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The Weaker Vessel? A Look Into How Popular Fashion Media Is Portraying Traditional Male Misogynist Values In Its Advertising

1428 words - 6 pages

The weaker vessel? A look into how popular fashion media is portraying traditional male misogynist values in its advertising.

‘Violence in [the media] demonstrates power. It is portrays victims as well as the victimisers. It intimidates more than it incites. It paralyses than it incites. It defines majority might and minority risk. It shows one’s place in the ‘pecking order’ that runes society’ (Nacy Snow 2001:24)

In a 21st century we believe that gender equality is widely accepted belief in the public conscience however popular fashion media is generally lead by patriarchal agenda to promote violence against women and male dominance in it advertising. The case studies of focus ...view middle of the document...

As they are alone you can assume that the pool and the large house belongs to one of the men. The whole scene the wealth and industrial precision of the men abs to the environment identifies these men perhaps as the rich psychopaths of business who have been popularised in films like ‘Wolf of Wall Street’ and ‘American Psycho’ as well as drawing links to the first prostitutes of the big cities and which was seen as a ’encouraged feature of metropolitan life’ (Taws, 2006). Similar to the ‘Fifty Shades of Grey’ marketing campaign which also featured clean and industrial. ‘his extravagant life style - his penthouse apartment rising high above Seattle, expensive wardrobe, his slick Audi and his helicopter’ (Taboola, 2015) All the wealth in ‘Fifty Shades of Grey’ suggests a further link of wealth and female desire as ‘Mr Grey’ exhibits of wealth. The female protagonist becomes more intoxicated and falls deeper into his web. This give justification for violence against women as women are corrupted in the same way that Eve is corrupted by the snake in the garden of eden. The female protagonist falls in original sin of yearning for more power. These two stories in a feminist argument are a tale of women who are seeking to empower themselves and then corrupted and demonised. However they a seduced by the power and as result become powerless to the power and become objects of the power. In ‘Fifty Shades of Grey’ the protagonist becomes an object of the money who is brought by ‘Mr Grey’. In contrast to wealth, Calvin Klein have tried a more impecunious and raw scene. The women appear to be in a more public setting as you can suspect by the chain wire fence. The fence goes folds around the scene. Suggesting a further entrapment of women and a physical boundary. Such as a prison will trap its inmates the chain wire fence is trapping this women. The use of public space in this advert is interesting as it show how normal violence against women is in our society. With ‘40 percent of all women experiencing domestic violence’ from a man perhaps are egalitarianism isn't as prominent in our society as one would first like to believe.

One male model in the photoshoot is looking aggressively at the women while he firmly hold her wrists down, the lack of emotion on his face and the clean, cold industrial ground further suggests the hate and lack of respect towards women. The women then has her pelvis raised perhaps in sexual desire or in a struggle. Her face is to one side and she is in the bottom of the photograph below the Dolce and Gabbana. She has been physically placed at the bottom of the photograph with all the men above her and as she raises up she is being held firmly down my the rich men. This could be translated into a metaphor of the how the rich patriarchal society oppresses women. For example Dolce and Gabbana in the same year as the ‘women rape ad’ released a male counter part. Where it shows a similar scene however exclusively with men....

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