STEP 1: MAKE OBSERVATIONS
1. The person depicted in the ad is a young, very attractive, Caucasian woman. She is wearing tight jeans and a short button up shirt that is buttoned down in the chest area and reveals her stomach and a tiny bit of cleavage.These tight clothes define the curves of her body.
2. The camera angle is eye level and is farther away from the subject.
3. The light appears to be artificial. There is good lighting and it makes the woman stand out from the background. No areas of the photo seem to be drastically highlighted. There don't seem to be any shadows either.
4. The ad doesn't have any colors that stand out drastically but has a rather plain and simple feel. The background is plain grey with nothing else so it doesn't take away from the model and her milk stache.
5. The text in this ad is actually very small and its kind of frustrating. The largest text is their slogan "got milk?". The medium size font says "model behavior" as almost like a title of the ad. Also providing some lowkey hints that this is supermodel Gisele Bundchen; wife of NFL Quarterback Tom Brady. The small text is the spiel about milk and how it helps your body. This is the smallest text because its probably the least important in this context and they want to focus on the fact there is a model drinking milk. The font is very plain and simple. Nothing about this ad is overly eye catching and distracting.
STEP 2: DETERMINE THE PURPOSE OF THE AD
1. The product being sold is milk, more importantly cows milk.
2. Milk being the product I don't find it overly appealing. I think they try to make the ad very appealing because the product is so ordinary.
3. The target audience for milk is usually everyone. This ad is mostly targeting young people and more precisely possibly young girl??? I find an audience for this ad kind of hard to interpret because the product is just plain old milk. I think using an attractive young woman as the conveyor of the message might make them think by drinking milk they will look like her.
4. I think the ad is trying to associate feelings of appearance. Again using the super model as the conveyor of the message might make them think by drinking milk they will look like her.
STEP 3: DETERMINE THE ASSUMPTIONS THE AD MAKES & THE MESSAGE IT SENDS
1. I think the assumption made about gender is "Woman can be strong and independent when they drink milk" or "Woman who drink milk don't need a man". I don't find these assumptions realistic because milk doesn't make you independent. It is no longer acceptable to think that woman must depend on a man to do everything. Woman are strong on their own and don't need milk to prove it. These assumptions reinforce stereotypes about gender identity.
2. Assumption: "Caucasian woman are strong and gorgeous from milk and promote positive behavior." It is not realistic for Caucasian woman to be the ideal image of a strong woman. This isn't fair for other races. These assumptions reinforce stereotypes about gender identity.
3. The assumption that could be made is "Classy wealthy people drink milk." These assumptions are not realistic. I find this assumption weird and unnecessary.
STEP 4: CONSIDER THE POSSIBLE CONSEQUENCES OF THESE MESSAGES
1. Short term consequence: Possibly having low self esteem compared to the model in the ad.
Long term consequence: Always connecting Gisele Bundchen to milk. People that don't like her might not want to buy milk because she was involved.
I seriously am trying my best here becuase those are dumb but I didn't think a stupid milk ad could have consequences??
2. The text and fact that the ad provides is realistic. The message from this ad that could be seen as realisitic would be the model and since she drinks milk you should too."Model behavior" And unrealistic expectations that milk could make you look like her.
3. I think this ad does undermine social change by sending out an unrealistic message that you could look like this model.
4. An ad that is socially responsible must meet an ethical standard. The ad cannot be seen as deceptive by its viewers, I think this ad appears socially responsible but could be interpreted differently to others who take a milk ad more seriously.
5. To think of yourself primarily as a citizen would be someone who has greater values and isn't just looking out for oneself but rather a community and others well being. Basically a better person who is on a higher level compared to everyone else. A citizen would be a general person who isn't exactly so responsible and determined to be different and help the community. I think everyone is a mixture of citizen and consumer but everyone should aim to be a citizen rather than consumer in order to improve our lives and community.
STEP 3: DETERMINE THE ASSUMPTIONS THE AD MAKES & THE MESSAGE IT SENDS
1. I think the assumption made about gender is "Woman can be strong and independent when they drink milk" or "Woman who drink milk don't need a man". I don't find these assumptions realistic because milk doesn't make you independent. It is no longer acceptable to think that woman must depend on a man to do everything. Woman are strong on their own and don't need milk to prove it. These assumptions reinforce stereotypes about gender identity.
2. Assumption: "Caucasian woman are strong and gorgeous from milk and promote positive behavior." It is not realistic for Caucasian woman to be the ideal image of a strong woman. This isn't fair for other races. These assumptions reinforce stereotypes about gender identity.
3. The assumption that could be made is "Classy wealthy people drink milk." These assumptions are not realistic. I find this assumption weird and unnecessary.
STEP 4: CONSIDER THE POSSIBLE CONSEQUENCES OF THESE MESSAGES
1. Short term consequence: Possibly having low self esteem compared to the model in the ad.
Long term consequence: Always connecting Gisele Bundchen to milk. People that don't like her might not want to buy milk because she was involved.
I seriously am trying my best here becuase those are dumb but I didn't think a stupid milk ad could have consequences??
2. The text and fact that the ad provides is realistic. The message from this ad that could be seen as realisitic would be the model and since she drinks milk you should too."Model behavior" And unrealistic expectations that milk could make you look like her.
3. I think this ad does undermine social change by sending out an unrealistic message that you could look like this model.
4. An ad that is socially responsible must meet an ethical standard. The ad cannot be seen as deceptive by its viewers, I think this ad appears socially responsible but could be interpreted differently to others who take a milk ad more seriously.
5. To think of yourself primarily as a citizen would be someone who has greater values and isn't just looking out for oneself but rather a community and others well being. Basically a better person who is on a higher level compared to everyone else. A citizen would be a general person who isn't exactly so responsible and determined to be different and help the community. I think everyone is a mixture of citizen and consumer but everyone should aim to be a citizen rather than consumer in order to improve our lives and community.
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