Rape Ad

I originally came across this ad because I asked my friend what a good sociological image would be for my sociology essay and she mentioned the “rape ad”. So, I googled.

I’ve never actually seen this ad before, or at least I don’t remember seeing it. It ran in back 2007 and looking at it today, I’m really shocked to see such an ad like this had ran—just because Dolce and Gabbana wants to promote their clothing. But wait, what clothes? 3/5 people on this ad are nearly naked. The other two are basically waiting to take their clothes off.

The words “rape ad” is seen all over this ad. One woman, four men. What’s going to happen? Imagine if this was a short commercial, or imagine the shooting done for this. SEX. RAPE. Her wrists and the man’s body essentially trapping her… She’s also surrounded by three more men so they’re promoting the idea that she’s NOT going to get away if she wants to. She’s also wearing heels so it’s harder for her to run away.

This ad promotes ideas of gender through the 4:1 body count ratio of men to women—male dominance in society. It also gives the idea out to its viewers that women want this because of the look in her face; she’s not denying them and wants to be confined by them and their sexual motives.

Jim Edward of CBS News states that “D&G defended that ad by saying it was supposed to depict an erotic dream or a sexual game”.

“Erotic dream” yeah, definitely erotic—erotically insane..

“Sexual game” yeah, because every woman wants to have a sexual game with 4 men…

Dolce and Gabbana is powerful in the fashion industry, they have so much influence on other designers, celebrities and consumers. Using sex in nearly every ad tends to sell their clothing and it’s a really odd thought to think that people still buy into this brand and support their campaigns. Why does sex sell? When did it become "normal" to sell sex? ...let alone, rape. 

Source: http://www.cbsnews.com/8301-505123_162-42746313/calvin-kleins-rape-ad-isnt-unique-how-treating-women-badly-sells-clothes/