Air France Advertisement Analysis

Superior Essays
The two ads that will be discussed in this exercise were both pulled from a recent issue of Fortune magazine. Fortune mgazine is one of the many professional business magazines available for purchase and subscriptions. This magazine delivers relevant business information and articles about lifestyle choices regarding the business world. This national business magazine is open for anyone to purchase, but its main target audience is wealthy individuals in the finance industry. Although people outside of the financial industry are attracted to the magazine, it provides more articles that are relevant to individuals in the finance are and/or individuals who have achieved success in their careers, which has resulted in the acquisition of a substantial …show more content…
The ad portrays flying with Air France as being in a palace. All of the aspects of this article promote a flight of luxury and comfort. Although the ad gets its purpose across, the women in the ad is portrayed as delicate object. In Sut Jhally’s Codes of Gender video, the difference in the portrayal of men and women in ads is discussed. Jhally discusses how men and women are portrayed differently in ads by society. This Air France follows Jhally’s discussion on the portrayal of women as delicate, powerless, and carefree. The woman in the ad is also touching herself, which is an aspect of Jhally’s analysis on the different ways ads help make women appear more feminine and less powerful. This woman is also laying down, which promotes Jhally’s observation that women are portrayed as helpless (Jhally, …show more content…
This ad is selling a watch that will last the consumer long enough to pass down to other individuals in their families. Although watches are worn by both males and females, this ad only focuses on watches for males. The father and son depicted are enjoying their time together and are portrayed as two loving individuals. The ad may have also been trying to promote family and the bond between a father and son. By suggesting that this watch will start a tradition and be passed on to the next generation, Patek Philippe is promoting the long lifespan of their watch, which also suggests that the watch is well made. It this ad, the father appears to be strong and a good role model. This is similar to how Jhally discusses the portrayal of men. Jhally emphasizes the masculinity that comes with men when they are portrayed in ads (Jhally, 2010). They are not carefree and delicate like the women. Men are often portrayed in the opposite manner. They are strong, dominant, masculine, and focused beings. Jhally describes the men as alive in their surroundings in opposition to women being a pawn in their surroundings with no control. The man in this ad is alive and engaged in his environment, as is his son. The man also has strong arms and is dressed in a nice business casual attire. This helps emphasize not only his dominance, put also his strength. The smile on his face provides sense of comfort, while also emphasizing the connection he has with his

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