A day in the life of a Stella Artois consumer

8 AM –Richie wakes up to breakfast in bed prepared by his maid. Checks his stocks in the stock market with an app on his IPhone.

9 AM – His assistant, Marley, walks into the room and lists off the events for the day. Marley then proceeds to leave for Richie to start getting ready.

10 AM – Richie gets out of the shower and starts getting dressed. He puts on his Giorgio Armani suit and his Louis Viton dress shoes. He then proceeds to take the elevator down from the 3^rd floor of his San Francisco loft.

11 AM – Richie gets on his 2015 black convertible Tesla, and drives over to a property where he is building condos. 

12 PM – Richie has a lunch meeting with investors at a restaurant in downtown San Francisco so he drives over.

2 PM – He has an afternoon meeting at 3 so he finishes up lunch and drives over to the investor’s office.

4 PM – Richie receives a conference call from foreign investors in china.

5 PM – He heads home and gets stuck in San Francisco traffic.

6 PM – Once home he has Marley go over his itinerary for the next day. 

 7 PM – Richie sits down for dinner, which was prepared by his personal chef. Including caviar and salmon with a glass of wine.

8:30 PM – Richie watched the news and other TV shows on his theatre screen and his couches
10 PM - Richie goes to sleep

Not The Only One for Peta

We as a group chose PETA, People for the Ethical Treatment of Animals, for our political campaign because we agreed on the fact that it has been one of the longest running most successful organizations out there. Their slogan is “animals are not ours to eat, wear, experiment on, use for entertainment or abuse in any way.” PETA has a very clear idea of who their organization is and what they do, and they have many influential people backing up their ideas. They are always very up front with their ads and commercials, sometimes criticized for being “too emotional.”

PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in the clothing trade, in laboratories, and in the entertainment industry. We also work on a variety of other issues, including the cruel killing of beavers, birds, and other “pests” as well as cruelty to domestic animals. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

For our main spokesperson we chose four-time Grammy Award winning artist, Sam Smith, who is taking the world by storm with his soulful voice, passion and hit songs. We believe that bringing that soul and passion to our fight for animal rights will help us bring more awareness so we aren’t “the only ones” in this fight. Taking the now widely know hit song, “I’m not the only one,” we have created the hash tag #IMNOTTHEONLYONE4PETA as well as social media outlets like Twitter, Facebook, and Instagram.  

Our main print campaign would consist of ads in magazine like the one above and billboards like the one below. 

 Using our official hashtag, our followers can comment and post on issues and be able to tie all together. 

Official Twitter Page

Official Facebook Page

Official Instagram Page

Defying Boundaries

Advertising has always been known to have racial and sometimes gender stereotypes embedded in them. Most of the shows we see are very gender normative, meaning that it follows the established boundaries of what society has described as normal for each gender. It sometimes can also include the set roles and expectations that society have assigned each of the genders. Recently there has been some TV shows that have started defying those rules and boundaries.

 Modern Family, Emmy Award winner for Outstanding Comedy Series, which is now on its 6th season and on his third year since it premiered is the perfect example of breaking the stereotypes. In the series, we follow the life of three very different families who are all related to each other. First of all we have the a homosexual couple with an adopted Asian daughter, one of the guys sister and her husband with their 3 children, and finally the father/grandfather of the family who is now divorced the mother and remarried a very attractive colombian young woman, together they are raising the woman's son and a baby they had together.


There are so many boundaries that are broken by this comedy show, in the description alone for example they have already tackled interracial and homosexual relationships as well as adopted kids and stepchildren. The success of this show is in my opinion the result of their diversity on the show. It targets almost every single audience and brings them all together through comedy. On one side we have the typical sibling fights that we all know and love, and on the other we see the struggle of planning a wedding for the two gay dads. We as the audiences are exposed to so many different types of people n this show that it helps society blur the lines of those boundaries.

Teaching them young

Rose Petal Cottage, a toy targeted to be sold to the parents of young girls, gives quite an interesting insight into how sexism makes its way into advertising. 

Come on into my home sweet home,

Rose Petal Cottage, a place of my own,

It's a special place, come and be my guest,

Try 'em up and they're the best, best best!

Rose Petal Cottage a place of own,

I love when my laundry gets so clean,

Taking care of my home is a dream, dream, dream,

In Rose Petal Cottage, my home, a place of my very own!

The lyrics focus mainly on having "a place of my own."These lyrics could definitely be seen as wrong and teaching girls to conform to the idea of being stay at home moms, or it could be interpreted as a tool for girls to feel more self worth and like they can own their things by working for them. In my opinion this commercial has way to many negative connotations towards "what a girl should do," taking care of the kids and cooking up a meal are tasks that have been given to women and have made them put their own selves benefit aside. This commercial is telling young girls that they should enjoy doing tasks that nobody likes. Why market this towards females? If everyone wants a clean house, but nobody wants to clean it, then why do the woman get stuck with this task? This is clearly the remnants of negative stereotypes that unfortunately are still being used in advertising very frequently. 

Racial Stereotyping in Advertising

Racism and racial stereotyping is something that has been a topic of discussion since I can remember. Sometimes it is very hard to look at something and not recognize some sort of racial stereotyping involved or in the subtext. Many people believe that racial stereotyping is necessary when advertising products to specific groups of people. Many advertisers use cheap jokes or stereotypes to get a laugh out of a consumer in the hopes that it will draw them into buying the product. But is this right?

In my opinion the research that is done when figuring out a target consumer audience is extensive and most likely includes the different races out there. And there is plenty of more data to take away from the research, so I believe that the ad agency or companies should streer clear from any sort of race card or joke they might play in the advertisements.

Many times companies do not realize the conflict that a certain ad could create. For example, one of the most controversial ads in my opinion that PlayStation has put out was for their new portable gaming device that now comes in the color white.

Most people imagine that the whole race battle, white and white, would be over by now, but the creators of this ad were not able to notice the boundary they were pushing. A black women dressed in all black is having a white women dressed in all white dominate her by grabbing her by the face. To think that an ad that feels very wrong and dehumanizing was released just a few years ago is astounding.