After studying the hegemony of the media and the relationship it has with society, and watching Killing Us Softly/Tough Guise, I have been thinking about the advertisements we see everyday on television and billboards and how they affect the way society thinks. I’ve been looking at Calvin Klein advertisements and the ideas they evoke. Studying hegemony helps me understand how the media shapes our society, and in this case, normalizes the ideas of sex, male masculinity, and the objectification of women. Hegemony is the use of media to create a consensus around certain ideas, so that they come to be accepted as common sense. In this way I believe the Calvin Klein advertisements have used their imagery to create a consensus on the normality of sex and objectification of women.
The first picture I have attached is an example of the objectification of women by Calvin Klein. The women modeling for the perfume, Obsession, is completely naked, lying uncomfortably on a couch. Her pose suggests that she is ready to submit to any man that wants to have her. “Obsession for Men” evokes the idea that men should be heterosexual and be attracted women like her. The women’s identity and character is ignored and only her body is emphasized. Her uncomfortable position on the couch shows her lack of voice and any say. She is specifically an object of sex for the first man who wants her.
The next couple pictures I have attached encourage and evoke the idea of sex, and male superiority/women objectification.
In this photo, the models are once again half naked, encouraging themes of sex. The male model is shown twice in different poses, while the woman is shown only once, submitting to the strong hold of the man. Her limp posture shows her lack of strength and opinion. Once again the male model is dominant while the woman is objectified and show as inferior.
I have attached similar Calvin Klein photoshoots that similarly evoke ideas of sex and objectification. In all of these photos the man is very fit, normalizing the masculinity and dominance of men. Furthermore, the women are all shown with skinny and flawless body, suggesting the necessity of women to be perfectly built and “sexy.” This image of perfect bodies by both the male and female models normalize the image of how young women and men should look in society.
The Calvin Klein advertisements help demonstrate the affect media has on society, and how it has the power to normalize certain ideas and concepts in society. The images I have analyzed show the power of hegemony and its effect on society. Hegemony
I have also attached a video clip about a racy billboard advertisement of Calvin Klein.
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