In Amazon’s advertisement for Alexa featuring Michael B Jordan, the perspective is focussed on what the woman perceives to be ideal. Using what we know from the Sex Role Perspective, we can determine a lot about what is being conveyed from a gender point of view. For example, the main character of the ad is a female, who for the most part is seen using this product domestically around the house. However, we can infer that she has some sort of job given the beginning of the ad features her unveiling the product. All of this said, I wouldn’t say that this ad conveys a message based on the female gender governed by stereotypes. However, on the other side of things we see a few examples of potentially outdated male stereotypes. For example, the female’s significant other is often seen having small outbursts of aggression regarding her gaze at Michael B Jordan. Given the fact that the ad is governed by the female perspective, we catch an example of what can be considered the female gaze. Specifically, in this example we see multiple examples in which females are seen as the bearer of a sexualized glance at Michael B Jordan. Specifically, there is an example in the ad in which the user of the Alexa uses the device to turn off the lights and it shows Michael B Jordan removing articles of clothing as the user and her friends observe. Changing gears to discussing the otherside of the perspective, the subject of objectification within the advertisement is often seen with a glance that mimics the lights of the Alexa home system and makes it seem as if he is not looking directly at the viewer. It’s a bit of a stretch however, with elements of another object, it’s as if he is looking in another direction or is incapable of seeing through his eyes. This is similar to the way a female might look away in order to provoke objectification.
Shared by: Will Porter
Image Credit: Image Source: https://www.google.com/search?q=amazons+sexy+alexa+ad&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjx9MXvhf3yAhVMMlkFHV-eBpUQ_AUoAnoECAEQBA&biw=1440&bih=746#imgrc=YwVhZ3OlHKNsZM