The above advertisement is a commercial for an Axe Excite body cologne. The commercial begins with an angel falling from the sky. The commercial continues to show multiple angels falling from the sky, mesmerizing pedestrians as they walk pass. The angels are eventually seen gathering around a young boy—implying that he must be the one who is wearing the new Axe Excite cologne. The angels evidently remove their halos and smashes them onto the ground, while also having a sinister grin on their faces. The commercial ends with a voice over announcing: “New Axe Excite: Even Angels Will Fall.” The intended audience are obviously men—specifically young men. By using young women, the commercial manipulates the male audiences with the idea that if they buy the Axe Excite cologne, angels (in reality: beautiful girls) will chase after them and seek sexual favors regardless of their morals and beliefs. Other than sexualizing women, the commercial falsely conveys the notion of angels. The commercial implies that only young and thin women can …show more content…
Unlike the previous ads that were male and female specific, the following is targeted to both genders. To begin with, though the advertisement only displays two specific genders, the clothing found in Abercrombie & Fitch can easily be worn by anybody: males, females, lesbians, gays, trans, etc. The advertising looks very limiting to those who do not identify as neither female nor male. Secondly, the very fact that the name of the brand is barely shown, proves that this ad is advocating more than “buy our clothes.” Just by examining the ad, I understand that the sole purpose of the girl in the ad is to be an object: a head and hand rest for the actual main attraction: the masculine man. The girl is not promoting clothing, but the idea of being docile to men. In fact, for an ad for a clothing store, the models in the image are scarcely wearing
This is another commercial where we can directly see how the advertisers are overlooking gender stereotypes, by it being ranked number one it proves that when gender stereotypes and gender bias are not incorporated the advertisement becomes effective and
Facts of the Case: In 2008, Samantha Elauf applied for a job at Abercrombie & Fitch, Inc., who as part of their “Look Policy” prohibit the use of caps. Elauf, as part of her religious practice, wore a headscarf to the interview. She was interviewed by assistant manager Heather Cooke, who gave her a score that qualified her to be hired. Cooke, however, was worried that Elauf’s headscarf was against the store’s policy and called her district manager Randall Johnson. She informed Johnson of her belief that Elauf wore her headscarf because of her religion, and Johnson replied that headwear whether it was religious or not violated the “Look Policy” of the store. Elauf with the help of the EEOC sued Abercrombie on the grounds of religious discrimination. The U.S Equal Employment Opportunity Commission (EEOC) is an agency established by the government of the United States that imposes federal laws that make it
The commercial opens with a dry voice trying to sound like a sportscaster while introducing the commercial as a Band of Brands conglomerate, while panning over the Grand Canyon with a Newcastle Brown Ale label suspended in the middle. The commercial pokes fun at itself by talking about how this commercial is the best thing the marketing team can come up with, and that the advertisement
The commercial starts in an ordinary tile bathroom where stands a confident man with a noticeably toned, strong body with nothing but a towel hanging around his hips. This man asks the women watching to look at their man (their husband or boyfriend), then to look back at him, then back to their man, and then back at him again. With this comparison the Old Spice man is making, he creates ethos or credibility for himself by pointing out that the man sitting next to the women watching is not as good looking as him. The Old Spice man also agrees that the woman’s man isn’t him, but that “he could smell like me.” Pathos also comes into play here as this comparison creates feelings of disgust and abhorrence towards their now unattractive man. As the ad continues the setting changes to a lavish boat where the man has in hand “two tickets to that thing you love,” which suggests he is able to provide any women’s wishes. This leads the audience to feel that if their man smelt like the Old Spice man, he would be able to be as attractive, successful, and charming as him. The women watching want their man to be like this man, leading them to buy the body
Chanel’s recent ad includes the models to be practically naked. This definitely becomes an issue in our society, because women are constantly represented as sexualized objects. The model is seen wearing only a rope with little flowers on it wrapped around her body. The Chanel bottle which is the size of her body is in her lap covering the front of her body up. Without the bottle covering her body it might as well have been a pornographic image. Luckily, the Chanel bottle is covering the model up. This image is without a doubt a modern example of the sexualization of women in ads. The Advertising industry is constantly objectifying women in ads. The model has flawless skin, almost as if it was photoshopped (which it was). It’s clear that the model is tall and very skinny.
The advertisement states that a young girls self-esteem dramatically drops at the end pre-adolescence and beginning of puberty. Marsh (2002) found that there is often a decline in global self-concept at the time young girls reach puberty. Later on, this plummet most likely stabilizes and becomes more multifaceted. ‘Always’ teaches us how we can change the way society thinks and avoid this drop in self-esteem by their empowering use of pathos, ethos, and logos. Sexism is at an end, it is time we think
This Lane Bryant commercial, “#ThisBody is Made to Shine” presents five models and actresses who embrace their natural beauty. The ideology would be proving the social media bullies wrong. These women are not fazed by the stereotypes or negative comments they may see or hear every day. They are proving that full figured women are equally beautiful, compared to what we are used to seeing on television, magazines, and billboards. You can tell that their target audience is mainly for the youth. By having Gabourey Sidibe, Danielle Brooks, Ashley Graham, Candice Huffine and Alessandra Garcia in this commercial, Lane Bryant is sending a powerful message that everybody is willing to watch and pay attention to. Two of the ladies are also using slang
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.
The basic strategy of this kind of gender stereotypes is men will ignore the advertisements by paying more attention on woman if the advertiser includes woman’s image, and if they use male photograph in advertisement it will attract more female consumers. Therefore, people will pay more attention on advertisement and then have more possibility to shape positive attitude of that product, or at least, bear that product in mind when they need to consume it (Courtney and Whipple, 1983, p.74). Moreover, it is not only a strategy to attract more consumers, more importantly; it is a method to stand out in a “male-dominated work environment in advertising”, and it challenges the value of patriarchy and “double sex standards” (Fedorenko, 2015, p.476). However, sexy female image are often controversially critique as gender stereotypes of women in advertising. According to Laura Mulvey’s idea of “male gaze”, it points out that female are sexual objects to men to please them in an “erotic spectacle” (1992, cited in Marcellus, 2009). In Sonata’s ad, this woman dresses sexy in order to be a sexual reward, a tool to attract men and accessory of a successful man. This expression of women object to the idea of feminism that has mentioned before, women is independent, and the reason for being sexy and glamour is not to please men and fulfil male’s desire of sex. So, this advertisement provides a negative feeling for women that reinforce the gender stereotypes of women looks sexy in order to satisfy male’s desire of
This advertisement sexually objectifies women because the focal point of the ad is of the model's large breast. Benefit’s mascara ad is treating women as an object of sexual desire with the outrageous amount of cleavage being shown, sex appeal with a gorgeous model, and body gesture of her mouth being slightly open. Not to mention the advertising choice of the 1940’s era font style and black and white photo with the implications of a sex driven marketing ploy and sexist ways of displaying women. With the exception of the mascara bottle shown on the top corner and the lie detector machine, you would not have known this was an ad selling mascara. The message the company conveys could be misleading to consumers with the way the publication does not support the selling of mascara but instead displays very sexist
The Silverman family first founded American Eagle Outfitters in 1977. They operated specialty clothing stores under the name Retail Ventures. In 1980 the Silverman’s encountered financial troubles when the Schottenstein family bought out 50% of the Retail Ventures. In 1991 the Schottenstein family bought the rest of Retail Ventures and opened 153 American Eagle Outfitters. By late 2000 the company had introduced 46 new stores in Canada. American Eagle had approximately $2 million in annual sales in 2003 and now operates over 800 stores in the United States and Canada (http://www.hoovers.com/american-eagle-outfitters/--ID__17231--/free-co-factsheet.xhtml).
To sum up, it is often said that advertising is shaping women gender identity, and some have been argued that the statement is true, because of the higher amount of sexual references of women that advertisement show and the damages that occur on women’s personality and the public negative opinions of those women. As well, the negative effects that those kinds of advertisements cause to young generations and make them feel like they should simulate such things and are proud of what they are doing because famous actors are posting their pictures that way. Others deem this case as a personal freedom and absolutely unrelated to shaping women gender identity. On the contrast, they believe that, those sorts of advertisements are seriously teaching women how to stay healthy and be attractive, so they might have self-satisfaction after all.
...s sexual content and strong appeal to young men seeking attention from attractive women. Axe represents itself as a magical aphrodisiac, but what it is really selling is confidence. These ads are displayed in sports and teen magazines that males would read. Body sprays and deodorants are being aimed at teenage boys to maintain hygiene to promote cleanliness, confidence and a better image. The Axe ad tells teenage boys that using the products will make them irresistible to the opposite sex. The ad is clearly an exaggeration that would never happen in the real world. It is a false fallacy unrealistic through the use of sex and humor to feel the “Axe Effect”. The ads could be less sexual appealing if the ads didn’t advocate the women wanting sex and having an ordinary guy putting deodorant on, going out on a date or after playing sports to hang out with their friends.
In this ad, the main argument is that it is wrong to say things such as; “you throw like a girl” or “you run like a girl.” The main message of this is to bring awareness that the phrase “like a girl” is an insult to girls when they are in a vulnerable age. One of the girls in the commercial says
Women today are being targeted by advertising industry in a discriminating and negative way. These advertisements have made an effect on people of all ages. Respect is a major thing a woman has to have for herself. If a woman does not respect herself and her body, then nobody else will. Today People have not only become accustomed to this type of discrimination. When purchasing products from a company who use women in a scandalous in an advertising simply encourages the company to continue to make degrading advertisements. Woman are being targeted in this modern advertising is making women look at themselves in a different way.