Dolce & Gabbana: Fantasy Rape Ad
This Dolce & Gabbana ad is the one you've heard about. It's the ad that the brand was forced to pull from print advertising due to it's extreme risque nature. Looking at it, it's clear to see why an ad of such nature would cause a stir among many people.
Dolce & Gabbana is a brand that is known for it's suggestive advertisements. They frequently show models in overt sexual situations. In the past this has included nods at gay group sex, voyeurism, and other sexual acts. This is an ad they created for their new campaign. It was run in high fashion magazines. Magazines like W, Vogue and Vanity Fair frequently run Dolce & Gabbana ads.
Why is this ad a problem? The ad clearly depicts a scene of rape. There is a group of men surrounded one woman, who is being held to the ground by her wrists. The men, who are in various stages of undress, stand around staring at this woman on the ground in her heels and matching bikini. While the woman seems to be in great peril, her face is passive and seems to be succumbing to the man's power. The people of this ad are all Caucasian and extremely attractive.
What is the effect of beauty in this ad? Is it trying to say that if you’re a pretty woman you have a hope of being gangbang raped by a troop of attractive males with gorgeous bodies? If you are a male, are you supposed to partake in activities such as this when you are poolside with a gorgeous woman? This ad is reinforcing the many gender stereotypes. These include the dominance of men, submissiveness of women, heterosexuality, beauty ideals of each gender and etc.
As a fan of Dolce & Gabbana, when I originally saw this ad I wasn't shocked. I have become immune to their suggestive advertisements. Being an Advertising major I have also become aware of such ads many times over. What does this say about me and other readers of fashion magazines? Most of us are used to many brands trying to push the boundaries in their advertising. These ads are not created to sell the clothes; they are created to sell a lifestyle. Brands like Roberto Cavalli and Versace are two examples of practitioners of sexualized fashion advertising. What does this ad say about the Dolce & Gabbana lifestyle?
I started "reading" the ad, looking at the visuals, the storytelling techniques within and such. The ad is set up to clearly show a rape. There is no way this ad was created without knowing it would cause a problem. Were they trying to suggest a friendly wrestling match? No, they were suggesting rape.
What are the effects of this ad? Nothing, really. The ad was pulled, but a slew of others went up in it's place. Besides appearing on the news around the world, there wasn't much of a damper on the brand. Their target audience is aware of the brand’s advertising. This ad wouldn't stop most of their customers from buying this ad. Many people who were bothered by this ad, and many who are unfamiliar with this brand, would find they don't have an effect on the brand. Do you think frequent buyers of Dolce & Gabbana like Paris Hilton and Lindsay Lohan would stop purchasing their products? Likely not.