Bound & Gagged Ad Analysis

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Sexual violence against women in social media is not a new concept, nor is it shocking when used as a selling point in the market campaigning. Ford released a “mock up” ad that directed itself to the Indian car market, however it was not for publication and the image sexual violent nature caused controversy. The ad itself shows the audience looking into the car from the opened trunk door of a Ford Figo. An older male is sitting in the driver’s seat of the car looking back to the audience, grinning ear to ear, flashing a peace sign. In the front of the ad in the trunk space there are three women bound, gagged, and thrown in the trunk. The tag line under this sexually violent scene is a tag line that reads: “Leave your worries behind.” The ad tries to convey how the Ford Figo has ample trunk space. The Ford “Bound & Gagged” ad reinforces that women are just objects to men by using the three women placement in the car, the man smiling to the audience, and the clothing of the women.
The three women in the ad are all in the trunk of the car not in the actual seats, which means they are not even worth enough to have them in the body of the car for safety. The women are bound and crying as they are crushed together in the trunk area. Two of them are slumped down indicating they are being hidden from the
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They are dressed in skimpy clothing sexualizing all three women. The woman wearing the police hat and the police shirt leads one to assume that she is fulfilling the male fantasy. The same female is lying on her stomach hog-tied in a pose that would be used in arresting a person resisting arrest. The other woman is wearing a Girl Scout uniform, the sash and the tan color shirt would lead you that conclusion. This indicates that she is also fulfilling the male fantasy of a schoolgirl. All women have a low cut top that makes them more of just something to look at and showing that they are just

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