[1]Advertisements edit
Dolce & Gabbana was publicly criticised by Britain's advertising watchdog Advertising Standards Authority (ASA) in January 2007, for an advertising campaign showing models brandishing knives.
Following complaints from consumer groups in February 2007, Dolce & Gabbana pulled an advertisement in Spain that showed a man holding a woman to the ground by her wrists while a group of men look on. Spain's Labour and Social Affairs Ministry branded the campaign as illegal and humiliating to women, saying the woman's body position had no relation to the products Dolce & Gabbana was trying to sell.[107] Italian publications followed suit, banning the ad. When asked about the ad being banned in Spain, Dolce and Gabbana responded that the "Spaniards were a bit backward". This advertisement was called "a glorification of gang rape" and declared "one of the most controversial advertisements in fashion history" by Debonair Magazine.[108] According to the Daily Mail, Dolce and Gabbana's ad was said to "offend the dignity of the woman."[2]
This specific ad was brought up again 7 years later by Kelly Cutrone, a well-known fashion publicist, through her Twitter account. According to Netshark.com, "She slammed Dolce and Gabbana, claiming the ad, which depicts a woman being pinned to the ground by a half-naked man as three men look on, stimulates a 'gang bang'." [2]
In the essay titled Effects of Sexist Advertising in Women Cultural Studies Essay, it is stated that the ads we can see today in the street, television, Internet, radio or print media show up the view that in advertising the value of women is her body and body image, rather than their ability to promote a service or product with ideas and good arguments. [3] This is true for the majority of advertisements seen in todays society. Instead of advertising the actual product, advertisers use beautiful women and the idea of sex hoping it will sell the product. According to Ira Kalb who attends the School of Business at USC, many believe that sex sells even thought there are numerous cases when it does not. (BUSINESS INSIDER). According to a research done by Jones, advertisers are trying to reach women to buy their designer clothes but according to researchers, by depicting women in sexy ways, women especially perceive them more negatively than men.
Although the checklist in the 1975 NARB (National Advertising Review Board) report provided guidelines for nonsexist language in advertising, neither the American advertising industry nor the three major networks have formally adopted gender-neutral writing guidelines in their published standards for television advertising. (NANCY). Despite different programs implementing rules and regulations for advertisers to follow, many do not. ((NANCY)
According to researcher and feminist Rosalind Gill, she explains that one of the most significant shifts in advertising in the last decade or more has been the construction of a new figure: a young, attractive, heterosexual woman who knowingly and deliberately plays with her sexual power and is always 'up for it' (that is, sex)." (GILL)
Women portrayed as sex objects or adornment are reduced to "body parts" instead of whole persons. Ads replete with chest, leg, buttock, and crotch shots are criticized as fostering female stereotypes and images that women are things rather than individuals (Hall, Iijima & Crum 1994). [4] (GENDER ISSUES).
109 = website
110 = effects of sexist advertising essay
111 = Business Insider
112 = gender issues (Ebsco)
References edit
- ^ "Effects Of Sexist Advertising In Women Cultural Studies Essay". UKEssays. Retrieved 2015-11-15.
- ^ a b Cite error: The named reference
:1was invoked but never defined (see the help page). - ^ "Effects Of Sexist Advertising In Women Cultural Studies Essay". UKEssays. Retrieved 2015-11-15.
- ^ "Shibboleth Authentication Request". web.b.ebscohost.com.libezp.lib.lsu.edu. Retrieved 2015-10-23.