"Ways of seeing are culturally imbued codes which are consistent across not only advertising images but other visual images as well such as oil painting and portraiture. This consistency in representation helps define what is “natural” to be seen and enjoyed. Cultural ways of seeing are instrumental in allowing the argument that visual images, especially advertising images, are merely “reflections” of the larger society and its social relations. "
Gender effects how the ad is “decoded”. A man may see this ad below and buy the product for he wants to attract women that look like the model, while women may see the model and feel a pressure to look like the model, because if she does not she will not attract men. In our sexually oriented world this is a very important issue.
Advertisers, or the “encoders” create their ads with a specific image in mind. They want their viewers to view this ad and think exactly what they had planned. One way in doing so is by adding speech/words to the “text” which reduces multiple meanings. In this Axe (or Lynx in the UK) you can see that the use of words on the ad has influenced how the ad is interpreted. Our culture is very sexual and this ad is used to sell their product. In fact the product itself is not even in the ad. There is a small image of the product in the bottom right hand corner. Instead you see an attractive woman’s body (no face), that is “dirty”. This visually appeals to males and they are more likely to buy this shower gel because they want girls that are “dirty” to want them to “wash them”.
People will buy Axe (Lynx) over other shower gels that do not appeal to them sexually. Will this shower gel actually help the men find situations with model girls throwing themselves at the men, probably not, but advertisers use the power of seeing to draw in costumers.
This advertisement is very similar to Haug’s argument that sexuality can be visually attached to almost any product and therefore give the product value. The half dressed girl hardly relates to the men’s body wash, but the visual sight of her in the advertisement creates a bond between a girl in a bathing suit and axe and therefore when picking out a shower gel the image may pop into the buyers head and make them want to buy this product over another. Ultimately the sellers are selling “sex” rather then their product.
Annett Kuhn states that visions of women have culturally been seen as the property of a men. Women in today’s society are objects rather then women. This women in this ad does not even have a face. She is merely a body, and the man who is using this product is able to do what he wants with her. The advertisers let this image stay ambiguous, you are not sure if she is blonde or brunette or if she is asian or Hispanic, etc. instead as the decoder you are able to imagine what you want with her.
Women are used often as sex symbols in advertisements, and whether its beer, cars, gum, jeans or anything the product is able to use the sexuality to sell the product.
I see this photo and I want to grab a bar of soap and brush ;) This photo does draw the attention of men, but when thinking it completely through it does not fit. Isn't LYNX a men's product? And don't men's products have a male odor? Who want's to coat their woman with a male smelling product? I girls that smell pretty, flowery, nice. Not manly. I like the photo and it did draw my attention to find out what was going on here. So even though it is not meant for you to clean the girl with LYNX, it did it's job on catching my gaze so I will look and find out and remember the product. Will I buy it, NO, my wife does all the shopping ;)
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