Exploring feminist views on advertising and how women have been represented through advertising, this for me is a hugely important aspect as within western culture women are represented the same throughout advertising. Having looked at a variety of artists from different artistic backgrounds, such as Marina Abramovic as her work is performance; I wanted to try and bring an interactive element to my work bringing the ‘consumer’ in as part of my audience. Sarah Lucas is a hugely important figure of reference for me, as her work covers a lot of issues that affect particular women in the media and certain kinds female representation. Looking at advertisements on a regular basis to see if there are any similarities between brands and the way they represent themselves from main stream media, such as television and printed media.
Alongside this is the argument against the main stream looking at advertising and sexual representation, how men and women are both shown explicitly .Historically and currently women have been represented generically, either as a mother, a whore or a virgin. Sex is often used in the advertising industry to sell products; my focus has been with the high end brands. The focus has been in the imbalance between the advertisements promoting high expectation for instance Charlize Theron in J’adore by Dior, once wearing the J’adore perfume it will transform you into something/someone else, and the reality of the product there is no physical change to the person wearing this product. Fundamental to my research has also been how our societies (men and women) views are controlled by the power of the (masculine) printed or digital media.