Post on 28-Jul-2015
Seductiveness and Innocence: An Ideological Analysis of
DKNY’s “Be Delicious” Campaign
Ashlea NashManchester University
PreviewThe DKNY “Be Delicious” campaign with ideological analysis reveals a relationship between women and
advertising that creates a toxic culture.
• Background of DKNY• Method of artifact • Findings of artifact • Examples of other advertisements• Conclusion
Research questions: • How does sex sell using women in advertisements?• What are the representations of sexuality using women in advertisements?
DKNY: Be Delicious Eau So Intense
• Donna Karan launched this product in 2004• Artifact:• Released in 2012 in Cosmo
• Perfume values: • Brightness• Freshness• Energetic features
• Fan favorite• 4,000,000 bottles each year
worldwide
Ideological Criticism • Pattern of beliefs that determines a group’s interpretations
of some aspects of the world. Socially Economically Politically CulturallyFour Step Process:
1. Identify presented element2. Identify suggested elements3. Formulate the ideology4. Identify the function served by the ideology
Ideologies make something seem normal.
Presented Elements: • Woman, 20’s or 30’s• Hair• Hand• Eyes• Lips• Imperfect teeth• Perfume• Apples• Caption “Be Delicious”• A lot of green • Close up camera angle
Suggested Elements: • Seductive v. Innocent
Findings• Ideology appears to be that women are being held at a double
bind.• Caption telling women to “Be Delicious”• Women are defined as: beautiful, sexy, hot, thin, and
compared to objects.
(0:23-1:23)https://www.youtube.com/watch?v=tzZqETo5h6c
Findings Continued
• Seductive v. Innocent • Men v. Women in society
Toxic Cultural EnvironmentIdea of a “perfect woman”95% of real women are excluded from modeling
Conclusion
• Why is this important?• 11% of women are portrayed in sexy advertisements
compared to men at 3%.
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DKNY Be Delicious Donna Karan perfume - a fragrance for women 2004. Fragrantica.Retrieved November 13, 2014, from, http://www.fragrantica.com/perfume/DonnaKaran/DKNY-Be-Delicious-498. html
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Killing Us Softly 4 [Motion picture on DVD]. (2010).
Pappas, Stephanie. (2012, June 6). Sexy advertising on the rise. Retrieved November 5, 2014, from, http://www.livescience.com/20773-sexy-advertising- increasing.html
Shirleen, S. (2012, October 6). DKNY Be Delicious Eau So Intense Collection. Retrieved October 5, 2014, from http://womenlovebeauty.com/beauty-blog/ 17699
What type of advertising has the most influence? (n.d.). Retrieved November 5, 2014, from, http://www.twistimage.com/blog/archives/what-type-of-advertising-has-the - most- influence/