Culture Jam Assignment
The picture is originally from the famous Italian fashion brand called Dolce & Gabbana. This brand can be considered as falling within the “luxury” goods sector. However, this brand has always been surrounded by many controversial advertising campaigns, which has led to anger and discomfort among the public who find their adverts distasteful. The main issue that I will address is their use of stereotypes relating to women and their role in society. The adverts often use sexual violence, abuse, slander, and misogyny to convey their advertising message, which I argue is inappropriate. Throughout history, women have played an important role in the media and as figures within advertisements. They are also often the target of the fashion industry, with advertisers choosing models based on their looks and body shape. The definition of beautiful has therefore been defined by the fashion industry, which can cause pressure on the general public to conform to these high expectations. Such pressure can lead to dietary changes and undue pressure to exercise to stay in shape.
From my own perspective, the Dolce and Gabbana adverts use sex to grab the readers’ attention in this picture. As the picture shows, a model is being restrained on the floor whilst a group of half-naked men stand around her and watch. It was released for the Spring / Summer campaign of 2007, to promote their latest range. I criticize this advert for focusing exclusively on sexual violence portrayed towards women. The advert aims at stereotyping gender and the dominant role played by men, who are holding the woman down. This poster was in fact banned in many countries because of its implied representation of gang rape and the erosion of the woman’s personal dignity and autonomy.
My cultural jam project aims to alert advertisers to concerns about real aestheticism instead of using content such as this to attract viewers’ attention. The reason why I put a label “Stop Sexual Violence” into the picture is simply because the other advertisements for Dolce and Gabbana all follow the same trend and are equally problematic. I find it difficult to understand the approach and justification for promoting the brand in this way, believing that the objectification and use of gender stereotypes cannot be justified. Although the advertisement has been removed, there are many other brands who adopt a similar approach, using sex and objectification to sell their products.
This advertisement undoubtedly offended and humiliated the dignity and status of women, with the feminine figure represented in a degrading manner. The use of her body in a helpless and passive position was a clear implication of condoning violence and abuse against her and I have therefore edited the picture to cover the offending image.
I appreciate that the company and photographer wanted to create a unique image for the brand, and increase their market visibility, but it was not appropriate to imply a gang rape scenario for promoting the brand. This is why I covered up all of the people in this image and inserted a logo over Dolce and Gabbana to say, ‘Stop Sexual Violence’. Women have their own identity, rights, and voice and should not be depicted in such a degrading way in our modern society.