Controversial Ads

Sisley Fashion Junkie:

                This ad depicts two women with sunken expressions appearing to snort a white, powdery substance in the shape of a dress. The woman on the left is absorbed in the action of snorting the dress, while the woman on the right has a glazed look on her face as she gazes towards the camera. The sloppiness of the women is emphasized by the fact that her breast is exposed, yet she doesn’t seem to notice. She is too absorbed in snorting the dress to care; this illustrates the stereotype that women are more concerned with fashion and with looking good than they are other aspects of their life (like their physical health). How does this affect how women are viewed in American society? I think that young women see ads like this and feel pressure to put more thought and value into their outward appearance. While I think that there is nothing wrong with caring about how you look, the extent to which this ad emphasizes it is a bit outrageous. These women are so addicted to the world of fashion they have let it consume them, much like a dangerous drug would. This design company has played upon the vulnerability of women that are completely absorbed with fashion. Much like we saw in “Dream Worlds 2,” a lot of times women are portrayed as objects of desire and must look a certain way in order to achieve a desirable status.

Tipalet Cigarette Ad:

                This ad features a woman gazing longingly at the profile of a man holding a cigarette and blowing smoke in the woman’s face. The headline reads “Blow in her face and she’ll follow you anywhere.” As I looked at this ad, I began thinking about the stereotypical American 1950’s housewife. For many of these women, their ultimate goal was to find a well-off man, marry him, and have children. This ad plays upon those aspirations, as this woman seems to be magnetized by this sophisticated man. Does this stereotypical view on women demean them? I think women can be limited by these narrow views. This sense of emphasized femininity, which we discussed in chapter 11 of “Inequality and Violence,” can often times limit the scope of a woman’s view of her potential. Instead of feeling as though she can become a surgeon or an astronaut, women are limiting themselves to becoming housewives and mothers; while there is nothing wrong with aspiring to be a wife and mother, it shouldn’t be looked at as the only possibility for a woman.

Dolce and Gabbana Ad:

                This ad sparked a lot of controversy and protest; it was even withdrawn worldwide because of the public debate over it. The issue over this ad was whether or not it was depicting a sexual fantasy or gang rape. There is a woman lying on the ground as a muscular man hovers over her, holding her arms to the ground. A group of men surround the two and appear to be looking on at the scene unfolding before them. It’s also interesting to note that the expressions on everyone’s faces are very somber and serious. Had they had more light-hearted expressions then the tone of the ad would be more playful than intimidating. What does this say about men and women in general? To me, when I look at this ad I see that men are being portrayed as sexual deviants that use their physical strength to dominate women. This reminds me of some of the discussions we have had in class on violence as related to gender and ethnicity, especially in chapter 11 of “Inequality and Violence in the United States.” This ad is playing on the stereotype that women are weaker than men and that men are physically and even sexually more dominant. Men don’t want to be seen as “pussy-whipped” because our society says that that implies weakness. A lot of times, to combat this sense of inferiority, some men will act out against women, whether physically or emotionally. When I look at this ad, I see this group of men as trying to establish their dominance over this woman. The fact that her back is extended and her legs are strained implies that she is struggling to get out of the grasp of the muscular man hovering over her.

Kiwi shoe ad:

                This ad has a lot of sexist undertones; not only is this woman polishing a man’s shoe as though she is a servant, but she is also half the size of the shoe, further emphasizing her inferiority. This ad is suggesting that a woman’s place is to be docile and submissive to her man. In my own opinion, if this company wanted to illustrate the superiority of their shoes, they would have added a miniature of a man alongside the woman so as not to make the ad appear demeaning towards women. This is also related to chapter 11 of “IVUS.” The standard position of women since the 50’s has always been in the domestic realm. She is supposed to cook, clean, and take care of her family and her husband. Is it fair to be playing upon these stereotypes? Obviously, there is nothing wrong with a woman aspiring to be a homemaker; it is a very admirable desire to have, but by limiting the scope of possibilities, women are being oppressed.