Article: http://www.cbsnews.com/8301-505245_162-57549543/mexico-state-uses-tortilla-wrapper-ads-for-missing/
Advertising
today is seen in many places in society-on a car driving by, on billboards
above the city streets, and on television and radio shows, but what about a
tortilla wrapper? In Ciudad Juarez, Mexico the governor had an idea to advertise
on tortilla wrappers which is a popular food in Mexico. But there was a better
reason to advertise on a tortilla wrapper, because it advertises women who have
disappeared in the ongoing violence. This is an extremely important issue because these
women do not have a voice as they are kidnapped, tortured and often killed,
which has been going on for over 30 years. This advertising takes such a simple
item that so common and makes it a crucial form of advertising in order to help
people. I think in advertising today, especially in the United States, it is
important to portray the "perfect" image specifically of a female;
however, it is great to see some progression to helping others without
depicting a desire-able "perfect computerized" image all as seen in
much recent advertising. Overall, this gives a new face to the advertising
world itself.
Personally, I learned about the issue in the
city of Ciudad Juarez last year in my Religion class, and it truly is a devastating
one. The constant fear of being raped, kidnapped or even killed lurks in their
everyday lives. One specific thing that makes these advertisements worthwhile
and truly beneficial is that the people are helping spread awareness about the
violence. Another reason this advertising is effective and useful in Juarez is
because there is no other real form of communication since, "a lot of people don't
have any way to watch TV or read the newspapers, they don't see the news, so this
way they would at least know who to call or what to do in the case of a
disappearance (said a store customer)," thus it suffices a way to
advertise and truly connect with the community. I believe it is a great way to
inform people and to raise awareness about a topic that is so prominent in
Juarez. Depending on the location of the advertisement, there are many
different ways to advertise, for example billboards etc. but this innovative
idea to advertise on such a commonly used product such as tortilla wrappers can
be very helpful in trying to find these women. Advertisements, to me, have so
much power and truly can change the world, thus it would be to society's benefit
to find social issues and help spread awareness and try to solve them.
Picture
#1: http://www.newspapertree.com/system/news_article/image1/2660/juarez.jpg
People of the city remember and make visible the death of these women in order to promote change too.
Picture
#2: http://graphics8.nytimes.com/images/2012/06/24/world/JUAREZ/JUAREZ-articleLarge.jpg
People put posters throughout the town yearning to find their loved ones.
Picture
#3: http://binaryapi.ap.org/342b43d0ce964f65a23fa8dfb34671fd/460x.jpg
An example of the advertisements on the tortilla wrappers.
Picture
#4: http://nobelwomensinitiative.org/2009/12/nobel-peace-laureates-condemn-murders-in-ciudad-juarez-mexico/images/stories/mexico.ciudad.juarez.jpeg
A map of where Juarez in relation to the United States and Mexico.
Video
#1: http://www.youtube.com/watch?v=ebPEc9IGT4Q
The movie trailer to the film I watched in religion class. The movie was called Backyard.
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