Values In The Potter Box, By Laura Mulvey

Decent Essays
Today, everyone seems to believe that women have everything they want: the right to vote, equal opportunity, and the ability to marry who they want. As much as people who like to believe we have come so far, there is still a long road ahead because of the many implicit and explicit examples of sexism everywhere. Normally when one thinks about a jewelry advertisement, what comes to mind is an ecstatic couple. The women, smiling widely with surprise as the man presents the ring. This advertisement from Natan Jewelry depicts the opposite. Instead of seeing love through an equal gaze, viewers see it through the male gaze. The male gaze is a concept coined by feminist film critic Laura Mulvey. Male gaze refers to the way visual arts are structured …show more content…
The first step to The Potter Box is defining the situation. After extensive research, I found that Natan is a Brazilian company that produces upscale jewelry, watches, pens, wallets, and briefcases. The company does not have a strong online presence, but the outcries from many individuals over their advertisements is prominent. My next step was to identify values. According to Kirtley and Ison, “values can be separated into four categories: societal values, general values of an industry, specific values of an organization, and one’s own, personal values.” Although Natan most likely thought their advertisements would be successful and garner attention and profit, it does not uphold my personal values. I do not believe that women should be depicted in the way they are in the advertisement; the ad implies that women are merely objects, inferior to males, and marriage-hungry. Natan Jewelry is based in Brazil, which means they are catering to a different audience than they would be here in the United States. Values can be tricky when regarding culture, because different cultures have dissimilar sets of values. Although this ad conflicts with my personal values, it may not conflict with the audiences values due to different cultural norms that exist in different places. After I examined values, I considered ethical principles, which according to Kirtley and Ison, “can be similar to values, but, as applied in the Potter Box, are generally broader sets of guidelines such as philosophical theories.” I believe that Natan Jewelry should have chosen to consider the philosophy of Communitarianism, which “is a social philosophy that maintains that society should articulate what is good–that such articulations are both needed and legitimate” (Etzioni). In his encyclopedia,

Related Documents

  • Decent Essays

    Laura Mulvaney, in her 1975 article Visual Pleasure and Narrative Cinema, describes the male gaze as being driven by “ the unconscious of patriarchal society” which is demonstrated through the “sexual differences which controls images, erotic ways of looking and spectacle” (57 Mulvaney). Thus, within film there is a type of lens that magnifies the way the viewers see the female characters. In this spectrum women are seen in the same scope a heterosexaul male would glance at them. Then it boils down to how women see themselves and other women. Mulvaney argues that scopophilia via voyeurism motivates these gazes to exist (59-61 Mulvaney).…

    • 1757 Words
    • 8 Pages
    Decent Essays
  • Decent Essays

    This finger-gun and crotch-grab are obvious references to phallic masculinity that Michael Jackson made famous. Although the target audience seems to be men, Madonna’s drag scene gives the idea of a bold, independent woman. However, the camera angles give away the fact that this is not a matter of empowerment. Madonna is filmed from above in various parts of “Express Yourself” to play sexy and vulnerable. The singer exploits the male gaze and her portrayal of sexuality was influenced by established ideas of the ideal “sexy” from a heterosexual male…

    • 784 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Her conclusion was based on the principles that certain cultures and societies can determine ones moral beliefs. Since culture is such a divers system the morals of certain cultures also may vary. (467) This argument leans toward a more objective views where some cultures have a universal trend of having unique moral views. The social system is like a work of art that has different themes that turn into cultural tendencies that create a system where certain people live and believes greatly that morals support their actions. Benedict explains that that we need to consider why we think things to be abnormal or normal behavior.…

    • 1504 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    Moral relativists such as David Wong and Gilbert Harman have provided a more sophisticated version of moral relativism which mitigated some flaws of the inaugural and naïve form which Rachel argued against. Cultural relativism is also a relevant theory to explain the extreme cases of disagreements in our world. However, there is still invalidity and shortcomings of the cultural relativism argument that hinders moral progress, or deteriorate the view about morality into nihilistic grounds. Hence it is still essential to maintain some moral truths as objective instead of accepting the theory in…

    • 1886 Words
    • 8 Pages
    Decent Essays
  • Decent Essays

    The reason for such practice is due to corporations concern on the potential negative feedback of the general market place, and impacts on the image of the corporation (Peñaloza 34). However, Vargas research demonstrates how the general consumer can actually have an implicit preference for advertisements that have homoerotic images. Thus, the pressures that are pushing marketers to use false representations, is not exactly imposed by the general consumer; instead it derives from political and religious institutions that construct and promote hetero-normativity. Therefore, heterosexual subjects who demonstrated implicit preference for homoerotic traits, but no explicit indicators, suggest that they wouldn’t mind the legitimization of gay and lesbians in the marketplace. But societies imposition of what is considered the norm restrains them from free expression and thought.…

    • 1203 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    In Brazil, “women who are more attractive than average enjoy a higher income” (Edmonds 108). He also points out that the penalty for not being attractive is losing socioeconomic standing, and can truly threaten the survival of those who do not have the means to ‘improve’ their appearance to fit social norms. While this behaviour in Brazil is likely to be seen as harmful to many citizens of the United States, it is important to consider that beauty has always been tied closely to wealth in our country as well. Even now, specific treatments like laser hair removal and skin dyeing are all related to one’s socioeconomic status. At the end of the day, it is difficult to imagine a society which isn’t completely equal to have beauty standards that are not based on one’s social and financial background and…

    • 704 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    In modern days, advertising has become a matter of gender representation and categorizing both men and women, rather than a commercial aiming to advertise a certain product. An effective endorsement is usually associated with some sort of portrayal of gender, as well as social values. It is rather doubtful for a successful ad to lack controversy regarding the illustration of women in particular. This is because, gender identity is not natural- it is deliberately created by the media and society around us, as well as adopting the traditional portrait of femininity and masculinity. We are taught to believe in the stereotypical ideas of how someone should look like, remembering to fall in between the margins of society, either categorized as a strong, powerful man or a weak, delicate woman.…

    • 880 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Introduction Strong is the New Skinny There’s this supposition in society that every woman wants and needs to be beautiful in order to be successful in life. In addition to society, there is an abundance of multi-billion dollar companies devoted to selling women products designed to “fix” them into look a certain way. These companies come into our lives with advertisements directed towards fashion, celebrity gossip, and now, makeup. I got excited when I saw MAC’s makeup advertisement entitled “Strength.” The image is not a glamourous, airbrushed celebrity. Rather, it’s a powerful shot of a body builder.…

    • 951 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    First he said that in the United States, “prejudice tends to be more emotional and irrational than intellectual and aesthetic” (Nogueira xv). I completely do not agree with this finding because I believe that the same thing goes in Brazil. How can you possibly say that prejudice here in Brazil is intellectual and aesthetic solely? I think that prejudice in both countries are the same. Also, when he said that in Brazil, a person who is prejudice against non-white people may have a friend with someone who is non-white but not in the U.S. Maybe I am just being bias but I disagreed with his statements about America.…

    • 1965 Words
    • 8 Pages
    Decent Essays
  • Decent Essays

    Just because of the tittle this ad catches many woman attention. In other words its saying with that bra you can be perfect. If anyone wants to be perfect like the model then get this bra. Where is the empowerment in this ad? All it do is make a woman confidents go down and insecurities go up.…

    • 763 Words
    • 4 Pages
    Decent Essays