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The sexualization of women in advertising
The sexualization of women in advertising
The sexualization of women in advertising
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The absence of clothing has become omnipresent in today’s advertising. Some ads focus on the removal of clothing, while others focus on no clothing at all. This idea is ever-present in fragrance advertising, as it forces the viewer to focus on the product over the appearance of one’s clothing. The absence of clothing creates a very specific mood for the ad: sex. The ad is able to portray a meaning that is not even included in the ad just by removing pieces of clothing. Fragrance advertising, such as Gucci Guilty, uses sex as a tool to sell a product without knowing anything about it. The ability to sell a fragrance to viewers with the absence of smell provides a need to sell something else to it’s viewers. As the viewer cannot smell the fragrance from just looking at the ad, the advertisement is selling the idea of what the fragrance will …show more content…
The cologne bottle shows the logo and the name of the fragrance, making sure the viewer knows exactly what to be looking for when shopping. Gucci Guilty is also shown is big letters at the top of the ad. By being at the top the name is going to be one of the prominent focal points of the advertisement. The logo is also shown as being attached to the male model’s necklace, which can show that he is proud to wear this fragrance. The term guilty is often associated with committing a crime or wrongdoing. As the fragrance is called Gucci Guilty, the viewer gains the perspective that this fragrance can be connected to an imaginary guilt. This imaginary guilt is being portrayed by emotions through the male model. The guilt displayed can portray the man as a player, or the bad boy type. Bad boys are so often picked by women in movies and literature for being dark and mysterious. As the ad portrays a very sexualized romance, as the man is so obviously wanted by the woman, but he has all the control in this
The advert is a monolog consisting of a male model who is physically built and toned. This symbolizes a successful man who is keen on taking care of his body. It also signifies a strong man who is appealing to the ladies. The first question he asks is if women want their men to have the sort of body he has. This statement portrays confidence and a high self-esteem. The ad passes on the message that men who use this fragrance need to be confident in how their look.
Advertisers use whatever they can to attract the reader. From a sexual appealing look to a word. One of the most helpful approaches is sex of course which can capture anyone's attention. The ad for Opium perfume depicts a young brunet that has nicely shaped body and wears nothing but golden slippers, necklace and bracelet. Model is laying down seeming like she is enjoying herself and maybe experiencing orgasm. Again in Dolce & Gabbana ad, we see man and woman having passionate foreplay; with one hand he is pulling her bra strap down while with other touching her breast and she is taking her panties off. In this ad, the naked female body and idea of sex is used to get the image of their product into the reader's memory. "Newsweek wrote: The strategy is that, while the consumer studies the picture, the designer's name melts into the brain. And a big part of the message that was melting in was sexual." (Streitmatter, pp. 123) Anyhow, both ads use sexual attention to grab reader's attention. This is exactly what Calvin Klein had intended he wanted to "make sure, first and foremost, that anyone who was thumbing through the pages of a magazine would stop and look at the ads.
One of Dior fragrance advertisement which called “Dior Addict Fragrance” caught my eye since it was an odd commercial. It was made into a micro-film which took three minutes to finish watching the advertisement. It started off with a sunrise near a beach with the full-screen text saying “Dior Presents,” then it turned into some beautiful scenery with the crystal blue sky, colorful houses along the harbor where some big ships mooring in front. Since it could take a long time to explain the entire advertisement, long story short, the only girl Daphne Groeneveld, who used this Dior Addict perfume in a France small town was enjoying herself at the beach where there was no one to share with, changing her clothes behind a screen, doing sexy poses,
The ad uses the people in the foreground as models for their clothes. The two men and one woman are perfectly groomed and stately. This causes the reader to believe that by wearing their clothes they can become like them. The background establishes a cosmopolitan feel. The mountains feel as if they are the Italian Alps which contrasts with the all American clothing the models are wearing. This contrast makes the ad appeal to everyone who wants an upper echelon or 1% feel in their lives. Who wouldn’t want to vacation in the Alps? The colors of their clothes are red, white, and blue symbolizing the American dream. Reinforcing this is the American flag on the back of the woman’s sweater. The words “Polo” followed by “Ralph Lauren” establish credibility through the fact the ad does not need to explain itself. You are expected to know Ralph Lauren as you are expected to know how to eat or sleep. The ad itself does a fine job highlighting the lifestyle associated with Ralph
Another magazine ad was selling perfume, displaying a picture of the sky above, clear and blue and perfect, white clouds. This pastoral picture encompasses the entire ad, showing nothing else except for a few words at the bottom. Not even the name of the perfume was printed in the picture. The company of the perfume is distributing a scent which will make consumers feel natural, original, and heavenly; and right beside it, the picture is distributing happiness, openness, truth, peacefulness, and independence as side gifts to anyone who buys the perfume (Glamour).
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
The main appeal in the Juicy Couture ad is pathos, which is driven by emotion and plays on the audience...
Thus, through denoting the signifiers present in the advertisement, the perfume is clearly indicated as the core product. According to the second order of signification, these signifiers in the advertisement convey implicit messages. One of the most obvious messages is the objectification of females. In the advertisement, the perfume bottle is placed in her private part. The flower at the top is a yonic symbol and is often used to represent the female reproductive organ. In some cases, it is also used to represent virginity as the term “deflowering” has an implicit reference to taking a woman’s virginity. Thus, the advertisement delivers a message that virginity is precious, which objectifies women as it magnifies a specific characteristic of the female anatomy, and adds an abstract value to it. Hence, a female audience will have an emotional connection to the product thinking they should value their virginity more. On the other hand, a male audience will objectify women and associate virginity with a pleasantly scented flower which is problematic in its own right. Furthermore, another connotation present in the advertisement is stereotyping the female gender. The model is a very petite and thin framed girl
To sum up, the literature review has reported and evaluated the content of the effectiveness of sexual appeals in advertisements. Regarding the present advertisements, marketers should consider clearly whether congruency between product and model have match up while making decisions of sexual appeals in advertisements, in addition, the degree of the nudity should be appropriate in order to gather the brand recall from the audience.
...With the Scent to Bed advertisement, French Connection is able to do just that. From this, it is easy to conclude that sex sells and has the most influential effect in teen generations. Additionally, the use of the color white for the text accentuates the advertisement’s naughty image. The models themselves are dressed in a more revealing way, and look a specific way to draw in the young readers. Even the way the models are positioned in relaxed positioned in the photograph reveals hidden and subtle meaning to the advertisement leaving the interpretation of the ad for the reader. In that sense, the allure of sex and of an attractive member of the opposite sex allows the Scent to Bed advertisement to capture the interest of the reader and motivate them to run to the mall, buy a bottle of FCUK Him or FCUK her, and ultimately go home and get “scent” or sent to bed.
Fans of heavier colognes claim that this fragrance has a weak presence, but Gucci Guilty is quite lovely in its own subtle way. Anyone interested in a laid-back perfume that projects a docile personality would do well to give a shot to this Gucci product.
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
Fragrance is a big industry which purpose has evolved through out many decades. According to Los Angeles Times, in the United States it is a $3.7- billion industry where women are the biggest consumer. Studies have shown that in average people apply 12 different aroma products a day. Today the scent is made to last for a very long time and it’s made with chemicals that create this pleasant aroma. Back in the history the main purpose of fragrance was to attract one person to another. However, now with many satisfying scents available to consumer, we can create out perfect aroma. Such fragrances can be found in your home, skin care products, perfumes, and colons. Every person has different sense of scent; someone has specific scents that remind him or her of childhood. Other people like freshly baked cookies, flowers, or scent of pinewood. In the early 20th century aroma products were designed toward youthfulness and physical appearance through out fragrances. Then, to a more mature and sophisticated women, which lead to a provocative pinups decade. In our society, fragrances became more accepted by the middle class and increased popularity in American bathroom.
It’s no secret that fragrance matters to us. It is a huge part of how we experience the products we use and the world at large. For this reason, it’s a deal breaker when it comes to our beauty and personal care products, especially if it’s a product that you leave on the hair and skin or a fragrance that lingers. Many of us have given up products that worked well because we could not stand the smell or because our significant other complained. The fact that fragrance affects not just us but those around us is something we often tend to overlook. Fashion icon Sarah Jessica Parker of Sex and the City once said this about fragrance "It 's immediately communicating more than your clothes, which we think tell our story, right? But clothes don 't invade anybody else 's space.” That’s so true. You can look away if a coworker is wearing something you don’t like, but you can’t hold your breath all day, now can you? Fragrance can even linger in a space long after the wearer has gone or linger on your close, long after you hugged your best friend. Fragrance has such a
Beauty product can be defined as cosmetics; materials and devices made and sold for the purpose of enhancing the physical attractiveness of users or in other words, as any product, especially a cream or lotion, intended to improve a person's appearance . We live in society where people nowadays are very obsessed with beauty and spending so much money on beauty products. Since we were children, the society taught us that beauty is happiness, wellness and everything. This creates a mindset that only attractive physical appearance is beauty, even though ‘beauty’ is a very subjective word where it can apply to many things. It is a rare sight these days to