Women In Advertisements

     The ad I have chosen to analyze is an ad from Dolce & Gabbana.  This particular ad features 3 women.  Each of the women in the ad represent and display most of the concepts from both Killing Us Softly 4 and The Codes Of Gender.

     A similar concept from both videos is the sexualization of young women.  In this ad, the two women standing appear frail and slender with childlike facial features.  This concept is also supported with the colorful, small dresses that they are wearing.  A similar concept from the videos are the stances of the women. 
    
     As explained in both Killing Us Softly 4 and The Codes Of Gender, women in ads are often doing vulnerable or sexualized poses.  In this ad, the model in the chair is sitting in a manner that appears uncomfortable and as stated in The Codes Of Gender, not in a controlled or controlling position and becoming a product of her environment. In other words, she appears vulnerable and off kilter. They all use the position techniques shown in The Codes Of Gender.
     The other standing models demonstrate the knee, body, and head tilting.  The positions they are standing in are limp, hunched and delicate.  The center model's neck is also stretched and in a submissive position.  The hands of these models follow all the same rules from The Codes Of Gender as well.  They are limp and fragile. The model holding the bag on the right is holding it loosely and daintily unlike male models that hold things firmly and assertively. 
   
     Killing Us Softly 4 touches on the body sizes of models.  The three models in this advertisement are thin, slim and frail.  They aren't curvy or heavy.  These models help to portray the image of "ideal" body types that are explained in this video.    

     One concept that these models do not display has to do with their eyes.  Rather than staring off or appearing dazed and astray, all three models are staring straight at the viewer. The codes of gender explains how this is often shown with men in ads.  Though these women are glaring at the viewer, they are doing so in a manner that comes off as sexual.  If we focus on the model in the chair particularly, her eyes appear engaging in a sexual manner. All three models in this ad follow almost of the concepts shown from both videos.