The Role Of Stereotypes In Advertising
Rule Yourself
Through the revolution of electronics and their permeation into the homes and hands of America’s youth, many companies and organizations have gained the ability to integrate their brands and surrounding viewpoints into the forms of ads and PSAs. PSAs often serve to persuade viewers to change habits or viewpoints based upon narratives that display the potentially negative, or even fatal effects of these actions. In the ad sector, the overwhelming presence of the ideas they invoke are meant to persuade viewers into adapting certain viewpoints through association and subtle marketing techniques. However, these ads and PSAs are becoming decreasingly selective and are omnipresent in our technologically dependent, internet fueled lives.
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These ads are far ranging, as they can come in the form of promotions, persuasive goals, or moral reform, yet they always are meant to persuade the viewer to adopt a certain viewpoint. Often, brands will portray famous athletes, celebrities, or public figures in in order to attach their brand with that person, enhancing their appeal in the public sector. These ads subtly creep into our subconscious and shape our views towards certain brands, people, and ideas. Under Armour, in their ad campaign ‘Rule Yourself’, portrayed Michael Phelps in one of their commercials in 2016 before the Rio summer Olympics. Adam Peake, executive vice president of marketing at Under Armour, stated in 2015 that, "The concept of the 'Rule Yourself' campaign is simple — you are the sum of all of your training. It's the only way to get better, and it's the common thread that unites each of our all-star athletes around the globe.”(O’reilly) The film was directed by Epoch's Martin de Thurah, beautifully shot, and set to the "The Last Goodbye" by The Kills.(O’reilly) In this ad, Michael Phelps, who will go down as the best swimmer in history, is filmed training, eating, sleeping and …show more content…
Ad campaigns with men like Phelps allow companies like Under Armour to project a public persona that reaches beyond their product, leading consumers to associate the personality and values of a professional athlete with simply a clothing
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