Chapter 16 & 18

Chapter 16 discusses race and gender in advertising. Advertising aims to raise awareness about a brand, capture attention, and encourage a purchase. One main advertising technique is the use of sex, using attractive individuals in order to seduce the consumer. The use of this technique tends to vary however by the racial and ethnic minority. Minorities tend to be represented differently in advertising. Whites, Asian Americans, African Americans, and Latinos are each represented in a different way, including the men. Whether represented as a more sexual being, or a more stereotypical way each race seems unfairly misrepresented.

Chapter 18 discusses homo eroticism in advertising. The gay audience has become a key factor in advertising. Advertisers target outlets which specifically reach out to the homosexual crowds, such as Out,The Advocate, and Instinct. The chapter describes homo eroticism androgyny, and eroticism. Advertisers uses androgynous models frequently, because it Leeds to interpretation. Main stream media has also attempted to attract the gay crowd, with hit shows with gay characters, reality shows with gay participants, etc. The gay audience is increasing and advertisers has taken notice.