Adverinfotainment.

In 2008, the world-famous German automaker BMW released an ad for its pre-owned vehicle division that came under much criticism. The focal point of this ad is an image of a white, blue-eyed, blonde hair young attractive woman. her face and collarbone area is the center of the image and makes up the entire ad. The woman is making a seductive look with her lips parted and her eyes gazing - not directly at the camera - but at the person looking at the advertisement, or in other words, middle-aged men. Her detachment from what is happening in the ad (licensed withdrawal) reduces her authority and power. The position of the woman in the ad - lying on the floor presumably nude - also further reduces her authority and makes her seem more vulnerable and willing. "The tagline reads: “You know you’re not the first”. In its proper context, this statement refers to the audience not being the first to drive a pre-owned BMW, and the sexual connotations of the tagline refer to the reader not being the first to engage in sexual activities with the woman, but both imply that the reader would enjoy it anyway." Through this ad, the creators are assuming that it is mostly males that will buy pre-owned BMW. This quickly objectifies women, as the woman in the ad has no relation to the product and is simply playing the decorative role in order to attract the audience of male buyers. Nevertheless, using a nude woman's body as a metaphor for a second-hand car creates an expectation of the woman's sexual history, and how she can be "owned". Not to mention the woman in the ad portraying a beauty ideal that is unattainable and unrealistic for much of the female population.

This second ad is one for the brand Lexus. The ad features the car they are trying to sell along with women in underwear/bikini. The woman is as expected, white, flowing hair, thin and attractive.
The tagline on the ad reads " The beauty of power". This ads context is promoting the amount of horsepower that this car has. Thus the drifting in the picture, the greyish background contrasting the bright yellow car, and the smoke/dirt trailing the car. However, the ad has randomly placed woman posing in yellow underwear/bikini matching the car. She is standing with the legs crossed leaning forward while her hand is resting on her head, kind of opening herself more to the audience. One hand is rested on her hip as the pushes her hips to the other side. In other words, she is posing in a suggestive manner. There is absolutely no relation to the car or the model, just as the previous advertisement. However, the creators of the ad have put her there for a reason. As mentioned before, the tagline reads ' the beauty of power '. They know that the audience is primarily male, and are attracted to 'sexy' women. The guy would love to have the woman, and placing the car and women together implies that buying that car will give you the power to attract women like that model over there. Presumably, what man would turn that down or at least get attracted to the woman and the car. This is another example of clear objectification of women, as shes simply being used as a decorative piece.




This last advertisement is from Mercedes. In this ad, a Mercedes car sits in the middle while 30 white, tall, attractive women surround the car admiring it, taking pictures with it and basically love it. The tagline on this ad reads "Pure Attraction". Again, like the previous two advertisements, this ad objectifies women by telling its audience of males, that if you buy this car, you will attract all the gorgeous women. This ad assumes that women are shallow, and only care about the wealth and cars that a man owns. It implies that women are simply looking for riches and fame throughout their lives. All three of these ads have applied certain stereotypes that surround women, and are using that to attract their audience of male buyers.




SUMMARY PLUS COMPARISON.

Through all these advertisements a women's role in society is weakened and lessened to simply being a pleasure for men. In all these car ads, women are shown in order to tell the man, you buying the car, meaning you're buying the woman. Though a man buying the car doesn't necessarily mean a woman comes with it, subconsciously men will believe that a nice car will get him a nice woman which no man would turn down. 'If you love the women in this picture you will love the car' is what it is saying. They know that the sports car marker is generally made up of male buyers, and what man wouldn't enjoy such a provocative and sexy ad.

these ads also show men at very high power. It shows them as the center of attention and that women will flock to them like birds if they do or have certain things. It completely dehumanizes women by showing the audience that they will come to you if you have this like a dog will come to you if you have its food or a cat on catnip. Addicted. 

What sports and luxury car companies should do, is to appeal to both males and females in their target audience, because women do - as a fact- buy cars as well. Especially nowadays, as the workforce is increasing in women, the advertisement strategies should change in order to appeal to both genders and present them for how they actually are