The Sorry Truth: Counter-Use of the Male Gaze in Advertising and Its Impact on Young Women

The Sorry Truth:

Counter-Use of the Male Gaze in Advertising and Its Impact on Young Women

It was a lazy Friday afternoon, and I was enthusiastically flipping through my fresh-from-the-mailbox issue of Seventeen magazine. After reading a column about scoring bargains on celebrity styles, I flipped the page. Suddenly (but not so willingly) my eyes met an image of a scantily clad Jennifer Lopez. I glanced at the ad (at first barely noticing the bottle of perfume it was advertising) and pondered how typical a representation it was: nearly nude woman, provocative pose, wind swept hair. Definitely an image filled with the characteristic visual stimuli included when men are the ones doing the looking.

Wait. Let's rewind. This perfume is a women’s product. This ad is in a women’s magazine. Why would advertisers utilize female objectification when the audience is female? Obviously, the method works on us, so what do we as young women see appealing about these images that lead us to buying the products depicted?

To answer this question, we must initially identify aspects of this image that make it appeal to the male gaze. According to Andi Ziesler in her book Feminism and Pop

Culture, the male gaze is “the idea that when we look at images in art or on screen, we’re seeing themas a man might—even if we are women—because those images are constructed to be seen by men” (Zeisler 7). In this advertisement, Jennifer Lopez’s pose and expression exude the vulnerability associated with women (and prized by men). Her body is recoiled and turned away from the viewer and her feet hang off the hammock. This pose likens her to a little girl, linking her powerlessness to childishness. Further emphasizing the actress’s naiveté is the fact she is sitting in a hammock, since the image of swinging evokes a mood of lightheartedness and playfulness. In addition, Lopez’s eyes glance up toward us, rather than directly forward or down. This feature emphasizes that she is small and subordinate to the implied male viewer. Her messy hair swoops over her eyes and partially covers her half-open mouth, elements that connotes a childlike oral fixation and even the idea that her inferior role makes it acceptable for her face to be somewhat blocked. Jennifer Lopez is depicted as defenseless, unable stand on her own two feet (both literally and figuratively), and in yearning for someone to care for her.

Interestingly, many elements that invoke childishness and defenselessness in Lopez bring about sexual connotations. A significant feature that contributes is the wild tropical forest background of the scene, implying that the woman is presented as her instinctive,

sexually driven self. The setting, combined with the model’s bare, glowing (and obviously photo shopped) arms and legs coming out toward the viewer, display Lopez as sexually available. The moment the photo depicts is a utilization of voyeurism, or spying on private behaviors (here, laying nearly unclothed), to invoke a sense of curiosity and stimulation within the viewer (Metzl). Finally, the description and photo of the perfume are strategically placed directly under the Lopez’ rear. A piece of the model is utilized to psychologically draw a male viewer toward the product.

Now, let’s return to our original question: what is it about marketing a product through the male lens that brings positive attention from a female audience? Above the image of the perfume are the words “let desire lead you.” Considering that we young women are the viewers, the desire is not to obtain, but rather to BE the woman depicted. This advertisement counter-utilizes the male gaze to make us girls think, “if I use this product I will be as desirable as the subject.” Exterior beauty means everything—at least under media’s mandate—so girls are conditioned to feel that fulfillment comes from being physically attractive. Pop culture has swayed us young females in the direction of the male gaze, to such a great extent that simply placing a female “object” who has nothing to do with the product in an advertisement can lead us to purchase the product.

Let’s end this analysis with an analogy. Consider nineteenth-century artist Jean Fragonard’s painting, The Swing, which was among the earliest pieces of the Western world to blatantly depict a woman as a sex object. The content is not as risqué as that of the perfume advertisement, yet it contains many parallels to the modern image. The setting is outdoors, and the subject is a swinging woman opening her legs and kicking off her shoes, with a man looking up her dress. In spite of three giant waves of feminism since Fragonard’s time, attitudes toward females in culture have only degraded (Perfume). This situation is quite ironic. While the modern age deems it unacceptable to discriminate against females intellectually, such as in universities, the workplace, and politics, it is becoming more and more normal for women to be put on display physically in a variety of pop culture sources.

According to English novelist John Berger, “Men act and women appear…This determines not only most relations between men and women but also the relation of women themselves” (Zeisler 7). As the young women who such advertisements target, it is our responsibility to defy this pitiful fact about society. Do we want a racy photo of J.Lo be what twenty-first century women are remembered by one hundred years from now?

References:

Metzl, Jonathan M. "Voyeur Nation? Changing Definitions of Voyeurism, 1950–2004." Diagnostic and Statistical Manual of Mental Disorders 4 (2000): 127. Hawaii.edu. University of Hawaii. Web. 13 Oct. 2011.

"The Perfume Ad Formula." Web log post. Visual Culture Blog. WordPress. Web. 10 Oct. 2011.

Zeisler, Andi. "Pop and Circumstance." Feminism and Pop Culture. Berkeley, CA: Seal, 2008. 7. Print.

Links to Photos:

• http://www.google.com/imgres?q=jennifer+lopez+deseo&um=1&hl=en&client=safari&sa=N&rls=en&biw=1280&bih=604&tbm=isch&tbnid=wMz6ZgiD4rjRkM:&imgrefurl=http://www.fragrantica.com/perfume/Jennifer-Lopez/Deseo-1719.html&docid=caJZa7vHliIELM&imgurl=http://www.punmiris.com/images/secundar/o.564.jpg&w=472&h=588&ei=KMSXTui-CNOftgeMo_D0Aw&zoom=1&iact=rc&dur=209&sig=117959630915773829808&page=1&tbnh=126&tbnw=101&start=0&ndsp=24&ved=1t:429,r:0,s:0&tx=100&ty=106
• http://www.google.com/imgres?q=fragonard+the+swing&hl=en&client=safari&sa=X&rls=en&biw=1280&bih=604&tbm=isch&prmd=imvns&tbnid=RdW5heR25bX8kM:&imgrefurl=http://www.bc.edu/bc_org/avp/cas/his/CoreArt/art/anc_frag_swing.html&docid=xabKeyDlFkg4cM&imgurl=http://www.bc.edu/bc_org/avp/cas/his/CoreArt/art/resources/frag_swing.jpg&w=611&h=700&ei=2sSXTt-RIYuEtgemuoDvAw&zoom=1&iact=hc&vpx=414&vpy=82&dur=871&hovh=240&hovw=210&tx=95&ty=125&sig=117959630915773829808&page=1&tbnh=117&tbnw=110&start=0&ndsp=27&ved=1t:429,r:2,s:0

Women in Commercials

Attractive, buxom women appear in advertisements for everything from beverages to cars. The media has turned the female anatomy into a socially required display that sells capitalist ideology as well as canned drinks! Doing my research for this assignment I found some videos that strongly support my opening remark. These companies have completely lost respect for women all around the world. One of the adverts was amusing but that did not stop me from seeing the true message behind the commercial. In the videos posted below you will see how the female body is used to attract the public and the most especially the male public.

The Nissan commercial below is of a woman and all we know about her is that that we can see her in a bikini nothing more suddenly her boobs begin to move up and down. The first time I saw this video I thought it was a lady showing of a talent the idea of the real advert did not come to my mind at all through out this advert. How would someone even come up with such ideas for a commercial it honestly does not make sense as to why only the ladies bosoms are the center of attraction, her face or any other part of her body does not even show. Turns out that the point of this commercial was to advertise the Nissan Pathfinder. I believe the suspension of the car to be more specific. So theses companies were using her chest to describe how the car would take bumps and different terrain. To me this honestly makes no sense but I guess some males would find this attractive and indeed buy the car.

Toyota uses a woman's breasts to advertise the air conditioning in its cars. I believe some companies do not have advertising agents that respect the women. Something I have noticed is that you cannot really tell the point of these commercial until the end, which I find very unsettling . Once again a lady without a face and any other part of her body showing is used. "At least this time she is wearing a top" I think, but as the commercial goes on I notice that her nipples harden indicating that she is cold. At the end of this commercial we discover that the point of this commercial was to advertise the air conditioning system of Toyota cars. The concept of her nipples hardening because of the cold will drive most men mad because there are some men who just cannot control their libido and will indeed by the car because they are driven by the the commercial to by the car. I ask myself why should women be used for such why can't they just be respected.

This Nando's commercial cracked me up at the end I honestly did not see the end of it advertising burgers I was truly stunned. So this lady is a restaurant and she is on the phone she then asks where her burger is and then the waitress tell her that they are right there she cant see them because her huge breasts are blocking the fries. The waitress then pushes the plate forward and then she see the fries. At the end of this we find out it was a Nando’s add about the double-breasted burger. I was literally blown away by the end I could not believe that a woman’s breast could be compared to a burger. I honestly believe that that is the most insulting video to a woman’s integrity that I have ever seen.

During my research for this assignment I have honestly may view have been changing towards the feminist views I honestly can not believe what women have to go through; the insult to their woman hood how they are used in commercials as ‘eye candy’ which lures man to buy the goods which are advertised I honestly am appalled by the way women are represented in this type of pop culture. I honestly believe that women should not be subjected to such form of abuse and I strongly support every feminist around and I think women should be seen as equals because from these commercials something struck me. I felt that a man would not be used in such commercials.

"Nissan Commercial." YouTube - Broadcast Yourself. 16 Nov 2006. Web. 13 Oct. 2011.

< http://www.youtube.com/watch?v=zKO-tZGuFDg >

"Banned Boobs Ad." YouTube - Broadcast Yourself. 11 May 2009. Web. 13 Oct. 2011.

< http://www.youtube.com/watch?v=DDjaXMOfvKQ>

"Toyota Brazilian." YouTube - Broadcast Yourself. 27 Oct 2010. Web. 13 Oct. 2011.

< http://www.youtube.com/watch?v=0Z2zGHAx-rE>

Media Literacy and Feminism

Media Literacy and Feminism

Today we have more access to information than ever before. Advertising and media are constantly in the process of promoting and broadcasting information, products, and ideas. The influence television has on people all around the world is unimaginable. It has transformed popular culture and has been used in the last fifty years to broadcast ideas that have molded the way society thinks and acts. People are in a constant risk of receiving inaccurate information. Many female activist groups have expressed their concern and are addressing this issue by promoting media literacy in young women. But mature women are also at risk of receiving distorted information, and that is why it is important for them to be aware of the fact that media doesn’t always show things as they really are.

Television shows set in the 1950’s and 1960’s have become very popular in the last few years, especially with the success of the AMC’s Mad Men. ABC network decided to launch its own retro-show directed to a female audience, which aired on September 26th. This new series is called Pan Am, and it revolves around the iconic Pan American World Airways, which was the main international airline of the United States until its bankruptcy in 1991. The plot is set on the 1960’s during the so-called golden age of aviation, when flying and traveling was associated with luxury and power. The show talks about the lives of a group of flight attendants, referred to as stewardesses. It is currently a huge hit. The day it aired more than 11 million Americans watched

it.

In the video, the Pan Am stewardesses are shown as revolutionary and independent, they are even said to be a new breed of women. According to the show, these women were empowered and liberated because they decided not to get married and travel around the world instead. With just a quick look at the trailer of the show one can say that these women were true representations of feminism, but this is absolutely false. Being a stewardess in the 1960’s was one of the most sexist jobs of that time and the show addresses this topic poorly. Back then, stewardesses were simply paid to flirt and serve men. They had to be attractive, well educated, and unmarried. These women were even forced to resign if they ever got married or turned 32.

There are certain historical aspects that women need to be aware of when watching this show to prevent missinformation. This decade was tremendously important for feminist movements in the United States. In the late 1950’s, a new wave of feminism appeared, more commonly known as second-wave feminism. As Andi Zeisler indicates in her book Feminism and Pop Culture, feminist groups in those years “lobbied to change a patriarchal system by way of antidiscrimination laws, pay equity, and the election of women to public office” (49). Feminists stood against sexist jobs, pay gaps, and stereotypes. What the TV series presents to us as revolutionary and feminist was in fact everything that the feminist movement stood against. Many feminists held strong opposition to the requisites airlines like Pan American had for stewardesses. The National Organization for Women (NOW), which is one of the largest feminist organizations in America, made strong protests against all these airline policies. Important figures such as Betty Friedan, writer of The Feminine Mystique (fundamental element of second-wave feminism), got really involved in the fight against employment inequality in airlines.

Being critical about the information we receive from media is very important to avoid adopting and believing false things. In the last two decades, broadcasting companies and advertisers became aware of the power of feminism for attracting female public. Today, many ads, TV shows and movies are presented as feminist with the purpose of making money. Women need to be aware of these intentions and not believe everything they see. ABC’s Pan Am is an example of this phenomenon. We cannot forget that this TV network has also presented several shows recently that are considered anti-feminist, such as The Bachelor and Extreme Makeover, which makes no coherence at all with the way they are advertising Pan Am. TV has played an important role in feminism; it helped expand its ideals and reach a much broader public. But women today need to understand that many of the things presented by media as historical and feminist are actually not and that being well informed about these topics is critical. This doesn’t mean that true feminism has disappeared. Real feminism is still around and will be around for quite a while.

Geer, John G., Wendy J. Schiller, and Jeffrey A. Segal. "Civil Rights." Gateways To Democracy. Boston: Wadsworth, 2012. 136- 171. Print.

"Pan Am- Trailer-YouTube." YouTube - Broadcast Yourself. 17 May 2011. Web. 10 Oct. 2011.

< http://www.youtube.com/watch?v=6oVdLIvcNRE >

Zeisler, Andi. "Chapter 2: American Dreams, Stifled Realities." Feminism and Pop Culture. Berkeley: Seal, 2008. 49. Print.

It was a lazy Friday afternoon, and I was enthusiastically flipping through my newly delivered issue of Seventeen magazine. Right after reading a column about how to score bargains on celebrity styles, I turned the page. Suddenly (and not so willingly) my eyes met an image of a scantily clad Jennifer Lopez, and under it bottle of perfume. I glanced at the ad for a few seconds, pondering how typical a representation it was: bare famous woman, provocative pose, windswept hair. An image filled with the characteristic visual stimuli included when men are the ones looking.

Wait. Pause. Rewind. This perfume is a woman’s product. This ad is in a woman’s magazine. Why would advertisers of this product utilize female objectification in marketing? Obviously, the method works, so what do we as young women see so appealing about these images that lead us toward buying these products?

To answer this question, we must begin by identifying exactly what aspects of this image make it appeal to the “male gaze.” According to Andi Ziesler in her book Feminism and Pop Culture, the male gaze is “the idea that when we look at images in art or on screen, we’re seeing them as a man might—even if we are women—because those images are constructed to be seen by men” (Zeisler 7). In this particular advertisement, Jennifer Lopez’s pose and expression give off a vibe the vulnerability historically associated with women. Her body is recoiled and turned away from the viewer and her feet hang off the hammock. This the characteristic posture of a child after he or she wakes up from a nap, connecting her powerlessness to childishness. Further emphasizing the actress’s childishness is the fact she is sitting in a hammock, since the image of swinging evokes a mood of lightheartedness and naiveté. In addition, Lopez’s eyes glance up toward the viewer, rather than directly forward or down. This feature emphasizes that she is a small, defenseless subordinate to the viewer, who is likely a male gazing down upon her. Her messy hair swoops over her eyes and partially covers her half-open mouth, an element that connotes a naive oral fixation and even the idea that her inferior role makes it acceptable for her face to be somewhat blocked from the audience. All in all, Jennifer Lopez is innocent woman who cannot stand on her own two feet (both literally and figuratively) and needs to be cared for.

Ironically, many of the elements that invoke childishness and defenselessness in Lopez bring about the very different idea of the natural wildness within her. By far the most significant feature that contributes to this emotion is the tropical forest background of the scene. This setting, combined with the model’s bare, glowing skin facing toward the viewer and her scanty clothing, display Lopez as sexually available. Her posture is inviting,

Let’s end this analysis with an interesting analogy. Among the most celebrated artists of the nineteenth century was Jean Honore Fragonard, founder of the Rococo movement in French painting. Rococo art was, in laymen’s terms, “frilly-foofoo.” For example Fragonard’s The Swing is a painting with bright, heavy figures, and a swirly composition. Furthermore, the content is remnicient of culture of the time period, which included the earliest rebellious girls. Modern women’s perfume advertisements, like the one explained here, are a prime example of “low art” in modern society. These advertisments showcase women as objects to be looked at, and their presence in the ad has very little, if anything, to do with the product being marketed. Shockingly, Fragonard’s masterpieces and racy magazine photos of Jennifer Lopez have one major factor in common: their crude, typically lskfjasdf depictions of females.

The bottom line: society and, consequently, the advertising industry have not ceased with releasing their continuous displays that objectify women, but instead stretch their powers even further. Ultimately, will women’s perfume advertisements and popular culture items with similar, nonsensical and female-degrading connotations be the art that our generation is remembered by one hundred years from now?