And each time we have exciting new technologies, advertisers repeat this same stayed approach. From magazine advertisements in the 70s to manipulative internet ads in the last decade, the media has repeatedly preyed on and used women and girls to make a profit – and we often laud them as being “innovative.”
Jennifer made Miss Representation, and started MissRepresentation.org, to expose and challenge exactly this kind of advertising and media. It is dangerous to ignore ad campaigns such as Zappos, especially because they are so subtle in their effect.
It isn’t just that the women are naked. It’s the way in which the ad positions the naked models. They are on display, meant to sell not clothes, but sex. It’s a blatant attempt to commodify the bodies of these women –literally turning them into objects, which we can then ogle (as men in each advertisement do) and even decorate. It is, again, not the first time this has been done. And it won’t be the last.
Unless we do something about it. Our organization has launched a petition at Change.org to raise awareness and ultimately ask Zappos to reconsider their advertising strategy.
Moreover, we are using the very same technology, QR codes, to spread the word about the campaign. Proof that being “creative” doesn’t require the objectification of women. If you scan this image below, it will take you to our petition:
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