Haha, finally. I love this image - the woman up top, visibly trying to 'Escape' from 'Calvin Klein' (an image of a male photographer, reaching up for her in rage because she's attempting an exit).
I think this, in general, stems from the way virtually all cologne/perfume ads (and almost every OTHER ad, for that matter) involve a presence of 'domination' over one sex - more often than not, the dominated sex being female.
Additionally, as you can see from her bottom-half being revealed, the woman in the image is revealing much of her body. The question is: Is this by choice, or is it the way the photographer of this Calvin Klein ad wanted her to look? Producers of the ad (and similar ads) would most-likely want the woman in the frame to look sexualized and feminine. An easy way to do this is by removing her clothing.
Further, I think that it's also important to note that even judging from just a bottom half/leg shot of the woman, she is fairly thin. (I would 'educatedly' guess, quite thin if we were to see her entire body). This Culture Jam may also be a reflection of this. The way in which pretty much all models in ads such as this, are extremely thin, and the notion that they are this way as a result of popular demand; as a result of the world we live in today and the media.
*ctime
this image is hillarious! I'd just like to ask, could this possibly also be saying that ads like this escape reality in the representation of women in them? It seems to me that this could also be saying this as well as many other things about the advertisement industry in general.
ReplyDeleteMiss Frizz
I really like how this refuses the male gaze. The way I read this was the camera was the commercial, omnipresent "male gaze" and the model is refusing to be looked at by escaping it. I find Calvin Klien ads are really easy to jam, but I love it
ReplyDeleteMacho Muffin
I like this ad, because it is lacking a face, which disturbs common Calvin Klein ads. I immediately wonder in which way does this say ESCAPE and it does, but if her legs were sprawled open above the man she would no longer have the power. She definitely is aware of her power in this shot, although she has not completely escaped the "male gaze". this is a bit harder to deconstruct, but it is very interesting to discuss.
ReplyDeleteAaliyah Jasmine