Analysis 7
Product: MiSTAIR
Found on: Jet Wings, Page 145 (March 2012)
This ad shows a full page image of a man and a woman. The man is confidently facing the camera and looking straight at the reader. The woman is almost hiding behind the man and looking at a point on the left. She has her head tilted down so that her chin rests on the man’s shoulder. She is holding onto the man by keeping her hands on his shoulders. In reciprocation, the man is seen holding one of her hands. His other hand is casually inside his jacket pocket. The copy along with the logo has been placed on the upper right corner of the page.
The ad is strongly focussed on the man. A little too strongly. He has an extremely confident pose that he carries off with ease. It says that he knows he is in control and this is just a way of life for him. His right hand is casually inside his jacket pocket showing he is quite comfortable in the current environment. His left hand is locked with the left hand of the female model in a reassuring stance. He knows she needs him and he is sure of his ability to take care of her. The woman’s posture makes her look dependent on the man. She is almost hiding behind him, seems vulnerable and needs his reassuring touch. She is holding onto the man making her reliance on him obvious. Additionally, her gaze is fixed on the left as opposed to the man who is looking directly at the reader. This alone shows the magnitude of difference in their confidence. To reinstate these points, the copy above the logo reads “My World. My Rules” Since the ad is focussed on the man, it is implied that it’s a man’s world and so his rules are to be followed. This is quite a chauvinistic view. The ad seems to reinforce that women will remain weak and susceptible without men. He is a stronger gender. This ad can only be made in a patriarchal society. In my earlier posts, I have discussed the effect of powerful men on sexual crimes. This ad is another piece that celebrates male dominance as a way of life.
no harassment 