More Demi Moore
Encyclopedia
More Demi Moore or the August 1991 Vanity Fair cover was a controversial handbra
nude photograph
of the then seven-months pregnant
Demi Moore
taken by Annie Leibovitz
for the August 1991 cover of Vanity Fair
to accompany a cover story
about Moore.
The cover has had a lasting societal impact. Since the cover was released, several celebrities have posed for photographs in advanced stages of pregnancy, although not necessarily as naked as Moore. This trend has made pregnancy photos fashionable and created a booming business. The photograph is one of the most highly regarded magazine covers of all time, and it is one of Leibovitz's best known works.
The picture has been parodied several times, including for advertising Naked Gun 33⅓: The Final Insult (1994). This led to the 1998 Second Circuit
fair use
case Leibovitz v. Paramount Pictures Corp.
In addition to being satirically parodied and popularizing pregnancy photographs, there was also backlash. Critics rated it grotesque and obscene, and it was also seriously considered when internet decency standards were first being legislated and adjudicated. Others thought it was a powerful artistic statement.
In each of the subsequent two years, Moore made follow-up cover appearances on Vanity Fair, the first of which propelled Joanne Gair
to prominence as a trompe-l'œil body painter.
movie star who had been married to Bruce Willis
since 1987. The couple had had their first child Rumer Willis
in 1988, and they had hired three photographers for an audience of six friends for the delivery. She had starred in the 1990 Academy Award-winning film Ghost
, for which she was paid $
350,000, and she had earned $2 million for 1991 roles in The Butcher's Wife
, Mortal Thoughts
and Nothing But Trouble. Following the photo, she would earn $3 million for her 1992 role in A Few Good Men
and $5 million apiece for roles in The Scarlet Letter
(1995) and Disclosure
(1994). Willis was already an A-list star, having earned $10 million for both Look Who's Talking
(1989) and Look Who's Talking Too
(1990) as well as $5 million for Die Hard
(1989) and $7.5 million for Die Hard 2
(1990).
Annie Leibovitz had been chief photographer at Rolling Stone
from 1973 until 1983, when she moved to Vanity Fair
. In 1991, she had the first mid-career show, Annie Leibovitz Photographs 1970-1990, ever given a photographer by the National Portrait Gallery
in Washington, D.C.
, with a similarly titled accompanying book. The show traveled to New York City
at the International Center of Photography
for a showing that would run until December 1, 1991.
underwear and spiked high heels, to a revealing peignoir
. The final selection had Moore wearing only a diamond ring. Joanne Gair
worked on make-up for the shoot. Samuel Irving Newhouse, Jr.
, chairman of Conde Nast Publications
, was very supportive of the chosen cover despite the potential for lost sales. Tina Brown
, Vanity Fair editor, quickly realized that there would be harsh backlash for regular distribution of the magazine; the issue had to be wrapped in a white envelope with only Moore's eyes visible. Some editions had a brown wrapper that implied naughtiness. However, Brown viewed the image as a chance to make a statement about the decade of the 1990s after a decade dominated by power suits. Approximately 100 million people saw the cover.
The use of a pregnant sex symbol was in a sense an attempt to combat the pop culture representations of the anathema of the awkward, uncomfortable, and grotesquely excessive female form in a culture that values thinness. Leibovitz' candid portrayal drew a wide spectrum of responses from television, radio and newspaper personalities and the public at large ranging from complaints of sexual objectification
to celebrations of the photograph as a symbol of empowerment
. One of the judges in Leibovitz v. Paramount Pictures Corp.
stated that the image evoked Botticelli's Birth of Venus
. The contemporary retrospective view of some is that this photograph is "high art". The intent of the photograph was to portray pregnancy with a celebrity in a way that was bold, proud and understated in a "anti-Hollywood, anti-glitz" manner. It was successful in some regards as many perceived it as a statement of beauty and pride. However, many took offense and the cover drew unusually intense controversy for Vanity Fair in the form of ninety-five television spots, sixty-four radio shows, 1,500 newspaper articles and a dozen cartoons. Some stores and newsstands refused to carry the August issue, while others modestly concealed it in the wrapper evocative of porn magazines.
The photo is not only considered one of Leibovitz's most famous, but also an almost mythical representation. It is considered emblematic of Si Newhouse's reputation for "newsy features and provocative photos." It is the first photo mentioned in the New York Times review of Leibovitz's exhibition Annie Leibovitz: A Photographer's Life, 1990-2005 at the Brooklyn Museum
and it is contrasted with another of her female pregnancy photographs (of Melania Trump).
A year later, Moore still did not understand the controversy that caused photos of a naked, pregnant woman to be viewed as morally objectionable. Moore stated that, "I did feel glamorous, beautiful and more free about my body. I don't know how much more family oriented I could possibly have gotten." She considered the cover to be a healthy "feminist statement." In 2007, Moore stated that the picture was not originally intended for publication. She had posed in a personal photo session, not a cover shoot. Leibovitz has had personal photo sessions of Moore and all of her daughters.
and husband Bruce Willis. Willis and Moore discuss each other in the article. The article also spends three pages recounting her life. The article spent little time on her next movie, The Butcher's Wife
or the baby inside her, Scout LaRue Willis .
on several occasions, including the computer-generated
Spy magazine version, which placed Willis' head on Moore's body. In Leibovitz v. Paramount Pictures Corp.
, Leibovitz sued over one parody featuring Leslie Nielsen
, made to promote the 1994 film Naked Gun 33⅓: The Final Insult. In the parody, the model's body was used and "the guilty and smirking face of Mr. Nielsen appeared above". The teaser
said "Due this March". The case was dismissed in 1996 because the parody relied "for its comic effect on the contrast between the original".
In a parody ruling the court must determine whether a work is transformative in a way that gives a new expression, meaning or message to the original work. In this case, the court ruled that the "ad may reasonably be perceived, as commenting on the seriousness and even pretentiousness of the original." It also ruled that the ad differed from the original "in a way that may, reasonably, be perceived as commenting, through ridicule on what a viewer might reasonably think is the undue self-importance conveyed by the subject of the Leibovitz photograph."
(CDA), Moore's image was described as a sort of litmus test to determine if the law could be reasonably applied in the current environment by the trial court. When John Paul Stevens
' rendered an opinion
over a year later, the image was still on the minds of legal scholars.
Fifteen years later the photo continued to be parodied. In 2006, graffiti artist Banksy
used a Simpsons-like character to replace Moore's head for a promotion in Los Angeles, California
. He illegally posted the parody around Los Angeles to promote his website
and his exhibition.
In the Demi's Birthday Suit August 1992 issue of Vanity Fair, Moore was shown on the cover in the body painting
photo by Joanne Gair
. The painting is a memorable example of modern body painting artwork. It made Gair an immediate pop culture star as the most prominent body paint artist, which prompted consideration for an Absolut Vodka
Absolut Gair ad campaign. The 1992 cover, which required a thirteen-hour sitting for Gair and her team of make-up artists, was a commemoration of the August 1991 photo. Leibovitz could not decide where to shoot, and reserved two mobile homes, four hotel rooms and five houses.
In December 1993, Moore was again on the cover of Vanity Fair, but this time she was dressed in two straps and a large red bow and was sitting on David Letterman
's lap while he was dressed up as Santa Claus
.
Other celebrities have since posed nude or semi-nude while in advanced pregnancy, including Christina Aguilera
and Britney Spears
whose billboard
advertisements led to great controversy. Newsweek
referred to the pose more than a decade later, and The New York Times
coined "demiclad" for the nude pregnant handbra
pose. Eventually, Vogue
and Harper's Bazaar
included pregnant cover models, and Star
included a pregnant foursome of Katie Holmes
, Gwen Stefani
, Gwyneth Paltrow
and Angelina Jolie
. They also had a "Bump Brigade" of Jennie Garth
, Maggie Gyllenhaal
and Sofia Coppola
. Vogue had a very pregnant 37-year-old Brooke Shields
on the cover of its April 2003 issue. By the time Linda Evangelista
appeared pregnant (and clothed) on the August 2006 cover of Vogue, pregnancy was not the emphasis of the story. However, even at the end of 2007 appearing bare-bellied and pregnant on the cover of a magazine, as Aguilera did for Marie Claire
, was still considered a derivative of Moore's original. When Melania Trump appeared in American Vogue
, she held in esteem as a model of maternity
fashion by Anna Wintour
. A commemoration of the photo was a self-portrait by Leibovitz in which she appeared in profile and pregnant for her A Photographer's Life exhibition. Myleene Klass
posed for a similar nude pregnant photo for Glamour
magazine in 2007.
Handbra
A handbra is a photographic pose in which a female model's nipples and areolae are covered with her own hands or with someone else's...
nude photograph
Nude photography
Nude photography is a style of art photography which depicts the nude human body as a study. Nude photography should be distinguished from glamour photography, which places more emphasis on the model and her/his sexuality, and treats the model as the primary subject. Nude photography should also be...
of the then seven-months pregnant
Pregnancy
Pregnancy refers to the fertilization and development of one or more offspring, known as a fetus or embryo, in a woman's uterus. In a pregnancy, there can be multiple gestations, as in the case of twins or triplets...
Demi Moore
Demi Moore
Demi Guynes Kutcher , known professionally as Demi Moore, is an American actress. After minor roles in film and a role in the soap opera General Hospital, Moore established her career in films such as St...
taken by Annie Leibovitz
Annie Leibovitz
Anna-Lou "Annie" Leibovitz is an American portrait photographer.-Early life and education:Born in Waterbury, Connecticut, Leibovitz is the third of six children. She is a third-generation American whose great-grandparents were Jewish immigrants, from Central and Eastern Europe. Her father's...
for the August 1991 cover of Vanity Fair
Vanity Fair (magazine)
Vanity Fair is a magazine of pop culture, fashion, and current affairs published by Condé Nast. The present Vanity Fair has been published since 1983 and there have been editions for four European countries as well as the U.S. edition. This revived the title which had ceased publication in 1935...
to accompany a cover story
Article (publishing)
An article is a written work published in a print or electronic medium. It may be for the purpose of propagating the news, research results, academic analysis or debate.-News articles:...
about Moore.
The cover has had a lasting societal impact. Since the cover was released, several celebrities have posed for photographs in advanced stages of pregnancy, although not necessarily as naked as Moore. This trend has made pregnancy photos fashionable and created a booming business. The photograph is one of the most highly regarded magazine covers of all time, and it is one of Leibovitz's best known works.
The picture has been parodied several times, including for advertising Naked Gun 33⅓: The Final Insult (1994). This led to the 1998 Second Circuit
United States Court of Appeals for the Second Circuit
The United States Court of Appeals for the Second Circuit is one of the thirteen United States Courts of Appeals...
fair use
Fair use
Fair use is a limitation and exception to the exclusive right granted by copyright law to the author of a creative work. In United States copyright law, fair use is a doctrine that permits limited use of copyrighted material without acquiring permission from the rights holders...
case Leibovitz v. Paramount Pictures Corp.
Leibovitz v. Paramount Pictures Corp.
Leibovitz v. Paramount Pictures Corp. is an influential 1998 Second Circuit fair use case.-Case background:Annie Leibovitz is a professional portrait photographer who had published a photograph of celebrity Demi Moore while seven months pregnant...
In addition to being satirically parodied and popularizing pregnancy photographs, there was also backlash. Critics rated it grotesque and obscene, and it was also seriously considered when internet decency standards were first being legislated and adjudicated. Others thought it was a powerful artistic statement.
In each of the subsequent two years, Moore made follow-up cover appearances on Vanity Fair, the first of which propelled Joanne Gair
Joanne Gair
Joanne "Kiwi Jo" or "Kiwi Joe" Gair is a New Zealand-born and raised make-up artist and body painter whose body paintings have been featured in the Sports Illustrated Swimsuit Issue from 1999 to the 2011 edition...
to prominence as a trompe-l'œil body painter.
Background
In 1991, Demi Moore was a budding A-listA-list
A-list is a term that alludes to major movie stars, or the most bankable in the Hollywood film industry.The A-list is part of a larger guide called The Hot List that has become an industry-standard guide in Hollywood...
movie star who had been married to Bruce Willis
Bruce Willis
Walter Bruce Willis , better known as Bruce Willis, is an American actor, producer, and musician. His career began in television in the 1980s and has continued both in television and film since, including comedic, dramatic, and action roles...
since 1987. The couple had had their first child Rumer Willis
Rumer Willis
Rumer Glenn Willis is an American actress, the oldest daughter of Bruce Willis and Demi Moore and the stepdaughter of Emma Heming and Ashton Kutcher.-Personal life:...
in 1988, and they had hired three photographers for an audience of six friends for the delivery. She had starred in the 1990 Academy Award-winning film Ghost
Ghost (film)
Ghost is a 1990 romantic drama film starring Patrick Swayze, Demi Moore and Whoopi Goldberg. It was written by Bruce Joel Rubin and directed by Jerry Zucker.-Plot:...
, for which she was paid $
United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
350,000, and she had earned $2 million for 1991 roles in The Butcher's Wife
The Butcher's Wife
The Butcher's Wife is a 1991 romantic comedy film, in which a clairvoyant woman thinks that she's met her future husband , who she has seen in her dreams and is a butcher in New York. They marry and move to the city, where her powers tend to influence everyone she meets while working in the shop...
, Mortal Thoughts
Mortal Thoughts
Mortal Thoughts is a 1991 mystery thriller, about a woman who is interrogated by the police regarding the death of her friend's husband. It was directed by Alan Rudolph and stars Demi Moore, Bruce Willis, and Harvey Keitel...
and Nothing But Trouble. Following the photo, she would earn $3 million for her 1992 role in A Few Good Men
A Few Good Men (film)
A Few Good Men is a 1992 drama film directed by Rob Reiner and starring Tom Cruise, Jack Nicholson, and Demi Moore. It was adapted for the screen by Aaron Sorkin from his play of the same name. A courtroom drama, the film revolves around the trial of two U.S...
and $5 million apiece for roles in The Scarlet Letter
The Scarlet Letter (1995 film)
The Scarlet Letter is a 1995 American film adaptation of the Nathaniel Hawthorne novel of the same name. It was directed by Roland Joffé and stars Demi Moore, Gary Oldman, and Robert Duvall. This version was "freely adapted" from Hawthorne and deviated from the original story. Universally panned by...
(1995) and Disclosure
Disclosure (film)
Disclosure is a 1994 thriller directed by Barry Levinson, starring Michael Douglas and Demi Moore. It is based on Michael Crichton's novel of the same name.The cast also includes Donald Sutherland, Rosemary Forsyth and Dennis Miller...
(1994). Willis was already an A-list star, having earned $10 million for both Look Who's Talking
Look Who's Talking
Look Who's Talking is a 1989 romantic comedy film written and directed by Amy Heckerling and stars John Travolta and Kirstie Alley. Bruce Willis plays the voice of Mollie's son, Mikey. The film features George Segal as Albert, the illegitimate father of Mikey.-Plot:Mollie Jensen is an accountant...
(1989) and Look Who's Talking Too
Look Who's Talking Too
Look Who's Talking Too is the 1990 sequel to the commercially successful movie Look Who's Talking . It stars John Travolta and Kirstie Alley as the parents of Mikey , a toddler coping with the newest addition to the family, baby Julie...
(1990) as well as $5 million for Die Hard
Die Hard
Die Hard is a 1988 American action film and the first in the Die Hard film series. The film was directed by John McTiernan and written by Jeb Stuart and Steven E. de Souza. It is based on a 1979 novel by Roderick Thorp titled Nothing Lasts Forever, itself a sequel to the book The Detective, which...
(1989) and $7.5 million for Die Hard 2
Die Hard 2
Die Hard 2 is a 1990 action film and the second in the Die Hard film series. The film was directed by Renny Harlin, and stars Bruce Willis as John McClane...
(1990).
Annie Leibovitz had been chief photographer at Rolling Stone
Rolling Stone
Rolling Stone is a US-based magazine devoted to music, liberal politics, and popular culture that is published every two weeks. Rolling Stone was founded in San Francisco in 1967 by Jann Wenner and music critic Ralph J...
from 1973 until 1983, when she moved to Vanity Fair
Vanity Fair (magazine)
Vanity Fair is a magazine of pop culture, fashion, and current affairs published by Condé Nast. The present Vanity Fair has been published since 1983 and there have been editions for four European countries as well as the U.S. edition. This revived the title which had ceased publication in 1935...
. In 1991, she had the first mid-career show, Annie Leibovitz Photographs 1970-1990, ever given a photographer by the National Portrait Gallery
National Portrait Gallery (United States)
The National Portrait Gallery is an art gallery in Washington, D.C., administered by the Smithsonian Institution. Its collections focus on images of famous individual Americans.-Building:...
in Washington, D.C.
Washington, D.C.
Washington, D.C., formally the District of Columbia and commonly referred to as Washington, "the District", or simply D.C., is the capital of the United States. On July 16, 1790, the United States Congress approved the creation of a permanent national capital as permitted by the U.S. Constitution....
, with a similarly titled accompanying book. The show traveled to New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
at the International Center of Photography
International Center of Photography
The International Center of Photography is a photography museum, school, and research center in Midtown Manhattan in New York City, United States...
for a showing that would run until December 1, 1991.
Details
The photograph was one of several taken by Leibovitz of seven-months pregnant 28-year-old Moore, then carrying the couple's second daughter, Scout LaRue. The photographs ranged from Moore in lacyLace
Lace is an openwork fabric, patterned with open holes in the work, made by machine or by hand. The holes can be formed via removal of threads or cloth from a previously woven fabric, but more often open spaces are created as part of the lace fabric. Lace-making is an ancient craft. True lace was...
underwear and spiked high heels, to a revealing peignoir
Peignoir
A peignoir is a long outer garment for women frequently sheer and made of chiffon or other translucent fabrics. The word come from French peigner, to comb the hair describing a garment worn while brushing ones hair, originally referring to a dressing gown or bathrobe...
. The final selection had Moore wearing only a diamond ring. Joanne Gair
Joanne Gair
Joanne "Kiwi Jo" or "Kiwi Joe" Gair is a New Zealand-born and raised make-up artist and body painter whose body paintings have been featured in the Sports Illustrated Swimsuit Issue from 1999 to the 2011 edition...
worked on make-up for the shoot. Samuel Irving Newhouse, Jr.
Samuel Irving Newhouse, Jr.
Samuel Irving Newhouse, Jr. , nicknamed Si Newhouse, is the chairman and CEO of Advance Publications, which, among other interests, owns Condé Nast, publisher of many marquee brands in the world of magazines such as Vogue, Vanity Fair, and The New Yorker. He is the son of Samuel Irving...
, chairman of Conde Nast Publications
Condé Nast Publications
Condé Nast, a division of Advance Publications, is a magazine publisher. In the U.S., it produces 18 consumer magazines, including Architectural Digest, Bon Appétit, GQ, The New Yorker, Vanity Fair, and Vogue, as well as four business-to-business publications, 27 websites, and more than 50 apps...
, was very supportive of the chosen cover despite the potential for lost sales. Tina Brown
Tina Brown
Tina Brown, Lady Evans, CBE , is a journalist, magazine editor, columnist, talk-show host and author of The Diana Chronicles, a biography of Diana, Princess of Wales. Born a British citizen, she took United States citizenship in 2005 after emigrating in 1984 to edit Vanity Fair...
, Vanity Fair editor, quickly realized that there would be harsh backlash for regular distribution of the magazine; the issue had to be wrapped in a white envelope with only Moore's eyes visible. Some editions had a brown wrapper that implied naughtiness. However, Brown viewed the image as a chance to make a statement about the decade of the 1990s after a decade dominated by power suits. Approximately 100 million people saw the cover.
The use of a pregnant sex symbol was in a sense an attempt to combat the pop culture representations of the anathema of the awkward, uncomfortable, and grotesquely excessive female form in a culture that values thinness. Leibovitz' candid portrayal drew a wide spectrum of responses from television, radio and newspaper personalities and the public at large ranging from complaints of sexual objectification
Sexual objectification
Sexual objectification refers to the practice of regarding or treating another person merely as an instrument towards one's sexual pleasure, and a sex object is a person who is regarded simply as an object of sexual gratification or who is sexually attractive...
to celebrations of the photograph as a symbol of empowerment
Empowerment
Empowerment refers to increasing the spiritual, political, social, racial, educational, gender or economic strength of individuals and communities...
. One of the judges in Leibovitz v. Paramount Pictures Corp.
Leibovitz v. Paramount Pictures Corp.
Leibovitz v. Paramount Pictures Corp. is an influential 1998 Second Circuit fair use case.-Case background:Annie Leibovitz is a professional portrait photographer who had published a photograph of celebrity Demi Moore while seven months pregnant...
stated that the image evoked Botticelli's Birth of Venus
The Birth of Venus (Botticelli)
The Birth of Venus is a painting by Sandro Botticelli. It depicts the goddess Venus, having emerged from the sea as a fully grown woman, arriving at the sea-shore...
. The contemporary retrospective view of some is that this photograph is "high art". The intent of the photograph was to portray pregnancy with a celebrity in a way that was bold, proud and understated in a "anti-Hollywood, anti-glitz" manner. It was successful in some regards as many perceived it as a statement of beauty and pride. However, many took offense and the cover drew unusually intense controversy for Vanity Fair in the form of ninety-five television spots, sixty-four radio shows, 1,500 newspaper articles and a dozen cartoons. Some stores and newsstands refused to carry the August issue, while others modestly concealed it in the wrapper evocative of porn magazines.
The photo is not only considered one of Leibovitz's most famous, but also an almost mythical representation. It is considered emblematic of Si Newhouse's reputation for "newsy features and provocative photos." It is the first photo mentioned in the New York Times review of Leibovitz's exhibition Annie Leibovitz: A Photographer's Life, 1990-2005 at the Brooklyn Museum
Brooklyn Museum
The Brooklyn Museum is an encyclopedia art museum located in the New York City borough of Brooklyn. At 560,000 square feet, the museum holds New York City's second largest art collection with roughly 1.5 million works....
and it is contrasted with another of her female pregnancy photographs (of Melania Trump).
A year later, Moore still did not understand the controversy that caused photos of a naked, pregnant woman to be viewed as morally objectionable. Moore stated that, "I did feel glamorous, beautiful and more free about my body. I don't know how much more family oriented I could possibly have gotten." She considered the cover to be a healthy "feminist statement." In 2007, Moore stated that the picture was not originally intended for publication. She had posed in a personal photo session, not a cover shoot. Leibovitz has had personal photo sessions of Moore and all of her daughters.
Cover story
One journalist's professional account of the cover story describes it as "relentlessly long", and a second journalist's description is that it is a "very long profile". The article discussed the then three-year-old Rumer WillisRumer Willis
Rumer Glenn Willis is an American actress, the oldest daughter of Bruce Willis and Demi Moore and the stepdaughter of Emma Heming and Ashton Kutcher.-Personal life:...
and husband Bruce Willis. Willis and Moore discuss each other in the article. The article also spends three pages recounting her life. The article spent little time on her next movie, The Butcher's Wife
The Butcher's Wife
The Butcher's Wife is a 1991 romantic comedy film, in which a clairvoyant woman thinks that she's met her future husband , who she has seen in her dreams and is a butcher in New York. They marry and move to the city, where her powers tend to influence everyone she meets while working in the shop...
or the baby inside her, Scout LaRue Willis .
Legal issues
Naked Gun 33⅓
The photograph was parodiedParody
A parody , in current usage, is an imitative work created to mock, comment on, or trivialise an original work, its subject, author, style, or some other target, by means of humorous, satiric or ironic imitation...
on several occasions, including the computer-generated
Computer-generated
The term computer-generated most often refers to a sound or visual that has been created in whole or in part with the aid of computer software...
Spy magazine version, which placed Willis' head on Moore's body. In Leibovitz v. Paramount Pictures Corp.
Leibovitz v. Paramount Pictures Corp.
Leibovitz v. Paramount Pictures Corp. is an influential 1998 Second Circuit fair use case.-Case background:Annie Leibovitz is a professional portrait photographer who had published a photograph of celebrity Demi Moore while seven months pregnant...
, Leibovitz sued over one parody featuring Leslie Nielsen
Leslie Nielsen
Leslie William Nielsen, OC was a Canadian and naturalized American actor and comedian. Nielsen appeared in more than one hundred films and 1,500 television programs over the span of his career, portraying more than 220 characters...
, made to promote the 1994 film Naked Gun 33⅓: The Final Insult. In the parody, the model's body was used and "the guilty and smirking face of Mr. Nielsen appeared above". The teaser
Teaser trailer
A teaser campaign is an advertising campaign which typically consists of a series of small, cryptic, challenging advertisements that anticipate a larger, full-blown campaign for a product launch or otherwise important event. These advertisements are called "teasers" or "teaser ads"...
said "Due this March". The case was dismissed in 1996 because the parody relied "for its comic effect on the contrast between the original".
In a parody ruling the court must determine whether a work is transformative in a way that gives a new expression, meaning or message to the original work. In this case, the court ruled that the "ad may reasonably be perceived, as commenting on the seriousness and even pretentiousness of the original." It also ruled that the ad differed from the original "in a way that may, reasonably, be perceived as commenting, through ridicule on what a viewer might reasonably think is the undue self-importance conveyed by the subject of the Leibovitz photograph."
Other issues
When the internet arose as a popular and important medium and the United States Supreme Court issued a ruling on the Communications Decency Act of 1996Communications Decency Act
The Communications Decency Act of 1996 was the first notable attempt by the United States Congress to regulate pornographic material on the Internet. In 1997, in the landmark cyberlaw case of Reno v. ACLU, the United States Supreme Court struck the anti-indecency provisions of the Act.The Act was...
(CDA), Moore's image was described as a sort of litmus test to determine if the law could be reasonably applied in the current environment by the trial court. When John Paul Stevens
John Paul Stevens
John Paul Stevens served as an Associate Justice of the Supreme Court of the United States from December 19, 1975 until his retirement on June 29, 2010. At the time of his retirement, he was the oldest member of the Court and the third-longest serving justice in the Court's history...
' rendered an opinion
Legal opinion
In law, an opinion is usually a written explanation by a judge or group of judges that accompanies an order or ruling in a case, laying out the rationale and legal principles for the ruling....
over a year later, the image was still on the minds of legal scholars.
Fifteen years later the photo continued to be parodied. In 2006, graffiti artist Banksy
Banksy
Banksy is a pseudonymous England-based graffiti artist, political activist, film director, and painter.His satirical street art and subversive epigrams combine irreverent dark humour with graffiti done in a distinctive stencilling technique...
used a Simpsons-like character to replace Moore's head for a promotion in Los Angeles, California
Los Angeles, California
Los Angeles , with a population at the 2010 United States Census of 3,792,621, is the most populous city in California, USA and the second most populous in the United States, after New York City. It has an area of , and is located in Southern California...
. He illegally posted the parody around Los Angeles to promote his website
Website
A website, also written as Web site, web site, or simply site, is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet...
and his exhibition.
Follow-ups
In the Demi's Birthday Suit August 1992 issue of Vanity Fair, Moore was shown on the cover in the body painting
Body painting
Body painting, or sometimes bodypainting, is a form of body art. Unlike tattoo and other forms of body art, body painting is temporary, painted onto the human skin, and lasts for only several hours, or at most a couple of weeks. Body painting that is limited to the face is known as face painting...
photo by Joanne Gair
Joanne Gair
Joanne "Kiwi Jo" or "Kiwi Joe" Gair is a New Zealand-born and raised make-up artist and body painter whose body paintings have been featured in the Sports Illustrated Swimsuit Issue from 1999 to the 2011 edition...
. The painting is a memorable example of modern body painting artwork. It made Gair an immediate pop culture star as the most prominent body paint artist, which prompted consideration for an Absolut Vodka
Absolut Vodka
Absolut Vodka is a brand of vodka, produced near Åhus, Skåne, in southern Sweden. Since July 2008 the company has been owned by the French firm Pernod Ricard who bought V&S Group from the Swedish government....
Absolut Gair ad campaign. The 1992 cover, which required a thirteen-hour sitting for Gair and her team of make-up artists, was a commemoration of the August 1991 photo. Leibovitz could not decide where to shoot, and reserved two mobile homes, four hotel rooms and five houses.
In December 1993, Moore was again on the cover of Vanity Fair, but this time she was dressed in two straps and a large red bow and was sitting on David Letterman
David Letterman
David Michael Letterman is an American television host and comedian. He hosts the late night television talk show, Late Show with David Letterman, broadcast on CBS. Letterman has been a fixture on late night television since the 1982 debut of Late Night with David Letterman on NBC...
's lap while he was dressed up as Santa Claus
Santa Claus
Santa Claus is a folklore figure in various cultures who distributes gifts to children, normally on Christmas Eve. Each name is a variation of Saint Nicholas, but refers to Santa Claus...
.
Other celebrities have since posed nude or semi-nude while in advanced pregnancy, including Christina Aguilera
Christina Aguilera
Christina María Aguilera is an American recording artist and actress. Aguilera first appeared on national television in 1990 as a contestant on the Star Search program, and went on to star in Disney Channel's television series The Mickey Mouse Club from 1993–1994...
and Britney Spears
Britney Spears
Britney Jean Spears is an American recording artist and entertainer. Born in McComb, Mississippi, and raised in Kentwood, Louisiana, Spears began performing as a child, landing acting roles in stage productions and television shows. She signed with Jive Records in 1997 and released her debut album...
whose billboard
Billboard (advertising)
A billboard is a large outdoor advertising structure , typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers...
advertisements led to great controversy. Newsweek
Newsweek
Newsweek is an American weekly news magazine published in New York City. It is distributed throughout the United States and internationally. It is the second-largest news weekly magazine in the U.S., having trailed Time in circulation and advertising revenue for most of its existence...
referred to the pose more than a decade later, and The New York Times
The New York Times
The New York Times is an American daily newspaper founded and continuously published in New York City since 1851. The New York Times has won 106 Pulitzer Prizes, the most of any news organization...
coined "demiclad" for the nude pregnant handbra
Handbra
A handbra is a photographic pose in which a female model's nipples and areolae are covered with her own hands or with someone else's...
pose. Eventually, Vogue
Vogue (magazine)
Vogue is a fashion and lifestyle magazine that is published monthly in 18 national and one regional edition by Condé Nast.-History:In 1892 Arthur Turnure founded Vogue as a weekly publication in the United States. When he died in 1909, Condé Montrose Nast picked up the magazine and slowly began...
and Harper's Bazaar
Harper's Bazaar
Harper’s Bazaar is an American fashion magazine, first published in 1867. Harper’s Bazaar is published by Hearst and, as a magazine, considers itself to be the style resource for “women who are the first to buy the best, from casual to couture.”...
included pregnant cover models, and Star
Star (magazine)
Star is an American celebrity tabloid magazine.-History:Star was founded by Rupert Murdoch in 1974 as competition to the tabloid National Enquirer with its headquarters in New York City. In the late 1980s it moved its offices to Tarrytown, NY and in 1990 Murdoch sold the magazine to The Enquirers...
included a pregnant foursome of Katie Holmes
Katie Holmes
Katherine Noelle "Katie" Holmes is an American actress who first achieved fame for her role as Joey Potter on The WB television teen drama Dawson's Creek from 1998 to 2003. Her movie roles have included the blockbuster Batman Begins along with art house films such as The Ice Storm and thrillers...
, Gwen Stefani
Gwen Stefani
Gwen Renée Stefani is an American singer-songwriter and fashion designer. Stefani is the lead vocalist for the rock and ska band No Doubt. Stefani recorded her first solo album Love. Angel. Music. Baby. in 2004. The album was inspired by music of the 1980s, and was a success with sales of over...
, Gwyneth Paltrow
Gwyneth Paltrow
Gwyneth Kate Paltrow is an American actress and singer. She made her acting debut on stage in 1990 and started appearing in films in 1991. After appearing in several films throughout the decade, Paltrow gained early notice for her work in films such as Se7en and Emma...
and Angelina Jolie
Angelina Jolie
Angelina Jolie is an American actress. She has received an Academy Award, two Screen Actors Guild Awards, and three Golden Globe Awards, and was named Hollywood's highest-paid actress by Forbes in 2009 and 2011. Jolie is noted for promoting humanitarian causes as a Goodwill Ambassador for the...
. They also had a "Bump Brigade" of Jennie Garth
Jennie Garth
Jennifer Eve "Jennie" Garth is an American actress and director, best known for starring in the prominent role of Kelly Taylor throughout the Beverly Hills, 90210 franchise...
, Maggie Gyllenhaal
Maggie Gyllenhaal
Margaret Ruth "Maggie" Gyllenhaal born November 16, 1977) is an American actress. She is the daughter of director Stephen Gyllenhaal and screenwriter Naomi Foner Gyllenhaal and the older sister of actor Jake Gyllenhaal. She made her screen debut when she began to appear in her father's films...
and Sofia Coppola
Sofia Coppola
Sofia Carmina Coppola is an American screenwriter, film director, actress, and producer.In 2003 she received the Academy Award for Best Original Screenplay for Lost in Translation, and became the third woman to be nominated for an Academy Award for Directing...
. Vogue had a very pregnant 37-year-old Brooke Shields
Brooke Shields
Brooke Christa Shields is an American actress and model. Some of her better-known movies include Pretty Baby and The Blue Lagoon, as well as TV shows such as Suddenly Susan, That '70s Show and Lipstick Jungle....
on the cover of its April 2003 issue. By the time Linda Evangelista
Linda Evangelista
Linda Evangelista is a Canadian model. She has been featured on over 600 magazine covers and has garnered work on numerous modeling assignments with companies, most recently with L'Oréal.- Early years :...
appeared pregnant (and clothed) on the August 2006 cover of Vogue, pregnancy was not the emphasis of the story. However, even at the end of 2007 appearing bare-bellied and pregnant on the cover of a magazine, as Aguilera did for Marie Claire
Marie Claire
Marie Claire is a monthly women's magazine first published in France but also distributed in other countries with editions specific to them and in their languages. While each country shares its own special voice with its audience, the United States edition focuses on women around the world and...
, was still considered a derivative of Moore's original. When Melania Trump appeared in American Vogue
Vogue (magazine)
Vogue is a fashion and lifestyle magazine that is published monthly in 18 national and one regional edition by Condé Nast.-History:In 1892 Arthur Turnure founded Vogue as a weekly publication in the United States. When he died in 1909, Condé Montrose Nast picked up the magazine and slowly began...
, she held in esteem as a model of maternity
Maternity
Maternity or motherhood is the social and legal acknowledgment of the parental relationship between a mother and her child.It is specially related with the protection of the baby and the mother within and after the childbirth.-See also:...
fashion by Anna Wintour
Anna Wintour
Anna Wintour, OBE is the British-born editor-in-chief of American Vogue, a position she has held since 1988. With her trademark pageboy bob haircut and sunglasses, Wintour has become an institution throughout the fashion world, widely praised for her eye for fashion trends and her support for...
. A commemoration of the photo was a self-portrait by Leibovitz in which she appeared in profile and pregnant for her A Photographer's Life exhibition. Myleene Klass
Myleene Klass
Myleene Angela Quinn is an English singer, pianist, media personality and occasional model. She was formerly a member of the defunct British pop band Hear'Say.-Early life:...
posed for a similar nude pregnant photo for Glamour
Glamour magazine
Glamour magazine means:* Glamour magazine, a U.S. publication aimed at a predominantly female readership* a girlie magazine aimed at a male readership featuring photographs of women...
magazine in 2007.