Dolce & Gabbana and their sketchy ad

by Rawnald Gregory Erickson the second on Septembre 12, 2015 - 6:50pm workshop

I chose to write about this ad, amongst many others depicting women in troublesome ways, because it displays something we are seeing much too often in recent times. I’m talking about rape culture.

In Dolce & Gabbana’s advertisement, we see a young woman, pinned down to the ground by a shirtless man, all the while, three other man stand around them, watching on, more or less interested by what’s happening in front of them. It’s rather disturbing because the woman doesn’t seem to be onboard with what’s happening, she appears to be resisting the man who is forcing himself upon her.

I mentioned that this ad is particularly disturbing because of the recent issue of rape culture being prevalent in many institutions of higher learning in the U.S. I feel like every time I’ve opened my Facebook feed in the past few months it was to see that another faculty in *insert university name here* was in hot water as sickening gang rapes, Facebook groups objectifying women and glorifying rape were coming to the public’s attention.

This is no longer the time to keep repeating the same counter-productive mantras like “boys will be boys”, this sort of behavior isn’t ingrained, it’s something that is taught, and while we aren’t aware of that, it is because we aren’t for the most part consciously teaching it to ourselves. The media is doing it for us.

As I was reading the comments on the advertisement on a few websites, I found that the general opinion surrounding the ad was that it was risqué, provocative, and perhaps offensive to some. Wait, what? It seems to me this ad isn’t just risqué, it’s downright shockingly promoting rape. Hell, the woman is struggling to escape his control. This is what advertisements are teaching us, they are telling us that seduction is pinning a girl to the floor with your mates standing by, and its ok if she’s saying NO for the first 15 minutes or whatever, because as soon as she realizes you’re wearing Dolce & Gabbana she will be crazy for you.

This advertisement does not show us a woman as an equal to the opposite sex, it objectifies the woman, almost making her seem like prey. If I had to come up with a plausible lead up to the picture it would go something like this… These men are on a hunting trip, they’re bros, they’ve got the D&G, which they partly ditch so they can oil their torso’s (to blind they’re prey with intense sun glare perhaps?) and suddenly they spot her. She’s also wearing the D&G and she’s in heels, awesome, she can’t run away as fast in heels. Sunglasses calls dibs, wrestles her to the floor and voila. A few years later she tries to seek justice for what happened to her and she is bombarded with insults, accusations of being a gold-digger, and just wanting to ruin the guy’s life for no reason.

This has to stop.