Lady Gaga Representation

As I am going to do a thriller/horror, I decided not to analyse a horror film but a dark and mysterious poster to see if I ca find something that I wouldn't see in a horror film. I choose Lady Gaga's perfume advert poster 'Fame'.  

 The Lady Gaga ‘Fame’ perfume advert is a perfect example of Gauntlett and McRobbie’s view of female representation. The first thing you see is Lady Gaga laying down with tiny men climbing up her like she’s a God. Gauntlett and McRobbie’s ideology of women are that they should be equal/better than men and in this advert Lady Gaga is shown as a big dominant, beautiful woman and men are shown as tiny worthless creatures who are all fighting and lusting over her. Normally its women who are shown lusting over men but in this case it supports Gauntlett and McRobbie’s view of female representation.

This advert also shows that Lady Gaga is also shown as ‘The Male Gaze’. The picture of Lady Gaga naked has connotations of sex and lust but also purity and naturalism. By Lady Gaga being naked and having men climb onto her reflects the Male Gaze as she has a nice body and many men like girls who are slim and beautiful. Having men trample over her means they are lusting over her and wanting her for themselves. The audience demographic for this perfume is mainly straight, white, British, working class women, aged 20-30. The image suggests that if you spray it on you, men will see you as a ‘sex god’ and will lust over you therefore emphasising the Male Gaze theory.

Freud’s Madonna/Whore complex suggests that men see women not as individuals but as either Madonna (a saint, like the Virgin Mary) or Whore (prostitute-like woman). The Lady Gaga perfume advert clearly shows this theory. The Madonna part of the advert is shown in many ways, firstly, Gaga wears a mark and the tiny men are covering her private parts and this shows that she has some dignity and will not show expose herself for anyone. Secondly, she’s looking away from the men which shows her disinterest in entertaining the tiny men. Thirdly, although being naked isn't normal and could be seen as supporting the whore complex, this shows that she is pure and natural. The Whore part of the advert is shown by firstly, the background and her mask is black and dark which shows impurity. Secondly, she has red lipstick on which is a seductive colour associated with love. Her mouth is also open which is also seductive. Thirdly, as she is covered in men and naked it shows that she is vain, has sexual confidence and wants to flaunt her body. Finally, the advert is supposed to be selling a perfume but you don’t really notice it because Gaga wants everyone to notice her instead.

On the subject of the madonna/whore complex, a film opening sequence that includes the 'whore' aspect is 'Jennifer's Body'. The character in the opening has minimal clothes on which reflects the complex. The camera also slowly travels up her body which gives the audience time to see everything. The madonna aspect of this opening sequence is that her room is pink which connotes being girly and innocent.

This gif shows the madonna/whore complex better as the whore aspect is when she is undressing and the madonna aspect is when she is naked which has connotations of being pure and natural.