This is an ad for Jim Bean Bourbon. I argue that it targets straight men. The first thing that I noticed was the woman that they had speaking. She is white and thin, therefore, what I and most would call conventionally attractive. Like Kilbourne mentioned in her presentation “Killing Us Softly 4” this image is one that is used over and over again, and perpetuated as the highest standard of beauty. The woman is wearing something revealing, her cleavage obvious. The commercial is clearly selling sex.
The content of the advertisement surprised me, though. She says she prefers women to men. She doesn’t call herself a lesbian (the word itself would be a deterrent to straight men), but she toys with the concept of having always been “fascinated” by women . She introduces us to her “girlfriend” (who is also thin and white). The two sit close to each other, touching. However, both women maintain eye contact with the camera, instead of looking at each other, as if they are trying to entice any onlookers. This portrayal of women only being sexually attracted to each other in order to turn on a male is commonplace and often used to sell products.
Citations: Jean Kilbourne, “Killing Us Softly 4” (2010)