When it comes to sexualisation in the media, often people respond with – “sex sells.” Although sex may sell, I often wonder at what cost? Who is footing the bill? The answer: everyone.
Sexual exploitation in advertisements affects the whole of society in one way or another.
However, women bear most of the costs and, as a result, our mental health and well-being suffers. Although much has been said on the sexualisation of women and girls in the media, sexual violence, particularly in fashion advertising, must be addressed.
In 2007, Dolce and Gabbana (D&G) published the advert below:
Many women’s rights groups and advertising watchdogs have argued that the advertisement above clearly symbolises gang-rape. Held down against her will, the woman in the image falls victim to her male oppressor while an additional three men look on eagerly, seemingly awaiting their turn. Gang-rape is a horrifying and grotesque human rights violation from which no one should ever have to suffer. Why then, is it perfectly acceptable to normalise gang rape and use it as a concept in advertisements and marketing campaigns? In response to the global public outrage, D&G withdrew the advertisement from all its publications. However, D&G insisted the image was not meant to be controversial but simply represented an erotic dream.
The fashion industry continues to push the boundaries of what is new, edgy and original. Some argue that fashion advertising is art and therefore should not be taken literally, yet I beg to differ. Take this 2012 winter collection titled ‘Shameless’ from the Dutch company Suit Supply:
The advertisements above suggest that, by buying a Suit Supply suit, women will allow men to do whatever they desire, including sex, touching and groping and peering at our vagina’s. Suit Supply’s advertisements not only represent women as sexual slaves, but also imply that men buy suits to enhance their sexual appeal solely to women, thereby ignoring the entire homosexual population.
Some advertisements are ridiculous, stupid and extremely offensive, others are indescribable:
Considered ‘fine art’ by the fashion world, marketing executives marvelled at the degrading advertisements.
Studies show that such violent images negatively impact adolescents’ self-esteem and confidence. The continuous bombardment of violent images on television, magazines and the internet reinforce negative gender stereotypes and normalise violence and the sexual exploitation of women and girls.
Whether deemed fine art or fashion, it is wrong and unacceptable.