Women 's Representation Of Women Essay

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The sexualisation of women in advertising has become a very prominent and controversial issue in today’s society. Many brands, products and campaigns we are presented with portray women as being available and willing sexual objects, who exist to cater to the male gender. Gucci is one such brand that does this, focusing on emphasizing the sexual appeal of the female gender in order to sell their products, because as advertisers know: ‘sex sells.’ This new cultural shift can however, be seen as politically regressive for women, as the ideology it brings negatively impacts how women are viewed by society and how they view themselves. Throughout the years the representation of women in advertising has evolved. In the 1940’s and 1950’s adverts mainly focused on portraying females as the helper, mother, wife, social being, and sex object. There was an assumption that a woman’s main desire was to make her husband happy; that while she was the buyer, he was really the main consumer, as the wife cooked, cleaned and looked after the children, which ultimately benefitted him. Even though these ads were targeting female consumers, they were often-and still are- created using the ‘male gaze’ theory. British film theorist Laura Mulvey states that the majority of Western visual culture follows the male gaze, where the gaze is not referring to a specific ‘look’ in the image, but rather to the viewer who is assumed to be a male (Mulvey, 1999). Mulvey says that even women look with a

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