Negative representation - Secret Obsession
Women are portrayed as really sexual and the voiceover is sultry as is the editing style it looks like she awoke from sleep naked and the actual advert was banned due to the uncensored sexual content. The primary audience I would say are males due this provacative nature of the advert where the women is self objectifying herself so the male audience take voyeuristic pleasure in looking at her and they may buy this perfume for their partners. The secondary audience I would say would be females as the perfume is for women but the male gaze is dominant so it could be argued that the woman is presented as a femme fatale who allures the audience with her body. Feminists would not approve of this as it reinforces that females are seen as sexual objects by men so therefore the patriarchal society is reinforced.
postive representation of women- Jean Paul GaultierLe boudoir
The amount of women gathered together shows unity which feminists would approve of and its not a negative representation but no so much positive either as they could be seen as vain, but overall they are conforming to their gendered stereotype in the advert of being womanly and the mise en scene is light and fresh with the women wearing dresses so that the male gaze would be on them.
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