ETHNOGRAPHIC ANALYSIS OF MEDIA

GENRE CHOSEN: EMPATHY APPEAL

Ethnography is a qualitative research method which involves a detailed study of a particular cultural
group. A cultural group is defined simply as a collection of individuals who share a core set of beliefs,
patterns of behaviour, and values. In this assignment, 6 ads: 3 in print media and 3 in digital video
format have been analysed on the lines of ethnographic research.

Why do ads sometimes focus on a particular ethnographic group?

It is a useful research tool for marketers who want to get to know their customers and their culture,
and the role certain products and services play in their lives.

PRINT MEDIA

AD 1
Brand: Colgate

Represented Cultural Group: Indian Doctors

Target Audience Cultural Group: Indian Citizens during the pandemic

Common Beliefs of the cultural group: The common belief of doctors can be said to be hope and the
wish to save lives. The ad is particularly alluding to hope in the times of the pandemic that recently
hit the world.

Ad Description:

This ad is of the brand Colgate which is a toothpaste brand. Alluding the product to smiles has been
an old and consistent marketing strategy for the company. The ad shows four doctors, dressed in
uniforms to prevent spread of infection. All the doctors are wearing masks but their eyes and facial
gestures convey that they are smiling.

The ad conveys two messages. The first being its strategy to allude smiles to its product. The second,
more evident message is to promote the wearing of masks by saying that masks cannot stop smiles
from getting through. It is also conveying a message of hope in the sense that we are in this together
and we can get through these tough times smiling.

How does the ad intend to appeal to the cultural group?

The ad uses an empathetic strategy to convey the message to Indian citizens during the pandemic.
The black and white in the photograph is symbolic of the dull and sad life during the pandemic. The
contrast of the brand’s colour: Red is a symbol of hope and ‘smile’ in these trying times. The people
shown in the ad have a melancholic hope which is something the Indian audience could relate to
during the pandemic. Further, the representation of Indian doctors and women doctors in this ad
portrays a sense of unity that is subconsciously registered in the viewer.

What is the impact of the ad to this cultural group?

The ad has a deep impact on the cultural group during the time of the pandemic because it truly hits
the right chords to provoke empathy as well as cultural assimilation. The use of cultural targeting in
this ad is very subtle and yet, plays a big part in making this print advertisement a success. Had the
doctors shown in this ad not been representative of young Indian doctors, the impact would’ve been
different.

Does the impact extend to users outside of the cultural group?

Perhaps, the impact of the ad can be seen outside of the cultural group as well. However, the most
effective impact is seen only on the targeted audience, i.e., Indian citizens.
AD 2

Brand: TVS

Represented Cultural Group: Christian nun of Indian ethnicity

Target Audience Cultural Group: Christians, women, middle-aged youth, mothers

Common Beliefs of the cultural group: The cultural group of Christians has a common God and
many traditions and cultures are common.

Ad Description:

The ad plays with words. The tagline “Mother knows best” is logically interpreted as alluding to the
‘Mother’ or nun in a church. A second interpretation, which the mind may register at first is alluding
the tagline to mothers in the form of parents.

How does the ad intend to appeal to the cultural group?

The ad intends to represent the Christian Mother in a youthful and good light. This representation
appeals empathetically to the cultural group of Christians through their belief systems and through a
feeling of representation. The ad intends to modernise the representation of Christian priests and
women. It is also to some extent representative of the present standards of this cultural group as
Christian priests have a regular life apart from the time they spend at church.
What is the impact of the ad to this cultural group?

The impact of the ad to this cultural group is not necessarily positive in all cases. Some people may
find it offensive and disrespectful to represent a female priest in this manner. On the other hand, the
ad may also have been welcomed by some people of the cultural group as it represents and includes
Christians, which was rarely seen in ads of the time.

Does the impact extend to users outside of the cultural group?

The impact to users outside of the cultural group is mainly due to the second interpretation of the
tagline – “Mother Knows Best” which is alluded to mothers in the form of parents at first glance. This
is an empathetic approach at appealing to an audience. In some cases, to users outside of this
cultural group the ad may come off as mildly humorous.

AD 3

Brand: GAP

Represented Cultural Group: African women

Target Audience Cultural Group: African people, women, youth

Ad Description:

The ad is an emotional introduction to the content that the brand, GAP, wants to get through. It is
part of a campaign where the brand encourages its audience and customers to support a cause
(prevention of AIDS) by choosing to buy this particular line of products which will contribute to the
cause. The woman represented in this ad has an emotional look and instantly attracts users with
empathy. It successfully and immediately conveys the message that it is for the purpose of
supporting a cause.

How does the ad intend to appeal to the cultural group?

The ad represents an African woman. The representation can be felt by African youth, American-
Africans and Americans of African descent. The ad intends to empathise with this cultural group
through representation as well as through a showing a common pain or empathy. The use of the
word “empowered” along with the representation of African women is a very strong message
because these are two minority groups seeking equality for decades.

What is the impact of the ad to this cultural group?

The ad is successful in appealing to the cultural group that it has represented here. One can resonate
with the model as an African woman. The ad gives a sense of empowerment through representation
and conveys a message of seeking more empowerment.

Does the impact extend to users outside of the cultural group?

After African women and African youth, the ad gets through to women in general. This is because it
conveys the message of empowerment for women. It has a stronger impact on these groups than
any other.

AD 4
Brand: Tanishq

Represented Cultural Group: Rajput women

Target Audience Cultural Group: Rajput people, Indians

Ad Description:

The ad represents a famous painting called ‘Radha – Bani Thani’ by Nihal Chand. The ad takes an
empathetic approach in the way of creating a feeling of oneness. It intends to bind Indians through
cultural empathy.

How does the ad intend to appeal to the cultural group?

The ad appeals to Rajput women because they are represented in this ad. The culture of Rajasthan
that is represented helps the people of the culture to resonate with this advertisement.

Does the impact extend to users outside of the cultural group?

The impact of the ad extends to all Indian women because it represents the Indian culture.
DIGITAL VIDEO FORMAT

AD 1

https://www.youtube.com/watch?v=779KwjAYTeQ

Brand: TataSky

Represented Cultural Group: Pahadi children, blind people

Target Audience Cultural Group: Pahadi people, Indians

Ad Description:

The ad is a beautiful and empathetic take in the form of a story. It endorses the brand’s customer
care service and successfully conveys the message that the service is very efficient. There are
multiple minority representations in this ad. The culture is shown of Pahadi people and there is also
the representation of the blind.

How does the ad intend to appeal to the cultural group?

The ad intends to provide a warm sense of belonging to both the cultural groups that are
represented. It intends to convey that the services are open to everybody across the nation and are
not just limited to the metropolitan cities. This is a different take than what ads usually represent.

What is the impact of the ad to this cultural group?

The cultural groups in question feel connected to the ad. They are represented and included in the
normal. They are shown in good and progressive light. It is also a very empathetic representation
and the audience is often left in goosebumps.

Does the impact extend to users outside of the cultural group?

Yes, the impact definitely extends to users outside of the cultural group. People feel a sense of
empathy for the blind and for children which makes them drawn to the ad and therefore, the
company.

AD 2

https://www.youtube.com/watch?v=7zeeVEKaDLM

Brand: Vicks

Represented Cultural Group: Transgender people, adopted children

Target Audience Cultural Group: General Public

Ad Description:

The ad, in essence, urges the audience to understand transgender people and accept them in
society. It emphasizes that they deserve the same basic rights as us.

How does the ad intend to appeal to the cultural group?

The ad successfully and beautifully represents the much-ostracised cultural group of transgender
people. It does this by showing them do normal activities and activities that are rarely alluded to
them, such as adopting a child. It intends to convey the very important message that transgender
people are normal human beings like us. The ad is particularly successful in connecting to Indian
transgender people.

What is the impact of the ad to this cultural group?

The cultural groups in question feel connected to the ad. They are represented and included in the
normal. They are shown in good and progressive light. It is also a very empathetic representation
and the audience is often left in goosebumps.

Does the impact extend to users outside of the cultural group?

Yes, the impact definitely extends to users outside of the cultural group. People feel a sense of
empathy for the transgender people as well as for adopted children.

AD 3

https://www.youtube.com/watch?v=QIc2XVrl_VE

Brand: Magic Bus

Represented Cultural Group: Indian Children living in Slums

Target Audience Cultural Group: General Public

Ad Description:

The ad represents a young child who is carrying logs across the road. The ad starts with a woman in a
car smiling at her and in response, an adult man, possibly the child’s father, beats her. The ad then
evolves to depict that the life of these children can be much different from what it is in the present.
The ad endorses the organisation, Magic Bus, and goes on to show how it can make a difference to
this world.

How does the ad intend to appeal to the cultural group?

The ad successfully and beautifully represents the much-ostracised cultural group of children living
in slums. It represents them and gives them hope of a better life.

What is the impact of the ad to this cultural group?

The cultural groups in question feel connected to the ad. They can see themselves evolving and
having a better life in the future. They can expand their dreams and horizons. It gives them a lot of
hope.

Does the impact extend to users outside of the cultural group?

Yes, the impact definitely extends to users outside of the cultural group. People feel a sense of
empathy for the children and may feel the need to donate to the organisation and support the
cause.