This weeks reading is by Debra Merskin and concerns the 'pornographic gaze' in American fashion advertising. Merskin first outlines her definition of pornography as 'Material that depicts men and women as sexual beings with the purpose of arousing mostly male desires in a way that reflects and helps maintain the subordination of women.
She then discuses how women in advertising relate to women in pornography, the women in pornography are presented as open and willing to succumb to the male gaze, however advertising depicting women, is often aimed at women, creating sexual ambiguity in our society where women are watching and judging themselves, a mirror-gaze.
Merskin uses the infamous add of Brooke Shields that can be seen above. The photograph was taken when she was 15 and still in high school, the pose she is in, they way her shirt is almost being blown off her, the way her hair is blown back and most of all her eyes, all indicate that she is open, avalable and an object that is to be desired.
This photo, taken in the 80's is also an early example of a fairly common phenoninom in advertising, that is the sexualisation of children. Being only 15 years old, having a chest and stomoch that are a centeral visual point, but no visible cleavage. This as well as her make-up wich is applied in a very adult manner is a microcosm of age in advertising. Sheilds as a young woman is made to look older by the use of make-up and an adult pose and seductive look.
A good example of how this is used the other way is when teen Porn-Star Sasha Grey went on the Tyra Banks show and made her removed her makup and wear clothing that made her look significantly younger, to make it seem like she is being exploited by the porn industry.
The origional interview can be seen here:
Sasha Grey's response to the broadcast cut of the interview can be seen here:
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