Paper #1 Summary

Introduction to CMC

9/2012 GQ Magazine Ad Textual Analysis

Jack Spallone

9/17/2012

Demographic

• 6.5 Million Person Audience• 4:1 Male to Female Ratio• 25% HHI More Than 100k• 83% Viewership 18-49 in Age• 49% Managerial/Professional• 70% College Educated• 6:4 Single to Married Ratio

“Through a textual analysis of the September 2012 issue of GQ, this paper argues that a deviation between aspiring men and successful men viewership is exemplified in a particular pharmaceutical advertisement.”

Thesis Statement

Signifiers• Unlike most GQ ads, this one does not

market a luxury item• There is not a male, or even an attractive

female in the ad, suggesting that this product is for married men; therefore being apart of the older demographic – the ones who have attained success.

• Although a woman is pictured, the POV is that of a married males, there by fortifying the older demographic target

• Unlike most other ads in GQ, this one does not display a fantasy lifestyle. The deviation from that is an example that this is for a man who has attained a luxurious lifestyle, not one who aspires it.

• The tagline “Because Sleep is a Beautiful Thing” again implies that this is for a hard working man who does not desire a grandiose lifestyle, but rather a man that needs rest from working so hard to maintain that lifestyle.