CBSC Codes

This commercial for Xbox 360 challenges the CAB violence codes. This doesn’t meet our code because there is a section of the code which states “Canadian broadcasters shall not air programming which: contains gratuitous violence in any form, or sanctions, promotes or glamourizes violence.” This Xbox commercial goes against these as it uses violence to sell the product. It can also be a very bad impression on children who watch this because after watching this, they may find violence, guns and warfare cool as it is all glamourized in this commercial. Therefore, because this commercial uses violence that is gratuitous (material that doesn’t play an integral role in the development of the plot, character or theme) then it challenges the CAB codes of violence.

This commercial for Mercedes challenges the CAB equitable portrayal codes as it goes against the “stereotype” code. There’s a section in the code which states “broadcasters shall ensure that their programming contains no unduly negative stereotypical material or comment”. The commercial stereotypes blonde females as being unintelligent. The producers did not choose a male, or a brunette female, but went with the stereotypical route because blondes are usually associated with being unintelligent. The fact that they chose a blonde women portrays a negative stereotype on blonde females, and this challenges the CAB equitable portrayal codes.  

Advertising Insecurities

This advertisement is directed towards females, aged 20-40 and it is an ad for Olay Regenerist which is an anti-aging cream and it shows the insecurity that women are afraid to become old and get wrinkles.  The tube of cream that is being applied to her on the picture can resemble getting drawn on before a plastic surgery. It shows that this cream is so amazing that it can substitute a plastic surgery.  The woman in the picture seems very young and it shows that women are becoming more insecure about getting older and it’s starting at a very young age. I think this is a pretty effective ad, as it plays into women’s insecurities that you don’t have to spend thousands of dollars to get a plastic surgery to look young, but all you have to do is buy this fast, cheap and simple product to make wrinkles disappear



         
http://www.youtube.com/watch?v=aPJpkgqLQ_M   (Special K)

This advertisement is directed towards females ages 20 - 40 and it is an ad for the cereal Special K. It shows a woman who throws out her scale because she is happy with her body. Also, she can finally fit into her favourite pair of skinny jeans and this was all accomplished by eating the cereal Special K.  It plays on the insecurities for women that being thin means being attractive and happy, but if you’re overweight, then you are unattractive and unhappy. The media has led us to believe that this is true, yet this is very wrong. I think this is an affective ad because it shows that if you eat this cereal then you can be happy and thin.

http://www.youtube.com/watch?v=51bX9E9eX6M&feature=related      (Scope Outlast Commercial)

This advertisement is directed towards males of all ages. It is an ad for Scope Outlast which is mouthwash that helps keep your breath smelling fresh. They use the ad technique of star power by featuring Ryan Seacrest.  This ad plays into two insecurities that go hand in hand, them being that men (and women too) are afraid to have bad breath because if they have bad breath then they will be less of a women magnet and less likable. Men feel insecure if women don’t like them, and if you have bad breath, it doesn’t help. The commercial shows Ryan Seacrest using the mouthwash and instantly women are attracted to him. I believe this is somewhat of an affective ad because it kind of over exaggerates the scenario which makes it seem unrealistic and unachievable to a real man.

http://www.youtube.com/watch?v=xYLtSl6RiPQ&feature=channel         (Dodge Charger: Man Bag)

This advertisement is for the Dodge Charger car and it is directed towards men from the ages 20-50. They used the insecurity that you have to be “manly” and in order to do that you can’t do or wear anything that questions your manliness. They used a deep masculine voice to narrate (Michael C Hall) which also ties into the ad technique of star power. In the commercial he talks about how the car isn’t a “Man bag” or “Man Sandals” but something that is purely masculine and tough. It sends the message that you have to do/wear rough and tough things in order to be a man, and this is a very big insecurity among men as it is frowned upon to do anything feminine. I think this is a very effective ad because it would make men feel very empowered to drive that car. They would believe that they are a true man if they purchased that vehicle.