Sex has been used to sell cars, fragrances, and even hamburgers, but cashews? Not quite the common association to make, to which the 2008 Planters Super Bowl ad exactly did. A fashionably “outrageous,” redheaded woman is shown with a unibrow, mole, gaudy makeup, casually making her way through town. “Can't Take My Eyes off You” plays as men are placing themselves in accidental danger for they cannot take their eyes off her. She is completely irresistible to men despite her ungroomed appearance. When she makes her way back to her place, her big secret is revealed: she dabs a Planters cashew on her wrist, neck, and cleavage which are all seductive areas. This ad is the flip side of your classic fragrance commercial let alone what is not to be …show more content…
The first thing shown are a woman’s legs in pink plasticy boots stepping foot in an elevator. After that we see the woman’s face standing next to a man, but the first thing noticed is a unibrow and mole. The man looks at her flirtatiously and she smiles back. As she does so, her rotten teeth are exposed guiding our eyes to her red lipstick and light blue eyeshadow as she blinks her eyes( 0:03 ). She is shown marching confidently through the city, like she knows she is beautiful and smart. At ( 0:38 ) She is back at her place applying her makeup and the camera gives us close ups of her unique appearances (teeth, eyebrow, and eyes). The advertising industry is filled with subliminal messages, often seeding a common taste for superficial possessions. There is a standard of beauty projected through ads. Women with flawless skin, shiny hair, groomed eyebrows, and a flat tummy are physical qualities our culture accepts to be beautiful. These are the women ads want to sell their product. Conversely, Planters humorously defies this tradition. They are covertly saying “look at this hideous woman. You see her right?” and so we cannot help but to laugh, because of her very cartoonish appearance. But, the next thing Planters shows us is the massive attention and effect she has on men by just herself existing alone. This leads us to wonder why men are falling head over heels for
Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I s...
We all know someone who only watches the Super Bowl every year just for the commercials. It is fact that over that the 2015 Super Bowl brought in an average of 114.4 million viewers (NBC) and many of those people say that the Super Bowl commercials are the best and funniest commercials that you will see all year. Well this is mostly to be true. In 2015, businesses paid an average of $4.5 billion for just a thirty second commercial (Lutz). Businesses will do anything to gain more customers and T Mobile was one of these businesses. During the 2015 Super Bowl, T Mobile released a commercial that lead you to believe that it was a public service announcement with the intent to sympathize viewers into investing in their services. T Mobile uses many
This is a stereotype, which has been engraved into heads of men, women, and children. By plastering the world with models who seem to have it the genetic jackpot, Dove set out to discredit this cultural cast created by our society. Body image, to some people, is the first part of a person they notice. A study conducted by Janowsky and Pruis compared body image between younger and older women. They found that although older women “may not feel the same societal pressure as younger women to be thin and beautiful…some feel that they need to make themselves look as young as possible” (225). Since women are being faced with pressure to conform in ways that seem almost impossible, Jeffers came to the conclusion “they should create advertising that challenges conventional stereotypes of beauty” (34) after conducting various interviews with feminist scholars. The stance of Figure 1’s model screams confident. She is a voluptuous, curvy and beautiful women standing nearly butt-naked in an ad, plastered on billboards across the globe. Ultimately, she is telling women and girls everywhere that if I can be confident in my body, so can you. Jessica Hopper reveals, “some feel that the ads still rely too heavily on using sex to sell” (1). However, I feel as if these are just criticisms from others who are bitter. With the model’s hands placed assertively placed on her hips, her smile lights up the whole ad. She completely breaks the stereotype that in order to
For me among all the Super Bowl Ads, 2014, the most memorable and effective one was the Budweiser’s, “Puppy love” ad. It was a heartwarming story to see an adorable puppy’s determination to hang out and be friends with his favorite famous Budweiser Clydesdale horse.
Make-up is a common ritual for many women seen in the media. Make-up actively emphasizes traits such as, eyelashes, eyes, lips, and nails. The media emphasizes on body parts to sexualize and flirt with the opposing sex. The complete sexualization of women within this advertisement is ineffective, because there are more traits that are a part of being a lady, and these other important traits should not depend on whether or not one has full lashes or lips. Personality is one of the most significant traits that is ignored throughout the Popchip advertisement and forces the audience to only look at the physical traits. For example Katy Perry holds two bags of Popchips over each breast to sexualize the chips and creates a sexual appeal for a male audience. Katy also states, “…they taste like they are bad for you.” Further backing the effort to sexualize breasts and equalize Popchips and breasts as the same. Simply stating that both breasts and Popchips taste fantastic and they should both be purchased or pursued, which is dangerous thinking. Dangerous thinking comes from ignorance. Ignorance from advertising companies using a single trait of sex to sell products, while selling the overall safety of woman. Within colleges, across the nation, most reported cases of sexual assault root from an objectification of women. A limiting idea that women serve to only procreate systematically
As Freeman and Merskin assert, “… commercials that focus on a lone, sexualized woman doing something seductive while also eating a burger, the flesh of both humans and nonhumans become objects of camera’s implied heterosexual gaze” (470). In other words, Freeman and Merskin oppose to the usage of women to make a commercial more interesting in order to bring more customers, specifically male ones. Indeed, this is the role of women in Tui’s commercial. Women are on the sidewalk making seductive gestures that bring the attention of the main character, this “temptations” are what he needs to overcome to achieve his goal, he thinks about the beer he will get and this helps him to keep away from distractions. This is the message that media is bringing to our homes: women are nothing but beautiful objects that need to have a good appearance. Moreover, women are not always present on commercials; according to Freeman and Merskin, “… occasionally women enter the story, typically as decorative objects or as the symbolic ‘other woman’” (461). When women come to scene, they represent a beauty concept; makeup, provocative clothes, a voluptuous body, and silent attitudes are the characteristics that they show to the audience as the perfect woman. Several women appear through Tui’s commercial; however, they do not play any important role, their interpretations barely last five
Sex is everywhere is America. In 2010 Kim Kardashian modeled in a commercial for the fast-food chain Hardees. The commercial features Ms. Kardashian on a bed seductively eating a salad while in a silk robe. At the end of the commercial Ms. Kardashian eats the salad in the bathtub because she dropped some dressing on herself while eating in bed. Kim Kardashian is one of the sex symbol of the 21st century, and the Hardees commercial used her status to sell their salad. Kim Kardashian 's Hardees commercial is not unique in it 's philosophy of using sex to sell a product seeing as almost every company, excluding children’s products, uses sex to sell their product. Being a sexually active person is seen as extremely important in main-stream American
When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America.
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
Super Bowl commercials are reputable for being filled with well-known brand names and references the average viewer can understand. However, there are a handful of commercials that have a more specific audience and contain esoteric references meant only for its target group. This year, Nintendo reserved a 30-second commercial slot to commemorate the 20th anniversary of one of its biggest video game franchises, Pokémon. The commercial features a random individual who witnesses an impressive feat, inspiring him to do something remarkable himself. This act, in turn, galvanizes another to a course of achievement, thus commencing a cycle which repeats several times. The last person finds himself in a grandiose Pokémon battle in a stadium filled
The makers of this commercial intended the audience to be teenagers and young adults. The values used were sex appeal (of one of the...
The main purpose of advertising is to sell a product or service to the consumer market. Advertising uses many different types of appeal and a number of media to achieve a variety of goals. Advertising is the most effective means to get the word out about products, services, events, charities, and just about anything else that one can think of. Where would sports be today without advertising? Advertising in sports has helped the sports world grow into one of the most profitable industries in the world.
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the
The Super Bowl has been one of the most recognizable American traditions since back in Las Angeles, 1967, when it was the American Football League versus the National Football League for Super Bowl 1. Forty-eight Super Bowls later, the tradition is still apparent. Each year families and friends gather at each others’ houses, drink beer, eat pizza, chips, and wings, and cheer on the team they want to end up on top. For years, I believe that the Super Bowl has been an over exemplified version of American values, culture, and economic reality and in my mind the Super Bowl represents expensive living, uncertainty and danger, as well as business intervention. Due to the overwhelming presence of companies, both big and small, it can be a detriment to the traditional aspect of sports that embrace sportsmanship and competition. Yes, professional sporting events are a money making business but between the media’s and money hungry corporations’ portrayal and influence on the game itself, the real values and culture of Americans are lost and falsified as well as the economic reality of the times.