The pervasiveness of the obliterating of ages, and a forced immortality, is apparent in things we underestimated, such as individual’s manner of dress and appearance. From the beginning, the advert implicitly position women as little girls when Portman is shown strolling on the street, wearing a strapless ‘floral’ frock. Traditionally speaking, floral printed dresses or princess like dresses are known to be the ‘norm’ clothing for little girls. Advertisements such as this, are incessantly attempting to blur the lines between a ‘woman’ and a ‘girl’ through the manner by which they dress and appear. Jacopo Bernardini explains it well as he documents that the “adult uniform no longer exist”, women are in thrall of “an industry that no longer dress …show more content…
Such images have been the case of many advertisements that consumers are sublimely exposed to. These mentioned adverts socialize the modern society to visualise women as irrational, feeble and in need of security. Evidently, the consequences of such frivolous beliefs, according to Benjamin Barber, is that “infantilization in this instrumentalist form signals the abandonment of Western civilization’s understanding of what it means to be” a child and an adult (Barber, 2007). The political theorist, Barber, continues to extensively argue that, advertising is particularly focused on children and youngsters, and aimed at erasing the lines between young and old. Barber documents, “It encourages children to grow up quicker while inculcating adults with a childish disposition” (Barber, 2007). Thus, when women are referred or portrayed as little girls, society begins to deny their maturity, adulthood and their true characteristics as these qualities within women become pointless and …show more content…
One would assume that the apostle’s words to leave childish play in childhood would have promptly perceived as an adage in an earlier era, but, the axiomatic fact is, today it is far from a trendy jest. In context to how social relations and the communal comprehension of maturity in contemporary society have played out, more particular youth images leaps out form scenes in the advert such as when Portman is shown throwing tantrums; towards the start when she doubts the man’s affection for her; when she tosses pink blossoms at the viewer; and furthermore, when she is shown pushing the man away with a sour looking expression. It is general knowledge that tantrums are exceedingly common in pre-schoolers and toddlers – they’re how children deal with difficult feelings. By the advertisers utilising such ‘childish’ behaviour to showcase how women handle their temper implicitly implies that, women do not have control of their emotions. This is – according to the advert – seen as a ‘pro-women’ and not as a way of turning a grown women into a mere child. Bernardini, summarises that “the boundaries of adulthood seem, by now, indefinable; and seniority, as a phase of life, is likely to become an individual concept” (Silva, 2015). Therefore, due to such a