Reproductive Biology Associates Opening Sequence On Home Page

Reproductive Biology Associates is a Georgia based IVF treatment center. Their services include infertility treatment, vasectomy reversal, IVF treatment, egg freezing, and an egg donation program that includes a donor database that links those looking for eggs and those looking to donate eggs. This website was selected for this study because of the amount of images they included, the number of services they include, and the fact that they offer both an egg donation program and an egg freezing program.


RBA’s home site’s opening page includes a picture montage of twelve babies. Each baby’s picture is in the shape of a puzzle piece, and each puzzle piece appears one after the other, eventually creating a completed puzzle. This is an extremely quick process, but it gives the viewer a distinct idea about what the purpose of it is. The first puzzle piece is a close up picture of a white blond baby with large blue eyes peering up, the other puzzle pieces appear connected to, and centered around, this puzzle piece. Then as the quickly as the puzzle appeared, it dissolves into an enlarged picture of the white blue eyed baby, which then stays on the screen. This picture sequence is not included in the quantitative analysis for several reasons.

The first reason is that the sequence happens so quickly that the viewer does not have time to analyze or absorb any of the individual pictures besides the first and last picture of the same white baby. Rather, the quick sequence is intended to do several things including demonstrating the diversity of babies produced by the treatment RBA provides. However, when both the picture sequence and the number of white babies represented on the website in comparison to non-white babies, it is clear that RBA’s intension is to give off the clear message that their company values diversity, while still catering to their predominantly white clientele by placing white faces front and center.



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