Introduction
Cultural bias in advertising can take many forms, such as supporting preconceptions or excluding particular groups from the target audience. This analysis examines two advertisements that reflect today’s society in terms of cultural biases (Radesky et al., 2020). The analysis of two contemporary advertisements, “Tech Gurus Unite” and “Family Moments with the Perfect Car,” highlights the pervasive issue of cultural bias in advertising, demonstrating how these biases exclude specific groups from the intended target audience, thereby reinforcing stereotypes and ideals that do not accurately represent the diverse reality of today’s society.
Tech Gurus Unite
Summary
The advertisement titled “Tech Gurus Unite” is strategically crafted for tech enthusiasts and professionals in the Silicon Valley region. This ad skillfully taps into this demographic’s shared passion for technology, aiming to foster a sense of unity and belonging. It vividly showcases a diverse group of dynamic, youthful individuals collaboratively engaged in pioneering technology initiatives, effectively conveying that membership in this elite tech club is open to anyone who shares the same fervour for technology (Elias et al., 2021). The advertisement seeks to encourage individuals from various backgrounds to come together and participate actively in the vibrant tech community of Silicon Valley.
Cultural Bias Analysis
While the advertisement attempts to create an inclusive image of the tech community, it unintentionally excludes older generations and individuals from different socioeconomic backgrounds who may have a passion for technology but do not fit the youthful Silicon Valley stereotype. The ad inadvertently perpetuates the bias that technology is primarily a young person’s field, leaving out valuable perspectives and potential contributors from other age groups and backgrounds (De Mooij, M. 2019). This reinforces the cultural bias that the tech industry is exclusive and unwelcoming to anyone who does not conform to a specific demographic profile.
Family Moments with the Perfect Car
Summary
The advertisement, “Family Moments with the Perfect Car,” is strategically designed to capture the attention of families in search of a secure and roomy vehicle that caters to their diverse needs. It portrays the image of a contented nuclear family engaged in road trips, everyday errands, and moments of shared joy within the confines of their newly acquired automobile. This advertisement weaves a narrative around crafting unforgettable family memories, emphasizing how the featured vehicle can enhance and facilitate these cherished moments. Through its imagery and messaging, the ad taps into the powerful emotional appeal of family bonds, encouraging prospective buyers to envision the potential for lasting, heartwarming experiences tied to purchasing the car model.
Cultural Bias Analysis
While the advertisement effectively reaches its target audience of families, it excludes single individuals, couples without children, and non-nuclear family structures. By exclusively portraying the idealized image of a nuclear family, the ad perpetuates the cultural bias that a family consists of two parents and children, neglecting today’s society’s diverse family structures and lifestyles (Bhuiyan et al., 2022). This can lead to exclusion and alienation among those who do not fit into the defined family model portrayed in the advertisement.
Conclusion
In conclusion, both advertisements reflect cultural biases by unintentionally excluding certain groups of people. The first ad excludes older individuals and those from different socioeconomic backgrounds within the tech community, reinforcing stereotypes about who can participate in the industry. The second ad excludes single individuals, couples without children, and non-nuclear family structures, perpetuating an idealized notion of what constitutes a family. Acknowledging and addressing these biases in advertising is crucial for promoting diversity, inclusivity, and a more accurate reflection of today’s society.
Reference
Radesky, J., Chassiakos, Y. L. R., Ameenuddin, N., & Navsaria, D. (2020). Digital advertising to children. Pediatrics, 146(1). https://publications.aap.org/pediatrics/article-abstract/146/1/e20201681/37013
Elías Zambrano, R., Jiménez-Marín, G., Galiano-Coronil, A., & Ravina-Ripoll, R. (2021). Children, media and food. A new paradigm in food advertising, social marketing and happiness management. International journal of environmental research and public health, 18(7), 3588.
https://www.mdpi.com/1660-4601/18/7/3588
De Mooij, M. (2019). Consumer behaviour and culture: Consequences for global marketing and advertising. Consumer Behavior and Culture, pp. 1–472. https://www.torrossa.com/gs/resourceProxy?an=5017876&publisher=FZ7200
Bhuiyan, M. M. H., & Rahman, R. (2022). Gender Identity Construction in TV Adverts: A Multimodal Discourse Analysis. International Journal of Social Science and Human Research, 5(5), 1658-1665.
https://ijsshr.in/v5i5/Doc/12.pdf
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