I hate this ad.
I stood waiting for a bus the other day while another bus idled in front of me. It had this ad on the side, bigger than life. I stared at this passive, anonymous woman, done up all ’80s-retro so you can pretend she’s not even in the present, much less someone with thoughts and desires that might conflict with your own.
There are a lot of reasons to hate American Apparel. So, so many (NSFW on all those links). But for some reason, seeing this image around town — even though the woman in it is more clothed than many others in AA ads — makes me especially sad and especially angry. To me, this looks different from the usual despicable American Apparel visual language for women’s clothing, which is of amateur porn; this looks like a woman impersonating a blow-up doll. She’s ready for you (and by you, of course, I mean Manly Straight Man You, not Woman Who Might Want to Buy a Pencil Dress You) to climb right on top of her and yank that ponytail to kingdom come. And you don’t even have to look her in her stupid eyes — they’re conveniently covered up to disguise any trace of personality!
Women are represented as sexual objects so frequently in our culture that it often barely registers for me; I walk past ads with tits and ass galore and just go “hmmph” as I go about my business. But every now and then, some image wakes me up temporarily to just how fucking disposable women are in ads, in songs, in films, in books. I take off my “just make it through your day blinkers” and look around me in horror. I don’t know why image in particular jolted me any more than another — it might have just been the amount of time I had to look at it — but I can say unequivocally that seeing this image in public made me feel unsafe. There’s no other way to put it.
This ad, like so many others, has a message: women are here for your sexual amusement. Stare at them. Talk to them. Touch them. They’re just waiting for you to do it; they put their hair up so you can grab it. They wear heels so you can ogle their legs. They’ll do whatever you want, and you don’t even have to look them in the eyes.