"A disturbing image from one of the fashion industries most respected fashion houses. Italian fashion designer Valentino Garavani's vintage Valentino advertisement was published across the globe and still raises eyebrows today because of its implied violence against women." - Controversial Advertisements: Violence in Fashion Ads, Christopher Turner Nov, 12, 2012 www.fashionist.ca
This image protrays a very old fashioned mindset where men were dominating and women had no voice and no rights. The Valentino Advertisement depicts a controlling husband possibly abusing his wife. His tight grip around her neck and her unwillingness to fight him is shocking to most consumers these days however these were very common issues faced by women at a point in time and still today. Abuse has always been a silent "personal" problem that people dont speak of and this advertisement puts it right in your face. In the book Brand Story the author quotes "The advertising medium, context, and style, should reflect the brand."- Ch 1 Page 6 The book also states " Branding is also about creating a clear vision and strategy for a company. Branding gives everyone involved a clear direction and focus." -Ch 1 page 7
Does this advertisement reflect the Valentino brand? I have always viewed Valentino as elegant and catering to a womans needs and beauty, this ad doesnt reflect Valentino's brand image which is what made it stand out. The thing about controversial advertisements is that they grab consumers attention, like it or not you know have noticed this brand and know who the designer is if you didnt know before. It may even intrigue you to want to know more about the brand and the advertising campagin. Personally I am drawn in to ads like this one, I find them racy in an exhillerating way. It makes me want to see more.
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