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The Westernizer and Diesel Clothing

Octoboer 1997

Subject: Advertisement in the Westernizer for Diesel Clothing, sponsored by Casualteez of London:

What’s The Big Deal ? 
It is clear what is being advertised -- Diesel clothing.  After all, the model is wearing Diesel clothing. Therefore the content is relevant to the viewer.
Why Is It A Big Deal ? 
It is not clear what is being advertised: those unfamiliar with the "Diesel" label wouldn’t know what was being advertised. A construction of women’s sexuality and of women’s bodies is used to sell a product. This objectifies women.

What’s The Big Deal ? 
There is worse advertising out there. This isn’t as bad as some ads. It’s just advertising, and everyone knows sex sells.
Why Is It A Big Deal ? 
Compare the acceptance of sexist images to the increase in the acceptance of violence when audiences are oversaturated with violent images. Is this ad more acceptable because it isn’t "as bad" as others? Do we question ads only if they are extremely sexist and oppressive? Is our tolerance for such images increasing?

What’s The Big Deal ? 
What’s wrong with an attractive teacher? Aren’t teachers being stereotyped if they have to be "dumpy" and not "sexy"?

Why Is It A Big Deal ? 
It doesn’t matter what one looks like, but what kinds of conflicting messages are boys and girls receiving with this ad? It is clear that the class is not taking the "sexy" teacher seriously either. The faces of the students seem as though they are saying "Hey, check out my teacher"...wink wink nudge nudge. She is a sex object.

What’s The Big Deal ? 
It’s obvious she is a teacher and therefore a professional?

Why Is It A Big Deal ? 
The ad sends a confusing message about the role of women in the workplace because this woman is viewed sexually. The seductive glance of the model towards the students belittles the role of a teacher in the classroom, and the perceptions of and respect for women in professional positions.

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