Post an advertisement for a fashion brand and explain how gender is portrayed through the clothing, models, etc. Does the advertisement reinforce traditional gender norms, or does it subvert (go against) them? Include one quote from Fashion and Cultural Studies to support your answer.
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Tom ford, the American designer hit the headlines again with his spring 2003 advertising campaign for Gucci. This is one of the most controversy advertising which pictured with the iconic Gucci emblem shaved into her pubic hair. By showing pictures, which has strong sexual connotation, caused it became prohibited as it’s an insulting sign to woman. Being controversy is always a wise way for an advertisement. It helps to increase the argument and push the topic to public. Selling sex became more frequent and popular in fashion industry after this Gucci 2003 spring advertising success. And showing naked body and give sexual connotation became the symbol of designer Tom Ford.
By considering how gender portrayed through this photo. I believe the advertisement reinforce the norm of gender. “While gender is a social, psychological, and cultural construct, our reason to polarize gender is influenced by sex, that is, the biological dichotomy of male and female. The biological continuum of genes, chromosomes, hormones, and reproductive physiology helps produce a script for appearing and behaving male and female. ” The message that shot want to show audiences is the desire brought by Gucci is just like sex. There is a clear cut between two characters in this photo. The gesture and the letter ”G” enlarge the difference of gender.
