How does Calvin Klein represent females in the above advert? Are they objectified or sexually empowered?

Using Laura Mulvey’s ‘male gaze’ and Trevor Millum’s and Marjorie Ferguson’s analysis of facial expressions i will decide whether Calvin Klein intend to make the woman in the advert objectified or sexually empowered.

Looking at her facial expressions, her eyes are heavy lidded, almost closed, and her lips slightly parted, this is an overly sensual expression which would link with objectified, but she has no eye contact with the audience, also we can only see three quarters of her face, as if she was looking away, this well could be a metaphor for no one is good enough for her, that she is superior. This would link into her having control of the audience, so she is being powerful through sexual nature.

She stands in a stereotypical man ‘pose’, which shows off her hour glass figure whilst also showing that she is strong, independent, powerful and confident, with high heeled shoes to elongate the legs. This fits in with both objectified and sexually empowered, as this shows she’s in control and she is powerful, but things like the high heeled shoes bring up the question of, who are they to impress? Why where them if to elongate legs for someone?

We also see the woman in the process of getting dressed after having a shower, which would seem objective for why should the image include the sensual stereotype of the wax/wet look unless to attract the male audience. Also this could be to attract the female audience the advert is aimed at, for example the clothes advertised look good on her and attract male attention, so the female market may by the product to try and get the same affect, so without realizing this wax/wet look makes the product more appealing.

The underwear is interesting when talking about the woman being objectified or sexually empowered. The suspenders tell us she might be going out, on a date, or to a restaurant, to make her look sophisticated or to look good (appealing to male audience again) but the plain black bra and non complicated pattern could suggest that the woman is nothing but a normal simple woman, which reflects that anyone can wear this product.

The adverts target market can be split up into two groups, males with wives or girlfriends, and females in relationships or trying to look appealing. This advert aimed at men, is intended to make them look and like the image, which is making the female gender seem objectified, therefore men would see this image, and either buy it or tell there wives/girlfriends to get it. Aimed at women on the other hand the sense of sexually empowered person is good for them, this makes them feel like they can have this, they can look this way, and can be themselves, controlling and not just something to look at. I think as an overview to the advert, the woman is still seen objectified, because the advert simply intends to make you look at her, female or male, the image would attract both audiences therefore fitting in with the stereotype that women all want to look the ‘best’ or better than others and they are there to look ‘good’ and to impress.