Blonde Hair, Do You Care?
A critic of Lebanese billboard ads
For the longest time advertising has been used as a form of selling or promoting products or services in a specific market. Nowadays advertisements range from commercial videos to interactive ads. With time things have modernized, however billboard or street ads have more or less stayed the same; having the same concept in mind of — putting a large poster in a place which several people would be able to see it. “Advertisers have known for a very long time that people will perceive things unconsciously, without actually being aware of it” (O’Malley, 2012). For that reason most ads consist of an ambiguous image that will attract your attention and hold it captive for quite some time. Although their are rules regarding what can be revealed to the public, through media, in some cases, people get away with some generally offensive concepts. Advertisements are generally formatted to a specific targeted audience and therefore hold certain aspects of a culture within the images. Thus, printing degrading images of women, in attempt to “attract” more viewers, does not always identify with the customers desires and sometimes can reflect badly on the culture. This study will both analyze, critic and compare three recent billboard ads published around the Beirut region.
The first ad, used to sell flat screen televisions, used a sexually appealing theme in order to attract the potential buyers attention. “A good advertisement needs to show how the product is superior to other products in the market” (Sam, 2017). In this case, the marketers relate their televisions to a specific body image, that one might be “proud” of having and when someone is proud of something it generally means they believe that thing is superior to what is typical. The headline states the words “Flat & Proud” which could suggest a certain “flat” body form. The female used in the ad is revealed in a bandeau, which almost seems to be flatting what ever chest she might of had. In contrast to the more revealing lingerie ads, the women does not seem to be revealing any chest. This could have to do with the suggestion of the women being “flat” and not chesty. Since this ad was put on display in Beirut, it is important to recognize different body images, stereotypes and norms within the Lebanese society. “First of all, Lebanon has been rated as one of the top 5 countries in the world with the highest plastic surgery per capita, and 1 in 3 women has undergone some form of surgery” says Mallat (Lebanese Body image and the media, 2013). In a survey regarding types of surgeries Lebanese individuals have undergone, surprisingly, breast enhancement was the second most popular following rhinoplasty. (Lebanese Body image and the media, 2013) Therefore, the advertisement may not clearly state whether or not being “flat” is referring to the model’s chest, however if it is, it may also be suggesting that women that lack breasts can still be “proud” of their bodies. A study (2006) done by Tilmann, Ingela, Knut & Helge revealed that “Social acceptance of cosmetic surgery and body image were the strongest predictors of cosmetic surgery motivation.” Therefore the ad could be suggesting that plastic surgery is one’s resort to fixing their insecurities, which in this case refers to being “flat”. In addition, the models “flat” stomach is also revealed within the image, suggesting a body goal that might make one “proud”. The camera angle was placed at a lower angle to make the woman seem to be looking downwards, suggesting her dominance. As dominant individuals are typically more confident, the term “proud” seems to be fitting. With the use of a very simple white background, the image draws your attention to either the television or the women. Although they might have not realized, by comparing the women to an object (a flat screen tv), the ad is in some ways objectifying women. The model’s highly sexual facial expression and choice of clothing does not help with female objectification. Being misrepresented as a sexually appealing object within the media, is a crime women have been facing for years. Media activist, Jean Kilbourne notes “that women’s bodies are often dismembered into legs, breasts or thighs, reinforcing the message that women are objects rather than whole human beings” (Sex and Relationships in the Media, n.d.). In the case of the television ad, we are not sure whether the headline in referring to the models flat breasts or flat stomach; however, in both cases the model is being dismembered into a single body part. What most people don’t realize is just how harmful these images are to the upcoming generations. In 2002, Flinders University in Southern Australia studied 400 teenagers and the ways advertising influences them. “They found that girls who watched TV commercials featuring underweight models lost self-confidence and became more dissatisfied with their own bodies” (Media and Girls, n.d.). Although it is more common for these underweight models to be seen on television and in magazines, the use of body images in advertising (such as the billboard discussed above) leaves an even smaller chance for women to escape these harmful images.
The second ad, used for marketing engagement rings, depicts an image of a young man, happy with his new ring. The male is given prominence in the image by a low angle camera shot. He is smiling straight at us, with his hand held up revealing his “bling”. Everything but the rings are depicted in shades of grey; which could suggest that the man’s life would be colorless without his shiny ring. It is possible that his love for the women is also being suggested by the object. If that is the case, the ad is marketing love as something money can buy, a shiny new ring. In addition, the ad could also be suggesting that the ring can bring you the joys of love. Interestingly, it reminds one of the fact that men wear wedding rings too. When it comes to the context of the image, the Lebanese tend to be somewhat materialistic and are not afraid to show it. “In Lebanon an observer will notice that the majority of people there are masters in showing off — a habit that requires them to lead a costly lifestyle, as it makes them borrow money that they don’t have to spend on what they don’t need, just to compete with others” (Coory, 2013). To “bling” can also be associated with showing off, since something that is considered to “bling” is something that is easily noticed. However, the “bling” could also be referring to a stereo type in which women prefer “bling” rather than simplicity, when it comes to their wedding ring. With the use of the headline “she made me bling too”, it is taking a different approach on wedding rings and the importance of “the perfect shiny ring”, by giving the man a more typical mindset of a women. Diamonds are no longer only a girls best friend. Although the ad may have been aiming to create a sense of gender equality, it sort of lost its chance when suggesting “women” expect “bling” rings. With the use of the headline “She Made Me Bling Too”, they are putting the woman in charge, but saying that she is the one interested in shiny, show-off rings.
Finally, the third ad was used to market bed products. Having the well known idea of “the one”, also known as one’s “soul mate”, in mind; the advertisement depicts an attractive man and women in bed together, with the headline “the one” written in capital letters. Its caption can be gender neutral as “the one” is an idea that can be applied to both men and women. It also touches on the human psychological need for love and belonging. The positioning of the couple laying on their sides, hugging each other in bed, also reflects this sense of love and care, rather than sexuality. Lebanon, is a somewhat conservative region when it comes to ones sexuality. For this reason, the ad might be trying to preserve, and in some ways market, the idea of finding that “one” true love, rather than aiming for the idea some alcohol companies tend to promote: the “one” night stand. With the use of a bird’s eye angle, the advertisement depicts what some would call a “beauty shot”, in order to capture the perfect depiction of this human desire. By marketing a certain idea related to love, the company chooses to preserve the more conservative culture of the Lebanese society. In a study released in 2003, David Buckingham and Sara Bragg reported that “two-thirds of young people turn to media when they want to learn about sex — the same percentage of kids who ask their mothers for information and advice” (Sex and Relationships in the Media, n.d.). Thus, the idea of wanting to find “the one” rather than sexualizing the relationship between the two individuals, could be highly beneficial to the younger generations who see this ad.
When comparing the three ads, there were two obvious aspects found in common: foreign looking women and certain Lebanese behaviors. Although all three ads came from Lebanese businesses, with advertising targeted to the Lebanese consumers, the women did not seem to fit the Arabian profile. Many of the Lebanese influencers happen to be singers or actresses in addition to their modeling careers. It has become quite normalized to make certain movie stars or singers the model figure of a specific countries female figures. Haifa Wehbe, a Lebanese singer, actress and model is one of the most widely recognized influencers, that tends to represent women of the Lebanese culture. With big, dark features such as black hair and dark colored eyes, the Lebanese women have a special Arabian beauty. In addition, the women tend to be recognized for their natural curves and busty figure. Unlike these Arabian beauties, for some reason, two out of the three chosen ads used blonde, skinny and foreign looking women, rather than choosing to use a more suitable Lebanese profile. A study conducted by Götz reveals a number of sexual stereotypes found around the world including women being stereotyped according to their hair color. “Blonds fall into two categories, the “girl next door” or the “blonde bitch,” while redheads are always tomboys — they are nearly always conventionally attractive, thinner than average women in real life, and heavily sexualized” (Media and Girls, n.d.). These stereotypes can be seen in both the television ad, as well as the bedding advertisement. The use of foreign looking women may also have to do with the stereotype of one liking what is not common. It may also suggest that Lebanese men, tend to prefer a foreign women with blonde hair and white skin, versus the darker skinned, darker haired individuals. Typically before marketing a product or publishing an ad, a company goes over certain metadata about their customers. This metadata helps the marketers decided which direction they want to go in for marketing their products. Metadata can reveal information about ones personal preferences, which in this case would be Lebanese men’s preference for foreign looking women. However, one cannot be certain without the companies marketing analysis being made public. A second commonly found trait, seen within all three ads, is the idea of wanting to show off. Whether be it a flat body, a ring or even a perfect partner, the idea of something worth flaunting is always there. “Showing off is also about grabbing the attention of others and the Lebanese are what is best described as die-hard attention seekers” (Coory, 2013). This behavior of wanting others to know what they have, may have something do with the culture. In the flat screen tv ad, the word “proud” is used in the headline to portray the body image the model is happy ‘showing off’. While in the ring ad, the word “bling” used in the headline, suggests the man not being afraid of having a shiny, more noticeable wedding ring. In fact, his happy facial expression suggests that the man is more than happy with his decision to “bling”. Finally, the advertisement for bedding suggests the idea of having the “perfect” partner, or in the case of the headline, “the one”. In each case the advertisement markets more than a product or service, but rather a behavioristic quality that has been long preserved by the Lebanese society. This idea of wanting to look perfect has seemed to reoccur throughout media for quite some time.
In conclusion, several similar aspects ranging from a women’s body image, to the depiction of the perfect relationship can be seen in several of today’s advertisements. Although studies have revealed the harm associated with marketing body images and objectifying women as sexual objects to the general public, advertising companies still seem to use the same reoccurring figures. Whether these images are associated with the companies retrieved consumer data, or if they are just using half naked women as a way of drawing attention will never be known. However, despite the concerns that remain regarding how women are depicted by the media, “there are signs that things are changing” (Resisting Stereotypes and Working for Change, n.d.). The bedding advertisement for FAP, is just one example of a good advertisement that preserves the idea of a relationship and a woman not having to be sexual to please a man’s desires.
Resources:
O’Malley. (2012). Understanding Advertising: Decoding an Ad’s Appeal. Retrieved March 28, 2018, from http://chnm.gmu.edu/courses/omalley/120/empire/ads/ads3.html
S. (2017, August 6). Analysis Essay On An Advertisement, Writing Guide. Retrieved March 28, 2018, from https://customessayorder.com/blog/analysis-essay-on-an-advertisement-writing-guide
Coory, E. (2013, April 9). The Lebanese Character — Attention Please, “ANA”. Retrieved March 28, 2018, from http://www.coory.com/articles/lebanese.htm
Lebanese Body image and the media. (2013, January 14). Retrieved March 28, 2018, from https://finalsiek.wordpress.com/
Sex and Relationships in the Media. (n.d.). Retrieved March 28, 2018, from http://mediasmarts.ca/digital-media-literacy/media-issues/gender-representation/women-girls/sex-relationships-media
Media and Girls. (n.d.). Retrieved March 28, 2018, from http://mediasmarts.ca/gender-representation/women-and-girls/media-and-girls
Sex and Relationships in the Media. (n.d.). Retrieved March 28, 2018, from http://mediasmarts.ca/digital-media-literacy/media-issues/gender-representation/women-girls/sex-relationships-media
Resisting Stereotypes and Working for Change. (n.d.). Retrieved March 28, 2018, from http://mediasmarts.ca/gender-representation/women-and-girls/resisting-stereotypes-and-working-change
