cautionary tales
Sometimes public service campaigns and charitable organizations use images of disfigured or disabled people to shock the public into desired behaviors. "If I don't watch out," we are supposed to think, "that could be me!" Or, perhaps the advertisement is supposed to evoke pity, and therefore, giving. In addition to the anti-smoking campaign featured in the photo above, one especially extreme example of such advertising includes a Texas drunk driving campaign featuring before and after photos of a severely burned young woman. Fortunately, many organizations are becoming more conscious of the way such advertising can cause unintended harm; the advertising for The Smile Train, for instance, has shifted from a focus on helpless "disfigured" children to representing the positive changes resulting from the pediatric cleft lip and palate surgery the organization sponsors in the developing world.
Although motives for such campaigns may be altruistic, the way people are represented can cause its own kind of damage. Many former "poster children" from historical fundraising campaigns like Jerry's Kids or the March of Dimes, for instance, believe now that the way they were exploited as children caused not only psychological, but also social damage. Indeed, "most … disabled people have come to find the poster child an oppressive symbol" (Shapiro 13), a point emphasized by sociologists Douglas Biklen, Robert Bogdan, and Burton Blatt. Teaching people to feel pity, fear, or horror in respect to these images, it is argued, creates a social environment where people who are perceived as "different" are excluded and oppressed. As activist and policy-maker Evan Kemp has put it,
These prejudices create stereotypes that offend our self-respect, harm our efforts to live independent lives and segregate us from the mainstream of society.
When we portray human beings as "monsters," we engage in an unthinking act of prejudice, teaching ourselves and each other to distance people who seem unlike ourselves, creating a poisonous atmosphere for those singled out and that endangers our society by failing to recognize the full diversity and ambiguity of humanity.
The depiction of physical difference is complicated when other prejudices come into play; sometimes racism, sexism, xenophobia, and other forms of social fear and hatred are masked by a seemingly kind or helpful attitude. As Harlan Lane points out, "benevolence" can be used a tool of control, preventing people from asserting agency or exercising power over their own lives. Is it possible, then, that the public service and charitable campaigns referenced above support their mission by representing people of color, females, and "foreigners" as versions of a damaged humanity? As monsters, of a sort? How do you see these ads as possibly capitalizing on public feelings about gender, ethnicity, and skin color to operate on unspoken social fears?
Works Cited
Biklen, Douglas, Robert Bogdan, and Burton Blatt. “Label Jars, Not People.” Promise and Performance: Act's Guide to Tv Programming for Children. Ed. Maureen Harmonay. Cambridge, Mass: Ballinger, 1977. 3-10. Print.
Kemp, Evan (Jr.). “Aiding the Disabled: No Pity Please” The New York Times (3 Sept. 1981): x. Web.
Lane, Harlan L. The Mask of Benevolence: Disabling the Deaf Community. New York: Knopf, 1992. Print.
Shapiro, Joseph P. "Tiny Tims, Supercrips, and the End of Pity." No Pity: People with Disabilities Forging a New Civil Rights Movement. New York: Times Books, 1993. 12-40. Print.
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35. FAUSTO LUNA
These writing touches very good points on how public service campaigns and charitable organizations uses images of people that are disfigured and/or disabled, to show the public that could be you if you keep consuming that harmful product. I think that it is necessary to have these type of campaign to make people understand the risk and harm that smoking and drunk driving causes. However I strongly agree that these image teaches people to feel pity,fear and horror towards people that have some or the same characteristic as shown in the images. in other word it shows them that you do not want to become a monster.
11/28/11, 08:14 pm
34. MICHAEL WILLIAMS
I think that ad campaigns are set up to scary people into stop doing wrong things, for example, the ad about quit smoking, even tho I agree that smoking is bad, they ad campaign go as far as smoking people with missing fingers, A man that had throat cancer, who had his voice box remove. they show all the nasty looking feature of whats the outcome to scary people. The society view people with disability as being a monster, everyone suppose to be normal, so to show these ad about monstrous people would scary people into stop doing wrong.
11/28/11, 07:59 pm
33. JOSHUA MARTE
Monstrous Appearance provokes diversion in Monstrous behaviors...
Many may take these ADs the wrong way, but in retrospect, they are depictions of a world consisting of monstrous behaviors and their results. Imagine you take your child in for a regular check up at the doctors office, and suddenly it is found that he is suffering from a illness readily found in those exposed to second hand smoke? how would you feel of the smoking community then? Or suppose after years of smoking you are consequently diagnosed with lung cancer and, with a certainty of death soon to follow, regret settles and hatred towards yourself for engaging in that behavior, what then will you think of that behavior?
These ADs are exposures of the real life result of behaviors that are harmful. the psychological effect, in my opinion, has already settled in long before the ADs existence. Picture yourself purposely igniting your hand on fire! The result will be countless mind bottling thoughts as to why the action was done and then regret will set in result of the life long disfiguring of the body. Many forget that consent is also a big part of these ADs. The people participating in these ADs are fully aware of the symbol they will become. Perhaps the psychological distress arises because of the moment in which the person realizes the desire to have had the same kind of AD created in their time of substance use!
11/28/11, 07:44 pm
32. ANDREW CANNARIATO
These aids portray a “person” as an individual without flaws that is in the norms of society. If the person has some type of illness, or disfigurations, it is shown as wrong. Such as in the above Polio poster, where the little girl with polio is displayed with the words “NOT THIS” next to her, whereas the kids without polio are displayed with the word “THIS” next to them. The poster puts the idea into the public’s mind that if someone, in this case a small child has polio; then they are wrong. This is seen throughout history with gender, religion, etc., if someone is different by the standers of society’s norms then they are feared, which creates the Idea of monstrous or evil. People tend to fear what they do not understand, so during these campaigns, the public service use images of people that are disfigured or ill, because it will stand out more to the public. By doing so they public service is both warning people of their actions, yet alienating those individuals they use. Creating these pre-depressions to anyone that resembles the people in the aids, thus causing a chain reaction in society making them now a token to monstrous. Everything now changes in how these people are treated, talked to, represented and visualized. The aids do present a warning to the general public, but the negative implications way outweigh the benefits. I believe the aids are good, but need a lot of work on representing the people they display in more of a mild manor, one that gets the point across, without causing added harm to the individuals who struggles daily with their disability or illness.
11/28/11, 07:40 pm
31. SERENA SESSING
This article explains how we as people label each other. Whether it be because we want to help or if someone looks different. Thesecampaigns intentionally put drastic pictures up to make people feel sorry for the victims,but by having these pictures it also affects the victims.The article states how the victims are exploited and this may cause psychological and social damage.
11/28/11, 07:39 pm
30. MEGAN GUERRIDO
I'm going to be using the anti smoking campaign above as an example, to answer the questions below: I do believe that public service announcers support the victim's mission by representing different races because not everyone is Caucasian therefore using different ethnicity helps the majority feel relate-able in some way. That's the point of these campaigns, the public is trying to target the majority. Even though the public is showing them as deformed, that is basically the point. Showing the consequences of the product. Most likely the public did there research before advertising which probably showed people of color/foreigners were the majority of smokers therefore portrayed a women of color as the advertiser. In general the ads my be capitalizing on public feelings about gender and ethnicity to operate on unspoken social fears, but if the ads are portraying real life events and real life consequences then I don't see a problem with capitalizing in that case. In the bigger picture its really being helpful rather then harmful to the public who are viewing these ads.
11/28/11, 07:38 pm
29. MANUEL TORRES
The pictures depicted on most campaign ads can seem prejudice because of the fact that they use certain ethnicity, gender, and skin color. Most people have a tendency to look beyond the point, and can consider that the problem is not the cigarette its the kind of people that smokes it.
11/28/11, 07:37 pm
28. MARILYN GUABA
I strongly believe that the charitable campaigns do somewhat support their mission by making us understand that if u keep doing this to yourself then there would be some harmful consequences. To illustrate, the advertisement of the anit-smoking campaign, regardless of these advertisement most people still smoke, but some have stop because they choose to. In addition, the way that these kind of campaign illustrate the damage that could be done,by illustrating the person as something real ugly, not ordinary looking, something i would definitely perceive as a monster, because of the extreme example that they show as an example like the texas drunk driving campaign where it shows the before and after photos of a woman the was severely burned. It does let me know that it could happen to me, but because of the pictures been so extremely exagerated it does looks to me as something that i would perceive as a monster, since it is so ugly looking and not normal.The way i see these ads possibly capitalizing on public feelings about gender is that they mostly believe that it would most likely happen to hispanic women because of how they were brought up, since society would mostly judge on stereotype. like the anit-smoking campaign where they use the example of the hispanic woman without some of her fingers.Furthermore, since i know that society would most likely judge on stereotype then it is easier to blame somebody else for the bad consequences so that people that don't fall in that group wont have to look at their damage they are causing themselves, like smoking.
11/28/11, 07:37 pm
27. LAURA ALCANTARA
Personally, I feel that advertisement like that is cruel and unjust. Also, advertisement of that sort is not of equal opportunity. They use certain people to appeal to the mass. A perfect example of this is in the St. Jude research center collection commercials. In these commercials the use of the children, which seemingly appear helpless and at the brink of life; is suppose to move you in such a way that they get you to donate some money because you feel bad or pity for them, it is more targeted for sympathizing than empathizing.
11/28/11, 07:36 pm
26. NATALIE DIAZ
Seeing the commercials and these adds, I wasn't conscious of the affects it had on people, placing those with health/medical problems in a group that one shouldn't want to be apart of. After taking this course, I do see the harmful effects it has, just because they are different health wise, doesn't make them any less valuable or any less human.
The commercials should inform people on what they want to prevent, such as the vaccine poster above. If you don't get vaccinated, you have a higher risk in having polio, but don't surround or magnify the issue saying if you don't have this vaccine you will receive polio because that isn't correct or fair.
11/28/11, 07:32 pm
25. JESSICA PENA
I THINK THIS IS A GOOD WAY TO GET PEOPLE OUT OF DOING CERTAIN THINGS THAT ARE HARMFUL, BUT AGAIN IT MAKES PEOPLE WITH DISABILITIES LOOK SCARY OR MAKE US SCARED BECAUSE WE DON'T WANT TO BE LOOKED IN THE WAY WE ARE SEEING THESE PEOPLE. MAYBE BY MAKING CARTOON PICTURES ABOUT THE CONSEQUENCES OF SMOKING CIGARETTES FOR EXAMPLE WILL BE BETTER THEN USING A HUMAN FIGURE AS AN EXAMPLE. OR MAYBE JUST GIVING A BRIEF DESCRIPTION ABOUT WHAT WILL HAPPEN TO YOUR BODY WILL MAKE PEOPLE DO AND SEE THINGS IN A DIFFERENT WAY, THE CORRECT WAY.
11/28/11, 07:28 pm
24. ASHLEY RODRIGUEZ
I believe that this can both ways. In one way, displaying people who are disabled or have been rendered disabled due to some disease or other unfortunate event, can cause them to be viewed as something different or 'monstrous' and as such cause them to be viewed in some negative way or only in relation to their disability. However, not all the people who view ads that are, for example, against smoking or urging others to not drink and drive are going to view the victims as any less of a person - certainly not as monsters. Not everyone will have a bias towards these people. It is possible that even the act of pitying them can be a negative thing. But then, some sort of emotion needs to be riled in the viewer for there to be any action, such as people quitting smoking or driving safely. It is far better to make people feel pity than to not feel anything at all, or else there would be no point in trying to change the way people think about such topics. Not all but many people need to see real consequences and need to be shown what can happen if they do or don't do certain things. While it is understandable that some people with disabilities may feel they are being portrayed as a weaker or lesser versions of a human, there are still others who will willingly want to help open the eyes of society, such as Jacqueline Saburido. Such people are not doing themselves or others a disservice. To the contrary, they are not only helping society change its ways for the better but they are also displaying the tremendous amount of courage it takes to step forward and use oneself as an example in order to cause a real change. Their act of being the example shows how strong they are and how they will not let their disability keep them away from others or bog them down. While there will always be many people with biases, there will be just as many if not more people who will not judge and instead make a change in their life that will help not only them but society as a whole.
11/28/11, 07:27 pm
23. JUAN ESTEVEZ
This is a very complicated issue. I believe that raising awareness about certain things that can harm us is a very positive and thoughtful thing to do, but, not when it comes at the expense of others. I think that these agency are in fact advocates of a healthier lifestyle, and i think that the message is a positive one because it expresses concerns for the human race. I believe that they do in fact do a good job with carrying out their mission statement, because in order to catch people's attention the message must be a drastic one and people do react to these ads. I think that as long as these ad agencies have permission from the individuals they are using in their ads then i see no harm in such advertising.
11/28/11, 07:25 pm
22. JOSE PENA
I believe in some ways these campaigns could be damaging psychologically and socially to the person or group of people that allow their image to be use publicly; on the other hand I must admit that I think is necessary to show the truth to the world. There are so many people who live in a small social bubbles, these people need to be shown what the rest of the world lives like and to be either grateful for what they have or careful with the activities that they get involved in (like in the smoking advertising). It may bring the feeling that objectifying these people is wrong but at the same time how else could we support each other if we don't know who needs help and why.
Jose Pena
11/28/11, 07:24 pm
21. TAYSHA RODRIGUEZ
Ads can have a major effect on humans with their ethnicity and gender. i believe by creating ads with a certain gender and ethnicity gives the audience a negative feeling. For example as mention in the reading many would believe "that could be me!"
11/28/11, 04:35 pm
20. TAYCHA DE JESUS
psa's have been around for years, there have been psa's for just about everything, drugs, drunk driving, AIDS, teen age pregnancy etc. they are meant to raise awareness for those that dont know about the dangers. i believe that psa's are nothing but exploitative stereotypical commercials that are more mocked than taken serious. i believe that the psa's or today and yesteryear have done nothing for society, take for instance in the 1988 a psa was created to raise awareness for the AIDS virus with two hispanic people explaining their fears of AIDS but it didnt matter because people still contracted the disease knowing the risk of sharing needles and unprotected sex. some times they are effective but the majority of the time they arent.
11/28/11, 04:24 pm
19. JULIET AMANKWAA
I think ethnicity ,gender and skin color people were not seen as monsters by the charitable campaigns.They wanted the public to know how disable people can be put away from the society or be classified as monster due to their deform nature.They were trying to use benevolence as a tool to prevent people from endangering themselves.
11/28/11, 04:22 pm
18. NATHAN VIRGO
Such posters like the ones in this article are necessary for I don't think of them as "monsters" and I don't think charitable campaigns and organization motives are to exposed such people as monsters. I look at these posters as an example of how to live and/or be thankful I wasn't born with a disability, disease of some sort. I do agree that it does bring fear, and pity, prompting the public to give to the unfortunate but what if they are not view by the public? How would we be conscious of these individual who live a different life from others. Such posters can encourage people to do research and educate themselves on these matters.
11/28/11, 04:21 pm
17. REJOICE NANOR
Anything that is usual to the sight and norms of humanity could be considered a monster. The images of the disable people who are being used for campaign is as a result that they are not normal to human. There are many things that causes one to become disable. First on can have his or her leg cut off as a result of careless driving. The organization might use the disable person to represent careless driving which will serve as a caution to careless drivers. Also, sometime they use it to stop some bad activities from happening. Example, is to stop smoking. People who smoke are monsters to their own health. Because, they will one day get their self killed due to the smoke. Therefore these disable figures help us to identify the harmful situation we might find ourselves in as being monstrous.
11/28/11, 04:16 pm
16. JANNIL VEGA
I strongly believe that these ads only diminish those who are disabled and make them feel this sense of fear that they they're no possibilities, no hope. Therefore they end up feeling vulnerable and useless. Ads like this not only make others feel useless but it also makes them feel like people don't value them for what they are capable of doing for themselves most importantly. I believe that we all as humans need to step outside the idea of criticism and stereotype and step inside the shoes of those who are unable to do many of the things that perhaps another person can. Sometimes there are those who focus on themselves and there opinion and how they feel about people with disabilities and don't realize that we are hurting others. As we are all humans and we all should be equal and most importantly we should all be treated with the same equal amount of respect!
11/28/11, 04:15 pm
15. KAYLA MARTIN
I see the ads is only using African-Americans and Hispanics they are trying use certain race to scare other races. For instance, an African-American has HIV and got it from African so that is telling you that if you go to Africa you will get HIV. All the ads you see in the world you see only different type of race but not Caucasian. The ads is telling you that if you are this color or you go to this country you will possibly have that disease.
11/28/11, 04:13 pm
14. LATRICE PHILLIPUS
The public service and charitable campaigns referenced above can be seen exposing a good cause and exploiting people with disabilities. I think it goes both ways. What they are trying to do is show the horrible effects of not taking care of one's self, but to some, it makes people with disabilities seem abnormal or inhuman as in monsters. What these ads are really doing is scaring the onlookers. As far as capitalizing on public feelings toward about gender, ethnicity, etc., it can be possible. This is something like the AIDS virus. When people hear AIDS, they think Africa therefore, African Americans. With that being said, people of another ethnicity would be afraid to interact with African Americans because that disease was socially correlated with a certain group of people.
11/28/11, 04:08 pm
13. BRENDA MARTINEZ
I feel that the campaigners promoting such pictures are not trying to promote any type of prejudices. i feel they are trying to make a warning of such things to others. for example damaged water, pills side affects, or smoking. in the campaigns it doesn't talk about people as a whole but as people with a defect because of the contamination of some kind. so i feel the campaigns cant be prejudice if they are trying to warn everyone as a whole.
11/28/11, 04:06 pm
12. DANIEL BEDIAKO
I see these humans to be scary creatures. When I see one, it arrests my attention. It makes me ask myself what turned them into such people? For example, if it is drunk driving that caused them into such creatures, it makes me think twice about getting drunk and driving. I believe these humans in pictures or their physical appearance supports the missions of charitable campaigns. It will, for example, put a stop, or reduce drunk driving. These ads may be representing people of color, female, etc. It might put social fear into the public. But as far as it will get the job done, it is fine.
11/28/11, 04:05 pm
11. KEILA ZAMBRANA
Some people might call me cynical but after studying the history of not only our nation but others across the world; I learned that mankind can be extremely radical when trying to spread a notion and they can be devious and indirectly try to brainwash others into grasping their ideas. For instance, we all know Adolf Hitler was a man who began the genocide of the German-Jewish population and is viewed as a "monster". Recently in the United States an AIDS campaign was released showing Adolf having unprotected sex with a woman and the words "AIDS is a Mass Murderer" displayed underneath. These ads use the image of a man we should all be familiar with as means to induce fear. Hitler was feared across the world and was a danger to all and in a very similar way AIDS is feared across the world and is a danger to us all.
11/28/11, 03:41 pm
10. SANDRA GUZMAN
I think that the public service and charitable campaigns mentioned in this article do support their mission by the use of pictures but not as a way of describing them as a "damaged humanity". I think that what they really are trying to show is that out there there are people who need the help from others. But I think that it all depends on the poster. For instance the anti- smoking campaign poster would not have the same effect on people as the Smile train poster. People tend to feel more pity for children rather than adults. I feel that The Smile Train poster really supports their main mission which is to help children who have been born with some type of disfigure rather than the woman who now faces the consequences of her choice of smoking which in my opinion is ends up being her fault. The use of children tend to have a more effective way of getting to the people and also one that shows a victim like the Texas drunk driving. I would have to agree that the people depicted in posters should not be seen as monsters and are not monsters at all. I think that they represent something positive because it shows that even if they are seen as "different" they are part of society and its real. Yes, sometimes it makes people feel uncomfortable but we have to think that it could have been us.
11/28/11, 03:41 pm
9. KAYLA MARTIN
"Cautionary Tales"
I don't think the public service and the charitable campaigns show the people as monsters because the people that are in the ads are human being that does drugs just like any other human-being. I don't think they are monsters I think they are showing the world what can happen if you are drinking or using drugs.
11/28/11, 03:40 pm
8. LAKIA INGRAM
I Believe that some ads use people who have certain features that are not seen as "normal" or certain disable people to get people attention on a ad. I feel that this can cause a negative reaction to people who are seeing the ads to feel like they do not want to end up like them. This can then show people who are disable or have unusually features as sometimes seen as monsters.
11/28/11, 03:40 pm
7. JEFFREY ALBA
No i believe that the people that are being used in advertisements or people that have that illness or disfigurement are not being put into another version of a damaged human. I say that because they fully knew the effect of what would happen to them and also they would want others to not follow into their path. In fact they might feel good when they see their family members not following into his/her footsteps. These ads operate on unspoken social fears because they know it will make people get their attention. Although it may seem cruel what these ads air or put up on billboards, it still brings a message to people who see them. For example if someone is a big smoker and then see an after effect of what may happen to them after they get older and continue to smoke they might stop and try to quit. Same goes for getting shots to prevent diseases/illness.
11/28/11, 03:38 pm
6. JOSEPH CRUZ
the campaigns run by the truth organization, which are suppose to deter people from smoking, show those suffering from the many side effects of smoking whether it is having a surgical operation done to remove damaged organs or someone who because of smoking cannot partake in activities with others. these campaigns show the people alone and at their worst state making them feel like monsters living in seclusion, alienated from the happy people. after all who would want to spend time with someone who has a hole in their throat? the reason why they show these images is because they know that in today's society the thing most people value is physical beauty, and socializing with other pretty people so the organization then uses their greatest love to scare them into doing what they want them to do no matter the effect on those who are hurting and dying.
11/28/11, 03:38 pm
5. DARLENE VANDERHORST
No I don't think its monstrous or affects humanity in any way. I believe that the ads are something positive its something that can actually happen and theirs some people that wish it never happens to them. Some are blessed and don't get the side affects that are caused by smoking and theirs some that just learn the hard way. i believe it can happen to any kind of smoker. i dot see it as something scary or monstrous its just something normal its like a kid with polio needing help from crutches to support herself up. Those are her legs it helps her to walk. just like the guy that lost both of his legs and still managed to race on the marathon. They are not consider as monsters they are just regular people with difficulty. They just have the courage to speak up about it.
11/28/11, 03:37 pm
4. TENNISHA MORRIS
i don't believe that the ads or the people behind them is prejudice in any way. i feel like they are just getting people's attention in different ways and showing them what can or can't happen if they don't do a certain thing, or buy a certain product. Sometimes society do things and don't know whats the serious outcome of it, so when these commercials come on and they see disable people or people losing their fingers because of smoking they are actually learning what happens when you do certain things.
11/28/11, 03:34 pm
3. ANJAHNAY REED
I dont think that the public tries to show them as a monster but they do capitalize on ethnicity more I think they try to show awareness to the disability. They also play on people fears though by showing the images of dis formed people but at the same time showing the outcomes of mindless behavior.
11/28/11, 03:34 pm
2. Barbara Velez-Diaz
The public services and charitable campaigns support their missions to represent both genders, all races and foreigners. Commercials seen on TV shows that all kinds of people go through different medical situations or diseases. In a way it does shows a damaged humanity because of the choices they make when it comes to smoking, alcohol usage, Aids and other sexual transmitted diseases but not when it comes to natural diseases like cancer, Parkinson's disease, etc. They are not viewed as monstrous human beings and they should not be seen like that. I see these ads as a message that we should be aware to what goes on in our bodies, our health and our lives no matter the gender, ethnicity and skin color we are. These ad's are not to scare people in my opinion, but to open our eyes to the things that surround us.
11/28/11, 03:27 pm
1. LAURA TORRES
I believe that most public social campaigns try to focus on the affected population, which are the medical under-served, people of low economic status or minorities. These campaigns and Ads' mission is to promote awareness, but can be classified as prejudice among an specific group of people.
11/28/11, 03:24 pm