1. Examine Bayer's "Great Ideas" advertisement (page 347, Meggs). Compare Bayer's association of the female image with excess and corruption with contemporary treatments of women in ads. Do we still see this same association? If so, how has it changed? Is it now seen as a good thing or a bad thing? Use at least two contemporary ads.
In this advertisement, called "Great Ideas," the campaign designer is trying to communicate a message of warning, heeding the public to take care against falling into the trap of unwise lifestyle choices. The collage of objects used to represent this dangerous lifestyle portrays symbols of gambling, alcohol, excessiveness, indulgence, and greed. The figure of the woman is used to embody this wild lifestyle, as she herself becomes an object, just like the dice or fruits or alcohol.
The use of female figures as an object has been a long-standing tradition in advertisement design. In today's society, women are often portrayed in a negative light, used simply for sex appeal in order to sell objects to men. The most obvious culprits are the products that have an high percentage male target audience, specifically cars, food, and alcoholic beverages that are geared toward men. Scantily-clad women are often portrayed as little but another object of desire, subliminally promising men that the purchase of whatever product is being advertised will heighten their potential for achieving the coveted lifestyle that is depicted. The examples are endless, so much so that we have grown accustomed to seeing many of the images of women in advertisements as highly perfected symbols of sexuality and excessive living. Here are some contemporary examples:
Skyy Vodka Ads
Budweiser
Dolce & Gabbana Campaign
Ludacris Album Cover
Car Advertisement
Mens Accessory Line Ad
No comments:
Post a Comment