Short write up from image research- Feminism

The woman in this image is represented as a sexual object; this is shown in the way in which she is posed; with her face tilted down to look at the camera- with a slight smile in her expression, whilst holding onto her bikini top to stop it from falling down and revealing her breasts. This immediately objectifies this woman by representing her to be something that is achieved by using the product advertised. Because she is wearing a bikini with string ties it gives the impression she is both available and accessible, this is important when considering the audience of the advert. The audience for this particular advert is men, due to the product being ‘Lynx’ a body wash and spray for men, this induces the ‘male gaze’ theory that allows the man to be active and the female in this image to be passive, therefore giving the man the power in how this image is received- which primarily is sexual. As she is a slim, young, white female she creates an idyllic image of what a woman should look like, this fits in with the feminist theory of scopophilia, in that the men looking at this image of the ‘perfect’ woman get pleasure from objectifying her. This is done in the way that by using this product, you can get her, therefore representing her as a prize to be won or achieved.