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Technology vs. Identity
By Christina Johnson
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Focus
I will be focusing on the advertising and it'seffect on identity.
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The Little Mermaid
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The Little Mermaid
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Lion King
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Lion King
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The Rescuers
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The Rescuers
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Killing us softly
This is a clip from a video called Killing usSoftly made in the 90s about advertising.
http://www.youtube.com/watch?v=ufHrVyVgwRg
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Coca-Cola Ad
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Crown Royal
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Remy Martin Ad
Car Driver vs Maxim
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Car Driver vs. Maxim 1) Findings: As I scrutinized a Car & Driver magazine & a Maxim magazine, I discovered something that did not
surprise me the least bit; the fact that there are a lot more women in partially clad or highly suggestiveclothing than men.
2) Previous Study: Carstarphen, Lambiase, Morgan, Reichert, & Zavoina (Beefcake & Cheesecake, Spring 1999,
Journalism & Mass Comm Quarterly) the ads showed women being dressed more suggestively thanmen in magazines, during a comparison of ads from 1983 to 1993. In the study of 6 magainzes,women were more likely to be partially clad to scantily dressed than men.
3) Most important foundation literature I scrutinized the study done by Artermio Ramirez, Jr. called Sexually Oriented Appeals (SEX in
Consumer Culture, Ch. 9). I borrowed his coding system to organize the ads into Male/Female, how
theyre dressed demure or scantily clad there were several ads showing women dressed in shortskirts or dresses promoting an item that would primarily be used by men. 4) Corpus & Methods I perused through a recent issue of Car & Driver magazine, as well as Maxim magazine and did a
qualitative analysis of them. 5) Findings I came to find out that in my study that over half of the sexually depicted ads were women dressed in
a suggestive
manner promoting an item that would be primarily used by a man. All of the ads, except for one, themen were dressed demure. There was only one ad for the carmaker Saturn who had pictures of severalwomen dressed in a demure fashion.
6) Conclusion In conclusion, I find out that in both of these magazines, which are of very different genres, both
portray women in the fashion, primarily as sex objects that can sell a particular product that willmainly be used by a man. Though I expected to see a greater amount of the women as the main focusof the advertisement, the ad companies did a great job of selling the product to the consumer as well.
M th di t Ch h Ad
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Methodist Church Ad
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Pespi Soda Can Ad
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Gilbey's Gin Ad
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Canada Dry's Tonic Water Ad
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YoPlait Yogurt Ad
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Freshen-Up Gum Ad
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Nailslicks Ad
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Dove Real women have curves
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Pantene Ad
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Male Pants Ad
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Arrow Ad
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http://www.bgsu.edu/departments/tcom/faculty/ha/tcom103fall2003/gp13/gp13.pdf
