Judith Butler's theory suggests that gender is performative rather than determined by sex assigned at birth. While feminism rejected biological determinism of gender roles, it risked replacing that with a view of fixed masculine and feminine identities built on male and female bodies. This limits choice and difference. The documents discuss applying this theory to argue that clothing, not biology, sexualizes women's bodies by implying what is underneath and allowing the male gaze. Magazines are also examined for how they discuss sexuality differently for male and female audiences.

2. WINSHIP
Janice Winship has been an extremely influential theorist. The gaze between
cover model and women readers marks the complicity between women
seeing themselves in the image masculine culture has defined .
She states the females are complicit when creating a version of herself which
she thinks is ideal for the male audience because of the gratifications she will
receive.
We will apply this to out advert because our model and customers are
choosing the clothes themselves and making the men look at them because
of the clothes they are wearing. Our clothes will make them feel sexy and
supported by the men's passive take on looking at them.

3. MULVEY
Laura Mulvey argues that the dominant point of view is masculine. The
female body is displayed for the male gaze in order to provide erotic pleasure
for the male. Women are objectified by the camera lens and whatever gender
the spectator/audience is positioned to accept the masculine POV.
She sates that women are objectified and are always viewed through the
male gaze. The male will be seen as active and them looking at the women
as a passive active. We will apply this to our production because in our
adverts the males will watch them to see the women in their male gaze,
whereas the women will watch it to see the clothes.

4. GAUNTLETT
Gauntlett states that women are in control of their sexuality and control what
men think of them. Women are in power here and we want this to come
through our adverts. This will be done and shown b then models powerful
stance in her clothes. We can apply this theory t our adverts as we want
women to feel empowered in their bodies and clothing, and as a brand we
want women to think this when buying our clothes.

9. JUDITH BUTLERS THEORY
Judith butler suggests that we are all born a gender , however gender is
performative. We can all be born a sex but what defines your gender is the
way you perform. And example of this is that you can change your gender by
putting on a dress.
Butler argued that feminism had made a mistake by trying to assert that
'women' were a group with common characteristics and interests. Butler
notes that feminists rejected the idea that biology is destiny, but then
developed an account of patriarchal culture which assumed that masculine
and feminine genders would inevitably be built, by culture, upon 'male' and
'female' bodies, making the same destiny just as inescapable. That argument
allows no room for choice, difference or resistance.

14. • As part of the striptease culture as well as to the increasingly frequent erotic
presentation for girls, women's and men bodies in public spaces. And in the
news and media all women’s bodies are available to be coded sexually.
Whether they are politician, foreign correspondents or serious news
anchors. With this theory it’s the clothes which sexualise the female body
and they imply what is underneath, for example a bodycon dress reveals
the body with clothes allowing men to guess what it looks like.
• In lad mags sec is discussed through a vocabulary of youthful,
unselfconscious pleasure-seeking. Whilst in magazines targeted at teenage
girls and young women it is constructed as something requiring constant
attention, discipline, self surveillance and emotional labour.
• The lads mags are emblematic of the blurring of the boundaries between
pornography and other genres that has occurred in the last decade.
Sexualisation