Ads are the way for media to not only relate to the consumer in to buying a product but express an opinion. In the reading "Constructed Bodies, Deconstructing Ads: Sexism in Advertising", tells of ads being not only a simple images but being a way that shape the way we consume and make decisions. The " waif look" is in a way of what ads focus on Eventhough time, the "waif look" is always. It is used have the time to not only sell a produced but a way to change. in the above ads features Kate Mass posing for Calvin Klein Fragrance. Below is and image from PETA using this same image of the "waif look" to promote animal cruelty.
In both we see the ' Waif look" playing as two different messages. One being to show what society seen as being beatuiful woman selling a product and the other showing that we as human are also considered as a piece of meat.
What ever happen to ads that try to approach other consumer. In the reading by Danae Clark, she explains how lesbians have been targeted in another way than many consumers. In order to have a lesbian be convince to buy heterosexual woman, you must have the woman be able to have a manly approach. In the above ad , using the ads from the industrial era to showing that woman who dresses as a man need love too.
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