This is a photo taken from the official Instagram account of DKNY. It shows an ad that is placed in front of a store of the brand. DKNY is usually preferred by middle aged women, but we know that DKNY is trying to attain a younger target customer, thus they have been using young and popular models in innovative campaigns. However, this one is a little over the top. It is a type of ad that would appear in the documentary Killing Us Softly by Jean Killbourne, since it makes “being a bitch” look like it is something cool and affecting the perceptions of how a girl should behave in order to be accepted by the society. The ad makes one think “ is being a bitch something that we should strive for and should we buy DKNY clothes for it?” Considering Samuel A. Chambers’ idea of media’s role in “producing and reproducing the norms of gender and sexuality,” this is a very dangerous ad for society, especially for young women who are trying to form their identities. photo
Chambers, Samuel A. “Heteronormativity and the L Word.” Reading The L Word: Outing Contemporary Television. By Kim Akass and Janet McCabe. London: I.B. Tauris, 2006. 81-98. Print.
Kilbourne, Jean. “We Are the Product.” Can’t Buy My Love: How Advertising Changes the Way We Thing and Feel. New York: Touchtsone, 1999. N. pag. Print.