RESPONSE TO CHANEL ADVERT:

The Chanel advert, featuring Kiera Knightly in a nude stance, ultimately challenges Friedan’s ‘feminine mystique’ theory and the stereotypical view of how women should be. In the advertisement, the idea of a postmodern woman is being visually expressed.

The image, somewhat supports Mulvey’s theory of the ‘male gaze’ as he suggests, the camera is shot from a male viewpoint, lingering and emphasising the female qualities that are associated with sex and their sexuality. In this example, this is partially true as, Kiera Knightly, is displaying her breasts to somewhat support the lingering of the camera on the sexual anatomy, of the women, suggested in Muvely’s theory of the male gaze. For the reason that Kiera is at the forefront of the image, her breasts being the main emphasis and attraction in the image, Muvely’s theory is being strengthened and the idea of the male society being the main audience viewing this is highlighted. However differently the male gaze suggests that the gazer is the only person in power and the person being gazed upon in this case, keira knightly is lacking in power. This image challenges that, as we can see from Keira Knighltys masculine dress code of the suit and braces that she is gaining power and in this case, although highlighted sexually by her breasts and nudity in the image, she is making a conscious choice to undress herself and present herself in the sexual way-she in turn is being presented in.

Due to the costume code, keira knightly’s displaying, the advertisement is supporting most-modern ideas and challenging Friedan’s feminine mystique theory. The post-modern twist comes from the costume code, of a suit and braces being worn, which is associated with male dress-immediately making knightly more powerful, and highly viewed upon. The costume code, of which is being exhibiting further, challenges Friedan’s theory; of which suggests that women in the media are extremely domesticated and are illustrated in a ‘housewife’ stance and setting. The suit and braces, are masculine items of clothing and do not fit the traditional domesticated women image of which Friedan suggests in her theory.

Conclusively, the entire advertisement challanges past theroies and is mainly supportive of post-modern ideas of women becoming more powerful and of a higher status in society generally. Although, sexual uthanisms are made, not only by knighly’s lack of clothing-but also her flirtatious, teaseful facial code and gestures with her hand nearing her mouth, it does not meet the specified points of muvely’s male gaze theory as, it seemingly suggests that knightly has power and is making a conscious decision to undress herself and present herself in that particular stance. Furthermore as she is not domesticated at all, it challenges Friedan’s theory, so ultimately it could be referred to as a post-modern advertisement as the presentation of women in this advertisement show defiance to the traditional role and presentation of women.