Exercise 2.3: Select Possible Exhibits

Objective: identify a possible exhibit for your lens analysis essay.

Estimated time: 1-2 hours
Due by: 9:00 a.m. Wednesday, March 11th

Review the instructions for Essay Assignment 2—Lens Analysis.

Part 1—Research

Conduct some research to find a potential exhibit for your lens analysis essay. Your “exhibit” is the advertisement that you will be analyzing in your essay. It must be a static advertisement (not a video), such as a highway billboard, movie poster, online advertisement, subway advertisement, newspaper or magazine advertisement, or even a flyer. The advertisement does not have to be in English, but you will need to provide translation. Strong advertisements for this assignment are usually primarily visual but also contain text to analyze.

Select from images that I have posted here on our course website (do not require approval) OR from http://www.adsoftheworld.com (does require approval—email link to me by 3:00 p.m. Tuesday, March 12th.

Part 2—Writing

Identify three elements of the advertisement you think are crucial to understanding the implicit or explicit bias. Using strategies we practiced in class, draft a claim for each element to analyze how/why it indicates implicit and/or explicit bias.

Post your response as a comment below and bring a printed copy of those reasons, along with your image with you to class on Wednesday.

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26 thoughts on “Exercise 2.3: Select Possible Exhibits

  1. First, i want analyze the three elements of the advertisement of the implicit ot explivit bias this the first advertisement of the “here on out course website” the frist piture “Giordano Fashion (Hong Kong)”. Take a cursory look at the pictures it can found some look the advertisement will catch your eyes that every person apper at the advertisement wear the word on the shirt, the father in this family wore a shirt with the word “work” while the mother was “cook” and the two kids wore “cry” and “play” shirts.From the adults of the family wear “words” by the shirt is the behavioral and gender thinking formulas for the roles of adult couples in the family environment, in other words. This is a gender-oriented concept. The producers of these text ads printed on clothes expressed the family ’s The “duties” of adult men and the things that need to be done for the family are work, while the adult females in the family, that is the image of mothers who can only cook at home and maybe do some housework. This gender discrimination and solidified concept conveys an extremely unfavorable attitude. The notions of fairness and freedom are affecting social progress. At the same time, the expression on the shirt worn by the child is a symbol of character and behavior. The child on the left of the advertising picture wears a “cry” shirt. The advertising metaphor and the expression of the child’s daily behavior are enlarged. The crying label is covered In view of the characteristics of this child, the child on the right side of the advertisement is wearing a jacket with the word “play”. This is another solid label for the child’s daily behavior. It is true that the behavior can express the character of a child, but this advertisement is definitely a guide This is negative thinking.

  2. Fair and Handsome (India) Advertisement
    Three elements that I saw out of this text were:
    a) The text itself in that there is clear explicit bias by stating to any consumer that in order to “Look Tough” and “Look Handsome”, they need to buy this product. There is also a very implicit bias by claiming that any other cream products that men use will definitely not make male consumers “Look Tough” and “Look Handsome” and implying that all men are either weak, ugly or both from using other products that are directed to men.
    b) The text also points out a clear and explicit sexist bias as in smaller font, in where the ad mentions that “Women’s fairness creams are not made for Men’s tough skin” clearly stating that even a product made specifically for women’s skin cannot penetrate the skin of a man’s. There is also a level of implicit bias that implies feminine products aren’t strong enough, meaning to say women with fair skin need and deserve a fair cream for their fair selves.
    c) There is a strong implicit bias about the color of a man’s skin that in the even smaller text of the ad, it indicates how “Advanced Fair and Handsome Fairness Cream with Faircell Technology penetrates up to 20* layers deep into men’s tough skin and lightens the cells from within* , making you look Fain and Handsome”. Saying that this cream will lighten from within indicates that the consumers are buying this product willingly to lighten their skin for the sake of avoiding prejudice, despite already accepting the presence of prejudice by buying such a product.

  3. In the Burger King ad, its shown a woman taking a bite of a sandwich That is 7 inches with big lettering stating that “it’ll blow your mind away”. While in the upper right-hand corner it details and smaller words that” it just tastes better”, and on the bottom, in even smaller lettering “Fill your desire for something long and juicy”.It implicitly biases towards women indicating that They tend to prefer to consume large objects inside their mouths as the sandwich tends to resemble something that belongs to the male anatomy and do actions like this on regular bases (based on the picture presented white women). On the other side of things, it implicitly states details to men that no women would give you the time of day if you’re less then the desired seven inches and you are inferior because of it. Lastly, eating something that has a ton of meat in can commonly be associated with people going around tasting the sandwiches of multiple guys without thinking of the consequences behind that were it be relationships or financial in( terms of going burger kings)

  4. The three elements in the Shiseido ad that are crucial to understanding the implicit bias is the text. The text on the bottom says “White Lucent” this is implying that the serum and the mask will make your skin “white and lucent”, which is also the name of the collection. The image is also important because the woman’s skin is shown to be very light that it even illuminates and shines. This image is key in this ad because it is implicitly trying to state that the skin of women is supposed to look as bright as the skin of the woman in the ad. Another important element are the colors. The colors are all bright which is implicitly trying to show that the product will make your skin pure and clean.

  5. Mr. Clean Mother’s Day (US)

    Mother is happily cleaning with her daughter at home. Mr. Clean is standing in the bottom left corner with the brand name in big red text “Mr. Clean” and a magic eraser in white. The text reads “This Mother’s Day, Get Back to The Job That Really Matters. White is repeated to symbolism cleanliness.

    1. Parental rules. Women should teach their little girl how to as well. Perpetuating role of a mother. Explicit

    2. Gender. A women’s place in the house or kitchen. Implicit

    3. racial. Mr. Clean is white and the family is white. Implicit

  6. BMW (US)

    1. Caucasian woman depicted as being undressed and positioned in a sexual manner. Could be seen as implicit “race superiority”.

    2. “You know you’re not the first. But do you really care?”
    Further labeling the woman as a sexual object/highly promiscuous (having had several partners). The “driver” only sees her as a good lay for his/her enjoyment. Explicitly casting the woman as a sex toy.

    3. BMW Slogan: Sheer Driving Pleasure
    Partnered with the already sexual picture, the slogan has a somewhat erotic tone towards it. Could be considered both implicit and explicit, due to BMW being a luxury sports car, and due to the contents of the advertisement.

  7. Nadinloa bleaching cream
    Type of bias: explicit.
    Three elements of the advertisement I think are crucial to understanding the explicit bias are:
    1. Colorism
    The text in the advertisement is implying that dark skin will rob you of romance and telling girls that they need to be light in complexion in order to be popular and pretty.
    2.It is targeting girls and telling them that if they use the product and lighten their skin they will attract men.
    3.If you use the product you will be light and people will say that you look years younger but without the product you will look dull and older.

  8. Three elements of explicit/implicit bias in the Mr. Clean advertisement:

    Element 1: Sexism- This advertisement shows implicit bias by implying that the most important thing for the woman is being home working and cleaning. It also uses the words “get back” to the job, which implies some kind of anti-feminism, because it is telling women to go back to doing what they used to do before they started working in the same jobs as men.

    Element 2: Another gender explicit bias- I saw in the advertisement that the woman doing the cleaning looks very happy doing it. In addition, she has her daughter with her who also looks happy. It seems that it is trying to show that a woman staying home and cleaning is the right tradition that should be passed on from mother to daughter and be happy doing it.

    Element 3: Masculinity- Implicit bias. The image of Mr. Clean is a well-known brand that presents the best way of cleaning. It seems to be showing in the ad that as the man that knows best about cleaning, he approves the idea that cleaning is the job of women and if he says so, then it must be true.

  9. In the advertisement from Nivea featuring their UV Whitening Serum, there are three key elements in it that showcase colorism that is predominant in Southeast Asian countries. The first and most prominent element of the ad was the pale white skin color of the female model on the left. Her skin is lighter than her counterpart models with darker skin tone which are common for Southeast Asians. Next element consists of few components that work in conjunction radiate the benefit of having a pale skin. At the bottom of the ad, the text “fairer, smoother & radiant skin” is highly suggestive that having a white skin color will lead to smoother skin that can radiate energy and happiness. Another component that help to strengthen are the sun-like logo that is also “radiating” which sits very close to the main model’s face who happens to be smiling. Lastly, the most important and most implicitly bias element are the two models that are admiring her skin tone. This admiration is trying to show a “societal standard” that having a lighter skin tone will gain more attraction.

  10. In the Giordano Fashion (Hong Kong) photograph the three elements of implicit and explicit bias I found are the text on the t-shirts, the money sign on the man’s shirt, and the words “It’s Family Time!”. The words on the people’s shirts is and explicit bias. For example the man has work written on his shirt meaning he is the provider of the family. The women is wearing the words cook on her shirt which means she cooks for the family (which is very stereotypical). One of the kids is wearing play which means he plays and the younger kid is wearing the words cry meaning he cries. The next element is the money sign on the mans shirt this is implicit bias. This element implies that men do the all the financial work in the house where the main role of a women is to tend the house. The next element in the photograph is the words “It’s Family Time!”, this is explicit bias. The words imply that this is how families should look and the roles each person should have.

  11. Loreal White Perfect (India)
    This image depicts the societal ideology of the superiority of fair skin. It implies the prejudice against darker skin tones in Indian society as being less desirable or even less marketable as indicated through the quote given by the model herself, Sonam Kapoor, a beauty icon of Bollywood cinema: “ On and off-screen, my skin looks perfect” depicting the standards the ‘screen’ and real-life has of what can be defined as “flawless”. The bias in the ad is that in India, women with fairer skin are considered to be more beautiful and are even associated with belonging to a higher caste or status. The racism, colorism is explicit and the objectification of women is heavily implied in this ad. It boldly states ‘White Perfect’ as the model holds up a string of white pearls next to her face. The adjacent placement of the product, face, and the pearls mark an obvious link between the three: use the cream, to look like the model which is then compared to jewelry, subliminally implying that a woman’s value and worth is the same as an accessory. What also needs to be noted are the statistics provided in the ad. The women’s poll emphasizes the bias and colorism that exists between Indian women and reveals the target audience that succumbs to this ideology. This stigma also echoes residual colonialism and reveals the referent system of the ad, and highlights Hall’s theory of “The ‘West’ and the Rest.” Despite being part of the ‘rest’ we accept the discourse/ideology of The West representing whiteness, power, and superiority. By being fair-skinned, we are automatically linked to that ideology, making us ‘superior’ over the basis of skin-tone. Finally, restating the connection between the object (pearls) and the person (woman/model) also refers back to a traditional ‘desi’ saying that ‘ladki khuli tijori ki tarah hoti hai’( a woman is like an open treasure chest), blatantly defining women as not only objects but also indicating them as vulnerable and weak, thus sexists ideas are also being employed here.
    The three elements I have identified:

  12. In the Nivea Whitening Serum (Philippines & Malaysia) advertisement one is immediately directed to the woman with the fairer skin as the light at the top of the image shines on her back and show how great she looks after using this product. The first element that is crucial to the understanding of this ad is the contrast made between the woman with the whiter skin tone and the one with the darker skin tone. This is explicit bias as it is done to explicitly indicate that the lighter skin tone of the women in the left side of the picture looks better than that of the darker skin woman in the right side. The second element used in this ad overwhelming amount of attention the man gives to the lighter skin woman compared to the other woman. This explicit bias is used to show the audience that a lighter skin will steal a man’s attention and will even cause your friends(females) to envy you. Finally, the third element seen in this ad is the “95% purity” given as part of the ingredients. This implicit bias makes the intented audience want to use it as purity implies that it is better than other product in the market.

  13. Mr. Clean Mother’s Day (US)
    The first element I identified in this ad is sexism, this ad shows an implicit bias by implying that a woman’s most important task is to stay home working and cleaning at the house. It also shows anti-feminism by saying “get back to job that really matters” which basically is degrading a woman by implying that all a woman needs to do is listen and clean the house. The second element I identified in this ad is gender which is an implicit bias as well because it shows a woman cleaning the house and not a man and it also implies that cleaning the house is only a woman’s job. A third element I identified has to do with being a mother and having a daughter and the ad shows the woman teaching the daughter how to clean, this shows an explicit bias by implying that the woman is teaching the daughter how she should live when she becomes a wife in the household.

  14. Three elements of explicit/implicit bias in the Nivea Whitening Serum (Philippines & Malaysia)

    1.) Colorism – skin color in Southeast Asian(Philippines & Malaysia) is predominantly darker skin tone and this ad is condoning the concept that the women on the left has a white skin making her beautiful as opposed to the women on the right who has a darker complexion.
    2.) Sexism – The man in the ad is admiring the model on the left’s body and how white her skin complexion pleases him along with looking at her as if she is a sexual object staring at her chest while ignoring the women on the right
    3). Social Norm – The ad say that you will have fairer and radiant you will become more attractive and acceptable to society.

  15. Advertisement: Fair and Handsome (India)

    The three elements that I identified in understanding the implicit and/or explicit bias in this case (colorism and sexism) in the advertisement are as follows:

    1) The text.
    2) The “referent” image (Shahrukh Khan).
    3) The packaging of the product.

    Below are the claims I made on each element to analyze how/why these elements indicate implicit and/or explicit bias:

    1) The text is establishing the idea that you can’t be handsome if you’re not fair which is perhaps promoting colorism in a country of over a billion population of color. Additionally, it is giving a subliminal message of sexism portraying women’s skin as fragile compared to the men’s. It is implying Hall’s idea of the “regime of truth” for masculinity as tough which is implicitly related to strength. Hence there is also an element of misogyny in the advertisement.

    2) The primary idea is to sell you the fairness cream but the framing of the advertisement persuades the buyer to look at the referent before the product. It generates the appeal that you’re getting something as good as and as popular as Shahrukh Khan who is arguably one of the most decorated Film stars in India and across the globe.

    3) The design of the product, its coloring and packaging compliments the ideas displayed in the advertisement. The product is wrapped with the aim of not restrict the marketing of such ideas just to this advertisement. From its shinny steel grey colored packaging with check pattern indicating men’s toughness as the steel and fairness as the shine to the text saying at the bottom of the box and the tube, “For tough male skin”, not only the ad but the product itself contains the implicit and/or explicit bias. It is actually a tactic to attract the consumers when they are at the supermarket looking at several other products in the aisle.

  16. I am going to be analyzing three elements of the advertisement and explain how or why is indicates an implicit or explicit bias. The advertisement I will be choosing is under the “here on our course website” link.

    The advertisement chosen is the Mr.Clean Mother’s Day ad, and this ad shows a picture of a mother and daughter cleaning and they are joyful while doing it as well. It states on the ad “This Mother’s Day, Get Back to The Job That Really Matters.” Within this picture is the known character “Mr.Clean” that represents the product on the corner of the ad. This ad can indicate an implicit bias because it shows how a womens job or known setting is in a kitchen. Which can show a sign of separate spheres where there are specific roles applied to each gender or “what each gender should do as far as a social life”. For example, a mans life is outside and to have a job to provide for his family, whereas the mother’s life takes place inside the house taking care of the children, cooking and cleaning. It can also indicate a explicit bias because of the fact that the role as a mother is to teach these jobs to their kids, mainly daughters. Lastly, this can show an implicit bias because of the sexism portrayed in the advertisement. The quote when it states “Get back to the job that really matters” is implying that women should return back to their old way of living and having an at-home life rather than a social one.

  17. Nadinola Bleaching Cream (US)

    Bias 1: Colorism – The ad portrays a black woman, which we can guess used the skin lightening cream, because of the men flocking around her as the ad ensures that the cream will do. It’s blatant colorism because what’s wrong with having a darker complexity? It’s saying, if you use this cream you will become instantly more appealing.

    Bias 2: Sexism – The ad also objectifies women as some sort of trophy, that must be kept a certain way for men to find them appealing. The use of the cream will make them more ‘presentable’ to the opposite sex as if they have to care what the opposite sex thinks.

  18. Loreal White Perfect (India)
    The three elements were:
    (a) Indian women agree on skin looking visibly fairer by 88% and dark spots reduced by 79%. This is a form of explicit bias and implicit bias. The explicit says that our overall skin color would have a drastic change in fairness by being fairer and less dark spot. The implicit says that “Indian Women Agree” refers to as such, all the Indian women are loving this product and the fair skin they have is the cause of this loreal cream. This persuades us to buy as, our pale skin could be the cause of not buying this. The element is insecureness
    (b) “Flawless. Spotless. Pearl perfect fairness.” This produces an extremely implicit bias. These few words exaggerated with bigger font and blue color text produces the ideology that if we want to be perfect from our character, have no flaw in our actions, we need to use this whitening cream. This whitening cream is a cure to all our personal problems. Even though this has nothing to do with our personality, a conception is being made, we need this in every situation that we really need this not only for our skin, but for correcting our inner self. The element is colorism.
    (c) At the bottom middle of the ad shows Sonam Kapoor’s dialogue, a famous Bollywood actress. She says, “On and off screen, my skin looks perfect!” The reason for a well-known actress’ white skin is only due to this loreal skin whitening cream. It makes us eager to buy it. The element is idolism

  19. Advertisement: Mr. Clean Mother’s Day (US)
    Three elements that are crucial to understand the advertisement are

    1) The text – “This mother’s day, get back to the job that really matters”. This implies that the main job of the mothers is cleaning. Also, by mentioning “get back” it’s shutting down feminism, to hint that women should go back to their roles as housewives, rather than working elsewhere.
    2) The mother with her daughter – From the image, we can assume that the mother is teaching the little girl how to clean, as though she’s passing down the skills of cleaning that every woman should have. This may also express the idea that women should be taking care of the children. Additionally, They appear to be smiling widely, which indicates that they’re both enjoying this activity.
    3) Color White – Mr Clean’s shirt, the spot that the women cleaned, the skin color of the women, the product and much of the negative spaces are all bright white. Like many advertisements, this ad is correlating whiteness with cleanliness.

  20. In the Burger King advertisement, they are trying to sell their sandwich, the “BK Super Seven Incher”, which is described as “long, juicy, and flame-grilled”. The name of the sandwich is implicitly describing the sandwich as if it were like male genitalia. Long and Juicy are sexualized terms to describe sandwich. The ad showcases a woman gasping at the site of the sandwich. This explicitly says that women enjoy eating this sexualized sandwich, not only cause of the taste of it, but because of it’s measurements. In the top right corner, the ad states “It just tastes better”. It explicitly says this to show that it tastes better than a competitors sandwich and that if you don’t have this sandwich, you’ll be tasting something that is worse. However, it is implicitly contrasting the sandwich to male genitalia again, why bother with something irrelevant when the “Super Seven Incher” is there.

  21. Three elements of explicit/implicit bias in the BMW(US) ad.
    Type of bias: Explicit

    1) The image of a young girl – the girl’s age is probably between 16 and 20 years old and she has fair skin and blondish brown curled hair. BMW used this young girl’s image to symbolize as used cars. The girl’s image portrays that she is not a virgin and represents her as a sex object.

    2) The text – “You know you’re not the first. But do you really care?” – if we simplify this text it becomes like BMW premium used cars are so beautiful, it won’t matter if you’re not the first driver. But the problem is the text is written based on the young girl’s portrait. The box in the lower right corner also has “Used Cars” written underneath the “BMW Premium Selection”, that also indicates that their used cars are still good as this young non-virgin girl.

    3) Audience – It’s surely not for women. The ad objectifies women as a sex symbol, that’s a certain way for men to find them appealing. They are disregarding women who may have been potential BMW buyers, but only they are focusing on men. And seductive expression she has in this ad it clearly contains a sexual message for men to get attracted.


    One of the explicit bias I see is that the colored gentlemen is painting over another colored person and that color is white. Both seem happy about it. This is an indirect sway that the color white is the most desirable thing in that specific time period. Another thing is that the colored gentlemen is doing the work. This shows hints of slavery and how “white” men used “black” men (I am absolutely trying my best not to sound insensitive.) as tools and as commodities. The implicit bias that I can spot is that in the text(header). It says, “SEE HOW IT COVERS OVER BLACK”. This seems like an innocent mistake but I highly doubt it. Pair that header with the image below and you know that they knew what they were doing.

  23. Brush On a Pretty Face
    When I first saw this image the first thing that popped out was the text on the top of the advertisement, “ Brush On a Pretty Face “, which clearly shows an explicit bias.
    This image is racist because it shows a Black woman putting on a makeup product to turn herself into a whiter and prettier individual so she fits into society, which shows an implicit bias to the audience.
    -The third type of bias is explicit, the word “Pretty” is a sign of glittering, which catches the audience to feel a certain way of the product.

  24. Love’s Baby Soft ad.

    1. Text – The main statement of the ad reads “Love’s baby soft. Because innocence is sexier than you think”. The ad is for a skincare product(lotion) & this line attempts to sexualize or rather capitalize on the sexualization of youth & innocence in girls by connecting their product, a lotion that allegedly makes skin softer, with innocence/youth, therefore, sexual attractiveness.

    2. Image – The ad uses a teenage model holding a teddy bear, which further ads to the theme of the sexualization of innocence & objectification of women by presenting an ideal woman that would exemplify the effects of the product, an ideal woman that not only does that but also has other attributes(attractiveness in general) which the market(young girls) would desire, thus connecting the product with elements it can never directly deliver.

    3. Product image – this may be the most unsettling element of this add due to the context it adds. The product packaging, bright colors & more childish design, is indicative of younger demographic(possibly adolescent & teenage) being the target of this ad. this ties everything together into a disturbing conglomerate. Love’s Baby soft is trying to sell lotion to teenage girls by establishing their product as a sort of key to becoming like the model who is ‘Sexy” because of innocence & of course the lotion she uses.

  25. Mr.Clean published an advertisement in attempt to sell their product more. There is a mom and her daughter cleaning windows with a Mr.Clean product. There is a text in the top right hand corner saying “This Mother’s Day Get Back to The Job That Really Matters!” Mr.Clean is just standing in the bottom right corner smiling doing nothing. The text in the top right corner implies explicit bias since it says that a women’s real job that matters is cleaning and that is above all else. That is very sexist and it’s expressing that women clean and that is their job. The mother and daughter cleaning is another element that shows explicit bias, since it expresses that even the daughter will grow up to clean and her mother is teaching her that important job. It shows that, that is what women are made for essentially, to clean. Mr.Clean standing in the bottom right corner is an implicit bias expressing that mean don’t clean and they are happy when their wives clean.

  26. Element 1: Product’s Name
    The product’s name is Fair and Handsome, which asserts the discourse that only people with fair skin can be handsome.
    Element 2: The Text
    The text, “women’s fairness creams are not made for men’s tough skin” itself shows explicit gender bias.
    Element 3: Hyper Masculinity
    The advertisement also shows explicit bias which leads to hypermasculinity with the repetition of “tough skin” in the text that reads “live tough” and “look handsome,” with Shah Rukh Khan as the referent for masculinity.

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