Women In Advertising

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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 beliefs. 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 cream. 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

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