Analysis of an Advertisement

The beach in the background sets a tone of a relaxed and sensual atmosphere. The woman's skin is suntanned and shiny with oil. Her darker skin, voluptuous rear end, and dark hair make the woman seem more “exotic” i.e. not white. This is a problem because women and their sexualities in our society are viewed in dichotomies. An example of women of color dichotomies are the  mammy/jezebel or the princess/squaw. “Class, gender, and sexuality are often specific to one’s racial/ethnic background” (Rojas 46) this quote is relevant to the ad because the way the woman of color is used in the picture is enforcing these stereotypes of hypersexualized women of color.

It is explicit that the woman is supposed to "shake" and the viewer, who Maxim's magazine target demographic of an "8-34 year old male", is told to "enjoy."  One can assume this because the image of the woman’s body is significantly larger than that of the protein shakes in the corner.  The main focus is the woman’s body, not the actual product being sold. Women's bodies are valued as acceptable means of a method of advertising. It is also acceptable in our society to have women's bodies exposed in order to sell a product. This woman’s bikini is strategically pulled up between both cheeks of her buttocks for the ad, exposing more skin and sex appeal for the viewer.

This ad reinforces that women's bodies are seen as commodities. "Commodification is the process of turning people, or things, for sale." (Kirk, Okazawa-Rey 208) The implicit message behind this ad is that when the viewer would be able to “enjoy” the woman in the ad, if they bought the protein shake. The objectification (Kirk, Okazawa-Rey 208), which is "when attitudes and behaviors by which people are treated as if they were 'things'", of the woman’s buttocks as a serving plate for the 28g protein shake, reinforces the inferiority of women in our patriarchal society.

This ad assumes that their male viewers are heterosexual, and wanting to "shake and enjoy" the woman in the ad.  It also assumes that the woman in the ad is heterosexual, and would want to be "enjoyed" by the viewer. This ad also assumes that all viewers are men. It also assumes that their viewers want to drink protein shakes, which is taken to increase in muscle mass, according to the male beauty ideal. Another assumption made by this advertisement is that the viewer is able to afford the protein shake. This shows classism from the ad, because individuals in the middle and upper middle class are the ones able to afford a protein shake. A protein shake is not necessary for survival, yet in order to participate in the beauty ideal, men privileged enough to have the accessibility and means of buying a protein shake, this ad is made for their consumption.  

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Works Cited

Rojas, Maythee. Women of Color and Feminism. Seal Press, September 2009. Print.

http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=10320613 Web. “Maxim Magazine, Inc. “ February 18 2011.

Kirk, Gwyn, Okazawa-Rey, Margo. Women’s Lives Multicultural Perspectives Fifth Edition. McGraw-Hill , February 2009. Print.

Contact Information:
Service Learning Proposal for Animal Safehouse of Brevard
Community Partner: Animal Safehouse of Brevard

By: Veronica Henry, Jennifer Getz, Carli Prudente, Candace Treadway, Kailee Hobson, Nicole Godreau, and Shirah Maldonado- Ortiz
February 10, 2011
Meredith Tweed
WST 3015-0001

Community Partner Profile:
Animal Safehouse Program of Brevard
Web Address: http://www.animalsafehousebrevard.org/
Contact: Leandra Preston. lpreston@mail.ucf.edu

Community Partner Mission Statement:
“The goal of Animal Safehouse is to remove this barrier by caring for pets while owners are in transition. Our objective is to form a network of foster families to provide homes for pets of domestic violence survivors until they can be reunited in a safe living environment (Animal Safehouse Program of Brevard).”

Social Basis for Organization: Over 50% of women will not leave an abusive situation for of their animal being injured or possibly killed. Animal Safehouse Program of Brevard is a non-profit organization that offers a temporary living arrangement for pets of domestic abuse victims. There are currently no facilities that offer to house the women and their pets. The Safehouse Program “provide[s] all food, supplies, vet care, and other essentials throughout their stay with us…[the program] also help[s] women reunite with their animals post-shelter by assisting with pet deposits and transport (Animal Safehouse Program of Brevard).”

Community Partner Needs: Animal Safehouse Program of Brevard is in need of event volunteers, transporters, fosters, and veterinary care. The program would also benefit from such items as food, cages, and toys. Donations will also help to ease the cost of veterinary bills.

Animal Safehouse Brevard
www.animalsafehousebrevard.org
Plan Proposal:
• The problem most readily associated with our Service Learning partner, Animal Safehouse, is the continuous issue as to what happens to a pet owner’s companion when they become unavailable to care for them due to their sufferings as a domestic violence victim. According to the National Coalition Against Domestic Violence, approximately 50 percent of women fail to leave their abusers in fear for her pet’s safety. Living in fear, some of these women fail to escape their abuse and in worst cases they could possibly die. With growing support and knowledge on the subject matter, this problem can be solved through our Service Learning partner, which enables an outlet for these victims and their pets.
• Our plan to help Animal Safehouse do their job, which is helping women who need a place for their pets while they seek shelter from domestic violence situations, is by setting up fundraisers. We will host 3 events and have them completed over the duration of several weekends. We will set up a table at a Publix grocery store, a table at the UCF bookstore, and a table at Taste in Downtown Orlando. At each of these locations we will be asking for donations geared towards dogs and cats. We will be asking for dog/cat food, treats, crates, toys, and money to go towards medical expenses. We will set up a table with banners/posters addressing the issue at hand. We will set up jars for money and boxes for food, treats, etc. We hope by mid April to have all of these fundraiser events completed and at the end have a large donation of money, food, cages, etc., going to Animal Safehouse.
• This project relates to this class because domestic violence is a part of violence against women. This violence is gender-based, and “results in, or is likely to result in, physical, sexual, or psychological harm or suffering to women.” (UN, 1995) These types of actions are reinforced within a system where women are placed in the “other” category within our society, where exploitation is more easily justifiable. “We’d rarely ask how gender violence might serve more “normalized” ends such as male control and domination.” (Johnson 69) In order to choose on how we participate in the system of patriarchy, we have to be cognizant of what we are and are not supporting. Supporting individuals going through the transition between an abusive household and a domestic violence shelter is important because too many individuals in this society are being made invisible. By making this individuals visible within our society, we can help end their marginalization and othery brought to them by patriarchy.

• Our group of volunteers working with Animal Safehouse will be hosting several events in order to help raise funds for their cause. One event will be hosted at Taste, a restaurant in the center of college park. This will be a benefit event, where a raffle will be held. Raffle tickets will be sold as a fundraising tool, as well as charging entry at Taste. All funds raised will be going to Animal Safehouse. Several members are going to go around local businesses and ask for donations for the raffle taking place during the Taste event. Outreach to other groups and organizations will be crucial in order for a successful outcome of this event. Each member has committed to reaching out to at least one group, organization, individual. Organizing a phone bank for the outcome of the event will also be necessary.

Another way that we are planning on raising funds is tabling in front of the Publix in Winter Park on three specific dates. We have specifically chosen this Publix because of its dog friendly atmosphere, and donations will be asked during the duration of our tabling from customers. Since the tabling is going to be right in front of the Publix, the customers would be able to buy some animal food while inside the Publix, and leave the donations on their way out.

Tabling on the UCF main campus is going to be another way to raise awareness and fundraising among students. Animal Safehouse has committed to sending our group of volunteers fliers, buttons, and materials needed for tabling. Veronica within our group has the responsibility to communicate with our community partner, Animal Safehouse, and maintain both parties up to date with commitments made. Kelly has committed to tabling on campus, as well as helping with making the posters for our events. Shirah is going to be the point person for communication with the Publix in Winter Park about tabling. Jenny has committed to making the fliers and distributing them among her coworkers and workplace, as well as volunteering during the Taste event and tabling in front of Publix. Candace has committed to creating posters and banners, as well as tabling and outreach. Kailee has committed to passing out fliers at her work and tabling at Publix. Nicole has committed to bringing the table for tabling on campus and at Publix, as well as getting in contact with the events coordinator at Taste. Nicole will also make posters and banners for our events.

Timeline:
Animal Safehouse Supplies Drive March 5th - April 9th
Table at UCF March 5th
Table at Publix March 12th 10 a.m. to 4 p.m.
Table at UCF March 16th
Table at Publix March 26th 10 a.m. to 4 p.m.
Table at Publix March 27th 10 a.m. to 4 p.m.
Taste event April 9th
Works Cited:
Preston, Leandra. "Domestic Violence Affects Pets, Too." Animal Safehouse of Brevard. 2011. Web. 5 Feb 2011. <http://www.animalsafehousebrevard.org/>.

Animal Safehouse Brevardwww.animalsafehousebrevard.org




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