From the G-spot to a Big Stop
by Anonymous on February 23, 2017 - 9:42pm
In this advertisement conceived by Gucci, a male stands beside a woman and she pulls her panties down while he is clearly attracted to her. This ad has been banned in the United Kingdom for degrading women. It is obvious that many elements can shock a lot of individuals and its sexual content is shown in a very unique and special way. The male dominance marked by the young man, the submission presented by the lady and the “G”-shaved monogram near the sex of the female represent the effects that the consumption of the products made by Gucci can create.
The male dominance expressed by the man and his appearance demonstrate an inequality between men and women and can create a major influence on their well-being. Men tend to express repentance about personal hygiene aspects of their bodies when they consume media. It is stated that “such negative feelings impact their sexual well-being, in some instances leading to more aggressive and risky sexual behavior.” (Cortese 70)The appearance of the young individual is certainly well-defined as it can be seen by different aspects such as his hair, the structure of his body and his facial form. The fact that he is well-looking and that he is getting closer to the sex of the woman as she pulls off her panties shows his dominance and a power that men want. The advertisement is trying to show that by consuming a product made by Gucci, men will have the power to attract women and the females will be submitted to them. This puts the female in an unfair position.
The submission of the woman in this advertisement can make the females question themselves on their appearance and their role as well as presenting a difference of inequality. In this ad, the lady is objectified as the male has his hands around her legs and as she pulls down her panties as a sign of submission. The female is degraded in the following ad due to all these elements and this can affect both sexes. By being represented in a more submissive position, women can develop diverse problems and consider themselves less equal. Also, the unrealistic representation of the female body in advertisements can make women question themselves about their own body and “body shame is tentatively related to body esteem, which is, sequentially, related to several dimensions of psychological well-being, including autonomy, environmental mastery, and self-acceptance.” (Cortese 61) All this can bring men to act more dominant over women as it was mentioned earlier.
The lady from the advertisement has a “G”-shaved monogram near her sex that is referring to the Gucci firm and the symbol also has a sexual meaning. The monogram is representing the G-spot, also known as the Gräfenberg spot. The G-spot is defined as a sensible area of the vagina that can create great sexual sensations such as orgasms or female ejaculation. This is why the monogram is located near the female’s sex. By consuming the products offered by Gucci, one can reach the G-spot of a woman. This is technically one of the messages sent by the advertisement. By showing the clear form of the “G”-shaved monogram, Gucci is not only selling products to its consumers but is also selling sex. This ad expresses that the products conceived by Gucci will create sex. Therefore, by representing the body of a woman as an object to obtain sexual intercourse, the position of a human being with moral and psychological capabilities such as a female is undervalued to an inadequate status.
Personally, I can say that this advertisement is degrading to both sexes and it can be shocking for many individuals. Women should not be objectified and men should not be represented in a more dominant position. The entire advertisement could be represented in a different way that would allow Gucci to make profits as well as not having to discriminate a specific sex. This advertisement could represent a man and a woman dressed in an elegant and equal manner that would show class without any form of sexual element present. This could offer a different image to the public and as well as different perception of the models. There is no need for male dominance, female submission and sexual intercourse to fashion products or leather goods.
Cortese, Anthony. “Constructed Bodies, Deconstructing Ads: Sexism in Advertising.” Provocateur: Images of Women and Minorities in Advertising, Third Edition. New York: Rowman & Littlefield Publishers, 2008. 57-89.
Highsnobiety. Man and girl with "G"-shaved monogram. [online image].<http://www.highsnobiety.com/2015/06/23/nsfw-fashion-ads/>. (consulted on 2012-02-24)