Media Analysis

The media plays a very influential role in the lives of Americans. The average American views 3,000 ads (including television, newspaper, magazine, and internet ads) every single day (Body Outlaws, p325). Most of these ads are trying to market a product to viewers with only one goal in mind, to make money. There are many ways that industries try to market their products so they can stand out against the competition, and it seems as though they are getting bolder every day. There are a handful of ads that send positive messages, but the majority of them send negative or hurtful messages which are usually directed towards women. These negative messages can be anything from promoting eating disorders, drinking, promiscuity, smoking, or feelings of powerlessness and inequality. Now the question is, why are we sending these messages to young people in our society that it is acceptable to drink, smoke, be promiscuous, deprive their bodies of nutrition, and let people tell them they are not good enough? The answer, because it makes them go out and buy their products which claim to help them achieve “perfection”.
There are many offensive ads in the media, but one that really stands out to me is an ad for Belvedere Vodka. It shows what looks like a snapshot of a man’s, for lack of a better term, crotch and he appears to be standing up. There is also a woman’s face right next to him so she must be down on her knees. It only shows her head and she is applying red lipstick while her mouth is open. She also has a “deer caught in the headlights” look on her face like she is shocked that someone caught her with this man. Then there is a bottle of Belvedere Vodka to the other side of the man’s crotch. When I first saw this ad I thought “what is this advertising, lipstick or condoms?” Then I saw the vodka bottle. I thought to myself “why are they showing this scene to promote vodka, oh yeah, because that is what is supposed to happen when girls get drunk.” I could not believe the lack of taste and creativity.
The first thing that is offensive about this ad is that it is implying that she just performed oral sex for this man after she had been drinking their vodka. This is giving off the message that if you are a young woman and you drink alcohol, then you are expected to get sexually involved with men. It also implies to men that they will have better luck getting a woman to have sex with them after they have been drinking this vodka. Secondly, it seems as though the woman is frightened that she was caught with him and she is rushing to reapply her lipstick to cover it up. This is saying that she is trying to hide what she just did, or she is ashamed about it. This is probably because she will be thought of as a “slut”. So, first the ad promotes promiscuity, and then it implies that she should be ashamed of what she just did sense it is not lady-like. Another problem I have with this ad is that it is the man who is standing tall and strong, and the woman is down on her knees pleasuring the man. Why is it not the other way around? They are depicting the woman catering to the man’s needs and being submissive to him, and he is depicted as dominant over her. Lastly, the bottle is right at the level of the man’s crotch and the woman’s mouth, so right where you see the implied action, you see the vodka. The lipstick tube is also being pointed at her mouth while her lips are slightly open as to imply this sexual favor.
This ad is targeting young men and women. This is apparent because the people in the ad are young and fashionably dressed. It is perpetuating the stereotype that you have to be young to be attractive and get the attention of the opposite sex. It also perpetuates the stereotype that women must be thin and wear a lot of cosmetics to be attractive. The woman in the ad is extremely thin. Her collar bone is sticking out and she is wearing heavy, dark eye make-up which resembles dark circles around her eyes and this is a sign of an eating disorder. Also, she goes right back to putting on her lipstick. This is sending the message that she has to put her make-up back on before anyone sees her because that is the only way she is acceptable.
I think this ad is sending the message that it is okay for men to expect women to have sex with them just because they are drunk. This could make men rationalize raping or assaulting women if they are intoxicated. This could also put pressure on women. The ad might make women feel they have to have sex with men if they are drunk. Perhaps it gives them a rationale for being promiscuous, and young women have enough of those these days.
As I discussed earlier, there are certain ads that send positive messages to viewers. One ad in particular is for Element which is a skateboard and clothing company. In the ad there is a woman (Amy Purdy) who is standing with her legs crossed and one hand holding up her snowboard. It is all black and white. She is wearing a t-shirt that reads “power to the planet.” There is text at the top of the page that states “You can do what you want to with your life. You’re not limited.” Then you notice that she has two prosthetic legs. At the bottom of the page it says “Amy Purdy, snowboarder, skateboarder, make-up artist, humanitarian.” She is not wearing provocative clothing or depicted in a compromising position. This ad depicts her as strong, determined, athletic, and powerful. Even though she is a woman and she has prosthetic legs it does not portray her as weak or limited in any way.
I do not think this ad perpetuates any stereotypes, it really goes against them. It goes against the stereotype that women are weak and powerless because it depicts Amy Purdy as strong and powerful. The ad does not show her in soft colors or soft lighting or in a position of submission. It does however show her in a bold manner with black and white and hard lighting. She is wearing comfortable clothes and shoes; she’s not wearing high heels or a tight skirt. The ad does not show her with a man, just independent on her own. Something else I noticed was that she is posed with her legs crossed, and this is a change from the way women are usually shot with their legs open. Just for the simple fact that she is successful in two men dominated sports shows that she has a certain amount of power, and it can empower young girls who see this.
It also goes against the stereotype that people with handicaps cannot function as well as people without handicaps. In fact, she seems to be more active and capable than most Americans. Marisa Keller says on the About-face website, the ad does not focus on her disability, but it does focus on her outstanding qualities like being such a great athlete and a humanitarian. Most other ads are trying to sell their products by making women feel worse about their selves so that women feel that they need the products to be more perfect. Sure this ad is trying to get girls to buy their clothing or skateboards like all the other companies, but they are doing it by telling these girls they can be powerful and strong women. They are not tearing down these young women, but building them up. Young women these days need all they can get.
Another reason I like this ad is just because she is not stick thin. She is healthy and athletic looking. She also does not seem like the type of girl who has to wear make-up every time she goes out. Sure she is a make-up artist, but that is probably more of a creative outlet for her. I am almost positive that she is not wearing it just to conform to society’s ideal of beauty, but rather to express herself in an alternative artistic form. “We use our appearance-bodies, clothing, style-to express our inner convictions, our pride, our affiliations, our identities, our insecurities and our weaknesses. In a generation focused on identity issues-and unafraid to show them to the public-our bodies, and how we adorn them, can express who we are.” (Body Outlaws p. 198-199). It is okay to buy and wear make-up and popular clothes, but do it because it represents you, not because it is what everyone else is doing. Amy Purdy is a great example of an alternative form of femininity. I think this ad would have a positive impact on young women.
In conclusion I would just like to point out that 3,000 times a day is a huge number of times to be telling our society, especially women, that they are not good enough and need to change. More people need to stand up for what is right and not what the media tells us is “acceptable” and we need to give the media less attention. We rely on all forms of the media too heavily to guide us in how to spend money, dress, eat, present ourselves, and treat other people. Most people say they would like to have world peace and I think it can start by portraying ourselves as better people with more substance, individualism, and strength. We need to stop conveying that it is okay to be promiscuous, abusive, and self-hating. If there were less advertisements like the Belvedere Vodka ad, and more like the Element ad I think it would be a lot easier and healthier for young women to grow up in this society.

Works cited
Edut, Ophira, ed. Body Outlaws Rewriting the Rules of Beauty and Body Image (Live Girls). New York: Seal, 2003. Print.