"Objectification"

This report offered a critical exploration of objectification and gender representation in fashion fragrance campaigns, using Dior Addict and Marc Jacobs Bang as case studies. The project aimed to unpack how fashion brands use the body, gaze, and visual codes to construct seductive narratives rooted in power, desire, and hyper-gendered ideals.

I selected Dior Addict for its overt portrayal of female sensuality, where the campaign’s glossy, high-femme aesthetic positions the woman as both an object of desire and a symbol of unattainable glamour. In contrast, Marc Jacobs Bang uses the male body in a hypersexualised yet ironic way, pushing boundaries around male objectification while still relying on dominant ideas of masculine power and confidence. Both campaigns use the body as a key communicative tool, inviting deeper discussion on agency, visual control, and the performative nature of advertising.

Through visual analysis, advertising theory, and gender critique, the report dissected how these campaigns operate on both commercial and cultural levels. I explored ideas such as the male gaze, object/subject positioning, and symbolic power, while also considering how fragrance advertising relies on coded visual language to appeal to aspirational ideals. My research drew from both academic texts and contemporary cultural references, blending theory with a fashion-focused lens.

This project strengthened my ability to critically engage with media, question visual norms, and reflect on the ethical and aesthetic decisions behind campaign imagery. It also reinforced the importance of analysing fashion not just as a visual form, but as a vehicle for cultural messaging and consumer influence.