How Calvin Klein represents females

Calvin Klein represents females as sexually empowered in the above picture as her facial expression is very seductive. In 1980 Marjorie Ferguson (1980) cateogrised women's facial expressions. The different facial expressions are 'chocolate box' this means that the expression is very bland, pleaseing and a uniform of beauty. An 'invitational' expression is when the pose is suggestive of mischief or mystery and more of a hint of contrast than sexual. Another facial expression is 'super-smiler' this expression can mean aggression and has a lot of attitude. The final facial expression is 'romantic and sexual' this pose represents that the person is possible or avaliable. The facial expression which is used in this image is sexual or romantic as we only see part of her face which is exhausted, sweaty and hot look. The logo is located as the last thing we look at so we see the roduct first analysise how good it is then finally find out where it's from (the product).

Laura Mulvey coined the term 'male gaze' in 1975, she believes that in film audiences have to 'view'characters from the perspective of a heterosexual male. The 'male gaze' is how men look at women, how women look at themselves and how women look at other women. The features which stand out on the photo is that the camera light within the shot lingers on the curves of the female body and highlights her body including the top of the thighs, stomache, chest and top of arms. As well as the lighting making this stand out she is sweating on the image to add to her sexual look. The way that she is standing in the image is very powering and a big pose, her hands are on her hips to represent this power more stronger. The use of her heel are to add height to her which makes her taller which adds to the powerful look within this image.

In the image there is no colour it is just a black and white shot, this usually means that it connotates the sophistication and sensuality of the woman. The actual underwear for the designer advert is plain black bra and pants this can represent her as being just normal but as we move further down the image she is wearing stockings and heels which adds this idea of 'sexual' looking. She has her head slightly turned away from the camera only showing 3/4 of her face which can reflect to us that she is giving us no eye contact as if to say we are not good enough and isn't interested making herself seem hard to get.

Overall from this image we can gather that Calvin Klein represents this female as being sexually empowered by using many different presenting techniques of the theme 'sexual'. This is achieved very well and is a successful image in what it's purpose is meant to be. (selling of the underwear)