If Women’s Roles in Ads Were Played by Men by Glenna Finton

    The video, “If Women’s Roles in Ads Were Played by Men”, was found on BuzzFeed’s YouTube page. BuzzFeed is a social news and entertainment company founded in 2006. Since its creation, it has grown into a global media and technology company covering a variety of topics ranging from funny baby animals to in depth analyses of the American economy. The company has a massive following due to their large daily output of material and their relatable content. BuzzFeed is reviving the medium of social media with its original content and viral posts.

     The video, “If Women’s Roles in Ads Were Played by Men”, explores role reversal in advertisements. Usually, the woman is portrayed as inferior, vying for male attention. An example of this is the Doritos commercial. The woman is competing against a football game for the attention of her significant other and decides to cover her naked body in Doritos to get the attention. Other times, she is alone. In a Carl’s Jr. advertisement, the model is alone and posing provocatively, nearly naked. This gives the male viewer a sense of power, as learned about with the gaze. The third commercial in the video is the infamous GoDaddy ad with Bar Refaeli and Danica Patrick. This commercial portrays the “hot girl nerdy guy” trope.
     If the commercials were role reversed, they would tell a different story. A man would never be portrayed as competing for the attention of his girlfriend while she’s watching a football game. In fact, a woman is rarely shown watching any kind of sporting event on television. A man would never be alone on a beach sexualizing a burger in a swimsuit. It is humorous to think of those images. So why is it that women are portrayed in such an inferior and sexualized manner? It is the way the advertising has been for decades because “sex sells” and these commercials make the man feel powerful. It gives off the idea that men are valued more as people in society, whereas women are valued for their bodies and beauty not as a whole person.

Dove Advertisement-Curvy Women (by Jamiko Larson)

The Dove advertisement shows six women standing next to each other in white panties and a white bra with no make up and no jewelry. Each woman in the image is of a different nationality, and they all have different body types. Some of the women hold a thin figure, others have some curves with small and/or big breasts. The first three women are tall and more or less the same height while the last three women are average and the same height.They all hold an upright pose that is different from the next women. The majority of them is standing with their legs crossed, two of the womens legs are straight with their hips somewhat tilted downward, and one woman standing with her legs apart. Their hands are either on their hips, thigh, or touching the shoulder of the women next to them. Each woman is posing different, but all are facing the camera with a smile. Their hair is natural, some have long curly hair, other have chin to shoulder length hair that is brown, black, or blonde. Next to the women is a slogan that states " Now Dove Firming. As tested on real curves," and under that are three Dove products.

The bodies of the women in the Dove advertisement can be interpreted as women who are diverse, have confidence and are comfortable with who they are and how they look. They all have typical female poses, but aren't as sexual, submissive or provocative as other advertisements such as Victoria Secret. Each woman in the advertisement has a different body type, shape, and aren't as thin as a stick. The theme that Dove is trying to convey is that it's okay and healthy to have curves, and being super thin can be harmful to the body and mind.This shows the viewer, especially young women and men that all shapes and sizes in our society are and should be acceptable. Women and girls don't need to be thin, dress provocative, or need makeup and jewelry to make them feel happy, beautiful and strong. They aren't giving a seductive gaze, bending over, or lying down with their legs spread wide open conveying the wrong message. They look strong, playful and truly happy giving them the confidence they should have and feel.

Japanese Tattoo – Irezumi (by Reiko Kobayashi)

Tattooing has been getting popular among the young population in Japan. There are various kinds of Tattoo such as flowers, letters, animals and Chinese characters. Each design has a different meaning; Butterflies symbolizes a metamorphosis, beauty, rebirth and change. Cherries mean the fertility and desire. One popular kind of Japanese traditional Tattoo is called Irezumi and it has a long history. It is considered that the design of this clay dolls’ surface represents Irezumi, which were created 500 B.C.E. In mid-Edo era around 1750, Irezumi was widely spreading its popularity in different occupations and with different purposes. The express-messengers and firemen in this era that were barely clothed and had Irezumi on their back or arms to flaunt their strength and courage. Irezumi in this period can be seen in the famous old pictures like Yankin by Utagawa Kuniyoshi who is one of the most famous Ukiyoe painters. 

One of the most popular designs at this time and still now is the image of dragons. In Japan, there is a famous legend about dragon: Long time ago a village was suffering from severe drought for many months One day they got together and prayed for rain, and a huge dragon showed up to the sky. It brought many clouds and made it rain. Since then, dragon has been worshiped as a god. The image of dragon in tattoos symbolizes authority, power and courage. 

In Japan, Irezumi has been tabooed for a long time since it traditionally was a symbol of outlaws called Yakuza. People tattooed were not allowed to go swimming in public pools or enjoy hot springs where tattoos were seen. This tradition still remains all over Japan but Irezumi has been carried from generation to generation with high quality. The traditional hatred toward Irezumi added another meaning of dragon tattoo, hidden strong will. People such as express-messengers and firemen back in Edo era flaunted their power by showing their Irezumi. On the other hand, people tattooed usually hide their tattoo. They endure the great pain when they get tattooed and it cannot be showed off to people in public. The environment surrounding Irezumi have sanctified Irezumi. 

Recently tattooing is considered as a kind of fashion; however each design has a meaning. So does dragon tattoo. Mostly people tend to have tattooed dragon on their whole back. It shows the dynamism and uplifting feeling. The face of dragon comes on the center and its body is balanced on both sides. It symbolizes that they reveal they have power or courage or confidence. It also indicates that they have protection on their back by having dragon tattoo. Right arm to breast are another popular part of having dragon tattoo. The dragon opens its mouth and shows fangs being ready to fight. The head come to just on top of the breast. It represents that dragon protects person’s heart from enemies or bales. In addition to that, having tattoo close to the heart shows the closeness, intimacy, partnership, and trust with tattooed dragon. Irezumi have enabled people to possess religious belief in their bodies as visualized image. Tattooing has been tabooed in Japan for a long time; however, that fact nurtured tattooing as worship.

Corporate Head Sculpture (by Terry Allen and Phillip Levine)

Corporate head Sculpture created by Terry Allen and Phillip Levine is a man hiding his head inside the building wall. The building is called Ernst and Young is located in downtown Los Angeles. The man is holding a suitcase and well dressed with a suit as a professional style. It is a typical dressing on downtown Los Angeles if you work in the office. The sculpture is colored grey and hardly shows any light colors that lightness the sculpture. The only light color is the wall. The color grey declares the darkness of corporate American which is difficult when the company shrinks the opportunities from their employers. Like to eliminate the health plans or not to increase their employer’s wage. That could make the employer stressful and making sacrifices among family time for the job. For example, the employer might spent less time or not paying attention to the family because he or she needs enough money to support the family.

             Therefore, the sculpture shows shame and stress by the way the head is hiding on the wall. There is no actual face to see the person expression and emotions. But, the posture that has about sixty degree shows nothing about happiness or excitement. His body position has a weak stand like sick person without a sign of health. The man seems not wanting to work on the office. It might be a hard job with very few benefits and freedom. Apparently, that’s the only choice they might have to work in that place. Probably being stress from a rough traffic since in the Los Angeles is well populated area. Almost everyone owns a car.

Triton(by Salvador Becerra)

Triton by Manuelita Brown

            In the University of California San Diego, there are many wonderful sculptures such as the Bear by Tim Hawkinson. In 2008, the school revealed to the public a 750-pound bronze sculpture of the campus’ school mascot, the Triton by Artist Manuelita Brown. UCSD’s Triton floats self-importantly while holding his pitch fork and conch shell. It is located at the bottom of the steps at the Price Center East where students socialize, eat and do homework. Looking confident, the three-dimensional bronze sculpture is an important part of the school’s campus. Triton is known as the trumpeter of the deep sea and the son of Poseidon, god of the sea. He is a merman who has a toned muscular body of a human and a tail of a fish. He always carries his three ponged spear and his conch shell which he blows like a trumpet to control and calm the sea.

            Being the University of California San Diego mascot and the son of the god of the sea, Poseidon, it is expected for Triton to have masculinity characteristics or physical attributes due to the fact that he has to command and control the sea. The body addresses the ideas about the essence of humanity and cultural ideals. For example, the arms symbolize the ability to love, give, take, and defend. Little details of the arm such as muscle can determine the symbolic meaning. A person with muscular biceps has strength to love, give, take, and defend someone or something. Relating to the Triton, his muscular arms give him the strength to defend the sea. In artwork, arms give the viewer’s something to observe then interpret.     

Axe Body Spray (By: Josey Avina)

An advertisement on Axe body spray says, “Spray More Get More the Axe Effect.” This advertisement is opposing if you buy their product all females will be coming after you like wild animals. In the advertisement, the female's stance is like a wild animal. Her teeth are showing as for showing aggression probably towards the male.

There are rabbits next to the female a way of showing cuteness or comforting with the female. The woman is not even fully dressed she is in a bikini. Her hair is a hot mess. The overall meaning in this Axe commercial is if you spray, you can have any girl you want. This gives the male more confidence when being around women, so they think. Our contemporary culture has not changed a lot it is still the same when trying to sell a specific product and how to sell it.

This product is selling to males by making them think they will get more girls when they spray. The business sells an item by how they advertise. Knowing what they need to put on their commercial in order to get a genders attention. The view of the body is more sexism. The women have a lot less clothing when in a commercial to get the males attention vise versa.

FaceTime (by P.Nasry)

FaceTime

            Every person has dreamed of being in the spotlight or a celebrity at least once in his or her life, and where better then in (the movie capital), Hollywood, CA. Stardom and allure for just a moment is what this interactive, mirror shaped, sculpture, FaceTime, by Steve Appleton provides to its gazers. This aluminum built sculpture, which is located on Sunset & Vine offers you with an opportunity to become part of the sculpture. It does this by taking a snapshot of your face, and displaying it for all to see, either on the sculpture, or on the 70-foot wall that stands behind it. The idea of a “head shot” is created for a person by it contributing them in an audition to its local viewers. It is able to display the snapshot of a persons face by its camera, which then sends your image to its projectors located on the pedestrian bridge above or directly behind the actual sculpture.

            To have created and placed FaceTime in the city where the entire world dreams of becoming famous, says much about its context. It creates a sense of imagination and innovates an individual feeling of fame. It also gives the many viewers surrounding this artwork, the power to look at who is being displayed. With this power of knowing that they cannot be seen back by the self-portrait on the wall, it gives them a one sided gaze. However the one being displayed may imagine his or her self-being famous and creates a feeling of excitement. There is a real want for this in our human nature because of the desire to be wanted, however maybe just a few moments of recognition would be enough to satisfy our longings, and this sculpture may give you just that.