advertising analysis

I cut my cable service last year, after I came to the realization that I was watching less TV than it was worth the amount of money I was paying every month. Thus, I had to find an alternative way to watch TV commercials for this assignment. I found them on http://www.online-video.net. The first one I saw is a commercial for Mercedes-Benz. A young, pretty blond walks up to a counter and makes an order of “French fries, burger and a milkshake.” Behind the counter a slightly overweight, dark haired, not as attractive and likely in her thirties female, responds disdainfully, “This is a library.” The blond glances around herself and then turns back and now whispers her order of French fries, burger and milkshake to respect the fact that one has to lower their voice in a library. Then words “Beauty is nothing without brains” are displayed and a new model of a Mercedes-Benz is shown. This commercial is based on the stereotype that pretty women don’t have brains and if a woman does happen to be more intelligent as to be able to be a librarian, then she is of course asexual and unattractive.
Another commercial I watched was for Victoria Secret’s “What’s Sexy” ad. The models that are used for the ad are all very beautiful, young, very skinny and big breasted (which is a paradox in itself; usually stick thin women don’t naturally have large breasts, if not by undergoing surgery). These girls were simulating sex and furthermore I felt that the ad was hinting toward exhibitionism. The models were shown walking (what looked like exterior) with only undergarments under their coats. Is the message that Victoria Secret is trying to send is, that women have to expose their bodies to unsuspecting strangers to get some type of gratification (sexual, social)? I was confused. Of course, there was fast paced music, the models walking rhythmically to the sound, a lot of steam and calculated lighting, to make the whole clip seem so cool. An unwarned watcher would probably feel that to be sexy and cool you have to have that body and that bra. This commercial is typically using the female body as an object, a much sexualized object that has to be exposed on an unhealthy and pervert way. When bombarded with ads like these it is no wonder that a woman would feel insecure about her body, one cannot help but to compare oneself to these standards of beauty. No wonder the raising numbers of young girls suffering of eating disorders and low self esteem. We are fed the wrong kind of imagery and messages.

The third ad I saw is for “Double A,” a printing paper. The setting of the commercial is the photocopy room of some office. There is a professionally dressed and rather good looking guy finishing up some copying, he puts a stack of the advertised paper on a high shelf when a girl walks in. She’s wearing a mini skirt and is young and pretty. They exchange looks when the guy is walking out. Left by herself the girl realizes that there is no more paper in the printer’s tray and attempts to get a stack of “Double A” by kneeling on the photocopier, when accidentally she pushes the button and it starts copying images of her crouch that is located over the printer. That’s the moment when the guy walks back in, he had realized on his way out that he had forgotten something. He is looking on shocked while the printer is non-stop spitting more copies of the girl's crotch, while she is still staying in the compromising position, her back toward him while still kneeling on the machine. Then a male authoritative voice reminds the viewer, “Double a paper, double quality paper.” In this commercial the woman is depicted as not very bright, not familiar with technologies, promiscuous and with derogatory role in an office setting, while the guy is looking more professional and in control. He is shocked with the girl’s demeanor. This imagery reminded me how victims of rape are often blamed to have asked for it, by flaunting their bodies in sexy outfits. The guy was obviously pleased with the sight the girl giving him, but pretended to be shocked by her actions as if he were a saint and never seen such a thing.

All three of these commercials show the woman objectified, as not in control of her own body. Everything she does is to please and attract the look of a male, thus his approval. If people grow up believing that pleasing someone else is the ultimate approval in life. How can these stereotypes controlled by industries dominated by males be ever erased? Michelle