Black vs. White: The Portrayal of Women in Advertisements
In many advertisements black women are portrayed differently from white women. Black models are often shown as animals, caged beings, or women who are being controlled in one way or another.
In this Moschino ad the model is portrayed as being pinned to the wall behind her in a helpless and sexual position. The look on her face is one of fear and loneliness. Additionally, the microphone and shadow on the wall tell the viewer that this woman is on stage as a display or show for others. The outfit the model is dressed in is sexual and animal print. This print further shows that the model is impersonating an animal. Finally, the catch line at the bottom of the advertisement reads "Cheap and Chic." While this line may be explain that the outfit is chic and inexpensive, there is an underlying tone that is telling the reader that the black woman can be dressed in a chic fashion, but will always be cheap.
Black women are portrayed as animals
This message is shown again in the Diesel advertisement. In this advertisement, the black woman is shown lying on a zebra print comforter in a sexual position wearing only a black bra, jeans, and a pair of black shoes. The woman's face is emotionless but gives an undertone of disapproval and fear. The position of the woman's hands and legs along with her unbuttoned jeans tell the viewer that this model is to be viewed as a sexual object rather than a person. Additionally, the catch line reads "How to control wild animals," telling the reader that not only is this model to be viewed upon as on object, but she is to be seen as an animal and nothing more. Advertisements like this portray black women as ravage, defenseless, and useless animals.
White women are portrayed as sexy and fun.
White women, on the other hand, are often portrayed as innocent or sexual partners rather than as objects or animals. In this Victoria's Secret advertisement, both white women are dressed in matching black bras and black panties. While these women are still sexualized, as are the black women, the white women are portrayed as happy rather than sad, fearful, or emotionless. This image is portrayed through the smiles on each of the model's faces, the hair being blown in the wind, but more likely by a fan at the photo shoot, the bags in their hands, and the playful positions of their bodies.
Additionally, in the JcPenney video advertisement, the model is portrayed as confident, powerful, and sexy. While the entire advertisement is based around the sexualization of the woman pictured, this women is shown to be in control and powerful rather than fearful and weak. In the video, dozens of men are chasing her and beating each other up to talk to the woman. Even though the video never shows which guy gets the girl, it is clear that the "manliest" man will win her. Also, at the end of the video JcPenney is claiming that in order to be this women you must wear their clothes. However, if this advertisement was focused around a black women it would more likely involve the women being treated like an animal rather than an object of affection.
Black vs. White: The Portrayal of Women in Advertisements
In many advertisements black women are portrayed differently from white women. Black models are often shown as animals, caged beings, or women who are being controlled in one way or another.
In this Moschino ad the model is portrayed as being pinned to the wall behind her in a helpless and sexual position. The look on her face is one of fear and loneliness. Additionally, the microphone and shadow on the wall tell the viewer that this woman is on stage as a display or show for others. The outfit the model is dressed in is sexual and animal print. This print further shows that the model is impersonating an animal. Finally, the catch line at the bottom of the advertisement reads "Cheap and Chic." While this line may be explain that the outfit is chic and inexpensive, there is an underlying tone that is telling the reader that the black woman can be dressed in a chic fashion, but will always be cheap.
Additionally, in the JcPenney video advertisement, the model is portrayed as confident, powerful, and sexy. While the entire advertisement is based around the sexualization of the woman pictured, this women is shown to be in control and powerful rather than fearful and weak. In the video, dozens of men are chasing her and beating each other up to talk to the woman. Even though the video never shows which guy gets the girl, it is clear that the "manliest" man will win her. Also, at the end of the video JcPenney is claiming that in order to be this women you must wear their clothes. However, if this advertisement was focused around a black women it would more likely involve the women being treated like an animal rather than an object of affection.