US Magazine Back Page Ad
Advertisement
One of my guilty pleasures is looking at gossip magazines. I usually only do this on long car rides, a sunny day outside, or when I am really stressed and just need some brainless activity. Well, on the way home from the store this week my husband brought me a magazine. He can tell when I am tense and with Prom, a yearbook deadline, mid term grades due, my class coming to an end, and just regular day to say business of running our house and keeping our kids in line, he correctly determined I was stressed and needed some down time.Anyhow, I felt fortunate to have a magazine sitting around the house.
After looking through all the ads, all of which were geared towards women and dealt with fashion, food, health, and family, I couldn’t decide what to pick. I put the magazine down and walked away for awhile. When I returned I noticed a full page glossy picture of a woman, from her chin to just below her belly button in a sexy black and pink bra with matching panties - what you could see of them. I was confused for a second as to why that was on my table until I realized it was the back cover of my magazine. I picked it up and stared for a moment trying to recall if there was another undergarment ad in the magazine - I double checked and there was not. So, the only ad like this graced the back cover, interesting. My husband would not look in my magazine but he would notice the back cover - especially with this gorgeous body on it. I decided to use this ad for the sole purpose of the placement.
The target audience for this ad I would argue to be primarily females ages 16-55+. This is just a range but I feel it could be accurate because this is about the age of the people who read these magazines. The secondary target audience, due to the placement of the ad on the back cover, would be males in relationships ages 16-55+ who would buy their partners sexy lingerie. The images that imply this audience is the sexiness of the figure. Any person who feels sexy or believes their partner to be sexy would be interested in this ad. Any person who is still interested in sex and an attractive body would look at this ad. The image is bait to get people to look as the image takes the entire back cover. One has to really scan the page to notice the print. In fact, the eye naturally travels from the upper left to the bottom right - this is something basic; the last place to look on a page is the bottom right - which is where you will find the only print on this ad.
The underlying value assumptions is that to be sexy you need (not only a great body) but beautiful matching lingerie. The print states, “Real Sexy Crazy In Love Bra� which implies that to be sexy and to show/feel crazy in love, one should buy these products. You will have love and be loved in this product. You will be noticed.
What it tells me is wow - I need to get my body in shape. It doesn’t matter who I am but what I look like. The face is not shown, only a portion of the body is shown which again implies it has nothing to do with who you are - but how you look. It all boils down to looks and you will look better in their lingerie.
This goes along or fits Beach’s description of Objects of Desire. This ad clearly, “positions audiences to adopt gazes that define females or males as objects of desire-as things to be desired�(80). The picture creates (for most people) fantasy worlds and not those that are truly attainable unless a model or dating one. This leaves those who do not fit this image to feel inadequate and want to buy the product or eat less or work out or do anything to BE that.