The Unfair Double Standard

I think that there is a double standard because of culture and the way the art and images are classified.  In Chapter 3 of Practices in Looking, the book stated that most art was created to satisfy male viewers.  This meant that women were the objects of those males’ gazes and enjoyment.  That principle still applies to many advertisements today (enjoyment for males by using women as “objects”).

The main reason that the double standard exists is because of the idea of culture—or more specifically, high culture.  People have determined that the pieces of fine art that feature nude women are classical pieces of art.  Those with the potential to determine what fine art is usually have money, art education, or some type of power or influence (ex. fame).  Nowadays, the women in the paintings are not really seen as “beautiful” because our opinions of beauty have changed, so I think that is one reason that women in fine art are seen as classier or are more revered.  Those women are no longer the object of men’s sexual desires…the women in advertisements take care of that.

Women in current advertisements can seem slutty or like they are putting themselves on display for sexual reasons.  Many advertisements feature women wearing very little clothing, and this is to benefit the male population in more than one way.  Men can get enjoyment from looking at the scantily clad models in a Victoria’s Secret magazine, and he also benefits from his wife buying clothing from Victoria’s Secret because she wants to look like the models in the magazine and please her husband with her “sex appeal”.  The model in the advertisement below is seductively looking at the viewer, but her gaze suggests she is looking at a male.  She is aware that men are looking—possibly for sexual reasons, but I think she knows women envy her and want to look like her. 

This would have been similar to the fine paintings from centuries ago except for one main difference.  Advertisements are mass produced.  Everyone can see them; everyone has access to them.  It is possible for many people—including “lower culture” people—to obtain an advertisement and enjoys its benefits.  The accessibility of advertising cheapens or devalues the work, and in turn, makes the women in the advertisements less cultured.  There is only one true copy of La Grande Odalisque, so that adds to the value and mystique surrounding the woman and the featured work.

I find the double standard to be unfair.  For example, the women pictured in Victoria’s Secret catalogs are beautiful.  They are probably well paid and treated with respect in their work environment.  I think part of the double standard is a result of cheap porn and advertising that the masses do not necessarily all see, but they are aware of.  The women who model for legitimate reasons and for a respectable company or organization in no way deserve a bad reputation.  

*And just so you know, I do not find the women in Victoria’s Secret ads to be skanky or degraded in any way.  I think that most of the women are very beautiful (probably why they are in the advertisements!), but I feel like men may tend to objectify them.  That is why I used Victoria’s Secret as an example.  I wanted to make sure you knew that since you said your sister-in-law is a model for Victoria’s Secret.