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Tell Gucci to stop dehumanizing women of color!
CEO: Susan Chokachi
Phone: (877) 482-2430
Gucci America, Inc.
685 Fifth Avenue, New York, New York 10022
Editor in Chief: Roberta Myers
Phone: (212) 903-5000
300 West 57th Street
New York, NY 10019
Hello, Room Service? I thought I ordered the leg of lamb.
Questions to Consider:
- Who is the main focus in this ad?
- What is the white woman doing?
- What is the black woman doing?
- Who do we see more of?
- Who seems like more of a human being, the black woman or the white woman?
- What’s up with those gold metallic gloves, anyway?
What We Think:
Here we have an example of turning women into objects. But this one is a double whammy. Not only is the woman on the left just a pair of feet, but she is practically an accessory to the woman on the right. While it’s a little hard to tell for sure, it looks as the woman’s legs are attached to the phone cord. Even if that’s not the case, she certainly doing a spectacular job of decorating that table.
By turning people into accessories, we dehumanize them (take away their humanity). This ad shows a clear difference between a subject and an object. The white woman in this case is the subject. We see her face and the expression she’s making: She is the center of the ad. The creative director here objectifies the black woman by showing just her feet and posing her as a decoration. This takes away any possibility of her being equal to the white woman. Racial representation in the media is lacking as it is, and this setup is not what we’re going for when we demand diversity in advertising.
— Colleen Sparks
Where We Saw It
Elle Magazine. April 2016 issue.