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Critical Media Response

Introduction

The print advertisement of Dolce & Gabbana shows a half-naked man on a half-naked woman. There are also other men in the print ad. They are also intending. The print ad needs to show the attire of Dolce & Gabbana that is sold in its stores and at other places. However, the ad shows gay men trying to mishandle a pretty girl. The advertisement has high sexual content. The man is stooped on the woman and is falling on her. Furthermore, he is also engaging in coercive sexual affront where the woman or girl does not appear to be giving her consent to the man, especially in the presence of other men. In this way, the gang of three men is expected to engage in a gang rape of the woman. However, this could as well be false as the print ad is showing sublimation and deceit. There is controlled sexual content where it is not sure whether the sexual act will occur or not. Hence, the sexual content is latent, yet conspicuous. The ad maker has tried to baffle and confound the viewer. The sexual content is there, but it tends to discount the sexuality shown in the act and the photography of the scene. The ad is given in Appendix-I.

Critical Analysis of the Ad

It is necessary to analyze this print ad by Dolce & Gabbana and look at its context in current media. It becomes clear that the print ad of Dolce & Gabbana is full of sexual content. It shows a half-naked attractive woman lying underneath a stud who also wants to rape her, perhaps. In this way, the text shows the girl under duress with three men having gotten her and trying to use her for their nefarious designs. The intent of the woman is not shown in the ad, and the expected focus on the clothes of the models is also not present.

The sheer showing of sexuality in the print ad indicates the overuse of sexual appeal. The real purpose of the ad which was to show the clothes manufactured and sold by Dolce & Gabbana appears to be lacking. On the other hand, the need to show the sexual content has overtaken the choreographers which have made the real product being sold go sublime. Hence, the artists have used sublimation to create the vital advertising effect.

Furthermore, there is currently a surge in the media depiction of homosexuals as normal people, rather superior (Gamson 362). Under this view, the media essentially exposes gays and lesbians as better and normal people who are part of our daily lives. In this way, the media tends to champion the homosexuality (Gamson 361). Likewise, the given print ad also shows men and the woman who appear to be more homosexuals than heterosexual. Still, they are mimicking heterosexuality in the ad. It is clear that such idolization of the homosexual also strongly affects the teens, especially the teen girls (Currie 455-56; Brown, Steele, and Walsh-Childers 3-4). These teens ...