Dolce&Gabbana is known to be, “The most powerful and influential designers of our time.”, (Reinach, 2012) and is a well known billion-dollar fashion company due to their aggressive marketing. Although this image was created 256 years later, it disappointedly conveys that gender bias is still prominent in todays society, as the photograph fulfills the gender attributes of a female that men expect in our current civilization. Consumers are immediately drawn to the sexualization of the advertisement due to the masculine man with greased skin on top of the slender and beautiful woman in a sensual position, thus highlighting the connotation that ‘sex sells’ in media, (Niveethiga, 2012). There are four men intently surrounding her, illustrating that she is irresistible and desirable. At an attempt to move, the female model has her pelvic area thrusting towards the man as her alienated and absent expression averts away, showing gender bias through the positioning of her body. She is not observed as distressed from the grip of the man, which implies a confusing message to the audience as she could perhaps be desensitized to his actions. The lighting is accentuated on the man’s arm which is holding the woman down, thus portraying dominance and superiority to the female who is immobilized and subjected to the man’s will. The man’s supremacy is presented with respect to gender bias, and displays the reinforcement of the demoralization of the women’s worth. The background men gazing at the vulnerable woman while the man forcefully holds the woman, almost implies a scene of evoking the notion of gang rape and violence against women. The woman is stereotyped as weak, frail and unequal in comparison to the prevailing male. This advertisement showcases how in todays era gender bias is substantially apparent and our
Dolce&Gabbana is known to be, “The most powerful and influential designers of our time.”, (Reinach, 2012) and is a well known billion-dollar fashion company due to their aggressive marketing. Although this image was created 256 years later, it disappointedly conveys that gender bias is still prominent in todays society, as the photograph fulfills the gender attributes of a female that men expect in our current civilization. Consumers are immediately drawn to the sexualization of the advertisement due to the masculine man with greased skin on top of the slender and beautiful woman in a sensual position, thus highlighting the connotation that ‘sex sells’ in media, (Niveethiga, 2012). There are four men intently surrounding her, illustrating that she is irresistible and desirable. At an attempt to move, the female model has her pelvic area thrusting towards the man as her alienated and absent expression averts away, showing gender bias through the positioning of her body. She is not observed as distressed from the grip of the man, which implies a confusing message to the audience as she could perhaps be desensitized to his actions. The lighting is accentuated on the man’s arm which is holding the woman down, thus portraying dominance and superiority to the female who is immobilized and subjected to the man’s will. The man’s supremacy is presented with respect to gender bias, and displays the reinforcement of the demoralization of the women’s worth. The background men gazing at the vulnerable woman while the man forcefully holds the woman, almost implies a scene of evoking the notion of gang rape and violence against women. The woman is stereotyped as weak, frail and unequal in comparison to the prevailing male. This advertisement showcases how in todays era gender bias is substantially apparent and our