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Sex in Advertising. Nicole Whitmarsh. Couple in a sexualized manner. Deconstruction. This ad is promoting the American Apparel brand. The target audience includes men and women aged approximately 15-35, as that is the typical consumer of the brand.
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Sex in Advertising Nicole Whitmarsh
Deconstruction • This ad is promoting the American Apparel brand. • The target audience includes men and women aged approximately 15-35, as that is the typical consumer of the brand. • The target audience could be of any race, however they are likely from North America or Europe. • The style of the man’s clothes in the ad and the body type of the models reinforces this target.
The ad • The ad features a man and a woman. • Both models have been cropped so that the ad only shows the woman’s legs and the males torso and legs. • The man is more prevalent than the woman. • The man is active and the woman is not.
Message • The underlying message of this ad is that women can be controlled by men, like a puppet. • The way the man is holding the women’s legs open is suggesting that he controls her and he has complete control over their sexual relationship. • This message would be relatively obvious to adults and most of American Apparel’s consumers. • I think this message is extraordinarily sexist and I do not agree with it. It makes people think it is ok for women to be controlled by their partner.
Lets talk about sex • This ad is appealing to emotional/physical sexuality. • It is obvious that the ad is portraying the models in a physical manner. • This is a negative portrayal of sexuality as it contains a male controlling a woman who may or may not have given her consent. • The way the woman’s legs and feet are flexed, while likely just a modeling pose, gives the idea that the woman is uncomfortable and maybe even resisting the man’s acts. • The way the man is controlling the woman suggests that by wearing American Apparel clothing, you will have control of your sex life.
Deconstruction • This ad is for the company Axe for men. • The target audience is men, as that is who the consumer of the product is. • The muted colors of the ad would also appeal to men. • The target group is men of all different backgrounds. • By using a man of middle eastern descent and a woman who is not obviously to the viewer a distinct race, the couple appeals to a diverse range of people. Also the couple is fairly young but not too young to appeal to all ages. • Having the couple ride the subway also makes them appeal to a wide range of people of socio-economic standing.
The ad • The man is kissing the woman and the woman is smiling. • The couple appears to be in love. • The man and woman are given equal space in the ad and are in the same visual perspective. • The couple is also holding hands, linking them to the slogan “Hold on” shown in the ad. • Both are equally sexualized and active.
message • The only obvious message in this ad is that if you wear Axe products you will be in happy, loving relationship where you always want to be with your partner. • I like this message. I think Axe is portraying their models in a positive, egalitarian light. • Also, by conveying that one will want to always be with their partner, it is putting a positive light on monogamy.
Let’s Talk about sex • The emotional and physical form of human sexuality is being appealed to. • This ad makes people desire to be in a loving relationship. • This is a positive portrayal of sexuality as it the people portrayed in the ad seem genuinely happy, which is something that is hard to achieve in an ad with sexual messages.
Deconstruction • The product being sold by this ad is Lola perfume by Marc Jacobs. • The target audience is the consumer of the perfume, so women of all ages and races but likely and America and Europe. • As Marc Jacobs is a designer, his fragrance is quite expensive, so the ad is only targeting the small percent of people who can afford his perfume. • The lack of branding in the ad also suggests that Marc Jacobs is only targeting his previous consumers as they would recognize the style of the ad
Message • The way the product is placed in the ad makes the perfume seem like a sexual object and as desirable as sex. • Women will think that the perfume will directly attract men. • It is obvious that the product is placed in a controversial region on purpose, however the underlying message could be quite unclear. • Needless to say, this ad would get a viewer’s attention. • This is a very interesting way to advertise and I feel that it is likely very effective simply because it is controversial. However, I can understand how it could be offensive to more conservative people. I am impartial.
Lets talk about sex • The aspect of human sexuality being appealed to is the biological aspect. • The way the product is placed and how the model is using it as a prop sexualizes the object and plays on men and women’s biological needs. • This is not a negative or positive portrayal of sexuality as the ad is merely using a fact that there are biological things involved in sex. It is a very blunt way to include sexuality in advertising and for that reason I think it could be perceived in a negative light.
Deconstruction • This is an advertisement for milk and milk products as part of the infamous “got milk?” campaign. • The target audience would include womenaged around 13 and up of American and European cultures and all races. • The ad also targets men of a similar background and age as men will look at the model and likely long to look like him. • The ad targets women of all socio-economic standing as everyone can drink milk and women of all social standing are likely attracted to the image of the model.
Message • The obvious message of this ad is that by consuming milk products, one can achieve a nice body like the man in the ad. • The women seeing this ad will encourage and buy their sexual partners to drink more milk so they can look like the model, and the men will want to look like him. • I agree with this message, milk is good for your health and part of a balanced diet which is what you need to have a strong body.
Let’s talk about sex • Physical sexuality is being appealed to. • The male model is obviously very physically attractive. • The man in the ad is completely naked. This could offend people as it is quite racy and controversial to have a nude man in magazines and in the public for everyone to see. This could give a negative connotation towards the ad. Also, it could be conveyed that a man who looks exactly like this is the only look of sexy. This could raise unrealistic standards that girls could have about the appearance of men and lower the self-esteem of young men.
