ADVERTISEMENT FOR TROJAN CONDOMS:
Multiple components make up this advertisement. Together they work to pull the consumer in, inspire subconscious thoughts or opinions, and spark desire.
The book “Picturing Texts” breaks down the different methods of creating a successful advertisement or image. The text describes balance as the first element of an image. People are in a constant subconscious search for symmetry. They want equilibrium, be it putting the fork on one side of the plate and the knife on the other, or balance in imagery. If an image is unbalanced, it creates tension that can be both disturbing and engaging for the viewer (Faigley 26).
In this advertisement, the two pigs in the front create a balanced base for the image. There is a horizon line where it is lighter towards the top of the image and the viewer’s eye is drawn slightly to the right to see the couple standing together. This makes the image more interesting by not being perfectly symmetrical. The four girls in the image are placed parallel to one another creating another sense of balance but allowing the one in the light to stand out.
The visual imagery of the pigs is a use of metaphor, comparing the men who don’t use a condom every time to pigs, which in our culture symbolize something dirty, greedy, and animalistic.
Using comparison and contrast the advertisers set up a man who ”uses a condom every time” to men who don’t (the pigs). The woman with the “evolved” man is happy and flirtatious whereas the women with the pigs are unhappy and disgusted. This creates a juxtaposition not only between the man and the pigs but also between the engaged woman and the repulsed ones.
The use of light and dark in the image not only draws the readers attention to the light but creates yet another contrast between the pigs and the evolved man.
The text says “evolve”, which indicates that the men who don’t use a condom every time are more primal. The women’s reaction communicates that women are more interested in evolved men, and therefore men who use condoms.
Posting the video really put the post in perspective. I completely agree with your analysis and must add that I hope the ad isn’t at all misleading to women. But I’m sure that even though the argument was well constructed, people will keep in mind that a rose/pig is a rose/pig by any other name. Seems like the talent of advertising is also being for evil.
Nice analysis. I’m impressed with the examples you brought up, they really make sense. Trojan did a great job of making the pigs extra gross. Do you think this was an exaggeration or right on target. I also know some people that would argue the man that isn’t pictured as a pig is the same as his swine friends. It’s interesting how Trojan glorifies this man in order to sell a product. Would you argue that companies like Trojan are trying to sweep that kind of image under the rug, and if so is that a good thing?