Clorets Commercial Analysis The Clorets Commercial applies to sexist, classist, and comedic types of advertising. The target audiences for this commercial is everyone. The commercial takes place in a business building, restaurant, and a street, which suggests that everyone including the upper class, the middle class, and the lower class can use the gum to become attractive. The main character who consumes a high price gum and becomes an upper-class person is portrayed attractive and respected by everyone. He is shown as a powerful man who can control women with his gum and make them do whatever he wants. Women are portrayed as sexual objects, who always try to attract men by posing in different ways. Women are portrayed as …show more content…
The settings of the advertisement, which are a business building, a restaurant, and a street, clearly represent the three different classes of the upper- class, the middle-class and the lower-class. Additionally, women's different types of clothing also represent the different classes. The girl in the business office has worn a well-groomed suit, which suggests that she belongs to the upper-class. Women in the street have worn jeans, which suggests that they belong to the lower-class. The advertainment also sells some messages to the dominant elite with the product. The first message being communicated is that women are products that are meant to be consumed and when a product is bought, women come with the product. The main character in the advertisement has worn a jean and has opened its buttons, which suggests that he is a lower-class person. After he chews the Clorets gum, which is a high-end product, he is considered an upper- class person who attracts all the girls wherever he goes. Women are attracted to him just because of the fresh air created by the gum and before consumption, he could not attract women. Therefore, it is the gum that attracts women, not the guy. The second message of the dominant elite that is communicated to the audience is that women should sell their body to the men. All women in the commercial try different sexy poses in front of the man in the advertisement to attract him. The woman in the
Kilbourne noticed that both men and women are powerfully encouraged to act in many different ways or do many different things. Women are encouraged to do the thing that will make man to buy a product. Men are encouraged to actualize women and be combative and selfish toward women when they buy a product according to advertisements. The author also maintains the “subliminal messages” with the different kind of advertisements provide.
We've all seen and read many advertisements and we usually find them appealing and very persuasive. However the question is, what are they really advertising? Women are usually used for many different advertisements, not only are they used for women's clothing but also for other materials and objects. These are the ads that we look at each and every day. In, “Killing Us Softly” by Jean Kilbourne, she introduces her problem with how women are being used to advertise products. She shows us ads that she has seen where women are being used to advertise a company’s product. While our women are being used, dehumanized, and sexualized in our society, we’re going on with our life like it’s normal.
Advertisers use many tactics to sell their product. They can all be grouped into Aristotle’s Rhetorical Triangle; which include ethos, pathos, and logos. Including a sense of credibility, facts and statistics, and reaching into the buyer’s emotion are all ways advertisers produce a persuasive argument in order to get more business. One of the most popular ways to persuade is using the portrayal of sex to do so. J.J. Boddewyn, a journalist, states “ads that are indecent, sexist, sexy, exhibit violence to woman or treat them as mere objects present a constant and even growing problem in many countries (par. 1).” An advertisement that can be applied here is for Godiva chocolate. This ad contains a model showing the chocolate in her hand, along with the word ‘GODIVA’ written largely, and some smaller words around it. Digging a little deeper, it’s not just any model, but a very attractive one. She is dressed in what looks to be sleepwear, and a cardigan draping off her shoulders. Not only that, her makeup is very dark around the eyes, making them look more sultry and seductive. The Godiva campaign uses sex appeal to sell their chocolate. Pathos can be seen by the provocative woman, which would attract more male buyers. Ethos is portrayed through the text in the ad and who the model is. There is a lack of logos or facts to support the argument.
Together, the two ads target consumers by utilizing the authority that healthcare providers have, attempting to persuade consumers to smoke their brand of cigarettes over other brands. The two ads also target both genders with gender influence by utilizing the female image, appealing to each gender in a different way. Lastly, they place an image of their product somewhere on the ad to implant a visual of the packaging of the product in the consumer’s mind.
Different strategies are used in all advertisements. Every aspect of the advertisement is strategically planned to appeal to the audience. For example, an advertisement that does a great job of using sex appeal to reach its audience is “Carl’s Jr all natural burger”. This ad appeared during the super bowl forty-nine, and it was a big hit. The ad features ,22-year-old model buxom, Charlotte McKinney. Throughout the video it shows her walking through the town and appearing as if she is nude. She gets all the attention from the guys in the town as she saunters past. in one scene there’s a man reaching for a tomato as she walks by, she turns around and gives him a flirty look and it emerges as if he is grasping her gluteus. At the end she appears in a bikini nearly nude “I love going all natural,” she purrs, opening wide to take a bite out of a big, juicy, “all natural” hamburger. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The man is fully clothed in a suit, which represents power and formality. It is extremely suggestive as it looks like he came to this position without the woman’s knowledge or consent since her sunglasses are pushed up for her to see. He is in a dominating position where she has to look up at him and the man’s face isn’t shown in the ad, which shows that he is confident. The ad is suggesting that if you have Sky Vodka, you can look glamourous and wealthy as well. The men are always given more power and a higher status than the women (Appendix A). The second image reveals how femininity is portrayed. In the ad for Dolce and Gabbana’s Monico Lipstick, notice the lightness of the woman’s hand touching her face, the touching of one’s face, especially the finger-to-mouth pose is reminiscent of a child. She is also dressed seductively with a come-hither look on her face that is bold and suggestive (Appendix A).
Amongst all of these advertisements, a natural link is developed between the visual representation and the product/idea being sold. In the first ad, a masculine link of control and success was created between the picture and job, targeted for both elder men and women. For man, their natural state of superiority would increase if he took this job. For the woman, her natural lower class state would move up to that of manís. The perfume ad, on the other hand, is attracting female customers only. The feminine feelings of happiness, peace, beauty and truth are linked through objects from nature, such as the sky and clouds; and these feelings are stereotypically viewed as feminine. The third ad selling a vacation trip is directed mainly toward college students. The presentation of freedom, adventure and relaxation grab studentsí attention, especially for those who really need to get away from school stress. The ad targets all sorts of students, those ìmasculineî ones who are seeking adventure and those
The rhetorical appeals the campaign as a whole makes of its observer is by taking advantage of gender roles in society and emphasizing on certain qualities and common dominant ideologies. The campaign asks its observer to believe that women should be seen as objects to please men, or vice versa, seen as that their only source of value stems from their sexual attraction and men’s attention. The euphoric value that is being offered to the viewer is as simple as in sex sells. Rather than selling perfume, Calvin Klein is selling sex by portraying a woman as a sex object, degraded and stripped from her individuality, as her sense of value is based off of a man depicted in ads sexualizing women submissive to
Men and women bring different perspectives to advertisements. Yet it is up to the audience to develop its meaning. In a commercial about fast food, colognes, shower gel, and beer, women are portrayed as looking “sexy” with not much clothes on and caressing the object. There is always a commercial about milkshakes, waffles, and cereal, where the mom gives the food to her child to consume. The consumption of the food brings positive benefits to a child such as, starting the day right or intelligence. Why it cannot be the father giving the child his breakfast? This is because the mother is always portrayed as a caregiver and cooker. When there is a commercial about cable, phone service, or snacks, it is always seen how the men are sitting down watching a sport on T.V while a woman is taking the food to the men. This demonstrates how women are used for service, according to society. Additionally, in the commercial “I'm Good” produced by the soda brand Pepsi, demonstrates a number of occurrences men accidently injure another man (their friend). The injured man always responded with the phrase “I’m good.” The men who were injured, got injured from painful dangerous events. The commercial states “first diet cola for men”. Basically, it is establishing the point that the commercial’s intention is to target only men. Moreover, the commercial demonstrates the normalize ideas of masculinity. The men that got
One of the main representations of women towards men is that they are sexual objects. This is especially common in all areas of marketing towards young men however some of the most common examples occur in advertising for body care products such as Lynx. A recent advert by Lynx that this representation of women can be seen in is for Lynx Excite. Just like every other product release it came with monstrous amounts of advertising.
Sex sells. Many advertisers and companies attempt to over sexualize their products, some in blunter ways than others. In many of the aggressively sexual ads, advertisers create women as sex objects and nothing else. These campaigns do not show women in their true states, but rather as parts of women or put into positions to symbolize objects. In the Natan jewelry advertisement, the company objectifies a woman by removing her identity and only including the image of her pristine legs. The picture is of a woman sitting in a chair with her legs together, then transitions to her open legs. The woman makes this transition due to the male model presenting an engagement ring. There is an interesting display of power in this image because the man depicted has obvious control over the woman, but the advertisers clearly show that the woman holds the man’s goal (sex). The ad uses this sexual innuendo in order to show the message of power exchange between men and women as, “… it suggests that this particular notion may be less about sex, less about actual human sexual behaviors, than it is about power” (Streeter). By forming the woman as a sexual object, the ad clarifies two myths being that women lack power compared to their counterparts, and that women are open to sexual activities based on material goods.
The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.
The fact that the woman is well-dressed and seemingly high society also adds to the desire of the “everyman” to attain “their very identity” (Kellner, 189) from the influences of this ad. What woman wouldn’t want power, status, perfect features, and men falling at her every move? And, of course, this can all be attained simply by smoking Camel cigarettes. Similarly the men are also being shown “socially desirable and meaningful traits” (Kellner 189). Men are being shown an existence where they could attain everything they so desire, a beautiful and sexy woman, a great job, as evidenced by their classy attire, and a happy lifestyle devoid of care and worry. These are definitely all characteristics that men strive to attain, and the ad is also promoting its product at the same time. There are two interpretations given of men in this ad. The first is that if men find a woman who smokes Camel cigarettes they will have everything they desire. The second is that if men purchase Camel for themselves, they can obtain everything. In either interpretation the existence of Camel is involved but the follow-up action is up to the individual consumer as to whether he chooses to use the cigarettes or not. This particular Camel ad “depicts how something as seemingly innocuous as advertising can depict significant shifts in modes and models of identity” (Kellner 193) and how it can speak to a larger public about the values and goals of life as a larger
Even with the growing effect of the media, gender roles in regards to woman have not gone through a drastic reform. As a result of this lack of reform, the advertisement industry has been allowed to implement these outdated ideas into the minds of the consumer through sexualized and objectifying images of women. The advertisement for the cologne “Abibis” fragrance for men, shows a beautiful woman standing in front of a deep red curtain with soaking wet hair. The woman is in a light pink and ragged bra and an unbuttoned pair of jean shorts. On her right arm there appears to be a dirt stain on her forearm and her right shoulder. Her bra is falling off her left shoulder and is barely managing
First of all, Guess Seductive advertisements target adult females by picturing a flawless, beautiful female. The advertisement shows a black and white picture of a female who is topless, and the only material