Analysis of an Advertisement on Gender Lines – Ben Gross -
The advertisement shown is one of a series of billboards and newspaper ads erected by the Tui Brewery in New Zealand, a subsidiary of DB Breweries. Each billboard has a sentence which can be interpreted as funny, sarcastic or naïve, and then the phrase “Yeah, Right!” In this particular billboard, we have the sentence “When Winston says no, he means no.”
We can see that this advertisement falls perfectly within the category of Mass Communications, seeing as how it fits all the criteria, including sending a message to a vast audience. Unfortunately, while the message is humorous, it is just this vastness which can lead to a breakdown in communications, and further on even to criminal behavior. The majority of the billboard has a relatively high level of encoding, since by itself the sentence on the billboard has no relevance whatsoever to beer in general, or to Tui Breweries specifically. It’s only when we look at the entirety of the billboard that we can conclude that there is actually a very low level of encoding if one knows that Tui is a beer, since the brand name appears on the billboard itself. Someone that is not familiar with Tui Breweries, however would not necessarily understand the meaning behind the billboard, or even know that this is an ad for beer. Tui Breweries’ logo falls into the category of a visual icon, since the logo is a Tüï bird, just like the name of the beer. However, even here we notice that is a certain level of required knowledge before we can understand this icon, since only an ornithologists or someone from or someone that had been to New Zealand would actually know what a Tüï is, since the bird is endemic to New Zealand.
In our gender line analysis, we’ll start with male perspective: This ad, like most beer ads, is aimed mainly at men of the 18-45 demographic, the traditional beer drinking crowd (Chapman and Hall, 1992). To them, the ad is humorous in content and nature, and has connotations of a good time and the “chase”, flirting with a girl, where the innuendo can be quite different to reality. This encourages young men into thinking that by buying this beer they will end up having a good time, most probably ending up with a girl to take home for the night (Baker and Churchill, 1977).
Looking from the female perspective, again the demographic is the young beer drinking crowd. We also notice the usage of the popular phrase “No means no”, a slogan against date rape. The age group the advertisement is aimed at is the age group that is most identified with date rape. According to Curtis, a myth that men use to legitimize date rape is that women who say "No" really mean "Yes" (Curtis, 1997). What the ad does is legitimize this sort of behavior and thinking in the minds of the young men this advertisement is aimed at, thereby adding to the Socialization process as well.
Bibliography:
Baker, M. J. & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. JMR, Journal of Marketing Research, 14(4), 540.
Curtis, D. G. (1997). Retrieved Dec. 23, 2010, from
Perspectives on Acquaintance Rape
Lee, B. & Tremblay, V. J. (1992). Advertising and the US market demand for beer.. Applied Economics, 24(1), 69-77.
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