The image for Duncan Quinn is to advertise suits but instead gives a poor message and reflection of their brand. A half-naked, strangled woman lying on top of the car whilst the man holds the rope presents the public with a more hostile, violent message and raises many ethical and moral concerns amongst people that may see it.

Firstly, it promotes violence, murder and abuse as the male is shown looking very powerful, in-control and accomplished whilst the woman lay there humiliated, barely clothed and presented dead. The image initially comes off rather sadistic and It may influence other gentlemen to assume this is appropriate behaviour due to it being publicly shown to support and represent a luxury and expensive brand. Suits are also mainly aimed at men so the poor message presented here is being directly marketed and presented to them. This idea of male domination over women and inequality is very old fashioned and is not well renowned or accepted in modern society so would cause quite an uproar if this was an element or image they wished to hold onto in further advertisements and presentation of their company/brand.

This image may also be very offensive to women. It depicts women as weak and controlled by men almost like slaves in both a sexual way and in society also. Although equality between sexes has come a long way since the times of The Suffragettes, there is still discrimination and inequality present; women are paid a lower wage in addition to the verbal abuse and disrespect received daily from men usually but other women also. The image is also very objectifying to women and is promoting inequality further by sexualising something that does not to be sexualised in order to promote the brand. “All history attests that man has subjected women to his will, used her as a means to promote his selfish gratification, to minister his sensual pleasures, to be instrumental in promoting his comfort” – Sarah Grimke^[1] This quote summarises the general message and feel of the image; a woman is being subjected in an advertisement to selfishly promote something towards men I.e. the suit. the advertisement also appealing to a sexual nature due to the woman being posed slightly provocatively and also barely clothed with no reasoning behind it/for it other than to appeal to men.

The idea that ‘sex sells’ is overused, outdated and unoriginal. It doesn’t really work as a ‘promotional’ feature in this advertisement especially as there is hardly a focus on the suit due to the distraction brought by the composition and sexual theme. People are unlikely to acknowledge the suit or respond to the brand positively due to this grotesque scene. It is very old fashioned and stuck in its way through the use of styling and composition in the image; it presents the brand as very sexist, violent and a believer in inequality which is not positive brand publicity.

Bibliography

[1] Lerner G, (1993), The Creation of Feminist Consciousness: From the Middle Ages to Eighteen-seventy, USA, Oxford University Press [page 162]