Femininity

Source: http://dianenoorlander.blogspot.com/2011/04/beautiful-campaigns.html

          The advertisement above is a visual representation of the feminine ideologies that have been established in our society. The model's pose demonstrates both the ideal physical characteristics of a woman, and the supposedly natural character traits. In American culture, women are portrayed as delicate, slender, passive individuals that are sexually appealing. Women that do not meet these idealized images of feminity are rarely portrayed in a positive light by the media.          
          Society is taught to expect certain traits from feminine figures. In the image above, the model has a slim body, large breasts, and unblemished skin. Because this woman is put on a pedestal and shown to the world as beautiful, the image is telling viewers that this is what they should imagine when they consider feminine beauty. Many people often argue that this portrayal of women is damaging for young girls' self-esteem as it creates an unrealistic idea of what is beautiful, one that cannot truly be achieved. This concept was discussed in Jennifer Terry and Jacqueline Urla's article, “The Anthropeometry of Barbie”. In the text, the authors discuss Barbie's role in creating a stadard image of beauty. They state that, “over the years [Barbie's] wasp-waisted body has evoked a steady stream of critique for having a negative impact on little girl's self-esteem” (300). While there is much debate about whether or not Barbie has harmed or promoted self confidence in young girls when it comes to their body, there is no doubt that she perpetuates the same ideals as is seen in the image above.          
          The advertisement is also a visual representation of the feminine persona. Because the model is laying down with her fingers near her mouth, she is exhibiting vulnerability. She is not about to challenge anyone or anything, instead she will wait for the masculine figure to protect her. The woman is not imposing or challenging the viewer, instead she is available for the viewer's gaze. These characteristics carry over into real life to create an ideological understanding of femininity.  If a woman does not act in this manner, for example, if she is to display a more dominant attitude she is often looked upon negatively and deemed a “bitch”.          
          Finally, the woman is sexually appealing. She is dressed in revealing clothes and invites the sexual gaze. She does, however, refrain from exhibiting any overt sexual desires.  For, if the woman were to exhibit any of her own desires for sex, she would be challenging society's standards pertaining to women and sex.  She would be deemed a "slut" or a "whore" for expressing her desires.          
          Our society has a very firm understanding of what it means to be feminine and masculine.  In images such as the one above, these ideologies are often highlighted and further perpetuated.  The feminine individual is meant to be delicate and subordinate, she requires the protection of a male figure.  Because this understanding of femininity can be damaging to women's understanding of their bodies and themselves, many advertisements or dolls (such as Barbie) are criticized.  In a culture that is just beginning to accept and promote feminism, people argue that our society should promote acceptance of diversity when it comes to the feminine body and that there needs to be greater promotion of independent female figures. 

Reading: 

Urla, Jacqueline, and Alan C. Swedlund 1995. The Anthropometry of California Press.