https://telfertimeadvertising.files.wordpress.com/2011/07/midriff.jpg
http://historynewsnetwork.org/sites/default/files/154997-ecig_custom-f5195ef495c578ad8c8850130b0d053934b80041-s6-c30.jpg
The first ad that I chose is an advertisement for vodka. It features a tall martini glass with a woman inside of it in a crouched position. She appears to be much smaller in than the actual glass-- the glass acts almost as a cage for the woman. She is dressed in a tight-fitted outfit that puts her chest, torso, and legs on display. The video that we watched featuring Caroline Heldman gave many different points to determine if an ad is sexual objectifying. This image reflects some of those points in that presents the woman as if she is a commodity that can be bought and sold. This advertisement presents the idea that if you buy their product, you will be able to experience this woman in some way. The image also presents the woman as a stand-in for the actual alcohol in the martini glass.
My second ad is an advertisement for an electronic cigarette company. This ad only shows the woman's genital area. Again, taken from In addition, this image suggests that sexual availability is the defining characteristic of this woman. The placement of her hand in her swim suit makes this very apparent. In addition, the brand of the e-cigarette company is displayed on the front part of her swim suit bottoms. This makes that area of the woman the main feature of the ad even though it has absolutely nothing to do with the usage of e-cigarettes. This company appears to be implying that by using their products, consumers will be able to meet women like this.
When I looked at your first picture, I didn't even think about the metaphor of the glass being a type of 'cage' for the woman, so that was a really interesting comparison. I definitely agree that she's being displayed as some sort of a commodity that you can buy or experience if you buy this alcohol, because there is no way that a woman is actually small enough to fit in a martini glass. Your other picture is interesting too, because, like you said, it really makes it seems as though her only real defining quality is her sexual availability and readiness in the ad, even though the product itself has nothing to do with sexuality.
ReplyDelete