Fashion media constantly and consistently create, and promote a lifestyle to its viewers. More often than not, it is concerned with the selling of an idea of an ‘ideal life’ and creating an image of a desired lifestyle in the viewer’s minds. It plays a vital role in shaping the viewers’ identities, notions and norms about ethnicity and race, sexuality, class distinction, and self-image amongst other things. In their work, Rhodes and Zuloaga (2012) have pointed out that fashion media describes a spectrum of identity, unified in a general type of signifiers—young women, high status, high sexuality—and through the constant repetition and variation of images on these themes serve to create this identity spectrum. "It is important to remember that the fashion media is not concerned with the sale of clothes, but rather with the sale of images and the projection of fantasies that can be incorporated into the lifestyle aspirations and dreams of readers" (Bryson et al, 2013, p.171). This essay aims to critically evaluate the above quote with a specific example – a series of still images from the 2013-fall winter Michael Kors campaign shot in New York by Mario Testino featuring Simon Nessman and Karmen Pedaru. This essay examines the work of various theorists in relation to the theories of representation, publicity, ideologies, class and social status. Demographics, self-image, youth, beauty ideals and the myth of the American dream are also discussed in this essay.
Michael Kors – the designer brand catering to the high-end, premium market segment has become synonymous with luxury that is both timeless and elegant. This is evident in their recent campaigns, with scenes being shot on plush yachts, swanky cars, and private jets. The 2013...
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In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
Though Bordo expresses that the public is used to seeing it more-so of women, the new idea of using men as well has been introduced into our society as a rather new concept, and is causing varying reactions from the public. As a society, we have instilled into our minds that women are allowed to put themselves on display for everyone to see. These differences between how the public views men and women in the fashion industry via media has evolved significantly from exposing too little to too much. Today, it is normal to see men and women in advertisements exposing themselves in various ways. I believe that there are certain stereotypes attached to these images regardless of the social norm. In the Bordo quote, she was reacting to an article from the New York Times Magazine about the male body being advertised in ways that were considered “overkill” (194). I sincerely agree with the reaction of Bordo, and I do not think our society is progressing towards a society in which men and women will be viewed as
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Therefore it is prevalent that gender and sexuality has catagorised and promoted men to glorify the objectification of woman as stereotypical submissive objects of desire. Mass media and Poplar culture have, in that same way conditioned woman to believing in the perfect physical form and that desirability by the male is the pinnacle of a woman’s success prominently emphasised in the music video magazine ad and celebrity culture. These factors along with celebrity status are what influence and condition the construction of ones identity in modern
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When flipping through Vogue, a well-known high fashion magazine, one can see that almost all the advertisement scream wealth and status. The magazine’s beautiful models as well as its expensive brands are major characteristics of the famous magazine. Members of the middle class skim through the magazine thinking, “Wow, if only I could look like this!” In Gregory Mantsios’ article “Class in America,” he says, “We are, on occasion, presented...
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In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
I can recall a time when the media was influencing my life and actions. The week after I graduated high school, my girlfriends and I took a trip to Cancun, Mexico, where the MTV beach house was located that summer. As I look back on the week of drunken partying and sexy guys, I can only wonder how I made it home alive. How could any young woman find this behavior acceptable? Every young woman there was flaunting their bodies to the young men around them. They were proud to be sexual objects. Where did they learn such debauchery? This is the kind of woman that is portrayed throughout MTV and various other aspects of the media. They have even coined the term “midriff”—the highly sexual character pitched at teenage girls that increasingly populates today’s television shows—in order to hook the teen customer. Teenage women increasingly look to the media to provide them with a ready-made identity predicated on today’s version of what’s “cool.” The media is always telling us that we are not thin enough, we’re not pretty enough, we don’t have the right friends, or we have the wrong friends… we’re losers unless we’re cool. We must follow their example and show as much skin as possible. The type of imagery depicted by MTV-- as well as people like Howard Stern, the famous “Girls Gone Wild” videos, and various Hip Hop songs—glorifies sex and the provocative woman.
From this I want to argue that the world of consumption has a great influence on the way people create their identities. I shall explore important features of the nature and function of fashion, as it’s relevance offers models and materials for constructing identity. I then want to further my argument on whether consumption is seen as a passive process reflecting producer interests or an active process representing consumer interests, as this can determine how ones identity, or lack of, is perceived.
Alexandra Scaturchio, in her article “Women in Media” (2008) describes the media’s idea of beauty as superficial. She supports her argument by placing two pictures side-by-side; a picture of a real, normal-looking woman and her picture after it has been severely digitally enhanced. Her purpose is to show young teenage girls that the models they envy for their looks are not real people, but computer designs. She also states, “the media truly distorts the truth and instills in women this false hope because…they will live their lives never truly attaining this ideal appearance”. Scaturchio wants her readers to realize the media’s distorting capabilities and feel beautiful about themselves, even with flaws.
Within the beauty industry there are numerous examples of media propaganda that can be investigated, but the television and magazine industry privdes a very specific representation of what women experience daily through the media. According to the Hollywood Reporter, the ...
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
To begin with, I shall look at what fashion is; it is a currently popular style or practice involving clothing, footwear or accessories. It mostly refers to the current trends in looks and dressing style of a person (Cumming 234). In most cases, fashion is confusedly related to costumes; when a person talks of fashion they are seen to mean fashion in terms of textile. Fashion is seen to originate from the Western world and it is copied by other places. In this paper, we shall look at how fashion affects lifestyles and the group of people who are affected most. The paper further investigates how media is used to transmit fashion from one region to the other. Although it has been seen to affect people’s lives many people have different perspectives on fashion and dressing.