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School
Indiana University, Bloomington *
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Course
C103
Subject
Communications
Date
Feb 20, 2024
Type
Pages
2
Uploaded by HighnessFreedomAnt60
Goff 1
Hayleigh Goff
June 23, 2023
COLL-C103
Bundle 2
Q1. Pick one of these ads that appeals to you and explain explicitly in about 2-3 sentences
how it communicates its message, and how it strengthens that message by figurative or
non-literal use of the signs (images or words) it includes.
A: I chose the beer ad for Miller’s MGD where a beer bottle covers the man mostly, and shows a
woman in a bikini next to him. The ad uses a phallic symbol; promoting this product more
towards the male population. I believe this is the case because it sends out a message saying if
you drink our beer you can also have a nice looking woman next to you. The reason the man is
almost blurred out completely is because the company wants you to focus on the two best things:
beer and women.
Q2. The instructor believes that this use of the phallic bottle image inevitably leads to a
further interpretation that makes this ad a poor way to promote the product. Can you see
and identify a negative aspect to showing the bottle like this?
A: I can see why there would be a negative aspect to showing the bottle with the use of a phallic
image. Some would see this as the obvious sex symbol and almost be repulsed that this is the
direction they have to take it in to gain attention. This could veer people away from choosing this
brand as it indicates a wild party, and other things they may not want it to lead to.
Q3. Pick one of these ads that you think makes a relatively effective use of the phallic
symbol to encourage the onlooker to appreciate the product, and explain why it has that
effect.
Goff 2
A: I think the reason the product shown for the Ben and Jennifer commercial is appreciated is
because Jennifer has a lot of girl power. She keeps throwing come-backs at Ben and brushing
him off. Jennifer seems so unbothered, as you can see her exercising the whole conversation.
Q4. Explain in one paragraph what insights Ben and Jennifer's characters' attitudes
provide into the reason why sexual ads are effective (or, at least, why ad-makers think they
are effective).
A: I think the main reason Ben and Jennifer’s characters make the ad effective is because they
are both successful actors/actresses. Jennifer portrays a strong-independent woman who is
simply unbothered no matter how hard Ben tries. Ben is a cocky, head-strong man who believes
he can get anything (a woman) he wants. This obviously does not fly and we see the shock at the
end. People root for a woman just like the one in this ad; it makes the commercial so good.
Q5. Terri Gross (the interviewer) and Tom Ford disagree in the interview on how sexual the
content of these ads really is. Who do you agree with, and why?
A: I personally believe that I agree more with Tom Ford on his take with sexual ads. The human
body is a beautiful thing and it needs to be expressed in that way. No one should shy away from
something like this because it makes them uncomfortable; this is business/entertainment and it is
not going away any time soon.
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