‘Suicidal’ Advertising or not?
John Paul Mifsud- MKT 762: Integrated Marketing Communications
This advert was first issued in March 2007 edition of ‘Esquire’ magazine (Spain). Later it was published in the fashion magazine in Italy. Pressure groups such as feminist movements, politicians both from Spain and Italy and the global media in general commented harshly on this advert. They claimed that this advert was triggering the notion of gang rape and violence as socially acceptable. After a few months from issue, D&G had no other option than to remove this advert from the market.
At face value this advert shows a man holding a woman to the ground by her wrists while a group of men look on. According to Stefano Gabbana (as cited in www.hammeruncut.com) the idea of the advert was not to demean women and instigate rape, sexual abuse or violence but rather "recall an erotic dream, a sexual game"
Whipple (1992) argues that the depiction of sex and women as sexual objects has been employed for decades as a marketing tool. In view of this one might argue why is this advert so unusual? Is it just one of the many adverts dehumanizing women? I am of the opinion that the team of photographers, designers and market strategists that created this advert managed to use a traditional marketing tool (sex) in an unusual way. What makes this advert innovative is the fact that the company took the notion of sex... [continues]
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