Susan Bordo Advertising Examples

In the 1990’s Susan Bordo made amazing discoveries and generalized very rational theories to prove ads in America and their true meanings. Susan began to look deeper than the big enhanced glitzy picture to discover only the true wicked methodical ways the company uses to disguise its real product that is being sold, so that you don’t just want it but you need it! Although she has analyzed male ads in the 90s and what they’re selling her research and theories still seem to be proven true in the 21st century. Since her theories and accusations are proven true to me, I will be using them to analyze a 21st century Gentlemen’s Quarterly Breitling watch ad. In this advertisement many things are being sold besides just a big faced gaudy watch. This

Not does that define this jet of one of a kind but places it in a category as the one and only of its species such as jets. Breitling displays this behemoth accolade affiliated jet to show that not only is it one of its own kind and has been defined as one of the greatest jets of all time, but that Breitling watches can’t be compared to other watches and it is on a whole new level of watches and achievements. The advertisement is trying to perpetuate success and exclusiveness to the North American X-15 and the Breitling watch collection are indeed very similar and go hand in hand. Not only does the advertisement broadcast the watches or jet as an accolade riddled power but demonstrate how big the power truly is. The jet also can be looked at as a phallus. The jet is very big and takes a kind of out of the box look and approach as to be shown as one and interpreted like one. Gentlemen’s Quarterly is the magazine with one of the highest gay/bisexual viewer ratings, which is 10.39%. This add is neutral to both audiences either gay/bisexual or straight viewers, but due to a readers sexual preference they could process the advertisement in different ways. The homosexual/bisexual audience could see the phallus drawn figure of the jet and could find it to be erotic and sensational while in a way possibly turning them on. While the straight male audience sees this and views it as the larger the penis may be the more power it has or I have, in the straight society sought after thoughts of it and glances of it could be taken in like that. Although the advertisement is neutral it is still made to appeal to the audiences of both and one may find it sensational, while the other may feel a security to it and more genuine manpower to add to its astounding