Visual Culture: Women in Adverts and Movies

Topics: Gender, Woman, Man Pages: 4 (1652 words) Published: February 14, 2014
MED 2051 Visual Culture
Question: 'Men look at women, women watch themselves being looked at.' (John Berger). To what extand so you still think that this is true in 2013? Answer with reference to at least two two visual texts and two critial theorists. (1500 words) John Berger (1972:40) states that 'She has to survey everything she is and everything she does because how she appears to others, and ultimately how she appears to men, is of crucial importance for what is normally thought of as the success of her life. Her own sense of being in her is supplanted by a sense of being appreciated as herself by another.' In that century, the status of women was very low, their life was relied on men. The success of their life were based on there is a man who appreciated them, this was something that they have been told by their parent since they were born. However, this has been changed nowadays. Women want to be sexy, good looking to attract men, but it is not a thing that they must do. Beauty becomes competitive, friends can be modeling and competitors. For business, advertisers used women's desire which is want to be beautiful, sexy to create a selling point on adverts. To prove my point, I have use books 'ways of seeing' by John Berger, a article in a website, eurozine to prove my points and images from a female magazine 'Marie Claire', two perfume adverts from 'Gucci premiere' and 'Armani code' also image from a movie 'Sex and the city' to explain my opinions.

Firstly. I am using two perfume adverts from a female magazine, Marie Claire. One is from Gucci, and the other one is from Armani, as Marie Claire are a magazine targeted on women, therefore adverts they used are for women, as 'men act and women appear. Men look at women, women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. She turns herself into an object.'(John Berger, 1972:47) Women are not only care about...
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