Kim Kardashian is famous for her gorgeous body. She has curves, she has a tight body and she is beautiful. This is all shown in this commercial. From her tight shorts, to her tight sports bra to her “glistening” body, she is being completely eroticized in this short commercial. Except, this commercial is about Sketcher’s workout shoes. The object being advertised is now sexualized through the images. Workout shoes are the opposite of sexy, but this commercial tells us otherwise. When I think of sketcher’s, I think of sparkly shoes I used to wear growing up as a child. Never once did I think of adults when I though of Sketcher’s brand. The company is obviously trying to change their image to focus on targeting an older, cooler audience. To do this, they need to use the visual stimulation of the female body. Her body is the visual display for the erotic gaze by male watchers, and women are the watchers as well as they want to look liker her. The idea of visual pleasures work. This commercial was shown during the 2011 Super Bowl. This game is anything but sexy, as the reading states the viewers need breaks from the film/show/game at hand. Showing this sexy commercial, viewer’s have a “sexual get-away” in their mind’s with the sexy commercial.
Awesome example of "the gaze"; I recently saw this commercial and definitely agree with you on all of your points. Workout shoes are by no means sexy, but this commercial does a fantastic job of telling us otherwise!
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