Pop Culture- Reflection

     Media messages are constructed using creative techniques, but the construction process is invisible to viewers, readers, and listeners. The audience who are exposed to constant streams of advertisements/other media messages are often un-informed about how they were strategically created. Corporations have groups of professionals who strategically decide on such media choices, in order for their content to be spread to large audiences. Such as, media messages are manipulated to suit current trends, are posted at certain times, are curated for specific audience values, etc. The audience is however left blind to this long process, and are only exposed to what is presented on their screens. This creates a large gap between the brand and consumer, which the consumer is often unaware of. This creates "Synth culture", as it is an unauthentic representation of current societal values. 

     Media messages are representations of the world. We depend on the media to understand our world and different cultures. Information which is projected through various media platforms often contain current trends/events etc, which originate from the country that the 'message' was sent from. As well, since these media messages are created and broadcasted from around the world, they contain international values and help people understand different cultures. However, ideas that are projected through media are simplified and only show small portions of very rich cultures. This limited information which is projected creates stereotypes and lack of global understanding. If one only relies on media projections to create an understanding of the world, it can be assumed that their global values would be corrupt and incorrect. These media messages are useful in seeing what differentiating values countries have, through which one can view cultures through the use of various platforms. 

     Media messages have economic and political purposes and contexts. Mass media industries sell audiences to advertisers. The vastly broadcasted media messages are heavily used for political reasons, such as the spreading of current state situations, government health, etc. Opinions on current political situations are as well heavily spread throughout the internet, through various media platforms. As well, economically, these media messages are part of corporate 'culture', as they are used to expand consumer bases and further connect with their target consumer groups. These large corporations and brands are able to understand specific values of their target audiences through virtual profiles, which they can then sell to advertisers. Advertisers often try to connect with and use current political events within their advertisements in order to show relevance. The public is as well further able to relate to current content. 

Individuals create meaning in media messages through interpretation. These media messages are often left to the individuals interpretation, which can create controversy over simple ideas. However, what the individual pulls away form these messages shows their values and what they understand form what they are exposed to. Often simple messages can be given deeper meaning through individual interpretation, such as through simple images or simplified text. A community's joint values are shown through what they choose to express through these media messages. 

Ad Target Audience

This advertisement by Nike is promoting their line of Nike Free shoes, which is directed towards women through their use of language, ad organization and style.  The common word "Fit" which is used throughout this print ad often relates to women as it can be perceived as a feminine word. Such as, men are more drawn to words such as "strong", etc. The pink on the soles of the shoes is as well  a color which relates to women, which are worn by stereotypical slim and toned legs. The styling of the ad further draws attention to the 'fit' legs, and the dark colors create a powerful tone which may motivate women to invest time/money into fitness. "Start with your feet, and get fit from the ground up" brings emphasis to the importance of shoes, which many women value as an important outfit piece. Such a statement also suggests that such comfortable shoes can help a women achieve the reflected toned body seen in the print. The statement "an unstoppable you" from the description further relates to women as they often feel inspired and connected to/by motivating quotes. As achieving the ideal stereotypical 'perfect body' is something chased by several women, such an ad promoting fitness can further relate to fitness-drawn/interested women. Women often like doing things independently, therefore "make yourself fit" stands out as it entails a job for women to conquer by themselves. 

Stereotypes in Advertisements

Advertisements throughout the years have often fallen into using traditional stereotypes which have been presented in similar styles for decades. Particularly the stereotype surrounding the way men and women are expected to look, as ads are visually heavy media sources which are required to be eye-catching. Therefore, these adverts have used heavily edited images in order to look aesthetically pleasing. Women are regularly seen as ‘decorative’ and passive beings within the advertisements, often boasting slim figures. Men contrast this image, as they showcase muscular bodies often interacting with what is being advertised. It can be debated that the ‘traditional’ men’s body is more realistic and more easily attained than the oppositely slim figure which is expected of women. However, both perfectly toned images of the genders do not depict the reality of the plethora of body figures seen everyday.

            These unrealistic images are projected around the world, and viewed by an audience of all ages. A common stereotype seen within these ads is the unrealistic body expectations given to men and women. Many advertisers have turned to using social media as a platform trough which they can share their advertisements. As many young adults are constantly using various social media platforms, they are being heavily exposed to these unrealistic figures which can affect the way they expect their own body to look. As these advertisements often only project certain body stereotypes, it can lead to unhealthy relationships surrounding body image. It can be argued that the fitness industry has as well flourished in the past decade due to people chasing after the ‘perfect body’, which is created through media/advertisements.

            Although advertisements are a form of visual media, and have a purpose of being eye-pleasing, these advertisers should begin using several other body types in order to celebrate body image diversity. As well, these different body styles should be used within the advertisements without heavily labelling them as “plus-size” or “curvy”. By showcasing other body types, societies view of the ‘perfect body’ would become less critical, and there would be less pressure on the way each gender is expected to present themselves. Advertisements are constantly seen by the public, weather virtually or in real life. It is important that this major media source begin eradicating such ‘traditional’ stereotypes in order to create more accepting communities. Children/teens should not be growing up having to please expected stereotypes, as this creates unhealthy mindsets and only further spreads these unrealistic labels.  

Gender stereotypes in advertising

A common theme which is expressed throughout the three included ads is the idea of achieving/attaining the "perfect body", which is presented as slim and toned. Throughout the years, the 'athletic body' image has become increasingly popular. All of the three ads show a product which will 'help' women reach this 'ideal' body. With this, all of the shown products are within the fitness industry. Statements such as "Are you beach body ready?" and "I will be more than a pretty face", suggest that all women have to match unrealistic societal ideals in order to be accepted. Such statements make women viewing the ads question their bodies, and begin comparing their image to the heavily edited ones used in the advertisements. However, the image used for Under Armour concentrates on the subjects face, in order to match the "I will be more than a pretty face" marketing statement. All the women used in the ads are centered and passive, and not interacting with what is being marketed. 

The fitness industry has heavily grown throughout the past decade, as people have become more critical with their outer image. Therefore, advertisers have taken advantage of such a wanted body ideal, and have used this commonly wanted body type for their ads. People viewing the ads see these toned/slim bodies, and begin to believe that the marketed product may help them reach this "perfect body". The Nesfit cereal and Protein World protein products are consumable products which are presented in the ads with 'fit' women, which is not the reality of consuming such products by themselves. As well, using only perfectly toned women in these ads reflects the idea of fitness being used only to perfect ones body image, when in reality fitness covers a plethora of activities which aren't always pursued to change ones body image. By only promoting muscular/tone bodies throughout the fitness industry, it creates a false 'purpose' of fitness. Although fitness is a good way to stay healthy and alter ones body image, it shouldn't be the only purpose one wants to invest their time into such a lifestyle. By only presenting one body type throughout the fitness industry's media, it can create an unhealthy relationship between the public and fitness as they desperately try to achieve such a body status. 

The three ads reveal a lot about societies body ideals. Firstly, women should be toned and slim, with men being muscular. As well, increasingly, women should spend their time doing athletic activities, and eating healthy/protein packed foods. The increasingly popular 'athletic' body type should be reached through various fitness regimes. Women shouldn't have stretch marks, loose skin, etc. as represented in the various ads. "Are you beach body ready?' reflects that only this certain body type is accepted at the beach. As well, "I will be more than a pretty face" reflects on the idea that women are heavily judged from their outer appearance. Caucasian women are also commonly used for marketing purposes, which neglects the celebration of diversity. As an underlying message seen in the ads, women should be fit in order to be accepted, and should spend money at such vendors in order to reach this ideal.