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Mass Communications

In: Other Topics

Submitted By bhavz69
Words 949
Pages 4

DATE: 9/08/2012

This is a representation of a BMW, an advert that was used when promoting the BMW Z4. This advertisement targeted a specific gender, age group and clearly shows signs of muscularity by a female. All this has been communicated using various aspects of location, context, costume, copy, colour framing, set design, and body language. Body language is key in this particular advertisement. We can see a woman urinating like a man clearly showing signs of muscularity. Her back is faced towards the audience and this shows signs of independency. The connotations associated with this are invulnerability and immunity and it all ties in with a stress free environment of just the car and the woman herself. All of this leads to one super paradigm of freedom, it shows the ability of woman to do what they want and how they want to, and in this particular case it’s the way she urinates. The body language also conveys a syntagmatic relation, we see this when we combine it with the copy ‘’Brings out the boy in you’’ the advert tells a story of lady wanting to become more than what she is. She is defined by her actions and the fact that she portrays signs of muscularity shows that she maybe unhappy with her lifestyle. The hand is another aspect of the body language used to communicate signs of muscularity, the fact that she is standing with one arm leaned against the tree and her legs spread apart portrays a sense of male behavior. Again there are conations of power and authority with this particular sign and a super paradigm of dominance is introduced into this advertisement. This advertisement is also sexist in the sense that it discriminates against women and their morals. Most women in today’s...

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