This is an advertisement for Guess’s 2019 Fall and Winter Denim Campaign.
Sex Role Perspective
The ad includes a blonde woman and a brunette woman sitting on the side of a boat in Capri Italy. They are wearing matching outfits: a denim jumpsuit, a black belt, and long leather black high heeled boots.
The ad definitely reinforces feminine characteristics.
They are sitting more like a male usually would, but they show feminine touch with the placement of their hands arms. They are perfectly and delicately placed on their legs. They also are sitting with good posture, which is normally a feminine characteristic. The good posture highlights their cleavage in the low cut outfit.
The blonde on the left is staring at the camera in a sultry way with her lips parted, while the brunette on the right is showing withdrawal which invited people to look at her.
Both of the women’s hair is voluminous, sexy, curly, and a bit messy which is very feminine while also looking a bit “wild” which infers a sexual nature.
Gaze Theory
The ad definitely gears toward the male gaze. Using a blonde and a brunette that basically look the same insinuates the stereotypical male fantasy of twins and blondes and brunettes. Also, the women are positioned in a very sexual way. Their bodies are completely opened to view and their breasts are very highlighted. The blonde woman is staring at the camera in sexual way and the brunette woman is looking away from the camera, which invites people to look straight at her (specifically her breasts, as she is leaning forward in a way that makes them the center of attention).
Shared by: Megan Jasen
Image Credit: https://www.dutyfreehunter.com/blog/guess-heads-capri-aw-2019-campaign/