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Creativity and Diversity
Transcript of Creativity and Diversity
for building community
• Social Media
• Broad Range of TV
• E-mail and Web
Easier than ever to find
• Social Interaction
• Much less a MASS Audience
• Can’t assume MASS values, beliefs,
characteristics and actions
• Many communities, many cultures....
very specific and fragmented
However, diversity isn’t always portrayed in a positive light and creatively is often used to create humor or shock at the expense of sustaining stereotypes.
Let’s look at some LGBT examples
Snickers Super Bowl 2007
“I think we just kissed....let’s do something manly....”
(The original ad had one man hit the other with a wrench and the other dropped the car hood on his friend's head...)
Or Mr. T....2008
They mock an effeminate man and
a "real" man has huge muscles, a big
vehicle, weapons and a bullying attitude.
Ad was pulled after complaints...
Or this Heinz ad that had to be pulled
in The U.K. after complaints...
Doritos 2011 Superbowl Spec Ad????
Advertising seeks to sell, not offend. It may seem difficult today not to upset someone, but few minority groups are ridiculed as often and openly as gay, lesbian, bisexual and transgender (GLBT) people. We acknowledge that humor is an indispensible tool for creative professionals, yet while "political incorrectness" and irreverence may often be assets in stand-up comedy, the goals of advertising are different. From GLAAD
Armani Exchange Valentines
This modern, all-embracing approach to Valentine’s is something with which the OneMillionMoms.com cannot abide. On their website, they state: “The women are scantily dressed while it is questionable if the men have any clothes on at all. Two of these models are used a couple of times to represent bis*xuals. If it could get any worse the text written is ‘SHARE THE LOVE.’”
Racial Stereotypes also get advertisers into trouble.
Intel 2007. Nivea 2011
At least 82% of Americans know someone gay,
81% of consumers don't care if products they regularly use are promoted to gays,
75% of youth support same-sex marriages,
55% of Americans would vote for a gay or lesbian president,
54% of Americans support same-sex civil unions,
42% of heterosexuals would be less likely to buy a product advertised on an anti-gay program
MARKET No. OF PEOPLE BUYING POWER
AF-AMERICAN 36 MILLION $688 BILLION
GAY AMERICAN 17 MILLION $485 BILLION
HISP-AMERICAN 37 MILLION $653 BILLION
ASIAN AMERICAN 12 MILLION $344 BILLION
RESEARCH SHOWS THAT GAY CONSUMERS ARE...
Over twice as likely as national index to be professionals or managers
Average household income over $85.4K
Are 3.4 times more likely to have household income over $250K
The 2000 Census showed gay men and lesbians living with partners in 99.3% of all U.S. counties
Research shows 9 percent of urban populations are gay and lesbian
Twice as likely to have graduated from college
Gay men and lesbians go out more, buy more, have more disposable income
Gay and lesbian consumers purchase from companies/brands that advertise in gay media, deliver product messages in gay-specific advertising, support gay and lesbian community causes and are good to their own gay and lesbian employees
This controversial advertisement for Nivea shave cream depicts natural hair as being uncivilized. Is it culturally insensitive or just plain racist?
Perhaps the most offensive political ad EVER
from an L.A. race in 2011. (strong language)
Latina Stereotypes - hypersexed
Dolce and Gabbana rape ads...women....and men
Cultural Competence Theory
Surface--what we might see at an ethnic festival or gay pride parade
Deep--the true values, issues and concerns of the culture
Latinos as Dogs
Do consider integrating diverse cultures and gay, lesbian, bisexual, transgender (GLBT) people in general ad campaigns
Do recognize that people come from all races, ages, ethnicities, nationalities, incomes, political and religious affiliations, professions, physical abilities, and gender expressions, and whenever possible, incorporate such diversity into their representations. One size does not fit all.
Do consider putting a twist on the old clichés of ethnic and cultural stereotypes, homophobia, and transphobia.
Just integrate GLBT characters as individuals and couples into "slice-of-life" and "everyday" depictions that reflect our diverse society.
Do include real, openly GLBT celebrities, athletes, and everyday people such as Cover Girl has done with Ellen.
Do choose inclusive and appropriate references to romantic relationships, families, and individuals that are not exclusively hetero-centric.
Don't use stereotypes, themes, or people, as a device to elicit shock, humor, or titillation.
Don't use horrified or violent revulsion to references of homosexuality or transgender people any more than you would for blacks, latinos or a physically disabled person.
Don't treat ANY group or individual as an object
refers to the process of inheriting and disseminating norms, customs and ideologies. A society develops a culture through a plurality of shared norms, customs, values, traditions, social roles, symbols and languages. However, this reflects the DOMINANT culture and persons with power. An example many of us grew up with. What are the stories and roles being presented here? Note: Watch the eyes...
Mad Men may be set in the 1960s, but not much has changed since then. 92 percent of Super Bowl ads, Madison Avenue's biggest showcase, were created by white men in 2011. No wonder that they represent such a limited worldview.
For the 58 spots in which the study was able to identify the creative team, 92% of the creative directors were white males, 7% were white females and one lone creative director was Latino. The Latino was not an agency employee, but the winner of Doritos' consumer contest. There were actually 67 total spots, though [the study] was not able to find the race and gender of every creative director.
Glimmers of Hope
In the news recently
Hahn won. Political speech
is protected, however, and little can
be done even if the ad is offensive
or lacks truth.....
If you are a small child....
What do women look like?
What do men look like?
Who should you kiss?
What will save the day?
What roles do women have?
What roles do men have?
If someone locks you up, threatens
to starve you and yells at you....
you should love him more!!!
WHAT are the stories we are
telling our children?
A political ad featuring a "typical" Asian • Superbowl 2012
Using SEX to SELL
Sets Social Norms
Dove Retouch Tool
The DC SuperHero Girls line. 2015
Assume height of 6 ft (tall for woman)
Waist would be 6 inches across
Hips about 12-14 inches
Legs 48 inches from waist to floor...
Tree House Dolls Makeover
The study found that of the 42 Super Bowl ads in 2015 for which data was available, only three — or seven percent — featured exclusively a person of color as the lead creative director. By contrast, 86 percent featured a white creative director and seven percent featured both a white person and person of color.
In terms of gender, 81 percent of the creative directors were male, 13 percent of creative directors featured both a male and a female. Only seven percent were exclusively females.
SLIGHTLY Better for 2015