Fish & Leader Essays Examples

In the article “Dudes Come Cleaning” Caroline Leader writes about the householder cleaner ads that address the women as a traditional target audience for such kind of ads. The ads that were discussed in the article look unconventional, because the women are not the main characters in them. The ads are both informative and emotional, because the gender issue draws attention. The ads offer very clear information about the new products and also cause some degree of controversy, because the male figures are shown as the people who bring chaos into home. However the ads are still addressed to the women as the target audience and the men are excluded. Nowadays the companies try to use the family narratives in the ads, but the women remain to be responsible for keeping the house clean and if a man fails to help, the women will handle all problems thanks to the advertised products
In the article “The Other Car” Stanley Fish analyzes some of Avis’s ads and comes to the conclusion that despite the creativity they do not make the viewers fall in love with the advertised products. The ads are targeted at the car owners that need to rent a car when they are on a business trip or somewhere far from their home. The appeal to sexuality and infidelity is very risky, because it excludes some people from the audience. Conservative viewers and auto enthusiasts may find such ads especially controversial. Nevertheless, Avis’s ads offer much entertainment to the viewers and effectively show that the company offers excellent services to their customers around the USA. In such a way Avis expects that the audience will not be connected to their own cars as much as it used to be in the past and the people’s perception toward mobility and car rental services will significantly change.