SCS 100 Theme 2: Project 2 Exemplar
I chose the advertisements that I did because I was interested in how they related to gender to
food. Each advertisement is marketing a certain food: gelato, candy bars, or ice cream. Each
advertisement depicts either females alone or females in specific gender roles. I was also
intrigued by the advertisements because I am female and I enjoy eating chocolate. When I have
had a hard day I enjoy coming home and indulging in dessert to comfort myself. Some of the
advertisements portray women as having a desire for sweets, which made me question my own
tendency to desire sweet foods after a hard day at work.
Assumptions and Observations
Audience. Each advertisement has a specific audience to which it appeals. Each
advertisement depicts mostly white actors and actresses. The intended audience of these
advertisements are people who use food as a reward. The audience for these advertisements
would most likely be people from a westernized civilization who have excess food to use for
pleasure or reward. For example, people who live in countries where there is not easy access to
plentiful amounts of food would not have the same relationship to food as the people depicted in
these advertisements. There are other aspects of the advertisements that make me think the
intended audience is white and westernized. For example, the marriage in the Milky Way
advertisement appears to be a traditional Christian wedding, based on the presence of a priest
and the decoration of the church. The Freddo Ice Cream advertisement depicts children, all of
them white, and represents a democracy in which people are elected to government positions.
The Celebration advertisement is also showing individuals—all of whom are also white—who
again are using food as a way of celebrating. Finally, the Antonio Federici advertisement is
depicting a white nun being sinful by eating chocolate, which again seems to be portraying a
relationship between indulgence and food. I believe the relationship of food as indulgence is a
more westernized and privileged notion. Based on my observations, I believe the intended
audience for most of these advertisements are middle-class, white women.
Message. The message the advertisements are sending all seem to be about the
relationship between people and food. For the Federici advertisement, the message is that
women use rich, sweet food for indulgence and as a “guilty pleasure.” The advertisement even
seems to relate the indulgence of this sweet food with sin by showing a nun who is pregnant.
The Freddo Ice Cream advertisement is also showing a relationship between food and people.