Advertisements usually show many different characteristics to the viewers. Advertisements use males or female models at time, or usually show the class of what the advertisement is truly for. Through feminist or masculine characteristics to many scenes and pictures in an advertisement does an advertiser try to use to get his product to sell.
Advertisers usually use many methods to get there point across to consumers. But the advertisement above shows some opposites to masculinity. The advertisement above is an advertising campaign for Absolut Vodka. In the above advertisement, it shows a couple, a male and female, with their dog in a very spacious room.
The advertisements of Absolut Vodka use the phrase “IN AN ABSOLUT WORLD” to show contradictories. These contradictories would usually just show that when a person drinks Absolut Vodka, they would find themselves in these contradictories where this would never happen in the real world, but only in fantasies. Having used the word Absolut, may be spelled incorrectly purposely in order to show that it is not truly absolute that this may happen, but it is the opposite of the world’s occurrences, where everything may be the opposite of what it is supposed to be.
The scenery of this advertisement is very spacious and very ordinary. The room being so big may represent that the advertisement is for people of a higher class. The advertisement may also be for and elitist manner. The room only has a chair with a pillow on it and what seems like a fireplace on the left side with a picture of a bird. The bird might be signifying the peacefulness of the room and the harmony of what is coming from the couple. It also has a big white carpet on the floor right in front of the models and the dog. Both the models and the dog are looking at the camera. The dog seems like it is very well trained and obedient since it just sits next to its owner and looks at the camera.
The ad seems to have been taken at an angle. The angle of which the camera is facing down slightly in order to get the picture of this advertisement. The angle of the camera allowed for the floor and the carpet to be able to be a part of it. The angle makes it seem like the models were standing right in front of the viewer including the dog.
The above shows a male whom is pregnant. The pregnant male has a very serious face without laughter. He is dressed very casually and is holding the woman’s hand. He shows masculinity by standing with both legs apart, as said by Devor. Devor says “Typical masculine body postures tend to be expansive and aggressive. People who hold their arms and hands in positions away from their bodies, and who stand, sit, or lie with their legs apart – thus maximizing the amount of space that they physically occupy – appear most physically masculine.” (Devor 571). The man standing in the advertisement shows that he is in a maternity state where he has to take care of his body and has to take care of the child which is currently a part of him.
It doesn’t seem like the male in the advertisement is a professional or may have not had enough sleep lately. The reason behind this is that he does not have a clean shave. He also doesn’t have his hair cleaned up and has left it in a mess. This doesn’t show him as professional, but he is dressed very casually. He also seems to be in some sort of back pain because he has his hands on his back. His hand is placed there probably because he is pregnant.
The female is holding the hand of the male. She is also holding a glass in her other hand. Her arms and shoulders are showing. The dress which is being worn is completely black. She is showing off a wonderful smile and wearing a big necklace. Her high heels are what make her the height of the male model. She is wearing a dark legging which surrounds her foot and her leg. The woman is showing feminist traits where she is wearing a dress, but she is not the one who is pregnant.
The center of the ad is the words “IN AN ABSOLUT WORLD.” It seems as though the main point of the advertisement surrounds these words. The meaning of absolute world is somewhat different to the absolut world which is shown in the advertisement. In an absolute world I believe that everything should be perfect. Absolute means of perfect quality, so an absolute world must mean a perfect world to live in. It should be where everyone is happy. In the advertisement above, the models seem like they are in a perfect world. They are all happy and it shows that they are from a high class. But this is an “absolut world” in which they live in. It is somewhat the opposite of which we live in. Especially when looking at the models through the traits of masculinity and feminism. In the real world, males do not usually get pregnant, but in the picture, the male is the one who is pregnant.
At the bottom of the ad, it states “Enjoy with absolut responsibility. absolut.com.” This must mean that they are trying to advise consumers to watch themselves. A consumer should enjoy themselves when drinking but to drink with responsibility. Before drinking, it must be advising us to go to their website since it tells up to enjoy with responsibility and with a website right next to the statement. When drinking a person shouldn’t try to exceed their drinking limit and therefore try to not do anything stupid while or after drinking.
The advertisement shows a contradiction to what the real world is similar to. The advertisement is also like a fantasy world where everyone might want to live in, but not so much the part of the male being pregnant. Being pregnant is a hard task and isn’t that much of a happiness which people would like to be a part of. Masculinity and feminist roles take part in this advertisement as well.
