Degrading women, Sexy Ad, or ...?

This ad is apart of a campaign for Dolce & Gabbana, a company where they create clothing, accessories, and fragrances. In this particular ad, there are four men with one woman at a destination. Depending on who you are and where your mind is, there are many different views a person can have about this ad.

By looking at this picture, the first thought I received was "wow, I can't believe that this is an ad for a company." So, I figured that my mindset was on the fact that this ad was degrading women by having four men and one woman. From this view, it looks like a woman is being held down by a man while the other men watch. This form of acting is rape. To make a rape claim...how? Well, if you view her facial expression, a person with this mindset can see it as her resisting because the expression is serious.

Another view of this advertisement could be a sexual escapade that they are having. Everything said about the rape mindset is happening, but instead of resisting, the woman could be looked as participating in the activity. Notice her legs bent...this is a submission of herself to the man who is holding her. Her facial expression can be taken in the sense of her enjoying herself in the pleasure of what's she will experience.

After looking at this ad in an orgy or rape view, go back and look again. This advertisement can also be viewed as a woman who is in trouble and the man is trying to save her. The other men who are around are viewing to see she is alright or what's going on. The guy who is over the woman is holding her wrist. Instead of viewing her as holding the woman down, view the man as checking her pulse. It clearly is very hot where they are outside because the people are sweaty. This is definitely a serious moment...look at the guy in the blue long sleeve close to the woman. His face has a really concern look. The woman looks like she fainted by the closed eyes and the mouth slightly opened.

So however you view this ad, remember that it Erving Goffman stated this type of  ad as ritual of subordination. The woman is lowered in every way by being under a man. The woman is powerless while the men all are standing over her and seem larger than life. This ad was definitely targeted towards men due to the colors in the ad and the how men are portrayed as the stronger, dominant gender. Men are also portrayed as the protector and savior in this ad.