Is she a commodity?

Analysis 8

Product: Mayur- Decorative Plywood

Found on: Jet Wings, Page 175 (March 2012)

The ad is set upon a dark black background. A model wearing a dress made out of plywood is poised confidently. Directed light illuminates her face and dress. Copy Text is placed above the model and the logo on the right of the text.

The model is posing in a classic fashion stance. She has well defined features; a very confident look on her face and the body weight is on her left leg as she tilts back slightly. The copy reads “Fashion for your interiors.” This is the topmost line on the page and sets the tone and reference for the ad. This also means that the model has been completely objectified. She has been used as a metaphor for your interiors. A dress made of plywood makes her look fashionable- just as Mayur Plywood wood make your interiors look fashionable. Moreover, the model’s body has been used as a display case for the different shades and textures of the plywood. Examining the dress makes it obvious that different products are on show over her body. You can pick up any shade from the reference given. The ad treats the woman with complete disdain. She has been stripped off of any personality and turned into a commodity. She is not viewed as a human capable of thinking or making meaningful contributions, but rather as an object to be glazed upon. As I said in my earlier analysis of Bols Ad, such objectification creates a “climate” for violence. Once someone is reduced to an object, it is much easier to treat them like one, with as little or as less regard.