Amanda Burn

1. Sex in Advertising Amanda Burn

2. Altoid Mints

3. Sexualized Woman • The product being sold in this advertisement is Altoid mints • The target audience for this ad appears to be males in their late thirties to early forties (judging by the age of the model) of middle social class • The underlying message in this advertisement is that by buying this product you will experience a similar experience as that which is portrayed by the model. This is obvious by the phrase “Pleasure in Pain” • I don’t agree with this message as it’s quite peculiar to describe the actual experience of eating mints and the analogy of eating mints with a dominatrix is a bit disturbing • This advertisement appeals to the physical aspect of human sexuality as it focuses on the experience of sex and ‘pleasure’ • This is a negative portrayal of sexuality as the character seems to promote pain in their sex life, which certainly is not healthy

4. Analysis • The Codes and Conventions used in this advertisement are irrelevant sexualisation of women (as mints aren’t remotely associated with sex) in order to sell the product

5. Absolut Vodka

6. Sexualized Man • The product being sold in this advertisement is Absolut Vodka • The target audience for this ad appears to be young women (twenties) of middle social class • The underlying message in this advertisement is that by buying this product you will get an attractive young man • I don’t agree with this message as this usually isn’t the case • This advertisement appeals to the physical aspect of human sexuality as it focuses on the physical qualities of the model • This is a negative portrayal of sexuality as it objectifies the model

7. Analysis • The Codes and Conventions used in this advertisement are dismemberment of the model’s body to focus on the central part of the torso rather than the full body

8. Calvin Klein Jeans

9. Couple- Sexualized • The product being sold in this advertisement is Calvin Klein Jeans • The target audience for this ad appears to be males and females in their early twenties of middle social class • The underlying message in this advertisement is that by buying this product you will be more sexually attractive • I don’t agree with this message as the sexual appeal of a person isn’t solely dependant on whether they buy a certain brand of jeans • This advertisement appeals to the physical aspect of human sexuality as it focuses on the couple’s physical experience of sexuality • This is a negative portrayal of sexuality as the couple seems to representa painful appearance of sexuality

10. Analysis • The woman in this advertisement is bent backwards over the man, while the man caresses her body • Both characters are in the foreground • Both characters are lying down however the woman appears more active as she is stretching her body backwards over the man’s • The woman appears to be more eroticized than the man judging by her intense expression against his a collected expression • The message that you receive about this relationship is that the woman is submissive to the man • Despite the woman being on top, she has her back against the man and is stretch over him, giving him the appearance of having power in this relationship • This is a negative depiction of relationships and sexuality as the woman appears to be in pain while the man is objectify the woman by focusing on the physical aspects of her appearance • The Codes and Conventionsused in this advertisement are that of the female’s body being contorted in a strange position and the man being portrayed as more collected

11. Daisy Razors

12. Couple - Egalitarian • The product being sold in this advertisement is Daisy Razors • The target audience for this ad appears to be females in their late twenties to early thirties of middle social class • The underlying message in this advertisement is that by buying this product you will be more appealing to attractive young men • I don’t agree with this message as it’s focused on getting men only by having well-shaved legs rather than any other admirable traits • This advertisement appeals to the emotional aspect of human sexuality as it focuses on the innocent-looking relationship between the two models as well as poses the models to suggest affection • This is a positive portrayal of sexuality as the characters seems to promote a healthier relationship focused on affection

13. Analysis • The woman in this advertisement is sitting in the lap of the man locked in an embrace with him while the man is gently caressing her leg • Both characters are in the foreground • Both characters are sitting down however the man appears more active as he appears to be moving his hand up the woman’s leg • The man and woman’s faces are hidden behind a bouquet of daisies to send out the image of the product being sold (Daisy Razors) • The message you receive about this relationship is that it’s more focused on affection and emotions • As the female is in the lap of the male, it is implied that the male has more power in the relationship • This is a more positive depiction of relationships as it is focused on the less physical aspects of sexuality (affection, love) • The Codes and Conventions used in this advertisement are of the female receiving male approval (judging by the relationship between the two characters), and of the female being placed in a position that physically subordinates her to the man (she’s in his lap and is being held by him to represent his physical strength and power)