Feminist and Marxist Perspective on Advertisements

Feminist and Marxist perspective on advertisement ‘Burger King’

Gambar

Analysis:

I think primary market the advertisement above is 17 to 35 years old. Based on the picture, I can say that females are more dominant than males. There are some reasons why I can say like that. Why must the woman appear on that advertisement? From here, I can extract a powerful message that holds some relevant social statement about women, their bodies and their roles in society. I give my opinion based on the feminist and Marxist perspective. In this advertisement, I also relate those perspectives with American cultures. I had experience staying for one term (three months) in Oregon, USA 2009.

The first thing is a Beautiful woman. Beauty is a promise of happiness (Stendhal). I can describe the beauty as a thing that makes the costumer happy. Happiness is as the effect of costumer herself/himself about her/his satisfaction. It is always a double compositions; the eternal and relative circumstantial element. Beauty is always associated with the woman. From the eternal side, I think the soul and variable of its body play an important part. As I can see from the picture, a woman who has beautiful face is attractive, seductive, and teasing. From the relative circumstantial element, I can give the interpretation from the amusing of woman, enticing of woman, appetizing of woman to the product called burger. Beauty is the most important instrument to attract customers. Exploring woman’s beauty and show it on advertisement means promising happiness to customers and giving customers’ satisfactions

Other things are red lips. They support the beauty of a woman. They’re not just a normal lips, but lips covered by red color of lipstick. They support the sense of beauty and play as the symbol of beauty. 

Then, the wide-open mouth means that she hunger. She’s ready to eat something and full of desire. It can be interpreted as she’s in wonder, surprise, or eagerness.

Next, Open wide-eyes describe the act of seriousness about something faced by. In this case, the open wide-eyes relate to the character of the woman. Food offered in front of her eyes is seductive. She has desire to want more.

The act of seriousness about something faced by the woman is described by her eyes that open widely.  In this case, the open wide-eyes relate to the character of the woman. In this case, she is also seductive.

The product that is being advertised is Burger (specifically on hot-dog).  It’s a hot frankfurter served in a long, soft roll and typically topped with various condiments. It’s usually served in hot conditions. It’s used to express delight or enthusiastic approval.

Burger (in this case hot-dog) has materialist interpretation. It describes the costumer’s meal from the high class/ high status. Only middle and upper class can buy this kind of food. There’s also the hegemony that creating system where one group (group of ‘other products’ of burger costumer) is dominated by another (group of burger king costumer). A reference to the emotional bond that women feel with food. It is implied that if a woman eats this hot dog that is long bread, she will literally unwind by eating it, and her mind will relax as well.

Women are socialized and expected to suppress their anger and so to release the anger in a “her blow-job eating” way, so they eat. It gives special importance to food and makes it appear as a vehicle in which love can be displayed and offered. It also describes what to think about burger king, what to believe about it, and how our life should be (eating burger frequently).

Then, there is a big caption “It’ll blow your mind away”. It refers to the burger. Will refers to Intend, desire, or wish (something) to happen. Blow refers to the Move creating an air current, which is a powerful stroke with a hand/ thing. Your refers to belonging to or associated with the person or people that the speaker is addressing. Mind refers to the element of a person that enables them to be aware of the world and their experiences, to think, and to fee. Away refers to a distance from a particular place or thing. So, ‘blow your mind away’ means that it was shocking, surprising, or overwhelming to your mind.

The caption on logo “It just tastes better” means compared with other burger in US (Five Guys burger, In-N-Out Burger, and Wendy’s burger), this product is better than those burgers. Based on my experience when I lived in Oregon, US for one term, this product was the rival of Mc.Donald burger.

Economic package offering (on the bottom-right corner) is kind of big deal and reasonable price. Having only $6.25, the costumer will get great meal in one special package (including coke and French fries).

Marxism in US deals with consumerism. By having high salary, it creates high interest. That is a social and economic order that encourages the purchase of goods and services in ever-greater amounts. As we know that Marx talks about society and economy (consumerist society).

This advertisement maintains difference feminism and Marxism, that women are different biologically, socially, and they way they consume foods. Therefore their tastes in food would be disparate as well.

***************

 

Feminist and Marxist perspective on advertisement ’Hindware’

 Gambar

 Analysis:

Again, I can say that females are more dominant than males. There are some reasons why I can say like that. Why must the woman appear on that advertisement? From here, I can extract a powerful message that holds some relevant social statement about women, their bodies and their roles in society. I give my opinion based on the feminist and Marxist perspective. In this advertisement, I relate those perspectives with Indian cultures. This advertisement appeared on the End of Year Edition of TIME Magazine in India, Dec2012-Jan2013 with the Headline Person of The Year.

Dealing with the image of Photograph Why must the woman appear as the Model? As I know, image is a particular way of standing or sitting, usually adopted for effect or in order to be photographed, painted, or drawn. Photograph consists of lines, surfaces, and shades. I’ll focus here, on lines (vertical, horizontal, curves). Then, the next question is why must beautiful woman appear on this advertisement? How about the ugly woman?. As we know thatBeauty is a promise of happiness (Stendhal). Beauty is always a double compositions; the eternal (the soul, and variable of its body), and relative circumstantial element (amusing, enticing, appetizing).

What does the red-lips describe about?. To answer this question is not easy. Red lips might support the beauty of a woman. They’re not just a normal lips, but lips covered by red color of lipstick. Why her mouth is closed? Close mouth describes calm, but aggressive. It also supports of woman’s desire solemnly.

 Do women wear earrings for attention? or Do they wear them because they have been taught to wear them and give it no thought – for it is the thing for women to do? In this case, woman should adorn themselves in respectable apparel.

 What is the function of wearing necklace for woman?. We are all know that Necklace is a beautiful adornment. It is an instinctive passion for humans to search for beauty. Wearing necklace can enhance a woman’s appearance and inspire her charm; wearing beautiful necklace makes people feel prettier (especially for woman), thus making people look confident and thus more attractive. Besides, necklace has the potential of drawing eyes to or away from certain part of the body. some people wear necklaces is their belief in certain necklace (style, color, materials; gold, silver, bronze). People (esp. women) wear necklace for the sake of love. Necklaces are often sent to certain person as a romantic gift, conveying a message of love. A girl will be more pleased to wear a necklace sent by her boyfriend, for it is symbolic and means a lot to her. In this kind of occasion, necklace is a carrier as well as a witness of love.

 Why don’t we call it an armlet or wristlet? There was a Latin word armus and an Old English word earm, both of which referred to the upper limb of a human body. These, however, related originally to the human ability to make things and are a part of the development of the word art. Another Latin word, brachiale, which means belonging to the arm, became Old French bracel. The diminutive of bracel is bracelet. People now call it as an ornamental band, hoop, or chain worn on the wrist or arm

Why did she ignore the lens? Is that way natural?. Open wide-eyes describe the act of seriousness about something faced by.  In this case, the open wide-eyes relate to the character of the woman. She’s on fire. She’s trying to tease us (as costumers). The model combines her eyes with her body movement.

Is there any correlation between the model and bath tools?. The body shape of the model (which are consist of some angels, curved, lines) can be correlated with the shape of Bath tools and shower which are curves, vertical lines, and horizontal lines. Bath tools are Wash Basins, Water Closets (WC), Cisterns, Products For Differently abled, Bidets, Kids Series, Urinals, Sinks, etc.

What does the caption “Design to Desire” mean? why must the woman appear as the model for the advertisement of Urinal products? . The image of woman is based on the assumption that it is normal for the woman treated as the object to people satisfaction (especially for men). The products are presented to the people who want high appetite/ desire about the important tools in their life. They will feel comfortable in their life when using their favorite products as they wish.  Design refers to A plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is built or made. As a verb the word ‘desire’ can be described as Decide upon the look and functioning of (a building, garment, or other object), typically by making a detailed drawing of it. To refers to Expressing motion in the direction of (a particular location). As an adverb ‘to’ means So as to be closed or nearly closed. Desire refers to a strong feeling of wanting to have something or wishing for something to happen. Desire is important because it is the only reasons for action that exist. It is the only entities we have so far discovered that motivate agents to make or keep true some set of propositions.

Indians believe that objects have symbolic meanings at three levels, aesthetic, functional and spiritual. In contrast, the Western notion of the objective world extends to its aesthetic and functional dimensions only. What is significant about the Indian experience is the spiritual coloring that is readily accorded to material objects.

India is multilingual, many major languages and some non-comparable scripts. For consumer researchers and practitioners, multi-lingualism presents some challenging issues of translation, semantic representation in advertising and package design. Even for consumers, the different meanings create problems of comprehension.

Marxism in India deals with consumerism. That is a social and economic order that encourages the purchase of goods and services in ever-greater amounts.

Marx talks about society and economy (in consumerist society). By having high salary, it creates high interest.  Based on my opinions, In India, there are some Specific Factors That Account for Indian Consumerism. The first is the development of middle class, its changing values and consumer demand. Then, Changing women’s roles, their labor participation and the changing structure of the family. Besides, Rising consumer aspirations and expectations across many segments of the population. More than that, Increased consumer spending on luxury items. Next, Media sophistication and familiarity with English language among media people and a wide segment of the population. There are High degree of consumer awareness and sophistication across different segments.

I think, only the people from middle and high class can design their bathroom using those tools. Because those tools are very expensive to get.

 

***************

Tinggalkan Balasan

Isikan data di bawah atau klik salah satu ikon untuk log in:

Logo WordPress.com

You are commenting using your WordPress.com account. Logout /  Ubah )

Foto Google

You are commenting using your Google account. Logout /  Ubah )

Gambar Twitter

You are commenting using your Twitter account. Logout /  Ubah )

Foto Facebook

You are commenting using your Facebook account. Logout /  Ubah )

Connecting to %s