Phuong Chu
Dr. Yaquinto – Fall 2013
COMM 250
10 December 2013
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Topic Description: In this essay, I want to go in depth with the perspective of advertising on society and economy and how it has influenced from generations to generations. Thousands of different stories advertising tells is that the only way to secure pleasure, popularity and happiness or fulfilment is through buying more; more consumption - regardless of how much we already have. I find this to be quite fascinating. Therefore, I want to take a close-up of what is happening in a specific advertising example of FedEx Ad.
Thesis Statement: Advertising can be unbelievably effective and potent in promoting causes and beneficial products; while at the same time can be negative for forcing ideals upon its audience. Advertising, despite its causes, is beneficial and necessary towards creating a stable and free flowing society and economy.
Author: Phuong Chu

Most of us have come across ads everyday by any means but how many of them will remain in or minds after all; research has shown that “an average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on… Of these, only twelve typically produced a reaction – nine positive and three negative, on the average” (Fowles 55). Fowles also mentioned the fifteen appeals that determine the taste and the appreciation of the viewers. Among these, the ad that I will be presenting appears to have the need of affiliation, the need to feel safe, and the need for autonomy. Furthermore, the ad stands out among others as it carries a style of simplicity – which is important in making the viewers to easily understand the targeted product and its benefits.
The very first impression that I had for this ad came from my own need of affiliation. Even both of the woman and the man in this ad did not dress themselves in any fashionable clothes or engage to any lavish party, yet I still felt a connection of wanting to belong to their world. There are many people out there that have to depart away from their families to serve in the army for the patriotism towards their countries or there are people for some reasons have to live far from their beloveds. These people, I guarantee, will have the same feeling and connection as I do for this ad now. No need for extravagance, the picture successfully delivered the message of shortening the distance even across the continents that nailed it down five-million-dollar compassion.
Has anyone of us ever wondered the caring packages that we ever sent to our beloveds would ever stay the same as they once departed from our hands? The answer is no, on their ways to come to the receivers, mails and packages get crumpled and handled massively without proper care sometimes. But with the picture and the visual message that the ad delivered, voilà – the problem has been solved. No more going through difficult procedures, FedEx now make it such a relief in sending mails/ packages and handling them carefully to the people who are far away from their families and friends but still can receive the full jar of hearts. As we can see in the ad, the woman only needed to stretch her hands and hand over the package to her male friend. Safety and convenience- aren’t they the first and foremost impressions when it comes to delivery services?
But wait, isn’t the woman doing the delivery on her own? Yes, she is independent and did the delivery without any other help. She is now a paragon of autonomous women who stepped up, supported and maintained the connection with her male friend with FedEx by herself. The Asian woman stretched her arms, remained a balance posture and proffered the package with dedication to her Australian male friend. The ad, however, is not only about the independence of the woman towards her life as an individual but also is about the independence of FedEx Company as a corporation. FedEx wants to convey the message of unconventionality as the world's largest express transportation company through the figure of friendship, connection and an independent woman. The question, however, has been raised here: Why a woman? Women, from the ancient time, have been considered inferior comparing the opposite sex and still in the modern society, there have been disputes revolving around the fairness of all companies’ payment when it comes to both sexes. According to the Bureau of Labor Statistics that has been published by The New York Times in the article “Women Earn Less Than Men, Especially at the Top”, women earned a median weekly salary in 2008 that was about 80 percent of the pay for men. FedEx, however, chose the figure of woman with two reasons. First, FedEx comprehends that woman most of the time play the majority of sending care packages to their beloveds. Second of all, with the society’s stereotype of holding judges against the important status of woman, FedEx has successfully launched the sympathy with women’s’ role and gained a consensus from these eager-to-seek-equality women.
Lastly, the one and only trait that made the ad stand out was its own simplicity. Without a word or an explanation, viewers simply can imagine what the targeted product was. Nowadays, public places have been swamped with a stream of posters, ads, and marketing campaigns flooding the rural, suburban, and urban. Human beings are evolving and are in the hunt for fastest and Nano technology. The reason why human beings cannot remember all the ads that they have come across throughout their lives simply because there are too many ads with too much information to really nail in people’s impressions. Marketing, therefore, should pursue the same goal to catch up with the visual envision of future – that is simplicity. There have been quite a lot of disputes that suggest that advertising do more harm than good. On Debatewise.org, they embark that “Many adverts do more than just advertising products. Some try to make people feel inferior” However, on behalf of adverts, I defense that they never want to criticize people as their aim is to understand and provide what the people want and need as adverts reflect what people want. “If the people's perceptions are wrong, then it not the advertisers' job to put them right, but politicians, the media and schools.” Clearly defines where the problem roots at. Many of us would conclude that advertisers don’t have the good of the society in mind when they do their work – they only care about making money. This stereotypic philosophy no longer applies to the modern days; most of nowadays companies are shooting for healthier options (fast food industry, drinks, etc) and avoiding harmful products ads as much as they can. Advertising, therefore, clearly boosts up the flow of economy and brings out new opportunities for small businesses to develop their good new products even in this rigorous market at present.
We as human beings are growing greater expectations for the future as time goes by. But by no means will greater expectation come with bigger confusion in which we can never tell or remember things surrounding us. Therefore, why don’t we simplify it – simplifying life and simplifying its strategies? It’s easier to recall a Big Mac with its own figure than a Big Mac that is blurred by a sexy melting hot lady. Advertising is still and will inspire us in many more years to come. What we know and perceive now can forever change how we act upon the future. If we have a positive attitude and careful consideration when it comes to advertising, then hey I can guarantee you it does now more good than harm to our society and future generations.

Citing Page
Tortajada, I., N. Arauna, and I. J. Martinez “Advertising Stereotypes and Gender Representation in Social Networking Sites.” Comunicar 21.41 (2013): 177-186. Academic Search Complete. Web. 10 Dec 2013.
“Advertising.” Columbia Electronic Encyclopedia, 6th Edition (2013): 1. Academic Search Complete. 10 Dec 2013.
“The Year In Quotes And Cartoons.” Newsweek 153.1 (2008): 80-83. Academic Search Complete. 10 Dec 2013. Fowles, Jib. "Advertising's Fifteen Basic Appeals." Common Culture: Reading and Writing about American Popular Culture. By Michael Petracca and Madeleine Sorapure. Upper Saddle River, NJ: Prentice Hall, 1998. 55. Print. Rampell, Catherine. “Women Earn Less Than Men, Especially at the Top.” The New York Times, 16 Nov. 2009. Web. 1 Feb. 2013. < http://economix.blogs.nytimes.com/2009/11/16/the-gender-pay-gap-persists-especially-for-the-rich > (Debatewise)