Studieretningsprojekt
Af: [NAVN A]
Skole: Roskilde Handelsgymnasium
Dato for aflevering:
Dansk vejleder:
Afsætnings vejleder:
'I'm an equal opportunity objectifier'
Abstract
This project is about the portrayal, of females in the printed media. Women are often being sexualised with the one purpose of selling a product. I considered this to be disturbing and chose therefore to analyse this. I then chose two ads produced by Gucci and Tom Ford which both had significant attitudes towards the portrayal of women. Trying to elaborate my knowledge, the structure and composition of the pictures was examined through the AIDA and communication model. Subsequently I utilized the scientific method created by Asger Liebst to analyse the hidden symbols in the adverts. The models and analyses indicated that the ads were opposing and that they portrayed the women differently. Gucci portrayed the model as a Geisha, being supressed by the male model, and in this way selling the products through the sex appeal of the female model. The Tom Ford ad was different and was contradictory. On the one hand it showed a strong and independent female who controlled her sexual desire. On the other hand it showed a woman who was being supressed by the male model who was penetrating her mouth with his finger without her approval cf. the bite in his finger. I then tried to determine why the firms chose to publish these controversial ads. I identified two main reasons for each company. For Gucci, either they did it for the purpose of expanding their target audience, and had underestimated the response from the media, or they consciously made an ad, which was so controversial that they would get blanket coverage and create value and publicity for the brand. For Tom Ford, either the model was portrayed as a strong and independent woman transferring the values of this to the sunglasses, as an object of sex trying to sell the product to the intentional target audience via a sexualisation of the female model.
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