Identity Representation in Gucci Advertising
Thesis: The sexualized image in the Gucci ad enforces objectification of a young, highly attractive colored woman by a young, handsome white man represented in dominant position, which perpetuates male dominant position in our society.
Identity Representation in Gucci Advertising
Introduction
In our consumerist society, one can observe how different sorts of media promote brands through commodification of identities, in the way they are commonly represented. One of the most popular and appealing strategies in advertising, at present, is the use of sex, especially the use of sexualized female images. Apart from the factor of gender, one may regularly encounter racial, age, ability, body shape, class and other types of objectification. Such commercials and advertisements in the media, in general, depict recognizable and socially acceptable scenarios, which make a great impact on public opinion. With the help of sexual objectification, advertisers try to convince their target audience to stay magically young and unnaturally attractive forever through purchasing their products and services.
The Gucci brand, as well as the great majority of other notorious high-fashion labels, resorts to using sexualized images of men and women on a regular basis. The afore mentioned statement could be proven if the one analyzes the images transmitted via the Gucci advertisement and the messages delivered through it. The analyzed Gucci ad appears to be a bright example of sexual objectification of gender, race, young and attractive body in a popular brand advertisement. Analyzing the fashion advertising, Reichert and Lambiase (2013) point out that fashion companies construct the ideals of femininity and the beauty of a woman via advertising, which contributes to the establishment of “the definitions that employ the particular codes that help women read and understand what being a women means” (p.204). The sexualized image in the Gucci ad enforces objectification of a young, highly attractive colored woman by a young, handsome white man represented in dominant position, which perpetuates male dominant position in our society.
GenderFashion advertisement and Gucci is not an exception are increasingly sexualized especially concerning the depiction of the woman. Reichert and Lambiase (2013) highlight that fashion advertisement is an example of predominantly heterosexual eroticization of female body, making a woman not simply the subject of a male gaze, but also the subject of “pornography gaze”. The sexualization of ads transmits the image of female weakness and submissiveness with male superiority and desire (Reichert & Lambiase, 2013). The analyzed Gucci ad shows a sexualized image of an attractive woman represented in a vulnerable position and a sexualized man represented in a dominant position. First of all, the woman’s body is positioned across the lap of the men with his hand pressed against her bottom, as if he caresses her in a sexual manner. Second of all, the women’s submissive position is shown through her passive and unconfident, probably, even confused look, while the man’s look, on the other hand is direct, stern, full of confidence and …
