Journalism & Communication
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Chanel and Female Subjugation: The Advertisement for the Sexual Subjugation of Women Name University 3 February 2013 Figure 1: Chanel’s November 2012 Advertisement Sex sells. This is the main reason why many companies use the themes of sex and violence, or both, to advertise their products.


This paper argues that the ad wants to suggest that Chanel, as a brand, is a seductive and sophisticated brand because of its sexual and affluence themes, although it is criticized for suggesting that women are men’s sexual objects. This Chanel advertisement suggests that women can only attain power, if they fully submit to the sexual desires of men. The entire scene of the ad is oriental in look, which uses the theme of Orientalism, where the Oriental is the “Other” that the dominant party uses for their own personal interests. Orientalism includes Asian and Middle Eastern signs and colors. The golden bed, golden bed sheets, and golden wall paper with its Middle-Eastern-looking designs signify Orientalism. They look exotic and different than usual Western designs. Orientalism is about power over what is different. Chanel wants to say that with an Oriental look, it is the one in power. The woman in bondage signifies power even more. She is the “product” that shows that Chanel is a powerful brand. It holds people, as if they are held captive. At the same time, the Oriental look shows sophistication. It suggests mastery over something; in this case, it is mastery over the weaker sex, the woman. ...
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