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A Checklist for Analyzing Socioeconomic Status in Print

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From​:
http://writingcommons.org/open-text/information-literacy/visual-literacy/a
d-analysis/438-analyzing-ads-socioeconomic-status​ Accessed Oct. 7th,
2014
● Who appears to be the target audience for the advertisement?
○ Men
○ Athletes / outdoorsy people

● What seems to be the general tone of the advertisement? Serious?


Playful? Satiric?
○ Serious
○ Direct / to the point
○ informative

● Do you notice any other appeals to stereotypes regarding


education or income levels (e.g., the “corporate elite,” the
"nouveau riche," or the “literary elite,” who may or may not earn
high incomes but wield “power” by virtue of educational or literary
achievements)?
○ Simplistic → not for flashy or nouveau riche
○ Good quality watch (lots of features) → for wealthier

● How would you characterize the overall appearance of the models


in the ad? If applicable, how would you characterize their clothing?
To what social class would you connect each model's attire? Are
brand names evident (e.g., Ralph Lauren, Ecco)? Are the models
well-groomed or scruffy? Healthy or unhealthy? Thin and fit or
heavy and out of shape? Do the models' qualities suggest they are
from a particular social class? If so, how? Is the advertiser relying
on stereotypical characterizations, then? Why do you think the
advertiser chose to portray them in these ways?
○ Blurred male model → model less important than watch
○ Can’t make out clothing → focus on watch
○ Pro Trek brand → sporty / athletic / professional
○ Chosen male model over female → stereotype men more
athletic

● What would you guess the average income is of the individuals


featured in the ad and/or of the audience to which the ad appeals?
○ Middle to high class → Well-off

● Do you notice any particular political appeals that may be related


to class? With what social class would you associate these
appeals and why?
○ No political appeals
● Does the ad appeal to any stereotypes based on gender or race?
On what evidence do you ground your assumption? (Refer to the
checklists in​ ​"Analyzing Ads: Gender"​ and​ ​"Analyzing Ads: Race"
for more specific questions on analyzing gender and race in
advertisements.
○ Uses male model → stereotype men more athletic
○ White model → suggests stereotype of whites more
successful than blacks?
○ No explicit racial stereotypes

● If possible, what do you infer to be the highest degree of education


that the individuals featured in the ad hold? Also in terms of level of
education, who do you believe is the intended audience?
○ Lots specialised features on watch (compass points / night
light) → for educated audience ($ for more elite sports e.g.
hiking / mountaineering vs football)
○ At least finished 18yrs schooling → probably uni degree

● What is the setting for the advertisement? An elegant spa? A pizza


parlor?
○ Unsure if man running inside or outside → watch is the only
thing to be focused on / only relevant thing
○ Suggests watch works any setting as doesn’t show one in ad

● What appeals to ethos, pathos, and logos do you find? Are these
appeals related to class issues? Do you notice the use of any
logical fallacies related to class issues (e.g., ad hominem, the
slippery slope)? How effective are they?
○ Logos → focuses on watch only = direct / to the point
○ Ethos → trustworthy watch as connoted to work all situations
/ all users (no focus on model or setting)

● In what ways does the advertisement appeal to class? Is the goal


of the ad to encourage consumers to spend for the purpose of
obtaining, or acquiring the appearance of a higher socioeconomic
status? (Examples of such strategy might be ads for a BMW or a
Porsche that suggest the consumer would be more likely to attract
members of the opposite sex if he or she were to purchase the
advertised car.) Or, does the ad urge individuals to pursue an elite
status (e.g., an American Express credit card) that will provide the
illusion of upward class mobility.
○ Practicality advertised → encourage buyers for watch’s
features
○ Not advertising for the social status

A Checklist for Analyzing Race in Print Advertisements


● Context:​ What is the context for this ad's publication? Where did it
first appear—on television, on the radio, on the Internet, or in a
print source? What magazine or online site is it published at? If
applicable, where is the original billboard located? How would
readers/viewers see or have seen this ad (driving by at 60 mph, as
a small banner at the top of a website, as a glossy spread in a
magazine, etc.)?
○ Casio sub-brand (electronics)
○ Published on flickr (image/video platform)
○ Could be advertised in high class or sports magazines /
aeroports
● Audience:​ Who is the intended audience of this ad?
○ Men
○ Athletes / outdoorsy people

● Product:​ What is the ad trying to sell? Can you identify it at first


glance? The primary function of a visual advertisement is to sell a
specific product, service, or idea: Is the product prominently
displayed? Or, is it less noticeable than other aspects of the
advertisement? On what expectations are the advertisers banking?
Of what does the ad say that its audience is in need? That is, what
need does the product aim to fulfill? Is there a correlation implied
between the product and a particular race? If so, what is the
demographic associated with the advertisement?
○ Watch in focus and big = easy to identify as main selling
point
○ Colour of red scheme underlining it → emphasise
○ Expect watch to be off high quality as lots of features shown
on watch-face

● People:​ Who is pictured in the ad? Of what race or ethnicity are


the models/characters?
○ Blurred running male model / white

● Body position:​ Are the models/characters sitting, standing, or


moving? Where are they in relation to the other elements of the
ad? If there are models/characters of different races or ethnicities
featured in the ad, consider their positions in relation to one
another: Does one model’s/character's body position seem inferior
or superior to the other's? Is his or her position contrasted against
that of an individual of another race or ethnicity? Based on body
positions, can you make any assumptions about the relationships
between the represented demographics? What relationship do
they have with the product being advertised?
○ Only one model who is running → watch for athletes
○ Blurred → watch doesn’t depend on owner / anyone can own
watch

● Body language:​ What are the models'/characters' postures? Are


they standing straight and tall, leaning against something, sitting
down, or hunching over? Where are their arms? How are their
heads positioned? Is there a clear emotion being conveyed by the
models' body language? If there are models of different races or
ethnicities featured in the ad, consider their body language toward
one another: Based on body language, can you make any
assumptions about the relationships between the represented
demographics?
○ Running
○ Black clothing = athletic / tough? → serious product

● Diversity:​ What races or cultures are represented in the ad? Are


the ethnicities of the models evident? If there is more than one
individual pictured in the ad, consider their appearances in relation
to one another: Are they all of the same general physical
appearance and/or age? Are there equal numbers of people
representing each race? What can these observations tell you
about the target audience of the ad?
○ White model
○ Not made too clear / focused on → anyone can use watch

● Subtexts:​ What are the underlying arguments or assertions of the


ad? Is there an obvious correlation between race and the product?
Is there an assumption made that a person of a certain race or
culture might find the product particularly interesting or useful?
That is, does the advertisement directly target a particular race, or
does it seem racially nonspecific? If targeted, what does the ad
communicate about the norms of the demographic’s lifestyle,
needs, and desires? Look for subtexts that both support and refute
traditional racial stereotypes.
○ Ad aimed towards fitter people / sports-orientated lifestyle

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