Target Targets a Tricky Audience

In this period of social change and shifting ideologies, it's not farfetched to think about companies trying to utilize a new/growing audience by changing their advertisement tactics. Specifically, equality for all sexualities and genders is a big topic currently that can bring a large amount of attention to a company if used correctly. Target, the second largest discount retail store company, was not shy to implement this tactic, and did so by promoting a gay couple on their latest wedding gift registry advertisement.

At first glance, the ad shows a happy couple bent towards each other and holding hands, with confetti falling around them. Before even reading the text, you can tell that their unity is a positive, celebratory occasion. They seem just as joyous and in love as any other couple, whether it be homosexual or heterosexual. Underneath the Target logo, placed in the corner somewhat discreetly but still noticeably, it reads "that's love." Such a phrase doesn't market their products with anything like celebrity endorsements or feel good statements like "our products will make you skinnier!" It markets them with love; love doesn't discriminate based on gender. This can make the reader feel many different ways: some will feel disgusted, others will feel confident and glad to see such an advertisement being put out by such a large company. Target puts themselves under scrutiny by supporting such a controversial topic, but continues to market their product anyways.

For some, this advertisement will evoke anger; for others, it might be seen as a step in the right direction towards acceptance of different sexualities. Their line "as unique as the two of you" shows the viewer that it's okay to have a unique sexuality; they can still live a fulfilling life and be as successful as this couple. Target effectively builds up their own ethos by appealing towards LGBTQ customers, couples, and supporters alike. I think the ad is very effective in showing that there's nothing wrong with same sex marriage; being portrayed in the same light as a heterosexual couple, they share the same happiness and love that everyone else does. Target boldly promotes self-love and strength in individuality in a controversial, but effective way.

A Fairly Odd Show

Fairly OddParents, created by Butch Hartman in 2001, was a Nickelodeon cartoon show about a 10-year old boy named Timmy Turner whose life was filled with "doom and gloom," until he was suddenly given a set of magical fairies to grant him wishes. Each episode revolved around a wish usually caused by a mishap that highlighted something Timmy didn't have, whether it be love or money or popularity. 

The character set was arguably diverse, but however did portray some stereotypes; surprisingly, these stereotypes are all reflected on white people. Timmy's family is a "typical" middle-class, white, American family, and along with everyone else on the show, are native English speakers. His fairy godparents, although technically cannot be assigned a race, are both drawn in a way that suggests they are also white. Timmy's two best friends are AJ and Chester: AJ is black and very intelligent, while Chester is portraying the stereotype of being a "country bum," and living in a trailer park with his retired baseball playing dad who wears a paper bag over his head. Less prominent characters also include Elmer, who is a "white, nerdy kid" with a giant talking boil on his face, and Francis, a white, "emo" kid who gets a kick out of picking on Timmy, and is usually drawn with somber eyes and wearing all black. Vicky, his evil babysitter, represents the average teenage girl, in a stuck-up, snooty light. Trixie Tang, the main love interest, seems to be Asian by the way she is drawn, and is the classic "popular girl," who is too good for most common people's business. Overall, the cast is seen with many different stereotypes, but surprisingly are put on white people, rather than the other minority characters.

The show doesn't play into what we think as "normal" gender roles at times; at others, it's pretty clear what message they're trying to get across. For example, Cosmo and Wanda both fit into the "relaxed husband and nagging wife" mold perfectly. Most of the females who are on the show don't seem to be extraordinarily bright, but most of them are brighter than the males. People like Timmy's dad, Cosmo, Timmy, Chip Skylark, etc. seem to have no idea what's going on most of the time, but are blissfully ignorant and almost always seem to have a better time than the girls. There's not much question on masculinity and femininity: if anything the males have more variety in exhibiting feminine traits than vice versa. All the couples are also monogamous and heterosexual.

The biggest message I took away from the show was instant gratification wasn't always what you thought it would be, and often times came with more negatives than positives. However, I couldn't help but still want some sort of magical presence to guide me through life anyways. While not ostracizing specific groups, the show doesn't take many leaps into taboo issues like switching gender roles. 

Maybe It's Because I'm Forced to Be Here

One of the greatest examples of dual purpose that is still very much around and present is the classroom. Classrooms are extremely versatile places: they are shaped intensely both by the creator and the interpreter (a.k.a. the teacher and the student). Many of us feel a certain way even just stepping through the door, and much can be taken away from not only the decorations strung about the walls, but the very person who has hung them up.

Imagine you're walking into your least favorite class, at the very end of the day. A sudden feeling of distress, an "oh crap, did I finish my homework?" races through your mind, and you just can't help but stare at the clock placed conveniently in front of you, and wait for time to pass. But, you're supposed to have a better attitude, right? This is your center of learning, the key to the rest of your future; although you can't help but feel differently when the teacher apathetically begins their lecture and the tacky educational posters seem to be more mocking than motivating. Believe it or not, this mundane everyday chore is some sort of organized visual argument. What exactly is it that the teacher has set up around the room to try and make their less than enthusiastic students somehow feel energized enough to learn?

You know those posters that have really generic philosophical quotes on them about learning, which are accompanied by a picture of an animal? Albeit being extremely basic, their presence alone creates a visual argument in the classroom. By the teacher hanging them up, you might think: "Wow, they really want us to do well (and also have a dry sense of humor)." And this is exactly the type of message they want taken away from this; it's a small boost for their ethos. Some teachers like to hang model students' work up on their board, making sure everyone knows that if they can achieve excellence, so can you. Even just the organization of the room plays a big role in ethos: a disorganized classroom reflects poorly on the teacher, and upon a student first seeing this, they'll instantly dismiss the class as unimportant, or irrelevant. After all, if the teacher doesn't care, why should they?

Teachers love to believe that everyone is as passionate and bent on education as they are, but that is often not the case. And it can be argued that even changing the classroom would provide a fix to this. Personally, I can say a classroom that is set up in a seminar-like manner quells my fears much better than one set up in cookie cutter rows. Although sometimes unkempt, awkward, or just plain bland, the medium definitely is the massage.