The first example of sexual objectification in advertising comes from Axe body spray. According to Caroline Heldman and her 7 steps of identifying sexual objectification, this image suggests that this man's sexual availability is his only defining characteristic. This ad implies that if you use their anti dandruff and dry scalp shampoo, that you will "lose the flakes, and get the girls." This is ridiculous to think about in a real world example, when men apply shampoo while showering they will not instantaneously be swarmed by a group of beautiful women.
The second ad I chose is a billboard for Calvin Klein Jeans. This also applies to Caroline Heldman's 7 steps to identifying sexual objectification, this image presents a sexualized person as a stand-in for an object. The man in this image could simply be modeling the jeans by wearing them normally and have the jeans as the main object. But the woman in the image is pulling his pants down and kissing and or licking his ass. This makes the ad very awkwardly sexual, and has nothing to do with denim or Calvin Klein's jeans.
I agree that the second ad would have probably gotten just as much attention and stood the same purpose if he had of been just modeling the jeans versus getting his ass licked which he doesn't seem too fond of. In a way it also shows an image of violating his right to consent.
ReplyDeleteI think that even both of these adds could have gotten their products sold even without the women in them. If it works for dandruff then that point right there should sell the product itself. Along with the jeans, if they were good enough jeans show that and have that capture ones attention.
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