Canadian Club Whisky Ad and Its Appeals to Masculinity
The 2012 Canadian Club Whisky ad uses gender roles attributes in order to persuade possible male consumers into consuming the product by appealing to their sense of masculinity. The goal is to reach men’s pride and lead them to believe that Canadian Club Whisky is capable of “helping” them achieve society’s ideal of a man through images and sentences that remind them of manhood.
Aside from the biggest image at the top of the ad, the first aspect that captures the attention of the readers is the statement in capital letters and bigger font, “Your mom wasn’t your dad’s first”. In a society that still considers discussing sexual relations as openly in the media a tabu, the sentence shocks
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The propagandists use informality to sound more convincing and imply that “your dad” is a role model, creating good impressions of him. As in “he got two numbers in the same night”; meaning that his sagaciousness is a glorified quality, not every man is able to do it; and in “damn right he drank it”, emphasizing the action – almost an obligation as a man – of having sex with more than one woman. The ad tries to persuade readers with the concept that “their dads” correctly follow the ideals of manliness, so in order to be “real men” they should be like “their dads”. Since the father figure drinks Canadian Club, so should the …show more content…
The miniature caravel on his right and the globe on his left are common symbols in such artworks. The what it seems to be a lamp placed above his head represents a crown. The man, who is the center of the picture, is sitting on a chair with armrests where he places his arms as if it was a throne. However, instead of holding a scepter, he holds a glass of Canadian Club Whisky. Since scepters are symbols of power, by meticulously replacing one with a glass of Canadian Club Whisky, the symbol is transferred to the drink. Supporting the idea of power, the woman on his lap looks submissive; she is objectified by appearing to be one an accessory, since he does not interact with her. Her head is directed to the glass of Canadian Club Whisky, reinforcing the idea that the product provides men with women. This image forms a parallel between drinking Canadian Club Whisky and some of the many traits of masculinity, such as power, the ability of being a breadwinner (given the wealth element), assertiveness, avoidance of emotions (given the lack of interaction with the woman), and sexual freedom (given that the woman’s undergarments are
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
Late night driving home, and a strange man is on the side of the road with an axe, but hey, he has Bud Light so why not offer him a ride? In this video ad of Bud Light a couple is lost at night in what seems the middle of nowhere. Seeing a man with an Axe carrying Bud Light Case, the male seeing that he has Bud Light wants to offer him a ride; they pull over and he gets in the car. A glass and bottle of Bud Light appears and the words “Always Worth It” displayed (Viral 0:24). Later, they run in to a mask man with a chain saw and is also carrying Bud Light, and so the male again was to offer him a ride and leads to the commercial ending (Viralstuff 0:28). In this ad, it attracts a white male, and female audience that has low income, and between the ages of 21 and 30, which makes sense because Bud light sell more to Hispanic males that have low income rate, and are between the age of 55-65 (Bud Light Consumer). The commercial will try to persuade you using ethos, logos and pathos. The ad shows that avid Bud Light drinkers will in
Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, “The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media Events,” goes on to list the reasons for their insecurities: historic and cultural shifts such as deindustrialization, declining real value of wages, feminists and sexual minorities. They support their main point by providing a window to the past as beer ads of the 1950s depicted a desirable lifestyle that was appropriate for post war style of living. By following the transitions of beer ads from the 1950s to now, we could follow the accepted lifestyles of the times during which the ad was made.
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
Professors Carrie Packwood and Debra Merskin, authors of the essay “Having It His Way: The Construction of Masculinity in Fast-Food Advertising”, repudiate the stereotypical macho behaviors that are used in several commercials to build a reputation for men while women are used as objects. Media use this stereotype to sell nearly every product; being fast food, beer, and cars on top of the list. Furthermore, Packwood and Merskin claim that advertisement present men, compared to women, as superior individuals with total freedom who see women as prizes. The perfect macho type is a strong resource to sell beer; the Tui beer commercial “Temptations can be dangerous, stay focused” applied this stereotype, where men are on the spotlight and women
Other aspects strengthen the advertisement design's sexual appeal. The foreground woman's strapless swimming suit, highlighted in red, is the most notable example. Her chest prominently resides above horizontal boxes in both th...
Today, signs and symbols are presented in ways that would catch the viewer’s attention, for example, through food and beverage items that people would eventually get attracted to and purchase. For instance, Mr. Sub had launched an advertisement in November 2012 that reminded consumers of Canadian identity. In addition, this advertisement stars a young man dressed in an all red suit and tie at one point holding a Canadian Flag and in other points, he is seen in a Mounties’ uniform, as a lumberjack and also in a hockey jersey. Not only does this advertisement have visual components of Canadian identity, but it also emphasizes on the politeness of the everyday Canadian through mannerisms like holding the door for others and also through saying “thank you” and “sorry”.
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
Thus, we can assume that the audience itself, the members who believe in the content of ads and its sincerity, as well as, people who agree with the portrait of the women that is being created are the only prisoners in this particular situation. “To them, I said, the truth would be literally nothing but the shadows of the images” (Plato 868). On the other hand, according to the Jean Kilbourne, author of “Two Ways a Woman Can Get Hurt” what is not mention to the public is the fact, that many women from the very young age during the process of finding out the truth and being blinded by the “light” are fighting with depression, low self-esteem, eating disorders and sexual harassment. “I contend that all girls growing up in this culture are sexually abused – abused by the pornographic images of female sexuality that surround them from birth, abused by all the violence against woman and girls, and abused by the constant harassment and threat of violence” (Kilbourne
And based on the Axe company’s $6 billion plus in sales in 2015, their marketing plan is working. Despite many females calling the company’s ads sexist, and certain commercials going so far as to be banned from television, men still buy the products. According to Craig L. Engstrom (2012), he believes that men preform their masculinity. By researching college aged males he found, “male residents overwhelmingly display more sexual and aggressive posters.” (p. 406) Posters, and other forms of media are a reflection of what men believe their identity is. The men Engstrom studied and the men that the commercial appeals to are in the same age group, therefore sharing some of the same identities. Engstrom explains that our modern society has a limited understanding of masculinity, and stresses how dangerous this is. (Engstrom, 2012, p.
Kilbourne, Jean. "Deadly Persuasion: 7 Myths Alcohol Advertisers Want You to Believe." Center for Media Literacy. N.p., n.d. Web. Nov. 2013. .
Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the
Attention is first drawn to the two figures in the advert, one man and one boy. The relationship between the two will be investigated later, but it is assumed that this advert, by only featuring two male figures, is targeted at men.
The advertisements for vodka that the Skyy Vodka company comes out with is filled with sexual tenacity, that draws in both men and women who come across their advertisement. Skyy Vodka is a company who consistently produces and evoke very sexual advertisements. The company’s advertisements repeatedly contains a slim, young, and beautiful females who wear provocative clothing, and in many occasions the women in the advertisement usually has a sexual dominance over the male counterpart. The single underlying reason why Skyy Vodka’s advertisements has proven to be very successful is their use of sex by the way they represent their females. The company do not hold back the appeal to sex and they commonly promote the sexual benefits of drinking Skyy Vodka. The use of sex is used everywhere and we have undoubtedly seen it work from ads in magazines and movies to commercials and merchandise, the fact of the matter is that sex is a great and powerful way to market an item or idea. While the advertisement for Skyy Vodka titled “The Antagonist” seen in People magazine’s May 7, 2007 issue adheres to the usual standards of Skyy ads, it has an underlying theme of white, male supremacy and the female threat to that power. Skyy Vodka has become an object that exemplifies sex to young adult males and creates a sense of confidence as the advertisement suggests that consuming their vodka will result into woman being attracted to them.
For many years, beer has accumulated the mainstream idea that beer is typically consumed in the party-type scenes. It has also created a popular thinking that young men that drink beer are manly, wild, girl-loving, partying individuals. Recently, however, it has seemed as though beer companies have begun to stray away from that way of thinking and have begun forming a new ideology. That being, that beer is an alcoholic beverage that can bring people together to have a good time. Guinness has taken this way of thinking and pushed it even further. With this ad, Guinness wants to show that men who drink beer can still be manly, but also sensitive, sympathetic and supportive at the same time. They show these qualities through the actions of the men playing the basketball game.