Ralph Lauren - Perfume Blue Commercial
The value presented in this ad is "woman as sexual objects." In this commercial a woman is present and she is portraying herself as "sexy." Another value found in this video is "innocence as the last frontier." The woman in the commercial is seen as innocent. She is touching herself in a way that men would find attractive, as said by the media.
Guess Dare - Perfume Commercial
The value presented in this commercial is "male domination over women is natural and sexy." In this video three girls notice a man driving a bike and are shocked with how handsome he is. They stop in there tracks as if he controls their mind. They then act flirty and flaunt themselves in his direction hoping to get his attention.
Justin Bieber + Lara Stone - Calvin Klein Spring 2015
The value presented in this video is "male domination over woman is natural and sexy." The girl in this commercial is attracted to Justin Bieber playing the drums and acts in ways that are appealing to the public eye. She is touching Justin Bieber and making herself available to him almost as though he is in control.
The advertisements reinforce many codes of gender. For example, all three show a girl being submissive and using the feminine touch. These woman are seen as attractive and "easy" because of these codes of gender. My opinion on how these codes are reinforced in adverting is that being a woman, I find it kind of offensive that they portray us in a way that we are all in control by men or we enjoy flaunting our bodies.
I find it appropriate as well as inappropriate for advertisers to use the same elements found in pornography in commercial. It is appropriate I feel because in order to sell the product they need to make it appealing and as a viewer watching these videos on certain products, I would consider buying them because they make it seem like with this product a person can have anything. It is inappropriate because like I said, it can be offensive to portray men/woman in a way that they are "easy" or would do anything for a male/female. Everything is based around sexual content. Another point I noticed was in each commercial I watched I noticed that they only used petite girls, therefore they stereotyped that to be sexy you need to be "small" which is not true.
This project is very well written, and you used three great examples. All of the opinions about the videos and the "values" were spot on.
ReplyDeleteI think you have summed up mainstream commercial realism completely when you said, "I would consider buying them because they make it seem like with this product a person can have anything," which is the problem with our world today. Young men grow up exposed to this type of media. Many grow up believing they are entitled to women and their bodies, that they are entitled to power and dominant values, and that women should obey and not question this. In order for these toxic values to change in society, they need to change in our media first.
ReplyDeleteYou had a lot of great points. Awesome job!
its was pretty good
ReplyDelete