Are breasts the only way to sell?
by dudeperfect on February 27, 2017 - 12:53pm
Are breasts the only way to sell?
The advertisement I am using is a Tom Ford perfume ad which objectifies women. This Ad was banned due to the fact that the Ad was very controversial in terms of sexuality and nudity. Tom Ford has had a very controversial career because most of his ads display women as a sexual object. Tom ford, throughout his career has been constantly objectifying women in his Ads to sell his products to men. The gendered messages that are being conveyed are that in this Ad the cologne in placed between the female model’s breasts. This done to attract the attention of men by showing breast. This Ad is trying to show that if a man uses this cologne, it is for sure that he will attract the opposite sex and get some sexual favors. The purpose of the Ad is to attract men and activate their sexual feelings. This advertisement is very disturbing due to its sexualized depictions of women. It shows that women will come to you if you use this cologne. This Ad is disrespectful towards women as it objectifies them very sexually. Tom Ford has taken this Ad to a complete different level. Men are basically getting the message that “Buy this perfume and get sex”. Although men might get all excited and horny after looking at this Ad but women would complain as the Ad is trying to show that it is very easy to attract women if you buy Tom ford. We should be concerned about this Ad because it objectifies women and is degrading towards their image in society. Studies have shown how breasts affect male behavior. This Ad is also showing how women should behave when a man uses Tom Ford cologne. There is also a feeling of Racism present in the Ad because the Ad features a model who is a white heterosexual female who, portrayes how an ideal woman should be in society. This advertisement also shows the idea of physical perfection, because in the ad, model has perfect rounded breasts. The Ad says “ Tom Ford for men” which has a double meaning. First one being that the perfume is meant for men. Second reason is more disturbing because it is indirectly trying to say that women are also for men as in men would own women if they buy this perfume. “ Advertising has a great deal to say about gender identity. Ads use visual images of men and women to grab our attention and persuade. They are really projecting gender display- the ways in which we think men and women behave- not the ways they actually behave(Goffman 1976). Such portrayals or images are not reflective of social reality. In advertising, for example, women are primarily depicted as sexual objects or sexual agents “. Main problem is that this Ad objectifies Women, it shows women as things. This Ad shows that women can be used. There are a million number of ways to fix the Ad while still selling the product, instead of showing breasts and objectifying women. Location of the perfume bottle can be relocated. Relocating the perfume between her breasts, it can be placed in her hands. Instead of showing her nude, the Ad can also be corrected by providing model with a lingerie or with clothes that look kind of attractive to men. It is not necessary that a female has to be nude in advertisement in order to sell the perfume. This Ad can also be shown by having a male instead of a female. Male model can be shown wearing a suit while applying the perfume, this would look both classy and sexy.
 Cortese, Anthony. "Constructed bodies, deconstructing Ads: Sexism in Advertising". 3rd ed. New York: Rowman and Littlefield publishers", 2008. Print.