Case Study: Visit Philadelphia Targets African-American Travel

The 2015 Hollywood Diversity Report, published by UCLA’s Ralph J. Bunche Center, said that while minorities account for more than half of frequent US moviegoers, the representation of those minorities has dipped since 2013. The report describes that year as a “breakout year” for black films, including 12 Years a Slave and The Butler. In 2015, Straight Outta Compton made over $60m, which was $20m higher than expected. (Hollywood Diversity Report). The report says black audiences are repeatedly undervalued. What the report is proving is that the lack of diversity in the film industry is actually costing Hollywood money. The problem and solution seem almost obvious when looking at these specific examples – do not underestimate minority audiences and how much money they will collectively spend watching movies with diverse

The reason for this is that from the advertisement one could sense an appeal to our sense of identity, self-interest and emotions. It added some amount of excitement and humor. A positive image was created from the video about the Papa John’s Pizza and it really made me feel persuaded to buy the pizza.

First, the subject of the commercial deduced after watching it is one, which cannot be ignored. Almost everyone was affected by the September 11 attack and paid attention to any opportunity that shows respect for the victims. Secondly, the audience only realized that it was an advertisement at the end of the commercial when the company logo is shown. But more influential is the use of rhetorical appeals.

To start with, in the first couple of scenes of the commercial, an animal is following a person around. In the following scene, two people come face to face and they talk about the animal’s name. Then, there is a flashback scene explaining the name of the animal. Towards the end, the commercial advertises its product with an animal in different ways. At the very end, there is a flashback scene of a human and an animal.

Now a day African Americans have a growing culture in our community so they play a big roll in society. This cuases them to be on the media more often. That said they are shown both in good and bad ways. Some ways they are shown is undermining to some people and other ways show them in a brighter light. It could go from showing them in gang violence or showing them in a political aspect.

In most films, African Americans are also shown in a stereotypical manner that promotes notions of moral inferiority. When it comes to the terms of movie characters shown by race African Americans use more vulgar profanity than whites. African Americans are also being physically violent and restrained than whites. The despite history of African Americans in television, there has been improvement in some of the television and movie roles and portrayals. Improvement in media roles still needs to accurately reflect our diverse roles in society.

Black Entertainment Television, which was created to empower black people in a predominantly white media, has strayed away from its roots and marketed its programming to mimic and compete with other stations for ratings. As a television station that once had a variety of journalism programs and shows dedicated to a diversity of music genres within the black culture, it has now centered its model on reality television and limited selection of rap music videos. The Encyclopedia of African American History states the ascendancy of rap music from a black, ghetto art form to a

This advertisement also uses major topics in today’s society to draw people in. In the first section of the commercial, it uses whale extinction and McCarthy trying to save them. Secondly, it uses deforestation and the efforts to save the trees as another environmental draw-in. In the third slot, it focuses on global warming and the melting ice caps. And lastly, the commercial uses the extinction of rhinos (K. 2017.). This establishes Ethos by showing that the company is aware of the problems in the world today. These environmental issues have been a problem for several years, and there are many people that are concerned for them. By using them to pull people in, they are opening their audience to not only people who like the outdoors, but also to people who want to be heroes.

Throughout the commercial, pathos is made evident from the very beginning with the scenes of dark clouds, which then slow music is softly played in the background, with a mix of wind blowing from the scene in the mountains. Next, scenes of nature and cultural landmarks appear one

A Nielsen report found African-Americans favor programming with diverse casts. According to the report, African-Americans watch 37 percent more television than other demographics, and their consumption proclivities are equally influential. Every year for the past half-decade, the average white American has bought a ticket to fewer films than the average black, Hispanic or Asian moviegoer, industry data shows. Though 37 percent of the U.S. population, minorities bought 46 percent of the $1.2 billion in tickets sold in the United States last year.

Media has a detrimental effect on the black society. Blacks have very little, if any control in what the media displays. How many African American Television network companies are there? How many African American Television companies are competing with the big named companies who rack in millions or billions of dollars? It is logical to say whomever controls the media, controls the mind. Television is a common form of media . A lot of things that we watch has been carefully hand-picked and crafted for blacks but not by blacks. There are currently no Black owned television networks. The question is; who is feeding our minds? Television network companies are almost completely dominated by middle aged to elderly Caucasian male. Many may assume that BET is black owned; however as of 2001 BET has been taken over by Viacom . Who owns Viacom? Sumner Redstone, an elderly Caucasian male. BET is the most prominent network in targeting Black households and reaches over 90 Million households. Having no black owned television networks lead to a non-black persons’ perception of black people and black culture. This displays a fabricated experience and idealism of what these networks think black people are or should be. It is equivalent to an individual making a documentary on what it is like being Oprah Winfrey but they are not Oprah. Winfrey. (Viacom Accquires BET, 2015)

Among these life stages, millenials who live in their own home without children (On Their Own) watch the least amount of live television. Millenials who live at home with children (Starting a Family) watch the most live TV, followed by 18-34 year olds who live at someone else’s home (Dependents). As a millennial that now falls under the On Their Own category, these data make sense to me because I watched much more live television when I lived with my parents than I do now. Although they watch the least live television, On Their Own millenials have a much greater percentage of SVOD subscribers than those in the Dependent or Starting a Family categories. It should be interesting to see if On Their Own millenials will eventually transition to live television as they age and start families or if using OTT services in favor of traditional TV will become the

With modern devices, it seems like the younger generations are watching T.V less and less. Instead, they are leaning more towards new technology. In the article "Move Over Cable TV, Kids are more Interested in What's on Small Screen," by Jennifer Van Groove, the author claims that the minority prefers using streaming apps on handheld devices rather than watching shows or movies on television. First, watching shows on streaming apps is more convenient than watching T.V. Before children watch television, they have to find something to watch and that can be time consuming. The younger generations enjoy watching shows on handheld devices because there is more options than on T.V and the choices of things to watch are greater. It seems to children,

Therefore, they would go online to watch the videos and there less number of audiences watching television than they used to. Especially, if they are behind in watching a soap opera, they might catch up in their free time. However, most soap is always online and people can watch when they want instead of waiting a certain time, which isn’t helpful for them.

There’s not a lot to summarize here admittedly, and I think that sort of lends to the beauty of the commercial; the simplicity of the plot, the almost-entirely monotone setting of the entire thing, the fact that the only