in advertising

When sexuality is used in advertising, certain values and attitudes towards sex are being 'sold' to consumers along with the products. The overriding question that must be asked when deconstructing any advertisement, is "what underlying message is being sold by this ad?"

What messages do you receive from the following ads?

• Calvin Klein
• Versace, featuring Madonna
• Gasoline Jeanswear
• Escape Perfume
• Budweiser Beer
• Wonderbra
• Others

Historically, the trend in advertising has been to eroticize women more often than men. However, in recent years we have begun to see young men portrayed in a similar manner, though you are still more likely to see women sexualized in advertisements. This becomes very apparent when you look at ads that depict couples together, or in advertising campaigns that use men and women to advertise the same product.

• Why do you think women tend to be sexualized more often than men?
• Why might young men now be sexualized in the same manner?

When looking at couples in ads, note the sex-role messages. Is one person dominant? Who has the power? Sometimes messages are very subtle — a man's hand placed on a woman's shoulder might not be sexual, but it may indicate dominance and control. As you decode these advertisements, consider the following:

• What are the women doing?
• What are the men doing?
• Who is in the foreground?
• Who is in the background?
• How is juxtaposition used to convey meaning?
• Are the women or men placed beside objects that send out specific messages?
• Who is active?
• Who is not?
• How are they dressed (or undressed)?
• Are there any patterns in the images of males and females that emerge from these ads?
• Are there any ads that break these patterns?

Class/Homework