Docile Bodies
Our textbook talks about docile bodies as these bodies that are built to perfection and regulated by cultural norms. These docile bodies have little if no flaws at all. Consumers seek to attain the physical and emotional characteristics of these docile bodies. We try to conform to these standards of beauty. Using docile bodies creates a desire in the consumer to attain perfection.
In this advertisement for Dolce & Gabbana, we can see that bodies chiseled to perfection are portrayed here. We can see two men who are physically fit with their shirts off having total control over a sexy, provocative women being handled by the men. The other men appear to me physically fit as well. This ad produces a desire in the consumer to attain the image in the ad. Through purchasing Dolce & Gabbana’s products, consumers feel they too, can reach this state of perfection and glamour.
Everytime I walk into Hollister, there are mannequins outside of the store that have six packs, and popping muscles, followed by images of models who have that perfect body. This ad for Hollister shows two docile bodies. The man and girl seem to have physically fit bodies. Hollister uses these docile bodies to send out the message that if you buy Hollister products, you will be able to look like this, and have a strong attraction between you and the other sex.
Calvin Klein is known to show “sexy” ads. Anytime I see an advertisement for Calvin Klein, I usually see a man, who is physically fit and in really great shape, modeling underwear. I have been guilty of actually purchasing a pair of Calvin Klein underwear. Calvin Klein ads use these docile bodies to attract the consumer to the products and feel that if they buy Calvin Klein underwear, they can be just as good looking and sexy as the model and attractive to women.
