This MTV ad was featured in the Portugal media this past year. The point of the advertisement was to convey that safe sex is essential. Without using a condom or some other form of protection, it is like shooting a vagina. In some respects- this is brilliant. Counter violence with violence. The point that they are attempting to illustrate is very true. If you don't use protection you are putting yourself at risk for STD's and pregnancy. My question is this- is this really the best way to advertise this idea?
This image, though unintentional as it may have been, reinforces the idea of violence. Why? Because this actually happens to women. Sadly, pointing a gun at a woman's genitalia is not uncommon. Women around the world are notoriously known to be sexually oppressed and the most at risk victims of domestic violence. In a sense, this advertisement is right on. It makes a statement. It sums up rather shockingly the risks that women face just for being women.
While the intent of this advertisement was to promote safe sex it also reinforces the idea that women are submissive and let it happen to themselves. I find it interesting that the advertisement implies that sexual safety is in the hands of the woman. WHAT? Okay it takes two. Therefore, two people need to be in charge of the safety and consequences of sex. God forbid that the man has to go buy his own condoms or ask the girl if she is on the pill. He is the gun- he is the danger. Hm. If there were another advertisement that was reversed with a mans legs spread wide open and a woman pointing the gun, there would be a sense of sexual equality. That is fair. That is normal. Women are sexual beings too. Not just men. Women need to be in charge of their own safety just as much as men do.
I actually think this advertisement is brilliant in some ways. For it to be more relevant and powerful, there needs to be a counterpart advertisement (as described above). MTV is known for the shock factors portrayed in their advertising campaigns. If you are going to use shock measures- then at least make them meaningful. Don't half ass it.
Kendall, you hit it perfectly when you said that this advertisement implies that men are violent and that safe sex is purely in the hands of women. That is my EXACT thought upon seeing this image. And that it has rape-y undertones that are just creepy. I don't give a shit that MTV tries to be shocking. MTV is a lame sell out channel. The only thing I disagree with is your assessment that if they wanted to be fair, they would have the woman pointing the gun at the man's genitalia. I think either way it is a poorly executed advertisement. Agree to disagree. I know you like your shock and awe! lol. MISS YOU!
ReplyDeleteP.S. how flat is that chicks stomach??? Her thighs are perfect. Of course she is skinny.
ReplyDeleteI felt very sick to my stomach when I saw this advertisement. My first reaction wasn't: oh safe sex, right...it was: what the heck?
ReplyDeleteNot only does it promote violence against women (unintentional or not) but it also sexualizes it, which is disgusting.
turning the human body, male or female, into objects, like this ad does is plain wrong. it's sickening. a counter ad showing a gun pointed to a guy's groin area is NOT the answer, the answer is to not have such ads at all...
ReplyDeletethe woman, who is a human, is dehumanized in this ad. There's no face so there's no identity...as someone commented above, her backwards leaning torso indicates violence and her open legs sexualizes it...all of which is just plain wrong