I first saw this poster in a subway car directly after leaving one of our Media Criticism classes... and well... it's asking for it! This advertisement almost blatantly attempts to play off of the normal cliche's that plague the advertising industry.
The advertisement is for Remy Martin, purveyor of "fine cognac", but how would you ever even know that? Unless you recognize their trademark centaur logo in the bottom left of the poster, or you can read the almost-fine print label under the "Remy Martin" label in the other corner, there is literally nothing in the advertisement that indicates it is for an alcoholic beverage. Because of this, it becomes clearly evident that the entire campaign is focused on drawing in customers simply because of the innuendos presented by the two women and the cliche tagline "Things are getting interesting".
For starters, this ad is incredibly demeaning towards women, using them as bait almost to attract male customers. To take this further, who are "things getting interesting" for? The women? OR, the man admiring the two flirtatious women? In both instances, women are depicted as being mere objects for men; objects used to pleasure men in some manner. This sort of advertising is so over used that it is often surprising that it dominates the liquor industry even still. It is my hope that people become more critical of these sort of cheap gimmecks; so much so that the industry is forced to alter their advertising strategies. With enough social change, hopefully this demeaning depiction of women can be less prevalent in media, and eventually vanish entirely.
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