contextual studies. the gaze

Louis Vuitton Advert



http://fabsugar.com/1699400


Starring Francis Ford Coppola and Sofia Coppola out in the 'wilderness'. Suggestive that Francis is in a dominant position and Sofia in the submissive, should that be portrayed as so? Sofia is as well respected in her field as her father. Sofia is there as the eye candy where as her father is there more in a narrative role, suggesting this is an advert with the male viewer in mind? Sofia has her leg skewed could be seen to portray her as seductive.

How I see it:

The Coppola Father and daughter relaxing. They suggest heritage, class, stature. He is on a chair because he is OLD. Not because he is dominant. She is on the floor because that is her relaxed. That's where I know I would be. Yes, he is showing narrative and she is being passive, listening. But that portrays respect, (which is to do with age, not gender) and as this advert is amongst a series all running with the theme 'core values' I would say they have it pretty on the money. Her knee is skewed purely as visual trickery to steer your eye towards the bag that is being sold (duh).

Goldfinger: no content for the female viewer as the only women were passive, and the male characters narrative was driven to the male audience. Erm.... Am I not allowed to enjoy Sean Connery being all 'manly'? (Mmmmmmmm) why should it be only the boys that enjoy that? and while we're at it, am I not allowed to enjoy the female form in all her golden glory too? I may have no interest in kissing a girl, but I think I am quite entitled to enjoy viewing her aesthetics along with the boys.