Chapter 10 discusses beer advertising. The advertising of beer products doesn't involve using logic, instead it centers around shaping a products image to attract consumers. This image the advertisers generally create relies heavily on sexuality and sexual innuendo. Not only do they use sex but also humor. The chapter states that "sex and the marketing of beer are virtually inseparable. "
Chapter 12 discusses the pornographic aspects in fashion advertising. The chapter states that advertisements in Elle, Vogue, and W show women not only as desirable objects for males, but also objects of pornography. Pornography signifies a particular content with the intention to produce a particular kind of effect. Fashion advertising usually focuses on only certain parts of the female body instead of a full figure, objectification. As well as the use of submissive expressions. This can cause confusion in the line drawn between high art and pornography.
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