The main purpose of any type of advertising image is to sell a

certain product. The actual advertisements often meet a set

series of credentials. The reader is basically tricked into

desiring a product by the use of advertising techniques. One of

the most potent techniques is to use the female gender as a sex

symbol. The use of sex, beautiful women, and bold text is

evident in the majority of magazine ads.

This theory is thoroughly supported in a magazine ad for

Patron brand Tequila. A highly attractive super-model is

seductively puckering her lips. She has a large white top hat

on with a white vest, and white pants. Her vest is unbuttoned

completely and her half-naked chest appears to be bulging out.

In addition to the top half of her body, her pants are

unbuttoned and unzipped completely.

There is a large bottle of Patron brand Tequila at the

bottom of the page. Underneath the text in white, bold

lettering are the words, Taste the Magic . If the reader

chooses to read the smaller text underneath the catchy sex

phrase, they would discover that the beautiful women is Karen

McDougal, the 1998 Playmate of the Year.

There are three main techniques that make up this

advertisement: the use of sex, white space, and a famous

super-model. The model is dressed very provocatively, as it

appears that she is stripping. This implies a sexual fantasy or

desire to the reader. The reader feels that such fantasies

occur if they drink Patron. All the whiteness in this

advertisement supplies the feeling of clarity. The woman is

pictured as being clean and reborn . White can also be seen as

the color of paradise and heaven.

The identification of the model s name is the most

interesting part of this advertisement. The print is noticeably

smaller than the advertising text, but it is big enough to read.

This tequila company wants you to continue reading and discover

who the model really is. Most people can t just look at the

woman and recognize her as being Karen McDougal. The ad

basically has to tell the reader that the woman is Karen. The

public will then connect Patron Tequila with Playboy

Super-models. Without the text, only Playboy magazine

subscribers and a small percent of the male gender could

identify her as being Karen.

Basically Patron attempts to get the reader to make their

own associations. They want the public to associate Patron

Tequila with sexual fantasies, and beautiful women. In reality

no women can possible look as beautiful as Karen McDougal. Her

picture can be air-brushed, and altered using sophisticated

computers. The advertisement is ultimately getting the reader

to fantasize about a nonexistent paradise.

The text on this article attempts to show that Patron is

magical. The reader believes that if he/she drinks the tequila,

they will magically experience their sexual fantasies. The

model is puckering her lips as if to give the reader a kiss, and

the text is telling you to taste the magic. The magic is

actually the very attractive supermodel. The reader is being

told to taste the supermodel s lips, in a sexual way.

The ad also uses the idea of magic idea to give the

impression that the product will make you a sexually beautiful

person. The text makes you believe that you can experience a

sexual fantasy by drinking the tequila. Everyone knows that

magic doesn t exist, but Patron attempts to alter the public s


Haagen-Dazs ice cream follows the same trend in viewing

women as sex objects. Their main advertisement depicts a man

siting on a stairway waiting for an women. This ad is black

and white except the text which is in bright yellow. The man is

holding a ice cream sundae, clearly shown as being a Haagen-Dazs

brand. Written across the advertisement in yellow text is the

statement, thank god she s late . In addition to this, at the

bottom of the ad, is the Haagan-Dazs logo with a question

asking, too much pleasure?

The man is obviously waiting for his girlfriend because

the two are going on a date. She is running late, and he has

some time to kill. What is ironic is that the man is taking the

extra time to eat some Haagan-Dazs ice cream. He doesn t appear

to be nervous or concerned, but actually a bit relieved. He

rather have the woman be late so that he could have his ice


Once again the female gender is negatively brought into a

advertisement. The ad is implying that the ice cream is more

important than the man s date with the woman. The text shows

that he is having more pleasure with the ice cream, than he

would with the woman. The woman is obviously representing sex.

She ultimately is viewed as any object of sexual pleasure. It

doesn t take much analyzing to determine that the man enjoys ice

cream more than sex with the woman.

At first glance the advertisement seems very dull with the

black and white colors. What catches the eye immediately is the

bright yellow color of the bold text. This gets the reader s

attention, and curiosity causes us to analyze the depicted

scene. The line too much pleasure also catches the reader s

eye. One must ask themselves: what does too much pleasure have

to do with ice cream?

Quite simply the woman in the ad represents sex, and the

reader is expected to interpret this meaning on their own. This

is the whole idea of association and the way that it can be used

as a advertising technique. There wasn t even a woman directly

pictured in the ad, but females were still managed to be

portrayed as sex objects. This was simply down with the text.

The line thank god she s late , shows that he is glad that the

woman is not there. Then the reference to pleasure shows that

the woman represents sex. People usually don t get sexual

pleasure from ice cream but from sex. This ad thoroughly proves

the theory about women in advertisements.

Many commercials portray women with a specific stereotype.

It can simply be put that women are expected to be tall, thin,

beautiful, and sexy. What makes this very dangerous is the fact

that we live in a society that focuses too much on appearance.

The younger generation is trying to copy what they see in these

magazine ads. But it is very hard, if not impossible, to

actually look like these magazine models. By reading and

analyzing the stereotypes, society can educate themselves and

come to a sense of reality.

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