write 500 to 700 words answering the following question:construct a media analysis of an advertisement. use the tools we discusses in the beginning of the semester to critique any ad from any medium, including billboards or specialty ads. Choose any 2 of the 5 areas of analyses to dissect the ad. (ideological, mythical, autobiographical, nonverbal, and production elements)
This is an ad for the new Mercedes-Benz S-class. The main selling point of this ad is that this new vehicle has 8 airbags, which are misogynistically represented by 4 pairs of breasts. It is impossible to know that this is advertising for an automobile without trying to read the super-fine print and doing more research on the company that created the ad. Some versions of this ad did not have any label or logo representing the Mercedes-Benz company at all.
SO... why am I focusing on this particular ad? What am I going to focus on? There are 5 areas of analysis for any medium:
1. ideological: focuses on a worldview - in this case it shows that the ad targets heterosexual males and objectifies women on the same level as cars
2. mythical: focuses on a fantasy-like quality- if you buy this car you will be cushioned by the love, warmth and protection of these women's supple bosoms
3. autobiographical: is my personal point of view - how do I react to this picture
4. nonverbal: anything that is not explicitly said - in this ad, anything that is not written out... so pretty much the entire ad
5. production elements: camera angle, lighting, colors, makeup, effects, etc.
Why am I focusing on this ad?
This particular advertisement is a clear example of a controversial ad, and there are many elements that can be discussed. It can be dissected to be further understood. There are facets of the advertisement that are not immediately obvious - so let's dive in!
What will I focus on?
Autobiographical:
Where are the lovely faces of the women in this ad?? Why are their breasts exposed? Is there a point to this image besides the aesthetically pleasing nature of the plump breasts of these women? I was immediately struck by the obvious sexual appeal of this ad. However, how is this relevant to Mercedes? Wait! There is some sort of heiroglyphic or microscoping cave drawing in the center... could there be intelligent life behind this image?! Whomever thought of this made the connection between the safety features of the added airbags in the new S-class and the sexual appeal, which I'm not sure that I understand or agree with, but it may be an effective selling point. My reaction to this ad, is that it seems inappropriate or completely unrelated to automobiles - there is not even an car visible in the ad. We don't know anything about this vehicle other than that there are 8 airbags, which we are led to believe are similar to the inflated breasts of these women.
Production Elements:
This ad was primarily placed in mens' magazines such as Maxim & GQ. It is clear that the ad is targeting hetersexual males, assuming that they appreciate large breasts and luxury vehicles. The angle of the camera in this shot highlights the round, supple shape of the breasts of the models, while effectively removing any identifying features of these women. There is also no blemish visible on any feature of the women, further supporting media views that perfection is ideal. Also, this ad appeared in magazines for Latinos and African-Americans which showed women with breasts that were of darker skin tones. The lighting in this ad is bright to highlight the roundness of the breasts of these women, and dark to cover any other features.
