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I first brainstormed all the global issues that came up in my mind, and the current pandemic was obviously the first one to pop up. From there I thought, 'hmm, since it's a campaign, what if I try to encourage people to wear masks,' which became, 'wait, why do people who don't wear masks not wear masks?', which turned into, 'because they value something different!' This whole process led me to the final global issue statement, "The role of culture and values in health."

Explicitly, I want to persuade and appeal to people to wear masks. I wouldn't be happier if someone decides to wear a mask after seeing my campaign. Implicitly, I also included the purpose of informing people about the difference in behaviors and what brought them. My targeted audience is anyone and everyone who is going through the same health issue as the rest of the world, but specifically, the people who prefer not to wear masks due to their individualistic culture. This would benefit first the audience themselves, the people around them, and eventually everyone else around the world. One more person wearing a mask can prevent one additional exponential growth of the virus.

Now I'll walk you through my content and choices. First, let's start with the images of my ad. As the main image, I drew a person standing alone with his mask on the right side. I tried to make him seem as assured and comfortable as possible and give eye contact to the audience to be convincing. This is where my explicit purpose is shown. I also included an image of the mask alone on the bottom left side to emphasize its importance. Then if you look at the top left side of the ad, you'll notice three other people staring at the right person without their masks and with a somewhat uncomfortable and guilty face. Here is my implicit purpose, where I struggled the most drawing two different cultures showing two different behaviors. What I really wanted was to differentiate the cultures between the maskers and the non-maskers, and I came up with various ideas such as coloring them differently or drawing flags next to them. Nonetheless, the idea that I thought would be the least controversial and the most convenient was drawing their hairstyles differently. Though I don't like the fact that I had to distinguish culture by race, that was the only way to clearly show the difference.

Next, let's move on to the slogan. Focusing more on the explicit rather than the implicit purpose, I wanted to make a short, impactful statement that emphasizes the importance of masks. Though it was a trend to write paragraphs in ad campaigns a few decades ago, it is more important to write short, catchy phrases that attract people these days. I also wanted to include rhymes or assonances since they are one of my favorite literary devices. This is how I came up with "Masks are Tasks". I also included a short phrase, 'you know what you need!' in small letters with an intention of 'you know you need to wear one, why don't you?'. My hope is to attract the audience enough for them to look closely at my ad and catch my implicit purpose. It would be greater if I could actually change their behaviors with this slogan.

During this whole process of creating a product and writing an entry, I always had this thought wandering around the back of my head: "Would I've made the same project if I were cultured in a different way?" What if I were born in an individualistic culture and grew up with the mindset of considering individuals over community? What if I were that person who never wears masks because my own sake is more important than that of the public? What would you, my audience, would have thought differently if you were cultured differently?

Oh, and before you go, here's a friendly reminder to wear your masks no matter what :).

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Masks Are Tasks: Don't Let Yourself Guilty

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I first brainstormed all the global issues that came up in my mind, and the current pandemic was obviously the first one to pop up. From there I thought, 'hmm, since it's a campaign, what if I try to encourage people to wear masks,' which became, 'wait, why do people who don't wear masks not wear masks?', which turned into, 'because they value something different!'

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Blog post on my Personal Inquiry Project (early stage)

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Blog post on my Personal Inquiry Project (early stage)

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As a person who is very interested in women's rights and gender equality, the one global issue that really came into my mind was gender issues. Though I had a point where I changed my mind and chose a body of work related to a different global issue, I came back to my original idea and searched for advertisements showing sexism. The reason why I chose ad campaigns for my BOW was that I wanted to develop my skills in analyzing ad campaigns that we gained at the beginning of the semester more in-depth. The moment I saw the campaign of Budweiser after a few scrolls, it really struck my mind with its before and after -- Budweiser renewed its old, sexist, and stereotyped campaigns from the '50s and '60s to a 2019 version in honor of International Women's Day.

Even though I mentioned that I am interested in women empowerment and that I was researching for that specific global issue, I decided to focus on a different GI when I make my own BOW, which will be about viruses and pandemics. More specifically, I want to make a campaign encouraging people to wear masks and emphasize how important it is, using a similar to almost the same format and features of my selected text type.

Here's a list of conventions and features of my text type:

Here is the annotation of my text type:

(Here is the link to the pdf of the annotations in case you can't read from the image)

The second text I chose has pretty much the same purpose as the first one -- to go over their old sexist ads and recreate them, portraying more balance and empowerment of women as a celebration of International Women's Day. Its original intended audience was women who want to entertain and delight their husbands by serving them beer, but after the renewal, it became couples who want to enjoy a glass of beer together after working.

The third text also talks about something similar. Its purpose is to clean up the errors they made in the past and to find a new balance of gender rights and equality. While its original audience was women who want to serve a glass of beer to their husbands after they come back from work, its new audience is the women who want to serve a glass of beer to themselves and enjoy their own time on a Friday.

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Fix your Errors... like Budweiser (Inquiry Project Reflection)

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As a person who is very interested in women's rights and gender equality, the one global issue that really came into my mind was gender issues. Though I had a point where I changed my mind and chose a body of work related to a different global issue, I came back to my original idea and searched for advertisements showing sexism.

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Reading this article explaining how Budweiser fixed their own mistakes really inspired me to also create an ad campaign as my inquiry project.

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This year, in honor of International Women's Day, Budweiser revisited three of their beer ads from the '50s and '60s that they are not exactly proud of. The outdated ads portrayed objectified women in a subservient role to their husbands. But media and advertising was only a reflection of the world we lived in. Although today's reality is not perfect, we've come a long way in the battle with gender stereotypes and sexism, and Budweiser took an opportunity to celebrate this and course-correct its company policy by modernizing it and showcasing gender balance and women's empowerment.

It might be difficult to imagine for younger generations, but back in the 1950s, women conformed to clear gender roles. Popular culture, vintage ads, and mass media were only reinforcing the messages of traditional ideals with patterns of repression and sexualization of women by men. We still notice the result of that in many third-world countries and more conservative households, and it affects the self-confidence of women around the world.

More info: budweiser.com

1956

Image credits: Budweiser

2019

Image credits: Budweiser

A diligent wife and mother who takes care of the household and supports the hardworking husband unconditionally - was a classic example of a stereotypically perfect woman in the 1950s. This image was reflected in many sexist ads, which always placed men at the forefront. A masculine brand like Budweiser was no exception.

However, the brand was serious about making up for those vintage advertisements - revamped versions of the ads now unbiasedly adapt to a modern woman who lives in a well-balanced relationship and takes time to relax and enjoy herself. Although the Budweiser ads have the same colorful vintage aesthetic, updated versions are free of sexist messages and assigned roles.

1958

Image credits: Budweiser

2019

Image credits: Budweiser

A slogan on an old ad from 1956 which reads, "She found she married two men" is replaced with an empowering one: "She found she has it all." Another reprinted ad from 1958 shows a couple enjoying pizza and beer together and reads, "Home is where life happens, and life happens when you build it together," while the original depicts a woman serving a beer to her working husband. The last updated ad from 1960, where a woman had just prepared dinner for her husband and served him a beer, now shows the same woman enjoying her evening and reads, "It's Friday, your favorite takeout just got here. Crack open a cold Bud and enjoy some time to yourself."

1962

Image credits: Budweiser

2019

Image credits: Budweiser

The campaign is a part of a long-term partnership with the Association of National Advertisers' "#SeeHer" initiative, which aims to improve how women are portrayed across all media and advertising. There is definitely more diversity, accuracy, and respect in the portrayal of women comparing to the mid-twentieth century, but according to #SeeHer data Budweiser includes into the campaign ads, only 61 % of ads positively portray women.

The brewery brand collaborated with VaynerMedia agency on the implementation of the idea. The campaign's creative was run by three women illustrators Heather Landis, Nicole Evans and Dena cooper with the goal of representing one theme: independence, equality and fulfillment.

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Budweiser Adapts Its Sexist Ads From The 50s And 60s To 2019

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This year, in honor of International Women's Day, Budweiser revisited three of their adverts from the '50s and '60s that they are not exactly proud of. The outdated ads portrayed objectified women in a subservient role to their husbands. But media and advertising was only a reflection of the world we lived in.

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My Creation - An ad campaign warning and encouraging people to wear masks.

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My Creation - An ad campaign warning and encouraging people to wear masks.

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Global Issue: The role of culture and values in health.

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Global Issue: The role of culture and values in health.