Examples of sexism in advertisements
Project One:
Cultural and Rhetorical Analysis: Identity and Advertising
View on Women Advertisements across every mode of distribution have subliminal messages to a certain audience. Some appeal solely to males and some solely to females; or targeting a weight-class or any other physical or mental difference. These “subliminal” messages are sometimes so clear it is absurd that the company did not come straight out and pose that point, while some take a hard look to decipher. There is several ways companies go about targeting and persuading, they are: kairos, ethos, pathos, and hogos. To properly explain and show these styles of persuasion, examples from the shoe companies Nike and Sketchers will be used. These ads both set out to say shoes and attire can cause attention to come your way and improve your looks and/or performance in life. The way they differ is quite obvious, view on women. For Nike, the commercial “Voices” shows targeting to women athletes to empower the women viewers to become more independent; for Sketchers, the Kim Kardashian “Shape-Ups” ad will be used to provide an example of objectifying the female body to convince the audience that the actresses’ physical form is the one that is considered “pretty” or “sexy.” The Sketchers’ commercial stars a very well known sex figure, Kim Kardashian. In the first few seconds of the commercial, the actress is eluded to be having intercourse with a man in a locker-room. While she is dressed in scandalous clothing, the male has no shirt on which says to the audience, “To get an attractive man, you need to look like this woman,” which is a pretty popular technique in it of itself. After this, she gets off the bench she was “performing” on and walks away, with the camera in an objectifying angle focused on her “assets.” The proceeding moments are used to advertise the shoe itself and to say, “These shoes will make you look like me.” Which is an obvious sales ploy. Saying that about the prior
Cultural and Rhetorical Analysis: Identity and Advertising
View on Women Advertisements across every mode of distribution have subliminal messages to a certain audience. Some appeal solely to males and some solely to females; or targeting a weight-class or any other physical or mental difference. These “subliminal” messages are sometimes so clear it is absurd that the company did not come straight out and pose that point, while some take a hard look to decipher. There is several ways companies go about targeting and persuading, they are: kairos, ethos, pathos, and hogos. To properly explain and show these styles of persuasion, examples from the shoe companies Nike and Sketchers will be used. These ads both set out to say shoes and attire can cause attention to come your way and improve your looks and/or performance in life. The way they differ is quite obvious, view on women. For Nike, the commercial “Voices” shows targeting to women athletes to empower the women viewers to become more independent; for Sketchers, the Kim Kardashian “Shape-Ups” ad will be used to provide an example of objectifying the female body to convince the audience that the actresses’ physical form is the one that is considered “pretty” or “sexy.” The Sketchers’ commercial stars a very well known sex figure, Kim Kardashian. In the first few seconds of the commercial, the actress is eluded to be having intercourse with a man in a locker-room. While she is dressed in scandalous clothing, the male has no shirt on which says to the audience, “To get an attractive man, you need to look like this woman,” which is a pretty popular technique in it of itself. After this, she gets off the bench she was “performing” on and walks away, with the camera in an objectifying angle focused on her “assets.” The proceeding moments are used to advertise the shoe itself and to say, “These shoes will make you look like me.” Which is an obvious sales ploy. Saying that about the prior