Virtual Visual Museum

Morales, Liliana

April 9, 2014

This is an advertisment for sales sun glasses. There is a male and a female wearing glasses to make customers consume Valetinos products.  The male’s body posture is sideways placing his enormous hands on the female’s chin. The women face is slighty shifted downwards. Hence the woman’s body is place slighty behind the man. Most colors within the advertisment bright and contrasting to reinforce the sunglasses and the ideology of men and women. There is a variety of long, short, round, and curvy lines within the advertisement to identify the central focus of the ad. The advetisement is for both the women and men gaze.

            The power of a human body in Valentino’s ad sells further values. It creates an ideology of feminism and masculine and declares how we should be. For instance, in the American culture women should be sensative while men should be tough. In Valentino’s ad the male’s body posture is demanding emphasizing toughness. Yet, the woeman’s body posture and gesture implies senativitivness.

            In addition,  stereotypes of both females and males are form through the body postures of the advertisement. Nevertheless Valentino’s ad sells American cultural values, such as women being weak, sensitive,sexual, and guilty. Usually the women are devalued. In the other hand, men grow up or seen culture as more powerful. Due to Valentino’s  ad the men have control. Therefore the male’s hand is place upon the women’s chin declaring control over the female. Instantly the  women becomes intimidated  from the rigidness of his hand posture. Overall the customer’s consumption is more than ordinary glasses; Valentino also sale ideas of feminism and masculinity.