In the advertisement above we see a man and woman from the calves down. The woman is in high heels with her panties around her ankles. The image is black and white with the adidas logo placed in the middle and the phrase "The first thing see notices... are your shoes."
The purpose of this ad is to sell you adidas. The advertiser is telling the viewer that if you wear these shoes she will know you're hot stuff. She'll be captivated by your adidas shoes and immediately drop her panties for you. Long story short, wanna be cool, wanna get laid, then buy this product.
In American culture black and white is often interpreted as vintage or classic. Adidas have been around for many years and is a well known brand that has formed a lifestyle around their shoes. The fact that we can only see one of the man's legs makes it phallic, representing the mans penis and his masculinity. The fact that the man is completely covered shows that he can't be dominated by other woman. There is no possible way he could lose control, keeping his head clear to choose which lady suits his fancy.
In our culture women are seen as dainty damsels who can be easily controlled by a strong masculine man. To conquer a woman is simple all you have to do is capture or control her. Although the woman in the adidas ad is not physically bound she is captured by the ever so attractive shoe. The first thing she sees is the shoe and then its game over for her, she is captured by the shoe and under its control. She looses all physical restraint and allows lust to take over on the shoe wearers body. By doing this the ad is dehumanising the woman, we don't see her as someones daughter, we see her as nothing more than a sexual toy.
In this advertisement there are many signifiers but the one that sticks out to me the most is the panties. The panties signify sexual drive, femininity, and vulnerability.
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