Blog 7
Let's examine the Moschino ad. Examining the model, she looks ethnic and tribal in her leopard outfit, afro, and dark skin. Traditionally in western black culture, the curly afro and dark skin are not desirable, enforcing the idea that this black woman is exotic and forgein. I feel this accentuates how 'unamerican' the black woman is, though most black americans ancestors have inhabited the united states longer than some of its white citizens, like my family. Though not discussed in class, this ideology is from historical context of the 1900's that nonwhite is nonamerican. Another ideology expressed here the dualism that portrays all black women as animalistic, enforced by her leopard attire. Her pinned down position even hints to the perceived immobility of black women today. Her painfully thine frame is the work of an ideology that praises the thin woman, speaking to every woman of how thin she ought to be, especially the white woman. Side note: Some of the bloggers felt a black model was chosen to portray a brand who's logo is cheap and chic, but in my opinion, Moschino is still no bargain. A black model was chosen to target lower socio enconomic groups in any way I feel. Many high fashion labels use black women on the run way or in high fashion ads.
The second is obvious. As a successful male you ought to have a cute perky wife who strives to please you and you ought to be able to provide her with everything she needs, or so these ideological messages tell us. Its a direct reflection of capitalistic ideals. Even look at the body language, the wife is clinging to the man's shoulder, enforcing the idea that he supports her. Personally, I feel this ad speaks directly to a male audience with the slogan "I'm giving my wife a kenwood chef!"