Tom Ford Ads

Even though advertisements can advertise new products, sex-appeal strategies attract customers in ways where the media exploits women and gives women unrealistic looks of what beauty is. The renowned fashion designer Tom Ford is a great example to consider when taking a look at gender representation. His 2012 fall collection appeals to the need for sex, the need for attention, and the need to satisfy curiosity.

In Jib Fowles analysis of advertising he states, “An advertisement communicates by making use of a specifically selected image (of a supine female, say, or a curly-haired child, or a celebrity) which is designed to stimulate “subrational impulses and desires ” (75). Fowles quote applies to Tom Ford’s 2012 advertisement. Ford’s advertisements, portray women as sex icons. In his advertisement, there’s a woman who has dramatic makeup and is looking directly at the camera to show attraction. She’s posing while there’s a man behind her to represent protection and dominance. Meanwhile, men always have to have a masculine identity while women have to simply be beautiful. This is a mainstream issue that devalues women, encourages sexual harassment, and advertises violence against women.

Tom Ford’s brand is one of the popular brands of advertising that stands out to young, wealthy, classy people.

Big fashion known magazines such as Vogue, Glamour, Cosmopolitan, and Vanity have his advertisements. Tom Ford makes perfumes, makeup, and clothes for celebrities. Since he is one of the biggest faces in advertising, he influences all audiences. Typically, younger people are at more risk since they are more likely to buy these types of magazines and follow these advertising ideals. These types of advertisements persuade people that they will look good and that they will get attention (depending on what occasion it

advertises).

It’s hard to not buy products since we’re accustomed to buying what’s trendy and we seek what’s new. No matter if we have done anything to try to prevent this, advertising targets men and women and advertising cannot go away as constant messages are everywhere we turn. As globalization is expanding, so is advertising and the media. One way that would help is if the imagery in the advertisements is regulated. After all, we are all mesmerized by men being superior than others as we feel that men are dominant while the women are an accessory. What we lack is awareness. The media’s perspectives influence consumers. Thus the media and advertisements should take responsibility to improve society since media surrounds people and people listen to them. To live in a society where you are constantly filled with commercialized advertisements of what is “real” destructively misleads people. Advertisements and the media are reflections of what society is. Our truest form of freedom would be if we saw what is real.