The Reality

I have dedicated the Media and Ads section of this website to showcasing empowering and positive advertisements. I believe that the media and well-known brands can influence people consciously and subconsciously and make a positive difference. I am also not naïve and I realize that not all brands are as forward thinking as Nike, Dove, Always, Pantene and sometimes it can seem like we take one step forward and two steps back when it comes to advertising. I am aware that these brands are ultimately trying to sell their products and often will do what is necessary to do so; which can include controversial ads that were created with the intention of going viral to get people talking. A close friend of mine so eloquently stated the following and it is something we need to keep in mind when viewing advertisements.

“With regards to advertising, at the end of the day it is still advertising which is built upon the idea that your life is not good enough and they try to elicit you to buy things. So while it is very commendable that brands like Pantene and Dove and Always are doing the right thing, that needs to become the majority and not minority and these brands need to not capitalize on the fact that I want to buy their products.” – Meghan B.

I came across a very disturbing article this past week. Business Insider published, “These modern ads are even more sexist than their ‘Mad Men’ –era counterparts” and the author compares ads from the 1950’s and 1960’s to ads from today. What is disturbing is that these recent ads are incredibly offensive, inappropriate and exactly the opposite of what I have been trying to promote through my final project at Gonzaga.

This is a modern Valentino Ad, representing a man walking all over over a woman

This 21st century ad visually states that women belong under men's feet

I am not sure how these ads are still getting made but I think it has something to do with the fact that according to the Center for America Progress, women make up only 3% of the creative director positions in the advertising industry. I want to believe that companies are creating positive advertisements to empower women and help shift the social perception to create change for women in the workplace but I know their primary goal is to make sales. Regardless, I am still thankful and impressed by the increase in positive advertising campaigns and I do believe these ads are influencing and helping create change for women. The other advertisers should be ashamed of their tasteless ad campaigns and as a result I can promise you that I will NEVER buy a Valentino product because of this inappropriate ad.