Art Histort
NiKey_96
advertising_2.pdf
A D
V E
R T
IS IN
G
C h
a p
te r
8
P a
rt 2
O b
je c ti
fi c a ti
o n
i n
A d
v e rt
is in
g :
H u
m a n
b e in
g s a
re t
u rn
e d
i n
to
o b
je c ts
t o
b e c
o n
s u
m e d
a lo
n g
w it
h t
h e p
ro d
u c ts
t h
e y a
re a
d v e rt
is in
g
O b
je c
ti fi
c a ti
o n
o f
w o
m e n
i n
a d
v e
rt is
in g
i s
d a n
g e
ro u
s b
e c a u
s e :
! It
i n
fl u
e n
c e s a
tt it
u d
e s &
c o
n c e p
ts a
b o
u t
th e w
a y w
o m
e n
s h
o u
ld b
e t
re a te
d .
! It
a c ts
t o
c o
n tr
ib u
te t
o t
h e c
u lt
u ra
l
c o
n s tr
u c ti
o n
s o
f s e x u
a l d
if fe
re n
c e
! It
o ft
e n
l in
k s v
io le
n c e w
it h
t h
e d
e p
ic ti
o n
.
A m
b e rc
ro m
b ie
& F
it c h
D o
lc e &
G a b
b a n
a re
c re
a te
s a
n 1
8 th
c e n
tu ry
p a in
ti n
g :
th e re
i s a
m o
o d
y a
rc h
it e c tu
ra l
b a c k g
ro u
n d
; th
e c
o lo
rs a
re d
a rk
& m
u te
d ;
th e
a u
s te
re m
a le
m o
d e ls
p o
s e w
it h
o b
je c ts
c e le
b ra
ti n
g th
e s
c ie
n c e , a rt
, a n
d h
is to
ry o
f th
e W
e s te
rn w
o rl
d (b
u s ts
, le
a th
e r-
b o
u n
d b
o o
k s , p
is to
ls , a rm
o r,
te le
s c o
p e s , c h
a li c e s , fi
n e f
u rn
it u
re );
t h
e w
o m
a n
i s
a p
a s s iv
e n
u d
e .
A g
a in
s t
th is
b a c k d
ro p
i s
p ro
p p
e d
a t
h in
,
e m
o ti
o n
le s s w
o m
a n
.
S o
p a le
s h
e s
e e m
s t
o
g lo
w , s h
e c
re a te
s a
s ta
rk c
o n
tr a s t
to t
h e
m e n
b e h
in d
h e r,
w it
h
th e ir
t h
ic k g
a rm
e n
ts
o f
le a th
e r,
d e n
im &
w o
o l.
T h
is a
d d
ri v e s h
o m
e t
h e
n o
ti o
n t
h a t
w o
m e n
a re
o u
t o
f p
la c e i n
t h
e
W e s te
rn h
is to
ri c a l
c o
n te
x t.
T
h e f
ra il ty
o f
h e r
p o
s it
io n
& t
h e
v u
ln e ra
b il it
y o
f h
e r
s h
y
a tt
e m
p t
to c
o v e r
h e rs
e lf
c o
m p
le te
t h
e
s e x is
t n
a tu
re o
f th
e a
d .
A d
v e
rt is
in g
O b
je c
ti fi
c a
ti o
n
R e in
fo rc
e s t
h e i d
e a
th a t
a w
o m
a n
’s
b o
d y i s a
n o
b je
c t,
a t
h in
g t
o b
e
p u
rc h
a s e d
&
o w
n e d
.
A n o th
e r
a d f ro
m C
a lv
in K
le in
…
T h
e i m
a g
e o
f
w o
m e n
i n
a d
v e rt
is in
g i s o
ft e n
v e
ry s
im il a r
to t
h e
o b
je c ti
fi c a ti
o n
o f
w o
m e n
i n
A c a d
e m
ic p
a in
ti n
g .
T h
e A
m e ri
c a n
P s y c h
o lo
g ic
a l
A s s o
c ia
ti o
n d
is c
u s s
e d
th e
“ B
ra tz
” d
o ll s (
a b
o v e )
in i
ts b
ro a d
e r
re p
o rt
o n
t h
e
s e x
u a li z a ti
o n
o f
g ir
ls :
" It
i s w
o rr
is o
m e w
h e
n d
o ll s
d e s ig
n e d
s p
e c if
ic a ll
y f
o r
4 -
to 8
-y e a
r- o
ld s a
re
a s s
o c ia
te d
w it
h a
n o
b je
c ti
fi e d
a d
u lt
s e
x u
a li
ty ."
M e n
a re
a ls
o
o b
je c ti
fi e d
b u
t n
o t
a s
o ft
e n
o r
in t
h e s
a m
e
w a y a
s w
o m
e n
.
V io
le n
c e
S o
m e a
n a ly
s ts
d is
c e rn
a l in
k
b e tw
e e n
e ro
ti c iz
e d
im a g
e s o
f v io
le n
c e
a g
a in
s t
w o
m e n
a n
d t
h e e
s c a la
ti n
g
in c id
e n
c e o
f re
a l-
li fe
r a p
e a
n d
a b
u s e .
D o y
o u t h in
k t h a t im
a g e
s l ik
e t h is
o n e
c o n tr
ib u te
t o a
n e
n v ir o n m
e n t
in w
h ic
h v
io le
n c e a
g a in
s t w
o m
e n
is m
o re
a c c e p ta
b le
?
S o
m e ti
m e s
d e s ig
n e rs
u s e
im a g
e s o
f
v io
le n
c e a
s
d e s ig
n m
o ti
fs :
D io
r
“ B
u ll e t
H o
le ”
A n d s
o m
e ti m
e s , th
e ir d
e s ig
n s r
e c a ll h
o rr
if ic
im a g e s o
u t o f th
e n
e w
s .
G a ll ia
n o
’s “
T o rt
u re
C h ic
” li n e (
m o re
t o f o ll o w
) re
c a ll s i m
a g e s o
f Ir
a q i
to rt
u re
v ic
ti m
s a
t A
b u G
h ra
ib .
Is t h is
c ro
s s in
g a
l in
e ?
A b
u G
h ra
ib t
o rt
u re
v ic
ti m
G a
ll ia
n o
m o
d e
l
E m
a c ia
te d
&
F a c e le
s s :
Is t
h is
a tt
ra c ti
v e ?
H o
w a
b o
u t
th is
?
A fr
ic a
n s
la v e
s
w o
re s
im il a
r m
u z z le
s
in 1
9 th
c e
n tu
ry
A m
e ri
c a
.
S la
v e s w
e re
s o m
e ti m
e s k
e p t
in c
a g
e s ,
to o .
N o ti c e h
o w
t h
e b
ro a d s id
e a
d v e rt
is e s t h e s
a le
o f
p e
o p
le
(t h e s
la v e s )
a lo
n g w
it h m
a n y o
th e r
c o m
m o d
it ie
s : ri c e
,
b o o k s ,
p in
s &
n e e d le
s ,
e tc
.
M e n
a re
n o
t e x e m
p t
fr o
m h
u m
il ia
ti o
n i n
a d
v e rt
is in
g .
R e
m e
m b
e r:
It ’s
a ll a
b o
u t
d e
s ir
e …
.
C ig
a re
tt e
A d
v e
rt is
in g
! O
ft e
n l
in k
s c
ig a
re tt
e s
w it
h f
re e
d o
m ,
a d
v e
n tu
re a
n d
o u
td o
o r
a c
ti v
it ie
s .
! Is
s e
ll in
g a
l if
e s
ty le
… a
m y
th o
lo g
y .
! Is
l im
it e
d i
n i
ts a
c c
e s
s t
o t
h e
m e
d ia
.
In t
h e
1 9
2 0
s ,
M a
rl b
o ro
w a
s f
ir s
t a
d v
e rt
is e
d a
s a
p re
m iu
m c
ig a
re tt
e f
o r
w o
m e
n .
B u
t th
e b
ra n
d n
e v
e r
to o
k h
o ld
, a
n d
b y
th e
1 9
5 0
s c
o n
c e
rn s
o v
e r
th e
c o
n n
e c
ti o
n b
e tw
e e
n s
m o
k in
g a
n d
c a
n c
e r
d ro
v e
m a
n y
s m
o k
e rs
t o
f il
te re
d b
ra n
d s
. P
h il
ip M
o rr
is d
id n
't h
a v
e a
fi lt
e re
d c
ig a
re tt
e ,
s o
i t
s c
ra p
p e
d th
e o
ld c
a m
p a
ig n
i n
f a
v o
r o
f re
- la
u n
c h
in g
M a
rl b
o ro
a s
t h
e c
o m
p a
n y
's f
il te
re d
a lt
e rn
a ti
v e
.
A ft
e r
d e
c id
in g
t o
i n
tr o
d u
c e
f il
te rs
to t
h e
b ra
n d
, M
a rl
b o
ro e
x e
c u
ti v
e s
s ti
ll h
a d
t h
e b
ra n
d 's
fe m
in in
e i
m a
g e
t o
d e
a l
w it
h .
A n
d i
t d
id n
't h
e lp
t h
a t
fi lt
e re
d c
ig a
re tt
e s
w e
re c
o n
s id
e re
d s
o ft
e r
v e
rs io
n s
o f
th e
r e
a l
th in
g ,
c ig
a re
tt e
s f
o r
s is
s ie
s .
M a
rl b
o ro
t u
rn e
d t
o L
e o
B u
rn e
tt 's
a d
v e
rt is
in g
c o
m p
a n
y .
B u
rn e
tt re
c a
ll e
d t
h e
b ra
in s
to rm
in g
s e
s s
io n
i n
w h
ic h
t h
e y
s tu
m b
le d
u p
o n
t h
e ir
i c
o n
.
I s
a id
, “ W
h a
t' s
t h
e m
o s
t m
a s
c u
li n
e s
y m
b o
l y
o u
c a
n t
h in
k o
f? ” A
n d
ri g
h t
o ff
t h
e t
o p
o f
h is
h e
a d
o n
e o
f th
e s
e w
ri te
rs s
p o
k e
u p
a n
d s
a id
a c
o w
b o
y .
A n
d I
s a
id ,
“ T
h a
t' s
f o
r s
u re
.”
T h
e f
ir s
t M
a rl
b o
ro m
e n
w e
re n
't li
m it
e d
t o
c o
w b
o y
s .
T h
e y
w e
re a
ll s
o rt
s o
f ru
g g
e d
i n
d iv
id u
a ls
w h
o s
m o
k e
d t
h e
ir c
ig a
re tt
e s
w h
il e
p e
rf o
rm in
g e
q u
a ll
y m
a n
ly t
a s
k s
, fr
o m
f ix
in g
t h
e ir
c a
rs t
o f
is h
in g
o r
h u
n ti
n g
.
T h
e M
y th
ic P
ro c e
s s
o f
A d
v e rt
is in
g
! L
in k
s a
p ro
d u
c t
to a
p e
rs o
n a
li ty
i n
th e
a d
.
! L
in k
s t
h e
p ro
d u
c t
p e
rs o
n a
li ty
t o
t h
e in
te n
d e
d v
ie w
e r.
! L
in k
s t
h e
p ro
d u
c t
to a
w is
h ,
a d
re a
m ,
a d
e s
ir e
o r
a f
e a
r.
L in
k s a
p ro
d u
c t
to a
p e rs
o n
a li ty
i n
t h
e a
d .
L in
k s t
h e p
ro d
u c t
p e rs
o n
a li
ty t
o t
h e i
n te
n d
e d
v ie
w e
r.
D e
B e
e rs
d ia
m o
n d
a d
c o
p y :
Y o
u r
le ft
h a n
d r
o c k s t
h e c
ra d
le , y o
u r
le ft
h a n
d c
e le
b ra
te s t
h e d
a y y
o u
w e re
m a rr
ie d
,
y o
u r
le ft
h a n
d s
a y s ‘
w e
’, y
o u
r le
ft h
a n
d
s a y s y
o u
’r e t
a k e n
, y o
u r
le ft
h a n
d b
e li e v e s
in s
h in
in g
a rm
o r…
In 2
0 0
3 , D
e B
e e rs
l a u
n c h
e d
i ts
“ R
ig h
t- H
a n
d -R
in g
” c
a m
p a ig
n
ta rg
e ti
n g
w o
m e
n w
it h
e n
o u
g h
m o
n e y t
o i n
d u
lg e
th e
m s e lv
e s i n
f in
e j e w
e lr
y
w it
h o
u t
w a it
in g
f o
r a m
a n
t o
d o
i t.
O n
t h
e o
n e h
a n
d , th
e y i
n s is
t
th a
t w
o m
e n
b e a
u th
o ri
ta ti
v e
in g
e tt
in g
w h
a t
th e y w
a n
t,
re c
o g
n iz
e t
h e i n
d e p
e n
d e n
t
p a
rt s
o f
th e m
s e
lv e s ,
a n
d
c e
le b
ra te
t h
e ir
f e m
in in
it y .
O n
t h
e o
th e r
h a n
d , th
e re
i s t
h e
im p
li c a
ti o
n t
h a t
in o
rd e r
to
c e
le b
ra te
y o
u r
w o
m a n
h o
o d
i n
th is
w a y , y o
u m
u s t
a lr
e a d
y f
it
a c
e rt
a in
s ta
n d
a rd
o f
w o
m a n
.
In s
o m
e o
f th
e a
d v e rt
is e m
e n
ts ,
th e
m o
d e l’ s
w e d
d in
g b
a n
d i
s
d is
p la
y e d
a s h
e r
le ft
h a n
d i
s
fo ld
e d
d e m
u re
ly i n
h e r
la p
o r
re s
ti n
g o
n a
t a b
le .
D e B
e e rs
i s c
le a rl
y d
e fi
n in
g “
w o
m e n
o f
th e
w o
rl d
” t
o m
e a n
r o
m a n
ti c , m
a rr
ie d
, h
e te
ro s e x u
a l m
o th
e rs
w it
h e
n o
u g
h d
is p
o s a b
le i n
c o
m e t
o i n
d u
lg e t
h e m
s e lv
e s i n
d ia
m o
n d
s .
D e B
e e rs
’ s lo
g a n
“ w
o m
e n
o f
th e w
o rl
d , ra
is e y
o u
r
ri g
h t
h a n
d ” r
e v e a ls
i s
C h
ri s ti
a n
& A
m e ri
-
c e n
tr ic
b ia
s :
m a n
y J
e w
s ,
M u
s li m
s &
O rt
h o
d o
x
C h
ri s ti
a n
s w
e a r
w e d
d in
g
b a n
d s o
n t
h e r
ig h
t h
a n
d ,
a s d
o c
it iz
e n
s o
f In
d ia
,
S p
a in
, V
e n
e z u
e la
,
G e rm
a n
y , R
u s s ia
&
m o
s t
o f
E a s te
rn
E u
ro p
e .
A ft
e r
d ig
e s ti
n g
a ll o
f th
is , re
m e m
b e r
th a t
D e B
e e rs
s a y s
th is
a d
c a m
p a ig
n is
m e a n
t to
e m
p o
w e r
w o
m e n
.
W h
a t
d o
y o
u t
h in
k ?
A d
v e
rt is
in g
o ft
e n
l in
k s t
h e p
ro d
u c t
to a
w is
h ,
a d
re a
m ,
a d
e s
ir e o
r a f
e a r.
O ft
e n
t h
e f
e a r
h a s
t o
d o
w it
h b
e in
g s
o c ia
ll y
u n
a c c e p
ta b
le --
in a
w o
rd ,
u n
d e s ir
a b
le .
A d v e rt
is e
rs a
ls o p
la y i n
to
o u r
fi n
a n
c ia
l fe
a rs
.
O u r
fe a rs
o f b e in
g u
n a tt ra
c ti v e …
F e
a rs
o f
b e
in g
u n
d e
s ir
a b
le …
F e
a rs
o f n
o t b
e in
g a
b le
t o
p e
rf o
rm a
s a
m a
n …
F e a r
& A
d v e rt
is in
g
T h in
k a
b o u t it .
W h a t fe
a rs
d o y
o u h
a v e ? (
T ru
s t m
e , y o u a
re n
o t
a lo
n e !)
H o w
d o y
o u d
e a l w
it h y
o u r
fe a rs
?
H o w
d o t h e T
H IN
G S
y o u o
w n h
e lp
y o u d
e a l
w it h t h o s e f e a rs
?
H o w
h a v e a
d s “
ta u g h t y o u ”
th a t b u y in
g t h o s e
th in
g s w
il l h e lp
y o u f e e l b e tt e r
a b o u t y o u rs
e lf ,
m o re
c o n fi d e n t &
m o re
a b le
t o d
e a l w
it h y
o u r
fe a rs
?
C a n y
o u f in
d a
n y a
d s t h a t te
a c h t h e s e l e s s o n s ?
