Dr. C. Kay Weaver gives us insight on the topic of violence and gender relations in advertising. Weaver explains,
“Associations with violence provide a key means of targeting audiences along gender lines. Products are promoted to men as enhancing their masculine appeal – with masculinity framed in terms of strength, power, the ability to be forceful, dominant and get what you want. Violent images also play a part in how we make sense of our roles and positions in social culture.”
This advertisement focuses directly on violence towards women and male dominance. There is currently a popular trend on promoting violence within the fashion marketing sectors. In this instance the high-end clothing company duncan quinn is portraying the image of male dominance over this very seductive model. These kind of marketing ploys are degrading towards women and send a skewed message to its recipients. This photo points out how violence against women is glamorized to sell clothing in mainstream fashion.
By society accepting violence in advertisements it promotes the objectification of women. It makes the patriarchal dominance within the industry prevalent. Ideally women are supposed to be seen as equals, but the media consistently promotes ads that undermine the feminist ideology.