Post 5: Stereotypes on the most recent Transformers Movie

1.

Stereotyping is and will always be an continuous issue that spread around every corner of the modern media. There is one movie that has obviously flawed depiction on both gender and racial diversity called Transformers: Age of Extinction -directed by Michael Bay and written by Ehren Kruger- possibly either the most loved or hated movie of 2014. This movie basically promotes all forms of stereotypes with all races and gender, be they positive or negative. In other words, the movie encourages the popular beliefs and misconceptions on both genders and race around the world.

2. 

-In the beginning of the film, Cade Yeager, the main human protagonist, was being harassed briefly by a bossy, overweight landlady who is an African American. Ever though this character and scene were ment to be comic relief of the film.

-And then, we got a 'Drift', one of the 'good' transformers that took appearance and personality of Japanese samurai, who is formally a villain according to his back story, speaking with slight Asian accent and idioms, and being exceptional in close range combat with his foes. 

-The females in the movie did not escape the traditional stereotypes and misconceptions too. For example, Su Yueming, the asian female character of  the film, basically fit to the typical "Dragon Lady" vibe due to the movie mainly focus on her sassy attitude and her superior martial arts. In "Asian-American Retroperspective at Locarno Film Festival" by Dan Georgakas, Such Asian image were already found since in 1920s such as "Anna May Wong" as she was being sexual and sassy in the movie. 

-Last but not least, this film is promoting traditional masculinity since most competent roles such as main hero and villain are played by European Males. And there no female transformers appear on screen despite their recent increasing popularity in other continuities of Transformers franchise.

Image URL:https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiH1ol5m8RguIeBSo_xgrcxPrbz2TB_-BGgbNadbupbxuQdXtoxtcOln4Z8IaYCrqKU6bqjUDfeQJoUfVZBKEhV98tpOb3FFxrS5NPecZwt4oKXaHhQmJmaw0xmLlaF8RI0s_cULh-M2bk6/s1600/Transformers+4+Promo+Banner+(2).jpg

Journal URL: http://www.jstor.org/stable/41689445

Post 4: Racial Stereotypes in commercial

LAY'S Do Us A Flavors 2015

The practice of stereotype throughout our history is inevitable, be they positive, neutral, or negative portrayal. Stereotypes on race and gender exist in every single part our perception and it comes in any size and shapes. Let take examples from food, tastes, and flavors. People automatically associated that flavor with the origins of the related cultures and it people. For instance, we automatically associate wasabi with Japanese or Asian culture. Such idea is also shown in this commercial. We all does stereotype on race consciously or unconsciously, and how is it appropriate in the society are still   debatable.

Stereotypes in food related advertising are perhaps one of the most difficult issue for many ad agency these days. The company wanted to depict the themes of the food in a rightful method, yet they may offend the certain groups of people unconsciously through racial stereotypes. In "25 Most Racist Advertisement and Commercials" there are many racist ad commercial that involves with food in American history such as Lucky Charms cereals commercial and the older Jello commercial.

Website link: http://www.adsavvy.org/25-most-racist-advertisements-and-commercials/

Post 3: Semiotic Analysis

Blog Post #3 Semiotic Analysis

Printed Ad:

This particular printed ad was founded in the "Dirt Rider" magazine was called "Healthcare for your bike" by Pivot Works. The denotation is the X-Ray structure of the dirt bike as a hospital patient. Viewers got to see the structures of the "patient" bike as the connotation aspect of the ad. The ad pointed out the problem area of the bike. The ad even went further and added the little patient status in between the bike and the title banner. Finally, the name of the company "Pivot Works" located between the wheels of the bike. In the lower left corner of the ad, the company offering their bearings and seals as the "prescription" for the bike. It tries to give the viewers the semiotic senses of the bike is as important of the owner's health.

Signifier: The X-ray on bike

Signified: The Bikes condition (health)

Denotation: The bike and it structures, problems, and the bearing and seals to fix the problem.

Connotation: The bike is the patient that needs to be treated

Myth: Pivot Works' product was the solution of the problem (or bikes disease)

Video Ad:

This particular ad from Toyota is trying to symbolize the safety their production cars with computer systems that help prevent accidents.. The reason why they make is ad interesting is that the audience got to see how does the accident preventing system works, such as vehicle stability control or line keep assist that keep the drivers on the track, or pre-collusion systems that help drivers prevent the fatal accident. It is a very straight forward ad that tell the potential customers that this car company values safety above all and has the technology to prove their ideals in driver safety.  

Signifier: Car that can prevent accidents

Signified: Car with awesome technology

Denotation: This new system now rolling across the new Toyota cars

Connotation: Our cars protect the drivers from dangerous situations

Myth: Our car is the safest with technology that prevent accidents

Public Ad:

This is the public ad that is shown above the door way on a subway retail store. It has the chicken sandwich covered the right half of the whole ad. On the left half of the ad it show the name of their new product called: "Grilled Chicken" and the main trademark SUBWAY right below their new product. This ad is very self explanatory by showcasing (obviously exaggerated) details of the 6-inch sandwich to attract the potential customers.

Signifier: The chicken sandwich

Signified: Try our new product

Denotation: A nice look at the sandwich

Connotation: Try out new sandwich

Myth: Everyone should try this new flavor

Post 2: My favorite Super Bowl ad and it's agency

Yesterday, I went to watch Super Bowl 2015, not because I am interested in American Football, but for searching a creative advertisements. The whole event is basically a big advertisement montage, so it is likely for me to find a great one. Of course, I found the one advertise called "Invisible Mindy Kaling" from  which was actually brilliant amongst all the insurance advertisements I have ever seen.
Maybe it is because sometimes, I felt like I am reliable to her in some ways as sometime peoples seem to forget my existences whenever they were distracted by other conversations. I think it would be nicer if people don't pretend me invisible, especially when I needed attentions. I also love the narrator aspect of the commercial, it one of the styles I like with. That ad has definitely got my attention and I do make their brand in considerations if I am getting insurance.

The "Invisible Mindy Kaling"