SEX IN ADVERTISEMENTBy Declan Rothwell

SKYY Vodka

CODES AND CONVENTIONS: SKYY VODKA In this advertisement, the product being sols is the new cherry

flavour for SKYY Infusions. The target audience for this advertisement is people whom are of

age to drink alcohol, but more specifically young men that drink vodka.

The message of the advertisement is, that if you drink SKYY Vodka, then you will have the women in the advertisement. This message however is subliminal, and not clear to the audience.

I disagree with the message because drinking a certain brand of vodka isn’t going to get you a girl.

The women in the add are being portrayed in a sexual manner as their faces are close together and each have a seductive look amongst them.

Old Spice

CODES AND CONVENTIONS: OLD SPICE The product being sold by the ad is the new fragrance of body wash from Old

Spice. The targeted audience for this ad is men in their late teen and 20’s, who wish to

be more “manly” or to women who wish their boyfriend or husband were more manly.

There is an obvious message that if you use this body wash from Old Spice you will be a real man.

I disagree with this message because it is not the smell of a man that makes him manly.

Human sexuality is being appealed to physical and biological. Females appeal to the text because there is a shirtless man holding the product, and males are attracted to the product because it says it’ll make them more manly.

This ad is neither a positive or negative portrayal of sexuality as it does not give any harmful messages yet there is no reason to have put a male in a sexualized manner.

Dolce & Gabbana

CODES AND CONVENTIONS: DOLCE & GABBANA The woman is sitting on a rock be grasp by the man. The man is sitting behind the woman grasping her with one arm around the torso. The woman is in the foreground and the man is in the background. The juxtaposition gives the message that if you wear the new Dolce & Gabbana

you will get a romantic getaway with a beautiful woman. The man and woman are placed behind the picture of the product. Since the

couple catches the viewers attentions the viewer quickly sees the product. Neither the man or woman are active in this ad. I receive the message that wearing this fragrance will enhance your chances of

landing a beautiful woman. In this ad it seems as though the man has the power because he is behind the

woman grasping her. This ad could be seen as a negative portrayal of a relationship because the man is

grasping the woman. however

Carlsberg

CODES AND CONVENTIONS: CARLSBERG In this ad the woman and the man are holding a Carlsberg beers, which is the

product being advertised. The man is in the foreground of the ad and the woman is in the background. The juxtaposition shows that the product is for adults with a family, instead of

a couple that goes out and parties. Both the man and woman are placed with a Carlsberg to display the product. Neither the man nor woman are active, they are both sitting down at a dinner

table. There is no one person that is more eroticized than the other. I receive the message that these are two adult whom love each other and

live a happy life. It is not clear whether the man or woman has the power in the relationship. This is a positive representation of relationships and sexuality.

THE END