Position Paper Rough Draft

Carmen Smith

English 101

Begert

            Each year, more than 11 million people visit a SeaWorld Theme Park in the United States (Barkham). SeaWorld provides its guests with an up close look at animals not easily observable in the wild and dazzling performances featuring the animals and their trainers. But, at what cost is this entertainment? As a visitor in the park, it is easy to overlook the health of the animals when SeaWorld puts its best face forward and you are in awe of the animals and their tricks. However, we as a society must not support the captivity of orca whales for the sake of our entertainment. Taking whales from the wild and keeping them in captivity is detrimental to their physical and emotional health, leads to aggression and abnormal behavior, which is dangerous not only for the whales, but for the trainers as well.

            Since 1961, at least 151 orca whales have been captured from the wild and put into parks like SeaWorld. Of those 151, 127 are now dead. That is a nearly 85% mortality rate, and 162 total orcas have died in captivity. Currently, there are 56 orcas in captivity; 24 captured from the wild and the remaining 34 are captive born. The whales are spread out among 14 marine parks in eight different countries, with SeaWorld having 24 (WDC).

           

            Orcas are highly intelligent and social animals. In the wild, they live in tight, matrilineal pods, and even when they reach sexual maturity, they chose to continue living with their immediate families (Cronin). When a place like SeaWorld captures orcas, they typically rip them away from their families at a young age, severing their family bonds. Even if multiple family members are captured, they are normally separated in captivity. Knowing that orcas are capable of making and consistently do make these lifelong bonds, how can SeaWorld, or anyone for that matter, say that the whales are not affected or harmed when the bonds are broken? The orcas, already traumatized from being captured and taken away from their families, are then forced into tiny pens with other newly captured whales and expected to get along with them.

            In the wild, the average lifespan of orcas is between 30-50 years old, while males can live up to 60-70 and females up to 80-90 years old. 92% of SeaWorld’s orcas do not make it to age 25, and the average age at death is 13 years old (WDC). Although life span is a complicated statistic to measure, and there are many factors involved, it is clear that orca whales are living shorter lives in captivity than they are in the wild. The question then becomes why. Why are whales living shorter lives in captivity? It seems as though that in an environment with no predators, a consistent food supply, and medical attention when needed, these whales should be living longer and healthier lives than their wild counterparts. But, that is not the case, and it is because captivity is detrimental to the health of the whales.

            In captivity, all male whales, and most females have collapsed dorsal fins. The dorsal fin is the fin on the top of their back that stabilizes them and assists in turning. SeaWorld claims that a collapsed dorsal fin “isn’t an indicator of the animal’s health or well-being” (Cronin). But, in the wild, it is extremely rare, and when a whale does have a collapsed fin, it is typically a sign of poor health or an injury. In captivity, whales spend most of their time swimming in shallow water in one direction, causing the water pressure to weigh heavily on one side. Also, the whales do not get the same amount of fluids and hydration from frozen fish as they would get from live fish in the wild. These factors cause the dorsal fin tissue to atrophy and for the fin to flop to one side.

            A more serious health threat than the collapsed dorsal fins is the poor oral health of captive orcas at SeaWorld. This is more prominent in male whales; as they are stressed out and trying to establish dominance by biting the steel gates that separate the whales, as well as exhibiting threat behaviors, like barking and jaw popping. Out of boredom, the whales also pick paint off the bottom of the pools or run their mouths along the cages. These behaviors can result in cracked and broken teeth with the pulp exposed. This condition rarely happens in the wild, as the whales are not being moved from group to group, so there is less of a need to establish dominance, and there is no boredom resulting from mundane life in a small cage. At SeaWorld, to treat the broken teeth, a modified pulpotomy is performed. Trainers drill holes into the teeth to remove the pulp and this is done with no anesthesia. According to a former SeaWorld trainer, who prefers to remain anonymous, “The whales are conditioned to ‘accept’ the noise, heat, vibration, and obvious pain associated with drilling vertically through the tooth column into the fleshy pulp below. Success is measured by blood spilling out of the hole, in which case its apparent the bore is complete (The Orca Project). These procedures leave the tooth, and the whale, susceptible to infection and disease. Most of SeaWorld’s orcas have chronic dental problems, and whales Kalina and Kenau died of Acute Bacterial Septicemia and Hemorrhagic Bacterial Pneumonia, respectively, resulting from dental procedures. The poor dental health of the whales is a direct result from captivity, and the inhumane procedures used to remedy the problem only make matters worse by causing infection, disease, and even death.

            There is no record of an orca whale killing a human in the wild. However, in captivity, there have been over 100 “aggressive acts” towards humans and four deaths (WDC). In particular, the whale Tilikum, who has been involved in the deaths of three people, including the violent drowning of his trainer Dawn Brancheau in 2010 at SeaWorld Orlando that was heavily featured in CNN’s 2013 documentary Blackfish. Former SeaWorld Orlando employee Samantha Berg said of Tilikum, “He reacts out of frustration and boredom after being cooped up since he was two years old”. SeaWorld alone, since 1965, has had 95 aggressive incidents with whales, ranging from a trainer just being pushed around to a trainer being killed (Cronin). The whales are also aggressive to each other, due to tensions and anxiety from living so close together. Although fights do happen in the wild, the whales have room to flee, in captivity; they do not, which results in serious injuries and death. Chuck Tompkins, SeaWorld’s curator of zoological operations stated, “We don’t put any animal in any stressful situation” (Worrall). Just being in captivity is a stressful situation for an orca, let alone having to live in close quarters with stranger orcas and being forced to perform.

            SeaWorld’s main claim to justify the captivity of orcas is that it provides an opportunity for research, stating, “We create a controlled setting for science that is impossible to replicate in the wild” (Raja). However, SeaWorld affiliated researchers have published very few studies. There have only been 48 studies published in the last 40 years, and just seven since 2010, despite the researchers having 24/7 access to the whales (Raja). Their production of studies does not support their claim that they provide this rare opportunity for research.

            According to former SeaWorld trainer John Hargrove, the discussion about orcas in captivity is “part of a larger debate on the ethics of humankind’s relationship with other inhabitants of this planet” (Worrall). Reducing orcas to objects for human entertainment and subjecting them to conditions that are bad for their physical and emotional health is a tragedy and should not be tolerated, let alone supported.

Works Cited

Barkham, Patrick. "Blackfish, SeaWorld and the Backlash against Killer Whale Theme Park Shows." The Guardian. N.p., 11 Dec. 2013. Web. 24 Nov. 2015.

Cronin, Aisling Maria. "Killer Whales Don't Belong In Captivity." One Green Planet. N.p., 27 Nov. 2013. Web. 26 Nov. 2015.

Raja, Tasneem. "SeaWorld Says It Has To Keep Orcas In Captivity To Save Them." Mother Jones. N.p., Nov. 2014. Web. 29 Nov. 2015.

"The Fate of Captive Orcas." WDC, Whale and Dolphin Conservation. N.p., n.d. Web. 29 Nov. 2015.

"The Hidden Cost Of Captivity." The Orca Project. N.p., 25 Sept. 2010. Web. 29 Nov. 2015.

Worrall, Simon. "Former Trainer Slams SeaWorld for Cruel Treatment of Orcas." National Geographic. National Geographic Society, 29 Mar. 2015. Web. 29 Nov. 2015.

             

Incorporating Sources Effectively

               
1. In the article "Organic foods: Are they safer?", the Mayo Clinic Staff states, "Organic farming practices are designed to designed to benefit the environment by reducing pollution and conserving water and soil quality."

In her article "17 Essential Reasons to Eat Organic", Michelle Schoffro Cook warns about the dangers of genetically modified foods, stating that, "The results range from intestinal damage, allergies, liver or pancreatic problems, testicular cellular changes, and even death in the experimental animals."

Christie Wilcox, in her article "Mythbusting 101: Organic Farming>Conventional Agriculture, cautions readers about believing everything they hear that is pro-organic, stating "Organic farming does have many potential upsides, and may indeed be the better way to go in the long run, but it really depends on technology and what we discover and learn in the future."

2. book, book, online magazine, website, book

3.  Works Cited:

Mayo Clinic Staff. "Organic Foods: Are They Safer? More Nutritious?." Nutrition and Healthy Eating. Mayo Clinic, n.d. Web. 19 Nov. 2015.       

 Schoffro Cook, Michelle. "17 Essential Reasons to Eat Organic Food." Care2, 4 Apr. 2013. Web. 19 Nov. 2015.   

Wilcox, Christie. "Mythbusting 101: Organic Farming Conventional Agriculture." Scientific   American Global RSS. Scientific American, 18 July 2011. Web. 19 Nov. 2015.

Collaborative: Spriggs article vs our articles

1.       We all agreed that Spriggs made a convincing argument, and proved her point in evidentiary support.  Specifically, she showed how local farming strengthens local economies, and reduces financial and environmental costs of shipping foods (produce, dairy, etc…) around the world.

2.       She addressed the counter-argument by giving it credibility, but said it is important to buy food that grows naturally in the environment around you, as much as you can.  She also stated that small farms are more efficient, despite the common misconception that larger farms produce more food.

3.       We said that using pathos, Spriggs can effectively persuade the reader that there is a need for people to buy locally.  By pointing out that almost all glaciers will be gone in National Parks by 2050, and talking about the treatment of animals she is able to establish her argument’s credibility.  It gives the reader a sense of responsibility in the issue.

4.       The picture of the semi – trucks, give you a visual of the environmental issues she is talking about.  They allow the reader to see just how big they are, and likely how much gas they use.  They also break up the text and give a visual aid.

Facebook dislike button article

http://www.salon.com/2014/12/18/why_facebook_should_never_ever_add_a_dislike_button_partner/

pg. 100 1-4

1. Yes, Spriggs has convinced me that buying local is a topic that matters. But, I am biased on this subject because growing up, my family has always tried to buy local when we can. Spriggs, however convinces the audience that this is a topic that matters by explaining the economical and ecological benefits to supporting local farms-strenghtening local economies, small farms are typically more sustainable than larger farms, shipping food across the country is expensive financially and ecologically.

2. Spriggs addresses the counterargument that buying locally can have negative environmental effects, in particular Alex Avery's claim that  "buy food from the world region where it grows best." Spriggs acknowledged this by saying that he makes a good point (which shows she is fair and reasonable, strengthening her credibility) and says that buying local should be buying as much locally as possible. She also addresses the claim that buying locally is detrimental to the environment because small farms are not as efficient. Spriggs says this is a misconception and provides evidence (small farms are more efficient in total output of all crops) for support.

3. I think the section of the essay from "Not only are small farms a more sustainable..." (pg. 96) to "The environmental benefits now, and in the long run of buying local outweigh any such immediate disadvantages." (pg. 98) is the most effective section. Spriggs incorporates all of the genre features from page 66. She has an explicit position (we should buy local!) and supports it in an authoritative tone with sufficient evidence. For example, small farms are more sustainable, and have less financial and ecological burdens. Spriggs also addresses her counterarguments (as discussed in question 2)  in this section, which strengthens her credibility. She appeals to readers values here as well, because who wouldn't want to help their environment and support their community's economy.

4. First of all, the pictures help break up the text since it is lengthy. But, also, they give the reader visuals related to what they are reading about, which help support Spriggs's argument.

Paper 3 Topic Brainstorm

cost of college
animal rights
organic foods
women's rights
healthy diet/lifestyle

Developing an Argument

1A) Hip Hop artists should put goat sounds in their music because it will be funny.
1B) Hip Hop Artists
1C) They should care because they want their music to be popular. They believe that they are putting out music that people will enjoy and they will gain fans and money.

2A)  because Taylor swifts parody video featuring goat sounds quickly became an internet sensation.
2B) Because Comedy is a good way to draw in an audience.
2C) Goat sounds make good dubstep for background music.

3A) Because it is a new trend, not everyone may understand it.
3B) Some people may not like goats.
3C) Some people may think that the goat sounds are too loud and distracting from the music.

4A) Just because its new doesn't mean its not good, also even if people don't necessarily like something they might follow it just because its a trend.
4B) A lot of people could like goats, also if it is trending people may warm up to the idea of the goats.
4C) The goat noises will be used in situations where it makes the music better, not just randomly.

5) First of all, the Taylor Swift goat video got over 20 million views on YouTube proving that this is a popular trend that people think is entertaining. Since this video isn't completely new people will be more willing to accept seeing it in more music. Even people who don't like goats might find it funny because they don't have to look at the goat they just hear a funny sound.

1A) Chickens to farmers. We want farmers to keep healthy chickens on their farms
1B) Farmers
1C) They should care because chickens provide eggs and meat for people to eat. If the chickens are raised well and they know where they are coming from, people will be more likely to want to eat them.
1D) They can gain good healthy eggs and chickens free of caged life and disease.

2A) Because healthy chickens are better for consumers health than caged chickens full of water and chemicals
2B)Because chickens are good livestock that provide lots of food
2C) Chickens are a basic farmers food staple

Texting While Driving Video Collaboration

We agreed that the texting while driving video used pathos, logos, and ethos. It mostly used pathos-featuring the friends and families of the victims and showing pictures of the accidents and a victim in the hospital. Ethos was used because everyone in the video had been affected by texting and driving, whether they were a victim or a friend/family member of a victim. The man who had been a passenger in the accident was effective because he lived to tell what he wtinessed and the video showed what he goes through on a daily basis now because of the accident. Also, logos was used because the people holding up the signs at the end with the texts shows how insignificant they are compared to a life. The video had a dark, sullen tone that emphasized the serious consequences of texting and driving. The video was effective in appealing to their target audience (teenagers/young people) because the victims were all young and the one girl died the day before her high school graduation, which is a relatable milestone.

Texting While Driving

I watched the Texting While Driving public service video. It was part of AT&T's campaign to educate  on the dangers of the texting and driving. The video features testimonials from a policeman and the friends and family of people who had died in a texting related car accident. The cop shared the story of when he responded to an accident of a teenage girl who had been texting and driving while the family and friends were talking about and showing pictures of the victims. The video also showed a man who had survived an accident, he had been the passenger and the driver was texting. The video relied mostly on emotional appeals. The pictures of the accidents and victims and the testimonials from the friends/family and policeman tug appeal to the audience's hearts. The survivor of one accident provided an emotional appeal as well because it showed the audience the ramifications that he is living with everyday all because the driver of the car was texting and driving. At the end of the video, the family and friends held up signs with the last texts printed on them. This was an emotional appeal, but also a logical appeal because it shows how unimportant these text messages  are compared to a life.

How Things Mean

Album covers:

1.       What do they suggest?

The first album cover of the girl suggest that her songs might be provocative and sexual. The other two with the guys suggest that their music will be mostly rap and inappropriate for kids due to explicate lyrics.

2.       How do they suggest it?

The body language of the girl is provocative, and her facial expression is luring you in. The guy’s posture is very intimidating which makes them look tough.

3.       Which elements of each image work on the viewer in various ways?

For the girl viewers are drawn in by her sex appeal. While the men look as if they’re about to drop the most fire mixtape of 2015.

Symbols of Patriotism:

1.       What do they suggest?

They suggest patriotic images of the USA, Great Britain, and France.

2.       How do they suggest it?

The eagle is associated with feelings of freedom and pride, the American flag makes you associate freedom with America. The bull dog is the national dog of Great Britain, he is standing on their flag looking very noble. The words in the third image mean liberty, equality, and fraternity and is the national motto of France, these words are etched into the wall showing that they are concrete ideals of the country.

3.       Which elements of each image work on the viewer in various ways?

The positioning of the dog and eagle convey strength because of their stance on the page, and the words as well convey strength because they are carved in stone.

                                           

Thesis Statement: The images use important and celebrated symbols of their countries to convey patriotism, strength, and ideals.

·         The eagle is associated with feelings of freedom and pride, the American flag makes you associate freedom with America.

·         The bull dog is the national dog of Great Britain, he is standing on their flag looking very noble.

·         The words in the third image mean liberty, equality, and fraternity and is the national motto of France, these words are etched into the wall showing that they are concrete ideals of the country.

·         The positioning of the dog and eagle convey strength because of their stance on the page, and the words as well convey strength because they are carved in stone. 

Reading Sources Critically

Tim Wise; “Use Of The N-Word”

1. What arguments does the author make?

    The author makes all arguments toward the position of not verbally using the N-word. Multiple arguments are brought up from playground examples such as “I can talk about my mother, but you sure as hell better not talk about my mother!” Another example that Tim Wise used was about a particular comedian Jeff Foxworthy and his jokes regarding “rednecks.” He argues that because Jeff may somewhat fall into the category of group that he is making fun of, it is seen as acceptable. On the flipside, if Jerry Seinfeld was to use these same jokes in a standup routine, it would be inappropriate. His main position is that white people should not use verbally the N-word, however it is at the discretion of black people to use freely.

2. How persuasive do you find the argument?

The argument is very persuasive. Tim Wise supports his stance on the topic with plenty of evidence. Wise is clear on why this issue is important, while giving his view of how it should be handled. He explains more than just the white man's point of view, and explains the point of view of a black man. The medium allows him to express his authority with a strong tone.

3. What is the author's stance?

    The stance the author takes is that he believes it isn't his place to determine how and when it is acceptable to use the word due to him being a white person. Although he does take a firm stance that it’s not his place to determine the above points, he does voice very clearly that if you’re not black you shouldn't use the word.

4. Does the publisher bring a certain stance to the work?

    His speech was part of Boston College’s FACES organization, which is designed to promote awareness about discrimination and racism. Boston College is interested in race relations and wants their community to be a part of discussions like this.

5. Do you recognize ideas you’ve run across in other sources?

    To my limited knowledge on the subject, Tim Wise brought up some new original and very persuasive ideas to the table to help illustrate his point. Some of the more generic things he said about Mark Twain and his use of the N-word in his book Huckleberry Finn I had heard before.

6. Does this source support or challenge your own position - or does it do both?

    I am in agreement with Tim Wise and his statements of when it is appropriate to use the word. As a white person, hearing other white people say the N-word sounds very inappropriate and out of place (being that this is not the 1950’s anymore). His examples only furthered my own belief/stance on the subject, and I think this was a very informative and explanatory video.

7. What can you tell about the intended audience and purpose?

    The purpose of the piece is to educate and offer some solution on who/ how the “n-word” should be used. The intended audience is students and faculty members who attend Boston College. He also aims to further educate people like who are fans of his writing, take a particular stance on the subject, or raise awareness of his opinion on how the topic should be dealt with. Also, since Tim Wise’s video is on youtube, it can be intended for the general public and anyone who is interested in being involved in the topic.

pg. 269-284 summary

We encounter and take part in hundreds of arguments everyday, from disagreements with friends to the posters you see telling you to join this club or support this cause. In rhetoric, argument "refers to any way that human beings express themselves to try to achieve a certain purpose." Arguments are situated in different contexts, so what is persuasive in one culture are not in another. For example, Martin Luther King Jr's "Letter from Birmingham Jail." His argument does not change, but the interpretation of it does across time and culture. The effectiveness of an argument also varies depending on the context and audience. It is important that we understand how arguments work and how to make arguments of our own because they are so important and we encounter them so often. It is crucial that we think carefully about the arguments we are presented with. We should consider the source of the argument-where it is coming from and who is saying it. Get to the heart of the argument by looking at the facts, the issue, why it matters, and what actions should be taken. Figure out the claim of the argument-what is it stating and how is it saying it.

pg. 70 "Think About Your Writing"

My advertisement analysis essay for English is about the portrayal of women in the media and how the ad industry advertises to women. This is a topic that matters to me, is part of a larger national conversation on beauty and advertising, and I think that my motivation for writing is clear- to analyze how advertisements for women use tactics to make them feel that they are not good enough the way that they are, and that is why they need the advertised product/service to make them beautiful. They play on women's insecurities (about themselves and their bodies) and their desire to be beautiful in order to sell products. These ads for beauty products always feature young, beautiful women that have been airbrushed, retouched, and edited to perfection. Advertisers are counting on consumers to not think about all of the behind the scenes editing that goes into these ads, and to just focus on their aesthetic appeal, which will make them want to buy the product. Celebrities are also often in the ads, which is an effective advertising technique because people want to be like their favorite celebrities and use the products they do.  My position is clearly that these advertisements set unrealistic, unachievable, and unhealthy standards and expectations of beauty that women and girls endlessly strive to achieve.

pg. 69 "Yes, We Can" Video

Overall, I thought that the video was inspiring and motivational. The argument would not have been nearly as effective if it weren't in the form of the video. Yes, the words of the speech are powerful, but it is important to see the facial expressions of Barack Obama and the celebrities when they talk, and also how the crowd at Obama's speech reacts. Personally, I didn't find the addition of the music and singing to be more powerful than if the celebrities were just talking. I think the video would have had the same effect without the music, But, I did find the voice-overs to be powerful because they show that the "yes, we can" message applies to everyone and it made the message more personal than if the whole video was just Barack Obama delivering the speech. The singers and actors give the video a celebrity endorsement, making it more powerful. People who are fans of Will. I. Am., John Legend, Scarlett Johansson, and Kate Walsh will see them in the ad and think that if they are voting Obama, they should as well. Flashing the words "hope", "yes, we can" and then at the end "vote" add power to the video and message because they inspire people.

Taking Stock

1. I started by looking at the ad (the things/people in it, where they were placed, the text etc.) and then thinking about how that contributes to the overall message and effectiveness of the ad. This was really the only method I used, as I found it the most helpful.

2. After I chose my advertisements, I took each one, broke it down, and analyzed it. I mostly just free-wrote my thoughts. After I did this, I was able to look and see the connections between the ads, how they work together, and then draft an opening.

3. I think I organized my analysis fairly well. To make it easier to read, I could work on smoother transitions in between paragraphs.

4. Yes, I think I did provide sufficient evidence to back up my analysis. I could have maybe researched more and cited an outside source.

5. I think I picked my ads well. They all work together to support my thesis.

6. I think my conclusion could still be improved, it is the weakest part of the paper.

7. Yes, I used my three ads and put the included them in the essay. They allowed the reader to actually see the ads that I am analyzing, so I can focus on the analysis instead of describing the ads. Simply describing the ads would have lost a lot of detail.

8. Other readers's responses gave me confidence in my essay. (that I was writing about something relatable and that the ads fit together well)

9. Next time I do an analysis, I would want to pick ads from different time periods to analyze the history and changes of advertising.

10. Yes, overall I am pleased with my analysis. I actually really enjoyed analyzing advertisements. It made me dig deeper and break apart all the ads that I am exposed to on a  daily basis to find out what they are saying and how they are saying it.

11. Breaking apart texts/ads to see what the messages are, analyzing effectiveness, and then being able to communicate my thoughts are all transferrable skills.

Collaborative Exercise 11.5.15

The ad appeals by having the picture of the puppy who is very cute and by asking the question Will you be my miracle? This communicates to the audience that they can help. Also, 60 cents is bolded, which shows how easy it is to help the animals. This appeals to reader's values because for only 60 cents  a day, why wouldn't you want to help these animals. We feel that the ad is targeting the general public, but if ASPCA was trying to target specific groups of people, they could change the animal and the text depending on their purpose. In another medium, the ad would not be as effective because you would not be able to see the picture of the puppy, which is the main focus point of the ad.

  This ad is irritating because it is for a fast food restaurant but she is eating a salad and a diet Coke. Also, her clothing and the position she is in does not apply to what the product is. It is sexist and demeaning because if she were a man, she would not be posed the way she is. You can barely tell what the ad is for because she is the main focus. The ad is trying to be sexual, but it is not appealing. If it were changed to appeal to a different audience, a different celebrity would be used and they would not be in a bed. The focus would be on the actual product vs who is representing it.

Old Spice Ad
The ad is meant to be funny and make you laugh. It is very fast paced and the man is very confident. At the end, it has the same sound as in every Old Spice commercial to make you remember the product. For a different audience, the dialogue would be different and he wouldn't start by saying "hello ladies". The ad would not be as effective if it were a print ad because there would be no dialogue, comedic timing, and as much detail. Overall, we thought it was funny and it gave the audience a positive impression of the product.

                                                            Works Cited
Hershey, Dillon. "Pet Euthanasia." You and the World Blog. Science Leadership Academy, 29 Nov. 2012. Web. 05 Nov. 2015.                                                  

"Kim Kardashian Plugging Carl's Jr. Chicken Salads." RSS. N.p., 22 Dec. 2009. Web. 05 Nov. 2015.                         

"Old Spice: "The Man Your Man Could Smell Like." Online video clip. YouTube. YouTube, n.d. Web. 05 Nov. 2015.

pg. 62

I have taken a position on:
A discussion in my Spanish class
What kind of food we should get my dog
Things to do/where to go on my upcoming family trip
What my family should have for dinner
The changes I want to make in my ad analysis paper (what I think works best)
What shoes my friend should buy
Where my friend and I should meet to get together
What classes I want to take next quarter
What TV show I want to watch

Ad Analysis Rough Draft

Carmen Smith

English 101

Begert 

It is no secret that Americans are bombarded with advertisements everyday. They are on our televisions, in our magazines, on the radio, plastered up on giant billboards on our drives to work, and even on our Facebook pages. Most of the advertisements directed towards women are for products and services to make them beautiful, playing on the notion that every woman wants to feel beautiful. Their products promise to give you “red carpet ready hair”,  “a perfect beach body”, or to “get rid of that pesky cellulite.” The ads always feature young, skinny, beautiful women that have most likely been edited, airbrushed, and retouched to perfection. Ads like these tell women and girls that they are not good enough the way they are; they need these products and services to make them beautiful and to look like the models in the ads, which will in turn make them happy and successful.

For example, the Maybelline ad above for their new ‘dream satin liquid’ foundation promises perfect skin. The young woman’s skin is soft, smooth, and glowing. She has radiant blue eyes that happen to be looking right at you no matter where you are. The woman is wearing barely detectable traces of mascara and eyeliner to keep the focus on her skin and to show that the product is natural-like. Additionally, she is naked, wearing no jewelry, and her hair is back loosely. Maybelline is trying to convey that their foundation is so light and natural; it gives you perfect coverage without weighing you down.

            To the left of the model’s face is the text “Picture your dream skin without pores or flaws.”  The word ‘dream’ is slightly larger and in a different color for emphasis. Phrases in the description of the product like “air-whipped”, “seamless coverage”, “satin smooth finish”, and “picture perfection” are meant to stand out and catch the reader’s attention. With this ad, Maybelline has told women that their dream is, or should be, to have smooth skin with no flaws or blemishes and that this foundation will give them that.  The ad sets unrealistic and unachievable standards and expectations for the results of the product. The woman is very beautiful and obviously has perfect skin. However, this is due to clever editing and retouching, not the foundation itself. But, Maybelline uses this to play on women’s insecurities and desire to be beautiful to get them to buy the product.

Another example of an advertisement designed to make women feel as if they are not good enough the way they are is this ad for Quick Trim, a diet regimen for weight loss.

 

This particular ad features Kim and Khloe Kardashian, famous reality TV stars. Their big smiles and confident stance is designed to show women that using Quick Trim will make them proud of and happy with their bodies, just like Kim and Khloe are. They are both wearing tiny purple bikinis to show off their flat stomachs and visible abs, the advertised results from using Quick Trim.

            This ad aims to make women feel bad about themselves and their bodies so they will buy the product. The rhetorical question being the main way it does this. By asking “How hot can YOU be?” Quick Trim implies that you aren’t good enough the way you are and that you should be “hotter.” Women will see this ad, read that question, compare themselves to Kim and Khloe, and then feel bad about their own bodies. Quick Trim is counting on the ad triggering this negative response in order to make women feel that they need to diet, and therefore they need this product.  Quick Trim is exploiting women’s insecurities about their bodies to sell products.

            Another major component of this ad is the celebrity endorsement with the Kardashian sisters. Many women and girls are fans of the Kardashians, so seeing them dieting and using Quick Trim products will make them think that they should be too. The ad is using the Kardashians to show that if you use Quick Trim products, then you will have a great body and be “hot” just like them. Also, the phrase “Keep up with Kim and Khloe” is a play on words of the reality show ‘Keeping up with the Kardashians’, but it also plays into women’s emotional desires to fit into society and to be as beautiful as the celebrities they admire.

            A more drastic ad that is also along these lines this one for The Shore Center, a plastic and reconstructive surgery clinic.

 

The woman’s face is split into what appears to be before and after pictures of a face procedure. The left hand side (before) of the woman’s face has bags under her eyes, wrinkles by her lips, flat lips, wrinkles on her neck, and an overall gray-ish tone to her skin. The right side (after) however, has glowing, vibrant skin, brighter eyes, lighter hair (with highlights), perfectly shaped eyebrows, no wrinkles, and full, plump lips. Everything about the woman has been enhanced, even things that plastic surgery cannot do, like the hair color, eyebrows, and eye color. The ad is trying to convey that after a cosmetic or reconstructive procedure, you are refreshed, a new person on the path to a happier life.

In this context, the phrase ‘Save Face’ has a double meaning. First, to avoid any humiliation of having your face, and your body, not being perfect. Second, to literally “save” your face from the effects of aging by having one of their procedures. The main text of the ad being just simply ‘save face’ is meant to make the audience think that the decision to get plastic surgery is a simple and necessary one, even though any surgery, let alone an elective procedure, is not a light decision and should not be made for you by advertisers. The picture of Dr. Mohit Sood is placed in the ad to give it a more personal touch. It is as if it is he telling you to have an operation from him. The text below has phrases like, “Defy the negative effects of time”, “newest, most advanced- and best- practice in the fields of plastic and reconstructive surgery”, “state of the art facilities, the most advanced surgical techniques, and superior outcomes” that are clearly there to convince people that The Shore Center is the best place to get a cosmetic or reconstructive procedure. For many people, their wrinkles and laugh lines are signs of a life well lived. However, in this ad, The Shore Center is explicitly saying that those are bad and should be defied, or erased. They have created another way for women to be insecure about their looks. Their solution for this insecurity is for you to undergo one of their “state of the art” and “advanced” procedures to fight aging and to be beautiful once again.

            The targeted consumers in the Maybelline, Quick Trim, and The Shore Center ads are all women.  Although they are for different products and services, their overarching message is the same, that you are not good enough how you are. You need the Maybelline foundation to have flawless skin, Quick Trim for the perfect body, and The Shore Center for surgeries to be more beautiful. They exploit women’s insecurities about their looks and bodies and their wishes to be beautiful and flawless. They set unrealistic, unattainable, and unhealthy standards of beauty that women and young girls endlessly strive to achieve.