Questions:
--How does the media engage with the idea of the gendered, racialized, internalized, social, and/or ethical/moral gaze (PowerPoint)? Does it also structure a particular gaze, or way of looking, at bodies regarding sexuality?
--How does the media engage (explicitly or implicitly) with ideas surrounding body size (thinness, excess, fatness, etc.)?
--Is consumerism either explicitly or implicitly called upon/referred to as a way of means of maintaining or achieving hegemonic beauty ideals? (If the answer is simply ‘no,’ you don’t need to state that in your blog—just be sure to think about it.)
At first I had trouble deciding what I was going to blog about. I don't really listen to much "mainstream" music, let alone watch the videos, so I had no idea how to find something along those lines that showcases the body as an object. When I stumbled upon this BMW ad campaign, I knew it was perfect for our recent discussions. It is by far one of the most pointlessly sexual sets of advertisements I have ever seen.
It is easy to see right away that all three of these advertisements are meant to be directed towards men. The main focus of each of them is certain parts of the female body. Starting with the first ad where all you see is a pretty, blonde white girl, who appears to be naked, from what part of her body is visible. Although you only see her hands and the rest of her body from her shoulders up, she seems to be a thin woman, lying naked, likely in a bed. My boyfriend even jokingly pointed out to me that she is laying on her back, in a position that most men would want her in so that they can be in control. So she is in fact, positioned perfectly for the male spectator. This kind of image reproduces and reinforces the imbalance of power. (Powerpoint, 1/25/11) It makes the man feel powerful because he is able to get this woman in his bed, just by owning a BMW.
Another focus of this first advertisement is the text, "You know you're not the first." It is meant to be comparing this woman to a used BMW, by saying other men have "used" her, but she is still good enough for you. It could also be looked at as though the text is trying to say that this isn't the first time this woman has slept with a man that drives a BMW, and maybe that is what she actually looks for. This viewpoint is a depiction of the regressive ideals of feminism behavior and attitude. (Bordo, 459) This woman is becoming sexual over a car, and will let you have your way with her. She has a look of longing on her face, as if she is more turned on by the car than the man. It is as if she is totally available to this man, and wants only to please him. (Bordo, 459)
The next ad that BMW featured in this campaign is that of, well basically just a woman's breasts. What does this have to do with the Z4 Roadster that is mentioned in small print in the corner? Not a thing. There isn't even any comparison between a car and this woman's body like there was in the first advertisement. What this ad does do however, is appeal to the male mind. And again, what seems to be shown is sexual desire. This woman, like the first one, is in a vulnerable position, waiting for this wealthy BMW owner to take her.
The third and final ad that BMW used is equally as sexual as the first two, maybe even more so. You are shown a woman's body, from about the waist down to her upper thigh. Her outside leg is strategically placed, so as to prevent from any nudity being shown in the ad. It looks as though she has been involved in some sort of "exercise" recently because her body seems to be glistening with sweat. She is also running her hands over her body, to attract the viewer's gaze to her stomach and pelvic area. So, like in each of the other advertisement, the woman featured is being displayed as an object of sexual desire, and it seems as though her primal sexual instincts are brought out because of the ownership of this amazing car.
When looking at this ad campaign, it is easy to see that BMW wanted to appeal to men, and no one else. But what if a woman wanted to purchase such a car? Would BMW have been willing to make such risqué advertisements with male bodies as their focal point? It is very doubtful that they would have. It seems that most companies are more willing to objectify women to sell their product, because women's bodies are often viewed as carrying qualities that "hit a nerve" and are not easy to resist. (Bordo, 460) As long as ideas like this hold true, advertisements such as these will be developed by many major companies.
Works Cited
Bordo, Susan. "Never Just Pictures." University of California Press. 1997
Brown, Adriane. Class Lecture. "The Body and the Gendered Gaze." The Ohio State University, Columbus, OH. 25 January 2011
Brown, Adriane. Class Lecture. "The Body and the Gendered Gaze." The Ohio State University, Columbus, OH. 25 January 2011
These advertisements are simply outrageous. Why does sex sell so many things from cars to perfumes? It is ridiculous. The ads you have chosen clearly show the nonsense of advertisement and you make some valid points in your blog. For the second ad, in addition to what you noticed about her body and position, she is also wet. A female being soaked with water (or whatever substance for that matter) is a part of the male fantasy. The ads seem to be speaking to the male’s subconscious. After repeated views of seeing the ads, whenever he sees a BMW he will remember the beautiful white girl and his brain will make him want to purchase a BMW. I do agree with what you said about objectifying the women’s body is a more common and seemingly more effective method of advertisement.
ReplyDeleteIn addition to the above comment, I think that these advertisements are not only outrageous, but demeaning and offensive to women. I have seen plenty of women drive BMW's before, so I don't understand why the company would only make advertisements meant for men. It seems like they are playing into the stereotype that only men appreciate cars, and that cars are meant to be a "manly" possession. I agree with your analysis of the woman's position, how she is in a position of submission. This does seem to be a recurring theme in media and advertisements. Also, in the above comment, I like how Kristina pointed out the wetness of the woman's body. I feel like this image is a little bit, well a lot, risque to begin with, but the wetness of the woman's body pushes the envelope of mild porn.
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