Objectification of Women in Fashion and Advertising Photography

Abstract

This work is an attempt to investigate the shift that is happening amongst trends in representation of women in fashion and advertising photography. The research is particularly focusing on the concept of sexual objectification with examining it through two of its components: ‘male gaze’ perspective (referencing Laura Mulvey) and fetishism (referencing Sigmund Freud, Diana Fuss). It also aims to study the works of photographers such as Helmut Newton, Guy Bourdin, Ellen von Unwerth and others in comparison with younger generation of photographers who are currently setting the direction and making changes in the industry (Carlota Guerrero, Harley Weir, Ronan McKenzie) Even though the main emphasis of the thesis is on the fashion industry: trends and strategies used in creation of visual communication, it will also explore its impact on the consumer. How differently men and women consume advertising and fashion imagery and, most importantly, what effects it has on women’s mental health and their social life.