In the above advert you see how Calvin Klein has represented the female form. The have shown them both sexually empowered and at the same time they are objectified. They have done this in many ways.
Firstly to show the woman is sexually empowered they have given her a strong and powerful stance, legs apart and hands on hips. This is viewed as quite a masculine stance due to it being easier and more comfortable for men. The legs apart show a steady stance and show that she doesn’t need any kind of support. In the image she isn’t hunched over and is in quite a dominant pose showing attitude and power. She is also wearing a plain black bra, because it is plain and slimming but at the same time stylish and sexy. The hands on hips automatically directs the audiences gaze to a specific region, they are essentially pointing to where they want you to look. The woman is also objectified by oiling up her body, showing a light shimmer of light. This makes you think that she’s just got out of the shower, instantly putting images into the viewers head. It also gives the impression that it’s the evening and she could be going out on the town or for a date with someone from the opposite sex. Giving the impression that she is attractive to the opposite sex. She’s also shown wearing high heals to make her look taller and make her legs look thinner.
Another thing that makes her sexually empowered is the fact that a low angle shot has been used to give the impression of looking up to her, again giving her a dominant position over the viewer. Even the placement of the ‘Kalvin Klein’ writing draws attention to the underwear by placing it near the suspenders, drawing the male’s gaze to the suspenders then up to the underwear. The suspenders are used to make her look more sexy and attractive, whilst there is no wedding ring to show that she could be single and provoke the male imagination. However this is still kept as tasteful sexiness and not slutty to show that she is still proper.
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