SEX IN Advertising By: Brittany Armitage

AD #1 Elite Luxury Car Rental Service

Women depicted in a sexual manner 1. The product being sold in this ad is Elite; a luxury car rental service. 2. The target audience for this ad is men with driver’s license (over 18) and targeted more to the people in the mid to upper class, because they are the ones who are going to buy luxury car service. The lower class would most likely just use a taxi or regular car rental service. They are no specific race or culture targeted. 3. The underlying message in this ad is that if you use Elite, you will be able to get attractive girls because your using the most elite car service there is, and girls will be attracted to that and also will be able to get to your one night stand faster, using the car service. 4. I disagree with this message because it’s portraying women as sexual objects instead of a human being. These women are being dismembered, so that only their butt, legs and feet are being shown and they are in very revealing lingerie, which I think 5. This type of sexuality being appealed to in this ad is biological because this ad is about having sex. It isn’t about a man coming home to his wife, it’s only a man going to have sex with a women. 6. This ad is a negative portrayal of sexuality because it is using dismembered women in lingerie. Also, the ad isn’t showing a loving couple, it’s showing that guys just want sex and women are there to give it to them.

AD #2 John West Salmon Slices

Men depicted in sexual manner 1. The product being sold is John West Salmon Slices. 2. The target audience for this ad is women, because there is an attractive male in the ad. They most likely chose to target women because traditionally, women did the grocery shopping, which is another false stereotype. This product is also targeted to people who do their own groceries (over 18) There is no cultural, racial or socio-economic targeted. On the other hand, it could also be targeted to men, saying if you eat this salmon you will become attractive and fit like the man in the ad. 3. The underlying message about this ad is either if you buy this salmon, it will attract men to you or if you eat this salmon, you could become attractive and strong like the man in the ad. 4. I disagree with this message because eating salmon is probably the least sexual thing that can be thought of, but according to this ad, these salmon slices come with attractive men. Also, this ad is using a attractive, partially naked male to attract an audience, so they get more sales, and they are making his body a sexual object, instead of referring to him as a human being. 5. This ad is appealing to the biological aspect of human sexuality because there is a shirtless man in the ad and his posture is meant to be seen in a sexual way. In this ad, there is no love or deep relationships, this ad is just about having a/looking at an attractive man. 6. This is a negative portrayal of sexuality because this ad was made to have someone look at it and see an attractive, shirtless male. The man doesn’t have any deep connections with anybody or anything, so the viewers look at the ad and the attraction is merely physical attraction.

AD #3 Calvin Klein Jeans

A couple in a depicted manner Part 1 1. The product being sold by this ad is Calvin Klein white wash jeans. 2. The target audience for this ad is young men and women approximately ages 16-35. There are no specific race, cultural or socio-economical audiences targeted. 3. The underlying message in this ad is that if you buy these jeans from Calvin Klein, you will be able to attract an attractive person from the opposite gender and you will be as sexually satisfied as they are. 4. I disagree with this message because it is using partially naked models to convey their message. The only thing these models are wearing is Calvin Klein jeans, which is what the ads are for. They models don’t look particularly happy to be there; their facial expressions suggest they could be doing better things or are even bored. 5. This ad is appealing to the biological aspect of sexuality because the models are both partially naked and they are wrapped around each other. These two people don’t have a deep connection and they aren’t in love, their relationship is merely sex and that’s it. 6. This is a negative portrayal of sexuality because it is using it’s sending the message that expensive clothes will get you attractive people and they’ll be all over you and will be able to sexually satisfy you. This is a negative ad because the man is holding the women down. This ad is telling the young people that it’s okay to hold a someone down and it’s okay to force yourself onto someone, despite what they want.

A couple in a depicted manner Part 2 1. The woman in this ad is laying down on the beach, with only a pair of jeans on. Her hands are back on the sand and her leg is wrapped around the guys waist. Her eyes are closed and her mouth is slightly open, but not smiling. 2. The man in this is laying on top of the women, in a pair of jeans and his hands are pinning the woman’s down. The man’s eyes are also closed and so is his mouth. 3&4. There is no one in the foreground and no one in the background. 5. The juxtaposition that is created is that if you buy these jeans, there will be an attractive person all over you. 6. Neither the man or woman in placed next to anything that send out specific messages. 7. The male in the ad is the active one. He is on top of her and his hands are restraining her.

A couple in a depicted manner Part 3 8. In this ad, the women in the passive one. She is laying on the beach and is being restrained by the guy, and the woman’s facial expression suggests she is just letting this happen (not rape, but she seems like she is particularly enjoying it) 9. No one in the ad is more eroticized than the other. They are both shirtless (and the women has no bra) and they are both in full length jeans that haven’t been ripped up by the other. 10. The message I receive about this relationship is that they are only together for the sex. They have no deep connection, because there are no facial expressions that suggest there is love or a deep emotional connection between them. 11. In this relationship, the man has the power. He is on top of her and holding her arms down. He also looks like he’s enjoying it slightly more than the woman. The man’s face suggests that he is enjoying it, while the women’s face says that she either doesn’t want to do this or has better thing to do than this. 12. Answered in Part 1, Question 6

AD #4 Tiffany and Co Wedding Rings

Egalitarian couple Part 1 1. This ad is selling Tiffany and Co. Wedding rings. 2. The target audience for this ad is males, because traditionally males are the ones who propose. In this case, they also targeted same sex couples. The age range of this ad is most likely 20-50, which is the time most people get married. There is no socio-economic, cultural and racial audience targeted. 3. The subliminal message of this ad is that if you buy one of these wedding rings, you will be as happy as the people in the ad and your marriage will last forever. 4. I disagree with this message because your marriage and happiness can’t be determined buy purchasing a specific wedding ring. 5. This ad is appealing to the emotional aspect of sexuality because the two men are clearly in love with each other. No one is dominant or submissive, they are both equals, and thy both look very happy. The man on the higher stair is looking at the other man and it is clear that they are in love. 6. This is a positive portrayal of sexuality because both men are very happy to be there; no one is being forced into anything and both men are fully clothes. Their posture suggests they are relaxed, unlike many other ads, and the models in the ads are often partially or fully naked and their posture is very tense and meant to be sexual. This ad is positive because it’s telling the young kids who see this that relationships can make you very happy and not all relationships are based on the biological aspect of sexuality.

Egalitarian couple Part 2 1. In the ad I chose, there are no females in the ad, because I chose a same sex couple. The man in the jacket is going to be referred to as man #1 and the man in the sweater is going to be man #2. In the ad, man #1 is sitting on a stair outside, one stair higher than man #2. He is looking at man #2’s face and smiling. 2. Man #2 is sitting one stair lower than man #1 and is presumably looking out into the street. He is also smiling in a very loving manner. 3&4. In the ad I chose, no one is in the foreground and no one in in the background. Man #1 is sitting one step higher than man #2, but it isn’t a sign of dominance because they are both relaxed and smiling. 5. Juxtaposition is used to convey meaning in this ad by taking the picture of the rings on the right side and putting it with two men, who look extremely content and are very obviously in love. The third meaning is that is you buy these rings, your marriage and successful as the marriage of the two men in the photo.

Egalitarian couple Part 3 6. In my ad, the two men are placed next to each other, with man #2’s hands on man #1’s knee and thigh, This is sending out a message that these two have a close relationship and because man #1 looks very relaxed, we know he is comfortable with an #2 because it was a complete stranger, he wouldn’t be very relaxed. Also, the two men are put in the ad, next to a blurb about being in love and proposing and two rings, so this says that these two men are happily married. 7/8. In this ad, neither of the two men are active. They are both equals (as in no one is dominant and no one is submissive). 9. No one in this ad is more eroticized than another. They are both fully clothes and no one is making any gestures or movements to unclothe the other one and neither of their facial expressions are sexualized. 10. The message I receive about this relationship is that they are both happy to be there. Their relationship was obviously formed out of love, and they aren’t “friends with benefits”. They have a real connection with each other and are very content with each other. 11. In this relationship, no one has any power over the other one because they are both equals. 12. Answered in Part 1, Question 6