Bond as a text


Bond as a text



During the early stages of the Bond films, women were depicted as sexual objects who were vulnerable and weak. Hence, James Bond would come to their rescue as they were too inexperienced and cowardly to fend for themselves. While some of these values still hold true for current Bond movies, women are now seen as slightly more confident and capable to carry through tasks independently. This is evident when M, a female authoritative figure, is giving Mr Bond orders in the movie Skyfall. However, women are still sexually gratified in this franchise and still remain to play the role of ‘damsel in distress’. In this advert, females are clearly sexually objectified. Their lack of clothes portrays them to be sexual objects who attend to Bond’s every need. The variety of women in this advert illustrates the idea that Bond avoids emotional connections with women and prefers them to be their when convenient. The pompous expression on Bond’s face highlights how proud he is of himself on the note that he can attract many women. The gun further develops the idea that women are submissive characters in the movie and have to obey the commands of Bond. It can therefore be argued that the movie targets a male audience as they are likely to share a similar mind-set to Bond.  





 This advert presents Bond in a different image. It is almost as if gender roles have been reversed. The female character is positioned to look as if she is protecting Bond. Bond seems unaware and distant while she seems to intimidate those that try to come close to Bond. This intimidation is represented through her direct mode of address. She appears to be powerful and resilient which completely defies the values from the older advert. However, the low-cut silk black dress as well as the make-up and jewellery still sexually gratify the female character.  The producers of the movie are not likely to hire someone who is of a different race or body shape. In other words, qualities such as a skinny body, flawless skin and features are what is required to play the part. This is most likely because audiences will repel a female of this nature.   
  

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