Analyzing Images: Advertisements Appealing to Men and Women

I chose to analyze two car ads: one from a women’s magazine, Cosmopolitan and one from Maxim, a men’s magazine. My first ad is from Cosmopolitan for certified pre-owned cars from Ford, Lincoln, and Mercury. The background of the ad is a pinkish to light purple shade. At the top in bold print, it reads: “What if everything in life came with a 115-point inspection?”. Below, there is a large picture of a diamond ring centered in the page with 17 questions printed around it such as: “Are there any strings attached?”, “How much is the insurance?”, and “Should I include it in the prenup?”. At the bottom of the ad, it states: “Before we certify any Ford, Lincoln, or Mercury pre-owned vehicle, it must first pass a rigorous point-by-point exam … So, get peace of mind. And get driving”. The ad from Maxim is a 2 page ad for the Ford F-150. On the first page, there is a picture of an average, rough-looking, and attractive man. He is wearing a t-shirt and denim jacket. In large text is the word “sandwiched” printed just over his torso. The text reads as follows in smaller font after “sandwiched”: “between a cement mixer and a semi. Never saw it coming. 47-car pileup in Nevada. After they separated everything, he drove himself home”. On the opposite page is a picture of a black Ford F-150 with this text: “The three most important things in a truck: Frame. Frame. Frame. Ours is the strongest. Gamble in Vegas. Not in your truck”. The above the truck is the Ford logo between “Built Tough”, and also the words “Bold Moves” in large text below that.

The ad in Cosmopolitan uses humor to try to connect with women by comparing the inspection they use on used cars to some of the thoughts that go through women’s heads when they receive an engagement ring. They try to move away from the typical imagery of a car advertisement with a car steering around a winding highway, or a truck or SUV out in the wilderness. This car advertisement actually contains no pictures of anything related to cars or driving. The pink background is also quite different from something you would expect from a used car advertisement. They restrict all of the actual car information and logos to the very bottom of the ad so that I actually did not realize it was a car advertisement at first. The ad seems to fit in nicely with the rest of the flow and style of the magazine and other ads so that they can “trick” women into wanting to read and learn more about their used cars and what these companies have to offer.

The ad in Maxim uses an average, young-looking man to try to connect with the average reader of the magazine and try to make an emotional appeal to them. The enlarged text “Sandwiched” draws the reader in so that they want to read more about what happened to this man. They try to use the safety and strength of their truck to appeal to the consumer. The man looks healthy and active, and the reader does not expect to read that he has previously been in a massive 47-car pileup. There is a reassuring sense of calm when you look at the healthy man and the bold, beautiful truck. The ad allows the reader to think that they can go out and have a good time without having to worry about their safety. It gives you the sense that Ford trucks are dependable, and that you do not have to worry if it will make it from point A to point B. You are left with more time to relax and enjoy your time. If this man’s truck made it through a 47-car pileup and allowed him to drive home in it afterwards, it gives the consumer a sense that it will last through most of the accidents they might get involved in, in their own daily driving.

Each of the ads focuses on different values that people can place on cars. The ad from Cosmopolitan appeals to emotion and the sentimental value that women attach to objects. Many women consider an engagement ring a serious investment in their future. Additionally, the importance of this event to women is illustrated by the many questions surrounding the ring. It is also interesting that none of the questions around the ring are about the actual monetary value or quality of the ring. The ad suggests that women are primarily interested in what the ring means in a larger, social context: “Will it make my girlfriends jealous?” and “Will guys ignore me now?”. They want women to consider a car an investment in their lives and hope they will think about what the car would say about them in the same sense as a ring.

The advertiser seems to think that women are interested in what they and others feel about the product, and how it will make them look to others, whereas the ad targeted towards men in Maxim focuses on the strength and safety of the product. Men tend to value strength and quality over appearance or how the product may contribute to their image. The ad focuses on the practical benefits of the truck, because men probably are not going to think about what emotional value the truck will hold for them. Also, the truck pictures an average, rough-looking guy opposite the truck, which looks plain black without any frills. Ford is not selling luxury or aesthetic in this ad. They are appealing to men, who want the strongest quality they can get for the price. The ad also suggests that men are willing to take risks. It focuses on the danger they may encounter in life or on the road. The ad does not focus on a variety of safety features that come with the truck. In fact, it does not explicitly state that safety features are what saved the man’s life. Instead it focuses on the strength of the body of the truck, because men want something that can last and will measure up to the wear and tear they may put it through. Men are typically portrayed socially as being much rougher, and this ad is trying to appeal to that side of men.

These two ads show how advertisers can use the different values of men and women to appeal to their selected audience. The women’s ad used beauty, emotional investment, and social values to try to appeal to their audience. They believe women are attracted to products that can contribute to their sense of identity and the image they portray to others, whereas the men’s ad appealed to a male social identity as rough and strong. The emphasis was placed more on what the truck was capable of rather than what it could mean to the individual who purchased it. These ads show how advertisers can emphasize certain perceived values to the public as well as how they attempt to identify with and attract customers by appealing to their values.