Essay on The True Merchandise for Sony ericsson´s Cybershot Phone

912 Words4 Pages
We are constantly being bombarded with media messages about what to buy, what to think, the new trends and latest style. However, these advertisements not only sell us products but they also sell us ideas. These ideas influence how we think about the world, and how we construct decisions. Everyday advertisers will make contemplative decisions on what visuals, texts and sounds best represent a product. Most advertisements are designed to reach a specific audience- defined by age, gender, class, interests and other factors. By deconstructing a media message, it becomes more apparent as to who created the message and who is intended to receive it. Through deconstruction a media message can be exposed; showing the values and biases of the…show more content…
By advertising an ad possessing a barely clothed woman eyes covered with a promiscuous expression, in a men’s magazine, promotes sexual appeal. As signifiers the facial expression, and body position connotes a sexual desire. The advertiser’s use of the image of the “picture perfect” woman tends to stereotype women and be bias towards men. The main focus of this advertisement is a young, white, thin barely clothed woman. Notice the woman’s eyes are not photographed, only her glowing body in a brassiere. This final decision by the marketers to capture an image like this perpetuates gender identity stereotypes. Culture determines gender roles and what is masculine or feminine calling them stereotypes. Stereotypically, women are often expected to be passive and submissive. By featuring only the woman’s features from her nose down, hiding her eyes objectifies women. The eyes are symbolic of vigilance, conscience and intelligence. By hiding these features, the woman is stripped of that trait making her anonymous and powerless. Additionally, the word “Picture Perfect” appearing in all caps across the woman reinforces stereotypes about women’s physical appearance. A woman is socially expected to be small, graceful and glowing. The advertisement shows just this. They promote the idea that a figure like featured is classified as “picture perfect”. By featuring this image,

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