When I saw this, I immediately thought to myself, "do cozy sweaters really qualify as the world's sexiest gift?" The blatant display of sexually charged advertising seems to appeal to the gift-giving sensibilities of a romantically linked couple or maybe those who would like to be romantically linked. The slight, coy way the model cocks the pink, stylized Santa hat is a manner of channeling appealing imagery (like Santa's hat, maybe symbolizing gifts or happiness) and turning it into something sexually engaging. While this isn't the most obvious example of fetishizing and sexualizing otherwise neutral imagery and behaviors (a better one would probably be for Herbal Essences shampoo, for isntance), this ad is considerable in its attempts.
Sidenote: The location of the model is somewhat awkward, as she doesn't seem to stand out as much as the dark pink box advertising express delivery. The asymmetry at one time works to clearly define the model from the text, but at the other time prevents her from really being the center of attention. That further indicates the model's superfluous nature and her role as a selling device for cozy sweaters and scented lotions.
1 comment:
It's funny that they're using that image to sell sweaters, because that model is certainly not wearing one.
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