The following advertisement for BMW incorporates sexual visual imagery without placing much emphasis on the product itself. The signifiers for this advertisement include an almost naked man and woman in bed, a magazine featuring a picture of a red BMW
Feminism - BMW
The following advertisement for BMW incorporates sexual visual imagery without placing much emphasis on the product itself. The signifiers for this advertisement include an almost naked man and woman in bed, a magazine featuring a picture of a red BMW, a room with a curtain and blank wall, and lastly the tag line “the ultimate attraction.”
At first glance, one can see that the target audience is to those few men who can “afford” to get a hot woman. The advertisement shows a woman figure with the head of a BMW car, under a man. This ad is very feministic, in which it refers to the woman as the other. One can interpret the ad as displaying the woman as more of a tool where we see that she has no face. This representation dehumanizes the women by taking her identity from her and replacing it with a car. The fact that he is having sexual intercourse with a magazine cover on a woman is also demeaning and degrading. The woman symbolizes a luxurious item where the car has the same feel as a woman. The woman is grasping the man by his neck and pulling him towards the car, as though they are about to kiss. This gesture represents that a man driving a BMW, would have the same feel and pleasure of being with a woman. The fact that women are just tools, only used when needed and to flaunt is depicted through the advertisement.
