This advertisement plays upon two almost stereotypical portrayals of human interaction in the media. The first being that men are so often stereotyped to be obsessed with cars and tend to get distracted very easily. They are shown to have a simple mind. The second portrayal being that the main purpose of a woman is to reproduce. Women are synonymous with sexuality in the media today. This advertisement for the all new BMW model targets and relates to the male psyche by playing off the humour of the scene.

Although there is a humorous play made in this ad, it is sad to observe the changes in society’s interactions with one another. This advertisement accurately shows the effects of over-consumption on the average consumer. We are obsessed. Obsessed with what we are wearing, whose restaurant we are eating at, where we are going on vacation over spring break and even what car we are driving.

To expand on the role of the female model in this BMW ad, the appeal is to showcase the sexy new BMW, and it is funny in this context, sure, but the objectification of women is an issue our society likes to exploit for profit and that is not okay. Notice how the car ad is shown over a two-page spread like a centre fold in a pornographic magazine. They want to highlight that this is a car with a great deal of sex appeal. However, with the man on top, there is a clear power dynamic being displayed here as well. The magazine being placed over the model’s face devalues the importance of the woman’s identity. Her face means nothing, her words mean nothing. Our values as a society place a greater importance on material things. I would argue that human interaction is the new distraction.