Research essay 2.docx - Cabrera 1 Christian Cabrera Dr...

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Cabrera 1 Christian Cabrera Dr. Kendrick AP Lang April 17, 2016 In America advertisers have a power so great many oversee and fail to acknowledge. They have the power to help America unite under a common consensus or divide it into a cluster of many different opinions. In the big sort author Bill Bishop writes that the way advertisers portray a certain minority group can either help them assimilate into society or lead them to conform to the group society believes they should belong to; ”When politicians begin to apply one to one marketing methods to elections, they abandoned the possibility of a common good. Breaking the country into tiny market segments resulted in the death of a consensus – and the possibility that Americans could agree at times to split the difference”(Bishop). As a result of this, all the distinct groups in America tend to have differentiating opinions on many topics rather than have a common consensus under which all unify. Because of this the communication between these groups is broken down making it harder to resolve an issue. The growing clustering of people into different groups in response to the way advertising portrays minorities in America is leading to the death of a common consensus and the destruction of a path to the resolution of many issues. America is a diverse country with people from almost every part of the planet living in it and every person having their own opinions. Although it is very diverse it still has segregation. It’s a segregation that many cannot see or refuse to acknowledge it’s still present but it still exist nevertheless. The same diversity that exists is the same that causes the segregation. Many of the people in America tend to join groups with people that are like them either through race, ethnicity, or political views.” According to a study last year, 43% of Latinos and 38% of blacks go to schools where less than 10% of their peers
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Cabrera 2 are white”(Allen), this clustering of people into groups that are like them is also leading to the breakdown of a common consensus. Advertisers tend to contribute to the way people conform to certain groups. The way advertisers portray certain minorities in their ads can lead to people associating that behavior to every person belonging to that minority group thus eventually leading people of that minority group to adopt that behavior assuming thats how society believes they should behave. For example in a study by Stefano Putuni it was found that people respond to ambiguity in advertising according to what social identity, or group, they identify with which can include gender, racial, ethnic, class, and sexual orientation;" Self-schemas related to these social identities therefore may be implicated in advertising processing, particularly if those messages include cues that could be interpreted as speaking to the consumer’s in-group”(Puntoni). This means that people will respond to an ad that is ambiguous in its interpretation according to how their groups tends to interpret from it. In this study the ambiguity was two
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