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.
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.
Word count:478
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.
Nicole, while I would consider this ad to be negative, your analysis was very interesting and you made some good points. This ad seems to be playing off popular celebrities in the United States such as Kim Kardashian and Jennifer Lopez who are known for their "exotic" looks and large rear ends. Good point about the connection between the text that says "shake well" and that the ad is also referring to the woman's rear end. Your ad correlated with the ad I analyzed in that while the product is featured in the ad, the ad relies on the female form and serene aquatic background to sell the product. I love your point that "the woman’s buttocks as a serving plate for the 28g protein shake, reinforces the inferiority of women in our patriarchal society" That's certainly the undertone of this ad. I also really enjoyed your point that this ad is assuming that the readers/consumers and the woman in the ad, are heterosexual.
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