That's Hot!

After last class's discussion on visuals and desirable images as talked about in Mulvey's article, I started thinking about the topic a bit more. I remember a few years ago seeing an advertisement for Carl's Jr featuring a sexy Paris Hilton to sell the company's latest burger. The ad features Paris prancing around a hot ride, sexually playing with a hose in her skimpy bikini. What exactly does this have to do with a cheeseburger? The music is "old school" sexy and seductive, and as the "climax" of the commercial arrives, everything gets hotter and louder. Throughout the minute long ad, the audience sees the burger just once. After searching on youtube.com for the ad, I found a more recent Carl's Jr. advertisement using the same technique, only with the one and only Kim Kardashian, except she is in the bedroom, seductively selling a salad for the company. What do these both have in common? These two commercials both use the idea of scopophilia. The idea that the woman is just the object, to play on the man's sexual desires. One reason the woman is used in a narrative is to just basically freeze the script quickly, so we can see her in the man's point of view, seductively moving her body. She is to be used as just a sex symbol, to be looked at as pleasurable for men. Overall these two commercials really sum up the ideas of Mulvey's points, and that woman can be portrayed as just a thing. "Now that's hot!"