w.11-GUO YING Extra blog about Project Four : Advertisement Analysis

 Case Selection:

I began by searching online for representative advertising cases, focusing on those that had sparked controversy and clearly depicted the sexualization of young women. I reviewed several advertising media platforms and news commentaries, and ultimately selected a 2016 Calvin Klein advertisement as the subject of my analysis.

Content Analysis:

I analyzed the advertisement from multiple aspects, including the camera angle, the model’s posture, and the wording of the ad copy. Drawing on what I’ve learned—such as the theory of the “male gaze” and gender representation analysis—I systematically examined how the advertisement commodifies the female body and how it influences audiences of different genders and age groups.

Analyzing the advertisement

When analyzing the advertisement’s impact on audiences, I first considered it from the perspective of young girls. The ad conveys a dangerous message: “Sexiness equals value” and “being looked at is a way to gain recognition.” It misleads girls into believing that they are only worthy of being seen and noticed when they display their bodies and cater to others’ gazes. This sexualized representation undermines their independent understanding of self-worth and may lead them to use their bodies as the primary means of gaining social acceptance, rather than their personality, intelligence, or abilities.

From the viewpoint of young boys, this kind of advertisement also shapes gender biases. It reinforces the stereotype that “men are viewers and women are objects to be viewed,” causing boys to treat female bodies as consumable “sexual images” during their development. More seriously, it may lead them to mistakenly prioritize sexual attraction over equality, respect, and emotional connection. This media portrayal influences boys’ future sexual attitudes and behaviors in relationships.

For older men, this advertisement may stimulate and reinforce sexual fantasies about young women. When a brand commodifies the bodies of young girls and attracts adult male attention through sexualized poses, it blurs the line between “sexual suggestion” and “sexual exploitation” within the context of a legitimate market. This not only disrespects women but also excessively consumes “youth” and “female bodies.” Moreover, it potentially legitimizes the social practice of gazing at young women, which is cause for concern.

My Reflection and Conclusion：

Throughout this task, I came to realize that advertisements are never neutral images—they always convey values, gender ideologies, and social expectations. When a commercial brand chooses to photograph a young girl in a sexualized pose to grab attention, it is not only selling a product but also promoting a culture of “watching women.”

In my analysis, I applied key concepts from gender studies such as the “male gaze” theory and gender construction. I deconstructed the advertisement’s psychological impact on different audiences by examining its visual composition, double meanings in language, and the types of viewers it targets. This made it clear to me that advertisements, as a form of mass culture, don’t just shape consumer desires—they also shape our understanding of gender.

This analysis deepened my appreciation for the importance of media literacy education. Young people need not only to recognize advertising strategies but also to understand the hidden messages and structural power dynamics behind them. We must ask ourselves: are we seeing reality, or a desire that has been deliberately constructed for us?



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