I love this ad from Vogue magazine (10/09) for several reasons. First, not only is the model making direct eye-contact with the viewer of the ad (a sign that she means business), but the woman’s sexuality is totally a non-issue in this ad. Her body is covered, and she doesn’t have long, flowing, porn-star hair or ridiculous over-the-top make-up.
Second, we think of a famous independent woman when we look at her—Amelia Earhart, the first woman to fly solo across the Atlantic Ocean.* How much more independent can you get?
Third, the model is selling a conventionally masculine product; watches are associated with controlling time and the exertion of power, typically qualities associated with men (think boardroom-style corporate executives). But here, an equally powerful woman displays this watch. Plus, it’s a pretty masculine-looking timepiece: it’s gold (an indication of quality), large, and sturdy-looking (“no matter how high you soar, Rolex won’t let you down” kind of stuff).
By placing this watch on a model who represents an important figure in women’s history, the ad sends the message that women’s empowerment is something to celebrate and promotes the idea that girls and women should have access to all that men do.
*For more information about Amelia Earhart, go to www.ameliaearhart.com.