Bachelor of Science in Business Administration - Marketing Management

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Evaluating Messages

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In Partial Fulfillment of the Requirements for the Course

GE-PC: Purposive Communication

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Class Schedule: MW 11:30am-12:30pm

Submitted by:

GROUP-1

ANIÑON, Mia Kyla

ARCIPE, Andrie

ATON, Jasmine

BACON, Berlin Joy

BALAGON, Marvin

BOGARD, Bernard Baird

BONTILAO, Allysa Aliena

BORBON, Kathleen Kyle

(GOOD ADVERTISEMENT)

A.) PICTURE OF ADVERTISEMENT

B.) QUESTION AND ANSWER

1. Who created the text? (BERNARD, B)
(Supporting Questions: What signs on the text tell you about the creator or
maker? Is this creator (company, organization) credible and reliable?)
Amnesty International created the poster to fight abuse of human rights,
bring torture to justice, change oppressive laws, and free the people who
voiced their opinions. They’re credible and reliable because they are up to
date on current human violations. They created this poster because they
have seen the rising cases of physical abuse and domestic violence. They
also made this to spread awareness around the world and to show people of
what domestic violence is and how often it is overlooked. The organization
focuses on making a world a better place and one way of doing it is through
a meaningful poster.
2. What is the purpose of the text? (BACON, B.)
(Supporting Questions: Is it to give information, to announce an event, to
sell something? Is this purpose clear? What sign (language or images) tell
you this?)
 The purpose of the text is to raise awareness about physical abuse, especially
against women and their children. The purpose is evident because the image
depicts a boy with swollen eyes which shows that just like his mother he has
been abused as well. Furthermore, the expression "He has his mother's
eyes" was applied to the advertisement's message which makes it easier for
the audience to really get the message of the one who made it.

3. What is the message and how is it conveyed? (BONTILAO, A.)

(Supporting Question: What (language, images, sound) support this
message?)
The advertisement portrays one of the harsh realities by conveying an
emotional message about children getting abused. This centers an image of a
child with a swollen eye, a black background and clothing implying misery,
fear, and anguish giving the idea how dreadful the situation is. A text is also
being capitalized in a white font color to emphasize the intensity of the
message which is to raise awareness. In addition to that, the stated text also
conveys how the young boy inherits the hardships its mother also
experienced.

4. Is the message fair, objective, and logical? Why? (ATON, J.)

(Supporting Questions: Are all points of view covered? Are there points of
view left? Is the message pushing certain ideas and ideals?

Yes, the message is fair, objective and logical because it sells itself. The
advertisement does not harm anybody nor did it go comparing itself to other
companies. The caption that is written on the advertisement does not offend
anybody. It just purely advertises the message and sells it all to those that
can see. The poster sends the message to the viewer and is subject to public
opinion. That way when the people look at this poster, they immediately
understand the concept and the message it is trying to say.

5. Who is the target audience of the message, and how will they
probably respond to this? (BALAGON, M. & ARCIPE, A.)
(Supporting Questions: What signs point to this target audience? Are there
design elements that appeal to this audience?)

The main target of this advertisement is to raise awareness to every family

that physical abuse is not a good habit. Hurting your family, especially your
wife and children are what we call a coward because you beat a person with
a 0 % chance of defending itself and that’s not a good thing to do. The best
way to respond in this kind of situation is to change your lifestyle like quit
drinking alcohol and stop using drugs because these two things can change a
 person's mind and can ruin a perfect family. Second, is to spend some time
with your family, the time that you need to create a stronger bond with each
other. A poster also has a swollen eye, and a boy with a meaningful text that
can be noticed easily by an audience.

6. How will other groups interpret or react to this text and its message?
(Supporting Questions: Are there signs in the text that they can react to
differently or adversely?)(BORBON, K., ANIÑON, M.)

This will be perceived by other individuals as a child with a violent

bruised right black eye. Upon looking closely at the picture and focusing on
the eyes, it seems like the boy is calling out for help. He seems helpless and
is a victim of aggressive abuse. Focusing on the logo, "he has his mothers'
eyes", it can be seen that interpreted that the child’s mother was also a
victim of abuse. Children and women are the targets of violence by the
physically strong person. An adverse but very much understandable reaction
to the advertisement would trigger awful memories of abuse to former
victims. However, no matter how triggering it may be to these victims, they
would most likely support the organization and its cause.
(BAD ADVERTISEMENT)

A.) PICTURE OF ADVERTISEMENT

B.) QUESTION AND ANSWER
1. Who created the text?
(Supporting Questions: What signs on the text tell you about the creator or
maker? Is this creator (company, organization) credible and reliable?)
Van Heusen is a well-known clothing company that aspires to advertise their
own unique and tailored style in Men’s and Women’s dress shirts, neckwear,
pants, polos, etc. The company’s marketing and advertising strategies are
one of the main reasons for its success in the clothing industry. The
affordability and quality is what separates them from their competitors.
However, Van Heusen’s perspective on gender equality is prejudiced,
 misguided and an example of old-fashioned bigotry. The advertisement is
credible and reliable depending on the person who interprets the message.

2. What is the purpose of the text? (BACON, B.)

(Supporting Questions: Is it to give information, to announce an event, to
sell something? Is this purpose clear? What sign (language or images) tell
you this?)

The text aims to sell one of the Van Heusen products, which is their
new tie with "man-talking and power-packed patterns". In my opinion, the
purpose is not that clear because it's not like they're selling their product but
it's like they're discriminating against women and that they should bow down
to them since it is their world. It can be seen that they mention the phrase
"For men only!", which can mean that they are saying that even clothing
accessories are made based on gender.

3. What is the message and how is it conveyed? (BONTILAO, A.)

(Supporting Question: What (language, images, sound) support this
message?)
An advertisement was created for the purpose of attracting the public's
attention towards the offered product which is a necktie for men however
this is also open for another interpretation in a negative manner. As shown,
there is an image of a woman kneeling down and serves the man who is in a
comfortable position as if she is his servant. The text above at the left corner
can give a meaning towards sexism, of how men are way dominant and that
women should know their place. The ad convinces men that with its product,
it could make them feel a great man as if it is their world.

4. Is the message fair, objective, and logical? Why?(ATON, J.)

(Supporting Questions: Are all points of view covered? Are there points of
view left? Is the message pushing certain ideas and ideals?

The message, obviously said on the poster saying “show her it’s a
man’s world,” with a woman kneeling down serving breakfast to her husband
who is well-dressed and in a comfortable position, clearly exhibits a picture of
sexism. Therefore, the message is not fair especially towards the women who
are looking at this advertisement. The advertisement harms the female
population and the caption clearly states that. Even the picture on the
advertisement clearly shows sexism. The message is pushing certain ideals,
yes. Such as men wanting to buy the tie and gaining more customers with
the poster.
5. Who is the target audience of the message, and how will they
probably respond to this? (BALAGON, M. & ARCIPE, A.)
(Supporting Questions: What signs point to this target audience? Are there
design elements that appeal to this audience?)

This advertisement is targeted to the people who believe in gender equality.

Specifically those young women, opinionated people who are not afraid of
making a stand for this kind of mockery.These people will rant away as they
sit upon this unbelievable advertisement that empowers the male gender.
The most striking point is “Show her it’s a man’s world”. Yes since some may
differ in culture and some have experienced similar events.

6. How will other groups interpret or react to this text and its message?
(Supporting Questions: Are there signs in the text that they can react to
differently or adversely?) (BORBON, K. , ANIÑON, M.)

The advertisement will be viewed as sexism and how well it is

recognized for being so offensive. Because of the discrimination depicted in
the commercial, which portrays women as having a lower status than men,
this ad may seem sexist to every woman. Although, misogynistic men would
see this as a natural and perfectly normal depiction of how women should be
treated. Back in the 50's, this would be considered acceptable and normal to
treat women lower than men which is honestly a sad reality.