How does Calvin Klein represent females in the advert? Are they objectified or sexually empowered?

How does Calvin Klein represent females in the below advert?

The advert above represent s the females as being objectified and sexually empowered, but on the other hand she is a role model for women and makes them look and feel better. The pose appeals to both males and females who look at it. There are many reasons why it will appeal to men; one is that they would like their wives/ girlfriends to look like the woman above. They think that if they buy the underwear for their female friends then they will look like Eva Mendes. This advert appeals to men because they like to look at the model and think their wife will look like this. She has been oiled up, but looks as if she has just came out the shower and is ready to go on a night out. Suspenders also appeal to the male audience as the item of clothing itself is an enjoyable sight for the male gaze. There is no ring on her fingers, this shows that she is single and available. Many women will think that Mendes has been objectified and ‘put down’. The reason for this is that they will see men ‘gauping’ at the picture and feel as if all men want all women to look like this. They have a right to think this but Mendes is proving that she is in control and she wants the attention of both men and women. Her head is tilted back so it makes her look venerable and innocent; she is portraying herself in many different ways. The way she is positioned is showing off her undergarments, her hands are pointing towards her ‘knickers’ this appeals to the men, and women get a good picture of what the item of clothing looks like.

The first impressions of this photo are that it makes women out to be sex objects, but if you look deeper you can find reasons for it appealing to women. She has a very powerful and manly stance about her, she has been positioned like this so that women don’t just feel hard done to and that every woman doesn’t look like Eva Mendes. The advert had the same effect on women as it does men, women think ‘I could look like this as well’, they might aspire to look like Mendes. Seeing men look at this advert and ‘drooling’ over Eva Mendes might be make the women feel that they have to look like the to gain a mans full attention.

Overall Calvin Klein has marketed this is briefs very well here; by positioning the woman in such a way that it appals to both sexes is very clever. Personally I think that the picture mainly appeals to men, but it puts forward the idea that a woman can be shown just in her underwear without people complaining and saying that she is ‘easy’. It gives out the impression that women are just as independent as men and can dress how they like and shouldn’t care about what kind of attention they will draw.