A single woman is shown running through the woods in a flashy bikini. As she runs she is joined by hundreds and hundreds of other women also dressed in showy attire. These women all seem to be running as if on a life-threatening mission. Suspenseful music plays in the background and gives off the vibe that whatever they are after is unquestionably important. All of this suspense is built just to reach a dorky guy completely engulfing himself with not just one can but two cans of AXE body spray. Hundreds of women swam across the unforgiving seas just for this? The text “Spray more, get more. The AXE Effect” appears across the screen just as this dorky guy is about to be adored by all these women, or maybe just beat up for being so dumb? (“The AXE Effect”). There has been an outstanding shift in what is acceptable for television. The values of society have transformed over the years and society has become significantly concentrated on sexuality. The increased sexualization of advertisements has become increasingly evident and should be stopped immediately.
Sexual imagery is obviously a more common strategy in advertising and one brand in particular that is ridiculously sexualized is Axe body spray. Their commercials integrate sexual elements such as inadequately clothed women and phrases such as “wash your balls” in a commercial set up as an infomercial where a woman cleans tennis balls with AXE body wash (“Wash your balls”). Why would it be necessary to wash tennis balls with a body wash? Perhaps there is a little more to this commercial, maybe a sexual innuendo? "Some young men actually think Axe body spray will drive women crazy," according to researcher Tom Reichert, professor and head of the department of advertising and pub...
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"BBQ's Best Pair - Carl's Jr. and Hardee's Commerical - Sara Underwood, Emily Ratajkowski". Online Video Clip. Youtube. Youtube, 19 Feb. 2013 Web. 01 Mar. 2014 .
"What Are the Pitfalls of Using Sexual Imagery in Advertising?" Http://www.Millwardbrown.com. N.p., 2008. Web. 8 Mar. 2014. .
Sorrow, April R. "UGA Today." Magazine Trends Study Finds Increase in Advertisements Using Sex. N.p., n.d. Web. 01 Mar. 2014. .
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#Avosecrets by Avocados From Mexico A good commercial relies on being able to entertain and pull a viewer in as much as possible in two minutes or less. Whether it is through tugging on the heartstrings or making the audience laugh. This is exactly what Avocados From Mexico does in their 2017 Super Bowl commercial “#Avosecrets.”
This thought has been held on for far too long. In a consumer-driven society, advertisements invade the minds of every person who owns any piece of technology that can connect to the internet. Killbourne observes that “sex in advertising is pornographic because it dehumanizes and objectifies people, especially women,” (271). Advertising takes the societal ideology of women and stereotypes most kids grow up learning and play on the nerves of everyone trying to evoke a reaction out of potential customers, one that results in them buying products.
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
For those people who never watch this commercial, Kevin Hart is a father whose daughter is going on a date with her boyfriend. Hart gives the keys of the Hyundai Genesis to the boyfriend. The boyfriend is unaware that the father has a GPS tracking device through the car. Kevin Hart uses his Smartwatch to track his daughter. Throughout the date, the boyfriend thinks it is crazy because he sees his girlfriend’s father everywhere he goes. There is one scene that shows Kevin Hart is on a chopper and says “You are messing with
"Volkswagen Beetle 2011 Super Bowl XLV Television Commercial." Online video clip. YouTube. YouTube, 4 Feb. 2011. Web. 31 9 Mar. 2014.
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...
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
“Sex sells” has been used as an excuse to exploit and humiliate women through advertising for years. It is seen everywhere: television, movies, magazines, billboards, literally any place that can have an advertisement put in/on it. One company that specializes in advertisements composed of sexualizing women in order to sell their clothes is American Apparel. For years, they have created degrading ads that make the average believe they need to look like these images in order to feel good about themselves. Advertisements like these have a negative effect on society and especially women but American Apparel has taken things to a whole new level of exploitation.
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.
“Sex sells” is an aphorism closely adhered to by both the film and print advertising industries. For over a century, magazines, newspapers, film, and other advertising mediums have utilized women and sexuality to persuasively market their products to consumers (Reichert, 2003). By representing an assortment of consumer products surrounded by women who exemplify a “desired” body type, marketing specialists quickly discovered the direct correlation between sexuality and consumer buying. So why is using beauty and sexuality as a marketing gimmick so harmful? With women being the primary audience of both general interest and consumer product magazines there is constant exposure to the idealistic body image that advertisers and mass media believe women should adhere to.
Sex in advertising has been around for many years now. Ever since the Maidenform fantasy over twenty years ago. Here is a great example of sex in advertising. It showed women in their Maidenform bras and had different schemes to each one. Maidenform were showing that if they wore this bra and look sexy they could be successful in their jobs and get out of the house. Basically these ads made women feel sexy, and more confident about their bodies. Quit being just a housewife, which many of them were back then. It was now ?The Maidenform Women. You never know where she?ll turn up? (Moog 109). The Maidenform bra ads symbolized the exciting but frustrating longings of the past (Moog 109). Of course this brought some controversy, but when you are dealing with sex appeal in your ads it?s kind of an automatic. That was then, what about now?
Counter-hegemony, cultural appropriation and generalisation can be seen in advertising, by wording and visual representations. The following example harnesses the power of sexual or pornographic elements to sell milk. There, however, is a subtle underlining of religious iconography and reference that has been manipulated as a sexual innuendos, as a means to sell their goods.
The objectification of women is a huge issue in society and is often led by advertising. However, many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive, but rather very funny or sexy. However, how would they feel if it were their daughter or sister being advertised throughout the world as a sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
...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.