I reviewed the mainstream newspaper, The New York Times, and the two ethnic newspapers, America Oggi, and New Jersey Jewish News. America Oggi caters to the Italian population in the United States, and New Jersey Jewish News caters to the Jewish population in the United States. All of the newspapers have unique advertisements that cater to their intended audiences. However, all the newspapers present similar types of advertisements. The three newspapers have a similar corporate advertising layout, despite their apparent differences. The layout of classified advertisements varies between the three newspapers. The type of goods being sold also varies depending on the newspapers intended audience (The New York Times, America, Oggi & New Jersey Jewish News).
The layout of the corporate advertisements in The New York Times is similar to the layout of the corporate advertisements in America Oggi and New Jersey Jewish News, despite the fact that the three newspapers cater to different cultures. The advertisements are presented either on the top or the right side of the newspapers web page. However, the intended audience of The New York Times’ advertisements is different from the other two ethnic newspapers. The New York Times’ advertisements do not cater to a specific ethnic group in the United States, unlike America Oggi and New Jersey Jewish News. The New York Times presents corporate advertisements that represent their intended audience of wealthy well-educated Americans. Examples of corporate advertisements that represents this demographic are the advertisements for the new iPhone 6, and BMW cars (BMW-The Ultimate Driving Machine, 2014 & iPhone 6 Sprint- “The iPhone 6 is the best smartphone available.”-Darrell Etherington, TechCrunch, 2014). These advertisements represent the intended audience of wealthy well-educated Americans because both of these products are expensive and as a result the people that have these products would need to be on the wealthier end of the economic spectrum to afford them. The New York Times breaks the classified section into different sections. The sections presented are: “Real Estate,” “Automobiles,” “Job Market,” “Business Opportunities,” “Camps and Schools,” “Obituaries/Paid Death Notices,” “Personals,” “Small Inns and Lodges” and “Wedding Directory”. The layout of The New York Times’ classified section is similar to the New Jersey Jewish News’ classified section. However, The New York Times classified section is unique in that it has sections that aren’t found in New Jersey Jewish News’ classified section. For example, some of the unique sections in The New York Times’ classified section were the “Autos,” “Wedding Directory” and “Camps and Schools” sections. The New York Times’ classified section is different from the layout of America Oggi’s classified section, because The New York Times divides their classified section into different sections whereas America Oggi does not. Some of the advertisements in the classified section of the New York Times also represent the demographic of wealthier well- educated Americans. For example, in the classified section there is a section called “Vacation Rentals Search.” In the section, there are advertisements for vacation rentals all over the world. It is very expensive for one to afford a vacation rental, while still paying for their home, and as a result the people who buy vacation rentals would need to be on the wealthier end of the economic spectrum. Similar to the New Jersey Jewish News, the advertisements in The New York Times are in English, which is fitting because most wealthy well-educated Americans speak English (The New York Times, New Jersey Jewish News & America Oggi).
New Jersey Jewish News is catered towards Jewish Americans that live in the state of New Jersey. Similar to America Oggi and unlike the New York Times, New Jersey Jewish News doesn’t cater to a specific economic class. The layout of the corporate advertisements in the New Jersey Jewish News is similar to the layout of the corporate advertisements in the New York Times and America Oggi. The corporate advertisements were located either on the top or the right side of the webpage, like the two other newspapers. However, the one difference that was apparent was that the right side of the webpage had very small advertisements. Whereas, with the other two newspapers, the advertisements on the right side of the newspaper’s webpage were larger in size. Many of the corporate advertisements highlighted businesses and organizations that related to Judaism. For example one of the advertisements was for The Martin and Edith Stein Assisted Living Residence, a Jewish assisted living with Glatt (Strictly) Kosher Food (The Martin and Edith Stein Assisted Living Residence at The Oscar and Ella Wilf Campus for Senior Living, 2014). This is similar to how America Oggi has corporate advertisements relating to the Italian-American community. However, New Jersey Jewish News does have some corporate advertisements that are not related to Judaism, similar to The New York Times. For example, one advertisement was titled “Shop Westfield” and was trying to encourage people to shop in Westfield, New Jersey (Shop Westfield, 2014). The newspaper also had corporate advertisements that related to Israel. For example, one advertisement titled “Deluxe residence facing the sea. The perfect lifestyle in Tel Aviv. For details-Yossi Avrahami” was trying to persuade people to buy an apartment in Tel Aviv (Deluxe Residence Facing The Sea. The Perfect Lifestyle in Tel Aviv. For Details-Yossi Avrahami, 2014). This is similar to how America Oggi had advertisements relating to Italy. The New Jersey Jewish News’ classified section was divided into four sections: “Real Estate,” “Job Market,” “For Sale,” and “Professional and Service Directory.” This was similar to the New York Times’ classified section, which was divided into many sections. The type of good and services that were advertised to Jewish people in the classified section, were very similar to the types of goods and services advertised towards well educated wealthy Americans in The New York Times’ classified section. However, in the New Jersey Jewish News’ classified section, unlike the New York Times, there were many of the advertisements related to the Jewish population in some way, similar to how in America Oggi’s classified section the advertisements related to the Italian-American population in some way. For example, one advertisement titled “Part-Time Teacher” tried to find a teacher to fill the position of a part-time teacher at a Conservative Jewish School (Part-Time Teacher, 2014). However, the New Jersey Jewish News did have secular advertisements in the classified section, similar to the ones in the New York Times. The advertisements in the New Jersey Jewish News were not translated into Hebrew, even though it was a Jewish newspaper. This is probably because the newspaper catered to Jewish Americans rather than Jewish Israelis, whose first language would probably be English based on the fact that they live in New Jersey. Whereas the layout of the New Jersey Jewish News’ classified section is similar to the layout of the New York Times’ classified section, but different from the layout of America Oggi’s classified section (New Jersey Jewish News, The New York Times & America Oggi).
America Oggi is a newspaper that caters to the Italian Americans. Unlike the New Jersey Jewish News, America Oggi caters to all Italian Americans not just those that live in a certain state. Similarly to New Jersey Jewish News and unlike The New York Times, America Oggi does not cater to a certain economic class. America Oggi had a similar layout of corporate advertisements to the two other newspapers. However, unlike The New York Times and New Jersey Jewish News, all of the advertisements in America Oggi related to Italian Americans in some way. For example, one advertisement was for Alitalia Airlines, and was trying to encourage people to use their airline to fly to Italy (Visit Alitalia.com For The Lowest Fares To Italy, 2014). America Oggi did advertise for companies that were not related directly to Italy or Italian-Americans, such as Jeep and Chevy. However, in their advertisement they promoted these companies while still relating the advertisement to Italians. For example, one advertisement was for an Italian owned car dealership that sold non-Italian car brands, such as Jeep and Chevy (Manifredi Auto Group, 2014). America Oggi’s classified section had advertisements for the New York Tri-State Area, since the newspaper is published in New Jersey. Unlike The New York Times and New Jersey Jewish News’ classified section, America Oggi’s classified section was not divided into sections based on the type of goods being sold. Instead America Oggi’s classified section consisted of advertisements listed on two pages of the newspaper. America Oggi’s classified section consisted of advertisements that related to the Italian heritage in some way, however some of the advertisements were secularly related. This is similar to how in the New Jersey Jewish News’ classified section most of the advertisements related to Judaism and the Jewish people in some way, whereas some of the advertisements did not. America Oggi’s classified advertisements were trying to sell different types of goods and services from the New York Times and New Jersey Jewish News. America Oggi put a greater emphasis on selling goods related to the restaurant industry than The New York Times and New Jersey Jewish News did. In the classified section there was an incredible amount of advertisements for Italian restaurants. America Oggi also had many advertisements trying to get people to work in Italian restaurants. For example, one classified advertisement was to employ a person to take the manager and hostess positions at an Italian restaurant in Queens (F.T. Hostess + Manager, 2014). Some of America Oggi’s advertisements were in Italian and some in English, unlike The New York Times and New Jersey Jewish News’ advertisements that were only in English (America Oggi, New Jersey Jewish News & The New York Times).
Bibliography
BMW-The Ultimate Driving Machine [Advertisement]. (2014, October). The New York Times. Retrieved from http://www.nytimes.com
Deluxe Residence Facing The Sea. The Perfect Lifestyle in Tel Aviv. For Details-Yossi Avrahami [Advertisement]. (2014, October). New Jersey Jewish News. Retrieved
from http://njjewishnews.com
F.T. Hostess + Manager [Advertisement]. (2014, October). America Oggi. Retrieved from http://www.americaoggi.info/files/pagina%2019_1.pdf
iPhone 6 Sprint- “The iPhone 6 is the best smartphone available.”-Darrell Etherington, TechCrunch [Advertisement]. (2014, October). The New York Times. Retrieved from http://www.nytimes.com
Manifredi Auto Group [Advertisement]. (2014, October). America Oggi. Retrieved from http://www.americaoggi.info
Part-Time Teacher. [Advertisement]. (2014, October). New Jersey Jewish News. Retrieved from http://njjewishnews.com/class.html
Shop Westfield [Advertisement]. (2014, October). New Jersey Jewish News. Retrieved from http://njjewishnews.com
The Martin and Edith Stein Assisted Living Residence at The Oscar and Ella Wilf Campus for Senior Living [Advertisement]. (2014, October). New Jersey Jewish News. Retrieved from http://njjewishnews.com
Visit Alitalia.com For The Lowest Fares To Italy [Advertisement]. (2014, October). America Oggi. Retrieved from http://www.americaoggi.info
1 comment
Good work! Look for more comments soon….