FOA.docx - Good afternoon everyone For my FOA presentation...

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Good afternoon everyone ! For my FOA presentation, I’m analyzing an advertisement of Dodge Charger in 2010. This advertisement used the stereotype of men to grab the public’s attention and appeal to the audience, and eventually, increase sales. The overall argument of this presentation, is to show ‘’ how stereotypes are used in advertisements?’’. First, let’s watch the advertisement. From the slogan “Man’s Last Stand”, we could see that men are the target audience. Men of different social status are shown in the video through their dressing and looks. For example the man in the suit, he’s referring to men working in a managerial position and men who has a better pay while for the man in the hoodie, he refers to men with a lower pay such as teachers or normal staff. With or without beard also differs the social status, men at lower status would care less about their appearance comparing to those who have a high status. Men who cohabits with women are referred by the regular actions they have to do at home ***quote ppt***, men who are in a relationship are referred by what they have to do with their girlfriend *** quote ppt***, and men who are married are referred by what their wife asks them to do. All these different details are used in to help the ad to target men in different situations to buy the car. Breaking down the structure of the narration, the man talks about his daily routine, for example, how he has to ***quote***…… etc. These are the things that the man is asked by a woman to do daily, then he quotes what specific things the woman asks him to do. And lastly, he says “And because I do this…...’’ which is referring to the Dodge Charger’s car. The man can finally drive the car he wants after doing all the stuff woman asks, which is like a relief in men’s stressful life. And now I’ll analysize the graphology of the ad. In this three frames, we can see that the background is either in plain color, like this one, or blurry just like the other two. The camera angle is at eye level as well. This is to make the audience to focus on the men and to emphasize their facial expression. Mentioning the men’s facial expression, they have identical looks don’t they ? In fact, they all look pale, sad or even miserable. The background are all shady and in a dark tone too. This is to make the audience feel that the men are forced to do things they dislike, or dissatisfied and stressed with their lives, for example in this frame, the man just woke and doesn’t want to leave his bed for work and his daily routine. The audience would feel that “OMG, this is actually just like my daily life’’. In these frames, this is a continuous shot zooming in to the man’s eye. The background is once again blurry and in a dark tone in order to have the audience focus on the man. The man’s facial expression shows that he is seriously looking at something, and as the camera zooms in, tension builds up and gives the audience the feeling of something is going to happen. The audience would feel intense and would
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  • Fall '19
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Christopher Reinemann
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