Pirelli
Carl Lewis, Pirelli's rearguard. When Pirelli first produced their pinup calendars they were determined to produce a product quite different from the standard pinups plastering walls of car repair workshops and locker rooms. It looks as though, with the ad above, they are determined once again to make a mark on public consciousness. Why you might ask? What is so world shattering? Well!
Although it is not as clear in this reproduction as in the original,
it is still possible to note a faint 'arrowhead' pointing to the
left in the top right hand corner of the ad. The The dark, pointed, cloud is, of course, overlooked by viewers who do not expect such features in ads. In addition, their conscious attention is readily distracted by the high heel shoes and other features of the ad. So what meaning might be attributed to the arrow pointing at Carl Lewis' ass or what might it symbolize? The ad has the kind of Freudian touch that Wilson Key would have approved of. Freudian notions were the basis of Key's theoretical approach to semi-subliminal and subliminal advertising as reported in Sexual Seduction, Ad-ventures in Erotic Art and other books. If the 'arrowhead' is there for a purpose it seems reasonable to assume that the shape is calculated to trigger emotional responses in susceptible individuals. For example, two of my male students reported feeling disturbed by this ad and yet could not identify the reason why. Their reactions could have been for one of two related reasons. The ad caption pointed out that there is 'nothing without control' (italics added). This caption when presented in conjunction with the area of anatomy pinpointed by the tip of the arrow, has the potential to raise worrying issues for some individuals. This may be in connection with the control of bodily waste (something rather than nothing) and/or issues associated with emotional control. Alternatively, the ad may have raised sexual issues. This could perhaps explain why, in a parody of the original ad, Tony Slattery appears rather grim, almost agonized. Tony's 'ad', incidentally, featured in a set of spoof ads that appeared in Marie Claire magazine in 1996. If Tony chose the topic himself then something about the ad must have appealed to him and the key element might not even have been consciously appraised.
Any of these - and other - interpretations could be justified on the basis of psychological theories. To determine the particular interpretation that registered with any specific individual would require extensive knowledge of their early life history. What is clear is that the Pirelli ad was intentionally doctored in a manner that was calculated to trigger a variety of ideas. These were not simply to promote the idea of traction by Pirelli tyres. This conclusion is not based solely on the interpretation of one particular advert. Readers will find the necessary 'evidence' accumulating by viewing the next two Pirelli adverts, each of which has also been 'doctored' to produce ads with a number of layers of meaning. |
Hot Hands-Cold Heart
A couple of likely voyeurs can also be noted just above the lava flow 'hand'. And, if your imagination is powerful enough, you might also be able to perceive another 'face' embedded in the cloud of smoke billowing from the volcano.
In
the world of male magazines, women are often treated as objects
to be observed and Such an elaborate set of images and their socially pertinent interpretations could not have occurred by chance. Their essential audience would seem to be male chauvinists. One may wish to bear in mind here the predominantly male staff of the companies selling and using Pirelli tyres and the chequered history of Pirelli calendars. A second audience could be anxiety prone individuals, especially, women. Intuitively, instilling anxiety might not seem like a good sales technique. But, providing the level of anxiety is manageable, and there is no conscious appreciation of the cause, then a solution to the anxiety that the ad may have caused is readily at hand. The solution to such unconscious anxiety when aroused in a context concerning driving , tyres and road holding means that Pirelli tyres can also offer relief. The fact that it was their ads that engendered that anxiety in the first place would not be noticed. For other anxiety related ads see the Marlboro page. As with all the ads mentioned on this site it would be interesting to look at the sales figures for Pirelli tyres before, during and after the particular marketing campaign that these adverts were part of. Another Pirelli ad can be found on the Ads of the Month page. For
information about a series of interesting books and Despite the title, this book is recommended as suitable reading for males of all ages, especially those regularly exposed to the sexist images and messages common in drink, car and cigarette advertising.
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Last Revised: 3rd January, 2003 |