This is the contemporary woman, as displayed in marketing
advertisements for American Apparel. This brand has always been notorious for
their exploitation of extremely young, frail women. They have been sexualized
and seen more as an object than a person.
But here’s the question. How is it possible to sell women’s
lingerie, to women, but by objectifying women? I guess it goes to show that men
are still the ones with the upper hand in marketing campaigns. We all know men
are not the one buying lingerie, women are.
In my opinion, retail needs to start to respect women,
instead of sexualizing them. That pose this women is in, is for men to look at,
not woman. I know I don’t want feeling that gives other people, but to me, it
gives me a cringe. Was this really the classiest pose they could have put her
in to show off the product?
At the same time, this picture is sexualized and scandalous.
It makes you talk about it regardless of how you feel. So I guess this is
really a good job for advertising. It does go with the theme in most magazine
advertisements though.
Women are always bent over, posed provocatively, showing a
lot of skin, and sometimes even seen being dominated by men. In Dolce &
Gabanna Ads all over magazines, there are a lot of men, pretty much dominating
a scantily clad woman. This isn’t rare of the image of a woman in contemporary
marketing,
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