Impoliteness and stereotypes in commercial advertisements by https://padlet.com/yurund/jau0t48di7huidw4 Poster made by: Jiahui Dong 1315318, Jue Liu 1275010, Qin Tian 1234829, Xueyuan Zhang 1230503, Yurun Dai 1257869 en-us 2022-10-02 11:15:55 UTC 2022-10-12 02:44:29 UTC hello@padlet.com 1. Motivation jueliu1 https://padlet.com/yurund/jau0t48di7huidw4/wish/2322533659 2022-10-02 11:22:08 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322533659 3. Analysis yurund https://padlet.com/yurund/jau0t48di7huidw4/wish/2322533686 1)
 
The ad caused a huge social media storm in the US, with many Native Americans accusing the video of being blatantly racist.
 
The overall costume style of the characters in the ad takes on a wild and primitive character, similar to the Native American characters that appear in many traditional American westerns — with feathers stuck in their heads and vague words shouted out of their mouths. In this way, Native Americans are portrayed as the opposite of civilization, and this social stereotype can lead to problems such as racial discrimination.
 
Wilson and Gutiérrez (1995) believe that these features are American advertisers' stereotype of Indians: reduce native Americans to a few, simple, essential characteristics, which are represented as fixed by nature. And they believe that advertising images do not reflect the full breadth and depth of minority life, but that minorities are "filtered through the Angles' eyes" (Nuiry, 1996, p.30). This is handled and presented in a way that is most popular with white audiences, which reflects their impoliteness of Indian culture.
 
In order to integrate colorful and exotic images into advertisements aimed at non-local markets, advertisers draw on hypothetical features of Native American culture, such as beads, feather headgear and tassel deerskin in advertisements. However, these images have nothing to do with the real life of Native Americans, or even their promoted product — perfume. Many critics point out that this behavior stems from a primitive, rugged stereotype of American culture. Due to the difference in power and status between the two, advertisers have an advantage in the news media, but minorities do not have enough strength to fight, which will lead to the occurrence of cultural impoliteness.
]]> 2022-10-02 11:22:11 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322533686 xueyuanz https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534135 2)
Allegations of racism against Dior were set off on social media due to the film's content and the perfume's name. According to the report, many people questioned the name of the perfume. Some users found that the name of the perfume, "Sauvage", is very similar to the word "savage" (a savage, rude person) in English. Netizens sarcastically said, "Calling Native Americans 'savages' but making everything sophisticated and complex in French."

]]> 2022-10-02 11:22:55 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534135 2. Definitions jiahdong https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534331 1) Politeness

· Politeness, as a social norm widely used in communication, is defined as the way a speaker considers the hearer’s feelings when the speaker constructs utterances in interpersonal communications (Brown & Gilman, 1989). 
 
· Politeness caters to people’s need to maintain a positive self-view (Brown & Levinson, 1987) and thus could serve the function of cooperation and to avoid conflicts in interpersonal interactions (Holtgraves, 2010).
 
2) Impoliteness

· Communicative acts perceived by members of a social community (and often intended by speakers) to be purposefully offensive (Culpeper, 2005). 
 
· The degree of solidarity and friendship between interactants, and the relative status, and more importantly, the perception of status difference, of the participants in relation to one another (Mills, 2003; Mills, 2009).
 
3) Stereotypes 

· Two types of stereotypical images may be distinguished in advertisements: transformative images and conservative images (Cohen-Eliya & Hammer, 2004).
 
· Stereotypical images (conservative images) reflect accepted social meanings of belonging to gender or racial groups (Cohen-Eliya & Hammer, 2004).
 
· The stereotype images are not aimed at altering viewers’ attitudes or redefining their values. Instead, they seem to reflect the prevailing social perceptions regarding the meaning of belonging to a certain group (Cohen-Eliya & Hammer, 2004). 
]]> 2022-10-02 11:23:07 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534331 xueyuanz https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534453 2022-10-02 11:23:21 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534453 xueyuanz https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534923 2022-10-02 11:23:50 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322534923 yurund https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535120 In 2019, French luxury brand Dior drew a wave of bad press for its controversial "Sauvage" fragrance campaign. Dior hired famed French director Jean-Baptiste Mondino to create a short film featuring Hollywood superstar Johnny Depp in a wild costume. Depp spoke about his Native American heritage on the show back in 2002, saying he was proud of his Cherokee heritage, but the commercial still caused a lot of controversies.]]> 2022-10-02 11:24:18 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535120 xueyuanz https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535217 The word Savage is a susceptible word for Native Americans, as it is often used to disparage the group as a group of savages behind Western civilization. Often Native Americans are portrayed as the embodiment of rudeness.
 
As the images show, the intent of the advertisement is so clearly discernible here - the Dior advertisement is an intentional act of impoliteness, and it constitutes an intentional message that will cause conflict and makes a verbal threat to face (Bousfield, 2008).
 
In general, the media often portray minorities in demeaning and unappealing ways. Barlow (1993) suggests that media stereotypes of all racial minorities are not a natural product of popular culture. In contrast, they are more commonly socially constructed images that are selective, one-sided, one-way, and distorted in their portrayal of minorities.
 
]]> 2022-10-02 11:24:31 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535217 4. Conclusion qttia https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535722 In conclusion, this one-minute video of Dior perfume shows the importance of advertising in trans-cultural communication. Our group analyzed how the Dior perfume advertisement aroused controversy among netizens through a series of concepts, such as polite, impolite, and stereotype. As well as the fact that it is more difficult for minorities to have a voice due to the inequality in power and position.

Through the discussion, we think that companies should have a deep understanding of the cultural background of their target groups and appreciate the cultural differences before making any marketing plan. For example, to understand their values, life attitudes, customs, religious beliefs, moral codes, behavioral habits and daily taboos, in order to avoid advertisements that generate racial discrimination controversies like Dior perfume.
 
]]> 2022-10-02 11:25:33 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535722 5. Questions qttia https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535860 1）How should brands avoid impolite situations when designing their ads?
2）Have you ever experienced an impolite scenario and what do you think about impolite in personal interaction?
]]> 2022-10-02 11:25:54 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322535860 xueyuanz https://padlet.com/yurund/jau0t48di7huidw4/wish/2322559073 2022-10-02 12:13:59 UTC https://padlet.com/yurund/jau0t48di7huidw4/wish/2322559073