persuade the general public to be less supportive of companies, products, and behaviors that promote inhumane treatment of animals
Rubin Summary
In her analysis of a 1950's Coca-Cola ad, author Melissa Rubin's how Coca-Cola managed to appeal so greatly to the general public. Initially she notes the most obvious design elements. White, fluffy clouds on a blue sky, giving the appearance of peace. A red Coke machine towering over the skyscrapers in the metropolis behind it, implying that it is more important than them. A cheery mascot gesturing for the reader to take a sip. Continuing on she goes further into detail, analyzing the mindsets of the American people in the fifties. She points out that at the center of the congregation of people in the ad are three service men, highlighting their importance and Coca-Cola's support for the military, a tactful popularity move. Next to them are blue collar workers and their bosses, implying that Coca Cola is a relaxing drink for all hard workers to enjoy together. Delving deeper, she explains the lack of gender and racial diversity in the ads. In the background only a few women are featured and in casual dresses instead of working clothes, Rubin claims it "represents the assumption that women played a less important role in society--or at least in the war effort and the workforce."(Page 179). More glaringly though there is no racial diversity in the ad entirely, showing that Coca-Cola as did most American citizens still though of non-whites as insignificant people and unworthy of spots on a Coca-Cola ad. In her conclusion she states that, "The message: theirs is a life to be envied and emulated, so drink Coca-Cola and life that life yourself,"(Page 180)
Pg 181 1-4
1.Through Rubin's analysis she reveals that Coca-Cola prime position that it currently has in the soft drink market is due to the popular appeal it gained during the war times. She also notes how racial themes were used throughout Coca-Cola's early advertisements and how Coca-Cola tried to display the American life as ideal in its ads to encourage foreigners into drinking it in hopes of becoming more American-like. She uses old ads and statements done directly by Coca Cola to support her analyses.
2. Historical context is included in her numerous quotes and the full page ad. Her additional synopsis of the mindset and life of the average man of the period and the importance of historical events such as labor unions to Coca-Colas development also help to give context. These contribute by grounding her analysis more firmly in reality, allowing readers to better connect with the narrative.
3. Other questions that can be answered through ad analyses are: Who were the primary buyers of the time period, what was the ideal lifestyle of the time, what advertising techniques were effective against people of the time period?
4. A large number of ads that feature anything from dishwashers to jeans depict an American family of 4 living in a sizable middle class house. This shows that an ideal life for our era is having a stable family, home ownership, a quiet suburban life, and a steady income. Compared to old Coca-Cola ads things have not changed to much. Although ads now focus more intensely on family life, both still feature primarily middle class workers relaxing and enjoying life due to their product.
2. Historical context is included in her numerous quotes and the full page ad. Her additional synopsis of the mindset and life of the average man of the period and the importance of historical events such as labor unions to Coca-Colas development also help to give context. These contribute by grounding her analysis more firmly in reality, allowing readers to better connect with the narrative.
3. Other questions that can be answered through ad analyses are: Who were the primary buyers of the time period, what was the ideal lifestyle of the time, what advertising techniques were effective against people of the time period?
4. A large number of ads that feature anything from dishwashers to jeans depict an American family of 4 living in a sizable middle class house. This shows that an ideal life for our era is having a stable family, home ownership, a quiet suburban life, and a steady income. Compared to old Coca-Cola ads things have not changed to much. Although ads now focus more intensely on family life, both still feature primarily middle class workers relaxing and enjoying life due to their product.
Tuesday, October 20, 2015
10/20 Group Lab
1. We all agreed that Heather's main point was that Mad Men was a ideal representation of American Society, using the revered 60's as the setting to further represent the ideal. We think that Mad Men is a stark contrast to the stillbirth that is the American dream currently. We reached consensus that this point was defined early and later elaborated on throughout the body paragraphs.
2. We can now see after reading chapter nine that she tailored her thesis to better relate to the American audience by giving brief anecdotes of an American dream that is no longer apparent. She carefully defined her main point and then analyzed the components of Mad Men that supported her agenda. During an analysis considering the audience is important and since the main readers are an American audience her narrative was polished to better relate to its readers and evoke an emotional reaction from them. Analyzing the larger context is also vital, she did this by noting the various characters that represent forms of femininity in the world and connecting their overall success in life back to this in an effort to articulate that independence is an important trait to women in the modern world.
4. This essay fits the criteria for an analysis paper because it considers the audience, articulates its purpose, considers the larger context, and considers design. Being that a narrative about the treatment of women throughout the years by the media will be mostly read by feminists, the author quite clearly adjusted his writing to strike upon many feminist talking points. Some of these include objectification of women, increasing independence and education of women, and the gender role of being required to be youthful. His point is articulated rather clearly at both the beginning and end, with some implication of it in the middle. The author also points at trends in the larger context, noting on how ads began to use more stats and science based persuasion techniques as time went on and women became further educated. Finally, the author goes into great analysis on the various design elements used within the respective ads.
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