Sex in Advertising Nicole Affleck

1. Sex in AdvertisingNicole Affleck

2. Woman in a sexualized manner This Peta ad features an attractive Caucasian woman lying on a pile of hot peppers, the main message being implied is that if you convert to vegetarianism that you will be more popular with the opposite sex. • There is no product being sold, but a lifestyle choice is being promoted which is vegetarianism • The target audience for this is most likely men and boys looking for a better sex life. (There is no specific age, culture, race or socio-economic level mentioned or hinted to) • The message being sent out is that if you become vegetarian you will score with the ladies • No I do not agree with this message. They are using a primal instinct to encourage men and boys to convert to vegetarianism with the use of sexual imagery. It is highly unlikely that just because you are a vegetarian that you will get more sex • The aspect of human sexuality that is being appealed to is physical • This is a negative way to portray sexuality because they are using a • lifestyle choice and involving it with sex to manipulate people • Codes and Conventions: • The model is in a slightly contorted pose, that actually looks quite silly. • This is supposed to be a seductive pose, but it looks very awkward. This • is the Clowning and Exaggeration Code/Convention • The sexualisation in this ad is very unnecessary and for what is being • Advertised, it makes absolutely no sense. This is the Irrelevant • SexualisationOf Women and GirlsCode/Convention

3. Couple in a sexualized manner This Renovaad features a Caucasian couple being intimate in a bathroom, the main message being implied is that if you buy and use this toilet paper that you will have a better sex life. • The product being sold is toilet paper • The target audience for this is most likely either men, women, or both who may or may not have a partner, and wish to improve their sex life • The message being sent out is that if you use this toilet paper that you will have a better sex life. • No I do not agree with this message. Since the product is simply toilet paper, there will be no effect on their sex life, but that is what is being implied which is very manipulative • The aspect of human sexuality that is being appealed to is exclusively physical • This is a negative depiction of sexuality because • the advertisers convey the message that relationships depend on sex which isn’t true • Couple: • She is pulling down on the man’s underwear with her other hand on his hip • He has his hand over hers, standing looking at her • The man is closer to the foreground • The woman is in the background • Juxtaposition is used in this by implying that if you use this • toilet paper, you will have a better sex life. They showed this by • the couple being intimate with the toilet and toilet paper behind • The couple is in the same area, which is left to the toilet and • toilet paper, this implies one of them used it • Both of them seem to be in motion, so both are active • Both look equally eroticized since they are almost naked • The message I get from this couple is that their relationship probably • depends a lot on sex, and they probably don’t do much else • The man looks to have more power with his dominant stance, as well • as the woman’s stance being very submissive • This is a negative depiction of relationships and sexuality because • the advertisers seem to believe that a relationship depends on sex and that toilet • paper can improve it • Codes and Conventions: • The code/convention being conveyed in this ad is Superiority and Domination. Since the man seems to be very confident and dominant in his pose, as well as being in control of his underwear staying on, the woman is in a reclusive and submissive pose

4. Men in a sexualized manner This Dolce and Gabbana ad features five attractive Caucasian men modeling underwear, the main message being implied is that if you wear these underwear you will look like these men, or that you will be more physically attractive to women. • The product being sold is men’s underwear • The target audience for this is either men who are unconfident with themselves, men who want to look better, or girlfriends wanting their boyfriends to look better (They seem to be meant for men aged 18-26 years of age, modeled exclusively by white men) • The message being sent out is that if you wear these underwear you will be more physically attractive • I do not completely agree with this message. They are trying to make men and their partners believe that these underwear will make them look more physically fit or sexually attractive, but this may give them more confidence • The aspect of human sexuality that is being appealed to is physical since appearances are heavily emphasized in this ad • I believe that if the viewer doesn’t buy them just because • of the models that this is overall a positive representation of • Sexuality because it may just make men feel better about • themselves • Codes and Conventions: • The code/convention being shown in this is how all of them • look so serious, and have almost no expression, especially • since it’s an underwear ad. This is the Clowning and • Exaggeration code/convention.

5. Couple in a non-sexualized manner • This Carlson Mid ad features a Caucasian couple hugging ,the main message being implied is that if you go out drinking you can finally get away from your wife. • The product being sold is Carlton Mid beer • The target audience for this is most likely men who want a day/night off from their wives (no specific age, race, socio economic level suggested) • The message being sent out is that if you go out drinking you can get away from your wife • I do agree with this message in some respect. It is healthy for couples to have a day/ night off from each other and itthe ad is amusing, but a bit insensitive to women • The aspect of human sexuality that is being appealed to is emotional • This is a negative representation of sexuality, as well as positive. Taking a night off in a relationship is fine, but constantly going out and drinking is not • Couple: • She has her hands on his shoulders • He has his hands on her shoulders • They are basically in the same place, but the man’s arm is in front • There is no use of juxtaposition • The couple is in the same area, which is in front of a wall • Both of them seem are standing still • Neither of them are eroticized, they are both wearing modest clothes • The message I get from this couple is that their relationship is • probably really good and they spend lots of time together, but just need • a break from each other once in a while • Both look equally dominant, since they both are in about the same • pose • This is a negative and positive representation of couple’s relationships • because they seem to be very close, but the fact that he goes out drinking • get away from her seems rude • Codes and Conventions: • There isn’t really any codes/ conventions present in this advertisement

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