ZAIRE PEOPLES: PROJECT #1 MIDPOINT UPDATE

       I.            Introduction

a.       Since our shift from an analog world to a digital world, various forms of media have been used to negatively portray the subordination and abuse of women in the Western world all the while satisfying the male species. Many advertisements whether it relates to fashion, food or cigarettes have used sexual abuse and manipulation of women to market their products. While one would assume that over time corporate insensitivities towards these issues would diminish, this has not happened. Provocative advertisements such as the infamous 2007 Dolce and Gabbana ad which glorified “gang-rape” has caused uproars around the world. Advertisements like these make it seem okay to hurt women because it is “classy” or “in-trend”.

    II.            From an Analog World

a.       Older advertisements promote sexism

b.      Idea of being a “man’s world”, subordination

c.       Advertisements like Van Heusen (shirts) & Tipalet cigar ad

d.      Some advertisements: product and sex have no correlation

 III.            To a Digital World

a.       Just when you thought ads couldn't become more provocative, there was an explosion of sexually charged ads

b.      While some ads are pretty obvious & straight-forward, others have hidden messages (focus on the “sexy” men rather than actual content of photo)

c.       For example, Van Heusen ads “show her it’s a man world” vs. Calvin Klein ads (woman is laying down & man in the shadow) – symbolizes subordination and possibly abuse

 IV.            Dolce and Gabbana & Calvin Klein examples

a.       Controversial ad shows a women being held down by a man while other men look on

b.      Glorifies gang-rape

c.       Protests in Spain; Ad eventually pulled

d.      Dolce & Gabbana defends ad: “They’re a bit behind times”

e.       Calvin Klein similar ad, women surrounded by three men

    V.            Impact on Women and Men

a.       Make women feel insubordinate, invaluable

b.      Sexual violence – picture depicts no negative consequences for victim or perpetrator

 VI.            Protests and movements against women brutality in advertisements

a.       Spain's Labour and Social Affairs Ministry: uproar in Spain over Dolce & Gabbana ad

b.      John Stoltenberg – men taking an active role against sexual violence

VII.            Media as a Scapegoat: is it okay to hurt women?

a.       “Media in Society”

b.      Gives the illusion that all women enjoy forceful sexual activity

c.       Men, or children – think that it’s ok, this is how it’s supposed to be!

VIII.            Conclusion

a.       Advertisements are becoming more and more provocative and inappropriate towards women. Industries like fashion, food and cigarettes fail to realize the negative effects of their advertisements on the public. Not only does it make women seem insubordinate and invaluable it also causes men to believe that this kind of behavior is acceptable.