I saw these images for Italian tile company Bisazza in this month's Metopolitan Home and shook my head. I didn't immediately recognize them as the work of controversial photographer Nobuyoshi Araki. The name is only familiar from browsing the former Virgin's bookstore, and remembering the tackiness of his photos in a Phaidon collection. I don't remember finding them particularly offensive, but this ad campaign changed my mind. Why?
We have a Japanese woman tied up like a turkey, posing in sexually provocative positions and looking frightened (OK that may be subjective, but I don't think tears usually signify a sense of feeling powerful). I read in this blog that she is "tied in the ancient art of Japanese bondage or kinbaku". Well, just because something is "an ancient art" doesn't make it acceptable.
Is this just another version of S&M? Perhaps. I really don't care what two consenting adults do in their own bedroom. I guess the images really bother me because of the overt posing of this woman as, not only a minority, but a possible victim of violence. The whole sexualization of violence is disturbing to me. Especially any images even hinting at rape and torture as an "alternative lifestyle"...it just doesn't belong in a mainstream magazine, let alone an ad advertising overpriced tiles!! This reminds me of the recent trend of "torture porn" films like Saw and Hostel. I know some of my friends really enjoy these films, but I just can't imagine viewing someone getting tortured as entertainment.
I did a quick survey of friends about what they thought of this ad, and most seemed marginally negative about it. Nobody seemed as disturbed as I am. I was a little surpised given the backlash those Abercrombie "wong brothers" t-shirts got a few years back.
3 comments:
Hi Edward,
Great to see you're questioning this campaign. I've written to the editors of UK Vogue, UK House & Garden and US Elle Decor about the images because I think they're incredibly degrading. UK Vogue said "We believe it to be an ironic play on the Geisha girl notion, safe in that Japan culturally has long abandoned this tradition." I answered "...America once had a shameful tradition of lynching - I doubt very much that if Bisazza ran an ad campaign featuring a Black man with a noose around his neck on a lovely tile floor, it would be considered artistic or admirable." The good news is that I heard back from the fabulous editor of Elle Decor today that they had several complaints and that Bisazza has agreed to replace its campaign. Looks like outrage CAN be effective! Angela, London & Portland, OR
Thanks for being more pro-active about this issue Angela! I was starting to feel like the only one who even cared about this ad. Also good to hear the Bisazza agreed to change their campaign...I don't think they were getting the kind of attention that they wanted.
Good news, one of the ads has been pulled by the ASA in the UK:
http://news.bbc.co.uk/2/hi/uk_news/8280980.stm
'Violent' geisha advert banned
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