I was literally frightened when I saw this! This is Project Runway we're talking about here, not a sadomasochistic porn site. If you're unfamiliar with the show, model Heidi Klum is its host and figurehead. In this picture, she is lying on a bed of scissors while holding two open scissors in her hand. It looks as if she's about to be cut, like the photo's heading suggests. This picture could have potentially negative consequences for those who view it. Klum's nearly-naked, vulnerable-looking body is being paired with sharp scissors. In other words, violence and sexualization are being combined, which equates to sadomasochism. Is it just me, or do other people find this advertisement equally horrifying?
This ad is consistent with the finding that female models are often nude and in sexually explicit and submissive postures (Ward, 2003).
I definitely agree with you, Mary, that this advertisement is very horrifying. I have never seen a full episode of the show, and if I hadn't, I would most likely thought it was anything but a reality show about fashion designing. I definitely liked your comparison about violence and sexualization both being displayed, which in result equates to "sadomasochism". While agree with this ad being consistent with Ward's findings, I also felt as though it relates back to Kim et al.'s (2007) feminine courtship strategies in "From Sex to Sexuality". It states that, "women can/do/should objectify themselves." Relating this strategy to this ad, I feel as though they present this image to, in result, grasps viewers attention (including a male audience). This may be a risky comparison, but the first thing that came to mind when I saw the ad was how far television will go to increase their viewers by simply sexually objectifying women.
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