The simulated (fictitious) body: The production of women's images in fashion photography

Abstract

In order to understand the reasons behind the use of highly stereotypical and demeaning images of women that typically appear in fashion advertisements, the author studied the production of fashion images in advertising campaigns by two Italian fashion companies in Milan. The study showed that aesthetic standards and contemporary artistic styles were major influences on the creators of these images. The staff of one of the companies was very sensitive to the potential influence of their images on the public; for the most part, the women in their photographs resembled normal women. The staff of the second company was not attempting to portray the real world of consumers and did not perceive themselves as having any influence on the consumer's image of herself. In their objectification of women, their images exemplified the concept of the male gaze. A sample of women in different age groups was interviewed regarding their responses to these photographs. They perceived the images of the first company as being respectful of women's roles. Their reactions to the more stereotypical images produced by the second company were highly negative.