Writing an Image Analysis Essay Example

in these ads are still objectified. Like the products being advertised, women are intended to be consumed by men for visual pleasure and by women for self-definition and societal survival. The vulnerability of women as sexual objects becomes apparent when closely analyzing the advertisements. Any portrayal of a nearly naked woman portrays her as defenseless and lacking power, particularly when contrasted with a physically stronger man.

Although she has the power to attract and captivate men, they desire to possess her. Advertising frequently presents women in revealing or nude attire, rather than everyday clothing. Moreover, advertisements featuring women tend to highlight their physical attributes over their facial expressions. More than 50% of commercials showing women include a camera shot that emphasizes their chest, which leads to the absence of emotional expressions on their faces and renders their personalities non-existent. Once again, they are portrayed as unintelligent and pose no threat to men.

Today's society pressures women to adopt a specific appearance that highlights physical attributes such as large chests, blonde hair, and a lack of intelligence, with the goal of attracting male attention. This unspoken expectation creates a harmful cycle where women strive to imitate these images, ultimately devaluing themselves. These portrayals reflect our society's perception of ideal beauty, leading women to believe that conformity to these standards is necessary for love, respect, and power. A particularly notable and controversial ad campaign from the 1990s belongs to Calvin Klein, which paradoxically focuses on his models' expressions while simultaneously degrading women as a whole.

However, the expressions used in these advertisements resemble those of a frightened child. The female model, who is naked, appears even more vulnerable than when

her face was not shown. In the Kate Moss and Marky Mark advertisement, Moss seems much more powerless than her male counterpart. Marky Mark's muscular physique completely overshadows Kate Moss's body. While Mark appears relaxed, Moss clings to his torso and gazes at the camera like a frightened rabbit. Both models are wearing underwear, but Moss does not have a bra, further exposing herself. In another advertisement, Moss is once again depicted as an innocent child.

Regardless of the preservation of  and their respective content, it can be observed that the woman in question is either on the brink of mistreatment or has already endured abuse. Her fingers touch her lips, implying a prohibition on speaking, while her eyes show signs of physical harm or assault. In this scene, Moss's breasts are completely exposed; however, rather than being concealed, they give her a nearly preadolescent appearance reminiscent of a child abuse victim. Similar to victims portrayed in child pornography, she gazes helplessly into the camera lens. This specific image portrays Moss as utterly vulnerable with no form of protection. As a result, this advertisement was extensively displayed in Times Square and led to an immense tenfold increase in Calvin Klein sales.

Why, if Moss is not traditionally feminine, does she still appeal to men? Before Calvin Klein’s campaign featuring Moss, it was believed that men were mainly attracted to a woman's physical appearance. However, the portrayal of Moss as a vulnerable and innocent figure, lacking conventional feminine attributes, reinforces the notion that male attraction to certain advertisements stems from the sexual dominance they offer. In a society like America, where women are gradually gaining more economic influence,

men find reassurance in such portrayals.

An even bigger question is why do women accept these images and try to adapt them to American culture? Women perceive these images as attractive to men and then feel the need to conform to them. Unfortunately, duplicating Kate Moss's body is nearly impossible. This ideal body image is a major factor in the recent increase of weight loss among young girls. These images are severely damaging women's self-esteem in the 1990s. Women either feel depressed because they think they are overweight, or they become ill due to malnutrition. Once again, women are forced into a vulnerable position, both mentally and physically.

Fortunately, there appears to be a shift towards a more conservative approach in modern advertising. Advertisers are making an effort to avoid including inappropriate elements in their advertisements. This change is largely influenced by the increasing awareness among women regarding social and political issues. These inappropriate elements include the objectification of women for sexual purposes, the negative portrayal of mature physical features in women, and the promotion of an unrealistic and overly thin beauty standard. An example of this is Calvin Klein's 1996 jeans campaign, which had to be discontinued due to accusations of reenacting child pornography in their commercials and advertisements.

The phenomenon of advertising in America is twofold. On one hand, we as a culture promote the images in advertisements. On the other hand, these images also promote our culture. Sadly, both aspects are present. Women have managed to break free from the domestic portrayal in the 1950s, so there is hope that these sexualized images will also disappear. As women achieve higher social status, I believe

there will be a shift towards more positive and empowering female-focused campaigns. Nevertheless, women must make a conscious effort to resist the influence of present-day advertisements in order to progress further.