Ok, so this is the last post I’m going to do in regards to print ads displaying food, gender, and sexuality. I chose this particular ad because it depicts two bodies which give a blatant sexual connotation to the product, much like the ad found in the “Rump or Ass?” post.
In this particular print ad, Añejo Tequila is being targeted towards the consumer. As seen in the ad, you can see that there is a suggestive image of a woman on the bed with her dress showing a lot of skin. On the other side of the ad is a man who is completely naked. Due to the symbolism in the ad, we can see that the bottle of tequila is a phallic symbol of a man’s erect penis. Another important part of the ad is the text that says “Extra Añejo for an extra long night” (Sharpe). Through all the suggestive material in the ad, you can assume that the two people in the ad are going to have sex because they drank this tequila.
However, once again there are many implications to this ad.
1) Due to the fact that these two people figures do not have faces and are completely reduced down to bodies…..aka objectification. Nowadays we hear about the objectification of women all the time, but in this instance we can also see the objectification of a man which is also problematic.
2) This type of ad creates a negative relationship to food. What I mean by this is that the ad tells the consumers that if they are planning on having an extra long night (meaning if they are planning on having sex that night), then they should drink their tequila. Let’s think about what this implies for a moment. It is telling us that we should always drink alcohol of some sort if we are planning on having sex, which is not the type of relationship people should be having with food, especially alcohol. Sure, alcohol might be able to give some people confidence and put them in the mood, but that is only in moderation and is partially psychological. Due to the fact that this ad says that people should drink and have sex, that is a problem in itself. It doesn’t reflect on the issue between the consumption of alcohol and sex. Alcohol can affect people in many ways and can blur the lines of consent, which is really problematic.
Sharpe, Gwen. “Non-Subtle Sex in Advertising (NSFW).” The Society Pages . W.W Norton & Company, Inc., 27 Jun 2008. Web. 18 Apr 2012. <http://thesocietypages.org/socimages/2008/06/27/non-subtle-sex-in-advertising/>.