The Code of Pathos In today’s society, advertisements have become apart of our daily lives. People are constantly assaulted by ads and commercials that are specifically designed to: induce a specific emotion or desire, target a particular audience, promote a certain lifestyle, and encourage consumerism. One of these advertisements is Giorgio Armani’s Armani Code, cologne for men. the creators of the ad chose specific aspects on order to make the product more appealing. This advertisement relies heavily on the pathos of the viewer; it is intended to induce an emotional response from male viewers so that they’ll buy the product.
Every where a person looks there seems to be some type of advertising based on sex. The illusion of making one feel they want, need, or cant live without something so pleasing makes a person want the product even more. This is a concept that can be explained by the idea of sexology which states, “Sexuality is not a superficial or minor part of being human; it is basic to who we are” (Seidman 4). This idea is one of the public weaknesses that the major corporations can manipulate during advertising leaving a person to wonder why and if the idea of sex really sells. The issue is women are the only ones who seem to be sexual in advertising further creating concerns focused around the idea that sex isn’t the only thing being sold.
In our current society, advertising is approached in different ways when trying to appeal to more of a male or female audience. Companies who use marketing and advertising for the end goal of selling products tend to aim their advertisements to the gender that is most likely to buy the products (Gender Matters). Unilever is a company that sells multiple brands and different types of product; however, two brands that they sell, dove and axe, take opposite approaches when it comes to advertising and this has been seen as a controversial issue with different portrayals of women (Said et al.). Dove has started the campaign that promotes real beauty and the main goal of this campaign is to help women all around the world realize their true beauty
Women tend to be associated with shopping, chores, family, a... ... middle of paper ... ...opic of sex, gender roles, and advertising. Although study after study has found that advertisements can receive the same result whether they feature extremely thin, computer-enhanced models, or models that look like the majority of the American population, it would take a great deal of persuasion to change the images the industry is currently using in their campaigns. As previously stated, the objective of advertisements should be to get a message to the consumer. In order to do that, advertisers must capture the audience’s attention. While this is sometimes done by using sexual appeal as an attention grabber, sex can be portrayed in commercials as a gender stereotype or in a desirable way.
Bordo's whole demeanor for writing this essay was well organized. The exposure and objectification of the male body as opposed to the female body in the media was her overall purpose of writing. She taught her reader that presenting men as sexual object brought major sells to the advertisement industry. These advertisements caught to not only the attention of women but homosexual female and men. Her audience are able to see that challenging men sexuality in advertisement really question how real of a men they are.
Men begin to see women as weak, powerless and submissive, and only present to satisfy the needs or desires of others. Women begin to conform to what these ‘ideal’ images show in order to feel accepted in a sexually glamorized society. This is what these industries exploit: the physical attraction the men feel towards the female model and the desire of women to fulfill a role that is being projected onto them. It is a vicious cycle: what was first a marketing technique to attract the opposite sex eventually becomes an expectation, creating stereotypes, standards and sexist attitudes that do not and should not
The song “Sexy Bitch” by Akon supports the idea that women are seen as sexual objects of men. “Im trying to find the words to describe this girl without being direspectful” shows how being called a “Sexy Bitch” is positively influenced. Although advertisements may be seen as harmless, one ought to recognize that the media has a large impact on a woman’s self esteem. Marketers use flawless models in their advertisements in order to attract women and induce marketing comsumption of their product. As women try to achieve their unrealistic body frame, women turn to extreme dieting, and eating disorders to achieve their goal.
The problem is that if one strays from this ideal, there's the risk of not being accepted by men. Advertisers, by setting ideals, not only sell their products, but in fact reaffirm traditional gender roles in mainstream America. Women portrayed in sexual ads are depicted as objects and commodities, to be consumed by men for visual pleasure and by women for self-definition. Any depiction of a woman in scant clothing ultimately makes her look vulnerable and powerless, especially when placed next to a physically stronger man. Studies show that advertisements will concentrate primarily on a woman's body parts rather than her facial expressions.
There is a vector (“natural lines formed from the composition of the picture”) (Roux, Stellenbosch University) which... ... middle of paper ... ...e of femininity as being associated with female individuals who are associated with the colour pink, enjoy the act of shopping, are fashion conscious, seen as vulnerable and dependent on a man for protection and who are beautiful. This “correct” image of femininity, being portrayed in the advertisement, will manipulate the female market into buying the product which is being advertised, as this image of femininity is the one which all females aspire to due to societal pressures. Gender roles are constructed in the media through the use of semiotic tools. Through the reflection of masculinity and femininity in the two advertisements, advertisers manipulate consumers into buying their product or service, as society places so much emphasis on what is correct and expected of different sexes that the members of these sexes will aspire to the image projected in society.
The advertisers have to work hard in order to persuade buyers to purchase their products over others that they are in competition with. This means that the agents must grab the attention of all likely buyers in order to sell their product. I am a living proof that the ads really work when trying to accomplish that goal, because I bought those products.