Heterosexism.

Heterosexism is a form of discrimination that favors heterosexuals over lesbian women, gay men and bisexuals. Upon meeting a person one doesn’t stop to think if that person is homosexual or not, it is in human nature to think every person is straight, as majority of the population is. I think companies choose heterosexual couples (woman and men) over homosexual (woman and a woman, man and a man) couples because majority of people in North American are heterosexual and they are easier to find. Another reason to why companies use heterosexuals over homosexuals is because many homosexual couples are still “in the closet” about their relationship as they fear the discrimination they would face. In my opinion, the last reason to why heterosexuals are the chosen target is because not many people are comfortable with the scene of same sex couples/people being intimate. Therefore, they use heterosexual to advertise, sell products and to promote something or someone.
I found two examples of heterosexual advertisements. The first one is a magazine ad of a Calvin Klein perfume. It shows a women’s perfume “Eternity Moment” is a magnet for men. The model is Scarlett Johansson with a male model. The company chose a man and a woman to advertise their product. The second advertisement I chose was a commercial for the men body spray, Axe. The axe commercial advertises the new product “Axe Dark Temptation”. It shows that they are heterosexual. The women are going for the guy because he smells good. These two advertisements have several things in common, but the one that stands out the most is the fact that, they are heterosexual commercials. The reason heterosexual couples were chosen was because, majority of the people are uncomfortable with people seeing the same sex couples being intimate, as mentioned above.
Upon meeting someone I assume that person is straight. I think most people assume someone is straight is because to this day people think that is the “norm.” Although it’s the 21st century, some people have still not accepted that fact that everyone is different; sexuality, race, language etc.

Cited:
"New AXE Dark Temptation Commercial" United States. 2009. http://www.youtube.com/watch?v=gEpfTicDVUE

Elizabeth A. Suter.(2008)Heterosexism and the media. International Encyclopedia Of Communication. Retrieved March 7, 2010. http://www.communicationencyclopedia.com/public/tocnode?id=g9781405131995_chunk_g978140513199513_ss17-1

Money Aint a Thing.

Consumerism is a modern movement for the protection of the consumer against useless, inferior, or dangerous products, misleading advertising and unfair pricing.

When people are considered as “materialistic”, that means they want every physical items they desire, such as high end clothes and jewellery or even expensive cars. I think it is not possible to detach yourself from materialistically driven society because every where you go you see materialistic items. Everybody wants something in there life that will be useless and expensive or might be an item the person uses once and never touch it again. I, myself, consistently have this ongoing debate going on in my head of whether or not I want the next Apple Ipod or the next Gucci bag. It’s impossible for an individual to run away from material items due the mass media. I, personally, want brand name clothing, expensive jewellery and many other things you see out there. There are many songs out there that talk about being rich and buying many things. The song I chose is “Rich Girl” by Gwen Stefani. I think this song is the best example of materialism because she sings about the fact if she was rich she would buy all the things in the world. An example from the song is the verse “See, I'd have all the money in the world, if I was a wealthy girl” this verse comes across as money is a materialistic item. The second verse follows up to the first verse, “Think what that money could bring, I'd buy everything” this verse indicates that fact the having money can buy you everything, true, but Gwen is talking about materialistic items like cars, houses, trips etc. which are not all that important in life.

Cited:

Stefani,G(2004)Rich Girl. On Love.Angel.Music.Baby [CD]. California: Encore Studio.