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Essay / Research Paper Abstract
This 5 page report discusses the use of ethnic dialects in common television advertising and what it says about advertisers’ attempts to sell a product through the communication of commonality (people just like those in the viewing audience buy a certain product) or certain ideals (the very “best” people prefer this brand over that brand). In addition, as cultural and racial diversity has become more acceptable in American society, it has also become more popular or “chic” to present a product as having the hallmarks of uniqueness or that diversity. No secondary sources.
Page Count:
5 pages (~225 words per page)
File: D0_BWethntv.rtf
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Unformatted sample text from the term paper:
Olsen" told audiences for years in her singsong, pseudo-Scandinavian accent that a certain coffee was "dee reechest kind." Now "Juan Valdez" assures us that true Colombian coffee is the
best. Far from portraying the diversity of modern American society, ethnic dialects are used to persuade listeners of a products authenticity or value. Nonetheless, one must wonder why a
bug-eyed Chihuahua with an exaggerated Mexican accent has become so popular as a "spokes-dog" for Taco Bell. Why Use any Accent? Various ethnic accents are used in
television advertising to convey that a product has a certain degree of upper class or snob appeal. Advertisers use a British accent to imply that a product is impeccable
or of the highest quality. British actor Jonathon Pryce sold Lexus automobiles, the Sarah Duchess of York pitches Weight Watchers, and Robin Leech sells his connection to the "lifestyles
of the rich and famous" with whatever he happens to be selling. In other circumstances, the use of an ethnic dialect is used to imply authenticity, although what
an Irish voice has to do with the value or effectiveness of a deodorant soap "Irish Spring" seems to be rather negligible. With Zatarains red rice and bean mixes, a
distinctly African-American and southern voice promotes a sense of New Orleans good food and good times. It would appear that through the application of a sense of distinctiveness, the
ads seek to persuade through creating an inherent sense of connection between the audience and the product. For example, it seems likely that members of ethnic minority groups find
an ad spokesperson from their own ethnic group to be more trustworthy and that increased trustworthiness led to more positive attitudes toward the brand being advertised. Perhaps the largest
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