Advertisement in regards to dating apps and websites are specifically directed at women while simultaneously sexualizing their bodies—using them as a hook targeted toward straight men. Here we’re going to analyze several strategies that different companies use via a few handpicked photos. A lot of people don’t have the ability to meet people face-to-face, or even in their own areas, and I believe that the mobile revolution is partly responsible for fixing this problem. (Hendrickson and Sawyer 96) First, though, let’s get into some technical aspects of these types of applications themselves, and which one in-particular we’re going to be focusing on.
Drippler is the application we’re going to use for this analysis, as it is a perfect example of something which people use in their search for love and romance, or sometimes even just friends. Where do they come from? On most smartphones, and through the operating system we’re going to use in our example (that being Android’s Kitkat), you can find many a variety of apps through the installed marketplace. Due to our ability to do these things, nowadays, we have instant access to other people, right in the palm of our hands, and usually offers very unique ways in communicating. For example, with apps such as Tinder, one might swipe left or right depending on their attraction, or lack thereof.
Love, though, this is the central theme you’ll find through Drippler, because who doesn’t want love? This product, or application, consists of multiple versions that work across multiple Android platforms, so you don’t have to worry so much about keeping your phone up-to-date in your search for romance.
The question we’d like to ask, is: Are these various platforms based on human beings interacting and attaining a mutual and progressive understanding of each other? Or is there something ulterior here? Things we could use as an example in regards to these questions are issues such as how some may focus on physical appearance, rather than personality, they’re age or even the hobbies in which they occupy their time. This brings us back to our original objective here, and the advertising which Drippler uses speaks volumes in answer to both questions.
In regards to comparison, [both of these ads present the numerous ways in which we, as individuals, may present ourselves, or at least in a way that advertising campaigns believe we would or do]. A lot of people believe that presenting one’s most attractive features through the medium of photography is central in acquiring the attention of others, which in-turn will likely start a conversation. Both of these ads were taken from different sources, where advertisement X was taken from “drippler.com”, while ad Y is being sampled from “playboard.me.”
Both of these ads being used for our analysis seem to be displaying varying parts of a woman’s body, which is believed to be a few different techniques that the public may employ in gaining the attention of potential dates, or in this instance, that of straight men. At least, we’re going to make that our focus here, because lesbians, or otherwise LGBT affiliated people experience a number of nuances when it comes to dating apps and their heteronormative presentations.
Ads, or photos like these, are thought to be a strategy in gaining instant attraction, or even just interest, because nowadays we live in a society of quick and fast interaction and we’re all on the move, all of the time.
Nevertheless, as we mentioned before, both of these advertisements are using women for their marketing strategy, and I believe it capitalizes on the state of media overall, and how women are frequently objectified for profit. Due to the fact that most of, if not all of the advertising used in the dating app arena, are all centered on using women, some may interpret this as an example of the user base itself. In ad X, there are a series of photos that focus on the different parts of a woman’s body, and what advertisers believe might gain the attention of straight men the most. That being: Legs, clavicles, hips and maybe even feet. There is a central theme though, and that is happiness (at least outside of sexual objectification). In comparison to the opposing ad (ad Y), we only see the face of the woman being used in the advertisement, aside from what appears to be a group gathering of friends, highlighting perhaps a double-date of sorts. But the main focus here is the woman’s smiling presentation, likely centering around a theme of happiness, because that’s what dating is all about anyway, right?
Based on my own private interpretations, [both ads display varying gestures that present a quick means of decision making, i.e. instant gratification]. On the other hand, there may be some who see ad X as almost erotic in a way, or maybe even enticing, if you will. Because of course, using a woman’s entire body, it must be aimed towards the straight male population. Similarly, in ad Y, it seems to represent, or symbolize something unique. We’re still using a woman here for advertising purposes, but there’s more a focus on her profile, her character, and quite clearly, her smile. And perhaps the group meeting, maybe this is just representative of various photos the users use to present some of the social activities in which they participate.
Additionally, as we can see from both ads, it seems as though the quickest and best way to gain attention or to start a conversation is to have attractive photos present, a sort of superficial way of reeling others in. Because of this, though, women interested in using such a platform may develop the perception that the key to success in dating is in providing the most quality photos that they have to offer; that physical beauty trumps all else. But this is by no fault of their own, as it is the nature of the society in which we exist.
Furthermore, the majority of non-subscribers, or potential customers, might feel as though Drippler ads are giving specific direction to women in how to obtain a partner, involving an act of selling oneself for quick gratification. This highlights, or capitalizes upon regular expected beautify standards, and the expectations of straight men in superficial online dating rituals.
According to the aspects of advertising and comparison strategies, though, ad X says that putting your entire body on display is likely the best way to give men a bigger perspective upon what they’re “getting into” when “signing up” for a possible face-to-face meeting with their respective and possible mate. Women have become a sexualized subject in which advertising campaigns for things such as dating websites and apps use, almost as though they’re a prize to be won through a mobile game. In addition to the ads given, the population of men utilizing these apps may even withdraw their respect for women, based on a double-standard that nobody seems to be able to dissect in regards to dating and advertisement of oneself. Maybe there are men who only need photos to determine if someone is worth their time. A majority of the population might call these types shallow. But, again, this is the nature of the society which we have all prescribed to and constructed through decades of sexual objectification and self-defeating media. With all of these ideas in mind, both of these ads are relatively the same, one of them is just a bit more conservative in their strategy.
In conclusion, dating apps, at least in regards to the one we’re using for the examples here, are an adequate quick means of communication and attraction. Ads such as these have a provision of presenting personal information through that of unspoken visuals, and likely give men the idea that they’re shopping in a sexual marketplace. (Petersen 3) Nevertheless, be you male or female, the ads may seem to be catering to the straight male population, but there is usually always a user base of equal parts men, with their expectations of women, and women who likely slog through endless hours of subjectively potential dates.
Ad Y (William)
Ad X (Karen)
References
Grinberg, Emanuella. "Postures can increase your victory in online dating, study says." CNN (2016): 1-5. Printed.
Hendrickson, Mike and Brian Sawyer. Best Android apps: the guide for discriminating downloaders. Sebastopol: O'Reilly Media, 2010. Printed.
Hild William. “The only Apps You'll Ever Need (Seriously)” playboard.me, n.d., Web. Thur. 15 August 2013
Petersen, Lili. "These Dating Apps Have The Most Instances Of Harassment." Refinery 29 (2016): 1-8. Printed.
Tumbokon Karen. “Dating apps for iPhone and Android” dripper.com, n.d., Web.15 November 2013.
