Advertisement has a huge play in our society and has a major influence on consumerism and what we by sometimes even subconsciously. Its intention is to draw us into a product or brand name with such tactics as appeal of the senses, sex appeal, humour or witty slogans, but there comes a time when advertisements push the envelope and go too far. This add from Nike, shows its logo on a beaten down wall and its slogan ‘Just Do it’ written below it and to the left we can see a young child urinating.
This add which had the intention of being comical comes off as both condescending and exploitative. This is obvious that this photo was taken in an impoverished place and quite possibly a third world country judging by the condition of the wall and the clothing the kid is wearing. The humour in the idea that the kid takes the slogan “Just do it” so literal to the extent of urinating on a wall is overshadowed by the discrimination against millions of people that this advertisement displays.
One dark side to media that many of us know of is the stereotypes that many advertisements, articles or stories can insinuate this add being one of them. It is condescending and offensive to many people who were raised in such communities and implies a false and hurtful message.
In the novel Ways of Seeing, John Berger gives a very strong fully worded depiction on adds and their methods of how to draw in consumers:
“Publicity principally addressed to the working class tends to promise a personal transformation through the function of the particular product it is selling (Cinderella); middle-class publicity promises a transformation of relationships through an ensemble of products (The Enchanted Palace).”
This advertisement is a perfect example of how kids such as our class have to become more media literate and have better discretion on the media world.
Works Cited
Berger, John. "Ways of Seeing". 3rd ed. Toronto,Ontario: Penguin Books Ltd,, 2008. Print.
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