This essay requires me to locate an image in the university database. I will be discussing the chosen image and its relationship to one key reading from the Introduction to Visual Culture Handbook. I used the image as a basis for my essay from the magazine (Williamson and Judith). Eye: International Review of Graphic Design. (Archive : 1990 – 2005, 44 – 53). I have selected the image from the extract: “Detail from Conqueror newspaper, 2002, Image no 14. YSL Opium, 2000. Vogue. Nick Knight. Photograph. My chosen images are linked to The Politics of Visual Culture: Constructing Gender. Gender, Gaze, Extract From Cartright, L. and Sturken M. (2009). Practices of looking: An introduction to visual culture. The book was published by Oxford University Press. Chapter 3 Modernity: Spectatorship and Power, Knowledge -pp.123-129. Because this advertisement is linked to this particular excerpt, it’s obvious that this image was clearly intended for men’s attention. Let’s begin with the quote at the bottom of the image. “Ofcourse you do,” the connotative translation of the quote means that the woman in the image is telling the male audience (mostly) that she wants to have some sex. This simple, but powerful statement portrays women as something they aren’t. It makes them appear like sex symbols. There has been a lot written about irony and knowing sexism. But, what hasn’t been discussed is how to place ironic quote marks around it.
A little research has revealed that ads today show sexism, sexual power relationships and sexism without quotes marks. It’s not surprising, then, that sexism isn’t being used anymore without quotes marks. The photographer has also made the model look seductively and inviting by making her pretend to be an “object”. It is also interesting to see the model’s shoulder showing. Since the beginning of history, women have sexualized their shoulders and considered them a distraction for men. This affirms my point about the fact that this advertisement clearly targets men. Laura Mulvey, a filmmaker and writer, wrote an original essay on images of women in Hollywood cinema. In it, she suggested that the conventions for narrative cinema were constructed by a patriarchal subconscious, putting women in films as objects in a “male gaze.” We subconsciously respond to different colors in our minds. This can be used to your advantage. It is possible to convey a completely different mood in photos by shooting subjects in specific colors or with certain light sources. The goal is to create a sexual feeling in the viewer’s eyes by using warmer lighting. I’ll be discussing the second image, YSL Opium, 2000 by Vogue.
Nick Knight. Let’s look at the photo of the model.. Completely naked with only the stilettos on, and legs slightly bent. This position is sexual. The model could be argued to be a sex icon. It is not the meaning of this photo that is problematic, but the fact it simultaneously shows a female being used as a sexual object. I am left with questions about the reasons why women are required to wear perfume. Advertisements on TV, posters and large boards for advertising are all part of the daily bombardment that bombards Americans with thousands upon thousands of advertisements each day. An ad should attract attention and keep the public interested. It must also stimulate or create desire. This means that women will continue to be sexualized in media as long as they are allowed.
We can make a significant difference in the perception of women and girls by changing our narratives, images, and stories about them. It’s not as difficult for men as it seems. This was proven by a research experiment conducted by nonprofit research groups. Women were 48 percent more likely than women to work in the kitchen while men were only 50 percent more likely at sporting events. Worse still, only 25% of women and 33% of men have jobs.
