by 1541972 on September 27, 2015 - 3:41am
In this advertisement for “The First Fragrance For Men From Tom Ford” is an extremely seductive image of a faceless model lying down and becoming intensely aroused is displayed. Her red lipstick and nails suggest a sexual desire although the white color of the sheet in the background usually symbolizes innocents. Most recognizable is the bottle smartly placed between her voluptuous breasts forcing the consumer to stare at her chest. Her glistening skin and open mouth stimulate passion while fantasizing over the captivating scent of the male body. The issue with this salacious ad is that it is completely aimed at the male audience by exploiting women. It falsely alludes to the fact that if a man wears this cologne, women will become sexually submissive. Furthermore the ad is demeaning, promotes promiscuity and is inappropriate for young girls. The gender messages being conveyed are that men are dominant and that women are mere sexual objects used to satisfy a man’s needs.What I’ve learned from watching the short film “Miss Representation” is that today’s women are still valued on their looks and that men are valued on their status and power. However a majority of women do not believe that they have to be sexual to be empowered. This in your face representation sends the message that men are in control of a woman’s thoughts and emotions as well as they can easily manipulate women in order to get what they want. We should be concerned because it objectifies woman. It is degrading because these messages do not portray how emotionally in control and how smart women truly are. As stated in the reading “Constructed Bodies, Deconstructing Ads: Sexism in Advertising.” “Advertisers are constantly bombarding consumers, especially women, with the message that they are inherently flawed –that they are or what they have is not enough, too much, or not good enough.” (Cortese 75) . The way I would change this ad is by making it more authentic and consistent to our generation of consumers. Both men and women today find being sexy is all about being true to you. Strength and confidence come from within and are not only defined by physical appearance. This is one of the reasons that Tom Ford’s images of excessive sexuality once used to promote his fragrances no longer have the same selling power as they did back in 2008 when this ad was released. Visually showing a successful well put together couple in an everyday setting while still looking intrigued with one another would be much more effective. Men and Women are increasingly becoming closer and closer to being on an equal playing field in all aspect and this does need to be portrayed in all advertisements suitable to all generations.