CONSUMER BEHAVIOUR MODULE

Consumer Behaviour Module

Consumer Behaviour Module

Analysis

Ad give a set of social values, they set a standard for what is considered normal, and "portray goals and ideals to be pursued". Our society has uncritically accepted male values and goals without representing the female perspective. The only implied pleasure in the ad is the pleasure of men even though the ad is targeting women.

The woman is to identify herself with the product- the woman and the product are presented with similar characteristics; she and the product are the same size and positioned both at the top of the ad separated from the man. The product and the woman embody the same characteristics: cool, stylish, and a giver of "good head." The audience is made to believe there is no difference between the woman and the product; they are one in the same. She identifies with the product, signifying its existence by looking at it (unlike the man who is looking away from the product). Both the woman and the product are presented as objects that provide "good head." According to adertise, "advertisers seek to create a structure in which statements about objects are transformed into statements about human relationships. In the process, advertisements provide us ëwith a structure' in which we, and those goods, are interchangeable". Since the woman and the object are one in the same, the woman is only as good as the object; therefore, becoming an object herself. She is an object for the sexual gratification of men. "Women's bodies are glorified as sex objects to be used to provide pleasure to men on demand". Saying a woman is an object dehumanizes and devalues her. The woman becomes devoid of perspective and desires. The patriarchy in our society is demonstrated thought this view. When a woman is presented as an object she is treated as an object. Being an object the only value a woman can have is the pleasure or service she is able to give to the man. An object is devoid of emotion, agency, and desire.

When examining the ad: "we give good head," it says nothing about the woman receiving any sexual pleasure. In American society "women have not been encouraged to enjoy their own bodies". According to the essay "Clarence, William, Iron Mike, Tailhook, Senator Packwood, Spur Posse, MagicÖ And Us" in the book Reading Women's Lives, "women's sexual agency, women's sense of entitlement to desire, is drowned out by the incessant humming of male desire [Ö]". The product sells the idea that the woman is not good enough (not valued) on her own and can only be good enough (valued) if she gives good oral sex. The message of the ad is: if you want a man to like you, to want you, to be of value to him you need to "give good head." The way for a woman to become desirable (valued) is to buy the product that can improve her sexual performance. Purchasing the product will enable the woman to give ...