In Jean Kilbourne's video, "Killing us Softly," one of the points she makes is that in a lot of ads containing both women and male models now days, violence seems to be eroticized. This ad for Dolce and Gabbana's perfume "light blue" appears to embody this characteristic. Since the male model is coming from behind the female model, it can almost be looked at as sort of an attack of seduction. Based on the body language and facial expression of the female model, she looks almost as if she is resistant of his touch (as she appears to be tensely leaning away), and unsure of what he is doing. All the while the man looks very firm, with his stiff arm and serious countenance, that this woman is his, and he is going to take her with or without consent. With this, the oceanic background scene and half naked bodies is what brings sort of a sexiness and eroticism to this violent looking gesture, thus, proving Kilbourne's point.
I would never have realized that about this ad. I just figured that the ad was about perfume and that he/she smells so good the other has to have him/her. Great way to explain kilbourne's idea.
ReplyDeleteI agree with your interpretation. The man appears to be infatuated with the woman because of her perfume, and because of that, he won't let anyone have her. The woman also looks very skinny and weak. And you're right, she doesn't look happy to be with this man.
ReplyDelete