"More Human than Human?"
When looking at Scarlett Johansson in the Louis Vuitton advertising campaign for the Spring/Summer collection of 2007, I could not help but notice the exaggeration of her features, making her more desirable to the viewer of the ad, which ultimately ends in the purchase of a Louis Vuitton product.
Extension of the legs and arms create the look of a lean tall body. Slim legs and elegantly posed arms are desirable to any human. In picture above and below, she (Scarlett) is wearing 1950's lingerie that accentuates her breasts and the curves of her body. Some may say that there is an attempt to pose the models figure to look like a 'Venus'- an idealistic portrayal of the female figure. Not necessarily realistic. Which gives a look of perfection, something the Louis Vuitton franchise would definately want when trying to market their product.
The cultural values that have been expressed in these pictures show a woman in her lingerie posing for public display. Usually this is deemed as politically and culturally incorrect throughout all cultures of the world. Just like it would be if a woman walked down the road in her bra and underwear. It is just really not right. However in today's society and the many diverse cultures we have here in this world, advertising can push the boundaries of many cultural values .
Joquain Alberto Vargas y Chávaz or Alberto Vargas as many know him, was a Peruian born artist, who studied Art in Europe prior to WWI before moving to the United States in 1916.
His work was usually a combination of Airbrush and Watercolours. His artwork was typically of, near-nude, elegantly dressed woman. Idealistic figures, with slim toes and fingernails, often painted red.
Albertos artwork of Pin-up girls, and erotic scenes were more directed to the male audience, in contrast with Louis Vuittons campaign being directed to women.
Is it possible that women in lingerie have always been accepted or was Alberto Vargas pushing the boundries some 70 years ago?
Exaggeration:
Describing of something and making it more than it really is.
Why do humans feel the need to make something as beautiful as the human body so perfect its imperfect?
....
Are we as humans, really that shallow?
Hi Emma
ReplyDeleteA thoughtful entry. You might want to look at the work of Alberto Varga who was producing lingerie images in the 1940s. I think you will find a very direct relationship to louis Vuitton images you have selected. This brings a nostalgia element to the discussion and raises the question of whether the Scarlett Johansson images point to the ongoing appeal of this body type. The curious thing is that Vargas' images were directed at men where as the Louis Vuitton image is directed at women, or perhaps men who will then by their women a handbag. cheers grant