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Make a list of brands associated with your morning routine, such as Starbucks, Dunkin’ Donuts, Pantene, Carol’s Daughter, Dove, Crest, Oral B, Sonic, Toyota, and others. Visit YouTube to watch ads for five of these brands or explore their websites if no ads are available. Analyze the advertisements to determine whether the people depicted physically mirror the way they look, dress, or act, and consider why or why not. Identify the intended target audience for each ad. Consider who might be left out in these representations, such as different genders, ages, or ethnicities. Reflect on whether there is an opportunity to include more diverse representations of people of color, different genders, age groups, or ethnic backgrounds. Additionally, discuss whether advertisements should be equally representative across all demographics or if there should be separate ads aimed at males and females for the same brand. Provide your reasoning for your stance on this issue.

Paper For Above instruction

Advertising plays a crucial role in shaping consumer perceptions and influencing purchasing decisions. It also reflects societal values, stereotypes, and biases, which can either reinforce existing stereotypes or challenge them. This essay examines the representation of diversity in advertisements related to brands associated with morning routines, such as Starbucks, Dove, Pantene, and Toyota. By analyzing the portrayal of people in these ads, the target audiences, and the potential for increased diversity, this paper explores the importance of inclusive marketing and debates whether demographic-specific advertising should be separate or unified.

Many brands tend to craft advertisements that mirror societal ideals or standard beauty standards, often featuring individuals who conform to specific racial, gender, or age norms. For example, Starbucks advertisements frequently showcase a diverse range of people, but they often lean toward portrayals of young, urban professionals or students, primarily reflecting a youthful, middle-class demographic. These portrayals, while diverse in skin tone, sometimes lack representation of older adults, individuals with disabilities, or cultures outside Western norms. Similarly, beauty brands such as Pantene or Dove frequently use models who embody predominantly White, slim, and conventionally attractive standards. While these ads attempt to represent diversity, the extent to which they reflect authentic inclusivity remains questionable.

The people depicted in these advertisements often physically mirror societal beauty standards in terms of dress, grooming, and acting in ways that align with brand messages. For instance, Pantene ads showcasing women with shiny, healthy hair may feature models with traditionally European hair textures, which may not represent the hair types of all racial or ethnic groups. Similarly, Toyota ads often display families or individuals in casual or professional attire, acting confidently or happily, which aims to resonate with a broad audience but may still exclude marginalized groups. These choices are likely influenced by target demographics, which tend to skew toward middle-class, functioning consumers who see themselves in these portrayals. However, this focus can inadvertently exclude other groups, such as age extremes, ethnic minorities, or underrepresented genders.

Opportunities for more diverse representation are abundant. Brands could incorporate models of varying racial identities, ages, body types, gender expressions, and abilities to better reflect the rich diversity of society. For example, including older models in coffee or beauty ads can challenge ageist stereotypes, while featuring people of color in everyday scenarios can promote inclusivity and social equality. Such broader representation can enhance brand authenticity and foster a sense of belonging among diverse consumer groups. Moreover, brands that actively showcase inclusive images are more likely to be perceived as socially responsible, which can translate into increased customer loyalty and positive brand perception.

The question of whether advertisements should be equally representative across all demographics or whether separate “male” and “female” ads should exist is complex. Proponents of inclusive advertising argue that all individuals deserve representation and that gender-specific ads can perpetuate harmful stereotypes. For example, marketing that involves gender-coded messages, such as women being primarily interested in beauty or household chores, restricts both gender roles and perceptions. Conversely, some argue that targeted ads for men and women are effective for addressing specific needs and preferences—such as skincare products tailored differently for men and women—but this can reinforce gender divisions.

Research suggests that inclusive advertising can reach broader audiences and promote social change by challenging stereotypes. For example, a 2018 study by the Geena Davis Institute found that ads with diverse and realistic portrayals of gender and race positively influence societal attitudes. Conversely, separate gender-specific ads might reinforce stereotypes, leading to narrow consumer perceptions. Ultimately, the trend is shifting toward more inclusive, gender-neutral advertising that recognizes the fluidity of gender roles. Brands like Procter & Gamble and Nike have started embracing this approach, aiming to appeal to diverse consumer identities rather than conforming to traditional gender binaries.

In conclusion, advertising that reflects societal diversity promotes inclusivity and challenges stereotypes, making brands more authentic and relatable. While targeted messaging has its place, the benefits of inclusive representation outweigh the drawbacks. Brands should strive to portray a broad spectrum of identities in their advertisements, moving beyond traditional norms, and fostering a more equitable and inclusive society. As consumers become more socially conscious, brands that embrace diversity and authenticity are likely to see increased loyalty and positive engagement.

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