Video: Man as an attribute of success: a scandalous advertisement for a Dutch clothing company
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
In any men's magazine, you can find an advertisement for watches, clothes or perfumes with the same concept: a self-confident successful man in an expensive business suit and somewhere against the background of a half-dressed or completely naked beautiful girl in the role of another attribute of a successful and rich life. The Dutch company Suistudio decided to change the rules of the game and make a similar advertising campaign, swapping places for men and women.
Suistudio specializes in the creation and sale of business suits for women. They called their new provocative advertising campaign simply and unpretentiously “Not Dressing Men”. Thus, the company deliberately emphasized that the appearance of naked men in the frame is a deliberate step, and at the same time reasoned.
All of Suistudio's photographs show women of different races, elegantly dressed in business suits, and completely naked men, who act as a background and are the same decoration as, for example, expensive furniture. In addition, in some photographs, the postures of men and women unambiguously indicate that women treat the present man as their "prey", as an attribute of success, as an indicator of their success.
Certainly, as you would expect, the director of the company, Kristina Barricelli, was instantly bombarded with a ton of criticism and no less supportive reviews. Christina explains the concept of her new ad campaign as "calling on viewers to rethink gender roles through advertisements that have been created over the years." Indeed, many comments on the company's Facebook page write that it is high time to draw public attention to these sexist advertisements, where a woman is simply an object. "I like the clothes and I like the irony. Oh my God, what a hypersensitive public is going now," writes one commentator, implying numerous negative comments.
"This is why people hate feminism," writes another commentator. "Nobody should be an object, no one at all, neither man nor woman." "Well, what kind of message are you sending to the girls? That a man is not a man, but just a walking wallet, or what?" "Well, what have you achieved? It's still a man in the spotlight. And you try to show a successful woman regardless of men in general." “Having weighed all the pros and cons,” writes another man, “I can say that I liked the ad. Both the men are handsome, and the suits. And everything is also remembered perfectly.”
The EIZO company, which released the Pin-up Calendar, approached the nude image in a rather unusual way. It depicts beautiful girls in frivolous poses, however not so simple …
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