This image advertises Christina Aguilera's new perfume. In comparison with 'everyday' women, and maybe even Aguilera herself in real life, this image portrays the gaze of a stranger being returned; 'Those women on the billboards, though; they look back. Those fantasy women stare off the walls with a look of urgent availability'. This in many people's opinions would be considered fictional and therefore offensive as it assumes that the usually perverted, unwelcome stare of a stranger is in fact not only OK, but of the norm - creating a spectacle of the female form.
But it could be argued that this fictional setting will remain fictional because of the real-world women still refusing the gaze (in a general sense). This kind of imagery could be considered an escape and opportunity to practice the gaze without the real-world awkward social situation. People, in this case, a sexually compatible audience, can stare without hinderance or hesitation and this is a lot more comfortable: 'Perhaps this sex-at-a-distance is the only complete secure relation which men can have with women. Perhaps other forms of contact are too unsettling.' Could this have a negative affect on real life situations; does this alienate real-world relationships, one where the woman might refuse to comply with your intentions or with your gaze?
'Voyeurism is a way of taking sexual pleasure by looking at rather than being close to a particular object of desire. Peeping Toms can always stay in control': This comfortable, fake situation is preferred by many, in particular under confident individuals that perhaps have real-life power or control issues, or have social anxiety issues, for example.
It's not all about power though, it's also about clarity. While some real-life situations can seem confusing and complex, in this world messages are clear! It's not necessarily about owning the situation, but being welcome in it - it gives a sense of being wanted and in this sense, it's about ownership; but of your own feelings: 'Perhaps in the images, the meanings are fixed and reassuring; perhaps only in the images could true controlling security be reached?'
In this image, because of her vulnerable pose she isn’t portrayed as powerful nor particularly wealthy but yet it says 'feel like a queen'. This can be commenting on a sexist notion that one doesn't have to be knowledgable / politically orientated to have power, but just look good/ attractive. Even though she is stated to be in the overpowering position, she appears in a subservient manner. Could this give the idea that the gazer is of higher power all along and this entire advert is an ego-feeder to them? - 'The aesthetic sex is the subordinate sex because beauty like truth is one of those empty terms, filled by the values of a particular society at a given historical moment.'
The question is, if this advert is geared towards females, why does it address a male audience? Could this be to stir up envy or aspiration?
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