Advertising to minorities: an avenue to pursue

In regards to our class discussions involving advertising, this most recent blog concerns just that topic. While in my African American Female Literature class, I began connecting our communications class to my literature class. It led me to ask myself, "How do minorities affect minorities?"

In my online search, I came across an interesting article, located on an online career website, pertaining to my question. According to the article, this media market has become a type of niche marketing. I fully believe the following statement in the article: "The advertising industry was founded on the belief that to sell products, you have to appeal to the majority."

It continues on to describe that the current market's "majority" is decreasing.

In today's society, the white population is increasingly becoming the minority. The United States, often referred to as being a melting pot, constantly has immigrants entering the country, or having children, that contribute to the term even more so. With more minorities affecting the target market, market strategies, and advertising in general, the mass media, as it relates to advertising, would appear to be an open market with endless opportunities to create and brand a product.

It'll make him happier, I promise...almost

As we've been discussing advertisements in class, I never realized how, according to today's standards, advertisements nearly 60 and 50 years ago were so sexist.

I've noticed a common similarity among advertisements, particularly those in the 1950s. The media (marketers) specifically appealed to women by means of making them think of pleasing their husband. For example, this pictured advertisement uses something as simple as a meat thermometer to make sure dinner's cooked correctly for him.

Now, compare that to a similar item advertised on the Web. It states, "Using a Cooking or Meat Thermometer. Have you ever cut into a roast or a turkey to see if it has finished cooking? Have you ever paid what seemed like a fortune for a beautiful steak and have it come off the grill overcooked and dry? You DEFINITELY need to use a cooking or meat thermometer!"

What a change in the marketing media! While some may argue that maybe the media hasn't done enough to close the sexist gap, I believe today's ads create a more individual, empowering buyer attitude. Now, the media understands this concept of individualism. Instead of trying to please one or two persons, the buyer is expected to satisfy his own expectations.

Tactful coverage lead to quality journalism

Recent criticism has risen in the journalism field regarding the coverage of 3-year-old Martin Kudlis' funeral.

Kuldlis was killed in a Colorado ice cream shop last week when a two-car accident occurred outside the store. One of the vehicles crashed into the store, killing Kudlis and the two women in the vehicle. But this isn't what causes the commotion.

What some citizens, as well as journalists, have a problem with is that the Rocky Mountain News covered the funeral live via text messaging from a phone to the paper's Web site. Although the reporter had permission to cover the funeral, it appears the paper's "taste in coverage" is being questioned.

Michelle Ferrier, a columnist and managing editor, online community hubs, for the Daytona Beach News-Journal, wrote in an email, "I think the glitz of technology has taken over common sense."

Perhaps this is true.

In reference to Ferrier's comment, John Temple, Rocky Mountain News editor, publisher and president, wrote, "We must learn to use the new tools at our disposal. Yes, there are going to be times we make mistakes, just as we do in our newspaper. But that doesn't mean we shouldn't try something. It means we need to learn to do it well. That is our mission."

Or maybe this is true?

When I first read Temple's article, "New tech raises taste questions," I couldn't help but be appalled that the paper literally had live coverage as the funeral proceeded. But the more I read into the article, I can't help but be drawn to Temple's point of view. The reporter was given permission from the parents. It's not as if he went to the funeral, and the family was shocked at his or her presence.

With the advancement of technology, the opportunities to cover events are becoming endless for journalists. As the chances for live coverage increases, reporters are given the ability for the public to react and empathize as the event is unfolding, thus creating a deeper connection to what is happening at the exact moment.

I see this as a positive advancement as long as it is tastefully accomplished. I can only hope the reporter texted from an area isolated from grieving family and friends.

Playing Fair

Us Weekly's newest issue features Republican Vice Presidential nominate Sarah Palin on its front cover of the current edition. To go along with the picture of the Alaskan Govnor, Palin holds her youngest child. The headline reads "Babies, Lies, and Scandals."

It appears certain subscribers are unhappy with how the magazine represent Palin as compared to Democratic Presidential Candidate Barack Obama, who is tenderly holding his wife, Michelle. The caption relates to how they love each other. According to MSNBC.com, subscribers are already canceling their subscriptions due to the difference in representation.

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Is this a "fair" representation of both political sides given by journalism? To some, especially readers unhappy with the magazine, this may be seen as a sort of persuasion, biased and unfair propaganda in favor of the Democratic party.

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With such a politically heated stage only to get hotter, the media's representation of political candidates will be scrutinized even more so. From a personal constituent standpoint, I believe voters from both parties will criticize the methods in which the media cover their political candidate. To each his own, but the way in which US Weekly features Palin seems to prey off her "celebrity, scandalous" status at the current moment.