I have chosen this image by Duncan Quinn, to explore ethical issues involved with this image. The first ethical issue which arose with the image was that the female model doesn’t have much modesty and could be seen as sexually exploited as she is only in her underwear. This contrasts with the male model who is wearing tailored clothing, the diversity within the picture shows the difference between models and clearly emphasises the controller from the submissive. The way the female is laying down and the male standing over her, gives the man a dominant character. From a feminist point of view it shows the man is controlling the women, this perceives that the women has less control over herself.

Looking in more depth of the image the female model has a tie around neck which is being pulled by the male model, this can be seen as domestic abuse as he is strangling her. The image can be perceived as violent and could possibly lead the audience to think its okay to exploit women. Furthermore it can the send a message that it alright for men to abuse women whilst looking smart and powerful while doing it.

As you do not see the female face it may seem that she is being strongly objectified as you only need to see her body to make a judgment, unlike the males face of which is looking straight at the camera. This image creates a fifty shades of grey feel about it for how men use women for their sexually gain and pleasure. The female has the characteristics of being a sex slave due to the pose and the submission.

Duncan Quinn is meant to be aimed at males, which sells suits and ties. You can see the products, a suit which the male model is wearing and the tie around the female neck. However the women in the image is the main point but the products aren’t really noticeable. This is a negative way to portray the models as it sends out the idea that women can be objectified. I came across blogs about the practical advert and how much controversy surrounds it. I found a blog by Sandra Winn who express her views on this advert. Sandra’s and my views correspond with each other on how the male model is the dominate and how the female is merely a object. I also found this quote by Paul Suggett, ‘Since the introduction of advertising many centuries ago, women have been objectified, and in some instances, insulted or degraded’, the advert by Duncan Quinn supports what Paul Suggett said by not showing the female with respect.

This image also brings up body image issues, other women may look at themselves in a negative way after seeing this advertisement, by looking at the model and her body. This will make them feel smaller and less respecting of themselves.

References:

Winn, s. (2008). Disturbing Sexists Ads: Duncan Quinn Suit Campaign Depicts Strangled Woman. Available: https://www.trendhunter.com/trends/duncan-quinn-suit-ad-depicting-strangled-woman. Last accessed 5th Dec 2017.

Suggett, P. (2016). The Objectification of Women in Advertising How Advertising Often Treats Women as a Commodity. Available: https://www.thebalance.com/advertising-women-and-objectification-38754. Last accessed 5th Dec 2017.