Bacardi Rum


In Killing Us Softly, Kilbourne talks about women being represented as objects. Here, this woman is being sold. Her image takes up almost the entire page, whereas the actual product takes up only a small space. Also, the logo is stamped onto her back, literally branding her. In addition, her head is cut off. Like Kilbourne discusses, she is being dismembered, which dehumanizes her (Kilbourne). The woman is also positioned away from the camera, and the angle almost makes it seem like she does not know she is being photographed, or watched. This is reminiscent of Berger’s “men act and women appear” (Berger, 38). In this ad, the purpose of the woman is to be looked at by men. She, or rather her body, is being sold.

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