Within a culturally educated society, striving to achieve gender equality, this advertisement for Duncan Quinn clearly undermines some of the basic moral and ethical issues surrounding sexual equality. Throughout history the fashion advertising industry has repeatedly shown images and campaigns with sexist connotations and views to help sell the notion that women are ‘weak’ and are in need of a man’s guidance to domineer and control us.

Investigating him as an individual I found that Dunncan Quin is portrayed as no different from the man in the photograph even in the ‘About’ section in his own website ‘He’s also been known to throw the occasional party, indulge in the odd cheeky lunch, drive too fast and enjoy life just a little too much in the company of his friends’ this suggest he’s a stereotypical ‘womaniser’ that shares the same male chauvinistic views as portrayed through his advert.

The advertisement shows the disturbing image of a young attractive woman, in nothing more than her underwear, being dragged, by a tie around her neck, across a car bonnet, as if she were no more than a sex object, by a well-dressed man in a suit. The expensive looking suit and pocket square handkerchief suggest he’s a wealthy man and the sports car gives the notion that he’s accustomed to an exciting and expensive life style. The man’s blatant eye contact with the camera suggests he’s proud of what he has done, and he has no problem with the act of dehumanizing women as no more than an object of his amusement and sexual arousal. ‘no we are not merely lifeless mannequins that can be fucked or positioned however you please’ states Namata Sherinah from her article on ‘The Sexual Objectification of Women in Fashion Media: A Contemporary Cultural Perspective’.

As you can see in this photo the woman’s face is hidden and out of view so as to give her no identity or power and the almost lifeless stance as the tie is pulled taught around her neck almost suggests that she has no will of her own and is being completely dominated by the male figure pulling her towards him. This antiquated and stereotypical portrayal of male dominance over obedient women is old-fashioned and should play no part in today’s society. Any attempt at its reprisal – such as advertising campaigns like this – should be squashed instantaneously.

However, with quotes like ‘Sexy is fashion. If it is not arousing and sexual, it’s off vogue.’ doesn’t help the feminist cause. This quote suggests that to gain the public’s attention and to sell magazines women need to be seen showing some skin or be in a sexual pose as like in this advert.

Whilst many may agree with this statement I believe that the very fact that there’s an uproar every time the fashion industry is seen dehumanizing women proves that society doesn’t agree or support this notion and our society, whilst celebrating the differences between men & women, still strives to achieve a more balanced and ethical approach to gender equality.

Bibliography:

Sherinah, N, ‘The Sexual Objectification of Women in Fashion Media: A Contemporary Cultural Perspective’, Available from: http://www.kas.de/wf/doc/kas_21095-1442-2-30.pdf?161206174939

http://duncanquinn.com/