“Woman is nothing but a tool for the man”
It features a man and woman in bed, with a paper with a BMW car on the woman’s face. The caption is “the ultimate attraction” is trying to say that men value cars more than women, that they are worth more. It is mostly visual, the man and woman taking up the entire background with the simple caption across the centre. The man’s face is full of desire, directed towards the car, not the woman. They look like they are in a relationship, which is usually something intimate where they value each other over almost anything, but this ad is trying to get the message that their car should mean more to the man than their significant other. They decided to use a single line to get the message across, with a lot of emphasis on the word ‘ultimate’.
The main audience is men, but it could also be a message to women that they can only ever be second place to men, and their want for a car is more valuable than them. The technique they used was a negative shock advertising. In modern ads, they often use women as an object for advertisement quite subliminally, but in this ad, they literally paste an image on the woman’s face. The advertisement, as it should have been, was taken extremely negatively and received a lot of criticism.
