In 2012, Marie Claire, a monthly women’s magazine, released a series of advertisements in support of the Reproductive Health Bill in the Philippines. The Reproductive Health Bill guarantees universal access to contraceptives, fertility control, sexual education, and maternal care. The campaign is used as a vehicle to promote the message of female dominance in female health practices. The campaign as a whole depicts exclusively Filipino women with pieces of men crudely attached to sections of their faces such as their mouth, eyes, head and even their entire face. This particular ad relies heavily on contrast and sharp alignments to create an emotional pull in the audience and shock the reader. The advertisement’s surprising nature and fairly
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This Marie Claire ad reveals the frightening truth behind women 's’ medical affairs and the dire need to elevate female representation in personal affairs.
With the rampant suppression of women in the common age, this advertisement plays on the fear of being silenced. The woman’s brain, the control center for her thoughts and opinions is replaced by that of a man, making her ideas not truly hers. The harsh separation of the line of her forehead and his symbolizes the separation between their ideals and motives and the contrast between the two people is represented in their appearance. The woman has an airbrushed, perfect complexion and touches of makeup that accentuate her femininity, while the man has a balding head of hair with an aged appearance. His hair appears sweaty and graying and is easily identifiable as unappealing. …show more content…
Her accentuated femininity makes her seem like she needs to be protected or taken care of so the audience develops an immediate connection to the woman in the advertisement. Due to the fact that the audience now connects to the visual, the head wound on her upper forehead seems more dangerous and triggers an emotional reaction. The ad caters to pathos specifically to fear and empathy. The advertisement plays on common fears by using a sterile, blank background coupled with the aftermath of an almost medical looking procedure. The vulnerability that the woman’s physique and posture suggest also contribute to the comparison between her and a child or someone who is in need of protection and support. Her hair is swept behind her shoulders and showcases a bare throat and sparsely covered shoulders. The feminine slope of her neck, shoulders, cheeks, and collarbones are highlighted by the lighting used in the photograph and help to make her look youthful and innocent. Small touches of makeup such as lipgloss, blush, and mascara underscore her feminine aspects and contrast starkly against the pink and bruised wound. The advertisement uses the audience’s connection to make an emotional appeal rather than a logical or trusting argument. This tactic, when working in tandem with the visual rhetoric tactics, is intensely
This Marie Claire ad reveals the frightening truth behind women 's’ medical affairs and the dire need to elevate female representation in personal affairs.
With the rampant suppression of women in the common age, this advertisement plays on the fear of being silenced. The woman’s brain, the control center for her thoughts and opinions is replaced by that of a man, making her ideas not truly hers. The harsh separation of the line of her forehead and his symbolizes the separation between their ideals and motives and the contrast between the two people is represented in their appearance. The woman has an airbrushed, perfect complexion and touches of makeup that accentuate her femininity, while the man has a balding head of hair with an aged appearance. His hair appears sweaty and graying and is easily identifiable as unappealing. …show more content…
Her accentuated femininity makes her seem like she needs to be protected or taken care of so the audience develops an immediate connection to the woman in the advertisement. Due to the fact that the audience now connects to the visual, the head wound on her upper forehead seems more dangerous and triggers an emotional reaction. The ad caters to pathos specifically to fear and empathy. The advertisement plays on common fears by using a sterile, blank background coupled with the aftermath of an almost medical looking procedure. The vulnerability that the woman’s physique and posture suggest also contribute to the comparison between her and a child or someone who is in need of protection and support. Her hair is swept behind her shoulders and showcases a bare throat and sparsely covered shoulders. The feminine slope of her neck, shoulders, cheeks, and collarbones are highlighted by the lighting used in the photograph and help to make her look youthful and innocent. Small touches of makeup such as lipgloss, blush, and mascara underscore her feminine aspects and contrast starkly against the pink and bruised wound. The advertisement uses the audience’s connection to make an emotional appeal rather than a logical or trusting argument. This tactic, when working in tandem with the visual rhetoric tactics, is intensely