Comparing Two Advertisements Essay

The following are two advertisements on perfume by Instinct and Giorgio Armani, which demonstrated the power of degree given from man to woman. Power is authorized from male’s gaze and how the female is trying to impress themselves sexually available to men in the advertisements. Self-fetishism is a sign to resemble self-empowerment, it is also a key to reckon how power can be given by male to female. In order to further emphasize on the establishment of self-appearances on a female’s body, female’s body is positioned in the two advertisements in a way to be observed by the male. Of the gender differences, there is a norm which woman tends to make themselves more appealing to the man. Woman’s degree of empowerment is judged by their looks and …show more content…
In the ads, Megan Nicole chooses to present her body to men and according to Goldman, this is her area of “philosophic pastiche of femininity” (Goldman, 152). It is called democratic pluralism in advertisements, which also means the freedom of choices. Woman have control and ownership over their body to make themselves more attractive to men. In the Instinct Ad, Megan Nicole is leaning onto a pole with her hands wide and allows a man catching her scent and glimpsing at her body from behind, this implicates that the commodity is wild and not easy to approach. In Giorgio Armani, Megan allows herself facing the man, also meaning the commodity is easy to catch, is tamed. Commodity differs according to woman’s power. As we can see now traditional traits of man out-weighted woman have now changed. Woman in advertisements now has the ability to manipulate what they want the man to do to them. They gain the freedom of power over man. Goldman explains this phenomenon as a metaphor of control, whereas the female’s desires and power control the men in a way they behave in ads. Through the purchasing of the commodity, it invites woman to define themselves have rights to enjoy the freedom of choice and