This ad by Calvin Klein Jeans exemplifies how media perpetuates the objectification of women that leads to violence and even rape. Instead of highlighting the product, the center of the ad focuses on a woman with little to no clothes, with three men around her grabbing her and pulling her hair in an act that suggests gang rape. The red marks on the corners of the ad appear to symbolize blood, which again help to portray the violence associated with the objectification of this woman.
Ads and commercials of this sort condone the very dangerous “rape culture” in which we live. In “Outlaw Culture,” bell hooks argues that “Within a phallocentric patriarchal state, the rape of women by men is a ritual that daily perpetuates and maintains sexist oppression and expoitation”(181). Allowing society to portray women in this fashion then sends the message that this type of violent behavior is acceptable, when it most definitely is not.
This also proves how sexual desire is represented in media, with a passive woman just allowing herself to be used as an object by the men around her. It is also fair to at least mention that men are sexualized too in this ad. Their muscled-bodies and the way in which they are acting around the woman create masculine expectations that again endorse rapist behavior.