The Role of Women in Media.

Women in fashion magazine and ads are always appeals semi-naked, sexually appealing with high fashion trend and heavy makeup. Not only for the appearance of the women but also the way how they posed their gesture in an advertisement. Why do women portray in that way?

Sexuality has become a theme for few famous brand to grab consumer's attention. Based on article, Sexism and Sexuality in Advertising by Jacobsen.M, he said that, pornography has grown $7billion in the industry and porn has become more mainstream and common. Its message and conventions has adopted by advertisement. As you can see that, male models from both of the images above are topless and women dressed up with boobs and thigh exposed. Women are portray with SEXY appearance and attractive expression. Besides that, the way the male models' pose is seems like the significant of "sexual positions" by lie upwards the female models' body.

For  example, 0.15s, 0.29s,0.30s, and 0.32s in the video clip, these scenes can be signify as sexism and sexuality in an advertisement. Women had been portray as  hot, sexy, seductive, and feminine inside these advertisement.



Research & References

Weartrends.com. (n.d.) Calvin Klei Collection. [Image online] Available at: http://www.weartrends.com/PhotoShow.aspx?type=1&id=4619&pic= [Accessed: 20 July 2013]

Jacobsen.M.F&Mazur,L.A. (1995) Sexism and Sexuality in Advertising.[online] Available at:(http://www.uky.edu/~aubel2/eng104/paranoia/pdf/jacobsen.pdf [Accessed:20 July 2013]

Azad.S. (2012) Are Women in the Media Only Portrayed As Sex Icons? Statistics Show a Massive Gender Imbalance Across Industries. [online] Available at:http://www.policymic.com/articles/4439/are-women-in-the-media-only-portrayed-as-sex-icons-statistics-show-a-massive-gender-imbalance-across-industries [Accessed at: 20 July 2013]

Dolcegabanachannel.(2012) POUR FEMME & POUR HOMME by Dolce&Gabbana [new 45" uncut version]. [online] Available at: http://www.youtube.com/watch?v=N_UzD-NFEj0[Accessed at: 20 July 2013]