Advert Analysis

Media Language

· Denotation- picture of naked women, connotation- ‘sex object’.

· The watch is worn high up her arm rather than the wrist, near her chest, which again suggest that the advert is going by the idea that ‘sex sells’.

· The advert is dominated by images, whilst the text remains small. This could be as images can attract the audience to looking at the advert as it makes the advert more appealing.

· The use of the dark background is used to make the watch; the company’s name and the image of the woman stand out.

· The title has be positioned in line with the watch on the woman’s arm illustrating that the watch is a ‘TechnoMarine’ brand watch that she’s wearing.

· The advert has used a ‘selective advertising’ technique whereby it looks as though it has been edited purposefully to make the watch look good. Another way it could be looked as is that the advertising is appealing to our lifestyles and ‘injecting’ the idea that this watch can make you look good.

Institution

· TechnoMarine, A watch company based in Glasgow (Scotland)

Genre

· The genre is an advert and it aims to promote and persuade the audience to buy their watch

Representation

· The advert is glossy, flash and expensive. This illustrates the watch as being expensive

· The woman has a tail suggesting that she is not a human but an animal. This in turn dehumanises the women and instead illustrated as the man’s pet.

· The use of having a sexy woman represents the watch as being sexy in design

Audience

· Higher middle class white males

· In terms of the user and gratification theory, here the idea could be ‘surveillance’

· Opposition- Feminist would view this as a degradation of women

· A passive audience would be persuaded to buy the watch and believe that the watch does make you look good whereas an active audience would not and understand what/how the advert is trying to sell to them

Ideology and values

· Women are ‘sex objects’

· The watch is expensive

· Appearance is important

· The watch makes you sexy or the watches design is sexy

Narrative

· ?

Social

· The woman appears to have applied make up. This reflects how appearance is important in our current society. You have to be beautiful to have a chance to be in films/adverts and magazines.

· The idea that ‘sex’ sells’. This is evident by looking at the loaded magazine history and how the magazine had to become more pornographic to sell after new lads magazines such as ‘Zoo’ and ‘Nuts’ overtook ‘Loaded’ magazine in terms of circulation figures.

Historical

· Release of the ‘Cosmopolitan’ magazine introduced the idea of women being looked at as ‘sex objects’, rather than just housewives.

· The male backlash- the women is being treated as a ‘sex object’ and in turn it degrades women. This male backlash also reflects patriarchy and how the male has restored the status quo.

Economical

· The watch is expensive

Political

. ?

Other Texts

· ‘Cosmopolitan’, ‘Loaded’, ‘Zoo’, ‘Nuts’

Issues/Debates

· Representation of women as ‘sex objects’ of the male gaze, ”sex sells”

· Appearance is important

· Advancement in technology

Theorist

· Laura Mulvey’s ‘male gaze’ theory is evident.