the woman in white

The text in the blue box reads: You've never felt this way before. your love has just gone Platinum. At the bottom it reads: Platinum, Pure Rare Eternal.
I found this ad in the October 2008 issue of Glamour. I think it is interesting to analyze because it does not contain the images we have been discussing of an often segmented female body reduced to sexuality. However I think this ad still sends a problematic messages.
First, it shows a stereotypical view of the "perfect couple". There is one man and one woman. They are both young and white. The woman is very thin and has long hair which is conveniently blowing in the breeze. You can't see the man's eyes but you can see her loving gaze resting on his face. The image of the couple reincfores the American media ideal of being straight, white, young, stereotypically attractive and either dating a man with enough money to buy a nice engagement ring, or being that man.
Second, there is a less obvious theme going on here, and that is the theme of purity. The fact that the entire page is white and the word Pure is part of the ad suggest to me that the ideal of purity or virginity is being at least hinted at. Fashion magazinees rarely promote actual pre-marital chastity, but the wedding fantasy still revolves around the untouched woman in white.
In fact, the very idea of an expensive and beautiful engagement ring implies, in my mind, a purchasing of a woman's body However, this woman's body is clearly not the hyper-sexualized body of so many ads. This body is wearing white and is framed in white. This body has no cleavage, no breasts or butt. This body is pure and it can be purchased not with cash, like a prositute but with fine jewelry, like a "decent" woman. I believe this ad reinforces the dichotomy between the "good" and "bad" woman.
In addition, this ad promotes the popular conception of romantic love and happily ever after with the phrase "you've never felts this way before."
It also links love and emotions directly to money and wealth with "Your love has just gone platinum."
In short, the ad promotes an idealized couple, complete with a pure, love-struck woman who can be purchased at a high price disguised as jewelry.
Thi ad may not be through the male gaze, but it still functions very nicely to keep the patriarchy working.