Visual Analysis free essay sample

I have chosen to make an analysis of gender regarding a particular advertisement for Newport-pleasure Cigarettes found in Entertainment Weekly issued September 3, 2010. The ad depicts two persons, a man and a woman, on date at a bar. They are playing darts and are clearly enjoying themselves. The ad targets an audience of men and women roughly at the age of 18-30. The main significance of this ad is to show the audience three things: that smoking can help you have a good time, that it can make men look more attractive, and that if you smoke it is an easy and almost effortless way to become a focus for women all around you. The ad uses common themes and labels that are unoriginal and also extremely fabricated. Target Audience This ad aims to target men and women. However, the ad focuses on targeting men looking to find ways to â€Å"pleasure† women. When men think of the word â€Å"pleasure†, they think of one thing and one thing only, but I wont get into details. The ad insinuates that male gene is only after finding mates of the opposite sex. These days, plenty of guys are getting drunk almost every night, prowling for women with whom they can â€Å"hook up† (Kimmel, 54). The writer of this ad could narrow the target audience down even more if the man in the scene were smoking a Newport-pleasure cigarette. Props are also very important in this advertisement. The woman is holding a dart as they play the game and they are both wearing nice clothes, implying that only men and women who are very successful people smoke cigarettes Newport-pleasure cigarettes. â€Å"When one thing is so dominant, then its no longer a choice† (Orenstein, 60). The scenario also adds to how the advertisement labels the male gender to being only after scoring women. Scenario The advertisement for Newport-pleasure illustrates an ideal situation that is very relatable for both single men and women. The couple are both laughing and having a high-quality time with each other. In my opinion, these two lovebirds are on there first or second date. Although I feel the more targeted audience is men, the main focus in this advertisement is the girl. She is obviously attractive and seems to have a great personality. The more appropriate description would be, â€Å"socially acceptable.† The gentleman in the picture is somewhat blurred and the only clear-quality object is the lady, implying that the male gender has only one thing on their which is women and only women. She is falling for this man a little bit more every second. This entails that women are turned on by men who smoke cigarettes. The ad urges that because this man smokes Newport-pleasure cigarettes he has that much more of an edge in seducing this woman. As the kids would say, â€Å"that guy is cool!† and it’s all because he smokes. What are they trying to prove? As I stated earlier in my analysis the ad illustrates three main stereotypes and clichà ©s used in selling Newport-pleasure cigarettes, the first being that smoking can enhance your ability to have a good time. The two middle-aged adults in the photograph are smiling ear-to-ear and loving every second that passes by. Unfortunately that is not the case at all. Smoking can dampen the mood for a lot surrounding peers with its awful smell and stuffy aroma in targeting women to have smoke being a main aphrodisiac. The next pigeonhole presented is that smoking can make you look more attractive. Studies show that the majority of men and women find smoking cigarettes unattractive with the opposite sex, but this ad pushes the other extreme. It gives rise to the female gender being appealed to stained teeth, bad breath, and a dry mouth. I’m not sure what the girl in this add is thinking but if were in that situation I wouldn’t kiss a mouth like that! The third and final stereotype is that if you smoke it is an easy and almost effortless way to become a focus for someone of the opposite sex. This advertisement is showing that the woman in this picture is showing interest in this man, as well as desire and curiosity. On the contrary, in reality they would take one look at that mouth full of smoke and say, â€Å"next!† Conclusion This Newport-pleasure advertisement exploits the number one cardinal rule in marketing today: sex sells. It targets young men and women of our country into thinking they can score any â€Å"hot babe† or any â€Å"sexy man† they so desire. The ad presents one couple that is out on date, having a blast, laughing and conversing, and it’s all because they smoke cigarettes (at least that’s what it implies). Newport-pleasure marks the gender of women for falling head over heels for men who smoke, which is certainly not always the case. Also, it marks men for being ignorant that they might think that smoking can actually get them to the top of their game. Even though the Newport-pleasure ad is unrealistic and illogical it is still quite imaginative. If it were that easy for me to impress the ladies I’d be smoking five packs a day of the sex-reeling, persona boosting Newport-pleasure Cigarettes. Works Cited Kimmel, Michael. â€Å"Men Will Be Boys.† The New York Post. 7 Sept. 2008. Rpt. In Writing Communites Identities. Ed. Cynthia Debes et al. 6th ed. Plymouth, MI: Hayden- Mcneil Publishing, 2009. 53-55. Orenstein, Peggy. â€Å"What’s Wrong with Cinderella?† The New York Times Magazine. 4 Dec. 2006. Rpt. in Writing Communities and Identities. Ed. Cynthia Debes et al. 6th ed. Plymouth, MI: Hayden-McNeil Publishing, 2009, 56-64.