Advertising the Honeycomb Case Advertising Term Paper

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From her conspicuous consumption of product-related merchandise it is safe to assign her firmly to the upper middle class. Gender stereotypes and messages abound in this ad, as in many others. One example is the woman-as-food or woman-as-product message; she is something to be eaten or consumed like any other fast-moving consumer good, which sets a dangerous precedent. "Turning a human being into a thing, an object, is almost always the first step toward justifying violence against that person." (Kilbourne, p. 278).

The implied consequence for buying the product is becoming desirable as an extraordinary female. Those who fail to buy the product must resign themselves to a passionless life full of mediocrity. Extraordinary females are those whose lives are saturated with the product. Pozner (p. 51) gives evidence of this actually happening when she says, "What disturbs me is not that I prefer the taste of Snapple (I do), but that the brand itself has infiltrated my vocabulary to such an extent that in my day-to-day vernacular, Snapple is iced tea."

While the model's expression is not especially suggestive (she is far from sultry), it is nevertheless a very congenial expression, and one we might think she would maintain no matter what was done or said to her. Further, while the model's right arm is raised above her head in a gesture of relaxed repose, her fingers clearly form what every American school child would recognize as sign language for "I Love You." Does the model love just honeycomb or the audience as well? Perhaps as a kind of "honeycomb girl" she represents the product itself telling us it loves us. Her left hand rests on the edge of the pink tub, but her index and middle fingers are spread suggestively like legs, and the tub is pink..

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. For her feet to be in the part of the tub in which we see them her knees must be fairly bent, she might be kneeling were she not reclining. The model is covered in milk... Perhaps this is the model's milk...from her own breasts. In that case, the image underscores female fecundity. Then again, perhaps this isn't milk, perhaps it is semen. The image of a woman covered in semen would be pornographic, and implies that this is what women are for - a way for males to mark them as "their" property and objectify them as dutiful receptacles for male essence. Finally, note that we are looking down at this model; she is in a position of inferiority to the viewer. Given that the ad targets females, the message could be "your (rather inferior) value as a human being equals your ability to be desirable to a man who wants to be both sexually stimulated yet assured you are good breeding stock."

If consumerism were a religious faith, then its prophets would be advertisers.

Since advertisers so-often appeal to the more visceral side of our nature, we rush toward the ironic fate of becoming less civilized even as we become more so. This is the inevitable impact of the ideologies and stereotypes being….....

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