Television commercials or print ads are often created with unconventional creative strategies that may not directly relate to the advertised product or service. Ad agencies defend these ads by arguing that they are innovative and can help stand out in the crowded television and magazine landscape. It is important to assess the advantages and disadvantages of this argument. It is also crucial to find an example of an unusual commercial or ad and discuss its effectiveness. For instance, a controversial advertisement published in the March 2007 edition of ‘Esquire’ magazine in Spain and later in an Italian fashion magazine caused outrage among feminist movements, politicians, and the media. Critics argued that the ad appeared to endorse social acceptance of gang rape and violence. Ultimately, due to mounting criticism, D&G was forced to pull the ad off the market a few months after its release.
Stefano Gabbana, as cited on www.hammeruncut.com, explains that the initial intention of this advertisement was not to degrade women or promote rape, sexual abuse, or violence. Instead, it aimed to evoke the concept of an erotic dream or sexual game. Whipple (1992) asserts that using the portrayal of women as sexual objects for marketing purposes has been a common strategy for many years. Considering this perspective, one may question why this advertisement is seen as particularly unique. Is it merely one of numerous advertisements that dehumanize women?
The team behind this advert successfully implemented a traditional marketing tactic (sex) in a unique manner. What sets this ad apart is the company’s bold approach in pushing the boundaries of sexual themes to align with their marketing goals. Additionally, D&G utilized the taboo subject of rape, which is widely considered inappropriate in present-day society, to bolster their brand image. It’s not just about the content itself, but also how it was presented.
As later analysis will reveal, this advertisement aims to attract a specific audience through subliminal messages. Going too far and disregarding ethical and moral limits, the advert raises the question of why D&G would associate their brand with such a shocking campaign that revolves around the sensitive topic of rape. Could it be an unsuccessful attempt to appear daring and unconventional at the cost of damaging their reputation? It is important to note that the advertisement does not prioritize immediate sales by promoting any specific D&G product, price, or promotional offer. Instead, it aims to convey the concept of fashion as a whole.
The main objective of this advertisement was to introduce the Spring-Summer 2007 ready to wear collection. Additionally, the advert aimed to communicate the brand on a subconscious level. According to Steve Hall (2007) in Dolce & Gabbana Ad: Cartoonish Edginess or Gang Rape?, the ad portrays a questionable image that doesn’t need to be perpetuated. However, some argue that the ad’s exaggerated cartoonish style in an attempt to appear edgy is harmless and easily overlooked in the artificial world of fashion magazines. [1] In my opinion, this advertisement goes beyond just communicating controversial art in fashion. Belch & Belch (2009. 122) note that advertisers are aware that consumers use selective perception to filter out irrelevant or unwanted advertising messages. Therefore, they employ various creative tactics to grab their audience’s attention. D marketers used creative tactics, such as superimposing the company name in a large font in the middle of the scene, to ensure their message stands out.
In addition to targeted advertising, D employed subliminal advertising to appeal to consumers’ subconscious. A successful IMC strategy requires a deep understanding of customers and the identification of their market segment (demographic), as a product cannot cater to all consumers universally. D targets various demographics, including young men and teenagers, middle and upper-class professionals, metrosexual couples, and individuals employed in artistic and innovative industries like interior design. What is the reason for these specific categories to choose D products? What benefits do customers perceive when they purchase D products?
Marketers are targeting teenagers and young men who struggle with socializing with women. This advertisement emphasizes that using D products makes socializing with women effortless and attractive (Women will be attracted to you!). The contrasting black box and white opening symbolize a bold and rebellious mindset. The advertisement challenges viewers to think creatively (lateral thinking) and encourages them to examine the deeper connotations behind the provocative rape scene.
The use of a background with clouds creates a sense of paradise and suggests that the woman is giving her consent. This implies that the experience is not rape, but rather a heavenly encounter. This concept may attract metrosexual couples. D is expressing that they serve individuals who are open-minded, represented by the white opening. Some may argue that the intention behind using these images was simply to appeal to a larger audience and generate discussion about the brand.
The media gave this advert a lot of attention and it can be found in various articles online. Interestingly, even though D removed the advert from the market, it still remained present thanks to media coverage. This resulted in free advertising for D as a result of the media indirectly promoting the company. In an interview with the Spanish press, Stefano Gabbana insulted consumers by stating that they would only withdraw the photo from the Spanish market because they believed the consumers there were behind the times. This type of advertising could potentially offend current customers and cause them to boycott D’s products and switch to other brands. It could also negatively influence prospective customers and lead them to choose other brands instead. However, it is possible that the company is trying to convey a different message – that they are cutting-edge and appeal to creative, inventive, different, and futuristic customers.
D&G is inviting individuals who feel different and misunderstood to join their ‘community’. The message being conveyed is that D&G understands and embraces the unique experiences and perspectives of these individuals. It can be argued that the messaging employed by D&G is metaphorical, symbolic, and complex, making it accessible primarily to individuals with a background in advertising. From my perspective, the advertisement is specifically tailored to target their intended market segment.
Additionally, the use of subliminal and selective tactics has been effectively employed. In my opinion, it is often underestimated how people can interpret and decipher hidden messages. Ironically, this advertisement is focused on building the brand. The references for further reading include Whipple, T. W. (1992) in Advertising and Popular Culture: Studies in Variety and Versatility (p134), Belch, G. E., & Belch M. A. (2009) in Advertising and Promotion: An Integrated Marketing Communications Perspective, and Lamb, C. W., Hair, J. F., McDaniel, C. (2009) in Marketing. Online resources include Hall, S. (2007) on the Dolce & Gabbana Ad: Cartoonish Edginess or Gang Rape?, and a Controversial Dolce & Gabbana ad.
