AXE is a body spray that is heavily advertised in today’s society. We have all heard the phrase, “sex sells,” and undoubtedly seen it work. Axe body spray has become an object that exemplifies sex to young adult males and creates a sense of confidence to those that use the product. "Axe is all about being a guy's wingman and helping him as he navigates the mating game," said Mike Dwyer, a marketing director at Unilever (Newman). The advertisement for this analysis is one that tries to sell a body fragrance from AXE called dark temptation.
Why would Bordo lead on the reader with opinions that are not really her own? Bordo shows her opinion toward the objectification of the male body throughout the essay by using advertisements. She begins her essay with the appreciation? towards the male model ads, describing the success its brought many companies, such as Calvin Klein, and the pleasure females take from looking at them: “The model...stands there in his...rip-speckled Calvin Kelin briefs, head lowered, dark hair loosely falling over his eyes. His body projects strength...” (133).
AD In every magazine you read, from the Times to National Geographic; they are all filled with tons of advertisements all uniquely designed to grab the specific readers attention. In Jib Fowles article, “The 15 Basic Appeals of Advertising” he explains the different appeals that advertisers use to sell their products. In Burberry’s ad for Body perfume they attract the attention of consumers with the need for sex, prominence, and attention. Fowles say that the need for sex is used the least often out of all fifteen appeals; however, that doesn’t stop BURBERRY from using it. They take the beautiful star from Transformers Dark of the Moon, Rosie Huntington-Whiteley, and have her sit completely naked except for a tan overcoat that doesn’t quite cover up her long smooth legs.
Abercrombie and Fitch are one of them. A&F hires people with a preppy American look, they hire young good-looking people who will rock their clothes. If you walk into one of those stores it is mainly white employees, some say it is discrimination but it is not the companies fault only a certain group of people fit that look. In stores, where all the models are what we call hip and the entire store has that young vibe, everyone feels tempted to buy the product so that they can look and feel like a million bucks. Skinny, beautiful models are advertised in magazines that give the attempt to influence readers if the buy the same products they too can be beautiful.
The product that this advert is trying to sell to the viewer is obvious due to the placement of the cologne bottles and the text situated on the image. “Inverse” is a fragrance for men, which was originally released in August 2009 by Australian singer, Kylie Minogue. The nose behind this fragrance is Rodrigo Flores-Roux, who has worked with brands such as, Tommy Hilfiger, Calvin Klein and Dolce & Gabbana (Fragrantica, Nose Rodrigo Flores-Roux, 2012). The first level of signification considered in semiotic analysis is denotation, which means “the meaning of the sign” (O’Shaughnessy & Stadler, 2012, p163). On a denotative level, the advertisement depicts a male figure in his underwear, standing in front of Kylie Minogue, who has her arm around his neck.
But as in regards to other issues, such as sexual orientation, the media does a great job. The media reports on every aspect of all the issues regarding same sex marriage. I think they provided great coverage on when SCOTUS legalized same sex marriage in all 50 states. As I read on www.beyondprejudice.com, “reducing prejudices needs to be more than an organizational goal; it needs to be a personal goal for each of us.” This website also provides a list of things that we can do to help reduce prejudice. A few things on this list include: :acknowledge that you have learned prejudicial information about other people, make a commitment to change and make a commitment to a process of change, and increase your exposure to or contact with those who belong to the group(s) toward which you have learned some prejudicial
The world has become more accepting to homosexuals because of advertisements like these. I wonder if a homosexual male would be turned on by these pictures. When a man sees a woman we first judge looks, examining it from a homosexual’s point of view, it makes sense that they would be turned on at first glance. Bordo’s example in “Male Decorativeness in Cultural Perspective” brings light to femininity in dressing style as well as masculinity. She uses Michael Jordan as an example of his masculinity in sports and femininity in dressing style.
The Cindy Crawford commercial that Kilbourne discusses in her essay really brings the issue of the century long double standards to light. If the tables were turned and the boys in the advertisement were young women whistling at an older man they would definitely be looked down upon for their sexual interest. Ads like this show, our young girls that it’s okay for boys and young men to treat women as sexual objects. The impression given is that women were placed on earth to give men satisfaction whether sexually or visually even at the cost of being dehumanized. The fact that Cindy gave this image of having sexual satisfaction by drinking the can of Pepsi almost tells young girls that if I drink Pepsi I’ll be just as sexy and attractive
Postman states in his assertion that Huxley feared we would become a “trivial culture, preoccupied with some equivalent of the feelies, the orgy porgy, and the centrifugal bumble puppy”. Throughout the story, sex is one of the main and entertaining and distracting factors to man. In Brave New World, once Bernard got a chance to, he would take advantage of his popularity and have intercourse with various women. Based on my experiences in today’s society, I’ve noticed that the more “popular” you are the more sex you have. Many of the things we hear on the radio or watch on TV depict various sexual scenes.
This type of culture was also produced in the San Francisco area, started by the hippies. Hippies saw love and sex as two very beautiful things and believed that they should be part of a person’s daily life. The sexual revolution was part of the counterculture movement that became known as the hippie movement. The hippie’s helped create the way people view sex today. Hippie’s felt love should not be hidden from society, so hippie’s had sex quite openly.