*Trigger warning for survivors of sexual assault* Recently, Patrice blogged on our community page about a Calvin Klein advertisement in Sydney’s Kings Cross. Patrice said she has noticed advertisements before that were offensive, but this one motivated her to action. We can see why. A giant billboard overlooking Kings Cross features this image. (Click to enlarge)
From Patrice’s blog post:
Here is an ad displayed on a billboard in Kings Cross. I have often noticed ads before and thought they were offensive but this was the one that inspired me to action. I apologise this is very distrubing and my commentary is rather graphic but I am enraged at the injustice of this. All shouters are probably aware of CK’s reputation. There is quite a bit of commentary about CK ads which are graphic and always push the envelope. This is well beyond anything that I have seen before. Maybe I just haven’t been looking. It’s so subtle not! The woman, well she was asking for it I guess given her pose (!) (of course all rapists say that don’t they?) is completely passive (is it shock?), clutching at her bra strap and clearly naked from the waist down. Two of the men have their jean buttons undone with one straddling her and another looking on. One is looking bored and smoking a cigarette, perhaps finished his business. The man looking on appears to be restraining the poor woman by holding her hair. This is not so clear but that’s my take on it. Its a disgusting ad and that’s why I am boycotting Calvin Klein. Please join me. I will be complaining to the ASB about this and anyone else I can find who will listen.
Melinda Tankard Reist also featured this ad as an example of anti-woman attitudes and sexism in her article “Sexism, alive and well in Australia.”
Another example of violence against women being promoted as sexy, with intimations of the gang rape of an inanimate young woman. Where the hell is the Advertising Standards Board on this and others like it?
We would like to know too. If you need any more reason to contact the Advertising Standards Board about this ad, just look at this comment from Melinda Tankard Reist’s blog in response to her article. From a sexual assault counselor.
As a psychologist working in the field of sexual assault I find the Calvin klein billboard chilling and just plainly criminal. I have sat in counseling with many women, often very young,(and therefore just beginning to define what they would like their lives to be)who have experienced the terror and unrelenting horror of rape and gang rape. It’s a struggle that goes on and on and on through years of rebuilding a sense of self, a world view and working out a way of being part of a society again that not only allows the vast majority of rapes to never be punished but allows constant ‘ in your face’ debasement and trivialization of their trauma in billboards such as this.
Where are the regulators? Where is the huge outcry?
Where are the minds and hearts of the people who get paid to make these offensive campaigns? Maybe they can spend just an hour or two in my office any day of the week…..
TAKE ACTION!
Contact the Advertising standards board here.
Contact APN (the company that owns the billboard) here.
Suggested points to include in your complaint:
- The billboard eroticises sexual assault, which is a violent, horrible and traumatic event
- The billboard is triggering and insulting for those who have experienced sexual assault
- Take the billboard down.
12 Comments
I can’t believe they think this is acceptable? Are they so ignorant?
Here is my letter to the Advertising Standards Board. I will make a few changes before I send it to APN.
I am writing to express my disgust at the Calvin Klein ad on a billboard in Kings Cross. The picture appears to be depicting a gang rape, with a woman being held down and straddled by a man, while another restrains her by her hair, while other men with their jeans unbuttoned sit with them. Although this is a serious crime, it appears glamorous and even artistic.
We live in a society where men continue to rape and abuse women, and stories of gang rape feature on the news now more than ever. Violence against women destroys lives, and leaves many women traumatized. For those women who have experienced a horrifying ordeal to then be faced with a billboard like this, reminding them of and mocking their pain, is a slap in the face (to say the very least).
This is completely reckless and irresponsible. How does an eroticized depiction of sexual violence get past the Advertising Standards Board? At what point is it determined that an advertisement like this crosses the line? The board needs to wake up and recognize this for what it is, a complete slap in the face to victims of sexual violence and damaging to all women. It needs to be removed.
Upon rereading my letter, it seems perhaps excessively angry? But I cannot fathom how this can be allowed and I suppose I AM excessively angry right now!
Just to let those who are interested know, based on the layout of the complaints form, I altered my letter to a list of the points I covered but in statement form…and to sound less angry at the ASB.
Thanks to the people at Collective shout who have done the background work to make it easier for the rest of us!
I, too, wrote to ASB and to APN, i wish i’d cut and pasted my exact wording so that I could have feedback from CS readers here! However, it’s sent and gone now. I would like to know, though, if others consider it ‘safe’ to have my personal details sent to those concerned with my complaint, or if others are ticking the ‘keep my details hidden’ box. I didn’t tick it in case it effected the response my complaint received. Thanks! and good work! Catherine
This is the response I received from APN:
Dear Ms Earp,
APN Outdoor has investigated your complaint and is satisfied that the relevant advertising copy is not illegal and complies with applicable AANA advertising codes.
Just so you are aware, APN Outdoor’s role is as a provider of media panel space to its customers. APN Outdoor does not design the advertising copy, which is the responsibility of the customer placing the advertising. As part of APN Outdoor’s standard advertising terms and conditions, our customers warrant to APN Outdoor prior to posting that the exhibition of advertising copy on a media panel for that customer will not breach any statute, regulation or law (among other matters).
For more information on advertising standards in Australia (including how to make a complaint to the Advertising Standards Bureau) please see http://www.adstandards.com.au/pages/index.asp.
Kind regards
Laura Smith
Marketing Executive
APN Outdoor
I received the same email response as Catherine. I think I will write to Laura Smith and see if I can get any further response.
After receiving the same response, I wrote back again. My letter is below.
Dear Laura
Thank you for your quick response to my concern. I do understand that APN merely provides advertising space to customers, and does not design the advertisements.
Laura, have you actually seen the billboard? It depicts a gang of men raping a woman. I am wondering how a billboard showing what is a serious sexual assault and crime does not breach and statute, regulation or law. You referred also to “other matters”- could that be relating to irresponsible advertising, public outcry, sexism as in violent crimes against women, or the impact such an advertisement will have on members of society? I would ask if APN does in fact consider the impact a billboard like this makes on members of society, especially the weakest members. Children who live in or visit this area are forced to see this billboard, and to see a sexual assault on display out in the town normalises it, decreases its meaning. Victims of rape also will likely see it and be reminded once again that our society does not care about their pain and suffering, it merely trivializes it and displays pictures openly.
Laura, do you think a billboard like this helps people in our society to see the seriousness of the issue of violence against women?
Does APN want to do good? Does it want to promote equality for women? Does it want to be an example of doing business responsibly and ethically? I think these things need to come into consideration, and better judgment calls need to be made as to what APN is willing to promote and how it will affect our society.
Thank you for the information about how to lodge a complaint to the ASB, I previously did so, along with others who find the content of the billboard unacceptable.
Regards,
Caitlin
Thanks for displaying your letter, Caitlyn, it’s helping me think about how I can form a reply to the letter Laura sent me, too. I think you clearly put across some strong ideas – I hope Laura can ‘hear’ them, too.
No worries Catherine, I’m just hoping for a response!
I just received an email response today from the ASB that the complaints were upheld and that the advertisement has been ordered to be taken down.
Yeah, ASB reviewed and upheld complaints. I got the letter below: YEAY!
We refer to your complaint regarding the above advertisement.
The Advertising Standards Board viewed this advertisement and considered your complaint at its recent meeting.
The Board determined that the advertisement breaches the Advertiser Code of Ethics.
A copy of the case report of the Board’s determination is enclosed. The advertiser has withdrawn the advertisement and it will not be used again unless the advertiser successfully seeks review of the decision.
Further information outlining the Independent Reviewer process is available on our website at http://www.adstandards.com.au/pages/page64.asp
Thank you for writing to us.
With regards,
Daniela Gray/Nikki Paterson Case Managers Advertising Standards Bureau
complaint@adstandards.com.au
Calvin Klein ads have been promoting violence against women for years. I refuse to buy Calvin Klein products because of this and I believe that if all women did this, the ads would stop.
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