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A Critical Approach to Advertising
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A Critical Approach to Advertising What has America come to when women lust over a Guess handbag and the sexuality identified in an advertisement is for a product not a person? Jean Kilbourne observed this very alarming situation and presented it to the world for contemplation in her book and lectures. Feminism has become a more important concept and movement over the years and has resulted in a more discriminating eye that looks at ads in pop culture today. The critical approach that has resulted has been called the feminist critique of advertising and asks us to recognize the oppression and degradation that occurs to women in advertising. Today in advertising women are objectified and constantly portrayed as sexual objects and the Guess Handbags advertisement simply reiterates how women are dominated and oppressed in society. The very handsome, sensual male model is looking directly at the audience holding the product in his mouth as he sets forward ideas of how this bag creates sexual as well as materialistic desire. We see an almost orgasmic look on the female’s face as she seems to be being teased and tempted not only by this man but by the purse which he holds over her to control her. We are unaware of what is going on outside of this very intimate use of photography but the sexual implications seem to much to show in a fashion magazine.
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