(sorry it's kind of small)
I first saw this ad in my Intro to Media studies recitation and thought it would be a fun one to analyze- I want to hear what you guys think!
Ok, so what does this advertisement denote?: There are two photographs shown, one of a woman’s body in black lingerie and the other of a man’s shirtless upper body. In both photographs, the faces and lower halves of the people’s bodies are not shown. The man has a six pack and a muscular physique and the woman’s cleavage is exposed. In between these two images, there is a box with text in it that reads “FGALAWFIRM.COM. Life’s Short. Get a Divorce” and then ten numbers are listed underneath. There appears to be two names followed by the letters “Esq.”
Now let’s look at what this ad connotes: The first two things that grab your attention are the two pictures of the half naked, “sexy” bodies. Then, your focus shifts to the middle where the text is, “FGALAWFIRM.COM” and so we automatically know that this ad is for a law firm. The title of “Esq.” after the two names listed at the bottom signifies that they are lawyers since “Esq.” is short for “Esquire” so we can be sure that this is definitely an ad for a law firm in case we had any doubts before. Obviously, the ten numbers listed is the telephone number for the law firm. The tag line “Life’s Short. Get a divorce” next to the pictures of the two sexy bods is sending the message to married individuals that they should divorce their spouses so that they can enjoy hot sex with physically attractive people. The fact that the photographs don’t show their faces signifies that this law firm is specifically telling you to get a divorce for purely sexual purposes and not to, say, promote divorce for the sake of finding a more compatible partner.
This extremely controversial Chicago billboard was eventually taken down after there was an uproar and a negative response all over the news and in the Chicago neighborhoods. What do you guys think? Crossing the line or brilliant advertising? Would you have taken it down? Even though the ad shows both a female and male body do you think it’s more triggered at one gender over another?