This ad belongs to a well-known fashion brand and its aim is to show the new clothing collection. We can see on it a couple of men modeling in an erotic attitude, both accompanied by other female models in a submissive position.
In my opinion, female body is being outstanding in the ad in a completely unrelated way to the product that is being promoted. Therefore, I consider that we are in front of a discriminatory advertising case because it is contrary to women’s dignity. So my final judgment is that the advertisement is illicit.
5 comments
Leticia Pinilla L´´obez says:
Ene 21, 2014
In the present case, the only cause of unlawfulness that generates the referred poster is if the presentation of the woman has a discriminatory character or don’t have it. An advertising message is discriminatory if it presents parts of the body of a woman unrelated whith the announced product or if it presents stereotypes that suppose discrimination. In this case, it is obvious that Gucci used the body of the woman a prominent way and totally unrelated of the product promoted. In addition, the ad shows a stereotyped behaviour, in this case, the woman as an object of use for man. So, we conclude that we have a case of discriminatory advertising and unfair.
Enrique Torguet says:
Ene 22, 2014
This ad of the fashion brand Gucci presents the woman in clear position of inferiority. The man who appears in the advertising uses women as an object. Therefore, I think that also the clothes are advertised, is illegal and discriminatory to women as it is undervalued and is presented to the woman like an object. In short, it is contrary to the dignity of women and then it is illegal in Spain.
Enrique Torguet says:
Ene 22, 2014
* This ad of the fashion brand Gucci presents the woman in clear position of inferiority. The man who appears in the advertising uses women as an object. Therefore, I think that although the clothes are advertised, is illegal and discriminatory to the women because it is undervalued and presents the woman like an object. In short, it is contrary to the dignity of women and then it is illegal in Spain.
Jorge Risco says:
Ene 22, 2014
This ad is absolutely unfair because of the discriminatory character that is presented in it. Furthermore, there is an obvious aspect that we have to stand out, and that is the dominant character of this ad, in which we can see how the man is always above the woman and which suggests us that the man has the power.
hrzrjvtjx says:
Ene 30, 2017
DISCRIMINATORY ADVERTISING | observatoriojuridicodelapublicidad.com
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