Analysis Of Eva Mendes.

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

This picture is obviously meant to catch the eyes of the male gender. However, the way Eva Mendes is stood she looks powerful and stable so this picture also appeals to women. In the image she is stood with legs apart which backs up my point about how it would appeal to women, it could give them the idea that if they brought this underwear it would make them superior to men. Also if you look at where the shot is taken from its from a low angle, this makes Eva look more powerful but still in a way that men will find attractive. She has her hands on her hip, this to me either tells me shes cross (which i don't think is the case) or she has a bit of attitude. However it could also follow on from the point that she is stood in a powerful stance. Eva's hair is damp which you would think she has just had a shower; the majority of women have showers at night or in the morning. Looking at Eva it looks like she is ready to go out, she has high heels on, this is not morning behaviour. For single women they could aspire to Eva because she is not married (No wedding ring) yet she could appear to be going out with her friends, out on a date, out of a meal, which can teach single women never to give up on going out or getting dates and even maybe you don’t need a partner to be happy seems as Eva on this picture is showing teeth which either means she looks aggressive or happy (Chocolate Box). Males opinion on this picture of Eva i think will be slightly different. The males would think about buying the underwear for there partner for the hopes that they will look like Eva when they wear it. Also the picture draws attention to the pants by the hands pointing in the direction of the pants, they made the bra plain so it doesn't take the attention of the product that Calvin Klein is trying to sell. They have put suspenders of Eva this does not come with the project they used it because it then makes it more appealing to the male gender because it shows a more sexy Eva, in comparison to a more aggressive, dominant Eva.

In conclusion i do think this would appeal more to men, the way Eva stands could be looked at by both women and men in their own ways but i do think it appeals more to men. She does look like she is being used as an object more than a role model in my opinion. To me it looks like the picture is meant to get the Males attention even before they know what product they are looking at. It is a good use of the "Male Gaze" by Calvin Klein.