Page 8 - booklet Mass Media
P. 8
Proctor & Gamble - The Talk -
https://www.washingtonpost.com/video/business/procter-and-
gamble-the-talk-ad/2017/08/04/52345b76-7940-11e7-8c17-
533c52b2f014_video.html?noredirect=on&utm_term=.bfd6a69495fb
Primary Purpose: Encouraging conversation among African
Americans to discuss with their children
problems they face.
Secondary purpose: Attempt to eliminate bias.
Main Idea: Try to create communication on bias, and
have the viewers respond.
Visual techniques: Switches from person to person and implies
about what they are saying, so viewer has to
surmise themselves.
Sound techniques: Very few words, mostly music. Appeals to a
larger audience.
Graphic techniques: “let’s all talk about the talk, and the need to
have it”.
Values: Social equality.
Bias: By targeting only African Americans, the ad
promotes racial inferiority.
Propaganda: Pushing elements of the Black Lives Matter.
campaign.
Impact on audience: Empathy for others situations.
