‘disclaimer’ (potentially offensive material that is sexual in nature)
“My goal was NOT to be offensive by showing off the genitals of a genetic female. Instead, it was too show how provocative this picture truly is. The place where the genitals are simply legs color skin copied to that area and darker shadowed skin in the form of a small line and an OBGYN illustration. Through this and some blurring, it is clear where the mind would go, and was clearly the intended purpose of this ad to be sexual in nature, through the exploitation of women and patriarchal ideals of what a woman should be. The text saying exactly that, ‘more distracting than a naked woman’. When combined the ad is disturbingly wrong through the hidden and layered messaging within the ad. This is, that the ad is confirming incorrect gender, race, sexuality, and class through selling a Gameboy with the use of sex appeal.” -Disclaimer
My jamming philosophy was to be as straight forward with the messaging as it truly is. In the case of this ad, this is not too difficult as stated earlier the ad is saying ‘more distracting than a sexy woman’ so it MUST be “seriously distracting”. In order to show off the provocative and heterosexual, heteronormativity nature of this ad I changed the text to be straight forward and attempted to show where the eye is being taken intentionally in an exploitative nature.
This is a Nintendo Ad selling a new Gameboy, below is an analysis of the different parts within this ad.
RACE
The woman in the ad is white. The hands showing off the Gameboy are also white. The choice to choose white actors reinforces the points made below.
AGE
The white woman in the ad is of a younger, but not questionable age. Likely chosen as a ‘safe’ choice to avoid offending people’s taste, while also targeting a wider breadth of consumers. i.e. targeting male children who play the games addictively, as well as, the dominant household decision-maker that is the husband or alpha male. The hands showing off the Gameboy are white and show off a slightly older man’s hands. The choice to use older hands as opposed to someone younger is likely the choice of again a specific audience demographic determined by the marketing team at the time. In essence, aiming to say ‘you’re an adult now, but you can still enjoy your childish habits, over your societal adult ones’. This plays well to younger kids who may not really understand accepted heterosexual sexuality standards set by society, as well as, tweens who see the ad as provocative in a time of puberty and large life changes. Finally, age, in particular, is front and center with the physical state of the room. It is messy and unorganized, clearly targeting a younger audience as opposed to the stereotypical heterosexual older male household figures.
SEXUALITY
The woman in the ad is being sexualized as an object of desire. Her position focuses the eye not on the product but on her. Specifically, we observe this focus through the contrast of her outfit (black) on the white bed. Further, her body’s position with regards to the legs and belts around her hands lead the eye to the center of her body. Clearly, an attempt to gain the interest of heterosexual males on what is under her nightgown as her leg covers what would be seen otherwise by the viewer. Finally, it could also be seen that the woman’s gaze is directed at the Gameboy to eventually, bring the target audiences eyes to the intended messaging of Nintendo
Gender
The use of deeply rooted Gender stereotypes surrounding gaming reaches deeper than the specifics of this one particular ad but also seen through the name of a GameBOY as well. The gender identified in the name of the product reiterates and enforces points made previously in other sections of this post.
CLASS
Social class is clearly shown through the ad’s depiction of having a home and things within that home. The Gameboy is a luxury good so clearly, it would target a class of people who are able to afford the product they’re selling. Additionally, what stood out to me was the woman’s seductive clothing. It is my personal belief that most people would not have a French maid esque outfit. However, the outfit likely pushes a deeper meaning in the form of classic Caucasian ideals of acceptable sexuality.
PRIVILEGE
The ad shows ‘privilege’ in the form of past acceptable behaviors. Specifically, it is questionable when considering the woman’s consent in this situation. The first photo shows the woman’s legs her possible identity be broken without consent in the bedroom. She looks distressed and the ad mocks the fact you forgot about the subservient woman in the bedroom. Other parts previously pointed out a clear white privilege aspect likely targeted in this ad as the ‘ideal’ target market.
MARGINALITY
For this ad, the most marginalized is likely those not even seen in the ad as they’re not acknowledged as being a priority to target for this ad. However, focusing on the contents of the ad and the time period of when it was likely launched, it shows a clear hark back to the patriarchal ideals of a white stay at home housewife. It projected the idea that your girlfriend or wife was waiting for you at hand and foot subserviently, but you had better things to do the give your significant other a romantic occasion. Unfortunately, this ad enforced this ideal on the younger audience is targeted.
In short, this ad is saying ‘more distracting than a sexy woman’ so it MUST be “seriously distracting”.
Sources:
Adams, T. (2015, June 23). Sexist Game Boys. Retrieved February 12, 2020, from Suggett, P. (2019, June 25). 3 Advertising Attracts Straight Men. Retrieved February 12, 2020, from https://www.thebalancecareers.com/ways-advertising-attracts-men-38753
Staff, R. (2016, March 31). This Game Boy Pocket Ad Is Seriously Distracting (and Seriously Disturbing). Retrieved February 12, 2020, from http://retrovolve.com/this-game-boy-pocket-ad-is-seriously-distracting-and-seriously-disturbing/
Suggett, P. (2019, June 25). 3 Advertising Attracts Straight Men. Retrieved February 12, 2020, from https://www.thebalancecareers.com/ways-advertising-attracts-men-38753
