It all started when I was doing research on women and images. I read lots and lots of women’s magazines.
I lost my will to live.
Seriously, I just didn’t get it. The models looked bored at best, in pain at worst. Fashion ads were the biggest offenders. Fashion photographers call these women beautiful models. I call them raccoons with a heroin addiction.
But I persevered. I find the study fascinating. So I went to view the Clio awards in print to see what images targeted at women were winning awards.
I lost my will to live . . . again.
Take a look at this award winner:
My first reaction was, “There’s a headless woman with a steel rod though her body. YIKES!” My next reaction was, “So, men are human enough to at least have balloon heads, but women are objects that don’t even deserve balloons?” (Stay with me here. It sounds bizarre, but I’m just giving you first impressions.) But then I thought, “Well, it’s probably a men’s fashion ad, so it doesn’t really matter.”
Then I saw that it is an ad for “womenswear.” This was an ad targeting women? So, I looked closer and realized the woman didn’t have a steel rod jutting through her body, she had a pin coming out of her body. (You simply cannot make this stuff up)
OK – I’m dying to ask – what is the message of this ad? What is the ad saying to women?
“Wear our clothes and pop men’s heads like balloons” (Yeah, you’re right. Too literal.)
“Women who wear our clothes can control men”
“Get men’s attention”
“You’re in charge”
I honestly have no idea what message the ad is trying to convey? What do you think?