Rape in Fashion Advertisements: How Did This Ever Become Acceptable?

A friend of mine who reads my blog will on occasion send me articles which she thinks I might find interesting, exciting, inspiring, humorous, cute or appalling. This past week she sent me a link to a 2010 article on Bnet.com entitled Calvin Klein's "Rape" Ad Isn't Unique: How Treating Women Badly Sells Clothes.

First I'd like to preface this post by saying that I don't enjoy feeling sad. When I am witness to articles like this I am not filled with outrage but rather sadness and disgust.

The feminist movement is wonderful but it also brings forth sorrow as it exists due to patriarchy. If we existed in a world without patriarchy there would be no need for a movement.

Before I joined the blogosphere I had a dinky little blog on Myspace. This of course was back when the majority of us actually had a Myspace account.

I wrote a feminist post and one of my myspace "friends" (an acquaintance of another acquaintance) commented that I was "putting out bad vibes". He went on to say that I was being overly negative and people who do this in turn make the world negative.

I don't blog in hopes that everyone who reads my posts will agree with me. I enjoy inviting dialogue through my posts. Some agree with me and some profoundly disagree. My issue with this particular person was that it seemed his viewpoint came from a place of sexism.

In my personal experience I have noticed that there are many who declare that racism is evil but sexism and homophobia are issues that are largely ignored.

If I was truly "putting out bad vibes" with the feminist issue, and if this is something I should avoid, does that mean I should silence myself when it comes to other injustices? Sounds crazy to me.

I speak up not because I enjoy hearing the sound of my own voice, not because I love to fight (sometimes I feel downright exhausted), but because it is necessary. It is necessary to educate others and myself. Necessary to inspire others and myself. It is necessary to figure out what can be done when we're done venting.

So, what will YOU do when you are done reading this post? It's up to you.

Ok, on to the dirt.

Journalist Jim Edward wrote an article which depicts various misogynistic ads.



This first ad is an Australian ad by Calvin Klein for Calvin Klein jeans. It shows what appears to be a gang rape scene. The woman is surrounded by men, her hair is gathered in the fist of one man and another is taking off her clothes while she is manipulated in a compromising position.



This 2007 Dolce & Gabbana ad shows another gang rape scene in which the woman is overpowered by a man and other men are watching or even perhaps waiting their turn. According to the Bnet article, Dolce & Gabbana meant the ad to be an "erotic game or sexual dream."

Yes, there is some wiggle room for interpretation here but there are some things that seem vividly clear. Sex sells and our society has a long history of it.

I say that there is room for interpretation as some may view this ad as "sexy". This ad shows off the bodies of men and woman. Is the woman meant to be enjoying herself or is she being forced against her will?

I think most of us can understand that rape = bad, but what if it's consensual? Is there anything wrong with a rape fantasy? I say yes.

I have known women who have had rape fantasies but have not understood why. I have known women who can't seem to get the pesky fantasies out of their heads even though they feel guilty about them. After all, who would really want to be raped?

Fantasy doesn't always mimic reality but rape is quite extreme. My firm belief is that our patriarchal culture tells women and men that women are to enjoy sex and sexuality in a very limited fashion.

I understand that there is no billboard sign that says, "Women must enjoy sex and sexuality in a limited fashion." I get that. However, if you look around you will see car ads, pinup magazines, women interest magazines such as Cosmo, pornographic films and so much more that tells us that women are to enjoy sexuality in response to the male desire, ego, and physical functionality.

The media caters to straight/heterosexual society and to patriarchy.

The media tells us that women enjoy sex by being submissive. The media tells us that women are to be submissive whether it is in a rape fantasy or whether it spills into the bedroom where a woman thinks that a man must always initiate sex, must always position himself on top, must always feel that he is in charge of the act and in charge of the pleasure a woman feels from the act. Forget about mutual connection it's about dominance and submissiveness.



Here is another version of the same 2007 ad campaign featuring men. While historically men do not overpower other men as often as they overpower women, this ad doesn't make me feel any better.



This ad depicts what seems to be BDSM sequence where the women are abusing men. Turning the tables doesn't make this acceptable. BDSM/Kink continues the typical dominant vs submissive roles.



Journalist Jim Edward referred to this image as an "ob-gyn-in-outer-space nightmare". I'd say that's an accurate description.



Pepsi ended up rejecting this ad. I imagine they rejected it to avoid backlash. I don't have confidence that the company grew a conscience. Here a boy is giving up his precious Pepsi drink so that he can administer CPR on a helpless woman with large breasts.



Here is an ad from suit maker Duncan Quinn. This company doesn't seem to be leaving anything for interpretation here.



Here two police officers are sexually assaulting two women in the Italian clothing line Relish.

So, there you have it. Now what? I think part of positive change is just making others aware and figuring out how you feel for yourself. Start there and then see what happens.