Original Advertisement
Issues with the Original Advertisement
The above image is an advertisement from an article by Business Insider that compares modern sexist advertisements with their vintage counterparts. In this image, a woman of colour is shown completely bare on all fours, with men’s accessories placed on top of and around her. In this campaign, the model resembles a shoe rack or display table (Grainger, 2016) and therefore is objectified. Such objectification implies that women are to be used by men to fulfill their needs – both for everyday (in the sense that they can be treated like decor or an accessory to their life) and sexual purposes (given the nudity and position). This serves to enforce the idea of heteronormativity. Portrayal of the model in this manner suggests that women, like accessories, can be used and displayed at men’s convenience (Grainger, 2012), disposed of, or replaced when deemed “out of style”.
Given that the model is a woman of colour, this advertisement has racial implications as well. In particular, this alludes to the slavery and oppression that black women have faced and are currently still facing. The belts on this model’s body may also represent the abuse that women (and in general, people) of colour have experienced as slaves, suggestive of the power imbalance with and control by men. Furthermore, belts, which serve a tightening function, also signify the constraint women face regarding opportunities and freedom and privilege to make choices for themselves. In addition, the placement of the shoes appear to weigh the model down and ‘lock’ her into this position. This restriction of her posture is analogous to how women are forced to conform to social norms that are constructed, regarding how females should look and act in this male-dominated society. This is also supported by the fact that the model’s face is down and covered – a possible display of helplessness when it comes to speaking up and breaking free from these restrictions. The lack of visibility of her face also depersonalizes her and further contributes to the depiction of women as objects for presentation and sex.
Jammed Advertisement
Jamming Philosophy
In my jammed version of this advertisement, I added the silhouette of a man walking on top of the model, purposefully placed where the shoes on the model’s head and back are in the original version, to amplify the implicit message that “women belong under men’s feet” (Stampler, 2012). The positioning of a man above the woman figuratively represents the fact that men are ‘above’ women (i.e. superior) due to their innate privilege, which is granted by virtue of being male. With this alteration, I am aiming to emphasize the way that men, being the more privileged sex, have the power to push women down and to force them into this archetype – for which the woman’s posture serves as a metaphor – thereby placing limits on what they are able to freely do and achieve. In addition, I also added a collar on the woman’s neck, with a leash attached, which is held by the man. The purpose of these changes is to highlight the fact that the woman is under the man’s control and forced to be at his beck and call, similar to the slavery that woman of colour in particular experienced. By using a collar and leash, which are typically used on domesticated pets, I am trying to deliver the message that the woman (of colour) is portrayed as less than a human equivalent and is on the submissive end of the dominance relationship between men and women. The restraint that I am trying to illustrate with the addition of a collar and leash forces women to conform – to normalized gender roles and heteronormativity.
The final change that I made to this advertisement is the addition of the following text: “Women are just like accessories – you can store them away and use and show them off as you like. They will cater and submit to your needs”. I added this text to emphasize the objectification of the model in this image and women in general, as possessions of men, used to accessorize and enhance their lives by fulfilling the sexual and housewife roles imposed by society.
References:
- Stampler, Laura. “These Modern Ads Are Even More Sexist Than Their ‘Mad Men’ Era Counterparts.” Business Insider, Business Insider, 10 Apr. 2012, www.businessinsider.com/these-modern-ads-are-even-more-sexist-than-their-mad-men-era-counterparts-2012-4.
- Grainger, Charlotte. “15 Current & Disgusting Sexist Ads That Will Make You Lose Faith In Humanity.” TheThings, TheThings, 22 Sept. 2016, www.thethings.com/15-current-disgusting-sexist-ads-that-will-make-you-lose-faith-in-humanity/.