Sexual Advertising Essay

893 words - 4 pages

Analyzing Advertisements
Advertising today has drastically changed from what it was a century ago. With the rise of social media, companies and advertising agencies must adapt to new technologies in order appeal to the public. A successful and efficient advertisement creates a desire in the target audience and also provides information on how to fulfill that desire and makes the potential customer feel good about doing so. In the Budweiser Budvar magazine advertisement, there is an attractive young woman glancing over to the camera with text under her saying “When the average Czech girl looks like this; who the hell needs alcohol”. The Budweiser Budvar advertisement uses three major points ...view middle of the document...

Her hair is pushed back to show more skin in the line of sight of the viewer. She is also sitting with her legs crossed and wearing simple jewelry; that adds to her personality and provides a more casual feel to her aura. The written element of the advertisement even boasts about the attractiveness of all Czech women by labeling the woman in focus, ‘average’. Availability is also depicted in this scene because the picture shows that she is, to the best of our knowledge, sitting alone with a single cup of coffee, providing the viewer with a chance of being able to interact with her without having to interact with her friends, boyfriend, or husband because she is sitting alone (and also not wearing a ring). To the left of her and slightly out of focus, there is also another woman donning a sleeveless shirt as well, almost identical to her in the next table. There are no men depicted in this picture except for the presumed consumer looking at the advertisement. “A man's presence suggests what he is capable of doing to you or for you. By contrast, a woman's presence . . . defines what can and cannot be done to her.” (Berger, 45).
This advertisement is solely for Budweiser Budvar, a non-alcoholic beer. Instead of using an environment like a bar or night club, a coffee shop is purposely chosen as the location of this shot. The woman drinking coffee is the equivalent of the consumer drinking the non-alcoholic beer. Because the setting of the advertisement is in a coffee shop, it is known that both the woman and the viewer are sober in their interaction and that alcohol is not necessary to facilitate a social space. Another element that separates this from...

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