In class we have been talking about how hegemony and framing of advertisements can shape peoples minds around the ideals of those in charge of the giant media corporations. One of the topics that has been presented the most is about how many companies are objectifying women to sell products. Is the problem truly the hegemony of the "ruling class" or have societal ideals become to easily offended because of the perpetuation of the idea that all men care about is making women seem like objects?
In this ad a scantly clad Eva Mendez rolls around to promote Calvin Klein's Secret Obsession fragrance. It has been banned from television in the United States because it was deemed to racy by the FCC. Now, was that necessary? Take a look for yourself...
Eva Mendes- Secret Obsession Banned Commercial
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Maybe it was a little too "exposed" but is this really a problem of objectifying women? Even the subject of the commercial, Eva Mendez feels that this was a good statement to girls. She was quoted saying, "To me, Calvin Klein has always represented sexiness and a freedom to express yourself. That was especially important for me, because I felt very awkward during my teen years. When I was approached by Calvin Klein, I thought that it would be so satisfying for me to be part of a campaign where I could show women and girls that it’s okay to be different." (trendhunter.com) She doesn't think she's only showing girls to be sex objects, she advocates freedom to express herself. I believe in this case she may be right. The hegemony is, apparently , not trying to objectify women but promote beliefs that women can indeed express themselves and don't have to be controlled by anyone. I believe that it is the easily offended nature of society that aids in continuing the idea that companies are poorly influencing girls and is not necessarily the fault of mass media framing.
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