Media tagged Sexual Power

Gucci - Guilty for Her

NOTE: Read in Conjunction with "Gucci - Guilty for Him"  

About

These are two print advertisements for “Guilty”, a cologne produced by the Gucci company. The first ad is for the “Guilty For Her” perfume that was launched in 2010; the second is for the “Guilty Por Homme (for men)” cologne that was launched in 2011. Both advertisements feature a man and a woman, shirtless and in close contact. In the women's version, the female stares directly into the camera; in the men's version, the male stares directly into the camera.

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Gucci - Guilty For Him

NOTE: Read in Conjunction with "Gucci - Guilty for Her" 

About

These are two print advertisements for “Guilty”, a cologne produced by the Gucci company. The first ad is for the “Guilty For Her” perfume that was launched in 2010; the second is for the “Guilty Por Homme (for men)” cologne that was launched in 2011. Both advertisements feature a man and a woman, shirtless and in close contact. In the women's version, the female stares directly into the camera; in the men's version, the male stares directly into the camera.

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Hip Hop vs. America - Video Girls

About

The following clip comes from a Black Tree TV production. It drew from a 2007 BET special that explored a number of issues surrounding the intersections between rap and hip hop, African American culture, and the broader American society. This clip focuses on the “video girls” of hip hop culture, and the controversies surrounding the use of black females in hip hop videos. With voices from rappers, video models, academics and others, this conversation is a nuanced look at the complicated state of black in femininity as illustrated through hip hop culture.

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How to be a female pop star in 2014

About

This 2014 short film made and released by The Guardian, a British news outlet, shows Guardian editor Harriet Gibsone satirically listing the ways one can become a famous female pop star in order to highlight pressing issues pertaining to women and gender inequality, such as overt sexual objectification, male domination, limited feminism discussions, pay inequality, and ageism. Gibsone presents her argument in a serious tone, although the picture inserts and sound effects are comedic. In suggesting absurd things such as using a “man to help you pen a song about your body” to create a “defining” song, or “going on Twitter and slag someone off…ideally another woman,” Gibsone uses sarcasm to criticize the overt emphasis on the hyper-sexualization of the female body and the woman-eat-woman mentality emphasized in the public realm when it comes to female celebrities and pop stars. Through this satirical video, she is not actually telling viewers to do these things; she is pointing out and discussing a culture that promotes this behavior. Although this video was originally made for British audiences, viewers around the world are prompted to consider pop stars in their countries and compare these themes of confining gender roles and the “recipe for success” outlined in the video.

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If Women’s Roles in Ads Were Played By Men

About 

This video uses contrasting shots to show what it would look like if men were asked to play the same kinds of hypersexualized and objectifying roles women are asked to portray in advertisements. For each commercial featured in this video, men are placed in the same positions and roles as the women in the original commercials, and the images are framed side-by-side or back-to-back for comparison. For example, one of the commercials is fast food chain Hardees and Carl’s Jrs.’s charbroiled Atlantic cod fish sandwich ad, which features an attractive female model eating the sandwich in a string bikini on a tropical beach. She poses suggestively as she eats the sandwich, and there are several close-up shots of various parts of her body, including scenes of her spraying herself down with tanning oil in the heat. Each suggestive pose and action is mimicked in a side-by-side comparison with a similarly dressed man posing, eating, and spraying himself down in the same ways, with the same beach background. The video is meant to point out the discomfort, humor, or ridiculousness we see in portraying men in this kind of hypersexualized and objectifying way, and prompts viewers to consider why it is “normal” and acceptable that women are so frequently represented this way in ads and media. With the tagline “more than a piece of meat,” this video was published in 2014 and created by BuzzFeed, a media, news, entertainment, and reporting website that crafts content that can be easily shared and spread through social media.

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