Dolce and Gabbana rape advertisement

In the Dolce and Gabbana print advertisement one’s initial reaction is that there is a blatant glamorization of gang rape. As noted by Jean Kilbourne in, “Killing Us Softly 4” the attitude towards violence against women is almost glorified today’s society. The female in the picture is clearly being portrayed as a victim. This is evident in her body language, with her facial expression appearing dismal and submissive. There is no personality which comes across she appears almost as an object. Often fashion advertisements will get essentially a free pass, as it is now the norm for them to be provocative. Over time print advertisements have drastically increased the degree of raciness and imagery that connotes culturally questionable activities. This method of generating controversy has become the means by which fashion labels foster interest in their brands. Often in defense of their advertisements fashion labels such as Dolce & Gabbana assert that they are not promoting male dominance over females.  Instead, they are promoting the dominance of the men who wear these brand name clothes. They are trying to promote the superficial idea that if you wear these clothes, you will feel powerful and in control. For women what is being sold is the ability to be sexually desirable, what this advertisement pushes women to believe is that your worth is derived from a man or several at once having a desire to be with you sexually. Ultimately we as women are being told that in order to attract the heterosexual male gaze seen in this advertisement to be voyeuristic and perverted, we need embody a certain feminine ideal. Presumably this is what Dolce and Gabbana can provide you with their various products.

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