The Images and Representations Approach

The images and representation approach to the feminist theory discussed by Rakow concentrates on the characteristics of women's images in popular culture. Rakow discusses the devotion of feminists study to images of women considering the change throughout the years of the image of women in media. Freidan discusses the image of women post -World War II and how different it had become. The media then more objectified women as a typical house wife. Rakow states that the work in this area has sought answers to several related questions:

1. What kind of images are present and what do those images reveal about women's position in the culture?

2. Whose images are they and whom do they serve?

3. What are the consequences of those images?

4. How do such images have meaning?

I chose to examine an advertisement I see on TV almost every time I am watching; the Dolce and Gabanna Light Blue ad. As seen in the video, the advertisement shows a barely clothed women and man. Approaching this image for the four general questions, the image of the barely clothed women reveals an objectified view of women and that it is typically a males image of a women and serves to appeal to an audience of men. The consequence of this image, in my opinion, is forming girls to believe that if they look similar to the girl in the ad, having a good physique, blonde hair, pretty face, etc., they will achieve an ideal man, such as the one in the advertisement. This image had the meaning of putting this impression of girls that view this advertisement, and may not be healthy for their body image, portraying this as an ideal woman.

This approach may allow one to evaluate this ad from a more critical standpoint. From this images and representation approach, the ad seems to be somewhat objectifying the woman. Viewing this advertisement from the point of view of the uneducated consumer, this advertisement just seems to e one with two attractive people making seem that if your wear this fragrance, you will look like this and get girls that look like this.