D&G SPRING/SUMMER ISSUE

by Han_Aguilar on September 27, 2015 - 1:50pm

D&G SPRING/SUMMER ISSUE 

 

Objectification is an issue that has become of great concern in our contemporary society with the rise of feminist jurisprudence. Concisely, objectification occurs in circumstances where people are treated as objects in societies. The people who are the victim of objectification are chosen based on their sexual attractiveness, generally women. Many companies and other corporate societies have greatly invested on advertisements that features an individual in nude images.The people used in the advertisement are used as instruments for the benefit of the objectifier. Some of the ads, you see in public places share similarity to pornography images. Objectification is an act that ought to be construed as unethical, immoral and needs to be outlawed. 

Among the array of adverts portraying females in a typical problematic state is the advert of DOLCE & GABBANA (D&G). http://prof.chicanas.com/5Q/wp-content/uploads/2015/03/Dolce-Gabbana-Fas... The advert of D&G that was used to advertise the spring/summer attires in 2007 showed more than what met the eye. The advert is particularly vexed and controversial because it takes the form of a sex scene; where four men are preparing to prey on one lady.The advertisement portrayed a woman with scintillating features pinned on the ground by a well-built man without any belly protuberance, the like of which many men and women feel enticed to see. The appearance of the woman in the photo reveals a inferior person held by a strong man; this reveals that society view women as generally weak creatures.Thus, the advert suggests that the women role in the society is passive in nature and rather subordinate, and they should remain silent. Additionally, the advert shows the woman being submissive to men. Men, on the other hand, are regarded as strong, authoritative, and dominant. Gender oppression towards female has been transpiring since the inception of history. Although society paragon have had profound changes, women continue to be oppressed by their opposite. Since media plays such an immense role in our daily lives, this ad has a huge significant on this issue. (Miss Representation)

Objectification reduces the people in the adverts to the level of their bodies. The images instill traditional sexuality confirming norms; these norms subjugates female while at the same time exalt men to a position of authority over the female gender (Cortese 57). According to Cortese, adverts portray an attractive woman as "slender, typically tall and long-legged" (Cortese 60). These are the typical character loved by advertisers and which challenge the society's view of both the feminine and masculine gender. This view of the women beauty is quixotic and aimed at ensuring that the women buy the product being advertised as they attempt to achieve this unrealistic goal.The advert is full of beauty myths that pay more attention to the outward appearance; this is extremely problematic because it causes women, especially young teenage girls to have low-self esteem, anxiety, and despair that could lead to eating disorder. 

If I were to change the image, I would concentrate on amplifying the real beauty which is inner and intelligence. I will do this by showcasing both the female and the men walking to the newscast room .This will communicate of gender parity. Also, it will challenge the misguided perception that a women's success lies in her body and appearance as my image will portray the women present in the male dominated profession and she is doing a wonderful job. My advert will change the context and represent a situation where women are on the same level with the gentlemen. 

In conclusion, during the release of this advertisement, D&G disregarded half of their throng, the women. Objectification is unscrupulous and sinister; this is because such advertisements seek to reinforce the male hegemony on the female gender and I deeply believe in equality. Companies that only advertise women sexually need to be halt; along that, I believe they should be more creative in their marketing strategy. The male dominating society is outdated, and every person should have the autonomy and ability to define his or her lives without anybody’s interference. 

 

 

Works Cited: 

Cortese, Anthony Joseph Paul. "Chapter 3: Constructed Bodies, Deconstructing Ads: Sexism in Advertising." Provocateur: Images of Women and Minorities in Advertising. 

Miss Representation movie documentary

Comments

I chose to respond to this post for its focus on advertising, which I noticed by the title. In effect, these days, important social issues are often portrayed consciously or unconsciously through marketing. It is shocking, in my view, that male dominance and superiority is represented in ads in such an obvious way. Here in 2015, most people believe that gender inequality is part of the past that our societies have moved on from it. This relates to the problem of racism, which faces the same situation. As most people consider themselves non-racist and ignore the fact that this issue is still very present today, visible minorities are subject of very subtle discrimination and still are often regarded as inferior. Moreover, male superiority as well as objectification demonstrated in advertising can be linked and compared to white superiority in the fashion industry. For instance, in a documentary listened to in class, we would learn about a ‘black’ model trying to achieve success in the fashion industry, and had difficulty doing so because of her skin pigmentation. If a company would hire her as a model, it would be because of her ‘white features’, such as a small nose, thin lips, skinny hips, etc. This proves that inequalities are still very persistant today. To conclude, if some people still struggle recognizing the important inequalities and have trouble facing the fact that there is clear issue portrayed in the D&G ad, they would maybe see it more clearly if the lady oppressed in the picture would be of dark skin. With four white men clearly dominating a dark-skin woman, both issues (gender inequality and racism) would be revealed in the way they are still persisting in today’s society.