SCS 100 Module Two Activity

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Sociology

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Jan 9, 2024

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SCS 100 Module Two Activity 1

Introduction This paper will discuss four advertisements. An objective description of the characters in each advertisement will be provided. Then an objective description of each character’s actions will be provided. The objectivity of social scientists will be discussed. Lastly, how the view of an advertisement is influenced by customer bias will be discussed. How individuals are presented in the advertisements.  Hyundai: Smart Park o There are a total of five individuals in the advertisement. Two appear to be middle-aged white males. What appears to be another white male appears to be in his 50s or 60s. One individual appears to be a middle-aged black male. The last appears to be a middle-aged white female. All are dressed in casual clothes. The female is wearing a black shirt, black pants, a wool jacket that is white with black stripes, and black gloves. She has shoulder-length brown hair. One middle-aged white male is wearing a black shirt, blue jacket, blue jean pants, and holding a cup of coffee. He has short brown hair and a beard. The other middle-aged white male is wearing an off-white shirt, a black jean jacket, and black jean pants. He has short brown hair and a beard. The older white male is wearing two jackets, a beanie, and holding a clipboard. The black male is wearing a red shirt, grey jacket, gold necklace, earrings, has short hair, and a beard. They all speak with either a Boston or New York accent.  Post-it: Stronger Together o There are seven individuals at the beginning of the advertisement, more come and go very quickly as the advertisement continues. The original people are all white. Five appear to be male and two females. They all wear casual clothes; some wear shorts and others wear pants. They all have t-shirts on. Two males and one female are wearing hats. The age range appears to be between 18 and 40.  Canon: Truthmark o This advertisement consists of multiple images of individuals, they are all in different situations. The first image consists of what appears to be two individuals. The picture only shows them as dark figures facing away from the camera. They appear to be one male and one female. The male is all black and the female is purple, white, and black. The second image consists of what appear to be three young males. Two are wearing shorts and one is wearing pants, non are wearing shirts or shoes. All are tan with dark hair and have a skinny build. The third picture has many individuals, most are out of focus. Of the five individuals in focus four appear to be dressed in middle eastern clothing and one is a young white female. A fourth picture shows what appears to be a large man and a small child. The man is covered with dirt, has short hair, and is wearing a t- shirt along with a watch. The child is covered with dirt, has longer hair, and is wearing a blue shirt under a yellow vest. A fifth image appears to be an old man. 2

He is wearing a helmet with a light, a mask, and an orange jacket. He is covered in some black substance. Three individuals are talking throughout the advertisement. The first appears to be a tanned male with short black hair and a beard. He is wearing a white button-up shirt. The second speaker appears to be a white male with short brown hair and a beard. He is wearing a blue polo shirt. The third speaker appears to be a white male with brown and grey hair and a beard. He has a buzzed haircut and is wearing a gray shirt.  Audi: The Doll That Chose to Drive o This is an animated advertisement. The main characters include what appears to be a female doll, a boy, and an adult female. The female doll has a white complexion, shoulder-length blonde hair, and is wearing a pink dress with pink high heels. She has a thin body figure. There are several other dolls in the advertisement they appear to be both male and female. What appears to be a young boy has a white complexion. He has short brown hair and brown eyes. He is wearing a green sweater with red trees and other designs on it. What appears to be an adult female character has a white complexion. She has shoulder-length brown hair and is wearing a red sweater. They both speak Spanish. The actions being taken by individuals in the advertisements.  Hyundai: Smart Park o The male in a black jacket is driving a car. He gets out of the car to speak to other individuals. They consist of what appears to be a male with a coffee cup and a female. They are standing on a sidewalk. They both are telling the driver he cannot fit his car into the parking spot. Then proceed to ask the driver if he has successfully parked in different locations. The man with a clipboard looks to be delivering something and points out the car is parking without a driver inside. The black male is inside of the building the driver is parking at. He puts his head out of a window and converses with the three primary individuals.  Post-it: Stronger Together o A group of individuals is using what appears to be Post-it notes and other materials to make a design on a wall. Some are using ladders to reach higher on the wall. Others are standing and kneeling on the sidewalk to make the design. All individuals are working together to complete the project. Once completed, other people use the design as a backdrop for taking pictures.  Canon: Truthmark o The individuals in the first picture are standing in a street looking away from the camera. The individuals in the second picture are standing on a ledge along a wall. They are looking down and have arms spread out. The individuals in the third picture are standing on dirt. They are in a large group. The individuals in the fourth picture are getting off a raft, the surroundings are blurred. The individual in the fifth picture is alone in a dark place. The background is all black. Each speaker is alone in separate rooms. They all tell a short story.  Audi: The Doll That Chose to Drive 3

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o The primary doll appears to be a female pushed against a carriage. She then kicks one of the wheels and it rolls across the aisle. She then sees the other toys. She swings across the aisle to the other shelves. She walks down the row of other vehicles until she reaches the Audi R8. She gets in the driver’s seat then starts driving around the store. She does not make it back to her original spot before the store opens. What appears to be a young boy picks up the R8 with the doll in it. Then shows it to what appears to be an adult. The adult female removes the doll and places it on the shelf. The boy picks the doll back up along with the car. Can social scientists be truly objective when conducting research?  This would depend greatly on the individual conducting the research and the subject in question. For the scientist to be truly objective they would need to disregard all biases both implicit and explicit, regarding the subject. Implicit biases are subconscious and more difficult to identify than explicit bias (Gino & Coffman, 2021). As the biases can influence references used and the lens through which materials or results are viewed. Furthermore, the type of experiments conducted could be influenced by individual bias. It is unlikely that a scientist would research subject matter that they have no prior knowledge of. Therefore, unless the scientist has had extensive training on removing implicit and explicit biases it is unlikely, they can be truly objective when conducting research. How consumer biases may impact the interpretation of advertisements.  How consumers view each of the four advertisements is directly related to personal biases. For example, Hyundai: Smart Park can be viewed differently by someone with the same accent used and someone without the accent. Someone without an accent may find humor in the tone and pronunciation used by each actor. However, someone with an accent may find it demeaning or be angered by the advertisement.  The Post-it: Stronger Together advertisement can be interpreted differently based on biases. For example, someone with strong feelings against using paper products may find the commercial appalling. This is due to the number of trees cut down for a temporary exhibit. While an art student might find the exhibit to be uplifting and inspirational.  The Canon: Truthmark advertisement can be interpreted differently based on biases. For example, an individual may see all pictures and materials on the internet as free to use as they see fit. Meaning the artist or publisher relinquishes their ownership when the item is uploaded. However, a photographer believes a photo should only be used as they intend.  The Audi: The Doll That Chose to Drive advertisement can be interpreted differently based on biases. For example, some individuals have biases towards boys playing with traditional female toys. This can be a result of cultural upbringing or individual beliefs. 4

However, other individuals may not see a problem with a boy playing with a feminine toy, they may encourage it. 5

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