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The following is a print ad that was recently released by Ray-Ban (the company behind the infamous wayfarer sunglasses). The brand has had a surge in popularity with a new generation of consumers - partially because of a increasingly trendy "hipster" or dorky look (exaggerated, thick, large frames). The ad, set in what looks to be the 40s, features two men in suits (one wearing Ray-Bans) nonchalantly holding hands while walking down the street. The slogan is: Ray-Ban. Never Hide.
What do you think of the use of the slogan? Ray-Ban has other ads in the same campaign that also use the same tagline. Check out the other one, below, that challenges dominant discourse. Why do you think the manufacturers of the previous ad chose to set it in the past? What is their implied message? How does it challenge stereotypes, and how does it reinforce them?
I think that Ray-Ban is encouraging homosexual people to "come of the closet" to show themselves to the world and be proud of it in the first ad. I think the manufacturers of the previous ad chose to set it in the past because back in the 40s, homosexual people weren't really known or accepted for. It wasn't a normal thing to be a homosexual back thing and today it seems to be neither.
ReplyDeleteThe 2nd ad portrays two women riding motorcycles. The dominant discourse about women and motorcycles is that they don't go together and a motorcycle is more of a man thing. Men are the only people that should ride a motorcycle as seen in media. Ray-Ban is implying that whatever your hobby is, you should do it, even if it's not a regular thing to do in society and be proud of it. This may trigger many people out in the world to release their inner self and do what they love that society wouldn't regularly see. A man doing ballerina, a woman being a fireman, etc.
I agree with Jamie. I just want to add that Ray-Ban reinforces stereotypes regarding homosexuals. The dominant discourse for lesbians is that they are masculine, hence them riding motorcycles. Also, Ray-Ban showcases successfully men, another stereotype.
ReplyDeleteI think the use of the slogan has two meanings according to the picture. The first one as Jamie stated is to "come out the closet." The other use of the slogan I believe is to not be afraid of wearing glasses. Many kids get picked on as youth, and get called names such as "Four Eyes." Now, in this ad it is portraying that glasses can make you become a successful person. It is to "Never Hide" them.
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