Fashion advertising is becoming increasingly sexulised, with Merskin (2006) comparing images often seen in magazines such as Vogue with soft core pornography. The idea that it is not the product itself for sale but what it is the product stands for is clearly evident in advertisements such as an example by Guess Jeans, in which the jeans worn by the models are shown only from the thighs up, with the viewer's eye being drawn instead to the female model and the particularly sexual look she is giving at the audience. It is also very noticeable that neither seems to be wearing any clothing except the advertised jeans, and a bra in the case of the woman.
Interestingly, a recent advertisement for barbie dolls attempts to show the doll as being empowering to women, while it is more commonly known for portraying unrealistic body dimensions and is criticised by many for wearing skimpy outfits and promoting the sexulisation of young girls. The television add does not reveal what is being advertised until the very end of the add, as to prevent the viewer from not taking the add seriously when they see it is for barbie. While the add appears to be taking a feminist standpoint and shows a woman helicopter pilot, those familiar with the doll will be unlikely to change preconceived notions about the product, although this is ultimately what the add is striving to do.
References
Merskin, D 2006, 'Where are the clothes? The Pornographic Gaze in Mainstream American Advertising', Sex in Consumer Culture
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