The document discusses the objectification of women in fashion photography and advertising, noting the troubling trend of using sexualized imagery to sell goods and services. It highlights the historical increase in the sexualization of women and critiques the portrayal of women as passive and fetishized objects. Many references and case studies are provided, indicating a shift towards controversial and degrading representations in modern marketing.

1. Project Manager – Maria Price
Researcher - Amy Rees
Content Creator – Rachael Langley
P & D – Debby Coleman
Narration – Lucy Wiseman

2. ‘The main objective of fashion
photography and advertising
is to persuade the consumer
to buy goods and serivces
…’
‘So why is it that a
pornographic style has
been adopted by major
brands
…’

3. “Not engaged in
any kind of
productive
labour”

4. “Women’s passivity and silence is
sexualised, stylised and highly
saleable”

5. “89% more likely to be
sexualised and even ‘pornified’
in the 2000’s than in the 1960”

6. “Fashion items as objects
create or express
consumers’ identity
“She is viewed primarily
…’”
as a“Offended the dignity of
physical object of
male desire.”
the women, in the sense
that the feminine figure
is shown in a degrading
manner”

7. “Illustrating fashion’s
fetishisation of the
female corpse”
“Boost a waning
audience or build a
new one”

8. ‘FEMEN’
“We live in the world of male
economic, cultural and
“Use their bodies to
ideological occupation. In this
protest for women’s rights
world, a women is a slave, she
…”
is stripped of the right to any
property but above all she is
stripped of ownership of her
own body
…”

9. “Whether the aesthetics of porn are adopted
by fashion photographers to try and create
a vulnerable woman character whom their
female audience will identify with, or
whether it is to cause controversy to give
the brand more exposure than they might
otherwise get, it is clear that this use of
highly sexualised imagery contributes to the
continuing objectification of women.”

10. Bibliography

Attwood, F, 2005. Fashion and Passion: Marketing sex to women. Sexualities, 1, 393-404.

Bartky, 1990. Femininity and Domination: Studies in the Phenomenology of Oppression , Routledge: London

Burns, B. 2013, Miley Cyrus in Wrecking Ball Video, Best News Today [online] available from

http://bestnewstoday.com/miley-cyrus-music-video-stills-riding-the-wrecking-ball/ [accessed 4.2.2014]

Cochrane, K. 2014, Female Corpse Fashion Advertising Trend, The Guardian [online] available from
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http://www.theguardian.com/lifeandstyle/womens-blog/2014/jan/09/female-corpses-fashion-trend-marc-jacobs-mileycyrus [accessed 21.1.2014]
Dolce & Gabbana. 2007, Gang Rape Advert, News.com.au [online] available from
http://www.news.com.au/national/gang-rape-dolce-and-gabbana-advert-banned/story-e6frfkp91111113111890 [accessed 21.1.2014]
Fabian, S. 2009, America’s Next Top Model Cycle 12, Examiner [online] available from
http://www.examiner.com/article/top-five-favorite-moments-from-america-s-next-top-model-cycle-12
[accessed 4.2.2014]
Femen. 2013, Paris Fashion Week Catwalk Protest, Femen [online] available from
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January 14].
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GQ Magazine. 2010, Rihanna Nude Front Cover, GQ Magazine [online] available from
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Ingram, N. 2013, Women’s Suffrage, Washington County Commission for Women [online] available
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Thank You.