Jessica

Mar 182019
 

Instagram Posts ———— Realistic Imperfect Posts

I’ve recently noticed on Instagram that a lot of the pictures people post look almost too “perfect.” The people (or food) in the post are posed really well. Also, due to filters and cropping their photos look pretty flawless even the candid ones. Because of this people give off the impression that they have this perfect life through Instagram. However, this perfect life is more likely created by putting in a lot of effort in taking several photos involving different poses, filters, cropping and even apps like Instabeauty. People basically create this “perfect” fake life. I think it would be interesting to translate these usual “perfect” photos into more realistic images.

The Bachelor/Bachelorette ————- “Love” (Not Really) Game Show

The Bachelor or The Bachelorette is a television series that gives the impression they can help The Bachelor/The Bachelorette find their so-called “true love” by the end of the season. However, the reality is that these television series are primarily game shows where people compete to be with The Bachelor/The Bachelorette. It’s obvious that the challenges are the “dates” people go on. I think it would be interesting to translate this into more of a game show setting, where people actually have to go through obstacle courses to “win” The Bachelor/The Bachelorette.

 

 

 

Mar 012019
 

 

Mass-marketed acne advertisements promising flawless skin and using a conventionally beautiful celebrity or model to sell products is a normal visual in this society. In today’s world, the standard of beauty is sold rather than the idea of accepting what are considered “flaws” today. However, some changes are slowly being made as seen by the Dove Love Your Body Campaign. Despite this progression, there are still no acne advertisements emphasizing to love your skin for its flaws and all. This project will analyze how acne advertisements not only isolate but also mislead acne sufferers. In other words, real acne and scars are not shown in commercials because these companies do not want to normalize flawed skin. Instead, they wish to normalize flawless skin which will sell their products. These advertisements emphasize the promise of clear skin. However, they forget to mention there is a difference between regular “teenage” acne and actual severe or cystic acne. It is more likely these products help reduce regular acne on teenagers rather than people who have suffered from severe acne all their life. Additionally, cruel marketing strategies have been utilized in commercials to target the insecurities of adolescents and young adults struggling to maintain clear skin. This targeting easily isolates consumers and deceives them into buying their products. In this case, the methods being employed is an analysis of the marketing of skincare products and the effects on its consumers.

In order to analyze how acne advertisements mislead consumers or people with acne, this paper will examine, the marketing strategies used to target consumers insecurities, its use of celebrity testimonials and its push to normalize flawlessness rather than actual flaws. Ultimately, this paper will dispute how particular marketing strategies utilized in acne advertisements reinforce the isolation of acne sufferers and the methods that mislead them. Acne advertisements have always put people who suffer from acne in a negative light, however in the time of campaigns such as, Dove’s Real Beauty it is also time to teach those to love their skin regardless of its flaws.

Acne Commercials/Ads: Subject/POS

 Posted by on Wed, 2/20 at 1:26am  subject-POS  No Responses »
Feb 202019
 

Subject: Flawless celebrities are paid to promote the product as something they have used themselves (celebrity testimonials).

Point of Significance: The celebrities most likely have never used the product, already have flawless skin and/or are wearing makeup in the commercial. May influence young people to believe their skin will look better if they use this product endorsed by Justin Bieber or Kendall Jenner.

Subject: Before and after photos shown in the commercial/ad of so-called success stories of consumers. May influence young people to assume if they use this product they will have their own skin success story.

Point of Significance: Photos that are shown could be photoshopped and consumers in a commercial/ad could be actors/models.

Subject: Sometimes cruel language is used in order to target those insecure about their skin. Example: “You are beautiful…unless you have acne,” or “Got Acne? Just ask your boyfriend what to do. Oh, that’s right, you don’t have a boyfriend.” May influence young people to feel worse about their skin. And they may believe the only way they will feel better about their looks is by buying and using products.

Point of Significance: Encourages the idea of the societal belief of beauty being “flawless.” Motivates the idea of taking care of the skin to be considered “attractive” rather than to keep the biggest organ of your body healthy.

Main Subject/POS: Celebrity endorsed/consumer testimonials/cruel language involved in acne commercials/ads deceive and influence insecure teenagers and/or young adults to buy their products.

Question or Prompt: How do acne commercials/ads deceive teenagers or young adults into buying their product?

 

Feb 122019
 

In advertising, skincare commercials/ads are marketed print visuals and/or visual-audio videos created by the beauty/skincare industry that sell acne reduction or removal products. These commercials/ads work to target insecure acne-prone teenagers or adults (usually women) and trick them into believing their skin must look flawless in order to be considered “beautiful.” Basically, it’s selling a specific idea of “beauty” created by this society which is being absolutely flawless. An analogy of this would be make-up commercials/ads. These commercials/ads are similar to make-up ads, considering make-up ads also are selling an idea of beauty and how flaws should be covered up. Similarly, skincare/ads are selling the idea that flaws should be decreased or avoided from appearing on the skin. For example, the skincare commercial/ad for AcneLXR begins with a diversified group of people saying that no matter your skin color, shape, size etc. you are beautiful. However, right at the end of the commercial, they say: “Unless you have acne.” This illustrates how these types of commercials/ads push people to feel like their flaws make them less “beautiful” and encourage them to buy their products.

Feb 052019
 

Identify and Describe Patterns in the Genre’s Features

  1. What content is typically included or excluded? How is the content treated? What sorts of examples are used? What counts as evidence (personal testimony, facts, etc.)?
  • Sometimes in the commercials/ads facts, photos and personal testimonies are included. For example photos included will be “before & after” photos, of before the person tried the skin product and how their skin looks after they have tried the product. They say the photos used are not actors and are from real consumers of the product. Honestly, who knows if that’s true. Anything is possible with photoshop.
  • People also will share their “skin story” of using the product and how it changed their life. This particular testimony by Kendall Jenner got a lot of backlash: https://www.youtube.com/watch?v=bwJe8rjx9K8&t=32s The content also includes some catchy phrase to market the product like Clean & Clear is “Be Loud. Be Clear.” Whatever that means. There’s also some type of optimistic sounding music playing in the background.
  1. What rhetorical appeals are used? What appeals to logos, pathos, and ethos appear?
  • The rhetorical appeals I see being used are ethos, pathos and logos.
  • I will see a lot of skincare commercials using the rhetorical appeal, ethos. For example, a lot of times the commercial or ad will say how it’s “recommended by so and so dermatologist” or “rated #1 by dermatologists. This indicates that there is credibility behind the product. However, they could just be making it up.
  • Next, pathos is probably the main one I see being implemented in these commercials/ads. I have seen a lot where acne is seen as this horrible and disgusting thing that will get in the way of having any type of social or dating life. Basically, there have been commercials that have stated you are not beautiful or you will never get a date because of your acne. This is used to grab at the viewers emotions and insecurities especially those who have struggled with acne for a long time. It makes them want to try to feel better about how they look. So, this makes them want to buy the product. Because they’re convinced the only way they’ll be considered “beautiful” or are “loved” is if they clear up their skin. I think this one is the worst. Because it’s using people’s insecurities against them.
  • Lastly, I do see some logos appeals. There have been some commercials/ads where it’s teaching the viewer facts about the skin and how certain products can help clear skin up. Sometimes there is a dermatologist in the commercial that explains the facts and logic behind it.
  1. How are texts in the genres structured? What are their parts, and how are they organized?
  • There are a few different ways these commercials are structured. The commercial will usually start with introducing some bright, colorful product being splashed with water (possibly surrounded by fruit). Or it starts with the actor pointing out/noticing their acne. And then it talks about how whatever product can clear the acne because of “this” and “that.” And then at the end it will say a motto like: “Be Loud. Be Clear.” Or “See What’s Possible.” Or sometimes just “Recommended by the world’s leading dermatologists” (whoever that is).
  1. In what format are texts of this genre presented? What layout or appearance is common? How long/big is a typical text in this genre?
  • Format: Presented in a commercial (can be seen on TV usually or randomly on the Internet) Also, presented in ads (magazines, YouTube, social media etc.)
  • Layout/Appearance: Usually an eye-catching, colorful commercial/ad with a pretty girl using the product.
  • Commercials can go from 30 seconds to 2 minutes long and maybe a little more depending.
  1. What types of “sentences” do texts in the genre typically use? How long are they? Are they simple or complex, passive or active? Are the sentences varied? Do they share a certain style?
  • The actors in the commercials are pretty concise and get to the point. Sometimes they talk longer when they are explaining how a product works. Ads are short and concise and show the most important information.
  1. What diction is most common? What types of words (or symbols, images, etc.) are most frequent? Is a type of jargon used? Is slang used? How would you describe a typical writer’s tone?
  • Symbols and images frequently used: a pretty girl, acne, a skincare product, colors bouncing around, water splashing everywhere, a celebrity
  • The typical tone is happy, optimistic and cheerful like: “Yay, me! This product will give me perfect skin!”

 

Analyze What These Patterns Reveal About the Situation and Scene

  1. What do these patterns reveal about the genre, its situation, and the people who use it?
  • These patterns reveal that the genre is pretty shallow trying to convince people they will be happier if they looked better and the only way to look better is by clearing up your acne. It’s more about external beauty rather than physical beauty.
  • These patterns reveal about its situation that it is mainly used to make money for the skincare/beauty industry and does not really care how people feel.
  • These patterns reveal about the people who use it that they want to look like the pretty flawless girl/guy holding a Neutrogena oil-free face wash bottle. That they are tired of struggling with acne and will listen to a commercial/ad for advice on how to fix it.
  • What do participants have to know or believe to understand or appreciate the genre?
  • Participants have to understand what acne is and what it looks like. They also have to understand what the commercial/ad is trying to inform or persuade them about.
  • Who is invited into the genre, and who is excluded??
  • Usually, celebrities are invited to act in the commercials or model in the ads. And sometimes there are users of the products who are also featured (but they could be possible actors too).
  • Usually, what’s excluded from the genre is side effects, natural cleansing products and people who had a bad experience while using the product.
  • What roles for writers and readers does it encourage or discourage?
  • It encourages viewers (especially those who struggle with their skin) to keep being insecure about their looks and to keep buying and trying magical skincare projects to fool them into feeling better about themselves. Do not get me wrong I have come across products that have worked for myself personally. However, most skincare products aren’t that impressive and show the same results. There is no #1 no matter what the commercials say.
  • It discourages them to recognize that acne is not a flaw but something natural and normal that most people get at some point.
  1. What can you learn about the actions being performed through the genre by observing its language patterns?
  • You can learn pretty quick that it’s trying to sell you something to fix what’s considered physical flaws although acne is a completely normal and natural process, especially for adolescents.
  • How is the subject of the genre treated? What content is considered most important? What content (topics or details) is ignored?
  • Content considered important: The product and what it does to fight acne and clear skin.
  • The topics or details being ignored: side effects, how everyone has a different skin type, one product will not work for all, also natural cleansing products
  • What values, beliefs, goals, and assumptions are revealed through the genre’s patterns?
  • Values: Money, Beauty, Being Flawless
  • Beliefs: People should fix their skin in order to be considered “Beautiful”
  • Goals: They want to market off people’s physical flaws and insecurities to make money. I mean imagine how much money people would save if they stopped caring about fitting into the societal standard of looking flawless and perfect? Imagine how much money people would save if they stopped giving into trying to reach the impossible flawless imagine of oneself that the beauty industry claims is the definition of beautiful.
  • Assumptions: That the viewer is super insecure about their skin/looks and will do anything (like buy an expensive skincare product) to fix it.
  • What actions does the genre enable? What actions does the genre constrain??
  • This genre enables the action to go out and buy an expensive skincare product in order to clear up the acne on the skin.
  • The action the genre constrains is for the individual to see themselves as a “beautiful” person despite the acne on their skin.

 

Feb 032019
 

Introduce Your Genre

  1. Identify your tentative “underappreciated” genre (or subgenre)
  • Acne Product Commercials/Advertisements
  1. What is interesting to you about this genre? Or, why might it be significant or otherwise worth paying attention to?
  • It’s interesting how most of these ads/commercials will use a celebrity to sell the product. And also how they’ll show how the acne product has worked for other people even though you can tell the people in the advertisement or in the commercial have make-up on. So, how do you know if the product has actually worked for them?
  • It’s worth paying attention to because it’s sold to viewers as in you’ll only be pretty if you’re skin is flawless and encourages people with acne to feel insecure about their looks.
  • When really these ads/commercials need to encourage the importance of having healthy skin for more reasons than just meeting society’s standard for beauty.

 

  1. Tentatively, define/describe your corpus (collection of texts/examples)
  • Commercials/Ads usually featuring a female teenager or young adult woman with acne problems. Men are also sometimes included.
  • These people are usually talking about their “acne story” how they were super self-conscious and were too embarrassed by their skin. So, suddenly they try whatever over-priced skincare product that’s in the ad and suddenly their skin looks great within two weeks, 6 months etc.
  • Some of these include before and after pictures.
  • Some ads/commercials will include popular celebrities (kendall jenner, adam levine, justin bieber etc.) that are well-known among teenagers and young adults.
  • Usually talks about how disgusting and embarrassing acne can be.
  • These commercials/ads are basically all about how you’ll look better without acne and how you aren’t beautiful because you have some pimples on your face.
  • A lot of the commercials/ads will be about how you can’t get a date because of acne. And so you need this super over-priced product with super harsh chemicals to help your skin.
  1. Provide links (and/or titles) of five samples. (Try to gather samples from more than one “place” [or type] in order to obtain a diverse and accurate representation of the genre. For now, choose samples without significant deviations).

https://www.youtube.com/watch?v=xoGoeT41onM

https://www.youtube.com/watch?v=BVwzc5ajdAg

https://www.youtube.com/watch?v=smPcFVKK8x0

https://www.youtube.com/watch?v=1KP5jpxTG0I

https://www.youtube.com/watch?v=bwJe8rjx9K8

Describe the Context

  1. Setting: Where (in what context or medium) does the genre appear? How and when is it used? With what other genres does this genre interact? How?
  • Appears in commercials, print, advertisements, and social media.
  • Used in beauty magazines or on TV channels that teenagers/young adults primarily watch. For example, proactive commercials would be shown during the viewing of American Idol and other shows like that.
  • Sometimes it can interact with make-up tutorials because sometimes famous beauty gurus will be paid to advertise a product in one of their videos.
  • It can also interact with reviews. Because people will write reviews of products.

 

  1. Subject: What topics, issues, ideas, etc. are common to this genre? When people use this genre, what are they communicating about?
  • Topics: acne, dirty skin, bacteria, beauty, people’s physical flaws, vanity, low self-esteem, society’s standard of beauty, skin health
  • It usually communicates the idea that external beauty is important.
  • It communicates that taking care of your skin is important so you cannot have acne and still be considered “pretty.”
  • When really it should communicate the importance of keeping your skin healthy.
  • It communicates society’s ideal beauty standard.
  1. Writers: Who writes the texts in this genre? Are multiple writers possible? What roles do they perform? What characteristics must writers of this genre possess? Under what circumstances do writers write the genre (e.g., in teams, on a computer, in a rush, for their profession? For fun?)?
  • A marketing team puts together commercials/advertisements for skin care brands.
  • These commercials/advertisements are created & published online or shown on TV to get people with bad skin/acne to buy expensive skin care products that probably do more harm than good, honestly.
  • It’s created for their profession – to sell over-priced acne products.
  1. Readers: Who reads the texts in this genre? Is there more than one type of reader for this genre? What roles do they perform? What characteristics must readers of this genre possess? Under what circumstances do readers read the genre (e.g., at their leisure, on the run, in waiting rooms)?
  • People with acne or interested in beauty products come across this genre a lot.
  • Targeted at insecure teenagers
  • Targeted at adults still struggling with acne
  • Men and women are in commercials and ads. However, I feel like I see more women than men used in these ads/commercials.
  • Viewers will usually see these types of ads on TV, online, social media, in magazines in the store, and in specific places like a spa, beauty parlor or maybe a dermatologists office.
  • There used to be a vending machine of proactive products at the Galleria Mall.
  1. Exigency/Purpose(s): Why do writers write this genre, and why do readers read it? What purposes does the genre fulfill for the people who use it?
  • Creators purpose: Well the beauty/skincare industry make a lot of money off how making people feel like having acne is bad.
  • Purpose: It informs the readers/viewers about the products they can use to make their skin better or look better and tries to get them to buy the product.