Adverts by Sex

‘Baudrillard distinguishes ads by sex – ads for men emphasize particularity, informed choice, flattering us by suggesting we meet the challenge offered by choices; ads for women emphasize self-indulgence and narcissistic concern for one’s security. Women gratify themselves however only to streamline their entrance into the male world of fetishized choices. They consume themselves in self-indulgence, thus reifying themselves, becoming object among objects offered for the male choice meant to flatter the connoisseur in him. Women ultimate experience satisfaction by proxy, by being chosen, as the self-indulgence is not satisfaction, but merely preparation for the being chosen, which will provide the fulfillment. The feminine model is extending itself over all of consumer society, B. claims, but his explanation is unclear.’

Adverts and consumerism for woman is ultimately for the deep desire to be chosen, selected. Buying objects makes them objects to the gaze. According to Baudrillard.




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