The television series Mad
Man showed different diversity pertaining to women when it comes to the
roll of Contemporary Advertisement. According to the show all the women seemed
to have that everyday dressed up wife. The wife that would be the “stay home wife”.
When the husbands would go home, their wives would have a meal waiting for
them. The ladies knew that if they didn’t keep things spicy with their working
husbands, they would take their “loving” elsewhere, so the ladies knew what do
to keep their business men happy. The women would make sure they look their best
at all times in and outside of home, especially when it comes to the working/business
part of the day. “When people talk about advertising's
sexist past—starring happy housewives who can't drive cars but can really push
a vacuum cleaner—the caveat tends to be: But look how far we've come today!
Times sure have changed!” –Laura Stampler.
In this Dolce and Gabbana Contemporary Advertisement I feel
as if the lady in this ad is drawing the men into her with her sex appeal.
“The
young, heterosexually desiring ‘midriff’,
the vengeful women set on punishing her partner or ex-partner for his
transgressions and the ‘host lesbian’, almost always entwined with her beautiful
other or double.” -Rosilin Gill. She
is also being viewed as just an object of affection for the men standing around
her. This woman does not appear to be in any real danger nor does she look
frightened what-so-ever indicating that she is more than comfortable with her
current situation. In the show there are also women who appear to be in
questionable situations and yet appear to be completely enjoying themselves and
not feeling objectified at all. “The article emphasizes the
construction of women in new media and the modern idea that females are more
than just “objects of the male gaze” -Rosilin Gill.
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