A couple of days ago, while navigating the Internet, I ran into a public news website where they show a bunch of ads on the side promoting clothes, cars, watches, etc. And there was one particular BMW ad that caught my attention. The concept of hegemony lets me understand this advertisement from BMW with the use of framing as an associating tool.
For years now, we (consumers) have been constantly influenced by the media everywhere we go, that’s a given. Nonetheless, many times there is a spin that the media put to the ads that we don’t see. It may be in a hidden message, in a double sense image or it may be put out there without any type of disguise. But in the end, it does have a considerable effect on the way a person views that particular subject at that moment. This powerful influencing effect that basically tells us how to think about any given object that is being promoted is called framing.
In the ad, there is a couple fooling around in bed and the guy is very concentrated looking at the girl’s face. Only that, instead of a face, there is an open magazine showing a BMW and the message in the middle of the picture reads: The ultimate attraction. What, in my opinion, the ad says with the use of framing is that nowadays most men are very focused on getting a brand-new fancy car and, in many cases, it has something to do with the –attraction- part of the message. It (“the ultimate attraction”) representing the fact that once he gets in the car he takes on this role of an attractive “I-can-do-it-all” type of guy. This is how framing helps us understand the ad. By showing us how a typical guy can be thinking of a thousand other things (including a BMW) while he is in bed with his respective woman.
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