Print advertisement consists of written materials which are contained in magazines and newspapers. The purpose of advertisement is to make attractive and appealing to the buyer with a purpose of influencing their tastes and preferences in order to increase the company’s sales. Since this art of selling targets the potential clients, women specifically have been involved in advertisements especially the print mode. Many print adverts have portrayed feminism as an inferior character of human race. In this regard, feminism refers to the classification enclaved in the social, economic and political qualities of life and sexes besides the movements and organizations based on these beliefs (Christy 2009).
The notion of inferiority complex in women is further enhanced by the intuition portrayed by print advertisements regarding women in particular. They have been viewed as unequal beings in the society as well as sex objects especially in advertisements. In this regard, patriarchy has found its place and dominance in the contemporary society where regard for women considered not important and their place have been reduced to that of house wives and sex objects. The statements have been propagated by the way print advertisement present females in the society (Christy 2009).
This paper will concentrate on the critique of print advertisement involving images of a man and a woman used to advertise modeling brand of clothes for Brioni. Their pictures and images are placed alongside a motor cycle where the male is leaning alongside the motor cycle. The female on the other hand is placed behind the male counterpart holding on to his shoulders and leaning on the man’s body. The female is posed in such a manner that, she is portrayed as a sex object; her left leg is placed over the bike. In addition the female is wearing a very short dress with glamorous and long hair. The aim of this advertisement is evidently seen with an intention of making the female’s leg attractive towards the motor cycle sale and catching the eye of the audiences to increase and promote the sale pitch of the company (Christy 2009).
In order for the advert to portray her as sexy and beautiful, she wears high black boots nearly reaching the kneel contemporary known as hooker boots. This notion is further exacerbated by the dressing of the male; he is well dressed in a long dark shirt, leather jacket and long scarf, unfortunately he places his hands at the exposed thigh of the female. This advertisement advances patriarchy dominance when the male is presented taller than the female by almost one inch. His long hand also affirms this scenario when the man’s large hand is grasping the tiny female thigh. Whereas the female is presented as lightly placing her fingers on mans’ shoulder with a delicate feminine touch on the man (Christy 2009).
Furthermore, the dominance position and function of men in the picture and submissive role of women are demonstrated by the outfit they are wearing. The man is wearing sunglasses presenting him mostly likely to be the driver of the motor bike while the woman with her simple and light outfit earning her a submissive position in this situation. Other features on this image are the innocence of the female while leaning behind the male’s body with a sexy look. Another stereotype evident in this picture is the body positioning and coverage between man and woman. Much of the woman’s body is displayed while that of the man is totally covered to a point of wearing long scarf around his neck. The observations on this picture from feminists point of view describes the advert as male dominance containing plethora instances of symbolic meanings, iconic and indexical. Based on the female’s positioning and physical look at this image, there is gender equality based on sexes (Immanuel & Meiklejohn 2009).