(draft) A2 Media question

How women are represented in men's fragrance advertisements, applying the theories: male gaze by laura mulvey, post modernism and the cultivation theory 

(focusing on dolce and Gabanna's campaign "light blue" and Calvin Kleins "eternity" )

Dolce and Gabanna - the male is holding the woman in a possessive way, showing he has power over her. the fact her body is exposed shows she is a sexual object, however she obstructs our view of  him suggesting she is . visual codes - her facial expression and the use of the open mouth suggest she is being seductive. the fact the he is looking straight on at the camera portrays a sense of  power in contrast to her more passive facial expression.

Women, girls, and self-objectification

Primarily, objectification theory describes how women and girls are influenced as a result of expected social and gender roles.Research indicates not all women are influenced equally, due to the anatomical, hormonal, and genetic differences of the female body; however, women’s bodies are often objectified and evaluated more frequently. Females learn that their physical appearance is important to themselves and society. As a result, females consider their physical appearance often, expecting that others will also.
Sexual objectification occurs when a person is identified by their sexual body parts or sexual function. In essence, an individual loses their identity, and is recognized solely by the physical characteristics of their body. The purpose of this recognition is to bring enjoyment to others, or to serve as a sexual object for society.Sexual objectification can occur as a social construct among individuals