Advertisement Analysis

This is an advertisement for a diamond company with the words ‘and she thought these things only happened in movies’. In this ad, the phrase is meant to express the excitement she experiences from receiving a diamond, as it ‘only happen[s] in the movies’. The phrase does, however, has an unintended meaning. The use of the word ‘she’ belittles the woman in this scenario and the plain background with the diamonds on top provides the impression that ‘she’ is only interested in diamonds. Additionally, the comparison to a movie fantasy demonstrates the importance of a diamond in this woman’s life, implying that it is the role of the woman to love jewellery and appreciate gifts from their husbands. The company that makes these advertisements, develops their ads to strictly male audiences in order to convince them to buy their wives a diamond. In that case, by referring to the woman as ‘she’ and implying they are to solely love diamonds, the company is creating a culture of men that believe they must buy diamonds for their little wife.

The use of the word ‘she’ can also influence one’s interpretation of the phrase. It could be understood that the ‘things’ that ‘only happen in movies’ could refer to the belittlement of women. Unintentionally, it has the meaning that she thought a woman being treated this way only happened in movies, however in receiving the gift of the diamond she understands that it is a reality.

Print Friendly, PDF & Email

Leave a Reply

Your email address will not be published.

Skip to toolbar