How Far is too Far?

HOW FAR IS TOO FAR?DOLCE AND GABBANA ADVERTISEMENT ANALYSIS

D&G BACKGROUND*Been designing clothes together for three decades*Started off as a couple, inspired their designs*Both Italian*Not afraid to push the sexual envelope with their campaigns*Have had controversial ads released since they first started*Thinks that sex sells

WHAT DO YOU SEE?Male dominanceObjectification of womenMale powerIntimate positionsOffensiveSuggestive positionsViolenceDegrading

WHAT DOES D&G SAY?*They see nothing wrong with the image*Has nothing to do with real life and is an artistic expression*Has nothing involving male dominance, “It’s an erotic dream, a sexual game.”*They say Spain, who protested for the ad to be pulled, is “simply out of touch.”

PROTESTS AGAINST AD*National Organization for women joined women’s groups in Spain, Italy, and U.S. in protesting image.*Fashion critics called ad gross and tasteless*Spanish government and Spanish woman’s institute started Spain’s protests*13 Italian senators objected to ad*D&G eventually pulled the ad from various publications due to protests

WHAT IS THIS AD ACTUALLY TRYING TO SELL?

GUESSES?

TEXT & IMAGERY*Left to write, where our eyes read from.*Front and center, yet very faded*Cloud back ground, seen as dreamy to audience*Levels; some models are higher up, some are lower, make eyes wander*Set up; looks somewhat like a stage

All do this to pull in audience and get more consumers

MODELS*Flawless models, often used in advertisements*Perfect body figures*Smooth, tan skin*Audience sees perfection and thinks buying their clothes will help them achieve that *Designers of this ad wanted people to see D&G as a vision of perfection

DOES SEX REALLY SELL?*Still continue to use ads with sexual imagery*Since 2007 companies revenue has increased by 21%*Other companies do the same:Calvin Klein, Valentino, Jimmy Choo, many more.*Not only do ads use sex to sell things, so does movies, tv shows, designers, and other media outlets.*Sex is becoming a prominent way of selling things and has increased over time.

What do you think is too far?