Race in advertising

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Look through advertisement that are aimed at specific people of color. For example, you might use advertisements found in either racial products, or you can look through specific racially-targeted publications, such as Glamour magazine, Essence magazine, and Latina magazine. Analyze the advertisements and the messages they send.

 

Select a piece of media advertisement that you believe uses race and/or ethnicity to sell a product meant for aesthetic purposes (i.e. makeup, hair products, shaving gel, grooming items, etc.) and discuss how those characteristics are used in the ad.

Specifically, answer the following questions:

 

Describe how race is being represented and what the messages to the consumer are?
Is there a particular body type that is being portrayed as the “ideal”? Are there particular hair and facial features that are portrayed as the “ideal”?
What role does race play in selling the service or product?
Are there explicit messages about race in the advertisements? What are those messages?
How are stereotypes perpetuated through advertisement and marketing campaigns?

 

Sample Solution

he name Samsung is one of the most valuable brands in the world and is stated in the top 20 best-known brand names. The Korean meaning of Samsung is ‘three stars’. The Samsung Group was founded in 1938 in Korea by Lee Byung-chull. The company was founded with 30.000 won. In the beginning, Samsung mainly focused on trade export. For example, dried Korean fish, fruit and vegetables.

Since then Samsung has grown to a worldwide brand, which is sold in 58 countries and the company has a total of 208.000 employees. Samsung offers products in the field of telecommunications (mobile phones and IT network), digital equipment (cameras), digital media (CD-ROMs, DVDs), LCDs and semiconductors, and is also a large construction company. Samsung Electronics and Samsung Heavy Industries are the most important parts of Samsung.

Vision & mission

‘Inspire the World, Create the Future’ is Samsung Electronics’ vision for the new decade. This vision shows Samsung’s dedication to inspire by focusing on their core competences: new technology, innovative products and creative solutions. Through these statements, Samsung wants to give the world a richer experience. Samsung wants to achieve the top five brands in the world by 2020 and with its vision Samsung has made a plan to reach $400 billion in revenue. Samsung is positive about the years to come. In the future they want to explore other markets, including health, medicine and biotechnology.

For more than 70 years, Samsung has been one of the leading companies when it comes to innovation. Its products have been a part of the history of digital revolution. Samsung is guided by a simple philosophy, strong values and high ethical standards. Samsung is determined to devote their talent and technology to producing superior products and services for a better global society. A company is its people according to this company. Samsung searches for talent all over the world and provides them with the best resources. This to make sure of the best outcome possible. Samsung finds it important to give its people opportunities to help them grow. Samsung is focused on innovation, because that is its key to success in today’s ever changing global economy. Transparency and integrity are priorities for Samsung. Its priority is to do everything guided by a moral compass that ensures fairness.

Marketing

Samsung’s main target group are adults age twenty to fifty and

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