4.6 Implicit and Explicit #1

Take a look at recent advertising that involves photographic representation of the human body. Choose two ads where the message is explicit and two where it is implicit. Can you find any that are a combination of the two? Analyse these images in your learning log.

Explicit Adverts

This advert of a woman wearing sunglasses and allowing a man’s finger to enter her mouth was banned as ‘sexually implicit’.  The IAA ruling said the ‘image was deeply vulgar and went beyond bad taste to actually offend public sensibility’.  It went on to say that it deplored the ’explicit and provocative character’ of the image which went beyond acceptable limits for advertising aimed at the general public.

 Wonderbra - This advertisement for the Wonderbra is a stereotypical ad that is trying to use sex to sell the Wonderbra. Of course, that makes some sense since it is for a bra, but the "I can't cook, who cares?" line is the part people would have a problem with.



Implicit Adverts

Fear Appeal - Advertisers use fear appeals to evoke desired response and motivate audience to take steps to remove the threat. This advert uses implicit fear to get people to be aware of the consequences of drink driving, ie, that you could end up needing a ‘spare part’ as a result.

 

Although women have proven they have skills beyond household care and beauty, they are still depicted as sex symbols and incapable of every day life situations. The ad above screams this notion that women are only good when they are thin and fit, that they shouldn’t eat candy bars because they would look like the girl on the left and somehow in society, that isn’t okay. Being full figured is frowned upon in this ad, implying that in society, you will only be happy if you can be half-naked and have abs of steel-which in reality only a small percentage of women look like the one on the right.