This website uses cookies to ensure you have the best experience. Learn more

The True Merchandise Essay

1000 words - 4 pages

We are constantly being bombarded with media messages about what to buy, what to think, the new trends and latest style. However, these advertisements not only sell us products but they also sell us ideas. These ideas influence how we think about the world, and how we construct decisions. Everyday advertisers will make contemplative decisions on what visuals, texts and sounds best represent a product. Most advertisements are designed to reach a specific audience- defined by age, gender, class, interests and other factors. By deconstructing a media message, it becomes more apparent as to who created the message and who is intended to receive it. Through deconstruction a media message can be exposed; showing the values and biases of the media makers and uncover underlying powerful messages. Sony Ericsson, a multinational mobile phone manufacturing company, has used various techniques to display their new product, the C905 Cybershot, a high quality camera phone. Techniques which connote numerous discourse, like class, sex appeal, chauvinism and sexual power.
Through analysis of this advertisement it is evident that these aforementioned discourses are presented. At first glance, the advertisement appears to promote the new Sony C905 Cybershot’s quality, however, upon further analysis it becomes evident that the main purpose of this ad is overshadowed by the chauvinistic insulting metaphor for sex appeal, power and chauvinism.
The Sony Ericsson’s Cybershot phone advertisement appeared in the December issue of FHM. FHM is an acronym for “For Him Magazine”. Discovering this, one wonders if there is a connection between the advertisements image and the magazine it appeared in. The marketing director, David Hilton, chose to represent Sony Ericsson’s newest addition with a photograph of a nearly exposed woman possessing the phone close to her body. The model’s eyes hidden and lips perked. From the images presented, this ad suggests that by discovering this phone popularity amongst women is created. The advertisement states “This whole page was shot on the mobile itself.” One may interpret this as a metaphor for woman willing to be photographed nearly naked using this phone. By advertising an ad possessing a barely clothed woman eyes covered with a promiscuous expression, in a men’s magazine, promotes sexual appeal. As signifiers the facial expression, and body position connotes a sexual desire. The advertiser’s use of the image of the “picture perfect” woman tends to stereotype women and be bias towards men.
The main focus of this advertisement is a young, white, thin barely clothed woman. Notice the woman’s eyes are not photographed, only her glowing body in a brassiere. This final decision by the marketers to capture an image like this perpetuates gender identity stereotypes. Culture determines gender roles and what is masculine or feminine calling them stereotypes. Stereotypically, women are often expected to be passive and submissive. By...

Find Another Essay On The True Merchandise

Truth - Albert North Whitehead Essay

632 words - 3 pages Whitehead depicts, "half-truths". Magazines are constantly displaying gossip reports about various celebrities. Television advertisements present merchandise in enhanced manners to appeal to the audience. Newspapers contain different articles regarding controversial events that occur throughout the world. However, how much of this information can truly be trusted and how much is simply "true" from the author's perspective. Concerning the media, Albert

com155 final Essay

1167 words - 5 pages shopping have striking similarities, they also have significant differences that appeal to and attract consumers. Brick and mortar and internet shopping seemingly mirror each other. Two features that online and B&M share the types of merchandise for sale, and entities that one can trust who have well established reputations. Online shops offer a multitude of merchandise. Amazon.com for instance has over 3.6 million items to choose from

Equality: Beware fo the Disney Princesses

1763 words - 7 pages even pink house paint (Smith). Although the princess merchandise, featuring primarily the original princesses of Belle, Jasmine, Ariel, Snow White, and Sleeping Beauty, is often perceived positively as being an essential part of a girl’s childhood, the commercialization of the Disney Princesses is in fact a detriment to the American society’s movement towards gender and racial equality. Feminism in today’s society holds true that women are

Hiring Based Solely on Image

818 words - 4 pages on image is purely because of money. For example, Apple most likely does not care about the employees appearance, as long as the person is knowledgeable on the merchandise but at Hooters, the employees must be females and have certain attributes regarding one’s appearance. The company’s intentions are to raise the most money while staying within the boundaries of company policies, however, there are some accidental results that are not purposely

E-Commerce Security

1515 words - 6 pages website. Merchandise that has adult content must be sold with the legal amount of information that Amazon.com has to give to consumers. Warranties that are sold by Amazon.com have to be legally binding, have disclaimers where they apply and written well for consumers to understand while making purchases online. The terms of agreement for the sale of merchandise through this website have to be offered to customers so that they have a good

Wal-Mart: The Real Identity

1305 words - 5 pages customers do not want inflation of price to occur due to the infamous “rollback” scheme. At first glance, Wal-Mart's "rollback" pricing scheme seems appealing however, while the strategy drew in some shoppers with lower prices on select items, it was combined with a rise in prices on many other goods. This is severely aggravating for all customers who embraced Wal-Mart for its "everyday" low prices on all merchandise. This is a prime example

kraft food inc 2009 generic strategies

1693 words - 7 pages performance is the ultimate, desired goal of a firm; competitive advantage becomes the foundation. It gives firms the ability to stay ahead of present or potential competition and ensure market leadership.Developing Sustainable Competitive AdvantagesCustomer Loyalty: Customers must be committed to buying merchandise and services from a particular retailer. This can be accomplished through retail branding, positioning, and loyalty programs. A

Red Lodge, Montana

1733 words - 7 pages the winter, as sidewalks are kept clear of snow and ice providing for the easy travel of tourists as they move from shop to shop. The efforts to maintain a beautiful city are not however in vain. There is a constant flow of people for even on the slow days, tourists still are visible as they move about outside along the street and shopping in stores where they exchange their money for merchandise. Stores are not overcrowded, but there is always

Urban Legends on the Web

1197 words - 5 pages gullible friend has received an e-mail chain letter. They are virtually inescapable. So how do we know whether the information presented in the chain letter is true? Look it up on about.com's netlore section. Every imaginable chain letter and Internet hoax is listed. About.com discusses the ever-present "clothing store" chain letters in which the reader is encouraged to send the e-mail to everyone s/he knows in order to receive free merchandise. There

Tierra del Fuego

985 words - 4 pages beautiful, transcendent seascapes all draw people to the water. As well as being the southernmost national park of Argentina, it is also the only coastal national park. The small, nearby town of Ushuaia is very lovely, with a wharf containing old navy ships. The town has grown fairly topsy-turvy, so it is compelling to study the areas planning--or rather, lack thereof. There is much imported merchandise, because a few years ago, there was import

Persuasion in the market: C.V.S/Pharmacy store

1529 words - 7 pages Persuasion has always played an intricate role, in many ways, when it comes to promotion of a Fortune 500 companies like C.V.S. corporation. With the largest pharmacy chain of over 7400 stores in United States; no wonder they are at the top five largest pharmacies in the United States based on revenue generated from prescription only. However it's not only prescription is sold in stores; there are assortment of general merchandise

Similar Essays

Analysis Of The Inditex Company (Zara)

2565 words - 11 pages patterns of customers have been this way due to the popularity of fast fashion. ​This company uses cost-benefit analysis when making a decision on whether or not to open a new store somewhere else around the world. They need to figure out if the benefit will exceed the costs. A huge factor they must consider is the shipping of the merchandise from their factories and logistics center in Europe to the stores and distribution centers. Inditex

The Trouble With Wet Seal {Introduction, History Of The Retailer,Identify A Problem, Make A Plan Of Action, And Then Find Ways To Implement Your Plan, And Conclusion}

1316 words - 5 pages Introduction/ThesisWet Seal prides their merchandise as being "first, fresh, fun, and definitely fun". Although that saying once held true, today Wet Seal's sales are quickly declining. Though this could be due to a number of reasons, one of the most imperative causes is the failing to understand exactly who their target customer is. It seemed they had jumped on every fashion that seemed to be remotely popular too hastily and had too much of it

Twilight Merchandise Essay

2283 words - 9 pages business didn’t start selling Twilight merchandise as early as Hot Topic but it still became one of the most famous locations for twilight fans. Perhaps Nordstrom is famous because they handed out 6,000 advance screening passes for New Moon, the second installment of the Twilight Saga to fans who bought merchandise over $50 (Seattle Times). With an opportunity like that there’s no way a Twilight fan would pass up on it. True Twihards camp out in front

Money And Banking The Effect On The Poor

598 words - 2 pages all of their equity.Cash America charges an average interest rate of around 200% on its pawn loans. At Rent-A-Center and other rent-to-own stores, customers typically pay $1000 or $1200 in rental payments to buy a $300 TV. Many will pay a few hundred dollars, and then fall behind and lose their merchandise - and every cent they've paid. By the rent-to--own industry's own statistics, custumers only have a one in five to one in four chance of ending