Duncan Quinn

Duncan Quinn, is a well-known tailoring company in the USA. By looking at some of their ads, such as the one below, they sometimes tend to use women as a symbol to reinforce the effects their products have on the consumers. This specific ad, is openly showing a well-dressed middle-aged man, pulling a young lady in her lingerie across a bonnet of a car. I believe it is clear to state the obvious, this image shows many ethical issues which need to be tackled. This photograph is both sexists and completely inappropriate; not only could this be provoking the idea of rape and sexual slavery, but what looks like a smirk on the man’s face and looking at the camera confidently may give some the relief that it is fine to do such a thing. The woman is clearly not in control, showing that she probably cannot defend herself from this situation. The fact that she’s also in a public place would make it even more unlikely that she has made the choice to do such a thing. This imagery is completely exploiting the female figure, as if to represent that she’s a dog on a leash, or even worse; an object that can be dragged around and controlled by men. By just concentrating on the fact that she has his tie round her neck is discomforting, but when you notice that there’s a man holding on to it, just makes it a horrifying and a disturbing piece of imagery to look at.

Being in the 21^st century, where most of us like to believe that gender inequality is being fought for and becoming scarcer in the developed world, this imagery contradicts all that we stand for. It takes me back to when women had no rights to even vote, back when they were housewives and slaves to their men.  There is no space for equality in this photograph, it evidently states who’s got the power and there’s no way round that.

Duncan Quinn as a label is almost sparking an idea to the viewer, that if you wear their products you will be able to control and ‘hunt’ women. It is reinforcing the ‘male dominance’ and the idea of men being superior to women; that any women will surrender to man who wear their suits. Not only does this image shout out sexual aggression and violence, but is also emphasises the male stereotype, that men want women, sex and power and that that’s what all men are like.  The fact that there is a photographer behind this image and the fact that they are showing it is acceptable to some extent, makes me think about what this brand is really all about.

‘Women are put on display like pieces of commodities or ‘merchandise’.  One can say that it sells like peanuts. The more nudity or sexual reference depicted, the greater the sales generated in an exploitative and profit-driven media industry.’ (Le Mauricien: 2013) this quote, from the article: Women as sex objects, 2013, is showing the fact that in our society the more naked and perceived as sexy women being shown in adverts, the more likely it is for a company/brand to sell their products. But if it’s the women who reinforce the sales, it is either to attract men to want them, or to make other women have the desire be like them and have the ‘ideal’ body/face. So, what message are we sending to the younger generation? That its ok to have half naked women everywhere as if they were selling themselves and showing a desire to be wanted and controlled by men?

Advertisement such as this one should not be seen acceptable in this day and age. You shouldn’t have to show a sexual and harmful environment in order to sell your products and be successful as a whole.

• Oonaizah Peerbux B, 15^th March 2013, Le Mauricien: Women as sex objects, http://www.lemauricien.com/article/women-sex-objects