Please Read Arnold Barban, “The Dilemma of ‘Integrated’ Advertising” Barban_Dil
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Please Read Arnold Barban, “The Dilemma of ‘Integrated’ Advertising” Barban_DilemmaOfIntegratedAdvertising (dry, very dry)
This article is something of a technical paper, written for ad executives and media strategists. You will notice that the terminology is, to say the least, out-of-date (no fooling!).
While reading this you might consider the ways that language, tone and biases effect different aspects of advertising. The mini-paper (4-5-paragraphs) for this reading will be a little different. Please identify and document 3-4 advertisements in recent web pages, posters, billboards, TV ads, etc. where race, ethnicity, gender or cultural identity play a role in shaping a brand’s message. Note that identity and race can be used in a seemingly positive, embracing way, or in a cynical, pandering manner; or it may be difficult to tell. The most interesting ads are probably the most nuanced. Use ads that you encounter this week, after completing the reading. We’ve all seen some of the widely publicized missteps from companies such as H&M, Dove, Sony, etc. …these are all very obvious. Post snapshots, rough scans or screenshots of your selected with short captions describing the image and the source from which the image was found. You may copy and paste images directly in the message box*. Make sure they are cited (source link if from online) Then add captions under each one. If you’re looking at printed matter, photograph them.