Remember to start by considering the media mantra:
WHAT TYPE OF PRODUCT IS IT? [WHAT IS ITS INTENTION?]WHO IS IT AIMED AT? [AUDIENCE]
WHAT MIGHT BE THAT AUDIENCES EXPECTATIONS OF SUCH A PRODUCT?
DOES THIS PRODUCT MEET SUCH EXPECTATIONS - HOW? WHY NOT?
IS THE PRODUCT EFFECTIVE IN ITS INTENTIONS?
We're into controversial products once more - this time we have a focus on ideology, the whole intention and understanding element of media products.
Key here is a discussion of Hall - encoding/decoding and Mccomb agenda setting. you might also find Blumler and Katz apply here, too.
A television commercial for Dunkin’ Donuts, which was shown to the Taiwanese public, was pulled from the airwaves after being subject to considerable criticism from the American media. The ad showed a pale-skinned female eating a chocolate donut. After taking a couple of bites, the young girl’s face is suddenly painted to resemble a black person.
Human rights groups across America immediately labeled the advertisement racist, forcing the company to issue a strongly worded apology. However, ad creator Nadim Salhani – whose daughter was featured in the ad – was dumfounded by the reaction:
“It’s absolutely ridiculous… We’re not allowed to use black to promote our doughnuts? I don’t get it. What’s the big fuss? What if the product was white and I painted someone white, would that be racist?”
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