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and this Prada one:
(x post to advertising thread viewtopic.php?f=2&t=221&hilit=advert#p6000)
Statistics: Posted by bels — Thu Feb 04, 2016 3:44 am
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To tag on to the fashion advertising conversation -
There is no mistaking the fact that men and women are portrayed in very different problematic ways in (fashion) advertising - some of the imagery for Rudi Gernreich’s unisex clothing come to mind. Even though the clothing is the same, it's not exactly a gender neutral shoot:
And even more offensively, things like , the legendary kate moss & mark wahlberg CK campaign and most of the ads AA put out in Dov Charney’s time.
I looked a bit into gender advertising (it seems fascinating!) and was fascinated by the notion that advertising fuels gender relations - that seems very true. However, I find it extremely troubling (and aggravating) that in a book that deals this specific topic (Disclaimer: havent read it in its entirety, going off on Wikipedia here) the author seems to claim that portrayals of women in advertising (Touching self, Caressing an object, Lying on the floor, Sitting on a bed or chair, Eyes closed, Not alert, Confused, Vulnerable, Body contorted, Dressed like a child, Holding an object or a man for support, Sexy and sexually available, Seductive, Playful, Careless) are positions of submissiveness and powerlessness. These states of being are not problematic, nor are their portrayal, and in my eyes the issue is rather the societal construct surrounding these images.
After all, it is not these acts that are submissive and powerless, but rather that the fact they are acts traditionally done by women makes them to be perceived as such. I am convinced that there is immense power and empowerment in sexuality, nurturing, intimacy, caressing, playfulness, vulnerability (regardless of whether they are being done/posed as by women or men) and am not opposed to these acts being portrayed. After all, women (all people) are sometimes strong, sometimes not, sometimes sexual and sometimes not. I absolutely wont go as far as to say that an ad campaign that plays into these themes is problematic in and on its own - is that not just another way of prescribing should-be’s and shouldn’t be's to women?
I do really wish there was (and hope there will be) more diversity in fashion advertising. I am tired of being shown these tropes over and over again but rather than pick apart images that use them (a subset of which can still convey great power), like the Prada campaign, which I think is very lovely in its intimacy and vulnerability, I would like to celebrate and encourage the occasions on which we get to see more interesting advertising. An album of images that portray women in an interesting way:
And to add some images that portray men in a non-traditional way:
Statistics: Posted by mellownyellow — Wed Feb 03, 2016 10:40 am
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[youtube]m1GI8mNU5Sg&index=2&list=PLlhSx0L1hpaGKfq1qXe1vWUhG1EgIN9Yf[/youtube]
Statistics: Posted by parastexis — Tue Feb 02, 2016 9:29 pm
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