This is an ad for Aveeno’s Daily Moisturizing Lotion with Jennifer Aniston.
Sex Role Perspective
This ad reinforces female characteristics. Jennifer Aniston is sitting on a lawn chair with a white dress that slouches off one shoulder. She has her hair down and makeup on. She is perfectly posed with every limb in mind.
- She is closing her body off by crossing her legs while “slouching” in a ladylike manner to lean her face on her hands.
- She is delicately touching her hand to her chin, while the other one is softly places just right on her knee.
- The ad in general is over edited and airbrushed. When I first saw the ad it did not look like Jennifer Aniston at all. The hand on her knee does not look real at all – it looks plastic. Her eyes are so blue they look like gems.
- This sends the wrong message to women. Aveeno’s slogan is “Beautifully Natural Results”, but nothing about this ad is natural looking.
Gaze Theory
This ad can go both ways in thinking about the male gaze. I would like to think that this ad is just Jennifer Aniston sitting in a chair. However, the fact that she is the face of the ad changes that. She is a well known actress that is deemed very beautiful and sexy by men, so that by itself unfortunately could make it be for the male gaze. Also, the fact that the advertisement is so edited to look plastic is completely for the male gaze. No woman can look at this ad and think that is attainable no matter how much lotion you put on your body. They are using Jennifer Aniston to show men that their women can be as beautiful as her with Aveeno.
Shared by: Megan Jasen
Image Credit: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/jennifer-aniston/aveeno/