What’s the outrage with Outrage Advertising?

Written By Aleria Martin

Outrage advertising can simply be defined as using something considered controversial to make a product successful. The idea comes from the influence of social media. The target audience for outrage advertising is comparably narrow compared to other advertising and marketing tactics. Young men, particularly the ones who like to stir up drama on social media, are targeted so that the product will get unwanted attention. The trick to effective outrage advertising is to say something awful that focuses on groups that the young male audience are already contemptuous of. Feminists, LGBTQ + community, and “Social Justice Warriors” make common targets. Then, rather than pitching your message straight at your target audience, you generate some outrage. Share the post to a feminist group. Pose as an LGBTQ + ally and share a disgusting online ad. Even make a complaint about your own billboards, making sure the media hears all about it. Get enough of a reaction, and your target audience will see that by supporting your brand, they can invoke the same reaction, and they can upset people through buying your product.

One recent example of this is the recent Vogue magazine article featuring Kendall Jenner. Kendall’s cover was released in October 2018 where she is seen dressed in what looks like Revolutionary-era clothing and hair. The magazine and model went under fire when Kendall was accused of wearing an afro in her photos, but the bigger problem was that these accusations did not come from the black community. The claim that she was wearing an afro came from a white community on Twitter that brought the magazine spread to popularity when no conversation was happening about it.

Assertions like this put actual confusion on arguments like cultural appropriation versus cultural appreciation, and stir the pot for attention. Does outrage advertising actually get the job done? It actually does. Vogue put out a formal apology, although many people from the Black and African American community spoke on the subject saying her hair was not an afro. Many fans went out and bought the magazine to show their support of Kendall, Vogue, and the fact that this was not cultural appropriation. Vogue even reached a fan base outside of their main audience by appealing to the Black and African American community. The buzz on their magazine has been at an all-time high, and as people say in the Advertising and Public Relations world, any publicity is good publicity.


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#LikeaGirl

Written by Elle-Kaye Terry

One advertising campaign that has stuck with me for quite some time now was the Always #LikeAGirl campaign. I still remember the initial time I saw this campaign when I was 14 at an all-girls camp. The message was so inspiring to all of us at that time and still is today. When the campaign was first released, ‘Always,’ had been falling behind to competitors and needed to revamp its strategy to reach younger girls. The brand released a few statements about the campaign that said, “We set out to champion the girls who were the future of the brand,” and, “Girls first come in contact with Always at puberty, a time when they are feeling awkward and unconfident-a pivotal time to show girls the brand’s purpose and champion their confidence.” The campaign showed that many women lose confidence as they go through puberty and tend to forget what it means to be a girl. Always wanted to change the way it means to do something, “Like A Girl,” and take the negative connotation away from it. The response to the ad was more than Always would have ever thought. They received over 85 million youtube views from countries all over the world. The campaign won numerous awards and even went on to become a halftime segment at the Super Bowl. The fact that the ad came out in 2014 and is still being talked about today shows just how relevant it is in our lives and just how much of a hit it was. This ad was extremely cool and unique to me because it showed just how important the creative team behind the production was. The creative team came up with the idea, supported it the entire way through, and executed the idea successfully in the end. #LikeAGirl is an ad that, I believe, will continue to be shown for years to come.

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The Future of Advertising

Written By: Eighmy Dobbins 

Experiential advertising has become the new way to create memorable connections between a brand and their consumers. Over the past few years, more and more companies are turning to experiential ads instead of traditional digital advertising. According to Rich Ord, Digital advertising has become over saturated and boring to consumers.  Many consumers claim it has become too invasive into their search history or past clicking habits (Turow, 2009). Others do not like the fact that they can’t get on social media without seeing multiple advertisements each minute (and usually the same ones over and over again). Advertisements on YouTube are also ineffective because viewers press “skip ad” as soon as possible. Advertisers are realizing the struggle of digital advertisements as well. The human attention span is  only about six seconds, which makes it harder to create a memorable advertisement that will stick with consumers. Now, experiences are becoming the trend companies are investing in.

            Experiential advertising creates a natural relationship with consumers by recognizing the memory of their personal experience with the brand and their product. This, in turn, creates a high level of loyalty and gives brands  an edge over their competitors. It’s impersonal and does not have much impact when someone scrolls by an advertisement on a page. When a consumer goes to an event and gets to see/taste/smell a product, it creates a memory and they will be more inclined to buy the product in the future. Consumers get to talk with brand employees and influencers and engage personal dialogue about the product, as well as get their questions answered. The same goes for brands, because they get feedback from consumers about what they like or dislike about their product.

            One of the first advertisement experiences I remember was the Red Bull “Stratos” jump. This advertisement took place in 2012, but to me, it feels like yesterday. Red Bull is notorious for partnering with extreme sports athletes, but they took this event in 2012 to the next level. Red Bull  hired skydiver, Felix Baumgartner, to do the world’s highest skydive. The entire event was live streamed on YouTube and had the highest viewing traffic ever with over eight million people watching. Although viewers didn’t skydive with Felix, they felt like they were in space with him as he jumped.

            South by Southwest (SXSW) in Austin, Texas has more and more experiential advertisements each year. This past year, two of my favorites were: HBO and Casper. HBO created themed escape rooms for SXSW goers to try and solve. The escape rooms were themed as some of HBO’s hit shows, like: Veep, Silicon Valley and Game of Thrones.

Casper is a mattress company and they partnered with an app called One Night, which lets travelers book a hotel room after 3 p.m. for that night. Consumers who downloaded and used the app received a discount price at the Austin Motel, one of Austin’s trendiest hotels. On top of that, Casper had refresh rooms on site with Casper beds and pillows. Visitors signed up for a time slot and spent 45 minutes of relaxation on a Casper mattress. This experience was my favorite because consumers had the opportunity to sleep on the product before investing in it. Now the next time they are in the market for a new mattress, Casper will pop into their heads. There is a new wave of advertising approaching us, and we will see more brands allocating their budget to create experiences for consumers instead of the same digital advertisements we are accustomed to now. 

Ord, R. (2018, August 28). Experiential Advertising - Where Live Advertising is Exploding. Retrieved from https://www.webpronews.com/experiential-advertising-where-live-advertising-is-exploding/

 

Turow, J., King, J., Hoofnatle, C. J., Bleakley, A., & Hennessy, M. (2009). Americans Reject Tailored Advertising and Three Activities at Enable It. h ps://doi.org/10.2139/ssrn.1478214l

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Our Favorite Holiday Ads

It’s heart-warming to experience the joy of the holidays.  Tis the season for family and giving, but also an exciting time for advertisers to spread happiness, cheer, and love.  We wanted to share some of our favorite holiday commercials from years past. We hope it puts you in the holiday spirit.  Happy Holidays!

 

John Lewis’s “Buster the Boxer”

With all the basics of a happy holiday commercial, this one has a comedic twist. It features a little girl getting the perfect gift for Christmas, a father working tirelessly to assemble this perfect gift for the daughter he loves, and some adorable wilderness animals adding extra fun. The main message being John Lewis products are fun for everyone.  We love the execution.

 

Amazon Prime’s “A Priest and Imam Meet For a Cup of Tea”

This ad takes a more serious note, but does a phenomenal job of spreading the message of love, which is appropriate for the holidays. It features two men from different walks of life finding common ground through the season. After meeting to share some laughs and tea, they find a connection and end up purchasing the same gift for each other.  We admire the message of love and inclusiveness that this ad conveys.  

 

Toyota’s “R+S”

With a similar message of love, Toyota’s “R+S” conveys its message in a different fashion. Featuring a large family working hard together to create something beautiful and sentimental for their grandparents, this is a traditional story of family love that is sure to cause a few tears.  Toyota emphasizes the togetherness and sentimental value of the holidays.  We appreciate the “family brand” image that Toyota shares with this ad.

 

M&M’s “Bring Everyone Together”

Who doesn’t love M&M’s and their light-hearted commercials?  When one of these M&Ms causes Santa to faint, he decides to do his job for him. However, he fails miserably, leaving it up to the citizens to give their gifts to the intended receiver.  We love this reworking of the original ad for a funny and sweet message of togetherness that’s sure to bring a smile to your face.

 

Folger’s “Peter Comes Home”

Originally broadcasted in 1986, this classic commercial became such an integral part of holiday ads that it has been recreated several times and still used today. It features a son coming home unexpectedly and waking up his family to the smell of freshly brewed Folgers coffee. Over the years variations have been made, changing details about the characters and adding unique personal touches. However the message is always the same: families should be together to enjoy the beauty of the holidays.

 

When Advertising Goes Wrong

 

Carefully crafting a brand image is a key focus of advertising.  But what happens when a brand missteps?  Morris+Mitchell recently took a look at a case of advertising gone wrong.  Guest blogger Dylan Owen shares a specific example from Dove beauty products.    

https://www.youtube.com/watch?v=GJssvw1LQbI

Dove recently released an ad which came under fire and could lead to some customers boycotting the brand.  The problem?  Quite simply, racism.  In the 3-second video Dove posted to its Facebook site, a black woman was shown removing her top to then expose a white woman underneath followed by another woman. Many perceived this clip to be suggesting that a black woman could be found more attractive should she lighten her skin. One question that viewers kept bringing up was, how did Dove overlook the racial context of this video?  This is not the first time Dove has made this type of mistake, and at what point will they learn?

The social media outcry over this ad escalated into a public relations disaster for the brand.  Making matters worse, Dove’s apology and statement came across as insincere for many women. Dove declined to say how the ad was produced and approved but the company did state that they are “re-evaluating our internal processes for creating and approving content.” If Dove’s main goal is to represent “diversity of real beauty” then they need a better strategy.  Because of the recent controversy, similar ads have resurfaced involving race, including Dove’s Visible Care body wash ad as well as a debacle over the packaging on Dove’s Summer Glow Lotion.   

In 2011, Dove apologized for an advertisement for Dove Visible Care body wash, which appeared to portray a black woman as the “before” photo and a white woman as the “after” photo.  The ad then asked consumers which had “more beautiful skin?” According to Dove, all three women were meant to represent the benefits of using the lotion.  But when viewing the ad, it is easy to see how it could come across in a negative manner.  

In 2012, Dove encountered criticism for labeling of its Summer Glow body lotion.  The company printed “normal to dark skin” on bottles of lotion. Dove angered its 'real women' as the brand's Summer Glow suggests that dark skin isn't normal. While Dove has already apologized for its choice of words, stating that the product should have been labeled “medium to dark skin,” Bottles of the “normal to dark” lotion can still be found on the shelves. Dove did state, however, "We take this issue very seriously and are sorry for any offense caused. These bottles were discontinued in 2012. Many of our lotions focus on moisture as the key benefit and in some cases, we label them 'normal to dry skin'. This product should have been marked as 'fair to medium skin' or 'medium to dark skin'. There was a mix up with the batches, and we labeled the wrong product."

One may question Dove’s marketing strategy and approval process.  Taking such a big misstep in marketing is certainly not making real women feel beautiful.

 

Brand. New.

By Guest Blogger Hunter Lees

As a student at ACU, I’ve had the unique opportunity not many college students get to experience. I’m a senior in the Ad/PR department. I keep busy working at Morris+Mitchell, the student-run Ad/PR agency as well as playing Wide Receiver for ACU football.

Recently, our school made history as it brought ACU football back to campus. The excitement could be felt in the air as fans, students, and alumni experienced this momentous event. All ACU sports are now played on campus. This hasn't happened since November 27, 1958! This is something that has boosted morale not only for ACU athletics but for the university as a whole.

One highlight of the new stadium has been the marketing associated with the event. While the branding doesn’t change year to year, there are new marketing campaigns each season. The name for the campaign for the 2017-2018 sports season is “This is Home,” a theme which encompasses the feeling of so many athletes as we are able to compete on campus for the first time in our college careers.

The marketing team ensured a cohesive look and message to its audience.  Marketing also chose to highlight former athletes in the design of the new stadium. Giant murals of ACU football legends line the home side of the stadium, which gives the area a unique feel. The inside of the stadium was also carefully decorated with posters placed throughout the different levels honoring specific ACU football greats and their respective positions.  Continuity is key to a great marketing campaign and the ACU team attended to every detail accordingly.

Fortunately, I have been able to experience the student/athlete dichotomy. While guests can see most stadium details, the locker room is reserved for players and coaches. The locker room is an intimate place for players and this new facility is the nicest I’ve experienced in my sports career. This locker room impresses players who have transferred from larger universities such as Cal Berkley and The University of Arkansas. There are so many unique details, from the walls being covered in players from the 30’s and 40’s, to recent NFL player like Daniel Manning having his own area designated in honor of his number 11 jersey.

The stadium is a wonderfully built structure but the hard work and thoughtfulness of the ACU marketing and graphic design team have really set the facility apart. I think I can safely say that the entire 2017 ACU Football team feels like the sky is the limit with what we can accomplish during this special Wildcat opening season.

Go Wildcats!

Pitch Perfect

What Makes a Great Capabilities Pitch?

No matter the product, location, or goal of a business, prospective customers must be aware of what that business has to offer. Advertisers make that happen.  Advertising agencies are no different in their need to promote themselves effectively in order to obtain new clients. This is where a capabilities pitch comes in. A pitch is a way of letting the client know exactly what an agency has to offer. A well-crafted capabilities presentation will play a vital role in landing the job every time. So, how do agencies take the pitch from average to outstanding? It’s as simple as these four steps.

Step One: What we do.

Research. Research. Research. Research everything the potential client has ever done and learn all their strengths and weaknesses. An agency will never want to be caught off guard in a meeting. Highlight the agency strengths and align them with the job the client needs.  Know your agency’s weakness as well and don’t be afraid to admit a service that isn’t offered.

Step Two: Who we do it for.

Success is tangible.  Prove the agency’s core strengths with concrete examples.  Create a bulleted list that describes the talents and strengths of the agency.  Clients are visual.  Links, pictures, and case studies are specific examples of what may be used on a website in order to effectively communicate agency work.

Step Three: Why we’re different.

Don’t just sell yourself, listen, then sell the client.  Regardless of the talent the agency possesses, the needs of the client must be understood in order to gain their business.  Understanding the unique selling position of the client is the best way to begin the process of learning what the client needs.  An agency must know what makes their client stand out among their competitors. In order to advertise for a client, you must always keep in mind why they’re different.

Step Four: So What?

It’s the final countdown.  The last step is communicating why the client should choose your agency. This is accomplished by combining the previous three steps into one final message.  Taking special care to highlight the specific ways in which the agency is equipped to fulfill the client’s needs.

We’re going to get to work putting what we’ve learned here into practice. What about you?

How Posts Go Viral

We all remember the 2007 YouTube sensation of Charlie’s poor baby brother crying after getting his finger bitten. Since then, it seems the Internet has only gotten more infatuated with babies, puppies, ice buckets and crazy 13 year-olds on Dr. Phil.

Wouldn’t it be nice if virality could be as simple as A + B = YouTube fame? Unfortunately, a secret formula doesn’t exist to help your content go viral. The rule of thumb for viral viewership used to be that a post would be considered viral once it received over 5 million views within a 5 to 7 day span. Now, the number of views a video gets no longer constitutes virality. There are, however, a few commonalities between viral videos. Keep reading to check them out and decide for yourself what videos you’ve seen fit into each category.

1. Emotional Tug

Content has to connect. If the audience doesn’t emotionally identify with what they are watching, the post isn’t going anywhere. Posts must elicit some sort of emotional reaction from the viewer. In general, people like to share things that make them feel good. A heartwarming video that moves you to tears or makes you roll on the floor with uncontrollable laughter is much more likely to be shared by viewers. Furthermore, if a video containing certain political beliefs or social issues you identify with crosses your path, you are more inclined to share it because it reaffirms your beliefs and lets others know them too.

2. Buzz, Buzz and More Buzz

Virality goes beyond viewership. A post may be getting shared, but is it the talk of the town? The notion of buzzworthy content is evident on social media through the use of hashtags. Does it become a trending topic on Twitter? Are a bunch of your friends commenting about it on Facebook? The engagement that a video gets on the web goes beyond the screen and continues through word-of-mouth. If you’re obsessed with a video or article, you’re definitely going to want to talk to friends about it, which only increases its virality in the real world.

3. The Test of Time

Although content rarely lasts a lifetime, longevity is still a significant element of virality. Videos come and go, but every so often one seems to “stick.” Even after the video itself becomes outdated, you’re still left hoping your eyebrows are “on fleek” and you can still “cash me ousside.” While the videos themselves may not be around in five years, or even five months, their phrases become ingrained in the minds of society and continue to flow from our screens to our mouths for years to come.

How bou dat?

Cover Letter 101

Job hunting is a skill in and of itself.  Whether or not one can perform a job is almost irrelevant if they are unable to obtain the position in the first place. Writing an incredible cover letter is something that will make job seekers stand out from other applicants. This is a chance for applicants to make their skills and compatibility with a company shine. 

Beforehand

With any good piece of writing, research is key. Before pen is put to pad...or more realistically, fingers to keyboard, you’ll want to gain as much knowledge about the company to which you’re applying as possible. The first place to start is the company website. It may sound like a lot, but read the entire site… then maybe even read it again. You should know what the company prides itself on, its values, its strengths and possibly even its weaknesses. If possible, glean the name of the hiring manager or someone to whom you can address the cover letter. Including a specific name gives the impression that you’ve done your research and are serious about getting the job.

List all of your information in the upper left hand corner. This includes your name, address, phone number and email address as well as the contact information of the employer you’re sending the cover letter to.  

Paragraph 1

The first paragraph should be all about you. Make this information count! This is where you get to highlight things about yourself and show how you will fit into the big picture of the company. This section should be thought of as a place to show personality and talent, which are particularly useful to the hiring organization.  

Paragraph 2

Use the second paragraph to highlight specific skills and expertise in relation to the work the company is doing.This is where you really sell yourself and explain why you would make such a valuable employee to the hiring organization. Again, the research you did earlier will prove invaluable for this section.

Paragraph 3

If needed, add a third paragraph as a continuation of the second. Three shorter paragraphs are oftentimes easier to read than two lengthier ones. It can also serve as a great way to break up information.          

Lastly, wrap it up with a “call to action.” Be confident and express your request for an interview. Be sure to thank the reader for their time and conclude the letter.  

Following Up

After sending your initial email and cover letter, reaching out once more can make a big difference when it comes to getting that job. A good rule of thumb is to email the company a couple of weeks after you send out your resume and cover letter to make sure they were received. You can also make a good impression by sending a handwritten thank you note after an interview to thank the interviewer for their time. Even if you don’t get that specific job, there may be positions available in the future that you’ll be a better fit for, and leaving a good impression is always a step in the right direction.

Building Culture

Agency culture is a term often heard when employees are describing their work environment. As the creative group explains, the culture of an agency is not only dependent on the personalities of those in charge, but also the combination of values, vision and actions that exist and take place in the agency.

One of the biggest ways to create a positive culture is to embrace failure. When starting out in a student-run agency, it is easy to feel the pressure to not make any mistakes. Most people are overly cautious about sharing their ideas when they are afraid they will be shot down. By letting the staff know that mistakes are okay, leaders can keep the door open for new ideas and creativity.

Ultimately, the better an agency can foster an environment where individuals know they can make mistakes, the better creativity can thrive among teams.

Here are some things we are doing to create a positive culture in our agency:

  • Training- Before beginning the year, the leadership team takes a weekend to become familiar with Morris+Mitchell as an agency. We review agency culture and discuss how we plan to help carry it out among the rest of the staff. During the first all-staff meeting, we take the time to review agency procedures and communicate our vision, goals and culture.

  • Attire- At Morris+Mitchell, we want to create a professional environment. Student agencies can sometimes be stereotyped as being too relaxed, but we want to put forth an image that will be taken seriously. The leadership team is encouraged to dress professionally at our weekly meetings to set an example for the staff.

  • Food- Believe it or not, something as simple as providing food at a meeting can help boost interaction between staff members. At our weekly agency meetings, everyone looks forward to grabbing a snack from the bin in the conference room. Our leadership meetings are supplied with pizza and tacos. As the Parks and Rec character April Ludgate says, “Pizza is knowledge,” and we completely agree.

  • Workspace- One of our most recent changes has been the remodel of the agency. The new Morris+Mitchell space is decorated with artistic client work, modern seating, and dimmed mood lighting. A workspace that portrays the culture helps to set the mood for agency meetings as well as display who we are to visiting clients.  

  • Don- Although he’s not real (we wish), Don is Morris+Mitchell’s resident agency dog. The life-sized, plush golden retriever is always a welcoming sight in the room.

Source: https://www.roberthalf.com/creativegroup/need-work/career-resources/agency-life/10-ways-to-develop-a-positive-agency-culture-and-thrive-in-it

Our Take on Super Bowl LI Ads

With  Super Bowl right around the corner, the ads are already being released. Some brands have released their ads in full while others have released teasers. We sat down and watched as many as we could, ranking them as we went. Below are our top five.

Wix- The one for millennials

Our team thought that this commercial was targeted more towards millennials because of how relevant Wix, the free website builder, is among our age group. The commercial is fast-paced and demonstrates how quick and easy the Wix website is to use. Now more than ever, people are blogging, vlogging and showing people what they enjoy doing and what they think is interesting in their daily lives, and the commercial shows that Wix is a great way to do that through their user-friendly templates.

https://www.youtube.com/watch?v=7jIA3eFtSOM#action=share

Snickers- The one we're most anticipating

Snickers is branching out this year and doing something we’ve never seen before. Instead of pre-releasing their ad, or even giving us a prequel, they’ve decided to announce that their Super Bowl commercial will be live. We don’t know what exactly it is that they’re up to, but we can’t wait to find out.

https://www.youtube.com/watch?v=AqDtSW7u48Q

Turbo Tax- The one that made us laugh

Viewers will see the universally-known character Humpty Dumpty in the new Super Bowl ad for TurboTax. The familiar figure is a source of comedy while still making the point of how easy filing taxes can be when using TurboTax. The humor is in the details: egg whites stuck to Humpty’s shell, yolk dripping out of his mouth and Humpty receiving top-notch medical care while being airlifted for his treatment. The playfulness of this ad stretches beyond generational barriers and probes into the minds of anyone looking for a simple and inexpensive way to file taxes

https://youtu.be/wgh6K1TXw28

Mr. Clean- The one that surprised us

“You gotta love a man who cleans.” For years Mr. Clean was the Jolly Green Giant of cleaning products - the face of a mess’s rescue. We’ve seen companies attempt to bring the face of their brand to life, but the efforts  have seemed mediocre at best. This year, however, Mr. Clean broke the barrier in his Super Bowl debut. The in-house Procter & Gamble ad features Mr. Clean “sexxing up” the cleaned floor as a woman sizes up the mess of her home. As his seduction continues, the ad ends with Mr. Clean turning into the woman’s husband and a tackling public display of affection.Is the ad cheesy? Of course. But we couldn’t help but be amused by the “50 Shades Darker” similarities...and for a cleaning product. We kept grinning throughout the ad and ended things in laughter - a successful debut in our book.

http://www.superbowlcommercials.co/mr-clean/

Intel- The one we keep replaying

Fitting to the name, Intel’s 360 replay ad was one we watched over and over again. Intel, known for their Michael Phelps ad from last year, makes an “epic” reappearance in the ad world with their spot starring Tom Brady. By casting one of this year's Super Bowl quarterbacks, Intel has the perfect set-up to reach football fans and a younger audience. It’s also always fun to see how new technology is incorporated and introduced to the masses. Our team liked the ad because of the exaggeration and humor used to convey a point. A football star making pancakes with his dog - who wouldn’t replay this ad?

https://youtu.be/nTw7eten1no

International Stereotypes in Advertising

Spending five months abroad taught me a lot of things, many of which were to be expected. However, I learned a few things that I wasn’t exactly seeking out- namely, not to believe everything that I’ve been told about the people in other countries. I didn’t realize just how deeply advertising affects not only what we think about certain brands or companies, but also what we think about whole groups of people. By promoting certain services or products, advertisers shape what consumers believe about their fellow humans across the pond and elsewhere- just Google what’s advertised as “American” in any other country and you’ll see what I mean. There were a whole slew of pre-conceived notions that I didn’t even know I had until they were proven wrong, such as:

  • All French people smell bad- deodorant brands have explicitly advertised that you “don’t want to smell like the French” in order to sell their products

  • All Italians eat mountains of pizza and pasta- songs, TV shows and restaurant chains are just a few of the things that characterize this nationality into a costume

  • All English people have bad teeth- from gum companies to toothpaste brands, the image that Brits have poor dental hygiene has been painted into our heads

  • All Swedish people are blonde- ok, this one is MAINLY true...but still, there are plenty of non-blonde Swedes, but you wouldn’t know it from the way they are advertised and played in the U.S.

None of this is to say that advertising is inherently harmful to people of other cultures. It helps us understand an aspect of each other in a way that is easy for our minds to grasp, and it’s a quick way for advertisers to make their points. However, it was an enlightening experience to have some of the stereotypes in my subconscious shattered, and it was interesting to note just how much advertising had affected me- even when I left the country they had been reaching me in.