Tom Ford Sex Ads Analysis

Even though advertisements can advertise new products, sex-appeal strategies attract customers in ways where the media exploits and objectifies women and gives women unrealistic looks of what beauty is. Like the renowned fashion designer Tom Ford, known for his variety of fashion styles and collections, he is a great example to consider when taking a look at gender representation. In one of his particular advertisements for a 2012 fall collection, it 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 ” (Fowles 75). Fowles quote applies to Tom Ford’s 2012 advertisement. Ford’s advertisements, portray women as sex icons. Meanwhile men are always the dominant ones. Men have to have a masculine identity while woman 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 has steered his fashion from perfumes to makeup to clothes for celebrities. Since he is one of the biggest faces in advertising he influences young and old audiences. Typically younger people are at more risk since they are the one likely to buy these types of magazine and follow the advertising ideals. These types of advertisements persuade people that they will look good, but also to reinforce that they will get attention depending on what occasion it advertises. So what can society do? How can discrimination of women not be an issue in advertising?

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 do anything to try to prevent this, men and women are targeted and advertising cannot go away. Advertising is the biggest way to sell products to consumers and appeal to various crowds. The fact that we have advertising is one thing. On the other hand, it would be one thing if the type of imagery that advertisements depict is regulated because most of these advertisements are on the border line of pornography.