Background: The semiotics of advertising allow for the most outrageous connections between product and ad. In fact, we often find no representational connections in contemporary advertising. One of the common registers of print advertising is of the naked or sexually-posed woman selling a product (cf. Lazier-Smith 1989; Furham and Bitar 1993).

Focus on the Ads: Note that the many ads below use varied techniques of objectifying women's bodies. In how many of the ads can you identify a clear connection between the product and the images?

Why? How to Read Reaction to Ads Controversy Constructions Male Gaze Male Sex Violence Against Men Male Ads Male is Culture Phallic Male Fantasy Homophobia Male Normalization Man as Hero Men in Control Roles Normalization Exotics Women of Color Exotics Surreal Exotics General Difficult Femininity Dolls Naggers Body = Tool Nymphomania Male Objects No Subject Body Parts Becoming Objects Sex Objects Contorted No Product Connection More Body Parts Dehumanization Women as Stupid Women Consumers Women = Nature Only the Body Political Violent Women Faux Power Wet Women Reductionism Body as Landscape Captured Legs as Framing Violence Against Women Women and Fear Death Relationships Sexual Violence Competition Faux Lesbianism Linguistic Violence Constructions of Marriage U.S. Values Global Ads Social Class Ads Kids and Ads Ageism Video Games Advertisers Response Man Show Maxim Side by Side Mock Ads Progressive Ads New Constructions Social Change Bibliography Links Action Hall of Shame

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