Visual Analysis of Paris Hilton Carl’s Jr Commercial, Essay Example

Modern societies have the perception that women have the power and are influential for the foundation of every good family. Thus, contemporary societies inflict women’s ability, such as women’s bodies, to advocate for various changes in organizations. Communities believe that the only underlying weakness for men is women’s bodies. Therefore, today’s organizations use photographs and films as an intersection of gazes to win men’s trust who apparently dominate the commercial world. For instance, companies today believe that they can lure men to their products by using advertisements with explicit images of women. A typical example of these companies is the Carl’s Jr. that uses Paris Hilton and a short film that exposes a woman’s sexy body to attract the attention of men. The Paris Hilton’s ad is firmly founded on the male gaze, where a woman is a source of attraction in bringing attention to products on offer. In the advertisement, a beautiful woman exposes her body when advertising a car wash service that Carl’s Jr. offers.  The company effectively uses the male gaze and other visual elements by taking advantage of female sexuality to target the commercial world’s dominant male population.

Carl’s Jr. operates on the premise that there is pleasure in looking. It is undisputed that men are more attracted to visible things than the female counterparts. In this respect, men are active gazers while females fall in the passive gazers’ category. According to Mulvey (8), the cinema uses scopophilia to offer pleasure to human beings. Further, the author articulates that humans gain satisfaction in either looking and being looked at. However, scopophilia uses the components of sexuality to enhance more attention on short films used for advertisements.  Additionally, Mulvey (8) reports that scopophilia is afflicted with taking women as objects by subjecting them to control the curious male gaze. In the ad, Carl’s Jr. succeeds in using this principle to capture the necessary concentration they need to sell out their service. For instance, Paris Hilton wears very skimpy outwear that exposes her body more explicitly. The ad employs emphasis as a principal element of visual interpretation by using more soap suds. This implies that the company offers cleaning services in the perfect way that satisfies the will of consumers. Males are attracted to this ad when the company places a woman in a sexual light. Moreover, Paris Hilton has more soap forms on her body that overflows to a black machine waiting for cleaning. Therefore, by seeking pleasure in watching the short commercial film, men become lured to visit the company for their advertised services.

Moreover, modern societies split the pleasure in looking in active and passive categories. Men dominate the active category while females fall in the passive group. Communities perceive women as mere sex objects. Thus, women from various organizations expect women to be submissive towards the male population. Lutz and Collins (138) argued that women are images to be admired by the curious men who the authors refer to as the bearers of the look. Organizations use this premise to promote their products. The short films are intended to advertise various products and services target a particular population that dominates the market at any given time. According to the latest statistical reports, men own more vehicles than the female. Thus, commercial companies portray women as submissive in the way they depict them in the ads. For instance, Paris Hilton’s ad uses color as an essential visual element to represent women as submissive. In the ad, Paris Hilton has a black outfit while wetting a black with soap suds (Hilton, n.p). The presence of black color in the outwear symbolizes how submissive women are in various communities. The black color relates to priests’ outwear that signifies their submission to Christ and the priesthood service. The color psychology employed in this commercial ad shows that the Paris Hilton company is ready to submit quality services to its customers. Therefore, the coordination of black color and women in Paris Hilton’s ad confirms the negative perception that modern societies hold towards women.

Besides, Carl’s Jr. ad employs movement and shape in the film to accentuate essential points. The lady in the Paris Hilton’s ad wears a football jersey to signify the targeted audience. From the football jersey outfit, it is undisputed that the Paris Hilton organization targets America’s Sportsmen. Apart from using the outwear to stress the target audience, the ad uses movement to get the audience’s attention. The slow movements and intense gazes at the camera reveal her outstanding beauty and sexy body. Additionally, Paris Hilton gives the camera an intense look that wins the attention of men. Besides, the female figure in the ad is depicted to be eating a hamburger at a gradual pace. These slow and steady movements in eating and washing the black car confirm the company’s excellent quality services and alongside the delicious hamburger (Hilton, n.p). The female in the ad eats the hamburger in an enticing manner that is likely to attempt the viewers to buy these products from the organization to confirm the taste for themselves. Movement as a principal element of design reveals the skills that the lady holds in washing the machine. Thus, individuals viewing the short commercial ad become persuaded to hire Carl’s Jr. for cleaning duties. On the other hand, Paris Hilton assumes a slanting position that reveals her curvy shape. The sexy shape also invites the targeted audience to unfold more services that the company offers. This is because, by focusing and admiring the sexy and curvy shape of the lady in the ad, the company advertises the products and services. Therefore, shape and movement as essential elements of design and visual interpretation help the company achieve its advertisement goal.

Moreover, the Paris Hilton’s ad reveals race by using color elements. Color in the ad shows not only the female’s submission towards their chores but also the targeted race. The company uses white women in advertising their services and products to the word commercial communities. A white female’s presence signifies that the ad was designed for a white audience in American society. On the other hand, Paris Hilton’s ad employs space as a critical visual element to impact meaning. The background music rhymes with the visual presentation, thereby helping the viewers understand the ad more fundamentally (Hilton, n.p). Additionally, the setting of the ad occurs in an enclosed space build with iron material. The environment creates an impression of the services that the company offers. Both elements capture the attention of the audience by focusing on the female figure.

In conclusion, Paris Hilton uses the male gaze and principle visual elements such as movement, color, space, and shape to attract the male population’s attention that dominates the commercial world. Modern communities have discovered that explicit images of the woman’s body highly entice men as active gazers. Thus, various organizations use women to attract men in their organizations by exposing female sexuality. The essay discusses how Paris Hilton synchronizes a sexy woman to lure men into buying their products and services. In the ad, Katherine is portrayed as beautiful while washing a car and eating a hamburger. Thus, the company wins men in the commercial world by involving a lovely lady to promote their products.

Works Cited

Lutz, Catherine, and Jane Collins. “The photograph as an intersection of gazes: The example of National Geographic.” Visual Anthropology Review 7.1 (1991): 134-149.

Mulvey, Laura. “Visual pleasure and narrative cinema.” Visual and other pleasures. Palgrave Macmillan, London, 1989. 6-18.

Paris Hilton. Paris Hilton Carl’s Jr Commercial 2005.  https://www.youtube.com/watch?v=eOTumW7kXuM