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Sexist Media Advertising Essay

800 words - 3 pages

Bianca AdamoWednesday September 25th, 2013MDSOB03Mans First Remote Control…A giant diamond ring fitting perfectly on a woman's ring finger, the bride "to-be" is absolutely giddy with excitement as the man revels in happiness and pride in the amazing ring he has just purchased for his new fiancée. That describes the perfect vision of a would-be marriage, this kind of idea of perfection and excitement is what you see in most jewelry advertisements, especially for engagement rings. For Natan Jewelry, they use a completely opposite approach to their ad. Natan uses the prospective males idea of engagement. The first thing that strikes the audience about this advertisement is the boldness of it. The blatant statement that women and men have dissimilar perspectives on marriage. Natan tries to use the Side-by-Side approach by saying, men of the world, we all know what real men want out of marriage, so lets cut the "crap" and let Natan Jewlers be the one to tell you as a confidant or as a buddy the true meaning behind a man proposing to a woman. The idea that Natans engagement rings will be the key to unscrewing your uptight girlfriend and the sickening idea that sex with your girlfriend can be indefinitely bought comes across as some secret that guys would say as a man-to-man joke behind closed doors. The idea that women and men secretly, don't truly see eye to eye when it comes to marriage is unashamedly shown through this ad and we see this demonstrated by the obvious drastic differences between normal jewelry advertisements and Natans. Natan tries to say, those jewelers show what women want and that engagement is about the woman, but Natan shows the "truth" behind a mans reasons for engagement so, "trust us, we know what your thinking." This ad obviously uses Commodity Fetishism by showing women as an object and the object can be required though purchasing Natans product. There is also a hint of scare copy that can be spotted in this ad, the idea that Natans Jewlery can get your girlfriend to have sex with you, and maybe if you don't propose to her with our rings, she might not act the same, you might never get laid, and Natans telling us that getting laid is the only reason for men to propose at all, so...

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