Using two advertisements from contemporary visual culture, discuss the exchange value associated with the commodity signs featured in them. How do these advertisements attract the "desiring gaze" of the consumer to encourage their normalisation? 1. "Glow" by JLO Print Ad
In this print advertisement, a perfume from recording artist Jennifer Lopez is marketed and endorsed using several unique commodity signs. For one, the typical comparison of the perfume bottle as a female body is made clear when placed side-by-side with the implicitly naked figure of Jennifer Lopez next to it. By directly alluding to the curves of the female body ...
