Category Archives: Ad Critique

75-300 words, exclusive of citations, source attributions, and links. Embed or link to a photo or video of the print advertisement/television commercial you are critiquing. Your post should provide a critical assessment of the portrayal of sex, gender, and/or sexual desire (you may include more markers of difference in your analysis when applicable) in a print advertisement or television commercial (embed them or hyperlink them in your post). You must refer to course material to support your argument or use your critique to refute claims made by authors whose work we’ve read in class. Pay attention to setting, props, dialogue or ad copy, subjects, product being advertised, clothing, physical posturing, behavior, and the placement of the ad/commercial in the larger context of the host network or host print publication. What values are being sold or marketed as desirable and to whom? Attempt to identify the target audience of the ad – how does this audience influence your critique of the portrayal of sex, gender, or desire in the ad?

White Empowerment through the New PlayStation

There was a controversial advertisement placed on billboard in the Netherlands that advertised the new PlayStation Portable White. As normal as this advertisement may be in the Netherlands, it was incredibly insulting to others especially in the United States where … Continue reading

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“Becoming a donor is probably your only chance to get inside her”

I came across this ad form 2009 and I was quite shocked to see that women objectification has been used not only to sell products, but even to promote organ donation. We can see that, as usual, the woman in … Continue reading

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Louis Vuitton: L’Invitation au Voyage

https://www.youtube.com/watch?v=0-JgJGU5wXo The Louis Vuitton commercial “L’Invitation au Voyage” employs fantasy and images of beauty to sell the brand. It is not entirely clear what the ad is selling. My best guess is the purse, which only gets a few seconds … Continue reading

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Dr. Pepper Ten Ad Critique

Overall, I think the purpose of this advertisement is to say ‘men can drink this low calorie soda, even though diet sodas are stereotypically associate with women’.  The goal is to take away this gender divide and make it okay … Continue reading

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Cascade Commercial

In “Reconstructed Gender”, Judith Lorber states, “Gender is so pervasive in our society that we assume it is bred in our genes.” Gender expectations and roles are constantly perpetuated in commercials. At first, this commercial seems to be challenging gender … Continue reading

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Battle of the Sexes

http://www.youtube.com/watch?v=KhumeI6wuSA The first thing that came to mind while viewing this commercial was that this is completely sexist. As well as profiling a certain type of behavior for sexes, it muddles the meaning of sex and gender. It assumes the … Continue reading

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American Apparel – Bubblelicious

American Apparel is a brand notorious for its raunchy depictions of barely legal women in revealing clothing, usually undergarments. Their ads appear like some kind of homemade child porn. The women are quite young, barely clothed, and look like they … Continue reading

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A Double-Edged Sword

http://www.styleite.com/media/abercrombie-fitch-shower-kiss/ This Abercrombie & Fitch (A&F) advertisement both challenges and reinforces popular stereotypes of gay males. On the one hand, the ad contradicts the stereotypical, negative, and distorted view that gay males are weak and not interested in sports, such … Continue reading

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D&G

Dolce & Gabbana, a company based on luxury and class, here advertise their product in a way that is invasive to women (http://loveyourbody.nowfoundation.org/images/d&g.jpg). Flipping through fashion magazines, typically those most women buy, one can come across this two-page advertisement. The … Continue reading

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Milk, PMS, and…Men?

This ad was created by the Got Milk foundation, one that is highly respected and that usually promotes positive messages. The main external point of this ad is to inform that “Milk can help reduce the symptoms of PMS”. However, … Continue reading

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