Branding and Control

Semiotics

  • Brand awareness
    • The semiotics of advertising are brand logos. The goal for a brand was to make their logo as known and trusted as possible for highest selling potential. The more people hear and see a logo, the more likely they are to choose that brand.
    • Brands and logos were included more and more often as advertising changed and as culture changed over time.

 

Representation

  • Before the Civil Rights movement, minority groups were featured in advertisements as subservient to whites, with roots going back to slavery. It wasn’t until after the movement that companies started considering ethnic minorities as a viable consumer of their product.

jemima ad

 

Ideologies

  • After WWII, men took women’s place in the workforce, and women resorted back to the home where they cooked and cleaned. It was culturally understood that women were housewives who took care of their families. This slowly reversed over time, as more women took on jobs and careers. Advertisments changed as culture changed in order to accurately target certain people according to the lives they lived.

hoover ad

 

Theories

  • The vast majority of advertisements in the 1950s-60s (preceding the Civil Rights Movement) featured white characters only. Minority groups were rarely seen in commercials, and if they were, they played a supporting role while the overall ad was marketed towards whites. This is most likely because companies felt that people would be more likely to buy their product if their brand was associated with a white actor, rather than one from a minority group.

racist ad

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