Pushing the Limits

One of my favorite websites, Jezebel, points out interesting or degrading ads that we should be aware of. The other day, I came across a post about this Dutch clothing company for men.

http://jezebel.com/5677811/advertising-that-will-make-you-want-to-shut-your-legs

I am horrified! These ads are just so strange. They don't seem like real people and in fact, the whole campaign is rather cheesy. But even more, the messages are so blatantly sexist and obvious that it's a shame that we don't get more riled up about this.

The fact that the campaign is also titled "Shameless" adds another message. Being rich and elite is not enough anymore, being those as well as being shameless is the new thing. This message tells men, "As long as you are wearing a 259 euro suit (aka something around 400 American dollars?!) you can get away with looking up some chick's dress and still be 'respectable'." As for the woman, we are generalized as a being objects for men's viewing pleasure only. Men and women in advertising no longer interact. They simply stare or fondle. It's hard to come by advertising that shows the two sexes just talking. It always has to push the limits.

Photo: http://skittishskies.com/wp-contents/themes/bigfeature/library/timthumb/timthumb.php?src=/wp-contents/uploads/2010/11/Suit_Supply_Shameless.jpg&w=568&zc=1&zcp=1