We live in an increasingly visual culture. For example, visual advertisements are everywhere: from roadside billboards to television, movies, newspapers, and, of course, the Internet. Often a mixture...

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Introduction
In the modern world, mass media is more like a key driver in shaping the ideologies of people about what they see and what they interpret. There are several academic fields, including anthropology, that address the problems of advertising (Crenshaw, 2009). Unfortunately, so far, not much interest in tackling the monsters in ads has been seen. Between television shows, there are different forms of commercials and some of them feature monsters that do not reflect dark and unknown parts of our unconsciousness like they have in the folklore narrative of the past, but instead tell the audience what to fear and at the same time how to resolve those fears. In establishing the meaning of advertising, the fact is that there is a continuous contact between the media and the public. The following examines what the monsters in ads represent or who they represent. The advertisement examined here sources from a controversial toilet cleaner in United States, as there are strong global knowledge flows present in people’s daily lives (Crenshaw, 2009).
Background of the Commercial
    At first, it is important to note the key highlights of the commercial of this toilet cleaner made by Method, the company that promoted so called user friendly products. The Shining Suds were in the centre of this product and visual appeals were sensual made by the commercial. This commercial is all about a woman who uses Method toilet cleaner that comes with some Shining Suds that are responsible to carry out the role of cleaning. However, the process of cleaning is not done alone; the Shining Suds remain in the toilet and welcome the woman when she tries to bathe. In her own bathroom, the situation becomes awkward when she enters and is greeted by the Shining Suds (Crenshaw, 2009). They remain throughout the bathing period in the bathroom of the lady and make her feel as much uncomfortable as possible by their gestures and voices.
    The video, a little over a minute long, starts with a woman welcoming a group of animated suds. Then the ad cuts to a scene where the woman enters a bathroom and undresses. She opens the shower curtains and seems clearly surprised when she is met by a number of suds. Their gestures and sensual appeals became controversial as how can a major ‘part of the product’ be of this much nuisance. The sensuality of the commercial raised some serious questions over the ability of the message delivered through visuals of the commercial (Crenshaw, 2009). In the past, things were easier, as the differences between good and bad were more apparent. For example, in all sorts of folk narratives, from ancient myths to legends and other stories, this dichotomy can be seen. Monsters, which, along with evil gods and demons, embodied the dark side, generally threatened people and tried to hurt and kill them. Monsters themselves are not only outsmarted in most situations, but even killed in the end. As described before, in the past, the distinctions between the good and the bad were clearer in stories and generally the good part won.
Critical Analysis of the Text and Language
    In the context of examining the language and process of projecting visual texts, it is...