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... The issue of female sexuality has always been more taboo and far more problematical than that of male sexuality, this is due in part to the overriding predominance of men in all aspects of life, not just fashion. ... Whilst this was constructive in some ways, it only allowed women to be seen as copies of men in advertising, rather than female individuals with their own sexual agenda. ... As we enter the 21st century attitudes to female sexuality in advertising have changed yet again. We now appear to be in a positive place with women being shown as being in control of their sexuality, almost ‘taking charge’ and this is shown in sharp relief by the chosen image. ...
‘20th century critics of sexual repression have argued that through sexual liberation could come personal liberation, even social revolution, because free expression of sexuality is antethical to the exercise of power’
A reason for the chosen image being set the way it is may be that women ar far more overtly sexual than they ever have been. The recent sudden increase in women’s ‘sex shops’ could be an explanation why advertisers have decided to show women in control of their sexuality. ... This is in direct contrast to attitudes to women’s sexuality in the 1950’s. ... Art, however has always seen itself as above such things, that the female nude is not sexual but ‘desirable’. However, if advertising takes advantage of human biological and social evolution to use sex to sell products, what is the excuse for art using the female nude? When Velasquez first exhibited his ‘Rokeby Venus’ there was an outcry, not because she was nude but that she was revelling in her own sexuality and not directly for a man’s benefit. Madonna in the 1980’s had a similar effect by publishing her book ‘sex’ not because she wanted to excite men but because she wanted to express her own sexuality. ... There was nothing submissive about Madonna’s book so we must look at why modern day advertisers feel it is not only acceptable but profitable to tap into the new wave of female sexual empowerment. ... This in effect is no different to 19th century paintings showing female nudes, the main difference is that women nowadays are seeing themselves as being in charge of what happens as opposed to men.
Approximate Word count = 1858
Approximate Pages = 7.4
(250 words per page double spaced)
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