Contemporary adverts

Advert for Calvin Klein - Secret Obsession

Click to view:
http://uk.youtube.com/watch?v=wQr1ka_YG6c

The advert portrays Eva sexually, through the distorted camera vision. The way she moves her limbs, pouts her lips and generally moves the duvet, implies she is having an orgasim, because of the product- perfume. She is shown to be an object of male gaze [Laura mulvey]. This advert, as a result of the sexual connotations, was banned from showing on TV.


Kinder Beueno


The 20 second advert shows the female is portraying herself as a 'ditzy blonde' to get the males attention. The advert suggests the male and the chocolate- with its phallic shape are the same things, hence suggesting the female is eating a phallus.
It also suggests the female has to get the males attention by showing herself as a victim- she has fallen of her bicycle.

Paris Hilton in Burger King ad



Paris Hilton is shown to be a stereotypical blonde, who has fun. She is an object of male desire because of her clothing- or the lack of, she is wearing a black swimsuit. She is advertising for Burger King, but is washing a car, whilst eating a burger. The advert also implies she is having sexual fantasies, because of eating the burger, which distracts her from washing the car, She is also in a variety of positions which connotes sex.


Microsoft XP






Senstitive Teeth- Sensodyne



Two GHD adverts





The two GHD adverts portrays the females negatively, because they are shown to be 'whores' and not Madonnas. In the first advert they are stealing the males away from other women, showing them to be 'bad'. Because they would do anything to get the man.
In the 2nd one, they are shown to be a variety of things.
1- Jealous
2-In considerate
3-Whore/Promiscuous
4- Gold diggers
Overall, both adverts show them to be image obsessed.
It can support Greer's theory of young girls being persuaded into being image obsessed, because they would think it is the only way to find a man.