Week 4 EOC: Role of Women in Contemporary Advertisements

In this ad, it is clear where the creators wanted the viewers focus to be. If you notice, there are no other body parts in view that would normally be included, such as arms. Then the advertisers go to the extent to connect the breast shown to parts of a car, referring to the common slang “headlamps” in reference to a woman’s bosom. Not only do they objectify the woman shown but they even go the extent to objectifying her breast by correlating them with car parts. This is a textbook example of how advertisers use woman as sexual objects to gain appeal.

In the ad shown above, the brand uses the negative objectification of women for what is thought to be a good cause. The ad targets consumers that find themselves attracted to the female body and uses that sexual attraction to then demean the viewer and force a feeling of conviction towards the cause of donation. While organ donation is good cause, the brand is still using the female form as a sexual object to achieve an agenda. 

The ad presented above shows a male with two females around him, touching all over his body and by the look on his face, he seems pretty happy about it. The ad is clearly targeting young heterosexual males by depicting a stimulating sexual situation that the average young straight male finds himself wanting. The copy shown then manipulates the viewer by correlating the use of the product to the sexual situation shown. I personally find this ad not only offensive to women by the objectification but to young straight males such as myself.