Technology vs.

Identity

By Christina Johnson

Focus

I will be focusing on the advertising and it's effect on identity.

The Little Mermaid

The Little Mermaid

Lion King

Lion King

The Rescuers

The Rescuers

Killing us softly

This is a clip from a video called Killing us Softly made in the 90s about advertising.
http://www.youtube.com/watch?v=ufHrVyVgwRg

Coca-Cola Ad

Crown Royal

Remy Martin Ad

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 suggestive clothing 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 than men 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 short skirts 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, the men were dressed demure. There was only one ad for the carmaker Saturn who had pictures of several women 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 will mainly be used by a man. Though I expected to see a greater amount of the women as the main focus of the advertisement, the ad companies did a great job of selling the product to the consumer as well.

Methodist Church Ad

Pespi Soda Can Ad

Gilbey's Gin Ad

Canada Dry's Tonic Water Ad

YoPlait Yogurt Ad

Freshen-Up Gum Ad

Nailslicks Ad

Dove Real women have curves

Pantene Ad

Male Pants Ad

Arrow Ad

http://www.bgsu.edu/departments/tcom/faculty/ha/ tcom103fall2003/gp13/gp13.pdf