When looking at this image there are a whole range of ethical issues that clearly haven’t been taken into account. Firstly the man holding the necktie that is around the woman’s neck is well dressed and has a pleasant look on his face. He also looks rather wealthy which immediately to the viewers shows power and authority. His overall look is quickly compared to the subservient looking woman on the hood of a car. Due to her attire the man’s wealth and power is heightened even more so due to the woman only wearing underwear. The model in lingerie has no power or authority to the viewers but instead looks more like a sex slave. The photographer and company of this image clearly hasn’t taken ethical issues into account; the image quickly shows that men of wealth will have many powers over women and become almost like their ‘toys’ due to the authority they believe to have over the opposite sex. This photograph doesn’t show equality in the slightest as the woman has been draped over a car with no clothes on whilst the man is showing no skin and holding power over the woman with the necktie that is around the woman’s neck in his hand showing inequality. This image is teaching society it is okay to treat the opposite sex with no respect or consideration if we are wealthy.

This image not only teaches women that if we have wealth we have more power over the opposite sex but also that it is okay to sell ourselves to men who have this authority over us. The photograph shows the woman has no respect for herself by lying over the top of the car with one leg up and one hand behind her head whilst she looks up at the man with her back slightly arched. This photograph teaches women that it is okay to perform this kind of behavior and these actions for men. As it is clear she is lying over a car we can only assume that they are outside, therefore the photograph isn’t only showing the model wearing no clothes but also showing that she is in a public place performing these acts. This doesn’t give women the respect that they deserve as the majority of woman would never even think about performing such an act in a public place. The necktie that the man is holding shows an act of violence as if he were strangling the woman. This throws some confusion to the viewers as it makes us rethink if the woman is alive and willing to join in with the erotic acts he wants to perform or if she is unconscious or deceased. An article from The Conservation says, ‘Representing women as sexualised, zoomorphic and subjugated beings fosters a rape culture in which treating women in degrading ways through the use of violence is considered acceptable. By communicating that it is ok to dominate, sexually touch and assault women, violent advertising representations undervalue the right of a woman to say no.’ (Gurrieri, 2016)

This quote by Lauren Gurrieri explains that adverts like Duncan Quinn promote sexual abuse through power and violence which ignores the woman’s right to say no to such acts giving them no power or confidence. This image is falsely portraying the idea of sex to younger generations showing them that it is okay to perform dangerous and violent acts towards women as this is what they’ve been taught and believe how sex works due to adverts that show such explicit images.

Gurrieri, L., 2016. The Conservation. [Online] Available at: http://theconversation.com/why-is-the-advertising-industry-still-promoting-violence-against-women-64086 [Accessed 11 November 2017].