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publisher: Associazione Ocula, via Lodovico Berti, 2 40131 - Bologna email: redazione@ocula.it Editorial Committee: Giovanni Baule (Politecnico di Milano, Dipartimento di Design) Anne Beyaert (Université de Limoges, France) Giovanni Boccia Artieri (Libera Università di Urbino Carlo Bo) Vanni Codeluppi (Università Iulm, Milano) Marcel Danesi (University of Toronto, Canada) president from 2014 Bernard Darras (Université Paris 1, Panthéon-Sorbonne, France) Alessandro Duranti (University of California Los Angeles, Usa) Ruggero Eugeni (Università Cattolica del Sacro Cuore , Milano) Guido Ferraro (Università di Torino) Roberto Grandi (Università di Bologna) Gianfranco Marrone (Università di Palermo) Pino Paioni (1920-2013) (Università di Urbino) president from 2009 to 2013 Guglielmo Pescatore (Università di Bologna) Susan Petrilli (Università di Bari) Isabella Pezzini (Università La Sapienza di Roma) Maria Pia Pozzato (Università di Bologna) Andrea Semprini (Université de Lille, France; Iulm, Milano) Alessandro Zinna (Université de Toulouse 2, France) Coordinator (Editor in Chief): Cinzia Bianchi (cinzia.bianchi@unimore.it) from 2017 Editorial Board: Andrea Bernardelli (andrea.bernardelli@unipg.it) Cinzia Bianchi (cinzia.bianchi@unimore.it) Michela Deni (michela.deni@gmail.com) Nicola Dusi (nicolamaria.dusi@unimore.it) Francesco Galofaro (galofaro_francesco@hotmail.com) Davide Gasperi (davide@davidegasperi.it) Federico Montanari (federico.mont@gmail.com) Valentina Pisanty (valentina.pisanty@unibg.it) Giampaolo Proni (giampaolo.proni@unibo.it) Ruggero Ragonese (ruggero.ragonese@unimore.it) Stefano Traini (straini@unite.it) Salvatore Zingale (salvatore.zingale@polimi.it) |
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Contents: This article has been subjected to double blind peer review author: Luca De Bortoli (Università di Bologna (IT)) CK One: a shared fragrance. Corporeità e sessualità gender-free | CK One: a shared fragrance. Body representation and sexuality gender-free language: italian Publication date: February 2018Abstract: The polarization masculine/feminine which, in the 1980s, shaped the representation of sexuality and the body in the discourse of fashion – both in the delimitation of market segments (“Pour homme”/ “Pour femme”) and in the semantic positioning of the terms of the category of sexuality – dropped in the 1990s, under the impulse of new proposals that appealed to a new conceptualization of a more inclusive sexuality (in line with the newborn Queer Theory). The advertising campaign for the fragrance Calvin Klein One exemplifies this process; it is hereby analyzed with the aim to provide a paradigmatic example of such a shift in perspective, concerning the themes of sexuality and body representation. The analysis considers several aspects of the campaign and makes a diachronic comparison with other previous advertising campaigns from the same fashion house; thus, the innovation and shift from a separatist and stereotyping paradigm to a more inclusive and neutralizing one are even more highlighted. Keywords: sessualità, corpo, calvin klein, profumo, moda, sexuality, body representation, fragrance, fashion> Read the PDF document [12,731Mb] DOI: 10.12977/ocula2018-1 citation Information: Luca De Bortoli, CK One: a shared fragrance. Corporeità e sessualità gender-free, "Ocula", vol.19, February 2018. DOI: 10.12977/ocula2018-1 |
