Alex Farnell 12L2

How does Calvin Klein represent females in the advert? Are they
objectified or sexually empowered?

I feel that females are represented as objects in the picture and I am going to
discuss this using Laura Mulvey’s theory on “The Male Gaze” which suggests that
everything is seen from a straight man’s perspective and Trevor Millum and
Marjorie Ferguson’s ideas on different facial expressions meaning different
things. The picture is an advert for Calvin Klein’s female underwear and it shows
Eva Mendes in black and white stood with no background and just wearing
underwear and high heels with an expression of seduction, you can tell that the
picture is an advert because it has a brand name, it uses a celebrity,

The picture shows Eva Mendes with a seductive expression which is more
effective to men; it is romantic and sexual but not invitational. Marjorie
Ferguson’s analysis on facial expressions said that the sexual expression
suggests that the model is possibly or definitely available; I think that this is
appropriate for the picture. The way I can tell the expression is sexual is because
the model’s eyes are closed, she looks overtly sensual and she seems dreamy,
these all fit Marjorie Ferguson’s description of the expression. She is also shown
with wet hair which connotates that she’s just come out of the shower, she also
looks clean and shiny which I think is more effective on males. The way the
picture is in black and white removes the ethnicity of the model, this makes her
seem like anything the viewer wants her to be, this makes her seem like a
possession, Calvin Klein’s adverts are typically in black and white to remove
identity to emphasize the product, this also makes the model seem like an
object. The way the model is leaning in towards the camera is provocative and
makes her seem like she’s trying to lure the viewer in, this seems like she wants
to have someone, her stance also draws attention to the models waist, this
makes people want to look like her. The oil on her body draws attention towards
the shape and the physical side of the model rather than her personality, I think
that this emphasizes that she is just there to look at as an object. The way the
models arms are situated frames the underwear and adds curves to the models
body; this means that the attention is again drawn away from the model as a
person and onto the physical side of things. The way the model is wearing heels
is to attract men to the advert, the heels makes the models legs look slender and
they’re feminine, also, the way she is wearing suspenders draws our attention to
her body, these also point to the waist making her seem more like an object for
men to look at. Laura Mulvey said that everything is viewed from a straight
male’s perspective; I feel that this is correct in this instance for if it was from a
woman’s perspective the advert wouldn’t involve an oiled model with a sexual
facial expression. I think that the perspective makes women seem like objects.
On the other hand the full body position of the model makes her seem masculine
and empowered. Also, the way she has her hands on her hips emphasize power
and the fact she’s independent gives other women confidence about themselves
thus making women seem empowered. All this is in contrast to her provocative
pose.
Alex Farnell 12L2

In conclusion, I feel this advert represents females as objects for men for the
model’s stance, facial expressions and clothing all are more appealing to males
for straight females would only be interested in the underwear and not the
models stance or expressions.