For Gender. Gender and Gaze, Extract from: Cartright,

For  this essay, i have been asked to find a image from the university data base. I plan to discuss my chosen image and how it relates to one of the key readings from Introduction to Visual Culture handbook. From TV commercials and product placement to large boards (for posting advertising) and posters, thousands of advertisements bombard the average American every day. To be effective, an ad must attract the consumer’s attention, maintain the public’s interest, create or stimulate desire, and create a call for action. These advertisements can be small enough to fit on a three-inch screen or large enough to cover the side of a building.

But no matter what the size, in this world of ever-shrinking ability to mentally focus on somethings and patience levels, ads have to be in showing/representing their ideas. In order to successfully show certain ideas, advertisements depend on shortcuts. These shortcuts usually involve. In newspapers, web sites, and TV, prejudiced mental pictures are unavoidable because the audience needs to quickly understand information. reduce a wide range of different groups of people into overly-simple categories.

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create realities out of ideas (you think are true). Because of this quick method that newspapers, web sites, and TV uses to simplify its messages, however, it is assumed that newspapers, web sites, and TV relies too heavily on sexist images. What kind of a hit/effect does the constant huge attack of insulting/terrible (putting pictures into your mind) have on an audience? Does it really make a difference on the consumption patterns of the audience?The image i have chosen to write about for this essay has been taken from the magazine(Williamson, Judith. Eye: the International Review of Graphic Design (Archive : 1990-2005, 44 – 53 ) ) The image that i have chosen to use from the extract are ” detail from ad for Conqueror paper, 2002, image no 14. Base shoes, 1999, from Loaded, mens magazine. YSL Opium, 2000, from Vogue. Photograph: Nick Knight.

The extract that I believe my chosen images link to is The Politics of Visual Culture: Constructing Gender. Gender and Gaze,  Extract from: Cartright, L., & Sturken, M. (2009).Practices of Looking: An Introduction to Visual Culture.

Oxford: Oxford University Press. Chapter 3: Modernity: Spectatorship, Power, and Knowledge -pp.123-129.

 This piece of advertisement links to this particular extract because of the pure and obvious fact this image was quite clearly made for the attention of men. Let’s start with the quote in the corner of the image.  ” Of course you do “, the connotative meaning behind the quote is that women in the photograph is telling the audience ( most likely to be male) that she knows that they want to have sex with her. This simple yet powerful quote portrays the women to be something that she isn’t and making her look like a sex symbol.

there has been a lot of talk on “ironic” or “knowing” sexism ( often as if the irony or knowingness cancelled it out) but what has not been analysed is the formal method of placing the ironic quote marks around the sexism. However there has been little investigation that sexism and sexual power relations are portrayed without quote marks in ads today. because of course the concept of sexism is no longer being used without quote marks either. Secondly, the way that the photographer as gotten the women to pose has made her look seductive and inviting 


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