|
|
No Product Connection
------------------------------------------------------------------------
 <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). Humans are sexual
beings, but we must ask why such a limited view of sexuality is displayed
in these and other ads? This limited view is a result of hegemony, and the
privileging of masculinist heterosexuality. In this exhibit, there are
many ads that connect a product, whether it be fishing line or a PALM
organizer, to a female sexualized body. Ask yourself right now, is there
any connection between the product and the image? If your answer is no,
then reflect on what is happening here. Reflect on how you are being
manipulated. Reflect on how this manipulation is resultant in the
objectification of women. And reflect on the fact that you can avoid
buying products from companies that promote these sorts of images.
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?
Particular categories of ads have become popular, such as technology ones
for home computers, stereos and electronics. An offshoot of this category
is the popular magazine
Stuff Magazine.
This magazine regularly fuses home electronic products with scantily clad
models. Questions: (1) Are there
certain types of products that seem to be associated with women's bodies?
Why do you think these products are popular with this genre of
objectification? (2) Why is it that advertisers do not focus on the
functional qualities of their products, such as an ad that describes how a
particular model of electronics works? (3) Do you believe that boycotts
and other techniques can be used to convince corporations that
objectifying women through their products is not legitimate?>
|
Image 1 |
Image 2 |
Image 3 |
Image 4 |
Image 5 |
Image 6 |
|
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 7 |
Image 8 |
Image 9 |
Image 10 |
Image 11 |
Image 12 |
|
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 13 |
Image 14 |
Image 15 |
Image 16 |
Image 17 |
Image 18 |
|
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 19 |
Image 20 |
Image 21 |
Image 22 |
Image 23 |
Image 24 |
|
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 25 |
Image 26 |
Image 27 |
Image 28 |
Image 29 |
Image 30 |
|
 |
 |
 |
|
 |
 |
|
|
|
|
|
|
|
|
Image 31 |
Image 32 |
Image 33 |
Image 34 |
Image 35 |
Image 36 |
|
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 37 |
Image 38 |
Image 39 |
Image 40 |
Image 41 |
Image 42 |
|
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 43 |
Image 44 |
Image 45 |
Image 46 |
Image 47 |
Image 48 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 49 |
Image 50 |
Image 51 |
Image 52 |
Image 53 |
Image 54 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 55 |
Image 56 |
Image 57 |
Image 58 |
Image 59 |
Image 60 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 61 |
Image 62 |
Image 63 |
Image 64 |
Image 65 |
Image 66 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 67 |
Image 68 |
Image 69 |
Image 70 |
Image 71 |
Image 72 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
Image 73 |
Image 74 |
Image 75 |
Image 76 |
Image 77 |
Home |
 |
 |
 |
|
|
 |
|
|
|
|
|
|
|
|
Image 79 |
Image 80 |
Image 81 |
Image 82 |
Image 83 |
Image 84 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Image 85 |
Image 86 |
Image 87 |
Image 88 |
Image 89 |
Image 90 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Image 91 |
Image 92 |
Image 93 |
Image 94 |
Image 95 |
Image 96 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Image 97 |
Image 98 |
Image 99 |
Image 100 |
Image 101 |
Image 102 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Image 103 |
Image 104 |
Image 105 |
Image 106 |
Image 107 |
Image 108 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Image 109 |
Image 110 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Home |
|
|
|
|
|
|
|
<presented by Scott A.
Lukas, Ph.D.>
|
