I saw this ad for Dolce & Gabbana which immediately prompted my reference to the Calvin Klien ad we looked at in class. As in the CK ad, the women is depicted as completely subservient. Her placement in the picture creates the central focus while illustrating her lack of power. Her body position is extremely sexual in relation to the male pictured with her. The fact that he is holding her down suggests that he is in full control of the situation. To elaborate on the male dominant connotone, it is important to notice the element of prevalence. There is an obvious majority of men in the picture, all standing, while the female is subject to the ground. The way that they are all hovered over her, creates a sense of entrapment and helplessness such as the inability of escape. She is wearing an ample amount of make up which is consistent with the American idea of beauty. Even in a moment of vulnerability a woman is portrated as being beautiful; which in this case is defined as being appealing to men. Although the female does not appear to be in serious danger, she also does not seem completely compliant as she is looking away from all of the male figures into an area of negative space. The lack of eye contact, while all the males are fixed on her, is a tactic of resistance (the only dissenting option available in her current situation). As similar to the Calvin Klien ad, this Dolce & Gabbana advertisement suggests the acceptance of traditional gender stereotypes while construing excessive sexuality and depiction of desire. This is an explicit example of mass media’s appeal to the consumer’s idea of fantasy and pleasure.
