Two ads are analyzed in this section, a Crest ad and a commercial from Children's International.

The Crest-98 ad presents a Zimbabwean community that has been influenced by the 'Crest Education Program.' The images shown are not typical of the actual community. They are happy, because of what Crest has given them: clean teeth. The ad shows only women. The only males in the ad are children, and the white authority figure Crest has sent to teach about teeth. Certainly, this community is not exclusively female. This ad, however, presents Zimbabwe to be a world without males because it is the 'other.' The other is inferior to western culture; if western culture is masculine, 'other' culture must be feminine. (Raheja & Gold, 5). Otherness means inferiority.

Other interesting aspects of this ad include the voice-over and the background music. The voice is that of an African girl, named 'Tina.' The commercial follows her life and educational experiences with Crest. There is a more powerful feeling that one is in a foreign land when the voice they hear has an accent. Tina articulates her words, and speaks clear English. The actual text is also interesting to note. She calls herself a 'dental therapist,' making her occupation sound as if it is more than just a dentist. Tina speaks about how Crest's education program 'inspired' her "to help young people keep their teeth healthy...because we do smile a lot in Zimbabwe." Who is to say that Zimbabweans are concerned with the way their teeth look, in the same way that Americans are concerned with their dental health?

In addition to the voice-over, another interesting aspect of this ad is the music. Once again, the attempt is to make viewers feel as if they are there, in Africa. The music sounds native to that particular culture. In reality it was probably created in a studio using a keyboard or other electronic instruments that can sound as if they come from Africa. Synthesizers give the music an African sound, with drums, flute, and a group of voices, all singing different parts. Without music in the background, or with any other sound, the commercial would not be as effective. In this example, it acts as just one more aspect of the ad that works to take consumers away to a foreign land. It helps to clear the fuzzy picture that showing strictly images might paint of Africa.

In bringing this program to Zimbabwe, Crest is illustrating that this African culture is under-developed. Crest, being the noble company that it is, took it upon them to try to help. From viewing this commercial, one might be led to think that Africans need help, education, and supplies. It would be interesting to see this community now, two years after the program was initiated. How has life changed in the community? Do all of the children now have clean teeth because of the work of Crest? Was this essential in the first place? Did people gain a higher economic status after the education program? And, on the other hand, how much money did Crest make from this ad campaign? Do they still provide for the community in Zimbabwe? It would be interesting to find the results of this campaign, but when Crest was contacted for further research on this topic, it went nowhere. The man at Crest stated that it was really the Health Volunteer Organization (HVO) that was in charge of the campaign. He stated that the Crest company does not have any information, pamphlets or readings on the commercial. In addition, the website for HVO is not working at this time.

Another example of a 'help' ad is for Children's International. This organization pleas for viewers to give money to sponsor a child in a third world country. He eludes that we, as westerners, have money and the power to help children such as those seen in the ads. The man states that families cannot even afford shoes for their children to walk through dirty streets with. By giving just twelve dollars a month to this organization, the viewer will allow the child to be fed, clothed and housed. Twelve dollars a month is not a great deal of money for most westerners to pay, but it would save a child's life. The organization makes it so easy to save lives. In addition, the sponsor will receive background information on the child and monthly updates on his/her progress. Throughout the advertisement, there are close-up shots of children's faces. They look sad, lonely, and needy. The man walking through the South American slum picks children up and hugs them as he discusses sponsorship. Although this particular is placed in a place other than Africa, it can safely be assumed that this could be the case for the continent. The other is not exclusive to any individual third world nation. All people living in 'other' countries are in need of help. Since westerners have money, it is their job to offer this assistance. For almost the entire length of the commercial, a toll-free number is showing across the screen, urging viewers to call. The organization makes it so easy to help.