There are advertisements all around the world that sexually exploit parts of the human body and other controversial tactics to receive incredible amounts of attention. An advertisement team from an Indian marketing agency decided to release a highly controversial advertisement for the release of the new Ford Figo. This advertisement depicts the oversexualization of women in media and covers the topic of sexual abuse as the picture has potential for further analysis. The personas of the characters in the advertisement also lead to other significant and controversial issues in advertising in the modern-day world. The advertisement accurately shows the existing hyper sexualization, objectification, and abuse of women in the media; alongside the …show more content…
The advertisement was meant for the new Ford Figo that was released at the time. The creators of the advertisement stemmed from the marketing agency stationed in West-Asia known as JWT India. The digitally drawn picture that was intended to publicize the newly announced Ford Figo (at the time) had two other versions. The ad was constructed in such a way that the perspective of the viewer would be looking through the trunk of the Ford Figo. In the front of the car, there is a character looking back, from the driver’s seat, displaying a smile or smug facial expression. The most significant part of the advertisement are the people in the trunk of the car. In all the variations of the ad, there are three people that look incredibly distraught. The people crammed in the trunk y are sitting uncomfortably, bound at the hands and feet with rope, and either gagged with a ball and string or with duct tape. The bottom of the advertisement also advertises the trunk of the car with the slogan “LEAVE YOUR WORRIES BEHIND With Figo’s extra-large boot”. The slogan for this car ad might have been an attempt at some comedic effect, but ultimately desensitizes the disgusting nature of the themes …show more content…
The character in front is supposed to be a portrayal of the former, 50th Italian prime minister, Silvio Berlusconi. The people in the trunk are three beautiful women that are dressed incredibly scandalously. They are gagged at the mouth with some sort of ball mechanism, all three of the women also have angered and scared facial expressions; one of the girls also has a tear running down the side of her face. Though the women are unidentifiable as anyone, they play an important role. The women are used as way of regarding the many legal problems involving sexual interaction that Berlusconi has been associated with in his lifetime. Silvio Berlusconi “charged with paying for sex with nightclub dancer Karima El Mahroug (also known by the stage name Ruby Rubacuori) between February and May 2010, when she was one year below the legal 18 years age-limit for providing sexual services.” The advertisement blatantly exhibits a few controversial topics. First, women overly sexualized with focus on their enlarged breasts and astonishingly revealing and provocative clothing. Exaggerated body figures and cleavage are ways that advertisers control their audience to sell using sex appeal; just as JWT India did in this ad. The hyper sexualization of women is seen throughout a significant portion of existing advertisements, ranging from those of the past to present day advertising.