Marketing was using Women since long ago..

But “Marketing that uses violence against Women to sell a product”..?

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Last week, a pair of proposed ads for Ford India — produced by ad company JWT and, allegedly, posted to the Ford website without Ford’s explicit permission — made the internet rounds, provoked outcry, at a time when India is under fire for its treatment and portrayal of women following a series of sexual assaults and subsequently elicited an apology from Ford.

Two proposed Ford India ads — both depicting women bound and gagged in Ford trunks.

Adv 1- made for Ford but was rejected by Ford India


Adv 1- Italian prime minister Silvio Berlusconi has roped himself three scantily clad women.

The tagline: “Leave your worries behind with Ford Figo’s extra-large boot.

Adv 2- was also rejected by Ford India

Adv 2- Paris Hilton has tied up the Kardashians and stuck them in her boot.

The tagline: “Leave your worries behind with Ford Figo’s extra-large boot.

*The ads were never published commercially.

But the entire concept was mind-bogglingly dumb in this country with a series of horrific incidents of sexual assaults against women.

And they have struck a nerve as India institutes new rules to protect women following a series of high-lighted gang rapes.

Violence against women in India has been all over the news since last December following the horrific gang rape of a young woman who had the audacity to take a bus. She died from her injuries, sparking protests across India. So now when I tell you Ford has had to apologize for ads created by JWT India that depict women tied up in the back of a Ford Figo, you won’t be quite so surprised. The ads never ran, but were picked up when the Internet, always on the lookout for something to be offended about, found them on Ads of the World.

It’s a welcome surprise, then, that the recent Ford India ad provoked so much outrage when earlier ads of its ilk went unnoticed. It just might be an indication that sexist, violent ads like those seen above — while bound to pop up again from time to time — are largely becoming a trend of the past.

For those who say some people are just too sensitive to hilarious cartoon violence against women, let me explain a few things-

(by Katie for buzzfeed):

1) It’s not less violent because it’s a cartoon.

2) It’s not less violent if the violence is perpetrated by another woman.

3) It’s about time people got upset over casual violence toward women, which is all over the place. The sad thing is that it has to be triggered by extreme events for people to notice what’s been there all along.

4) Yes, there are ads that show violence against men (though they’re a lot fewer). No, people are not saying violence against men is acceptable in ads just because they’re saying violence against women is unacceptable.

5) Yes, it’s obviously intended as a joke. But jokes exist in context, and right now, it’s really, really, superbly unfunny. It’s just too bad for Ford that the brand will suffer for ads it didn’t even approve.

enhanced-buzz-8875-1364308185-4

Advertising agency that created artwork depicting women tied up in the back of a Ford has fired some of the employees responsible for the images

Ford India said it regretted the incident and called the images “contrary to the standards of professionalism and decency within Ford,” adding, “We deeply regret this incident and agree with our agency partners that it should have never happened.

The Apology

We deeply regret the publishing of posters that were distasteful and contrary to the standards of professionalism and decency within WPP Group. These were never intended for paid publication and should never have been created, let alone uploaded to the internet. This was the result of individuals acting without proper oversight and appropriate actions have been taken within the agency where they work to deal with the situation.

Ford, India

The ads were not approved by Ford, according to Business Insider, adding that the agency made the mock ups and posted them to website Ads of the World without approval. (They have since been removed.)

Ford India ads — both depicting women bound and gagged in Ford trunks — forced an apology from the company, but marketing that uses violence against women to sell a product is hardly new.

Women in fashion ads were frequently tied up

Women in fashion ads were frequently tied up

Excerpts of a nice article written by Katie is given below taken from buzzfeed::
The ads — one depicting former Italian Prime Minister Silvio Berlusconi at the wheel of a car with three of his so-called “Bunga Bunga girls” bound and gagged in the trunk, the other with Paris Hilton driving another Ford car with the three eldest Kardashian sisters tied up in the back — are offensive, sexist caricatures. They were rightfully prevented from reaching publication, but many, many other ads far more offensive and graphically violent than these — featuring real women, no less — made the pages of fashion magazines and department store windows on a regular basis in the later aughts. Fashion brands in 2005-2010, especially, took the view that there was nothing sexier, apparently, than a well-accessorized abused girl.

Women in fashion ads were frequently tied up:

1. Women tied up

A 2009 ad for Italian clothing company Relish.

A 2009 ad for Italian clothing company Relish.

2.

This 2009 ad for Max shoes comes from Switzerland.

This 2009 ad for Max shoes comes from Switzerland.

3. Women were choked:

A 2008 ad for Duncan Quinn, seller of men's suits.

A 2008 ad for Duncan Quinn, seller of men’s suits.

4.

An ad for Valentino, 2010.

5.Women were held down:

This ~2006 ad for Sisley apparel.

6.

A 2007 ad for Dolce & Gabbana.

A 2007 ad for Dolce & Gabbana.

7. Women even murdered

This spring 2006 advertisement comes from Jimmy Choo.

This spring 2006 advertisement comes from Jimmy Choo.

8.

A Cesare Paciotti shoe ad from ~2005/2006.

A Cesare Paciotti shoe ad from ~2005/2006.

9.

In 2009, Barneys of New York featured this window display but they eventually took it down after complaints.

10.

An ad for Louis Vuitton shoes — endangered women in shoe ads is clearly a trend unto itself.

An ad for Louis Vuitton shoes — endangered women in shoe ads is clearly a trend unto itself.

A Shanepedia Compilation

https://shanepedia.wordpress.com

shanepedia.archives@gmail.com

Along with thanks and compliments to the sources for the shared data

buzzfeed, adweek, fordindia

Creative Commons Copyright © Shanepedia 2012

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16 responses »

  1. P.P. Panigrahi says:

    Jo aurat ko ek vastu matra samajhte hain unke liye aurat ko marketing ke liye use karna koi badi baat nai..(Hindi)

    Punya Prabha

    Like

  2. kanti says:

    Aurat teri yehi kahani……….

    Like

  3. Shane Wixted says:

    No surprise really, the treatment of women in India is appalling, they are treated like animals its disgusting.

    Like

  4. Shane Wixted says:

    Its unbelievable, I recently read that a generation of women have been lost at birth in India as the fathers of these children only desire male children as they can earn an income for the family.

    Like

  5. Denise Friary says:

    The Ford company should sack the idiot who came up with this advertisment. The world is a sick place full of men who are sex offenders.

    Like

  6. caroline morley says:

    Disgrace women being portrayed this way it’s 2013 !!
    Totally outraged and insulted to think someone can think this way to try and promote a car for gods sake what is the world coming too !!

    Like

  7. caroline morley says:

    And, they’ve achieved significant advertising through this. We are not stupid. I think It was purposefuly leaked.

    Like

  8. Arthuer William Anker says:

    Pretty exaggerated advertisement if Ford claims Kim Kardashian will fit in the boot of one of these cars.
    The back bed of a Ford 350 pickup truck might be more realistic .

    Like

  9. whistleblowerone says:

    I think this is the article Shane is referring to: http://www.economist.com/node/15606229

    Like

  10. Reblogged this on whistleblower One and commented:
    Two proposed Ford India ads — both depicting women bound and gagged in Ford trunks — forced an apology from the company

    Like

  11. whistleblowerone says:

    It is enshrined in the UN charter that member states are to promote equality of treatment without regard to gender.. Now it need to do much more..

    Like

  12. This is really interesting, You are a very skilled blogger. I’ve joined your feed and look forward to seeking more of your magnificent post. Also, I’ve shared your site in my social networks!

    Like

  13. Shahnawaz says:

    It’s an extremely offensive ad.

    And misogyny is so rampant in
    Indian society that we don’t
    even see the issue with having
    women bound and gagged in
    the trunk of a car.

    It’s thoughts like these that lead to attitudes that women ‘deserve’ this
    treatment that ultimately leads
    to rape, it is related.

    Advertising not only reflects
    public thought but also plays a
    very important in forming it.

    This is just reiterating horrible
    stereotypes.

    Like

  14. N A says:

    Women’s need to be offensive towards suspecious persons…

    Like

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